Activity 2: PR Crisis on Social Media by Ser Zian Tan

A CEO’s insensitive tweet sparks outrage.

tserzian — 2025-02-14 07:19:06 UTC

The CEO of a major brand tweets an offhand comment that is perceived as offensive, culturally insensitive, or dismissive of a social issue. The tweet goes viral overnight, leading to public outrage, mass calls for a boycott, and pressure for a formal response.

A product fails publicly on a live TikTok review, gaining millions of views.

tserzian — 2025-02-14 07:19:34 UTC

A well-known influencer tests your company’s latest product in a live TikTok session, only for it to malfunction or not perform as promised. The embarrassing moment is clipped and shared widely, sparking doubts about product quality and trust in your brand.

A negative meme about the company trends online.

tserzian — 2025-02-14 07:20:01 UTC

A satirical meme ridiculing your company’s pricing, service, or marketing campaign starts trending on Twitter and Instagram. While some users find it funny, others see it as proof of the brand’s flaws, leading to a rapid decline in reputation.

A celebrity ambassador is caught in a scandal, and your brand is associated with them.

tserzian — 2025-02-14 07:20:26 UTC

Your company’s official brand ambassador—an athlete, musician, or influencer—is exposed for unethical or illegal behavior. Social media users begin linking your brand to their actions, with some calling for the partnership to be terminated immediately.

A customer's bad experience goes viral, leading to mass complaints.

tserzian — 2025-02-14 07:20:51 UTC

A frustrated customer shares a video recounting their poor experience with your brand’s service or product. The post quickly gains traction, with thousands of users replying with their own similar negative experiences, forcing your brand into a defensive position.

A misleading advertisement is exposed, causing backlash for false claims.

tserzian — 2025-02-14 07:21:23 UTC

A consumer watchdog group or social media sleuths discover that your latest ad campaign exaggerates product benefits or contains misleading information. The exposure leads to accusations of false advertising, with customers demanding refunds and greater accountability.

2025-02-15 05:21:44 UTC

Social media response:

Apology statement
- public apology
- reach out to affected customers privately
Video apology to public
"Hi everyone, we have seen your concerns and we sincerely apologise for the experience some of you have had. This is not the standard we strive for and we are taking immediate steps to fix it and prevent similar mistakes moving forward. If you have been affected please reach out to customer service we are here to help. Thank you for your feedback and patience"

we'll be giving out vouchers instead of refunds and complimentary services or products

BYEZA

2025-02-15 05:31:57 UTC

Press Release

Apology from the CEO of Carabao

Osaka,Japan— 15 February 2025 — I, Walter Shiro, CEO of Carabao, offer my sincerest apologies for my recent tweet regarding Thaipusam. I now understand that my words were disrespectful and hurtful to many in the Hindu community. This was an error in judgment, and I take full responsibility for the pain it has caused.

I deeply regret the impact of my comments and the offense they have caused. Thaipusam is a sacred and significant tradition, and I failed to show the respect it deserves.

To make amends, I am committing to:

Engaging with cultural and religious leaders to better understand the significance of Thaipusam.
Implementing cultural sensitivity training for myself and my leadership team.
Reviewing our communication practices to ensure this never happens again.

Carabao values respect, inclusivity, and cultural understanding, and I am dedicated to learning from this mistake. I humbly ask for your forgiveness and understanding.

Sincerely,
Walter Shiro