Pierce Mattie Public Relations New York

When Target recently donated money to MN Forward, an organization that focuses on private-sector job creation and economic growth as part of political campaigns, it caused a world of controversy. While Target says they supported the Minnesota gubernatorial campaign of Republican state Rep. Tom Emmer through MN Foward due to his viewpoint on lowering corporate taxes; in the end it came down his stance on gay marriage that put Target in the awkward position of defending such a donation. Typically, companies don't (publicly) make direct campaign contributions or get involved in politics, but it appears Target's decision was in an effort to look at their bottom line without considering Rep. Emmer's other political agenda.

At first glance, looking at MNForward.org's website showcasing its Twitter stream, it doesn't appear to be helping Target much in trying to neutralize the situation. While some tweets say to support Target for back to school needs, others seem to debate that supporters are spending more money at Target vs. what they are losing from a boycott. With only around 256 followers, I wouldn't put much fear into those tweets, but I would however, suggest that Target ask MN Forward to not engage in any banter on Target's behalf. 

While Target may not have done their homework and researched this candidate's other political beliefs, they need to restate why they supported him in the first place, admit their mistake in overlooking his support to ban gay marriage and remind those protesting and boycotting that Target offers benefits to domestic partners and is also a sponsor of Gay Pride festivals.

I do think it was unwise on their part to get involved in any political campaign supporting one side over the other because in the end their customers aren't aligned with any one party, therefore no matter who you support, you will be alientating others as well. 

What do you think Target should do during this PR crisis?