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A tale of two crises – what communicators can learn from Adidas and Nike case studies communication crisis communications media relations public relations social media

The top two global sportswear brands – Adidas and Nike – have both taken a reputational hit from scandalous comments and social media posts by high-profile celebrity partners. The circumstances were parallel, but the way each company responded to its crisis had profound implications for damage limitation. An analysis of the coverage data reveals some important lessons for communicators everywhere about the interaction between corporate culture and the effectiveness of crisis response.

The headaches for Adidas came from Ye (Kanye West) who criticised the brand and went on to make anti-semitic comments in the media that caused social media uproar. Adidas eventually cancelled its partnership with Ye, but only after weeks of speculation during which time more than 4,000 articles were published, according to data from Newswhip. These articles drove millions of engagements, many of which criticized Adidas for not acting more decisively.

Meanwhile Nike was much quicker to sever...

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How to manage media photo opportunities crisis communications media relations public relations

Photographs and video from a set-piece protocol or media event can magnify its impact on public perceptions and on the reputation of institutions and VIPs. It is in everyone’s interests that photo opportunities are stage managed to facilitate the best quality images.

Media often complain that they have to fight to get what they need to make good images. Great public relations and protocol services treat media as customers. The following guidance explains how to help photographers and videographers to get the best pictures.

Timing is usually tight: VIPs may have only seconds or minutes available. A very brief shoot is sometimes all that is possible. Where appropriate, advise VIPs to schedule at least 2-3 minutes. Extra time lets media optimise settings and take more frames and angles, which increases the quality of their best shot. Larger groups (e.g. a G20 heads of state group shot) require more time because photographers must capture hundreds of frames to get a few in which...

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