The Biggest PR Fails Of 2023 (& The Lessons Learned!)
In this guest post, Media-Wize’s Anthony Caruana and Kathryn Goater take a look at 2023’s biggest PR stuff-ups and, more importantly, the lessons to be had…
Every year, companies, brands and people give us a masterclass in how to not engage with customers, the media or, indeed, the rest of the human race. And 2023 is no exception. From Elon Musk to start up founders, there are stories about how to ensure you annoy the largest number of people possible while trashing your reputation.
Authors Kathryn Goater & Anthony Caruana
How do you make a $19B company? You start with a $44B company and then let Elon Musk buy it. Musk’s off-again/on-again purchase has resulted in his $44B investment tanking to less than half its value with no signs of improvement on the horizon. But one of his most interesting moves was creating an automatic responder to email sent to X/Twitter’s media inbox at press@twitter.com. Email and you received a simple, one-character response: a poop emoji. Thankfully, an adult seems to have fixed that now and you get a “Busy now, please check back later” response.
Treating the media with disdain is a sure-fire way to ensure any coverage that comes is less likely to favourable. While Musk continues to enjoy great success in some of his endeavours, his personal brand is being diminished through his management of X/Twitter and the way he handles media relations.
GiveTree’s founder, Sam Joel, cranked the Yuck-O-Meter up to 11 with comments he made to public relations manager, Hannah Moreno. With comments like “Get off your period. Get good. Earn your salary with skill not pr lol. Pathetic.” As well body-shaming and other crude social media posts, Joel has shown himself the door and resigned – presumably before he was booted by investors.
In a year when interest rates have steepled and inflation has hit everyone’s expenses, millionaire property developer Tim Gurner told us the problem was that too many of us like avocado and are overpaid and underperforming. Gurner suggested job losses that pushed the unemployment rate to 40 per cent would help make people a little more appreciative of the shrinking value of their wages. Of course, that’s easy to say when your property empire was kicked off with a generous infusion of funds to make his first investment.
In another case of where people should be careful with public statements, is the headmaster of an exclusive Sydney boys’ school, John Collier. He said the man accused of brutally murdering Lilie James, the water polo coach of St Andrew’s Cathedral College where Collier previously worked was someone who “committed a monstrous act which was in complete contradiction to what everyone who knew him observed in the rest of this short life.” The alleged murderer died by suicide two days after Ms James’ death.
In each of these cases, the person making the comments showed no emotional intelligence or empathy nor any understanding of how their comments would be perceived. When making public statements it’s wise to avoid using significant public events to further your own agenda and to consider community sentiment and the wider social barometer. PR experts understand that news hacking can be a valid tactic but when it’s used in such an ill-advised manner it can lead to swift backlash.
Perhaps the most significant public event this year was the referendum. Many brands aligned themselves with one side or the other of the public discourse. There can be a significant downside for brands that align with popular causes and enter the political fray. While, in some cases, they might be aligned with majority support, there is a risk that they will alienate many and put their leaders into positions where they must justify their stance.
This was something Budweiser discovered in the United States when the company engaged in an advertising campaign that angered conservatives. The resulting backlash came in the form of a product boycott by many consumers and a massive hit on the company’s share price.
Leaders and brands need to think very carefully about the statements they make. Treating the media without respect and making comments that are devoid of empathy are a recipe for reputational disaster that will haunt them for many years to come beyond 2023.
Please login with linkedin to comment
Media-Wize'sLatest News
Kantar: AVOD Subscribers Double In 12 Months
Study finds Aussies happy to watch ads on their streaming services. Or, are they just putting the kettle on more often?
Val Morgan Digital Exceeds All Campaign Uplift Benchmarks Via A 12-Month Brand Metrics Study
Val Morgan announces it has exceeded all its campaign benchmarks. Still can't get under an hour for the City To Surf.
Australian Retirement Trust launches monster of a campaign, by M&C Saatchi and Bohemia
Get offered a seat on the bus today? Knees creak like an old pirate's galleon? This retirement ad may be of interest.
Print Audits To Discontinue As Audited Media Association Of Australia Pivots To Support Influencer Marketing
Is it just B&T or are audits in the media industry suddenly becoming murkier than Roxy's husband's tax returns?
News Corp Australia Launches 2024 National Education Advocacy Initiative With Expanded Program
News Corp set to shine a light on the nation's schools in new series, giving illegal bikie gangs a well-earned rest.
Decoding The Consumer Maze: Urban List Report Reveals How Modern Shoppers Spiral From Discovery To Purchase
Latest report unravels a shopper's journey from the joy of discovery through to a nasty letter from a debt collector.
Cosmo Returns To Australia!
Ever get the feeling we've weirdly warped back to 1988 at the moment? Confirm it with the relaunch of Cosmo in print.
People & Culture Consultancy Human Kind Collective Launches To Plug HR Gap For Media Agencies
Does the very mention of HR have you struggling to remember last year's Christmas party? Get the sweats with this news.
‘We Want To Be A Growth Partner, Not Just A Media Buyer Or Someone That Makes Ads’ – Bohemia Boss On Agency’s Ambition
B&T's chatting with Bohemia boss Paul ‘Hutch’ Hutchison. Although we do think 'the dagger' a far superior nickname.
Initiative’s Geoff Clarke: ‘Youth Hits Targets With Enthusiasm, Experience Hits The Targets You Can’t See’
Initiative’s CCO Geoff Clarke on the value of experience in agencies. Not to mention quoting lines from Pulp Fiction.
The Iconic Teams Up With 5 Aussie Athletes For Latest Campaign
Fashion label brings in the athletes for new campaign, many of whom appear to have prepped with re-runs of Zoolander.
Seven West Media Secures New Director Of News & Current Affairs
After a tumultuous few weeks, Seven unveils director of news & current affairs. And B&T never uses tumultuous lightly.
Seven Network Expands NSW Sales Team With Two New Group Business Directors
Seven ramps up its NSW sales team. Both of whom are well versed in pronouncing Manu Feildel's croque-monsieur.
New PR Subscription Changing The Game For Aussie Start Ups
Need better PR? You can now buy it via a monthly subscription. Price does not include a fascinator or Moet piccolos.
Paul Kent At Centre Of Fresh Scandal After Alleged Street Brawl
Do you long for the fights, gouges & testicle grabs of footy's glory years? So too, it appears, does Paul Kent.
DiDi Taps Disney’s Tim Farmer For Head Of Brand Marketing Role
Disney's Tim Farmer shifts over to rideshare company DiDi. Taking with him his Donald Duck coffee mug & mouse ears.
As Sure As Night Becomes Day, The End Of Third-Party Cookies Has Been Delayed
The question remains: what will we see first? The end of cookies, alien invasion or Jesus's second coming?
Fast 10: Scoundrel’s Tim Bullock Explains What Shane Warne & Salt-N-Pepa Have In Common
It's a Fast 10 with Scoundrel's Tim Bullock. Make it sound even faster by sucking on helium while reading it.
Outbrain Snatches Chris Oxley From Foxtel Media
Foxtel's Chris Oxley shifts over to Outbrain, but not before having his press photo taken in the wilds of the Daintree.
oOh!media & POLY Partner With Greening Australia For OOH Awareness Campaign
Like to quell the road rage with super cute pics of fluffy marsupials? This outdoor's just the ticket.
Are Media Cares For The Carers In Its Latest Social Change Campaign
Are Media calls on the government to add super payments to carers' payments. Remains silent on AUKUS, however.
In A Fragmented World, Engagement Is King
Today, B&T TV's talking fragmentation & engagement. But not in a down-on-one-knee sense of the word.
Kyle Sandilands On Advertising: “We Want Return Business. It’s No Good Just Taking Someone’s Money”
Kyle & Jackie O finally arrive on Melbourne radio. As yet, no sign of the monotonous and bitter AFL-NRL debate.
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.