When working in PR, it is important to remember the rule “audience first.” During the massive Hurricane Sandy taking over the Northwest, Gap and American Apparel did not follow this rule. Rather than consol to its audiences going through this tragedy, these two companies used the hurricane as a marketing tool. American Apparel said things like “…if you’re bored” and Gap tweeted “All impacted by #Sandy, stay safe! We’ll be doing lots of Gap.com shopping today. How about you?” The way the company reacted to the hurricane made it seem like it only cared about the brand and making money, not how its customers were doing.
In order for a company to maintain customers, it needs to be able to have customers’ emotional support first. When buying products, a customer should be comfortable with the company they are buying from and know that the company will be supportive in the future.