PR Fails of 2017: Lessons Learned for Modern Public Relations
The year 2017 was a rollercoaster for public relations, with several high-profile campaigns and crises offering valuable lessons for PR professionals. Here, we delve into some of the most notable PR fails of 2017, exploring what went wrong and the insights we can draw from these missteps.
Pepsi's Tone-Deaf Response to Social Unrest
Pepsi's now-infamous ad featuring Kendall Jenner joining a protest and offering a can of Pepsi to a police officer was a textbook case of tone-deaf marketing. The ad trivialized social justice movements and sparked widespread outrage. Pepsi's initial response was to defend the ad, only exacerbating the backlash. The company eventually pulled the ad and issued an apology, but the damage was done.
Lesson: Brands must be culturally sensitive and understand the context in which they operate. In times of social unrest, selling products should not be the focus of marketing campaigns.
United Airlines' Passenger Drag Incident
United Airlines faced a massive PR crisis in April 2017 when a passenger was forcibly removed from a flight, leading to widespread outrage and a significant drop in the company's stock price. United's initial response was inadequate, with CEO Oscar Munoz initially blaming the passenger and describing him as "disruptive and belligerent." It took several days and a significant backlash for Munoz to apologize sincerely.
Lesson: In a crisis, swift and sincere action is crucial. United's slow response and initial defensiveness only served to escalate the situation.
Other Notable PR Fails of 2017
- Wendy's "4 for $4" Campaign: Wendy's attempted to capitalize on the #MeToo movement with a tweet that read, "Hey, we heard you're into the 4 for $4. So are we. But we're not into the whole 'me too' thing. #NeverFrozen." The tweet was widely criticized for trivializing a serious social issue.
- McDonald's "McDiet" Campaign: McDonald's UK attempted to promote its salads with the hashtag #McDiet, which backfired as users pointed out the unhealthy nature of most of the chain's offerings.
- Adidas' "Create Your Own" Campaign: Adidas' customization tool allowed users to create shoes with a swastika symbol, leading to widespread criticism and the tool's eventual removal.
Lessons for Modern PR Professionals
2017's PR fails highlight several key lessons for modern PR professionals:
- Understand the cultural context and be sensitive to social issues.
- Act swiftly and sincerely in a crisis.
- Monitor and respond to social media in real-time.
- Ensure that marketing campaigns align with a brand's values and avoid trivializing serious issues.
Conclusion: The Future of PR
The PR landscape is evolving rapidly, with social media and cultural sensitivity playing increasingly important roles. As we move forward, PR professionals must stay attuned to these changes and learn from the missteps of the past. By doing so, we can help shape a future where PR is a force for positive change and effective communication.
