Cosmopolitan magazine relies heavily on the contributions from their readers. Whether it is by message boards posts, tweets or articles Cosmo stresses the importance of respect with their community guidelines. Cosmo is committed to ensuring that no one feels threatened or bullied because of something that they may write or express their feelings towards.
For investor relations, Cosmopolitan magazine partners with different companies in order to give or provide service to the public. One of Cosmos successes is partnering with Maybelline New York Military Island and invite the public to give a kiss on a postcard for a cause -- our troops -- which will ultimately be delivered to those serving in Iraq and Afghanistan New York
Crisis as defined by the Institute for Public Relations can be defined as a “significant threat to operations that can have negative consequences if not handled properly”. As I was researching around the web for any juicy scandals that Cosmopolitan magazine may have been involved with, I came across a news piece on Kim Kardashian. On April 2011, Kim Kardashian graced the cover of the international Turkish edition of Cosmopolitan magazine.
“Kardashian is upset because April marks Genocide Remembrance Day,
a holiday commemorating the murders of 1.5 million Armenian civilians in Turkey
from 1915 to 1919. Kardashian is Armenian.”
Kim Kardashian and Armenians were upset by this because they found it disrespectful to their heritage and to the tragedy that was of genocide against the Armenians by the Turkish. Cosmopolitan magazine replied by stating that they were deeply embarrassed by the mistake and that no ill will was intended.
In a case like this I believe that Cosmopolitan should have done their research more thoroughly. There is always going to be a group out on the defense because Cosmo is more of liberal, sexy magazine so it is important for Cosmo to make sure that they don’t give reasons to people to protest.
The most important strategy during a crisis, especially within the first few hour is to accept responsibility where is due, address the public and become available to the news media. During a crisis, it’s important to have a crisis team available and ready and that they have been professionally trained by doing hard interviews. Respond to reporters’ questions immediately, hiding out wont solves any problems. Lastly, have media kits already prepared and in the crisis room ready for distribution.
Cosmopolitan magazine has not been part of many moments of crisis which is a good thing. Since they are part of Hearts Corporations I am sure that they have a strong, efficient crisis implementation plan already set up because they would not want to do anything that would harm their investor relations.
A good job of reviewing the magazine's handling of a crisis and of recounting some of the basic principles of crisis communications we discussed in class.
ReplyDeleteYour handling of their community outreach, however, is a bit limited. Do they do other things as well? Also, you might have noted that sending a kiss is right in line with Cosmo's brand image.
The "Kisses for the troops" program is a great idea. I think companies that involve themselves with helping the troops in ways that are unique to their brand are smart. Connecting with the troops has a very emotional appeal and when done right it can do great things for the troops emotions, as well as the brand image of the company.
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