'Fresh in Our Memories' picture generator Source: Woolworths 2015 |
Tweet against the campaign Source: Twitter, 2015 |
Wilcox, Cameron, Reber & Shin (2013) explain that public relation professionals must develop communication strategies to influence the course of conflicts to the benefit of their organisations. There were only a few things that were done to cope with the crisis. Firstly, Woolworths took down the website and all the posters after the Department of Veterans' Affairs minister called their marketing team to remove it (Aubusson 2015). The PR team from Woolworths apologised but did not further comment on their short statement which expressed regret that the generator had caused offence.
The PR company could have had better methods of communicating with the public to solve the conflict as even after the company apologised, people were still angry (Aubusson 2015). Woolworths should have taken initiative after all the negative feedback to take the campaign down instantly. Instead, they kept it up until it was asked to be taken down by a higher power. The crisis was not handled correctly and has most definitely hindered the organisation's reputation as the public are still angry (La Canna 2015).
References:
ABC News 2015, Woolworths picture generator, digital image, viewed 6 May 2015, http://www.abc.net.au/news/2015-04-14/woolworths-fresh-in-our-memories-campaign/6392936
Grace [SpinnerGrace] 2015, 'Good God @woolworths. I could deal with the biscuits, but the #freshinourmemories is revolting. Will it be ANZAC figurines - 2 for $20 next?' Tweet, 14 April 2015, viewed 6 May 2015, https://twitter.com/SpinnerGrace/
La Canna, X 2015, ‘Woolworths takes down Anzac "Fresh in Our Memories" website after social media backlash', ABC News, 15 April, viewed 6 May 2015, http://www.abc.net.au/news/2015-04-14/woolworths-under-fire-for-anzac-promotion/6392848
Aubusson, K 2015, ' Woolworths' 'fresh in our memories' debacle puts spotlight on Anzac branding' The Sydney Morning Herald, April 16, viewed 6 May 2015, http://www.smh.com.au/national/woolworths-fresh-in-our-memories-debacle-puts-spotlight-on-anzac-branding-20150415-1mltt7.html
Wilcox, D, Cameron, G, Reber, B, Shin, J 2013, Think public relations, Pearson Education, New Jersey.