Here we are at the end of another year of reputational cataclysms and catastrophes – plus a few coups as well. Is it me, or has it been a more dramatic year than usual?
Based on no science whatsoever, our simple method at Clarity is to consider personal and organisational reputations that have been enhanced around the world this year, and those that have been tarnished. Our views – with which you may profoundly disagree – are as follows:
Spectacular PR disasters:
1. Prince Andrew
Image source: https://www.youtube.com/watch?v=QtBS8COhhhM
Is it possible to imagine a bigger cock-up, a more fundamental error of judgement, than Prince Andrew’s in a) hanging out with Jeffrey Epstein and his sordid cronies, and b) undertaking an hour-long televised interview with BBC Newsnight’s seasoned and renowned interviewer Emily Maitlis? …and without being under pressure to do it. Absolutely amazing.
Quite apart from the seriousness and severity of the allegations and issues covered in the interview, it is almost beyond comprehension that anyone would volunteer for that sort of media spotlight without being better prepared. And to be so short-sighted to think that no one would check the facts you raise – absurd sweaty details as they were – is beyond arrogance. We are no longer in the 1980s – it is amazing how quickly and thoroughly the internet enables the truth to be clarified.
Result: The (in fact recent) happy days for the Royal Family of adulation around the Queen’s jubilee now seem a distant memory. In one fell swoop Prince Andrew has cast overpoweringly dark shadows not only over his own future, but over the entire Royal Family. And, from a reputational point of view, it is hard to imagine how this storyline moves on without getting worse for all concerned, such are the associations and allegations involved.
For more, search: https://www.theguardian.com/tv-and-radio/2019/dec/03/prince-andrew-cant-slink-away-from-this-now-the-tv-triumph-of-virginia-giuffre
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2. Elon Musk and the Cybertruck launch debacle
Image source: CNBC
Changing gears… (sorry about that), how we laughed when the Tesla Cybertruck was launched so ineptly last month.
Still recovering from the shock of the truck’s absurd design, which I am still struggling to move past (brilliant job, LEGO, by the way), the launch then took a turn for the ages when Tesla’s design chief attempted to show the world its ‘bulletproof’ windows by throwing steel balls at them. And the windows then, er, shattered. Twice. Gold.
Result: Just to prove the link between reputation and share price, Tesla’s stock dropped 6% after the launch. However, those in favour of the ‘any publicity is good publicity’ argument will have noted that 250,000 deposits for the Cybertruck were taken after the worldwide media coverage and billions of social media posts.
For more, search: https://www.express.co.uk/news/science/1208300/tesla-cybertruck-elon-musk-window-breaking-cybertruck-pickup-Elon-musk-new-tesla-reveal
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3. Prince Harry and Meghan
Image source: https://www.youtube.com/watch?v=j_c7ZhK0AKA
Not even two years ago, the world was agog with the excitement of the royal wedding between Harry and Meghan. Representing modernity and a breath of fresh air blowing through the stuffy Royal Family, it seemed that they could do no wrong.
But fast-forward 18 months, what has happened? Seemingly at war with the media, mired in legal battles even, and airing complaints about their lives in their ill-judged documentary Harry and Meghan: An African Journey, which aired on ITV in October, it seems that the one royal who had the common touch has lost the plot.
Result: It’s open slather from the media on Harry once again. So where does he go from here…?
For more, search: https://www.vanityfair.com/style/2019/12/meghan-markle-2019-in-review
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ALSO-RANS:
- Israel Folau – before Prince Andrew, Israel seemed to be the front-running candidate to win our award for ‘most spectacular self-inflicted reputational injury’. Regardless of whether you agree or not with what he said, surely using your social media profile to break the terms of your contract repeatedly is at best an ‘interesting’ career move.
- Donald Trump – again. Now impeached (but unlikely to be deposed), The Don has had another spectacular year, setting new bars of achievement on this list pretty much every time he opens his mouth or Twitter account. But are we getting so used to it that he’s losing his shock value? We shall see: 2020 will I am sure break the internet as he seeks re-election at the same time as his rear-guard fights to prevent impeachment leading to resignation.
- Sir Ron Brierley – a late entrant on this list. Once the golden boy of New Zealand's corporate sector, often in and out of the media for good and bad reasons, he has capped off a magnificent 2019 with leaked news attaching his name to child porn charges.
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PR COUP OF THE YEAR:
Greta Thunberg – How Dare You!
Image source: https://www.youtube.com/watch?v=TMrtLsQbaok
To us, Greta Thunberg is just like Jose Mourinho: absolutely made for media. Is there anyone on the planet who has made more of an impact this year?
From barely there in January to Time magazine’s Person Of the Year in less than 12 months, agree with her or not you cannot deny the 16 year-old activist’s ability to deliver her message.
After addressing the 2018 United Nations Climate Change Conference, she inspired and took part in student strikes all over the world. Travelling by yacht and train, she has made noise and news wherever she goes, and her impact – ‘the Greta Effect’ - has been significant. UN Secretary-General António Guterres endorsed the school strikes initiated by Thunberg, admitting that "my generation has failed to respond properly to the dramatic challenge of climate change. This is deeply felt by young people. No wonder they are angry."
Inspired by Thunberg, wealthy philanthropists and investors from the United States have donated almost half a million pounds to support Extinction Rebellion and school strike groups to establish the Climate Emergency Fund. And Thunberg has shared a stage with then-President of the European Commission, Jean-Claude Juncker, where he outlined "In the next financial period from 2021 to 2027, every fourth euro spent within the EU budget will go towards action to mitigate climate change".
We don’t doubt that The Greta Effect will continue to grow during 2020.
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HAVE A VERY MERRY CHRISTMAS and a happy holiday season, wherever you are.