PR Nightmares: What You Can Learn From the Biggest Blunders

Lessons from major PR mistakes

Below are examples of significant PR blunders and key lessons for business owners. These situations may have started innocently and escalated into disasters — take notes to avoid repeating history!

Don’t get caught in the middle of cultural conflicts.

In May 2023, Target launched its Pride Collection, offering more than 2,000 products supporting the LGBTQ+ community. The rollout quickly drew criticism from both conservative groups and LGBTQ+ advocates, prompting Target to pull some items and relocate others to less visible store areas.

The fallout was tangible. By mid-2023, Target reported a more than 5 percent drop in Q2 sales. While not all of the decline was directly tied to the controversy, the backlash forced executives to reassess the company’s approach to social issue marketing. 

The lesson: Supporting a cause without a clear, consistent strategy risks alienating multiple audiences and undermining trust.

Never blame your customers.

Activewear brand Lululemon Athletica faced a major setback in 2013 when customers lodged complaints about the sheerness of some of the brand’s yoga pants. However, instead of addressing a blatant quality control issue, the company’s founder suggested that the problem was actually tied to customers’ body types. The remark was not well received, and the angry backlash ended up damaging the company’s relationship with its core audience.

The lesson: Shifting blame — especially to your customers — undermines customer loyalty and trust. When products or services fall short, acknowledge the problem and demonstrate a commitment to fixing it. Consumers value accountability and solutions over excuses.

Balance authenticity and appropriateness.

In 2022, Braden Wallake, owner of the B2B marketing agency HyperSocial, was dubbed the “crying CEO” after posting a selfie with tears streaming down his face alongside a LinkedIn post about layoffs at his company. The post drew thousands of comments and reactions. While some supported his openness, many criticized the message as self-focused and out of touch, pointing out that it highlighted his emotions more than the employees who had lost their jobs.

The lesson: Authenticity is valuable, but leaders must strike the right balance between honesty and professionalism. Messages about sensitive topics should focus on the people most affected and maintain a tone that builds confidence rather than controversy.

Question the ‘facts.’

In 2001, Philip Morris Co. funded a study that claimed smoking produced economic benefits for the Czech Republic by reducing healthcare and pension costs. The report was met with immediate public outrage and forced company leadership to issue an apology for its insensitivity.

The lesson: Always think about how your research will look to the public, especially if your company paid for it. Even if the data is correct, the way it’s presented can come across as insensitive or out of touch, and that perception can damage your reputation just as much as being wrong. [Read Related Article: 6 Lessons in Corporate Ethics From the GM Recall]

Don’t hide during a crisis.

In 2013, Carnival Cruise Lines came under fire when several ships experienced mechanical problems that disrupted trips. During the crisis, the company’s CEO was not highly visible, and most communication came from lower-level staff. Many felt this lack of direct leadership made the situation worse and hurt customer confidence.

The lesson: In times of crisis, senior leaders must be present and communicate directly. Clear, timely messages from the top can demonstrate accountability and reassure both employees and customers.

Don’t allow communication issues to escalate.

In November 2023, OpenAI’s board shocked the tech world by suddenly removing CEO Sam Altman — accusing him of not being “consistently candid” and honest with the board — and then bringing him back just days later after pressure from employees, investors and the public. The turmoil raised questions about business transparency and governance and ultimately led the company to update its communication policies and change its organizational structure.

The lesson: Transparent communication is essential for building trust and avoiding unnecessary conflict. Proactive measures — such as clear governance structures and timely public disclosures — demonstrate accountability and strengthen organizational integrity.

Be careful how you treat your employees.

Better.com drew widespread criticism after conducting mass layoffs of about 900 employees over a brief Zoom call and mishandling subsequent communications. The incident quickly went viral, sparking concerns about the company’s potentially toxic culture and poor leadership practices.

The lesson: Employees deserve transparency, respect and support, especially during tough transitions. How you treat your workforce directly affects internal morale and how consumers perceive your brand. A viral moment should highlight positive workplace practices, not organizational failures.

Use clickbait wisely.

On International Women’s Day in 2021, Burger King tried to be provocative and grab attention with this ill-thought-out tweet: “Women belong in the kitchen.” The post was meant to promote a new scholarship program to help female employees advance in the culinary field. But without the surrounding context from the brand’s print ads, the message on social media came across as sexist rather than supportive. Backlash was immediate, and although Burger King later clarified its intentions and issued an apology, many felt the damage was already done.

The lesson: Messaging must be adapted for each platform. What may work as a provocative print headline can be misunderstood or offensive on social media. Choosing words carefully and tailoring content to the medium are critical to protecting brand reputation.

Don’t ignore grammar.

Back in 2008, Steve Jobs introduced a new version of the iPod at an Apple event and described it as the “funnest iPod yet.” The unusual phrasing grabbed headlines and sparked plenty of chatter. While the word choice generated buzz, it also shifted attention away from the product itself and toward the language he used on stage.

The lesson: Language choices shape how your brand is perceived. Clear and professional wording keeps attention on your product or service, while careless phrasing can shift the spotlight in unintended directions.

Apologize for employee misconduct.

When viral footage showed two Domino’s employees tampering with food, the company’s president responded quickly. The workers were terminated, new policies were implemented, and a direct public apology was issued to reassure customers.

The lesson: In this case, a potential PR disaster was averted. Prompt, transparent action and clear communication helped Domino’s turn a negative situation into an example of effective crisis management.

PR insights for business leaders

When a crisis strikes, silence only makes things worse. PR experts agree that the strongest response comes from preparation and open communication. The Public Relations Society of America (PRSA) notes that regular, transparent updates help calm uncertainty and build trust when times are tough. For leaders, that means stepping up — being visible, speaking with empathy, and showing confidence when talking to employees, customers and the public.

PRSA also encourages businesses to:

• Bring leaders into the planning process so crisis communication feels unified and credible.
• Put employee well-being at the center, not as an afterthought.
• Set a steady communication rhythm so your messages are heard and understood.

The PRSA emphasizes that a solid PR strategy doesn’t just react — it sets clear crisis protocols, keeps messaging consistent across every channel and anchors decisions in company values. 

Checking in regularly through surveys or feedback sessions helps you understand how stakeholders are feeling and whether your message is landing. At the heart of it all are three traits: honesty, active listening and accountability. Get those right, and you’ll be better positioned to survive a crisis and rebuild even stronger afterward.

How to restore your company’s reputation after a PR nightmare

No business is immune to mistakes, but how you respond can make all the difference. A misstep doesn’t have to define your brand forever if you handle it with honesty, empathy and a plan. Here are the steps experts recommend:

• Take a step back: Assess what happened, determine responsibility and verify the facts quickly.
• Communicate with transparency: Engage your key audiences early. Share clear, factual updates and outline the steps you’re taking to address the situation.
• Take action: Issue a genuine press release and echo the message across all social channels. Offer a direct apology if one is warranted.
• Rebuild trust: Reassure customers and stakeholders by highlighting your financial stability, core values and long-term commitments.
• Aim to do better in the future: Treat the crisis as a learning opportunity to strengthen brand protections and refine your mission.

Your crisis plan should cover all of your important relationships — employees, customers, investors and partners. Keeping people at the center of your response, rather than profit, is the surest way to overcome a PR nightmare and emerge stronger.