I don't want to second guess Animal Planet or the BFRO folks (Bigfoot Field Research Organization), but I'm assuming this is not the reaction they were going for from viewers. I get the sense that they wanted the opposite effect. Surely they hoped that people on the fence or over the fence on the Sasquatch theory (i.e. hubby) would get involved with the BFRO, buy their stuff, Like their Facebook page, get the t-shirt, hat, yada, yada. But it seems, instead, they are making believers into non-believers. Bummer.
So what does any of this have to do with PR? Well, this is a good example of a bad PR move. Someone at the network didn't think this through. I mean, at some point, just make something up for Pity's Sake so these poor Sasquatch folk can keep thinking that giant ape-like men are alive and well. What we have here is a case of not having the end goal in mind. Every public relations campaign should start at the end. Everything in the middle should lead to the same end. Otherwise, your good intentions will lead your PR efforts down the wrong path-- to that place of eternal sweat where all good intentions lead. And apparently, there is no Bigfoot there either.