With 2012 coming to an end, there is no end to the Public Relations disasters which ruined reputations.  Working extensively as a crisis PR agency, here’s our take on the worst PR gaffes of the year (in no particular order):

Lance Armstrong: Lance Armstrong was a legendary sports figure that many looked up to. Even with the growing burden of doping accusations, the renowned cyclist and cancer survivor made no comment on the accusations. In the wake of the scandal,

Armstrong stepped down as Chairman of his charity Livestrong  “to spare the foundation any negative effects as a result of controversy surrounding my cycling career.” The U.S. Anti-Doping Agency detailed what it called “overwhelming” evidence of Armstrong’s involvement in what has been called “the most sophisticated, professionalized and successful doping program.” Armstrong has already been stripped of his Tour de France medals.

David Petraeus: The Petraeus extramarital affair became public knowledge after Jill Kelley reported to the FBI that she was being cyber-stalked with harassing emails. The FBI intercepted those emails and found that the messages were coming from Paula Broadwell, Petraeus’s biographer. The affair caused Petraeus to offer his resignation as CIA Director.

President Obama’s First Debate: Although Obama was enjoying a comfortable lead over Republican candidate Mitt Romney, it certainly didn’t show in his first debate. With Romney’s strong performance and quick wit, some say Obama was “falling asleep” and that his lack of participation could have cost him a second term. With the polls so tight, Obama managed to be more prepared for the second and third debate.  The first debate was definitely a debacle.

Pink Slime: What a debacle. “Pink Slime” known as the lean, textured beef that had been found have the additive “ammonia” added to most of the ground beef in the U.S. for over a decade. With consumer confidence dropping by the second, a number of food companies that distribute the beef assured the public that they would drop “pink slime” from its product line.  But who really wants to have ammonia added to their lean ground beef?

Apple: Apple fans got a shock when the new iPhone 5 was released and the Apple Maps function failed to work. CEO Tim Cook had to issue a public apology and conceded that Apple users should download competitors’ products from the Apps store. Embarrassing nonetheless, Cook suggested that Bing, MapQuest and Google all had good applications. The product manager for the maps feature was fired months later.

Always like to hear your thoughts and feedback – What will be the biggest PR disaster of 2013? Contact me on twitter @rtorossian5wpr

 

Discover more from Ronn Torossian

Ronn Torossian’s Professional Profile on Muck Rack
GuideStar Profile for Ronn Torossian Foundation
Ronn Torossian’s Articles on Entrepreneur
Ronn Torossian’s Blog Posts on Times of Israel
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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.