Keeping silent – PR lessons for evaluating purpose and influence
There probably couldn’t be two more contrasting campaigns being talked about in one week than the 30th anniversary Nike’s Dream Crazy commercial fronted by Colin Kaepernick and the single Listerine sponsored post by Instagram ‘influencer’ Scarlett Dixon. What they have in common is controversy. This is not uncommon as a marketing strategy – for instance, it has been used deliberately by the likes of Ryanair and Protein World in recent years. Controversy as a marketing strategy...