Key Takeaways
– Brands must be cautious when posting about 9/11 on social media.
– Some brands have made mistakes in the past by inserting their logo into tribute images or making insensitive promotions.
– Organizations with personal connections to 9/11, such as Cantor Fitzgerald, American Airlines, and United Airlines, have appropriate responses.
– It is acceptable for brands to stay quiet about 9/11 if it does not have personal meaning to their audience or affect their business.
– If a brand decides to make a public commemoration, they should be kind, empathetic, and considerate.
– 9/11 is a day of remembrance and should not be used to make a profit or build a brand.
– PR professionals should focus on taking actions that build protective goodwill and position the company as a protector of the public.
The Importance of Tactful Remembrance
On the 21st anniversary of the 9/11 terrorist attacks, it is crucial for brands to approach the topic of remembrance with tact and sensitivity. The event still holds immense emotional weight for the United States, and any mishandling of the commemoration can lead to severe backlash. Brands must be cautious not to make themselves part of the story or exploit the event for their own gain.
Learning from Past Mistakes
In the past, some brands have made grave errors when attempting to commemorate 9/11. Inserting logos into tribute images or running insensitive promotions are examples of how brands can inadvertently offend and upset their audience. These mistakes highlight the importance of careful planning and consideration when addressing such a sensitive topic.
Appropriate Responses from Organizations
Organizations that have personal connections to 9/11, such as Cantor Fitzgerald, American Airlines, and United Airlines, have taken appropriate actions to honor the memory of the event. These companies have made donations, created memorials, and supported the families affected by the tragedy. Their responses demonstrate empathy and a genuine commitment to remembering and honoring the lives lost.
Remaining Silent: A Valid Choice
Not every brand needs to make a public commemoration of 9/11. If the event does not hold personal meaning to their audience or directly impact their business, it is acceptable for brands to stay quiet. It is crucial to avoid performative gestures or insincere tributes that may come across as opportunistic or inauthentic.
Approaching Public Commemorations
For brands that do choose to make a public commemoration, it is essential to approach the topic with kindness, empathy, and consideration. The focus should be on honoring the lives lost and the resilience of the nation, rather than using the event as a marketing opportunity. Brands should be mindful of the emotions that 9/11 evokes and ensure that their message is respectful and genuine.
Conclusion
The 9/11 terrorist attacks remain a significant event in American history, and brands must approach the topic of remembrance with care. Learning from past mistakes, organizations should strive to make appropriate responses that honor the memory of the event and support those affected. However, it is also acceptable for brands to stay silent if the event does not hold personal meaning to their audience or directly impact their business. Ultimately, the focus should be on kindness, empathy, and genuine commemoration, rather than using 9/11 as a means to build a brand or make a profit. PR professionals should consider actions that position the company as a protector of the public and build protective goodwill.
