Last week, I shared Part 1 of my Biggest PR Disasters of the Year, which included United Airlines, the American Red Cross, Pepsi, Facebook, Papa John’s and former Denver Post sports reporter Terry Frei. Here is Part 2 of the look back at 2017’s biggest PR debacles.
THE OSCARS AND PwC … If you are like me, you went to bed on the night of Feb. 26 thinking that La La Land had won the Oscar for Best Picture. It wasn’t until the next morning that I learned Moonlight had actually won. So what went wrong? In short, star-struck auditors at PwC. The duo assigned to the Oscars was more focused on celebrity selfies than their jobs, and they blew it by giving the wrong envelope to presenters Faye Dunaway and Warren Beatty. In an instant, an all-time Oscars moment was created and an 80-year relationship between PwC and the Academy of Motion Picture Arts & Sciences was frayed.
MEN … Between Silicon Valley and Hollywood, it has been a year when many powerful men have been outed as lecherous sleazebags. In June, The New York Times wrote a definitive piece on sexual harassment by employees at Silicon Valley venture capital firms, and it seemed like we had hit a tipping point. Women throughout the technology industry quickly shared their stories of harassment, and some of the worst offenders found themselves fired. Not to be outdone, the entertainment industry showed that when it comes to harassment, Silicon Valley is a bunch of amateurs. From Harvey Weinstein to Louis C.K. to Kevin Spacey, the #MeToo campaign helped Hollywood prove it really can be the Boulevard of Broken Dreams.
KATHY GRIFFIN … Infamous for her place on Hollywood’s D List, comedian Kathy Griffin has always pushed the boundaries of good taste. But in May, she accomplished what few others have been able to do – she made Donald Trump a sympathetic figure. Her photo shoot that featured a bloody, severed Donald Trump head was evocative of ISIS beheadings and immediately made her a pariah among both the political left and right. When she sensed the magnitude of the backlash, she quickly apologized, but it was too late. She lost her annual CNN New Year’s Eve gig with Anderson Cooper, and her planned comedy tour was cancelled.
USA GYMNASTICS … Every four years, the U.S. Women’s Gymnastics team wows America with its gold-medal-winning Olympic performances. What goes on between Olympics, however, is far more sinister. Team doctor Larry Nassar was accused by 125 female athletes who said he abused them them during medical appointments. While nearly none of the original accusers was a household name, superstar Olympian Aly Raisman announced earlier this month that she was also a victim. The governing body named a new CEO this month, as it tries to reform a culture that was focused more on medals than the safety of its athletes.
NIKON … Nikon is known the world over for its professional camera equipment, and in 2017, the company launched its latest innovation – the $3,200 D850 DSLR. To create awareness of the launch, the company hand picked 32 photographers to get an advance look at the camera and share their experiences on the company’s website. Despite picking photographers from Asia to Africa, all the photographers had one thing in common: they were men. As The New York Times reported, “It was a baffling oversight to many female photographers, who have no shortage of challenges finding opportunities in a notoriously male-dominated industry.”
CHEERIOS … It’s no secret that there is an issue with the world’s bee population. Their numbers are declining, and scientists aren’t exactly sure why. As a breakfast cereal with a cute bee mascot, Cheerios seems like a logical product to help bring attention to this issue, and it did just that by distributing 1.5 billion wildflower seeds to help with bee habitat restoration. Unfortunately, the promotion quickly caused controversy when it was learned that “the packets Cheerios sent out included seeds for plants deemed invasive in some states and outright banned in others.” Cheerios pushed back on the accusations, but the damage was already done.
Read the entire series of 2017’s biggest PR disasters: