American Apparel 's Internal Communication Essay
INTRODUCTION Background On July 4th, 2014, American Apparel experienced a crisis on its Tumblr account. An international social media employee accidentally posted an offensive photo of the Challenger Space Shuttle Disaster. This resulted in negative feedback from the online community, which caused the photo to be immediately removed. A quick apology was provided on behalf of American Apparel to maintain public relations; however, the company's reputation still needs to be assessed. Purpose The purpose of this report is to explore the American Apparel Tumblr controversy, determine what caused the internal communication failure, evaluate the approaches that American Apparel used to handle the situation, and decide if American Apparel has recovered from any damages. Recommendations will be provided to prevent future online failures. The report is unlimited to budget constraints; thus, recommendations have been developed based on this notion. Scope The focus of this report is on American Apparel's internal communications regarding: (1) Upward communication and (2) Horizontal communication. External communication will also be examined such as: (1) Hashtags used to publish the photo, (2) Online feedback on the image, (3) Online apology to stakeholders, and (4) Feedback on the apology. Sources and Methods Secondary sources used in this report were established between 2014 and 2015. Reputable business news articles were consulted to learn about the controversy, such as
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