Why Breaking Policy is Often Good PR
I’m sure many of you have been to sporting events where they give big prizes for making a miracle shot–a car for hole-in-one, cash for a half-court basketball shot. You get the idea.
I ran across a story this morning that seemed like such a no-brainer marketing opportunity, that I was shocked to see how it may play out. As you’ll see from the video, an 11-year old boy won a raffle for the chance to win $50,000 for making a miracle hockey shot. Since he was outside playing, his father sent his identical twin, who nailed the $50,000 shot–an 80+ foot into a 3.5-inch goal.
So what’s the no-brainer? Sure, it was the the kid’s twin brother and not the winner of the raffle. And sure, technically, the insurance company isn’t obligated to pay the $50,000. But sometimes, a PR opportunity to generate goodwill and be a good corporate citizen slaps you in the face.
Why the insurance company hasn’t already come out and captured this gift-of-a-moment is beyond me. It’s a no-brainer for sure. They should realize the gift they are given, wrap themselves in the flag of this event and celebrate the fact that this 11-year old kid made such a miracle shot.
Being a hero in this story is worth far more than $50,000. And you can be sure that fighting the negative public opinion that’s growing from this story will cost far more than $50,000 to reverse.
Sometime, your best policies are your worst liabilities. And sometimes, breaking those policies can make the best PR.
What are your thoughts? Leave them in the comments below.