The Worst PR Campaigns in History: From Golden Turkey Awards to Identity Theft Disasters

PR campaigns are designed to enhance a company's image and communicate important messages to the public. However, sometimes these efforts go horribly wrong, resulting in unintended outcomes and significant damage. In this article, we explore some of the most notable failures in PR history and why they went awry.

The Golden Turkey Awards: A Lesson in Blandness

As a former employee at a TV station, I recall the Golden Turkey Awards, which celebrate the most poorly produced works in media. Despite such a name, one PR campaign stands out as particularly egregious. In one instance, the PR team sent out Christmas cards to clients expressing the hope that clients would have many 'turkeys' in the coming year. This was a serious misstep, as it equated success with failure and likely earned the company a brownie point for inane messaging.

The '3AM Call': A Case of Misplaced Assumptions

One of the most infamous PR fiascos occurred during Hillary Clinton's 2008 campaign. The '3AM Call' was intended to highlight Clinton's experience as a politician and diplomat, portraying her as a reliable figure who could lead America into the future. Instead, it backfired, leading to significant criticism and shifting public sentiment in favor of Barack Obama. The ad's intended message was lost in the noise, and the campaign likely did more harm than good.

The Cartoon Network Bomb Scare: An Exercise in Public Suspicion

The 2007 Cartoon Network campaign aimed to create buzz for its Adult Swim series by placing LED signs resembling the show's characters in public spaces. However, these signs were misinterpreted as actual bombs, leading to widespread panic and multiple job losses. While the campaign garnered attention, it was far from the intended positive outcome. This incident underscores the need for thorough planning and crisis management in PR campaigns.

The LifeLock Fiasco: From Challenge to Consequence

One of the most notorious PR disasters involved the security company LifeLock. The company's CEO launched a campaign inviting hackers to steal his identity, a challenge that, unfortunately, was taken too seriously. The resulting data breach subjected the company to fines of $12 million from the Federal Trade Commission for deceptive advertising. This campaign not only harmed the company's reputation but also exposed personal information of many customers.

The Twitter Twists: From NY Police Dept. to McDonald's

Several high-profile brands attempted Twitter initiatives with disastrous results. For instance, the NYPD's attempt to engage with the public using the hashtag #Mynypd resulted in a backlash, and JP Morgan's #AskJPM hashtag never launched due to the negative reactions it generated. McDonald's mcdStories campaign aimed at recognizing farmers but instead devolved into a series of insults, demonstrating the unpredictability of social media engagement.

Conclusion: The Importance of Strategic PR

While PR campaigns are essential for building brand loyalty and public image, they can often backfire if not executed carefully. The examples discussed here highlight the critical elements that should be considered when planning any PR initiative: thorough research, clear goals, and contingencies for different scenarios. By learning from these failures, PR professionals can avoid similar pitfalls and ensure that their campaigns achieve their intended outcomes.