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Crisis communication can be a tough field to work in when you are in the Public Relations Department. You have to be prepared for anything you create, because the reputation of a celebrity, company, and band can be destroyed within in seconds. Social media has so much power of that reputation because of the public display of feedback and reviews.
On April of 2016 Musician, Singer, Songwriter, and Music Producer, Prince Roger Nelson died. There was a lot of attention given out to Prince to show some respect, but Cheerios did not get a good reaction from the way they publicized their “Rest in Peace” post via twitter. Cheerios felt a strong connection to Prince, because they shared the same hometown in Minnesota.
Crisis: The image they displayed had a purple background with the words, “Rest in Peace.” The dot on the “i” was replaced with a Cheerio. Fans did not react to that well. The tweet was posted a couple of hours after Prince death was announced.
How was it handled? Cheerios removed the tweet after all the bad feedback, and then they released a statement. General Mills said it wanted to “acknowledge the loss of a musical legend in its hometown.”
“But we quickly decided that we didn’t want the tweet to be misinterpreted, and removed it out of respect for Prince and those mourning,” the company said in a statement emailed to CNNMoney.
Was the crisis handled effectively? The crisis was handled effectively. The tweet was brought down the same day it was posted, and Cheerios maker General Mills did make a statement. If there was not statement published after the tweet was taken down the company could’ve been at high risk of a bad reputation. The statement showed that they did not mean any harm or disrespect by the tweet.