Introduction
A company’s reputation is one of its most valuable assets, but it is also fragile. Four cases, which will include SeaWorld’s (“Blackfish”), Brandy Melville, the NFL’s “Deflategate” and ExxonMobil’s controversies showcase how public scrutiny can expose vulnerabilities even for established brands today.
Main Themes and Challenges
Each organization faced reputational challenges, whether sparked by the documentary, social media backlash, a sports scandal or environmental concerns. These cases highlight an important reality, which is that even a strong brand, isn’t immune to reputational damage. Social media acted as both a catalyst and an amplifier. For Brandy Melville, social platforms were critical to its promotion, but also drew attention to its exclusivity. Vanslette & Waymer (2016) write, “It has opted for a social media-based strategy that relies upon the online images of a group of strategically selected ‘young, white, skinny, and long-legged girls that the company called ‘Brandy Girls…The strategy are considered ‘revolutionary’” (VanSlette and Waymer, 2016, pp. 121-122). SeaWorld’s “Blackfish” controversy gained momentum online. Daniels (2015) writes, “This is a long-term effort to have a conversation with the public and give them the facts about SeaWorld so they can make up their own minds, the company said in a statement” (Daniels, 2015). During “Deflategate”, social media allowed fans, players and the NFL to communicate directly, shaping the narrative in real time. A lack of transparency fueled public distrust. SeaWorld’s initial defensiveness, Brandy Melville’s secretive practices, ExxonMobil’s limited environmental disclosures and the NFL’s misleading communication worsened their respective crises. From customers to activists, each organization struggled to address stakeholder concerns. Poor management led to tangible consequences, which included SeaWorld’s declining attendance, Brandy Melville’s public scrutiny and ongoing challenges for ExxonMobil. The ethical questions about animal welfare, sizing exclusivity, sports integrity and environmental practices showcase the importance of aligning business practices with societal expectations.
Strategies and Outcomes
Many of these organizations initially adopted a defensive stance, such as SeaWorld denying accusations and the NFL emphasizing game integrity. These responses often intensify the situation. As backlash grew, organizations adjusted their strategies. SeaWorld introduced the Blue Whale Project and ExxonMobil increased transparency about fracking. These efforts, while necessary, came too late to repair reputations fully. Both the NFL and Tom Brady deployed image restoration strategies, gradually shifting from denial to taking responsibility. Strawser et al. (2017), write, “Benoit (1997) outlined five strategies of image restoration discourse…mortification (apologize for the act)” (Strawser et al., 2017, p. 75). Tangible actions, such as SeaWorld’s construction of a new killer whale habitat, demonstrated accountability and helped rebuild trust. Duhon et al. (2016) write, “On March 23, 2015, SeaWorld announced the launch of a new reputation campaign geared at repairing its reputation and allowing the public the opportunity to make its own decisions about the company’s killer whale care” (“SeaWorld Entertainment, Inc. Launches,” 2015) (Duhon et al., 2016, p. 20). However, communication strategies, like ExxonMobil’s informational website, often failed to resonate without real change. Carlton (2012), writes, “One of the frequently asked questions developed and listed by ExxonMobil in promoting this website is, ‘What is the real story behind the negative claims about hydraulic fracturing [in the documentary] GasLand?” (Carlton, 2012, p. 12). While some organizations, like the NFL, recovered over time, SeaWorld continued to face financial and reputation challenges. Bindrim (2015) writes, “SeaWorld’s stock dropped 50 percent after the 2013 documentary Blackfish lambasted its treatment of captive orcas–made the commitment of Ringling’s elephants to circus life politically impossible” (Bindrim, 2015).
Benoit (1997) Image Restoration Theory
Figure 1: Conceptual Framework (Masaviru, 2016). Used under copyright. Use for fair use.
Key Takeaways
Overall, reputation management is an ongoing effort. Proactive engagement, transparency and accountability are important. Companies must embrace open dialogue, take responsibility for mistakes and ensure their actions align with their values. As societal expectations evolve, businesses that adapt and demonstrate genuine care for their stakeholders will thrive. In the end, these case studies remind PR professionals that in the digital age, reputation is more than a reflection of the past, it’s an investment in the future.
References
Bindrim, K. (2015, November 9). Where Ringling Brothers Elephants Go To Retire. Newsweek. https://www.newsweek.com/where-ringling-brothers-retired-elephants-live-392239
Carlton, J. (2012). Water on Fire: An Analysis of ExxonMobil’s Communicative Defense of Hydraulic Fracturing [Review of Water on Fire: An Analysis of ExxonMobil’s Communicative Defense of Hydraulic Fracturing]. https://instituteforpr.org/wp-content/uploads/https___page.org_wp-content_uploads_2023_11_Water-on-Fire-An-Analysis-of-ExxonMobils-Communicative-Defense-of-Hydraulic-Fracturing.pdf
Daniels, C. (2015, May 8). Why SeaWorld has to go beyond comms in its fight for survival. Prweek.com; PR Week Global. https://www.prweek.com/article/1346442/why-seaworld-go-beyond-comms-its-fight-survival
Duhon, S., Ellison, K., & Ragas, M. W. (2016). A Whale of a Problem: A Strategic Communication Analysis of SeaWorld Entertainment’s Multi-Year Blackfish Crisis. http://cssc.uscannenberg.org/wp-content/uploads/2016/08/v5art2.pdf
Strawser, M., Shain, S., Thompson, A., Vulich, K., & Simons, C. (n.d.). Deflated: The Strategic Impact of the “Deflategate” Scandal on the NFL and its Golden Boy. http://cssc.uscannenberg.org/wp-content/uploads/2018/01/v6art3.pdf
Vanslette, S., & Waymer, D. (2016). Exclusive and Aspirational: Teen Retailer Brandy Melville Uses the Country Club Approach to Brand Promotion. http://cssc.uscannenberg.org/wp-content/uploads/2016/08/v5art7.pdf