Public relations disasters from 2020 – a dumpster fire review

By: Michelle Dias, vice president, CPRS Toronto

I’ve seen the dumpster fire ornament flash on my Instagram and Twitter feed a few times this holiday season. The cheeky decoration is supposed to represent the “colossal mess” that has been 2020. A seemingly endless blaze fueled by the pandemic, protests and online feuds. On the flipside, the dumpster fire ornament represents the humour and purging seen in 2020, we have witnessed the best of humanity and old wrongs being exposed. 

What were some memorable “calamities” and how can they be made right? 

The US-Elections – Four Seasons Total Landscaping 

Going into 2020, we knew that the US-elections would take centerstage because of President Trump’s bombastic rallies and Americans’ cries for change. What some of us didn’t anticipate was the four-day election result reveal which left us mesmerized by John King’s deep knowledge of all (or what seemed like all) of the townships, counties and cities on his smart-screen electoral map. MSNBC’s Steve Kornacki’s GAP KHAKIS also saw a 90 per cent surge in sales post-election. Talk about influencer marketing! There were memes, jokes and many calamities that came from the election, but none more memorable than the post-election press conference by the Republican Party at Four Seasons Total Landscaping hosted by a disjointed Rudy Giuliani. As the story goes, a Trump-staffer intended to book the presser at a Four Seasons Hotel (which would have been a more appropriate venue). Nonetheless, the parking lot venue between a sex shop and crematorium is more ironic and maybe more fitting. 

There’s no easy PR “fix” for the US-elections. I predict we will see election reform, and a reinvention of the GOP. Fingers crossed.  

Black Lives Matter – Jessica Mulroney vs. Sasha Exeter 

The death of George Floyd at the end of May resurged global conversations about racial divide. We witnessed hundreds of protests internationally calling for reform, action, and education. Learning and listening swept corporate settings and social channels as individuals spoke their “truths” about racism. Toronto-based socialite and former TV-wedding planner, Jessica Mulroney, made the deep misstep of sending a string of offside messages to Toronto-influencer, Sasha Exeter, after Exeter’s public plea for others to share messages in support of diversity and the BLM movement. Exeter was speaking her truth and was left overshadowed by negativity. From there, Jessica’s contracts and various commercial deals ended. The learning here is for some a tough pill to swallow – on social media we are quick to be social-pundits, commenting on everything and offering our opinions. Instead, it’s better to pause, listen and reflect and essentially check yourself before you wreck yourself. 

Awkward federal politics 

The Canadian government’s response to COVID-19 has been swift and supportive. At the start of the pandemic, the daily reassuring press conferences at the Prime Minister’s residence on Sussex Drive delivered and exemplified the key message of, “stay at home”. CERB and CEWS were deployed to many businesses and individuals while national benefits and programs were quickly put into place. 

There were a few awkward steps throughout the year on a federal level. At the end of August, Andrew Sheer delivered a 13-minute cringeworthy exit speech at the Conservative National Convention. A convention already riddled with technical bumps and virtual delays, Sheer’s “swan song”, was a tirade of complaints while it should/could have been a positive rebirth of the party. The Liberals also fumbled and managed to stir up criticism when issuing a report on new Conservative party leader, Erin O’Toole, for a meeting that didn’t occur. This left Canadians questioning the ethics and “politics” at play during these leadership meetings. 

With days left of 2021 we can only hope for the best in the new year, or at least a fire extinguisher big enough to put out the dumpster fire.