1. “No They Didn’t!”
Learning from PR Horror Stories
Mike McDougall, APR
Managing Partner, McDougall Travers Collins
W N Y C O L L E G E M E D I A C O N F E R E N C E ● F E B R U A RY 2 0 1 2 ● S U N Y B R O C K P O R T

2. more about you
@McDougallTC 22

3. @McDougallTC
linkedin.com/in/mcdougall
facebook.com/McDougallTC
mmcdougall@McDougallTC.com
direct: +1.585.789.1623
#WNYCMC12
3

4. dramatic ways to
in PR
@McDougallTC 4

5. ignore the obvious
@McDougallTC 5

6. ignore the obvious
6

7. ignore the obvious
“Schutt CEO Robert Erb said Vengeance referred to the company's
competition with rival manufacturer Riddell, which was awarded $29 million
in a patent infringement suit against Schutt in 2010. Schutt then filed for
bankruptcy but, after being sold in December 2010, has since recovered.
Erb added that the helmets are not marketed directly to consumers and the
word Vengeance does not appear on the product. "I don't think that it
matters," he said.
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8. forget your brand promise
@McDougallTC 8

9. forget your brand promise
9

10. spray and pray
Begin forwarded message:
Date: June 3, 2009 9:45:42 AM CDT
Subject: The "Pull Out" Method Rivals Condoms? Interview Opp
Hi [Editor in Chief’s Name],
A recent study published in the June issue of Contraception Magazine presents findings that the “Pull Out” method of
birth control rivals the use of condoms. http://www.guttmacher.org/pubs/journals/reprints/Contraception79-407-410.pdf
Published by sex researcher Rachel K. Jones and based on several studies and data from the Guttmacher Institute, the
study indicates that “pulling out” before ejaculation is nearly effective as condoms in preventing pregnancy – calling the
method “only slightly less effective” than condoms.
http://www.cbsnews.com/stories/2009/05/28/health/main5045514.shtml
This study has clearly raised concerns amongst healthcare experts, with lively opinions and debate being expressed
across the media. To speak with 20 year veteran on contraception, CLIENT, please contact me. CLIENT is an industry
expert and can provide commentary and insight on the study, as well as answer relevant questions.
@McDougallTC 10

11. spray and pray
From the Editor in Chief and Publisher of Gay List Daily:
I got this totally misdirected pitch this morning -- keep in
mind Gay List Daily is a GAY publication (we're like
DailyCandy for the gays). When we gays get it on, we don't
worry about pregnancy and whether pulling out is more or
less effective at stopping babies from showing up in our
bellies than condoms.
Source: badpitch.blogspot.com
11

12. use bait-and-switch
12

13. use bait-and-switch
13

14. use bait-and-switch
14

15. be insensitive
@McDougallTC 15

16. be insensitive
“We acknowledged in the call that delivering this news
on a teleconference wasn’t ideal, but given the scope
and scale of the reductions, there was no other
way to share this news quickly and
consistently,” said a company spokesman.
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17. let anyone represent you
17

18. let anyone represent you
18

19. let anyone represent you
19

20. ride the coattails of disaster
@McDougallTC 20

21. mask your true identity
source: jessicagottlieb.com
@McDougallTC 21

22. mask your true identity
@McDougallTC 22

23. tempt fate
@McDougallTC 23

24. underestimate your customer
@McDougallTC 24

25. underestimate your customer
25

26. underestimate your customer
@McDougallTC 26

27. debate &
discuss
Mike McDougall, APR
Managing Partner, McDougall Travers Collins
mmcdougall@McDougallTC.com
linkedin.com/in/mcdougall
facebook.com/McDougallTC
direct: +1.585.789.1623
@McDougallTC
@McDougallTC 27

28. @McDougallTC © 2012 Michael L. McDougall 28