PR pros have given broad – but not universal – support for Yorkshire Tea’s “be kind” response to trolls and detractors, after a senior Conservative politician tweeted his fondness for the brand.
“Yorkshire Tea got it right,” said Mark Borkowski, founder of PR agency Borkowski.
“Distancing themselves from the ‘game’ of politics rather than just the ‘player’ (Rishi Sunak or the Tories) kept them out of the tribal squalor of that world. Their language and tone was also much plainer-spoken than the usual corporate social media account. It came across as modest and human, which seems consistent with their values.”