I recently read a very interesting article on AdAge.com which spoke about the public relations Star Industries did for Majorska Vodka. This brand of vodka recently received a lot of media coverage as a result of the New York Jets not selling alcohol at their January 3, 2010 game.
A press release was sent out stating that $100,000 in revenue would be lost due to the lack of “tailgating parties” at this game. When the amount was double checked with the CEO of Star Industries, he said that someone had added a few zeros into the projected number. On top of that, AdAge points out how, with the lack of alcohol being sold in the stadium, the amount consumed outside during “tailgate parties” should increase.
So was the increase in zero’s an honest mistake? A loss of $100,000 is much more newsworthy then $1,000 in today’s economy and this proved true as CNN.com, the New York Times, and the New York Post all covered the story. As a PR student, my professors preach that honesty is the best policy. However, I do not feel that honesty was the policy followed in this case since now Majorska is the brand everyone is talking about all because of a simple addition of a few zeros.
What do you think? You can read more from Ad Age on the issue by clicking here.
This guest blog was written by PRowl Public Relations staff member, Tristin Fabro.