Although commercial campaigns are based on strategic planning, businesses can encounter various mishaps during a campaign. Budget changes, problems during printing and even problems while editing can lead to small and big crises, which can end up putting the schedule in jeopardy.
During the presidential elections in 1912, George Walbridge Perkins, who was in charge of the Presidential campaign for Roosevelt, found himself in a crisis which could have lead to disastrous problem for the campaign. Three million pamphlets had been printed with the picture of Roosevelt on them. When he was inspecting the pamphlets he saw “ Moffet Studio, Chicago” written under the pictures, the studio where Roosevelt had taken his pictures. Perkins figured that this problem could lead to copyright infringement and the studio could sue the campaign for three million dollars. Perkins contacts the studio immediately and sent them a message saying; “ We want to print 3 million pamphlets with Roosevelt’s picture on it, taken in your studio, to be used during the Presidental campaign. This is a great publicity opportunity for your studio. How much will you pay to us to use your picture? And Moffet replied; “ We have never done anything like this before degree. İndeed this is a great opportunity for our studio but all we can pay is 250 dollars”