After tons of media attention Rolling Stone has reversed their decision and agreed to run the Zondervan Bible ad they originally rejected. It doesn’t always work out this nicely, but the media frenzy gave Zondervan much more publicity than they would have received with the ad alone.
It’s also worth noting how Zondervan reacted from a public relations perspective. While they did express disapointment at the original decision from Rolling Stone and explained the facts of the story, the seem to have avoided making accusations or turning the issue into some sort of culture war. They let columnists pick at the absurdity of the Rolling Stone decision and stuck to the facts.
The PR lesson? Always take the high road. It’s doubtful Rolling Stone would have agreed to run the ad in the end if Zondervan had responded with vehement accusations and finger pointing. Zondervan didn’t lie down and take it either, but they managed to let the facts speak for themselves. In the end it’s been a win-win situation for Zondervan, thanks to wise PR.