The Backcheck news release was highly offensive and inappropriate. It referred to a serious murder instance in order to further its services. Back check should not have used this case as a way to attract clients. It was offensive because family members of the murder victim were affected by the incident. It would have been much more appropriate and effective if the company were to use a fictional scenario rather than an actual headline. I think the company would have saved itself from media negativity and a bad image if they had chosen to take a different route with the release.
I think Fleishman's handling of the release was excellent. I think they reacted in a timely manner and addressed the issue effectively. The apology was more than appropriate for this situation and in the end saved Backcheck from losing its entire image as a company. I think Fleishman's apology was necessary because they news release was highly offensive. I think a stated apology was the only option. As for Fleishman's image, I think it made them look very respectable as a PR firm. Without the apology, I do not think Backcheck would have survived the incident.
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