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A recent Daily Mail article highlighted a fantastic example of how Twitter can be used to diffuse an issue or restore an image, in super-quick time. (To be fair, Twitter is also a great tool to create and issue, or destroy an image, in super-quick time. But that is a whole other issue for another blog entry).
The case in question I am referring to is that of Welsh opera singer Katherine Jenkins, who was lambasted in a recent documentary, ‘Katie: My beautiful friends’.
In said documentary, a burns survivor, Emily Savage, criticised Jenkins for an apparent quote she made in a paper appearing to bemoan her good looks, saying that ‘it’s difficult being beautiful’. Savage said she was annoyed by Jenkins’ remarks, asking whether she would rather swap lives.
Faster than the speed of lightning, Jenkins’, apparently after seeing the documentary, tweeted the show’s host Katie Piper, denying the quote and asked to be put in touch with Savage. Jenkins’ then had a tweet conversation with Savage, again denying the quote and even offered free tickets to her next concert. Situation resolved.
How do I know all this? Not because I follow any of the three women, but because the whole saga was reported in the Daily Mail the next morning, along with the twitter transcript for posterity.
Now, I may be cynical, but I wouldn’t be surprised if there was a PR guru doing an A-class job behind the scenes. If not, how did the Daily Mail get wind of this so quickly?
Put simply, Jenkins and her PR team did not just need to explain the misquote to Savage, they needed to share it with the world, to avoid any negative PR. That’s why Twitter was the channel of choice, rather than the traditional phone call or holding statement.
I may be wrong, and the fleet-of-foot idea may have genuinely belonged to Jenkins, but don’t be surprised if you see a smiley Tweetpic of Jenkins and Savage, at the former’s concert, splashed across the DM in weeks to come.