The Importance Audience Testing

A recent decision by Earl’s Restaurants to start using an American company to supply their beef turned into a public relations nightmare for the chain with sales dropping almost immediately. CTV’s Jamie Mauracher asked Jason Krell from At Large Communications to weigh in on the situation from a PR standpoint.

The attempt to create a campaign in favour of certified organic beef came with the best intentions but the lack of research and audience testing created a PR nightmare for loyal Alberta Beef customers boycotting. Read the full story here and watch the clip below from the 6:00 News on June 22nd, 2016: