(aka who’s burning through crisis comms budgets?)

1️⃣ Peacock & Love Island USA
I come from the “make your Facebook albums private and hide every red Solo cup” era. So imagine my shock seeing that Love Island contestants are out here posting racial slurs, mapping out their clout-chasing strategies… and wait for it, more racial slurs.

Did anyone scrub these accounts before casting? Did the team run a single tweet search? Or did we just roll with ✨chaos✨ as the publicity strategy?

2️⃣ American Eagle x Sydney Sweeney
Somewhere in a very air-conditioned room, a creative director said, “You know what this ad needs? A sprinkle of eugenics.”

All jokes aside, the brand’s CMO told trade outlets the campaign included “clever, even provocative language” and was “definitely going to push buttons.” (*cricket noises*)
Well, mission accomplished. My algorithm is now 90% think pieces and parody videos roasting the ad for having the audacity to exist.

No one… not a soul… suggested message testing? Or did they decide the controversy would be worth the publicity? I am not an “all press is good press” girlie.

3️⃣ Astronomer
 The CEO resigns. The Head of HR resigns. Rumors are swirling about a Coldplay lawsuit. And how did they respond? By partnering with Gwyneth Paltrow, Chris Martin’s ex-wife, as a distraction. Is it clever PR strategy or just a surreal nightmare? Who’s to say. But someone definitely earned their retainer.

🎯 Reminder:
You can’t prevent every communications crisis. However, it’s important to have someone at the table who knows when to slow down and message test, how to read the room, and when to say, “Maybe let’s not.”