Commenting on Pepsi Controversy Comments

More discussion on the Pepsi Controversy - we'll have a lively discussion about this in class on Wednesday, no doubt! On Friday, student Alex sent over the article from AdAge by Chris Abraham - here's his response to the comments he received from his PR blog CHRIS ABRAHAM

Submitted by admin on Fri, 12/05/2008 - 19:05.

I decided to respond to the 14 comments written in response to my latest AdAge Global Idea Network, Pepsi Apologized to Me for Its Suicide Ads
Thank you so much for all of your comments.
@Todd Jordan — thanks. I have been thinking about being 20-something in 2008 and I think sarcastic is out and earnest is in. Agencies don’t get it. Their art directors are Seinfeld-era and don’t realize that teens and 20-something are serious. And I think BBDO and PepsiCo are assuming the story won’t leave this medium. I am told that the OJ verdict is going to kill this story on MSM.
CC Chapman knows Bonin and likes him. He’s for real. Here’s another thing about social media and social networks… blowback comes as a result of “who the hell are you.”
If you don’t spend enough time building brand and connection — “Ah, I know you!” — then when Bonin Bough comes to my INBOX, I assume sneakiness, right?
I am being kind to Bonin because I have my own firm and work in the social media PR space, http://abrahamharrison.com — this means that I understand how risky and bold PepsiCo’s response was.
Matt and I wondered at the fact that BBDO could be so pre-Internet with their risk-assessment while their Social Media Response Team (is it Edelman?) is so good.
Mind you, the moment I got to Bonin’s “My best friend committed suicide and this is a topic very close to my heart” I balked and considered that sort of admission, from someone I don’t even know, to sound either tacky (at the very least), inappropriate, or just pandering…
@BL OCHMAN I have just been in DC too long around Lawyers, Consultants, Politicians, and too many people who are in the world of Military Intelligence. I assume everyone may be pulling the “iocane powder” switcheroo…
@michaeldaehn I don’t think shamelessness with this level of multinational brand ever works. As a PR professional, we highly — strongly — no, forcefully recommend always responding to this thing with Mea Maxima Culpa — never engage this sort of thing in any space, really. “If you struggle, you’ll only make it worse; and, if you say nothing, it will be even worse than that” is what I say.
@David Moore That’s a very British thing to say. When I was a student at UEA, I almost punched my buddy Paul’s teeth in when he started really laying into the piss-taking. See, Paul was from Cardiff and I, sadly, am an American. We American’s really can’t take a good Mickey.
@CHRISTINE LU I have been watching you online and on Twitter with great interest. You’re doing a much better job with this than I am, that’s for sure. My sincerest condolences for your loss.
@Linda Bogie I am only impressed by @Tweetmeme because it meant that the article was spreading and so people would most certainly respond. I am not impressed. The ads were wrong and appalling. Suicide is not amusing, not funny, and I hate that Suicide Bunny (am I the only one?)
@Michelle McCormack MMM I am glad I am not a nobody. – Chris Abraham | Berlin