COMMENT: Editorial - FedEx delivers strong campaign

It’s never hard to find a crisis, although in the last few weeks some major contenders have emerged for the worst PR blunder of the year, including Bridgestone, the Russian Navy and Egypt Air.

It’s never hard to find a crisis, although in the last few weeks some major contenders have emerged for the worst PR blunder of the year, including Bridgestone, the Russian Navy and Egypt Air.

It’s never hard to find a crisis, although in the last few weeks

some major contenders have emerged for the worst PR blunder of the year,

including Bridgestone, the Russian Navy and Egypt Air.



But it’s also good to find stories about PR excellence, and one in this

week’s issue stands out for particular mention. It’s the PR campaign off

the back of a FedEx commercial (p32) for a Latin American and Caribbean

audience. The ad had plenty of PR potential: a comic skit involving

naked soccer players. But by its very nature, the ad also had the

potential to offend, and where the campaign stood out was that it

skillfully involved its 3,000 regional employees every step of the

way.



Employees saw a FedEx video about how the ad was made, and they were

briefed on how to respond to complaints. Employees were also encouraged

to pass along the feedback they received directly to the PR

department.



These measures did more than help the story achieve great publicity - it

turned the internal audience into ambassadors. And as allies and

advocates, there’s no better audience than that.



If you’ve shown PR excellence, we want to hear from you. Every week we

showcase it in the PR Play of the Week (p2) and the Campaigns page.



And don’t forget to enter the PRWeek Awards. For more details, call

212-532-9200.



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