5 THINGS WE LEARNED FROM 2019’S WORST PR DISASTERS

Here are five decisions that rank as the worst corporate PR moves of last year:

1

A WEEK OF SILENCE AFTER THE ETHIOPIAN

AIRLINES CRASH

Even if Dennis Muilenburg, Boeing Co.’s now-former CEO, didn’t initially have all the answers about his company’s role in the disaster, he should have immediately expressed sympathy, then pledged to provide more information as soon as possible. An organization is more likely to survive a crisis with its reputation intact if it immediately speaks for itself rather than allowing others to speculate about its motives.

2

THE PELOTON AD

The ad was widely interpreted as disturbing because the woman appeared to many to be frightened. Some said the ad reinforced stereotypes of women needing to stay in shape to keep

their affluent significant others. Peloton Interactive Inc. loses more points for

crafting a response as tone-deaf as the ad: “We’re disappointed in how some have misinterpreted this commercial.” An insincere

non-apology is the only thing worse than no apology.

3

WHITE AFRICA

Richard Branson’s tweet launching his Centre for Entrepreneurship in South Africa with a picture of only white people. The need to ensure diversity when doing anything public shouldn’t require further

explanation.

4 YOU’RE IN DEBT, WE’RE IN MAUI

U.S. education-banking company Sallie Mae flew more than 100 staffers to Hawaii to celebrate a record number of student loans. As one in five American adults wonder how to pay off their combined US$1.6 trillion in student debt, Sallie Mae staff wrestled with how they should spend their time on their five-day trip to a luxury resort in Maui. Organizations need to make sure not to appear so deeply out of touch.

5

LESBIAN BRIDES AD

Hallmark’s decision to pull — and then reinstate — an ad showing lesbian brides. Companies have to decide what they stand for before

they’re put on the spot. Another news flash: homophobia is not a winning

strategy.