Media targets: When a spark in social media develops into a mainstream media storm

This chapter investigates how public relations professionals can best manage social media crises of high interest to mainstream news media. It explores this question through a a case study of mass market retailer Target's 2012 media crisis over its fashions for girls aged 7-14. The case offers insights on the importance of monitoring social media and being prepared to step in and speak up in order to steer the public conversation that now takes place across multiple platforms