An example of effective PR online would be Em Michelle Phan Makeup. Michelle Phan is a makeup guru on Youtube, and then she makes her own Makeup brand. Her company is doing an effective PR online through multiple ways, one example is that they put her photos all over the place on the website as she is wearing her own makeup products; as a result, she creates more reliability to customers. The majority of customers would be more likely to purchase stuff if they are aware of its high level of reliability.
The website link: http://www.emcosmetics.com/on/demandware.store/Sites-em-cosmetics-Site/default/Default-Start?cm_mmc=LabeliumSearch-_-Google-_-Brand-_-michelle%20phan%20makeup&gclid=CP6S29bQ27oCFW3NOgod1RgAoQ
An example of ineffective PR online is ABC and Jimmy Kimmel's reaction for the joke about China on TV show. They did not respond nor take any action to express their thoughts about the aftermath of this crisis. From PR's point view, they should have taken some quick actions right after the crisis instead of ignoring it. As a result, the crisis could have been minimized or eliminated.
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