KENT STATE UNIVERSITY PRSSA
  • Home
  • About Us
    • Bylaws
    • Awards
  • Members
    • Officers/Advisers
    • NMGZ
    • Points & Recognition
    • Mentorship & Alumni
    • Committees
  • Events
    • Schedule
    • Conferences
    • 50th Anniversary
  • Resources
    • On-campus Opportunities
    • Scholarships
    • Internships >
      • Student Experiences
      • Internship Experiences
    • Reimbursement
    • What Is PR: High School Outreach Initiative
  • Diversity
  • News
    • Newsletters
  • Blog
  • Contact Us
    • Speaking Opportunities
  • Join

Red isn't our color

9/15/2014

3 Comments

 
Urban Outfitters Vintage Kent State Sweatshirt(Photo: WKYC-TV)
by Steph Martoccia

Social media and online news outlets are buzzing about the Urban Outfitters sweatshirt that features the Kent State University logo and what appears to be splattered blood, alluding to the May 4, 1970, shooting on campus where four individuals were killed.

Thousands of people are tweeting their outrage, making both “Kent State” and “Urban Outfitters” trending topics on Twitter. The worst part about this whole situation is Urban Outfitters has either lied to the public about the motive behind its sweatshirt, or its designers are very ill-informed about historic events.

Urban Outfitters apologized for the outrage the sweatshirt caused. The company released this statement on the morning of Sept. 15:

"Urban Outfitters sincerely apologizes for any offense our Vintage Kent State Sweatshirt may have caused. It was never our intention to allude to the tragic events that took place at Kent State in 1970 and we are extremely saddened that this item was perceived as such. The one-of-a-kind item was purchased as part of our sun-faded vintage collection. There is no blood on this shirt nor has this item been altered in any way. The red stains are discoloration from the original shade of the shirt and the holes are from natural wear and fray…"
From a public relations standpoint, this statement is not good. There are hundreds of universities in the nation Urban Outfitters could have placed on this sweatshirt, yet the company wants its publics to believe it was an accident Kent State was featured on a faux-bloodstained sweatshirt. Kent State colors are blue and gold; why would Urban Outfitters choose red for this sweatshirt? 

Urban Outfitters should not try to cover up its mistake; it makes for a shallow apology. It should be telling the truth behind the motive of this shirt instead of saying the “sun-faded” discoloration has led to the appearance of blood splatter. The validity of the statement is hard to believe, making this a public relations catastrophe.

Kent State released a statement as well, stating:
"We take great offense to a company using our pain for their publicity and profit. This item is beyond poor taste and trivializes a loss of life that still hurts the Kent State community today. We invite the leaders of this company as well as anyone who invested in this item to tour our May 4 Visitors Center, which opened two year ago, to gain perspective on what happened 44 years ago and apply its meaning to the future."
The Urban Outfitters spokespeople could learn a thing or two from Kent State media relations pros. This statement not only demonstrates a clear, concise reaction to the event, it also promotes the May 4 Visitors Center, something that may not have gained any national media attention otherwise.

The release of this sweatshirt is truly offensive to the Kent State community, and the way Urban Outfitters has chosen to handle this dilemma is testing the loyalty of its remaining customers. Many people have declared via social media they will never shop at this store, again. Whether their statements are true or not, it is clear this company has to work on its communications before it is able to regain public trust. 
3 Comments
Cindy Deng
9/15/2014 12:58:27 pm

I applaud this, Steph. Way to get this post out in real-time. Great work!

Reply
Charles Silverman
9/16/2014 04:06:24 am

What a thoughtful comment to Urban Outfitters response. Unfortunately their bad taste may eventually "fade" in time (like their T-shirt) and people will have forgotten.
But, in writing your article in a timely manner, makes them aware (as well as other companies) that there needs to be more sensitivity in advertising. Congratulations on a job well done and staying alert to their infractions.
Good luck Steph!
Charles

Reply
Bill Martoccia
9/16/2014 04:58:20 am

Good job. It takes courage to put your views out for public review. The positive comments are great,but more importantly you engaged in the debate. We are so proud of you.

Reply



Leave a Reply.


    Archives

    December 2022
    November 2022
    October 2022
    August 2022
    May 2022
    March 2022
    February 2022
    December 2021
    October 2021
    March 2021
    February 2021
    December 2020
    November 2020
    October 2020
    September 2020
    April 2020
    February 2020
    December 2019
    November 2019
    September 2019
    February 2019
    January 2019
    December 2018
    November 2018
    September 2018
    August 2018
    May 2018
    April 2018
    March 2018
    February 2018
    January 2018
    November 2017
    October 2017
    September 2017
    August 2017
    July 2017
    June 2017
    April 2017
    March 2017
    January 2017
    December 2016
    November 2016
    October 2016
    September 2016
    August 2016
    July 2016
    June 2016
    April 2016
    March 2016
    February 2016
    December 2015
    November 2015
    October 2015
    August 2015
    July 2015
    April 2015
    March 2015
    February 2015
    January 2015
    November 2014
    October 2014
    September 2014
    April 2014
    March 2014
    February 2014
    January 2014
    December 2013
    November 2013
    October 2013
    September 2013
    June 2012


    Categories

    All
    Bateman
    Brands
    Career Development
    Communications Connection
    Crisis
    Entertainment
    Ethics
    Fashion
    Global Issues
    Guest Blog
    Homecoming
    Integrated Marketing Communications
    Leadership Rally
    Media Relations
    National Assembly
    National Conference
    On Campus
    Opinion
    PR In The News
    PRKent Alumni
    PR Sequence
    PRSSANC 2018
    Public Affairs
    Recaps
    Student Experiences
    YouToo Social Media Conference

    RSS Feed

Powered by Create your own unique website with customizable templates.
  • Home
  • About Us
    • Bylaws
    • Awards
  • Members
    • Officers/Advisers
    • NMGZ
    • Points & Recognition
    • Mentorship & Alumni
    • Committees
  • Events
    • Schedule
    • Conferences
    • 50th Anniversary
  • Resources
    • On-campus Opportunities
    • Scholarships
    • Internships >
      • Student Experiences
      • Internship Experiences
    • Reimbursement
    • What Is PR: High School Outreach Initiative
  • Diversity
  • News
    • Newsletters
  • Blog
  • Contact Us
    • Speaking Opportunities
  • Join