Peacock PR

There is no doubt that social media has had a huge impact on public relations. The ability for general population to comment on hot topics in real time has shaken up the once heavily controlled world of PR. This seems like it would be a very bad thing for all public relations teams out there, but not always. In the case of the Central Park Zoo, twitter was able to put a positive spin on a rather negative occurrence.

A peacock escaped from the Central Park Zoo on Tuesday, shortly after the news broke the peacock had two twitter accounts. The peacock perched in the window on a swanky Fifth avenue high rise and tweeted about his inner most thoughts and feelings. He referenced the two other escaped zoo animals. He hinted that cobras aren’t very smart and denied the allegation that he is the father of the peahen’s babies saying “I’m calling Maury!” He even started a hash tag #ReplaceAWordInaMovieTitleWithPeacock, which yielded some hilarious responses like “James and the Giant Peacock” and “How to Lose a Peacock in Ten Days.”

On the list of bad things that can happen at the zoo, an animal escaping is near the top. However people weren’t talking about what the Central Park Zoo may have done wrong. They were talking about the wit and hilarity of the smug tweeting peacock. So who is behind @CentralPeacock? Is it an astute, PR savvy zoo employee? According to his tweet, it is a freelance writer who was simply the fingers, not the brains of the operation.

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One Response to Peacock PR

  1. Stephanie says:

    Erin, this is priceless! Not only did they communicate honestly and creatively in a time of crisis, but also turned what could have been a tragic blow to their reputation into an opportunity to connect with the public in a witty way. This is a great example of how organizations can (and often should) be transparent when it comes to damage control without jeopardizing their image in the eyes of key stakeholders.