The Biggest PR Blunders of 2015
In the spirit of one of our top blog posts, the Top Five Scariest PR Mistakes, we decided to give you a bit of an updated version.
We know the first quarter of 2016 is already over, but we also figure it’s never too late to look back at the past and learn from it. So, if you’ve already made similar mistakes, take heart. You can still learn a lot by reading on below.
Last fall, after Volkswagon was caught trying to avoid regulation by using software that detected when a particular car was being tested, the EPA released this telling document to the public. This, coupled with the subsequent public outcry prompted the resignation of then-CEO Michael Horn. VW now has to own up to not only its negative environmental track record, but also to the Justice Department and EPA in negotiating possible fixes to its diesel vehicles that allow up to 40 times the legal amount of pollution.
Last spring, a new slogan appeared on Bud Light bottles as part of Budweiser’s #UpforWhatever campaign: “The perfect beer for removing ‘no’ from your vocabulary for the night.” Many accused the slogan of condoning rape culture and took to Twitter to voice their disapproval. Budweiser had to apologize once again for their touchy #UpforWhatever campaign, saying they “would never condone disrespectful or irresponsible behavior.”
Chipotle’s Contamination Problems
Stocks for casual fast food restaurant chain Chipotle plummeted at the end of last year, after an E. coli scare prompted the temporary closure of 43 locations. Sales fell as well and still haven’t completely rebounded, although lines remain long at many locations. Top executives at Chipotle initially blamed the media for sensationalized E. coli headlines, which couldn’t have done any favors for the restaurant chain’s reputation.
Our next PR blunder from 2015 comes from — a pen manufacturer? Yes, Bic South Africa posted an ad on its Facebook page encouraging ladies to, among other things, “Think Like a Man.” While the company wanted to empower women, viewers saw a different message. Many women do not want to be forced to see the world through the lens of a man — and rightfully so. The company soon removed the ad, posting an explanation that the quote was taken from a “women in business” blog. But this failed to appease many who were offended, and the company was forced to issue a more formal apology later on.
Krispy Kreme’s Insensitive Doughnut Club
Last but not least, a particular Krispy Kreme franchise in the U.K. introduced a dubious, head-scratching promotion called KKK Wednesday. Intended as an acronym for Krispy Kreme Klub, the event invited customers to come into the store and decorate doughnuts. The event gained attention after being posted on Krispy Kreme’s U.K. Facebook page — online readers were quick to point out the double meaning of the name.
As a PR firm, we have helped many organizations through times of crisis. These organizations have forged a path for us all to avoid. What other bad PR mistakes have you seen since 2015? Feel free to leave us a comment!
