NFL team, the Washington Redskins, obviously didn’t learn from the NYPD’s failed attempt at connecting with the citizens of New York in a positive manner by means of the creation of their Twitter hashtag “myNYPD,” which had invited Twitter followers to post happy pictures with the police, but instead received endless posts of police brutality and other negative connotations. The Washington Redskins, which obviously harbor a very racist and controversial team name, had tried to create a similar sort of hashtag while currently being under high scrutiny from various sources due to their highly offensive team name.
50 U.S. senators recently signed a letter to the NFL asking for the league to put pressure on the franchise and owner Dan Snyder to finally ditch the current name and implement a new one. On May 29th, the franchise created a Twitter campaign in response to said letter that invited followers to tweet @SenatorReid using the hashtag “#RedskinsPride” to tell him what the team means to you.
As one might have guessed, the responses were less than ideal for the franchise.
Worst team name in this era. Thanks for keeping stereotypes alive & well.
Stop the rationalization of racism. Change the name.
Hopefully the backlash against
#RedskinsPride will show the owner how out of touch Dan Snyder is
Cannot believe this exists in 2014. Change the name.
Hey @Redskins . I think you need a new PR strategy!
#RedskinsPride Is Probably The Worst Hashtag Ever
As a lifelong skins fan, I’ve come to the belief that a slur that offends any can’t truly honor a group’s heritage
It is sad to me that the NFL and the franchise itself are still so adamant about tradition and keeping this hateful name in use, and I find it strange that the powers that be who created and released this Twitter campaign could have ever thought that they would have received even a small amount of feedback and support from followers on this subject. As a PR practitioner, specifically dealing with social media, I think it is a good idea to separate the brand from the issue at hand before releasing any sort of PR tactic in order to gain a clear sense of how people are going to react, especially when utilizing a medium like Twitter where direct communication between parties is achieved.
(All information provided has been gathered from PR News online source: http://www.prnewsonline.com/water-cooler/2014/05/30/redskinspride/)