To my surprise J.C. Penney has already removed the racy advertisement from You Tube! I do not think this was a good public relations move. I believe that by removing the video from you Tube is only covering up the issue. Crisis communication is about speaking out and addressing the issues at hand, not just shutting up the problem!
I wouldn’t have a problem if the situation was clear; the current situation is about pointing fingers. It is also still unclear how the J.C. Penney logo got in the advertisement and why it was first spotted in the blogosphere after winning a prestigious award. J.C. Penney needs to address these questions.