Shanghai Pudong Development Bank has aroused heated discussions among the public because of a poster. As a well-known banking institution, it still lacks comprehensive consideration in publicity and planning, which has caused unnecessary public controversy. However, it is very regrettable that I thought I could use hot topics to hype or take advantage of the situation to highlight the advantages of Shanghai Pudong Development Bank credit card. However, under the background of close public attention, Shanghai Pudong Development Bank chose to use the fire martyrs for advertising, and announced in the poster that it would waive the outstanding credit card payments of the Liangshan fire martyrs. Perhaps, for Shanghai Pudong Development Bank, taking advantage of the opportunity for publicity may be the expected goal, but by using the fire martyrs for advertising, it shows the public an attitude of disrespect for the martyrs. Subsequently, although Shanghai Pudong Development Bank apologized for the incident, it was still a disrespectful attitude towards the martyrs, which aroused public criticism. Perhaps, the Shanghai Pudong Development Bank's poster promotion was a relatively failed planning and promotion, and was even suspected of illegality. Therefore, through this incident, it actually sounded the alarm for corporate publicity and planning. For enterprises, they should draw on the lessons learned from this incident and should not use martyrs or serious matters as the objects of publicity and planning. Sometimes if they are not handled properly, it may cause negative publicity effects, and the gain outweighs the loss.