Retailer David Jones is adeptly Riding the waves of transmedia indignation
(from both sides) with the applomb of a PR surf god.
As embarrassing as the social media barbs at – and as spirited the defences of – Adam Goodes are, the alleged ‘PR Disaster’ actually helps DJs surf a swell of “controversy communications”, adding visibility for their new positioning campaign.
The creative, Kanye, the role model sponsorships – and even the social spat – assert DJs new brand posture: ‘The right-on choice for cashed-up consumers with a conscientous rock ‘n roll spirit’, I’m guessing?
Whatever the schtick, Goodesy’s (and others’) recruitment is an adept PR manouevre. Round 1, and both store and sports legend are countering with all the right moves.
A former publicist at Australian retail chain David Jones, has read out a well-composed statement in front of a packed media scrum, where she announced she was seeking substantial punitive damages over sexual harassment claims against Jones’ former CEO, Mark McInnes (below).