In $2014,$ Malaysia Airlines launched a marketing$/$public relations campaign titled $$My Ultimate Bucket List,$$ inviting people to talk about places they would like to go and activities they would like to do before dying. But earlier that year, two Malaysia Airlines flights had crashed, resulting in more than $500$ deaths, so the use of the term $$bucket list,$$ given its association with death, proved to be inappropriate. This incident showed that:

The PR professionals who designed the message did not conduct audience analysis.

The PR professionals who designed the message did not use the right platform.

The Airline industry should never design a PR campaign titled $$My Ultimate Bucket List.$$

The PR professionals who designed the message did not consider the right timing.