While many brands focus their public relations strategies on demographics, messaging and marketing, the tremendous PR power of employees is often undervalued–or overlooked entirely.
The public is all too familiar with customer service horror stories, which can lead to us to both boycott the brands in question and encourage our friends and family to do the same. Smart brands teach their employees both the skills they need to do their jobs and the important intangibles—the “values”, if you will—that define a brand. Effective employees feel like they’re part of the brand experience and they’re emotionally invested in their jobs.
So we find it difficult to take issue with Regis Mulot, head of global HR at Staples, for announcing via his personal Twitter account that U.S. stores will soon carry Apple products. A strategic accounts coordinator did the same thing–both tweets quickly disappeared, but the second one is still visible on the user’s Instagram account.
Was it a PR debacle?