Lambert, the Sanfords and Tiger, Tiger, Tiger: Our List of the 10 Top PR Nightmares of 2009

by Tony Shelton, Shelton and Caudle Communication Training and Crisis Counsel, a division of Vollmer Public Relations

Politicians and performers, wannabees and wackos made the news again in 2009.  There were even some strong and effective responses to communication crises this year.  Of course, that was before the news became “All Tiger, All the Time.”

Here are our picks for the Top 10 PR Nightmares of 2009 – from bad to worst:

• United Airlines breaks guitars: Wronged customer strikes back. Especially effective approach if you happen to be a talented guy with a following on YouTube.
  
  
• Adam Lambert on the AMAs: Not that we really care who kisses whom, but Lambert’s antics at the American Music Awards should have been preceded by a warning to send the kids off to bed before he started. Still, shocking performances (see Madonna and Britney, for example) have been known to help careers, as this one seems to have boosted Lambert’s.
  
  
• Gross-out Domino’s employees:  Props to Domino’s for jumping in and quickly jumping on this one with both feet.  As good a corporate response as we saw this year to a crisis that struck directly at essence of their business – the implied promise of wholesomeness of their product.
  
  
• Governor Sanford:  No one will ever think of “hiking in the Appalachians” the same way again.  On a positive note, Jenny Sanford, who allowed she was “apparently not” the Governor’s soul mate, showed some class.  At least until she announced her book deal.
  
  
• Kanye West interrupts Taylor Swift:   Who knows if it was really staged?  It was an early Christmas to young Ms. Swift. Kanye, on the other hand, was even rebuked by the President. And, he didn’t help himself with his dippy, weepy interview with Jay Leno either.
  
  
• David Letterman’s affairs:  By telling his story in his own loopy way, he reeled us in and kept us from recoiling completely from the “creepy things” he said he was accused of doing with female members of his staff.   The few cries of outrage at the sexual harassment aspect of the story were soon forgotten. Good for Dave, bad for employee relations.
  
  
• Mammograms at 40, 50, when?   Did anybody get a clear recommendation anywhere in this mess?  The Today Show’s Ann Curry should have been ashamed of herself for letting Health and Human Services Secretary Kathleen Sibelius get away with her patronizing and content-free “clarification” on NBC.
  
  
• Secret Service and White House party crashers:   Not funny. If these airheads can get that close to the President, so could somebody whose goal was a little more sinister than getting on reality TV.  Secret Service heads should have rolled immediately.
  
  
• Michael Jackson's doctor:  Took control of his story by telling it on YouTube. We may not all be convinced of his innocence, but he told his story and told it his way.  However, the King of Pop is dead and Dr. Conrad Murray will forever be associated with it whether responsible or not.
  
  
• Tiger’s Tale of Woe:  Hiding never works. Whining either. He could have learned from Letterman about taking control of the story.  To Tiger’s minor credit: At least, his women friends were not subordinates at his workplace.

There was no shortage of choices for our list this year.  You likely have your own favorites. Let us hear from you - give us your favorite PR Nightmare of 2009 below!

One last note:  For the effective crisis communication response, a few basics remain true: We understand that “stuff happens” but, when it does, we want to see somebody step in and do what needs to be done to make it right.  Plus, if you’re famous and you get caught doing something you shouldn’t, you’d better take responsibility and apologize – and you’d better be quick about it.