DYOT: DO YOUR OWN THING

The case leads the students through a scenario that showcases social media strategy gone wrong and through the lens of DYOT CEO Tahir, and places them at a decision point at the peak of the ensuing crises. Tahir is facing a difficult decision and his marketing team has all but given up on crises management efforts. Their predictions of public relations success and clutter breaking through a controlled controversy about women’s empowerment have gone wrong, national and international media has turned its attention to their brand and its latest communication, and he faces the ire of both, people he expected to offend, and those he expected would come to his defense. Since this was DYOT’s launch, backing off with an apology may show an admission of guilt and sink the new brand before it ever gets started, however continuing on with his message may run the risk of him becoming a rallying cause for activists and evangelists to come together with the public in his censure. (Harvard)