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Veteran PR practitioner said Puma have to bear risk of expressing their political standpoint

出自香港新聞網 - 樹仁新傳系學生實習習作

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(What your lead actually said was that Puma has handled its PR crisis in an appropriate manner provided that the picture in question was fake. But was the picture fake? No one seems to know, not even Tsang. Therefore you should emphasize in your lead that what Puma did was reasonable only if the picture was a fake.)

reported by Chan Yan Ying, 27th January 2015

Recently, sportswear company Puma has apologized for a catty HK Marathon marketing stunt that appeared to have its claws out for Chief Executive. Richard Tsang, a veteran PR practitioner, claimed that it is reasonable for what Puma has done after receiving the complaints but it may need to take risk in the aftermath of the move.


There is a photo posted on the Puma’s official Facebook page ahead of the race showed a cat pawing a runners’ t-shirt with the marathon competitor number “D7689” attached to the front. “D7” sounds similar to a Cantonese foul language while Leung’s opponents often call him “689”, referring to the number of votes he got in the 2012 CE election,so as to highlight his low popularity.


After receiving the complaint, Puma deleted the photo and apologized. Tsang said Puma should pay attention to the photo's authenticity. If it is real, the company has to state it crystal clear. Otherwise, it need to remove the photo. Public cannot blame Puma for having political stance if the photo is fake. However, if the photo is true and Puma delete it, it may show the company has its political stance and bear the risk.
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