Urban Outfitters, is that blood?

As stated by Dr. Luttrell, from Social Media, “We can no longer argue that social media is on the rise or that it is in the early phases of adoption. Social media is here, and it is growing leaps and bounds.”  That statement proved to be true after social media blew up today on multiple sites, such as Facebook, Twitter, and Instagram when Urban Outfitters launched a vintage Kent State University sweatshirt that had blood splatter on it. This $129 sweatshirt was emulating an infamous school shooting that happened in 1970, when four students were shot by National Guard after protesting the Vietnam War. Both Urban Outfitters and Kent State had something to say after the picture of the sweatshirt went viral. Now where to begin with this clothing disaster, I guess the idea behind the sweatshirt.

Vintage Kent State sweatshirt from Urban Outfitters website.
http://www.businessinsider.com%2Furban-outfitters-kent-state-sweatshirt-bloodstain-

Urban Outfitters has come out with a statement apologizing saying, ” It was never our intention to allude to the tragic events that took place at Kent State in 1970 and we are extremely saddened that this item was perceived as such. This one of-a-kind item was purchased as part of our sun-faded vintage collection. There is no blood on this shirt nor has this item been altered in any way. The red stains are discoloration from the original shade of the shirt and the whole are from natural wear and fray.” -Urban Outfitters spokesperson.

I guess I see two sides of this argument for Urban Outfitters and the public. First, for anyone who has either shopped in Urban Outfitters or seen their clothing in various outlets know that they have very outside the box clothing. I personally like there clothes and have many pieces from their collections. Although, this certain sweatshirt could be exactly what the company said about it, ” the red stains are discoloration from the original shade.” This certain garment really could just have that certain pattern on it, not meaning to portray a horrific event in American history. Having worked in the retail industry for nine years, I understand that the manufacturing can vary the results of how a clothing items looks. This brings me to my next point, why would Urban Outfitters allow for a garment to be on their shelves that gave customers the idea that emulated a gunshot wound to the arm, with blood splatter. This was a massive event that effected thousand that were involved in the protest, and those around the country. If a retailer wants to selling a college sweatshirt, its probably not in their best interest to sell it with blood stains and bullet holes on it, with a school logo that had a massive shooting.

Now, I am very conflicted on what to think about this sweatshirt. I shop frequently at Urban Outfitters, so much that I actually have a shopper tote. So does this make me a certain type of hypocrite for having so much of their products, but bad mouthing the company at times when no one wants to be associated with them?  I feel that I am stuck in the middle of this trending social issue, but after reading the facts, I think that I am more disappointed in Urban Outfitters than anything else. Again, this is my personal opinion and I’m curious to know what your thoughts are on the matter?

My favorite top from Urban Outfitters, plus my frequent shopper bag

This has not been the company’s first controversial clothing item, as it has battled criticism time and time again. Some of these items include from the week.com, pro-booze for kids, the Holocaust-evoking “Jewish Star” shirt,” Obama/Black” T-shirt, and the “Eat Less” T-shirt. I have a feeling that this will not be the last time Urban Outfitters will be in the news for outrageous and offensive clothing.

Due to the masses that flock to social media, it allowed for this story to be spread quickly to those over a multitude of sites. As an effect of social media being so profoundly used daily, this sweatshirt spread like wild fire. As chapter two stated media allows us to make channels through which we make connections with others in many forums. We can now connect through pictures, websites, and mobile devices. If we didn’t have this great social media source, I don’t think that this news of this sweatshirt would have spread as fast. Today, I saw this link being posted to numerous social media forums. This caused a chain reaction of outcries from a magnitude of people. Another piece that stood out to me from chapter two was, from Barlow saying, ” Internet has created a generation of people accustomed to finding their own answers, creating their own systems, forming their own new communities.” By Urban Outfitters creating this sweatshirt, it left an open-ended meaning for consumers. As a result of their actions, the internet allowed for the sweatshirt to be shared on social media sites and communities of people began to assume that they wanted to recreated something from the Kent State shooting.

From the Circular Model of SoMe for Social Communication, the four components: share, optimize, manage, engage were majorly used by Urban Outfitters today, and by PR practitioners to fix this mixed message for the company. The company shared by rebuilding trust and connection with outside sources such as their customers, news outlets, and Kent State. Urban had to optimizes by reading and listing to authentic conversations that were happening about how customers felt about the sweatshirt. PR practitioners had to manage the media by quickly jumping on responses due to major criticism of the company’s bad choice in clothing making. Finally, PR practitioners and the company had to engage on how they would reach the audiences effectively.

The Four Founding Quadrants

      The role of social media is rapidly becoming the most important aspect and tool that public relations practitioners can use in their day to day activity. This is an element that allows for companies to reach out to their stakeholders, media outlets, and companies constantly. Four key ingredients to that equation lie within the quadrant of public relations, that allows practitioners to either solely focus on one, or integrate all together with aid of social media.  As Dr. Luttrell explained in chapter one of Social Media, the four quadrants include media, community, business, and government.

Photo provided by: Media Mark Spotlight/Google image.

    Each of these quadrants, I found to be true after reading, are the meat and potatoes for PR practitioner to truly complete the full circle of social media. It is evident that by themselves one quadrant can make great impacts on a company, but intertwining all four allows for that more direct formula to success. With any company no matter the product or service they provide for stakeholders, wants to maintain a certain image.  Having open communication through some examples such as publicity, customer interaction, lobbying, and investor relation lets there be a wide range of social outlets.

After reading about all four quadrants of public relations, I came to realizes that even within my current job that I hold there are elements of those  four functions. While some of these are not as evident because of my position at the company, I can begin now to recognizes some of the public relations tools at hand. I know that I am a novice in the public relations world, but even after reading the first chapter of Social Media I seem to\ be picking up on key functions that trickle down throughout the company.

I have been working for Nike for two years now, as most know, it’s one of worlds leading sports retailers. Nike has a hand in most sporting outlets, rather it be its clothing, sponsoring teams and events, or developing the newts technology for its athletes. One opportunity that arose in the store was giving back to the community and giving more of our time volunteering. At the time I just thought this was volunteering at work, now I can give it a perfect public relations term, community relations. A Facebook page was set up to spread the message not only for any member of the staff to come and participate, but also anyone in the surrounding community.  A small team of athletes at the Howell Nike Factory Store got together to go and lend a helping hand in  local children day, that took place at the community center. While the team was assisting in encouraging children, water duty, and running certain events, we were also passing out coupons to come back to the store and use. Without even knowing it, myself and the rest of the team was participating in a trickle down effect of community relations developed by public relations practitioners.

Lindsey and myself setting up an event at the Howell community center/via Facebook.

As stated by Dr. Luttrell, ” We must remember that “community” no longer means just the physical community, but also online community.” That is becoming so true in todays technological age. Very few companies or groups send out snail mail anymore. Social media allows for you to send out that message, and have it instantly become active. This is what the Nike athletes did at the Howell store, getting this event into a “now” topic for the community. Community relations in not only beneficial to the company’s image but has a positive effect on the community at large. While this was a small community outreach, it still helped implement Nike’s core vales and image. Focusing on physical fitness and starting a healthy lifestyle at a young age is an essential part of Nike’s core values. By having employees getting out and giving back to the community it proves that the company cares about its stakeholders not only in their stores but for the common good as well.

I love the development and growth that social media has had with public relations in the last decade. There is such a vast range of social media, its not just restricted to the common online sites we all know.  The four quadrants are just the first building blocks to the importance of social media. Even after the first chapter, I feel that I could find those four functions easier and be able to recognize them from a public relations practitioners standpoint.

Picture provided by: alpinepr.com/google images.