Invent your own PR platform – claim you’ve outgrown the SYSTEM!

This is an interesting spin platform I wish I had thought of before.  And it could work in any industry that has some kind of generally adopted rating sytem (wine, airline service, the list is endless):


Locigally, you can’t compare another 5 star (NCAP) car with the XC 60

This is great!  The Volvo spin doctors are basically saying that there are not enough stars in the NCAP (New Car Assesment Program) and that (surprise, surprise) the new XC60 is SOooooo good that it effectively demands a new level in the safety rating system.  I have to say, I love the strategy – and it looks like the Sydney Morning Herald took the bait beautifully!

And judging from the reaction at the SHM drive blog discussion on the topic, not one regular punter saw through the clever (we are SOoooo safe….) spin for Volvo that the headline telegraphs:  VOLVO OFF THE SAFETY SCALE!

And the hook could work so easily in other categories.  Take wine.  A line like like “this wine has won so many TROPHIES that we need another level of award!” (trophies are the top score in an Australian wine show) .  Brilliant!

And there is already a growing concern with the devaluation of wine shows here (see this Choice item) and the rampant medal inflation that has bottlers even sticking labels that only look like medals – to attract the attention of the consumer.  Perhaps some wine maker could cry “foul!” and demand to have the system changed to fit their high standards!


Fake medal!

Coud “busting the system” work in your category?  I bet it could.  Give me a shout at!

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