Anyone in the field of public relations can tell you how a single misstep can spiral into a full-blown disaster, leaving a lasting impact on a brand’s reputation. From tone-deaf campaigns to product quality disaster, PR fails offer valuable lessons on what not to do. Let’s delve into some of the most unforgettable PR blunders, dissecting where things went wrong and what we learned from these high-profile mistakes.
Pepsi and Kendal Jenner — Sensitivity to Cultural Issues
Source: Business Insider
The Pepsi and Kendall Jenner ad released in 2017, and became a notorious PR fail due to its perceived trivialization of serious social justice issues. The advertisement depicted Kendall Jenner leaving a photoshoot to join a protest, where she diffuses tension with police by handing an officer a Pepsi. Critics argued that the ad co-opted imagery from Black Lives Matter protests, reducing complex struggles for racial and social justice to a simplistic and commercialized narrative. The backlash highlighted the importance of cultural sensitivity and awareness in marketing, showing that exploiting significant social movements for commercial gain can result in severe public and media backlash.
Samsung Galaxy Note Recall — Safety and Transparent Communication
Source: WIRED
In 2016 the Samsung Galaxy Note 7 was recalled due to its mishandling of safety concerns and the subsequent damage to the brand”s reputation. Reports emerged that the devices were prone to catching fire due to battery defects, prompting a global recall. However, Samsung’s initial response was chaotic and poorly managed, with replacement devices also exhibiting the same dangerous flaw. This failure not only endangered consumers but also undermined trust in Samsung’s product quality and safety standards. The incident emphasized the critical need for rigorous product testing and effective crisis management, demonstrating that mishandling safety issues can have dire consequences for consumer trust and brand integrity.
BP Deepwater Horizon Oil Spill — Empathy and Responsibility
Source: The New Yorker
When an offshore drilling rig exploded, it caused the largest marine oil spill in history, devastating ecosystems and local economies. BP’s response was widely criticized for its lack of transparency and perceived indifference, epitomized by CEO Tony Hayward’s infamous remark, “I’d like my life back,” which was seen as insensitive to those affected. The incident highlighted the importance of demonstrating genuine empathy, taking full responsibility, and maintaining open, honest communication during crises. BP’s mishandling of the disaster severely damaged its reputation and underscored the critical need for robust environmental safeguards and effective crisis management strategies.
Racist Dove Ad 2017 — Sensitivity in Marketing
Source: The Independent
In 2017, Dove faced a major backlash when it released an advertisement showing a black woman transforming into a white woman after using Dove body wash, which was widely condemned as racist. The ad’s implication that lighter skin is cleaner or more desirable sparked immediate backlash for its insensitivity and perpetuation of harmful stereotypes. Dove’s misstep highlighted the critical need for brands to be culturally aware and considerate in their marketing efforts. The controversy underscored the importance of having diverse teams to review advertising content and ensuring that messaging is inclusive and repsectful, as failing to do so can lead to significant reputation damage and loss of consumer trust.
Pink Sauce Product — Safety and Quality Control
Source: VegNews
The Pink Sauce, a condiment that went viral on TikTok, became a PR fail due to numerous issues with product quality, labeling, and safety. Created by influencer Chef Pii, the sauce quickly gained popularity, but customers soon reported receiving bottles with inconsistent colors and textures, and some products arrived spoiled. Additionally, the nutritional labels contained errors, and there were no clear refrigeration instructions for a product containing perishable ingredients. The slow and inadequate response to these concerns further damaged trust. This incident highlights the crucial importance of rigorous quality control, accurate labeling, and effective communication in product marketing to avoid endangering consumers and losing creditability.
Reflecting on these unforgettable PR fails underscores the importance of strategic communication, cultural sensitivity, and genuine responses in the face of crisis. Whether you’re a seasoned PR professional or just starting in the field, these cautionary tales are packed with insights to help you navigate the complexities of brand communication with greater wisdom and care. By understanding the missteps of others, we can better navigate the complex landscape of public relations, ensuring our messages resonate positively and authentically with our audiences.
By Adriana Rodriguez
Sammis|Ochoa is a Texas-based public relations and digital marketing firm. We believe transparency and accountability are hallmarks of smart business. Our firm serves San Antonio, Houston, and Austin. To connect with us visit www.sammisochoa.com or call 210.390.4284.
