What is... Bridging? Dan Aykroyd’s Take
HMA PR/PRGN, Phoenix, USA, 17.06.2011
Tak, to nie pomyłka. Dziś, za sprawą HMA PR przykład wyśmienitej riposty króla komedii - Dana Aykroyda!
You see, the legendary funnyman is also an entrepreneur with several brands, including a high-end vodka called Crystal Head, or CHV. In mid-May, his California warehouse was robbed, and the bad guys got away with more than 20,000(!!!!) bottles of the brand.
Cool, calm and collected, Aykroyd released the following statement in print and on camera:
“My partners and I are sorry to lose this much vodka to theft and do not condone criminal activity in any fashion, but we are happy that some consumers will be afforded the opportunity of tasting it at significantly lower than retail price.”
But, it gets better.
He went on: “CHV can be purchased legally at bars, restaurants, and retail stores throughout North America. Fun fact — the vodka recently won a Double Gold Award at the 2011 San Francisco World Spirits Competition … unanimously beating out 200 other brands.”
Not only did he defuse a crisis situation for his business, but he turned the opportunity into a chance to remind people where to buy the vodka and how highly it is rated!
Well played, Blues Brother. Well played.
What are some great examples of bridging you’ve seen recently?
“What is…” Wednesday – What is Bridging? Dan Aykroyd’s Take originally appeared on HMA Public Relations, Phoenix AZ, Full-Service PR Firm on May 25, 2011 (PRGN member from USA)
- Crisis communications: maximum disclosure, minimum delay
- 15 Changes I’ve Seen in 15 Years
- Make the Agency/Client Bond a Strong One
- PR Confidential: Is There Such a Thing as Attorney-Client Privilege?
- The “Dilution Solution” – and corporate reversal of fortune
- Weekly Reads – Nurturing Brand Advocates, Twitter Hacks and Ranked Tweets
- A Century Later, Still Defining PR