CBS’s PR misstep

In public relations, how a company reacts to an event can have just as much of an impact as the event itself. Being transparent in the wake of a scandal, issuing a genuine apology, taking responsibility and attempting to make amends can help brands improve their reputation. CBS proves the opposite can also hold true.

The Big Brother network tried to block ABC from airing its new reality show Glass House, claiming copyright infringement. When the judge refused to grant the injunction, CBS responded with a sarcastic and snarky release announcing a faux Dancing With The Stars rip off. Here are a couple of passages:

CBS ANNOUNCES DEVELOPMENT OF “DANCING ON THE STARS,” AN EXCITING AND COMPLETELY ORIGINAL REALITY PROGRAM THAT OWES ITS CONCEPT AND EXECUTION TO NOBODY AT ALL … “Given the current creative and legal environment in the reality programming business, we’re sure nobody will have any problem with this title or our upcoming half-hour comedy for primetime, POSTMODERN FAMILY.”

CBS comes off looking like whiney, sore losers. Even worse, this little tantrum actually brought more attention to their competition. TV has always been a copycat business. I mean there’s at least two hand fishing shows for crying out loud. But those shows, and countless others that share a premise, don’t have the intrigue or buzz CBS is creating for Glass House.