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PR Recommendations for ACE Marketing

by on October 24, 2010


The NFL made a “mistake” having photos of Pittsburgh Steelers linebacker James Harrison’s hit on Cleveland Browns receiver Mohamed Massaquoi available for sale through its website and will take the photos down, spokesman Greg Aiello said Wednesday.

The NFL was selling this photo of James’ Harrison’s hit on Mohamed Massaquoi before removing it Wednesday.

Harrison was fined $75,000 for the hit. Pittsburgh television station KDKA first reported that the photos were for sale.

“We regret the mistake,” Aiello said. “The photos will be taken down and we will ensure that no photos of illegal plays will be available again. An outside vendor uses an automated process to post photos for sale to fans. We will fix the process immediately.”

The NFL is cracking down on illegal hits to the head, vowing to suspend players for infractions starting with this weekend’s games.

In the past, players were either fined or ejected for illegal hits. However, after the series of recent flagrant tackles, several of which resulted in concussions, the NFL ramped up the punishment.

Football operations chief Ray Anderson indicated the suspensions could start immediately — that is, involving play from last weekend’s games. However, Aiello said the league wanted to give teams fair warning and would send a memo Wednesday, outlining the changes.

The NFL, which also fined New England Patriots safety Brandon Meriweather and Atlanta Falcons cornerback Dunta Robinson $50,000 each for hits on Sunday, noted Harrison is a repeat offender; he was fined $5,000 for unnecessary roughness in Pittsburgh’s win over Tennessee on Sept. 19.

In letters to the three players, Anderson said: “Future offenses will result in an escalation of fines up to and including suspension.”

Harrison’s agent, Bill Parise, called the fine “staggering” and said it would be appealed. He emphasized that neither play drew a penalty.

“I’ve talked to James, and he’s very upset,” Parise said. “He’s quite confused about how to play football.”


I personally would think that the NFL should not have even addressed the issue with a fine if they were willing to sell a photo of the hit in the first place.  Since the price for the photo ranged from $20 to $250, it’s clear that they were well aware of the legality of the hit; it did not draw a penalty and they endorse it. To turn around and fine the player is a bad move.  It is also an even worse move to remove the photo from the site only after an uproar from fans who noticed the hypocrisy.



Delaware Republican Senate candidate Christine O’Donnell found herself in the middle of a media firestorm and a public relations nightmare when footage of the politician’s 1999 appearance on “Politically Incorrect” with Bill Maher was released. In the clip, she admits to dabbling in witchcraft and going on a date on a satanic altar with a witch. O’Donnell’s image took a hit when the footage was released and she cancelled appearances following the controversy, though her spokesperson said she cancelled in order to make another appearance. O’Donnell and her handlers responded with a television ad that starts with O’Donnell looking straight at the camera and saying, “I am not a witch. I’m nothing you’ve heard. I am you.” She goes on to say that change is needed in Washington, and she is the right person for the job. She ends the ad by reminding the audience that, “I am you.”


RESPONSE: Though O’ Donnell’s efforts could have been sooner (she waited weeks to respond to the controversy) the response was appropriate. She addressed the issue head-on by simply saying she is “not a witch,” but didn’t dwell on the subject. She moved on and talked about the election itself, not tabloid and newspaper fodder. O’Donnell’s response was straightforward, and both defensive and offensive. Whether or not it was effective remains to be seen until Election Day.


This is a tough problem to repair on the business end.  I would definitely start by having an open testing by the FDA on Similac products, and make sure they say the products are safe.  I would also ask them to make a press release and post the entire release on the Similac website, along with other affiliated websites.  I would search for as many online blogs and news stories as I could find, and post the link with a short caption to direct the customers to the FDA press release.  I would try to make other blog sites and news stories to take away all of the negative feedback the search engines display.  I would make many other advertising campaigns for the product that outline the great nutritional aspects of the product to help cover up that negative story.


From → ACE Marketing

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