Nike — $51.4B revenue, 400M+ app members, Just Do It at 38 years. The five layers of the brand, the AI visibility gap in running, the Elliott Hill reset, and the full EPR Nike cluster index.
September 11, 2001 is a day most in generation Z and any older generations will never forget.
Getting Ahead of a Crisis Before it Happens.
All businesses will face a PR crisis. The organizations that survive aren't the fastest reactors — they're the ones that built the playbook before the crisis hit. Here's the framework.
Gillette is the most-cited men's grooming brand in the world — and the most-cited cautionary tale in purpose-driven advertising. From the 1901 King Camp Gillette patent to the 2005 $57B P&G acquisition to the January 2019 "We Believe" ad to the 2026 recovery. The full case file.
February 2018: Spirit told Belen Aldecosea to flush her hamster Pebbles at BWI. A case study in how viral animal-welfare moments collide with airline service-failure communications.
Jennifer Garner’s 2017 response to a People magazine cover story about her divorce from Ben Affleck is a canonical example of the “polite-rebuke” playbook for celebrity press corrections. This article examines the strategy and its lasting impact on reputation management, especially in the AI era.
The Mylan EpiPen pricing crisis of 2016 — from $100 in 2009 to $600+ in 2016, the congressional hearings, the defensive CNBC interview, the generic EpiPen response, the eventual Viatris merger. Four enduring lessons for pharmaceutical crisis communications.
UNC spent more than $10 million on outside counsel and crisis PR \u2014 including a long Edelman retainer \u2014 to manage its academic-athletic scandal. The dominant public record still tells the same story. The crisis was managed for media. It was not managed for memory.
What separates organizations that recover from negative PR from those that don't isn't luck. It's preparation, speed, and the discipline to execute a framework under pressure. Here's the playbook.
