ABSTRACT
Jessica Deede sat at her desk, staring blankly at the papers in front of her. Her phone rang unremittingly, as reporters pestered her for Target’s official comment on the events of the last three weeks. Within this short time span, Target hadmanaged tomistakenly name two products in an offensivemanner. A plus-sized dress was named ‘‘GreyManatee,’’ only to be followed by a sandal the next week named ‘‘orina,’’ which translated to ‘‘urine’’ in Spanish. It fell to Jessica Deede-the spokesperson for Target-to determine how best to communicate the issues with consumers and the media.
