Sometimes it seems as if the damage control folk are trying
to put out a fire with lighter fluid.
Zicam is a cold remedy that I had never heard of. Till I saw
this ad.
The awkwardly phrased headline made me pause, but only to try to
figure it out. Did it mean that thanks to their millions of loyal users they
are still here? And if that was the case, that what was the exclamation point
doing after “users”? Or did they mean that (We give) Thanks to our millions of
loyal Zicam users! (Because of you) We’re still here for you!
More important than imprecise headlines is the tone of the
body copy. The second paragraph starts off, unsurprisingly, with an affirmation
of their faith in their product: “We firmly believe in the safety and
effectiveness of our products.” Why are they telling me this? I was not aware
that someone has said they were not safe and effective.
At least, till the next sentence. “Based on the FDA’s
recommendations, we have voluntarily taken two nasal products off the shelves
till we can resolve this issue.”
What recommendations? And if the FDA suggested doing it, why do they
consider it voluntary? And what issue is waiting to be resolved?
In fairness, perhaps those who know about the product
already knew about the problem. But I don’t think this ad will make them feel
any more comfortable. And I wonder how many others, like me, will only remember
that the FDA had cautioned users about Zicam.
As a wise man once said, “Be careful what you say on
Tuesday, because it can come back and bite you on your butt on Friday.” So if
you are having a public relations nightmare, it's a good idea to be truthful, be responsive, and
act promptly. No hemming, no hawing, no bull.
What do you think?
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