Living in Southern California, the word “killer” is part of surfing lingo. Something “killer” is considered really good and harmless. It works, as in “that pair of Oakley Radars is killer, dude!”
But when a brand assumes a different type of killer association, reputation damage is quick, the need for proactive PR immediate.
The phrase “Craigslist Killer” has entered our lexicon. News headline writers love alliteration and brevity to frame a story. The hook becomes the news industry’s very own brand signal for an ongoing saga. It’s a marketing cue or tagline for readers and viewers to follow since ad rates are set by number of subscribers or viewers. Sensationalism sells.
Killer tags are usually tied to a personality trait or calling card of the accused.
Remember the “Preppy Murder” case?
Or the Zodiac Killer? Son of Sam? John Wayne Gacy, the “Killer Clown”? Nortorious cases, all, forever cataloged in simple, easy-to-remember code.
Unfortunately for Craiglist, the alleged crimes of a Boston University medical student are linked with how victims were reportedly selected: through online advertisements they had posted offering services.
Craigslist has hired a PR agency to help “manage” the onslaught of media attention. Spin as the PR pros may, they’ll never alter the storyline, plot, and likely the ending.
