Editor’s note: This story is taken from Ragan’s new distance-learning portal RaganTraining.com. The site contains more than 200 hours of case studies, video presentations, and interactive courses. For membership information, please click here.
You’ve heard about Oreo’s success in “newsjacking” by tweeting an image of a cookie during the Super Bowl blackout.
After the Boston bombing, the brand tweeted, “In honor of Boston and New England, may we suggest: whole-grain cranberry scones!” A storm of criticism followed, and Epicurious had to apologize—repeatedly.