Digital PR has immense potential. Done well, it amplifies brand credibility, earns attention, and builds trust across multiple platforms. But when executed poorly, Digital PR can do more than fail — it can actively damage a brand’s reputation, trigger public backlash, and create long-lasting negative associations. In today’s fast-moving online environment, one misstep can go viral for all the wrong reasons.
This op-ed explores where Digital PR fails, why certain campaigns implode, and what lessons communicators must draw to avoid repeating these costly mistakes.
1. When Brands Chase Virality at All Costs
Case Example: Pepsi’s Kendall Jenner Ad (2017)
Few campaigns illustrate Digital PR failure more clearly than Pepsi’s infamous commercial featuring Kendall Jenner. In the ad, Jenner leaves a photoshoot to join a protest, ending with her handing a can of Pepsi to a police officer — a moment meant to symbolize unity and peace.
- Why it failed: The ad trivialized serious social justice movements, reducing issues like police brutality and systemic racism to a soda commercial. Social media erupted in outrage, accusing Pepsi of co-opting activism for profit.
- Impact: Pepsi quickly pulled the ad and issued an apology, but the reputational damage lingered.
- Lesson: Chasing a “viral” moment without sensitivity to cultural context is dangerous. Digital PR thrives on authenticity; superficial attempts to hijack causes backfire spectacularly.
2. Misreading the Room
Case Example: Burger King’s “Women Belong in the Kitchen” Tweet (2021)
On International Women’s Day, Burger King UK tweeted: “Women belong in the kitchen.” The intention was to promote culinary scholarships for women, but the opening tweet — stripped of context — read as sexist and tone-deaf.
- Why it failed: On a day celebrating women’s empowerment, leading with a sexist trope (even sarcastically) was a colossal misread of the audience’s sensitivity. Twitter’s fast-scroll environment amplified outrage before context was even considered.
- Impact: The brand faced days of backlash, had to delete the tweet, and overshadowed what could have been a positive initiative.
- Lesson: Context matters. In digital spaces, first impressions are everything. If a message requires “explaining,” it’s not designed for the medium.
3. Inauthenticity and “Woke-Washing”
Case Example: H&M’s “Coolest Monkey in the Jungle” Hoodie (2018)
H&M posted an image of a Black child wearing a hoodie with the words “Coolest Monkey in the Jungle.” Whether through ignorance or lack of oversight, the image ignited global outrage.
- Why it failed: It appeared racially insensitive and careless, reflecting poorly not just on the product but on the brand’s values. Social media backlash forced apologies and store boycotts.
- Impact: Beyond reputational harm, H&M had to reckon with deeper questions about diversity within its organization.
- Lesson: Digital PR cannot compensate for structural blind spots. Diversity, inclusion, and cultural awareness are not checkboxes — they must be embedded in brand operations.
4. The Pitfall of Stunts Without Substance
Case Example: Sunny Co Clothing’s Free Swimsuit Giveaway (2017)
Sunny Co Clothing promised a free swimsuit to anyone who reposted its Instagram photo. The post went viral — far more viral than anticipated — with tens of thousands of participants. The brand quickly realized it couldn’t fulfill the orders and changed its terms.
- Why it failed: The brand underestimated the scale of response and overpromised. Instead of goodwill, the campaign left customers angry and distrustful.
- Impact: Coverage turned negative, with outlets mocking the company’s unpreparedness.
- Lesson: In Digital PR, logistics and operations matter as much as creativity. A campaign that cannot be executed reliably undermines trust.
5. Hijacking Tragedy for Attention
Case Example: Cinnabon’s Carrie Fisher Tweet (2016)
After actress Carrie Fisher’s death, Cinnabon tweeted an image of her with a cinnamon roll replacing her iconic Star Wars hair bun. The brand likely meant it as a tribute, but it was widely condemned as insensitive and opportunistic.
- Why it failed: Tragedies are not marketing opportunities. Attempting to tie brand promotion to moments of grief is perceived as exploitative.
- Impact: The tweet was deleted, but the backlash damaged trust in the brand’s judgment.
- Lesson: Sensitivity is non-negotiable. Digital PR must recognize the line between honoring cultural moments and exploiting them.
6. When Influencer Partnerships Go Wrong
Case Example: Fyre Festival (2017)
Perhaps the most infamous digital PR disaster of the decade, Fyre Festival promised a luxury music festival in the Bahamas, hyped by top influencers like Kendall Jenner and Bella Hadid. The reality: mass chaos, disaster relief tents, and cheese sandwiches instead of gourmet meals.
- Why it failed: The influencer-powered hype machine built expectations the organizers could never fulfill. The gap between promise and delivery turned the event into a global laughingstock — and a criminal fraud case.
- Impact: Careers were destroyed, lawsuits followed, and influencer marketing came under scrutiny.
- Lesson: Digital PR cannot paper over reality. Authenticity requires brands to deliver on promises. If the product doesn’t live up, no amount of spin will save it.
7. Ignoring Platform Culture
Case Example: McDonald’s #McDStories Campaign (2012)
McDonald’s launched the hashtag #McDStories to encourage customers to share heartwarming experiences. Instead, Twitter users flooded it with negative stories about poor food quality, bad service, and health concerns.
- Why it failed: The brand underestimated the cynicism of online culture. On platforms like Twitter, branded hashtags are often hijacked for mockery.
- Impact: The campaign had to be pulled within hours, but screenshots and stories live on indefinitely.
- Lesson: Digital PR requires understanding of platform dynamics. What works on Instagram might flop on Twitter. Brands must anticipate worst-case scenarios.
8. The Risks of Automation
Case Example: US Airways’ NSFW Tweet (2014)
US Airways accidentally tweeted an explicit image in response to a customer complaint. The post stayed live for nearly an hour before deletion.
- Why it failed: The error highlighted the dangers of automation and poor oversight in digital communications.
- Impact: Though chalked up as a mistake, the incident embarrassed the airline and became viral for all the wrong reasons.
- Lesson: Digital PR teams must balance speed with control. Automation without human oversight invites disaster.
9. Overconfidence in Brand Equity
Case Example: New Coke (1985, revived in digital conversations)
While predating digital PR, the New Coke fiasco still offers lessons relevant today. Coca-Cola’s decision to replace its formula led to public outrage. Decades later, digital PR still references this failure as a cautionary tale.
- Why it failed: Coke assumed its brand strength would carry customers through a radical change. Instead, it underestimated emotional attachment.
- Impact: Coca-Cola was forced to bring back “Coca-Cola Classic.”
- Lesson: Digital PR campaigns must respect the depth of consumer relationships. Overconfidence breeds backlash.
The Common Threads of Failure
From Pepsi to Fyre Festival, these failures share recurring themes:
- Tone-Deaf Messaging: Failing to read cultural or emotional context.
- Inauthenticity: Jumping on causes without commitment.
- Operational Misalignment: Promises made without the infrastructure to back them up.
- Overpromising and Underdelivering: The fastest way to erode trust.
- Lack of Platform Understanding: Ignoring how audiences actually behave online.
- Neglecting Oversight: Automation and fast-paced posting without checks.
Why Digital PR Fails More Publicly Than Traditional PR
Traditional PR failures might be limited to a few bad headlines. In contrast, digital PR failures are:
- Instantly amplified through social sharing,
- Permanent thanks to screenshots and viral memory, and
- Interactive, meaning backlash compounds as users remix and spread content.
Digital failures are not private embarrassments; they are global case studies.
How to Avoid Failure: Guardrails for Brands
- Cultural Awareness Checks: Always vet campaigns through diverse perspectives before launch.
- Scenario Planning: Anticipate backlash and prepare responses.
- Authenticity Audit: Ask: “Does this campaign align with what we actually do?”
- Platform Sensitivity: Tailor campaigns to the culture of each channel.
- Operational Readiness: Ensure logistics can deliver on promises before hype.
- Human Oversight: Never leave automation unchecked in sensitive communications.
Digital PR is powerful, but power cuts both ways. The same speed and scale that can propel a campaign to global recognition can also magnify mistakes into scandals. The failures of Pepsi, H&M, Fyre Festival, and countless others demonstrate that in the digital age, there is little room for carelessness or insincerity.
Ultimately, Digital PR fails when brands forget that people — not platforms — are at the center of communication. Audiences crave authenticity, respect, and transparency. Betray those expectations, and even the most creative campaign will collapse under scrutiny.
The future of PR belongs not to those who chase fleeting viral moments, but to those who build trust, act responsibly, and design campaigns that resonate with integrity.
Ronn Torossian founded 5WPR, a leading PR agency.
