Lots of brands released tweets of questionable taste accompanied by the #NeverForget tag and 9/11 references yesterday, but no one received as much flack as AT&T, which posted an image of the “Tribute in Light” as seen through the camera on its smartphone. The brand obviously takes its reputation seriously, because today Chairman and CEO Randall Stephenson issued a statement of apology:
Many in the PR and marketing communities found the original message to be relatively tame despite the general outrage that consumed Twitter for a few hours. So what about the apology: did he need to make it? Will it be enough?