KitchenAid needs a little aid in the PR department

KitchenAid, an iconic brand in the field of home appliances, has had a few social media issues recently.

First, during a 2012 presidential debate on Oct., 3, 2012, a tweet under the KitchenAid account went out that said, “Obamas gma even knew it was going 2 b bad! ‘She died 3 days b4 he became president”.”??? Wow!”

The tweet was quickly deleted from the KitchenAid twitter account and an apology was issued from the head of the KitchenAid brand, Cynthia Soledad.

Looking at the issue from a PR standpoint, I believe KitchenAid did a good job in apologizing, taking responsibility for what happened and removing the person who created the tweet from their team.

As far as PR issues go, this one was pretty mild and was handled in the best manner possible.

The next issue in the realm of social media that KitchenAid has recently faced involves a customer by the name of Aimee Woodall.

Woodall had a KitchenAid blender that had a part break while she was using it.

Woodall tweeted a picture of the broken blender to the KitchenAid twitter account and got a response.

A response basically saying her blender was old, and the part can be replaced.

They did something I think should never be done in PR, they placed the blame on their consumer.

KitchenAid should have apologized and offered to replace the part for the customer.

That would have been good PR.



My name is Calli Rathsam. I’m a 22 year old public relations major at the University of Florida.

I plan to use this blog to take an in-depth look at public relations breakdowns how they were handled, and possibly how they should have been handled.

I hope this blog will help me further my understanding of public relations and how social media is used in PR.

I don’t want to bash anyone or their methods, this blog is just to help me see issues from a PR perspective and to help me learn from the mistakes of others.

Thanks for reading!