Online Public Relations Thoughts

For those who follow law enforcement, there is an electronic control weapon that officers use called a Taser. The Taser shoots two tiny wires at a person that deliver a powerful shock which incapacitates the individual momentarily. It is designed as a method of control that delivers less harm than a bullet through a body part. Tasers have been controversial because activists claim that police officers misuse them. This has harmed sales of the device to police departments.

That is why the company's decision to provide a new camera accessory to record audio and video on the device is a good PR move. It's decision to show a realistic viral ad as part of this effort is even stronger. When one's existence is threatened by public opinion, lead with the facts, which is exactly what Taser is helping police departments do.