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A Search for a Quack: Why I Think Aflac Got It Right

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“AFLAC!” “AFLAC!” “A FLACK!”

We’ve all heard that quack from the TV ads which annoying comedian Gilbert Gottfried made famous.  As a PR pro, I cringe whenever I hear it because it sounds like the duck is calling me “A FLACK!”

Personally, I didn’t really care whose voice it was behind “AFLAC!,” but when Gilbert Gottfried inappropriately tweeted offensive jokes about the tragedy in Japan, it got me fired up. Coming from New Jersey and working in New York City for many years including on 9/11, the thought of joking about a tragedy of this magnitude was disturbing. And I think I have a pretty good sense of humor.

What the Aflac PR team did to turn a crisis into a brand win is quite extraordinary. Here are five reasons why:  Continue reading

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