10 PR lessons UPS has learned from FedEx’s Brown Bailout campaign

Perhaps you recall the multi-million dollar campaign FedEx launched at the start of the summer, accusing its rival UPS of receiving a government bailout. The campaign caused UPS considerable grief, which fought back with its “very small” in-house PR team. That team shared the PR lessons it has learned along the way. For instance, “when the issue is emotionally charged, don’t get emotional—stick to facts and correct misleading ones.”