Public Relations

Mike Jeffries was the CEO of Abercrombie & Fitch’s (A&F) for approximately 26 years. During his tenure, the company experienced more than a few Public Relations crises and responded in many ways. 

In a 500-650 word essay maximum, describe and analyze the major crises that occurred during Jeffries’ administration of A&F. How did the firm respond to negative public and press opinion? Did its various responses help (or hurt) the brand? Overall, would you characterize A&F’s crisis communications as (in)effective?

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