PR fails 2017 is a term that resonated across industries and geographies in the recent past. Public relations (PR) experts who endeavor to maintain a positive brand image and garner goodwill from stakeholders often make mistakes, causing irreparable damage to their reputation. This article delves into the major PR failures of 2017, analyzing the causes and providing valuable lessons for PR professionals.
The world of PR is no longer an art form; it's a science. There are tools, strategies, and frameworks available that can guide PR professionals to avoid common pitfalls and build a reputation that endures. The PR fails of 2017 offer a learning opportunity for those in the field, reminding them of the importance of staying vigilant and adhering to established best practices.
1. United Airlines' Assault on Passenger David Dao
In April 2017, United Airlines sparked outrage across the globe with the violent removal of a passenger, David Dao, from a United flight. Dao was a paying customer who had boarded the flight and was asked to leave because United wanted to accommodate its own employees. When Dao refused to relinquish his seat, he was physically dragged off the plane by security personnel. The horrific scene was captured on video and spread like wildfire on social media. The incident sparked a massive public outcry, with many calling for a boycott of United Airlines. The hashtag #UnitedAirlines was trending on Twitter, and the airline's reputation suffered significantly. The aftermath of the incident highlighted the importance of crisis management in PR. When a PR crisis strikes, it is essential to be proactive, transparent, and empathetic in your response. In the aftermath of the United Airlines incident, the airline's CEO, Oscar Munoz, initially downplayed the incident, describing Dao as "disruptive and belligerent." This tone-deaf response only added fuel to the fire. Munoz later apologized and acknowledged that the airline had made a grave mistake. United Airlines took steps to rectify the situation, including offering compensation to Dao and implementing policies to prevent similar incidents in the future.
2. Pepsi's Tone-Deaf Ad Campaign
In April 2017, Pepsi launched an ad campaign featuring Kendall Jenner that aimed to associate the brand with social justice and activism. However, the ad was widely criticized for being tone-deaf and insensitive. The ad depicted Jenner participating in a photoshoot, where she is eventually handed a can of Pepsi by a protest leader. The ad was seen as trivializing the Black Lives Matter movement and other social justice causes. The backlash against Pepsi was swift and severe. Many people took to social media to express their outrage, using the hashtag #PepsiKills. The ad was widely panned, and the brand's reputation suffered significantly. Pepsi eventually pulled the ad and apologized for any offense caused. The Pepsi debacle highlights the importance of sensitivity and cultural awareness in PR. Brands must be mindful of the social and cultural context in which they operate and avoid appropriating or trivializing social justice causes.
3. Wells Fargo's Sales Practices Scandal
In September 2016, Wells Fargo announced that it had been conducting unauthorized sales practices, resulting in millions of customers being charged for unwanted insurance and other financial products. The scandal led to the ousting of the bank's CEO, John Stumpf, and a $185 million settlement with regulatory agencies. The scandal was widely covered in the media, with many calling for greater accountability and oversight of the banking industry. The incident highlighted the importance of internal controls and governance in preventing PR crises. In the aftermath of the scandal, Wells Fargo took steps to rectify the situation, including implementing new controls and compensating affected customers. The bank also introduced a new CEO, Tim Sloan, who has vowed to rebuild trust with customers and stakeholders.
4. Uber's Allegations of Sexism and Toxic Culture
4. Uber's Allegations of Sexism and Toxic Culture
In 2017, Uber faced allegations of sexism and a toxic culture within the company. The allegations surfaced after a former Uber engineer, Susan Fowler, wrote a blog post detailing her experiences with sexism and harassment while working at Uber. Fowler's post went viral, sparking widespread outrage and calls for greater accountability from Uber's leadership. The incident highlighted the importance of creating a safe and inclusive work environment in PR. Brands must prioritize diversity, equity, and inclusion (DEI) and take steps to prevent and address instances of harassment and discrimination. Uber's response to the allegations was initially inadequate, with the company's leadership downplaying the incidents and failing to take decisive action. However, after public pressure mounted, Uber's CEO, Travis Kalanick, resigned, and the company implemented new policies and procedures to address the allegations.
5. Facebook's Data Breach Scandal
In March 2018, Facebook announced that it had discovered a data breach involving the personal data of millions of users. The breach was attributed to Cambridge Analytica, a data firm that had collected user data without consent. The scandal sparked widespread outrage and calls for greater regulation of social media companies. The incident highlighted the importance of data protection and transparency in PR. Brands must prioritize user data and be transparent about how they collect, store, and use user data. In the aftermath of the scandal, Facebook implemented new policies and procedures to protect user data and increase transparency. The company also faced regulatory scrutiny and lawsuits related to the breach.
| Company | PR Crisis | Date | Damage |
|---|---|---|---|
| United Airlines | Forced Removal of Passenger | April 2017 | $2 Billion in Market Value |
| Pepsi | Tone-Deaf Ad Campaign | April 2017 | $10 Million in Ad Spend |
| Wells Fargo | Unauthorized Sales Practices | September 2016 | $185 Million in Fines |
| Uber | Allegations of Sexism and Toxic Culture | 2017 | $5 Billion in Market Value |
| Data Breach Scandal | March 2018 | $100 Billion in Market Value |
PR Lessons Learned
The PR fails of 2017 offer valuable lessons for PR professionals and companies alike. The most important takeaway is the importance of being proactive and prepared for crises. This can be achieved through regular risk assessments, crisis management planning, and internal controls. Transparency, empathy, and sensitivity are also essential in PR, particularly in the face of social justice and cultural sensitivities. Finally, prioritizing DEI and user data protection can help prevent and mitigate PR crises. In conclusion, the PR fails of 2017 serve as a reminder of the importance of staying vigilant and adhering to established best practices in PR. By prioritizing transparency, empathy, and sensitivity, and by taking proactive steps to prevent and mitigate crises, PR professionals and companies can build a reputation that endures and protects their stakeholders' interests.
