uestion 3 (10 Marks)
Read through the article 'Boohoo put "Made in UK" labels on clothes made overseas' by
Answer the following questions:
3.1 Provide a short description of the two (2) crucial points a PR team would have to look at when addressing this specific PR scandal.
(2 + 2 = 4)
2
3.2 Which three (3) tools of PR are most applicable to maintaining a positive view of Boohoo in the mind of the public? Explain the reasons for each of your selections by making reference to the article provided
3.1
- The credibility of the brand: A PR team would need to assess how the scandal has affected Boohoo's reputation and credibility in the eyes of the public. They would need to craft a strategy to address the concerns raised by consumers and rebuild trust in the brand.
- Transparency and honesty: The PR team would also need to focus on being transparent and honest in their communications regarding the scandal. They would need to provide accurate information about the situation, take responsibility for the mistake, and outline steps taken to prevent similar issues in the future.
3.2
- Social media management: Social media is a powerful tool for companies to communicate directly with their audience. Boohoo's PR team could use social media platforms to address the scandal, showcase their efforts towards transparency and accountability, and engage with customers to rebuild trust.
- Influencer partnerships: Collaborating with influencers who have a positive reputation and a loyal following could help Boohoo regain credibility and reach a wider audience. Influencers can create content that showcases the brand's commitment to ethical practices and transparency.
- Crisis communication strategy: Having a well-prepared crisis communication strategy in place is essential for addressing PR scandals effectively. The PR team can use this strategy to control the narrative, communicate key messages clearly and promptly, and manage the public perception of the brand during a crisis.