By: Emily John, Account Director
As PR professionals, we’ve all faced one (or a few) disasters in our careers. Whilst these crises come with a mountain of admin - more importantly - they can significantly impact our client’s bottom line and in the worst cases, impact their brand reputation beyond repair.
What separates the good from the bad is how the crisis is handled. With the year coming to a close, we take a look at some of the biggest PR failures and the lessons to be learned.
Ticketmaster vs. Oasis
It’s no secret that Ticketmaster has been criticised in the past for monopolising the global live music space, and 2024 was no exception. When Oasis’ reunion tickets went on sale in the summer, fans faced hours of queues, losing their spots due to ‘bot-like behaviour’ and prices that were 75% more expensive than originally advertised. These unexpected price hikes were down to dynamic pricing, where ticket prices were based on the levels of demand.
With fans expressing their frustrations across social media, neither Ticketmaster or Oasis released a statement to address concerns. In fact, they started to blame each other - Oasis blaming Ticketmaster’s dynamic pricing and Ticketmaster blaming promoters and artists.
These defensive responses did nothing to appease disappointed fans, and actually added fuel to the fire. An initial statement from Ticketmaster would have been the best place to start, followed by an apology to those who missed out on tickets with a clear explanation on next steps and when fans could expect follow-up communications.
Tesla’s Cybertruck Recall
Known for its innovation and technological advancements, Tesla faced a significant PR setback as a result of its Cybertruck recall in 2024. Nearly 4,000 vehicles were recalled due to a faulty gas pedal, which was a serious oversight for the company.
Whilst Tesla rapidly responded to the crisis, offering free fixes and notifying owners, this recall was the fourth for the company this year. This lifted the lid on a pattern of other technological concerns, with the company facing software glitches, loose trim pieces and malfunctioning windshield wipers.
With customers expecting reliability and technological functionality, Tesla’s missteps highlighted a lack of quality control before product launches. A key lesson from this PR disaster is that companies are best off delaying a release, rather than rushing a launch and facing multiple recalls.
Boeing’s Bumpy PR Ride
At the start of 2024, a Boeing plane lost a door plug while the aircraft was in mid-flight. Whilst this is terrifying enough, it was not an isolated incident with the company “failing to comply with manufacturing quality control requirements,” according to an FAA audit.
A spotlight was put on Boeing’s passenger safety, with consumer trust taking a nose dive. Despite releasing a statement, albeit late, the company’s response was heavily criticised for a lack of technical detail and absence of empathy. To make matters worse, Boeing’s CEO avoided live press interviews and instead, pre-recorded statements to avoid questions from the media.
A transparent statement that addressed the technical details would have been much more effective in this instance. Offering clear explanations and reassurances would have helped regain consumer trust and demonstrate that the company was making the necessary changes to control the situation.
Looking Ahead
These examples are a reminder that PR failures are inevitable in today’s fast-paced market, but how brands choose to navigate these crises can set them apart. In most cases, the best course of action is to simply stay ahead, prioritising proactive communication, transparency and accountability. After all, when consumer trust is broken, it can be extremely difficult to rebuild.