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While the largest part of communication taking place through My Space is usually harmless, the incidents alarmed parents and thus created negative publicity.
My Space responded fast with a plan of imposing harsher safety measures in order to provide protection to its users from stalkers and sexual predators. The campaign offers not only online protection, but also education to parents and teens about the dangers of communicating on the internet with strangers and revealing their contact information as well as instructing parents on how to block search terms predators could use in order to locate a child.
This is another example of a well managed PR crisis, where the company admitted the incidents and responded by creating a strategy to prevent such incidents from happening again. The campaign effectively eased the anxiety of nervous users and parents of youngsters using My Space and thus helped the consumers regain confidence in using the service.
Conclusion
From the unfortunate situations of PR crisis, one can learn that there are several steps to be executed in properly...
Second - maintain honesty - public forgives more willingly an honest mistake than it does with a calculated lie. Third - be informative - rumors appear if no information is given and they can cause more damage to the corporation than the truth. Forth - be concerned and show it with regard to the victims - in this way, people will show more forgiveness. Lastly - maintain two-way relationship because the company can learn about the status of the public opinion by listening. (Wilcox, 2006, pg. 261)
References:
Hubbard, Michael (2006), History Lesson Part II: Diet Pepsi. Retrieved on April 25, 2008 from Crisis Public Relations Blog, http://crisispublicrelations.blogspot.com/2006_03_01_archive.html
Sterling, Greg (2006), MySpace, PR Nightmare in the Making. Retrieved on April 25, 2008 from Search Engine Journal, http://www.searchenginejournal.com/myspace-pr-nightmare-in-the-making/2969/
Wilcox, Dennis. (2006), Public Relations: Strategies and Tactics, Boston, MA. 8th Edition.
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