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Negli scorsi giorni la notizia del ritiro dal mercato di 18 milioni di giocattoli pericolosi Mattel aveva preoccupato le famiglie di mezzo mondo. Oggi Bob Eckert, Chairman & Chief Executive Officer di Mattel, Inc., affida le sue scuse e le sue intenzioni riparatorie ad un video messaggio .
L’uso dei video nei momenti di crisi aziendale ha, per intrinseca natura del mezzo, un forte impatto emotivo e quindi va usato con molta parsimonia. In questo caso penso che Mattel abbia fatto bene a rilasciarlo perchè Eckert riesce ad apparire convincente ed empatico (me lo confermano alcuni amici americani). Sicuramente sarebbe stato meglio se si fosse usato YouTube per invogliare la diffusione del messaggio in blog e social network, come fatto dal CEO di JetBlue in seguito ai disservizi dello scorso febbraio.
Valentino Rossi ed il suo ufficio PR hanno molto da imparare…
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