Big Mac Back (in STL)

A few years ago, many would laugh at the thought of Mark McGwire being back in a baseball uniform. These same people would likely be rolling on the floor had they been told that this return would take place in a St. Louis Cardinals uniform. Well fans, get ready to laugh like a child during a Hannah Montana marathon. The same McGwire that lied to a grand jury about his steroid use will now be teaching young hitters how to succeed in Major League Baseball. Not only is this event shocking, but it is another potential example of a public relations nightmare.

On the surface, this signing may seem like an easy thing to market. McGwire is an icon in baseball due to an historic 1998 season that saw him hit a then-record 70 home runs. A lot, however, can go wrong with this signing. To begin with, the Cardinals are going to have to explain to the baseball world why they gave him another chance after he embarrassed himself and the game by lying about his steroid use. Sure everyone deserves a second chance. The role of hitting coach, however, doesn't seem to be an appropriate second chance for a guy who cheated when he hit. With that being said, the Cardinals better hope that they stay out of the negative headlines while McGwire is employed. Can you imagine what would happen if a Cardinal tested positive for steroids while Big Mac was hitting coach? The damage would be irreparable.

This is one of those things that could go either way. Could it possibly run smoothly and avoid becoming a PR nightmare? Sure. Is the risk one worth taking? You be the judge.

Dirty Domino's Pizza

What's for dinner tonight? For your sake, hopefully it’s not Domino's Pizza. A video recently posted on youtube.com shows two Domino's employees doing unimaginable things to a customer's order. The video shows a young male worker sticking cheese up his nose, sneezing on food, and picking at a sandwich with his finger. The two workers involved in the video claim that the video was just a gag, and say that the food was never actually served to anyone. Domino's did not take the actions or the statement lightly, however, as both workers were fired. The workers also face up to a year in jail.

In the business of public relations, this type of thing is called a "public relations nightmare". Patrick Doyle, president of Domino's, was the first to respond in a video ironically placed on youtube. In his online statement, Doyle states the obvious saying that the customer is the number one concern of the large pizza chain. He goes on to mention that this particular location is currently struggling, but has taken actions to re-sanitize the kitchen. I don't know if it's just me, but this seems like a particularly weak attempt. When something such as this incriminating video hits the internet, the damage is done both locally and globally. I was unaware of this video until today, and I will definitely think twice about ordering Domino's in the future. I would assume other people would do the same. Come on Mr. Doyle, you can do better than this.

Public Relations in Action

Michael Vick has signed an endorsement deal with Nike. Again? Well, at least that's what Vick's agent told the media on Wednesday. In case you may have lost all forms of media for the last two years, Michael Vick was recently released from jail after he was convicted of dog fighting. With this being the case, Nike denied the relationship on Thursday saying that the company does not have a contractual relationship with the Philadelphia Eagles star. Vick lost all of his endorsement deals, including one with Nike, in 2007 when he was first accused of mistreating dogs.
Nike's public relations department had to put their foot down on this ordeal. Sure Vick is the most popular comeback story of the still-young NFL season, but the baggage he carries with him is enough to scare most of corporate America away. Yes, Vick could make Nike a lot of money. Vick is, indeed, currently making the NFL a lot of money for many reasons. His new Eagles memorabilia is doing surprisingly well and his mere presence on an NFL sideline is enough to increase league attendance. However, signing Vick to another endorsement deal would neglect a number of fans including those involved in animal rights. Nike needed to take a stand one way or the other and they firmly did so by keeping Vick away. Maybe in a few years, but as of right now, signing Vick would be a public relations nightmare.