Taste the Exceptional PR

Without getting political, let’s pause to appreciate the public relations move made by Skittles earlier this week. You’ve probably heard by now that Donald Trump Jr. tweeted Monday evening, “If I had a bowl of skittles and I told you just three would kill you. Would you take a handful? That’s our Syrian refugee problem.”

He also illegally used a copyrighted photo taken by a former refugee…..whoopsie. But all of that aside, there are some valuable lessons we can learn from Skittles’ response and while it isn’t full-blown crisis management territory, this could have gone south quickly, yet the Mars company comes out beautifully on top with its reply.

They have perfectly executed a clean, humane response to a comment that potentially could have tarnished the brand and instead it did just the opposite.

So what are our PR take-aways?

1. Respond quickly and be a human.

Once you have the correct person ready to make the statement, in this case it was via Twitter, follow your pre-drafted crisis plan or if it isn’t really applicable, just be a human.

2. Any press is not necessarily good press.

Skittles could have used this to its advantage, and let’s be honest that kind of happened anyway, but they even address that they will decline from further commentary so as not to be perceived as marketing. Well done, Skittles.

On a side note, I hope the PR department has an endless supply of Skittles because man, that rainbow is delicious.

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