As we get ever closer to closing out another year, it is time to revisit and reflect on some of the hottest public relations topics from the hottest public relations topics from this year’s review of the most epic PR failures.
While a business or brand is never fully safe from a misstep, some stumble more spectacularly than others. There’s also the recovery (or lack thereof). Whether it’s a failure to fully consider entering a conversation, properly appreciating the value of some kind of employee advocacy or ensuring that the states company’s value are aligned with policy, each error offers us an opportunity to learn. We know public perception can shift in an instant give digital media these days, so the importance of proper planning has never been more vital.
Let’s look back at the failures we were most interested in during 2024, see where things are now, and take note of any fresh lessons as we reflect on another wild year!
1. Sticker mule: When Being Mulish Seems Bullish
As a quick refresher, this one kicked off in July after the assassination attempt on then presidential candidate Donald Trump. When many were soundly denouncing violence, Sticker Mule co-founder and CEO Anthony Constantino jumped in with a statement of resounding support coupled with a marketing ploy. Emailing their marketing subscribers and sharing the message on their official company social channels, they called for support of the candidate, paired with a “Btw, this week, get 1 shirt for $4 (normally $19).” Applying the “5 Ws,” this was the wrong message to the wrong audience, via the wrong channels at the wrong time, with no clear reason as to why it was being said.
So, what has Sticker Mule been up to?
CEO Constantino continued to make the occasional headline throughout the rest of this year.
Constantino gave interviews, doubling down on his choice to get political on behalf of his company and therefore employees and customers, pushing as much political merchandise as possible. In October, he topped Sticker Mule’s headquarters with a glowing, 12-foot-tall sign that said, “Vote for Trump.” Since the election, Constantino has proposed turning the Trump sign into a permanent “tourist attraction” by transforming its message to: “America Loves Trump.” And, perhaps predictably, Constantino is now running for Congress.
So, things seem to be working out for Sticker Mule so far. The company continues to receive praise and punishment, with Constantino sharing the following in a recent interview:
“I think we took a hit over the situation, but I tell people it’s not uncommon to pay an upfront cost to solve a problem… But it will work out in the long run. Especially if the situation gets fixed.”
Regardless, the lesson about careful consideration before wading into uncertain waters remains the same, as it remains to be seen whether the company and its CEO will ultimately thrive.
2. Chick-fil-a: Filleting Free, Positive PR on Purpose
Chick-fil-A’s former employee and avid advocate, Miriam Webb, had her TikTok account @mirithesiren filled with near-daily, positive reviews the public loved. With more than 120,000 followers and 3.5 million likes back in May, Webb began each post with: “It’s a great day at Chick-fil-A.” But after being informed her videos ran afoul of Chick-fil-A’s employee handbook, Webb chose to leave the company, taking her signature cheerfulness and growing social following with her.
Webb continues to collaborate with several brands since, gaining a greater audience in the process.
Employee advocacy can be a huge, missed opportunity for many companies. Employees are closer to a company’s audience, have important insider knowledge that’s permitted to share, and can be passionate about their workplace. Yet despite this, many employers are stuck in social media guidelines crafted yesteryear and missing out on significant communications value.
While we haven’t seen Chick-fil-A contribute any more on this topic, the company is in the news on other fronts, facing challenges in overseas expansion and its legacy of being anti-LGBTQ+.
https://www.telegraph.co.uk/business/2024/12/14/god-fearing-us-chicken-shop-plotting-conquer-britain/
3. Kyte Baby: A Poor Delivery Redefined Parental Policy
Finally, let’s catch up on Kyte Baby’s labor of love lost in early January.
Baby clothing manufacturer Kyte Baby had long enjoyed staunch support across its socials from “momfluencers” in love with the brand. But the company kicked off a controversy when its parental leave policy at that time fell far short of the values it espoused. Then employee and new mom to an adopted baby, Marissa Hughes, needed to be near her infant son in the NICU nine hours from Hughes’ home. Hughes was granted the two weeks leave Kyte’s policy afforded to employees who had worked for six months, but when Hughes put in a request to work remotely (from the hospital), she was terminated. Kyte CEO Ying Liu has previously praised remote work for its empowerment of women, and after issuing an apology Kyte’s mom audience deemed inauthentic, Liu tried again with better success.
Back then, the socials were filled with moms filming clips throwing Kyte Baby purchases into the snow and threatening boycotts. Things have quieted on that front, and Kyte altered its policy along the way. Were Hughes an employee today, she would receive four weeks of paid parental leave and up to 22 weeks of unpaid leave.
Kyte did the right thing after its baby blunder, but the company isn’t in the clear, having to recall 20,500 “slumber suits” last month due to the clothing violating federal flammability regulations.
It’s been quite a year. With Sticker Mule going all in, Chick-fil-A quietly moving on to other matters, and Kyte Baby addressing its earlier issue before facing the next one, the learnings keep coming.
Thank you for being with us through these and other communications disasters. I hope to see you online and wish the happiest of happy holidays to you and your family.
See you in 2025!
Best,
Aaron Blank
President and CEO
Fearey