PR Disaster Awards – nominations and data flowing in

Have we missed anything you thought was a public relations gaffe in Australia this year?

Here are some of the PR blunders jostling for 2015’s PR disaster accolade. The initial data is in but we’re still crunching numbers and processing sentiment before we decide the year’s biggest blunder. Whatcha think?

7-Eleven staff low wages fiasco

Australia Border Force; ‘clumsy’ press release

Belle Gibson – blogger who cured her own cancer

Bernard Tomic Miami arrest

Bill Shorten union Commission

Bronwyn Bishop choppergate scandal

Joe Hockey – get a good job that pays good money

Nick Kyrgios

Volkswagen emissions scandal

Woolworths ‘Lest We Forget’

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The PR train wreck that is Nick Kyrgios (aged 20 and a bit)

PR Disasters are usually caused by something; bad choices, behaviour, inattentiveness or wanton disregard. This precise article from the UK Telegraph’s Oliver Brown is “ace” in the way it describes the defects that drive Nick K’s manifold PR disasters. “…indeed hundreds of those fans on No 2 Court who watched his petulant implosion with mounting incredulity, felt most put out by was Kyrgios’s spoilt-child syndrome.” Nicely served, Oliver.

GC Sun may set on speed merchants’ AFL careers?

Gold Coast Stuns. The AFL and its multi-million dollar babies – the Gold Coast Suns – are embroiled in brand damaging illicit drug use allegations. Was anyone else struck by the irony of KH’s admission that he bought ‘gear’ outside a pizza shop. Not implying it was one of the club sponsors (a pizza chain), but how long before the sun sets on deals with sponsors and partners including HostPlus, Fiat, Virgin and United Petroleum and others?

Treasurer Hockey pays for his cheap advice

MP Andrew Leigh MP launches an online political attack saying that a “median-priced house now costs over $666,000 – that’s more than six times average incomes. Where are all these ‘good jobs’ the Treasurer says will help you pay for that?”

Treasurer Joe quickly became the subject of a social media backlash

Treasurer Joe quickly became the subject of a social media backlash

Australia's 2013 PR Disasters Announced

The Essendon footy club has grabbed the flag at the annual list of PR blunders and gaffes awarded here at PRdisasters.com. After analyzing media monitoring data on sustained and damaging mentions across press, radio, TV and internet sources, the Bombers “performance supplements” saga was easily the year’s most-talked about, and reviled, PR disaster. And in a year where the Cronulla Sharks rugby club plus the sport of swimming were also stained by the stench of scandal, the broader topic of ‘drugs in sport’ created much negative commentary and bad PR.
The Australian PR Disaster Awards – now in their 8th year – highlight the worst examples of business, celebrity, government, media and sports PR blunders. They assess PR problems in both traditional and online media, including social media spaces. To qualify as a PR disaster, the incident must result in sustained, negative media coverage for the brand, business or person at the centre of the story. Here are Australia’s Top 10 PR Disasters of 2013 (biggest disaster first):
1. Essendon supplements scandal – under the direction of controversial sports scientist Stephen Dank, the Bombers were found to have been operating an experimental – possibly illegal – performance supplements programme.
2. Drugs in sport – A year long Australian Crime Commission investigation found widespread drug use in Australian professional sport, with criminal networks being actively involved. At publication, one former ASADA expert dubbed it the “blackest day in Australian sport”.
3. Indonesian relations – Australia’s ‘SBY’ presidential phone-tapping scandal escalated with Tony Abbott’s reticence to apologise and Indonesia reactively downgrading the relationship between the two countries and withdrawing co-operation on people smuggling operations.
4. Waterhouse/Singleton spat – Businessman John Singleton sacked trainer Gai Waterhouse following a clash on live television. After “Singo” claimed skullduggery over the fitness of his beloved horse ‘More Joyous’, a Racing NSW inquiry fined Singleton and saw trainer Gai Waterhouse charged on two counts relating to reporting and record-keeping.
5. Media regulation reform – Communications Minister Stephen Conroy was assailed by many sections of the media over his proposed News Media reforms. Many outlets railed at the mooted, binding, self-regulation scheme that also sought to remove a news organisation’s exemption from some provisions of the Privacy Act.
6. Mining tax repeal – The Abbott government started to repeal Labor’s controversial Minerals Resource Rent Tax from July 2014; by pitching how it would impact on families and small business, major – and conflicting – media coverage for this new policy was secured.
7. Craig Thomson – The saga of allegedly using Health Service Union credit cards to pay for porn and prostitutes rumbled on, revealing avaricious appetites for raunchy films, sexual services, ciggies and cross-country flights and expenses.
8. Collingwood Football Club (re Adam Goodes) –When a young Collingwood fan sledged Adam Goodes with an ape slur, the media meltdown was compounded when Collingwood President Eddie Maguire jokingly alluded to Goodes’ ability to publicise the in-town musical King Kong.
9. Royal Commission into child sexual abuse – As the 2012-established commission researched, interviewed, questioned and challenged institutional representatives from education, religion, sports and state interests, claims of abuser protection and failure to stop the abuse provided media flak for churches and their office bearers.
10. Politician expenses – Not long into office, Tony Abbott encountered his first scandal over his and other politicians’ misuse of entitlements. With four cabinet members – plus the PM – having to repay money for faulty expense claims, the furore also targeted Labor pollies similarly loose with their expense accuracy.