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Apple's deal to take back non-brand phone chargers is not only brilliant crisis PR, it's a model for engaging consumers.
Apple has asked customers to trade third-party USB power adapters for a nearly half-off discount on its branded accessory. This comes after a Chinese flight attendant was reportedly electrocuted last month while using an iPhone as it was charging. The take-back program has been hailed as a brilliant PR move to defend Apple's brand, because it shifts blame to a charger unsanctioned by the company, though investigators haven't confirmed that conclusion.
There's a bigger idea here, though, that makes this program a model for brand engagement overall....
I'm not sure I'd call this brilliant "PR" but it's definitely smart guerrilla marketing or maybe brandjacking would better describe it? It is a very interesting and useful reminder of a response or real-time.