When it comes to tweets these days, most of us tend to think of the president and his late-night tweet-rants. His tweets have often been costly in terms of damaged international relations, further divisiveness within our own country, and lots of head-scratching and confusion within his own party. Yes, tweeting can be costly.
And we all just saw an example of a very expensive tweet, when the accountant for PriceWaterhouseCoopers working the Oscars Sunday night handed the wrong envelope to Best Picture presenter Warren Beatty. It turns out, the PWC guy with the envelopes was busy tweeting from backstage and was distracted.
Just like distracted driving, except no one was hurt or killed. The guy's career at PWC, however, might be dead as a result.
From a public relations/crisis communications point of view, PWC handled it properly. They immediately issued a statement apologizing and not making excuses. They promised to check to see what went wrong, while again apologizing to all involved.
And now that we see the fault lay with one distracted person, PWC should be forgiven. I disagree with CBS head Leslie Moonves who said said the firm should be fired.
It certainly is embarrassing, but the company will get past it. Here's a very public example of how truth wins out when it comes to public opinion. The company made no excuses, accepted the blame and offered a sincere apology.