Please revise the press release according to the feedback from Professor
You have good language here about the apology, taking the issue head-on and not shying away from acknowledging it. I would recommend breaking your paragraphs into smaller paragraphs (of 2 or 3 sentences maximum). The goal of a press release is to convince the reporter to write a story about what is in the press release. Reporters are busy, so they need to be able to skim quickly through the release. With this in mind, short paragraphs are much easier to skim. You also only need to apologize in one paragraph, and then move on from the apology. Apologizing too much makes consumers think you don’t really mean it. I would also talk about the return policy sooner, perhaps in the first or second paragraph (which, again, should only be 2 or 3 sentences each). Also, the focus on this release should be more on what Goose Masters is doing for the future, which is establishing a factory where it will handle production and improve the quality for Chinese consumers. I’d spend more time focused on that aspect, and less on the apology. With that in mind, I would recommend that your headline say something like “Canada Goose establishes high-quality production factory in China.”
The Goose Masters
May 5, 2022
Cui Tang
[email protected]
Press release on customer feedback on issues with Canada goose products in China market.
BEIJING
The management of Goose Masters, an affiliate of Canada Goose, together with all the stakeholders, would like to take this opportunity to first apologize to all customers in China for the inconveniences caused by the quality issues raised regarding the dispatch that was distributed in the market. We understand that there have been several issues with our famous logo’s fabric quality and embroidery. We have verified that the stitching is rough, unlike the normal, and the fabric in the particular batch had some pungent smell. We also understand that any attempt to return the faulty winter jackets was declined due to the existing company policy prohibiting the return of products purchased in offline stores.
The Goose masters appreciate the feedback given and would like to apologize for the mistakes sincerely. We take full responsibility for the mishaps and acknowledge a lapse in our oversight and quality control. The company used new contractors to produce the batch. In a bid to get enough fleece jackets in the market before winter, we subcontracted a company to help in production. Even though the new contractor had enough training and a good sample to depict, we failed to do a thorough quality check of all the final products before dispatch and only sampled a few for quality control. We take full responsibility and are not in any way pointing fingers at the lapse in our judgment. After investigations, we also learned that eth pungent smell was caused by melding that occurred during storage and transportation. This was also another tragic mistake on our side, and we are very sorry that the fleeces got to the market in that state.
All factors considered, the company has decided to recall this particular batch from the market. This means that all returns are accepted, but customers will also be compensated for the inconveniences caused by the quality lapse. The company will give the affected customers an additional garment of their choice and replace the returned garment at no cost.
The goose masters take pride in producing quality winter garments regardless of the target market, so we have since cut links with the new contractors to avoid a repeat of the mistakes witnessed in China. We have established a new factory where we will be handling our production and distribution to ensure that eth garments reach the market in a good state as we have always done in Canada. To show good faith, we have opened our doors to the public, who can come in to supervise the premise and the production procedures. The company has employed new experts in the quality control department who we believe are up to the task and will ensure that there is no breach in the quality of our products before dispatch.
Again, accept our deepest apologies for the mistakes. We want to assure our customers in China that we are serious about delivering quality and meeting their needs. Your opinions matter to us, and we are keen on customer satisfaction.
For additional information, visit; www. Goosemasters.co.Ca
Sincerely
Goose Masters management
