The Worst PR Disasters of 2025

Last year, we broke down the biggest PR disasters of 2024, from Boeing’s botched crisis management to Bumble’s billboard apology tour and more.

If 2024 taught us that even the most prominent brands can stumble, the worst PR disasters of 2025 (so far) have proved that reputations can unravel even faster. It also showed us how expensive a poor crisis communication plan can be. 

This year’s biggest brand reputation failures weren’t minor slip-ups, but global case studies in brand reputation damage, viral backlash, and defensive missteps. 

Let’s unpack what happened, how things escalated, and the key PR lessons every team should carry forward.

1. American Eagle’s “Great Jeans” campaign backlash

The disaster: What was meant to be a cheeky pun, “great jeans,” turned sour when American Eagle’s campaign, which featured actress Sydney Sweeney, was misinterpreted as “good genes.” 

The campaign was criticized on social media for perceived eugenic undertones (the sensitive, disputed idea of influencing human traits through selective breeding).

American Eagle’s initial response (“It’s about the jeans”) felt flippant and dismissive.

The impact: More than 3,000 negative news articles, billions of critical reactions, and a hit to store foot traffic. Eep. The brand’s Gen Z audience, typically loyal and socially conscious, voiced its frustration loudly across every possible platform.

The lesson: In PR crisis management, even playful copy needs cultural sensitivity checks. When your message falls short or unintentionally offends, a prompt acknowledgment and transparent correction can prevent a viral backlash.

2. Astronomer’s kiss-cam scandal

The disaster: In July 2025, a feel-good Coldplay concert kiss-cam turned into a reputational minefield for tech company Astronomer Inc. When the screen zoomed in on the company’s CEO, Andy Byron, as he shared an intimate moment with the head of HR, Kristin Cabot, the clip went viral on social media. 

The revelation of a personal relationship at the top of the company triggered speculation about ethics, power dynamics, and workplace culture.

The impact: Within days, the clip triggered a wave of negative press, employee leaks, and mounting speculation about the company’s culture. The fallout: resignations and a damaged brand.

The lesson: In the smartphone era, there’s no such thing as “off-duty” for executives. Clear internal policies and proactive transparency when something goes wrong can prevent a viral moment from becoming a massive PR blunder. Strong crisis management preparation for executives is no longer optional, it’s a necessity.

3. Jet2’s jingle turns meme (and mockery)

The disaster: The U.K. holiday operator’s upbeat jingle, “Nothing beats a Jet2 holiday,” was designed to spark wanderlust. Instead, TikTok users hijacked the track, pairing it with clips of airport meltdowns, flight cancellations, lost luggage, and general “holiday havoc.” 

What was meant to be a polished brand anthem became the soundtrack of summer travel misery on social media. The #jet2holiday hashtag garnered tens of millions of views, all for the wrong reasons.

The impact: Initially, it seemed like a significant public relations setback, as the company’s core promise of stress-free holidays was undermined entirely. But instead of responding with a defensive statement, Jet2’s agile crisis management response strategy steered them to stay silent in the press and focus on TikTok. 

The brand leaned into the trend, interacted with creators, and even launched its own tongue-in-cheek content. Jet2’s decision to join in rather than push back helped them restore engagement and lessen the fallout.

The lesson: Jet2’s choice to skip traditional crisis communication channels and instead engage authentically on TikTok is a powerful crisis management example for other brands as well: sometimes the best move is to join the conversation rather than fight it. This approach resulted in increased social engagement and a notable increase in organic search traffic. It also clearly shows how speed and adaptability can transform ridicule into positive momentum. Having media monitoring tools in place allows teams to detect these shifts in sentiment and conversation volume in real-time, providing the crucial data needed to make agile decisions.

4. Blake Lively and Justin Baldoni’s public legal war

The disaster: A private legal dispute between actors Blake Lively and Justin Baldoni became a public spectacle when details were strategically leaked to the press. 

In December 2024, Lively filed a complaint accusing Baldoni, his production company, and others of sexual harassment, unprofessional behavior, and retaliation against her and other cast and crew. 

In response, Baldoni filed a countersuit and alleged defamation, extortion, and interference. He claimed that Lively attempted to unfairly take control of the film’s production and promotion, which harmed his reputation and livelihood. 

The conflict didn’t stay confined to the courts but escalated through dueling PR stunts: planted stories, veiled accusations, social media buzz, and dramatic statements designed to sway public sympathy.

The impact: Fans and followers grew tired of the constant back-and-forth, and both reputations took a hit. What should have been resolved discreetly devolved into a toxic media circus, which eroded trust in both stars. Wondering what this legal battle and associated public relations efforts must have cost? About $400 million, one source says.

The lesson: “Over-PRing” personal disputes almost always backfires. In sensitive legal matters, clarity, restraint, and consistency protect credibility far better than competing press statements.

Corporate PR mistakes and crisis communication lessons

Viral content that spins out of control. Tone-deaf messages that collide with cultural nuance. Private scandals that are aired publicly. Defensive or dismissive PR crisis responses.

These are all recipes for disaster, as the examples in this list show. Here are the lessons for PR teams to help you prepare for PR crises:

• Track and engage with virality. Sometimes it’s best to lean in than to shut down or stay mum.  

• Integrate cultural awareness into every stage of campaign approval. Even the simplest message or image can give the wrong impression.

• Keep private disputes off the public stage. Don’t let spin replace substance.

• Lead with transparency, consistency, and speed. Your response defines you more than the misstep itself.

How prepared are you for a PR crisis?

When a crisis hits, speed, clarity, and consistency are everything. Is your brand ready to respond to a crisis situation?

Having a crisis management plan is crucial. With PR.co’s tools, you can build structured press assets, stay agile, and control your narrative, even when the unexpected happens. Our media monitoring tools also help you monitor public sentiment and stay on top of the conversation.

Put these resources to good use before the next PR crisis hits:

• Explore our Crisis Communications Playbook for PR Teams.

• Sharpen your reflexes with our Crisis Communication Online Course. 

• Protect your brand with PR.co’s Crisis Communications Services.

Worst PR disasters 2025: The final word

Just like Boeing, Brewdog, and Bumble showed us in last year’s PR disaster roundup, reputations aren’t destroyed by crises alone. They’re killed by how organizations handle them.

The worst PR disasters of 2025 prove that agility, authenticity, and cultural fluency aren’t optional anymore. Whether it’s a rogue meme or a cultural flashpoint, brands that practice social listening, learn, and act decisively will recover. Those that don’t risk becoming the headline case studies in “what not to do” next year.

Keen to learn how we can streamline PR crisis management for your brand? Schedule a demo for a product walkthrough personalized to your needs.

Now that you’ve seen our pick of this year's worst PR disasters and the worst PR crises of 2024, you might want to check out examples of brands that are doing reputation management right. Check out our pick of Best PR Campaigns of 2025, 2024, 2023, 2022, and 2021. You might also want to check out the Best PR Stunts of 2025 and 2024.