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It’s more than talking … It’s listening

Michael Rubin wrote a great post about how Mattel handled the whole lead-paint issue on the Marketing Profs Daily Fix blog, where I’m an occasional contributor.  (Michael is the original WOMMA editor back when it was just the two of us. Now he’s with Arment Dietrich.)

Mattel did everything right from a classic PR perspective.  But they didn’t do much when it came to the new world of empowered consumers who are demanding a voice.

Michael asks:

  • Where is the forum allowing consumers to talk with one another?
  • Where is the message board fully staffed with customer service personnel ready to answer questions?
  • Where is the daily blog with updates on the corrective actions they are taking?
  • Where are the Mattel representatives or PR folks in commenting on
    Consumerist,, Facebook forums, etc. (i.e.
    *participating* in the conversation?)

Right on. Read the original post here.

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  1. Michael Rubin, Arment Dietrich September 12, 2007 at 10:03 pm #

    Thanks for the link, Andy. I’m honored! *grin*
    One of the commenters for the post made an astute observation. He mentioned that Mattel entered crisis communications mode instead of looking to start a conversation. There is a marked difference between the two and it’s clear Mattel’s legal counsel is calling the shots here.
    Another interesting question raised was, “Can you build relationships or start a conversation in the middle of a crisis?” I would argue yes, you can, but it’s definitely helpful to have credible allies who can spread positive WOM about you *before* the crisis hits.
    Michael E. Rubin
    Call me — 312-787-7249 x212
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