Tuesday, July 11, 2006

Loop of Disaster 

By now, you must have read or seen the sequence of the burning Dell laptop. The images and story have been reported online and through traditional media and have turned into a loop of disaster for the company. Each time someone sees it, Dell's reputation and sales take a blow.

From a PR perspective, this is a fierce headache. There is nothing one can do to stop the story and little explanation that can take away frightening images of flames leaping from a tabletop.

Pardon the pun, but Dell has to wait until viewer interest burns out and rebuild its reputation. It also needs to get explanations everywhere into online and traditional media for what happened and why it isn't going to happen again. To Dell's credit, it is working on doing just this, but it will take a long time.

How did Apple handle this back when it happened to their laptops?

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