Pizza Hut Hopes One Dubious PR Stunt Will Fix Another

In the world of public relations, there is a costly difference between mistakes and stupidity. Mistakes are an inevitable part of life; stupidity really requires some effort.

Most acts of stupidity in public relations stem from a decisive disregard for the public on some important level, be it underestimating our intelligence, our patience or our values. When brands succumb to denial or deception, the public knows. We can feel it, because the public has “gut feelings” just like any individual.

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