Author: Shelby McAfee

This summer, Nike released an ad campaign that unexpectedly sparked a debate: the “Exclusivity Controversy” ad. The ad was marketed to celebrate high performance and elite sports culture and highlighted athletes in their fields. However, it struck a nerve among viewers, who felt its messaging unintentionally deteriorated the audience, including nonprofessional athletes, marginalized communities, and fans of sports accessibility. The backlash underscored a key lesson for modern brands: the importance of transparency and accountability in navigating sensitive issues.

_{Photo credits: FasterCapital}

What Went Wrong with the Ad?

Nike’s “Exclusivity Controversy” ad was initially meant to emphasize excellence. It showcased a series of top-tier athletes, cutting-edge gear, and high-performance facilities with the tagline, “Not everyone gets in, but everyone can strive.” While inspiring to some, the ad drew criticism for its tone, which some perceived as elitist and dismissive of sports as a communal activity open to all.

Critics argued that the campaign ignored Nike’s longstanding reputation as a brand that celebrates athletes of every level, from weekend runners to Olympians. For many, this felt like a step backward in inclusivity and a misalignment with the brand’s core values.

Nike’s Response: Owning the Narrative

With mounting backlash, Nike acted fast, demonstrating a textbook approach to transparency and accountability. The brand released a public statement acknowledging the concerns raised by its audience. It admitted that the ad’s messaging missed the mark and reaffirmed its commitment to inclusivity.

Nike also followed up with behind-the-scenes content explaining the intent behind the ad. They showcased interviews with the campaign creators, athletes, and community partners to clarify that the message was never meant to exclude but to inspire. Although Nike’s intent was good, it comes across as Nike’s greatness gone dead wrong. By opening up about the creative process and acknowledging where they could improve, Nike turned a moment of crisis into an opportunity for dialogue with their audience.

Why Transparency and Accountability Matter

In an age of social media and consumer awareness, audiences expect more from brands than just products—they demand ethical responsibility. Nike demonstrated the impact of a crisis and what they can do to manage the impact and get a head start, as well as how significant the impact may be on an organization and/or stakeholders. (Moore, 2024, pp.13, pg.11). Missteps are inevitable, but how a company responds can determine whether it regains trust or loses loyalty.

Nike’s handling of the “Exclusivity Controversy” ad exemplifies why transparency and accountability are essential. By admitting missteps and communicating openly, Nike reinforced its authenticity. Consumers value honesty over perfection. They also turned a crisis into a conversation. This not only showed that they were listening but also that they valued their audience’s perspective. Transparency allowed Nike to reaffirm its dedication to inclusivity, ensuring that a single misstep didn’t overshadow their broader values. Among the fans, Ad Age described the effort as “an inspiring campaign that illuminates the competitiveness of athletes arriving in Paris over the next few days, and motivation for anyone who has a dream of competing.”

Take a look at the campaign and gather your thoughts.

Moving Forward: Lessons for Brands

Nike’s response to the “Exclusivity Controversy” ad offers a roadmap for how brands can navigate criticism. First, owning the mistake is critical—attempts to ignore or deflect only decay trust further. Second, brands must act quickly to clarify their stance and engage in meaningful conversations with their audience. Finally, realigning actions with stated values ensures consistency and credibility.

For Nike, a single campaign won’t define their legacy. Their quick recovery and renewed focus on inclusivity have shown that accountability isn’t just damage control—it’s a long-term investment in their relationship with consumers. As brands gain more knowledge from a crisis, they must be upfront about it and allow their audience to engage in conversation.

_{Keywords: Nike, Transparency, Crisis, Ad, Campaign}

References:

Moore, J. (2024). Managing issues and Crises. [PowerPoint Slides]  

YouTube. (n.d.-c). Winning Isn’t for Everyone | Am I A Bad Person? | NIKE. YouTube. https://www.youtube.com/watch?v=pwLergHG81c

Top 5 creative ads: Heinz, Figs, Apple, and Nike | AD age creativity. (n.d.-b). https://adage.com/article/special-report-creativity-top-5/top-5-creative-ads-heinz-figs-apple-and-nike/2570776

Why Nike’s Olympic ad gets greatness dead wrong – the growth equation. The Growth Equation -. (2024, July 30). https://thegrowtheq.com/why-nikes-olympic-ad-gets-greatness-dead-wrong/

The recent Barbie movie release proved to be a cultural phenomenon, not just for its box office success but also for its innovative PR campaign. Using the PESO model—paid, Earned, Shared, and Owned media—the campaign effectively engaged audiences, built excitement, and created a lasting impact.

Paid Media

The Barbie PR campaign leveraged paid media through strategic advertising that was both eye-catching and culturally relevant. From vibrant billboards to targeted social media ads, the campaign showcased the movie’s themes of empowerment and self-discovery. Collaborations with brands such as fashion retailers and toy manufacturers also added to the visibility. These partnerships enabled Barbie to penetrate diverse market segments, appealing to nostalgic adults and a new generation of young fans. The ad placements were timed perfectly with key events, like Comic-Con, maximizing audience reach.

Earned Media

Earned media played a crucial role in the campaign’s success. Influential media outlets and bloggers generated buzz through interviews, articles, and reviews, often highlighting the innovative narrative and star cast. Strategic press releases and media kits ensured journalists had all the information they needed to cover the film comprehensively. The campaign also sparked discussions on social issues, positioning Barbie as not just a doll, but a cultural icon. The film’s exploration of themes such as feminism and body positivity resonated widely, prompting organic conversations across various platforms.

_{Photo credits: Originate}

Shared Media

Social media was at the heart of the Barbie PR campaign, creating a shared space for fans to engage. The engaging content like memes, quizzes, and behind-the-scenes footage, invited audience interaction and sharing. Hashtags such as #BarbieMovie trended across platforms, allowing users to contribute their own experiences and excitement about the film. The campaign also encouraged user-generated content, with fans dressing up as Barbie and Ken for events and sharing their interpretations of the iconic characters. This grassroots participation not only amplified the campaign but also fostered a sense of community among fans.

Owned Media

The Barbie brand’s owned media, including its official website and social media profiles, played a vital role in storytelling. Through meticulously curated content, fans received updates, exclusive interviews, and insights into the making of the movie. The ‘Barbie’ website featured interactive elements that allowed users to explore the film’s themes and characters, deepening their connection to the brand. Additionally, the campaign integrated blog posts and newsletters that highlighted the film’s messages, keeping the audience informed and engaged.

The success of the Barbie PR campaign can be attributed to its multifaceted approach using the PESO model. By highlighting paid, earned, shared, and owned media, the campaign not only generated buzz and excitement but also created a meaningful dialogue around the film’s themes. The campaign effectively tapped into nostalgia while reaching new audiences, proving that a well-executed PR strategy can resonate across generations. As a result, Barbie not only succeeded at the box office but also reinforced its position as a cultural icon in contemporary society. This campaign serves as a case study for future PR professionals and highlights the importance of an integrated approach in today’s media landscape.

_{Photo credits: Noogata}

References

Rubin, R. (2023, November 12). Inside “Barbie’s” pink publicity machine: How Warner Bros.. pulled off the marketing campaign of the Year. Variety. https://variety.com/2023/film/box-office/barbie-marketing-campaign-explained-warner-bros-1235677922/

This barbie® is a paid media specialist! the brand Equity Framework. Criterion Global | International Media Buying. (n.d.). https://criterionglobal.com/cases/barbie-paid-media-specialist/

_{Keywords: media, film, success, Barbie}

In the growing landscape of diversity, equity, and inclusion (DEI), understanding the different forms of diversity is crucial for fostering inclusive environments. In the podcast episode featuring Tru Pettigrew, the conversation centered around the three forms of diversity: identity, neuro, and experiential. While all three are vital, today, we’ll dive deeper into experiential diversity, exploring its impact on organizations.

Experiential diversity touches on the varied life experiences individuals bring to the table, shaped by their personal journeys, challenges, and unique perspectives. This form of diversity goes beyond surface-level characteristics such as race, gender, or age, emphasizing the importance of how experiences influence individuals’ worldviews and interactions.

Pettigrew explains his version of experiential diversity as their upbringing, education, and significant life events—profoundly shape their perspectives and contributions to a workplace (Pettigrew, 5:46, 2021). 

One of the key takeaways from the podcast is that experiential diversity is often overlooked in traditional DEI discussions. Many organizations focus primarily on structural diversity, which includes the visible traits that make us unique.

Photo Credits: Shutterstock

In the podcast, Pettigrew shared real-world examples demonstrating how companies that embrace experiential diversity develop stronger teams. Organizations encouraging employees to share their stories foster an environment where different viewpoints are valued. This openness enhances collaboration and drives creativity and innovation, as team members feel empowered to voice their ideas without fear of judgment.

As mentioned in the podcast, many companies enforced DEI after the George Floyd case. Google was one of them. Google’s CEO Sundar Pichai pledged to have an “increase in underrepresented groups in leadership roles and more than doubling Black representation in non-senior positions” (Forbes, 2023). However, Google has since backtracked leading to cuts in their diversity programs, which led to a decline in DEI. Diversity-related jobs peaked in 2023 but have since dropped 8% in 2024 and are just getting higher (Washington Post, 2024).

Embracing experiential diversity can lead to improved employee engagement and retention. When individuals see their unique experiences acknowledged and celebrated, they are more likely to feel connected to their workplace. Stereotyping a person is just an assumption of people who believe or act in a culture (Moore, 2024, p.23). This sense of belonging translates into higher job satisfaction and loyalty, ultimately benefiting the organization’s bottom line.

Photo Credits: Goodera

Pettigrew also emphasized the importance of training and development programs that focus on experiential diversity. By equipping employees with the tools to recognize and appreciate diverse life experiences, organizations can cultivate a more inclusive mindset. Workshops, storytelling sessions, and mentorship programs are effective ways to facilitate these discussions, allowing employees to learn from one another’s journeys.

In conclusion, the conversation with Tru Pettigrew shed light on the often-underappreciated aspect of experiential diversity. As organizations strive to create inclusive workplaces, recognizing and valuing the diverse experiences of their employees is essential. By fostering an environment where these narratives can be shared and celebrated, companies not only enhance their cultural fabric but also unlock the full potential of their teams. Embracing experiential diversity is not just a checkbox in a DEI strategy; it’s a powerful catalyst for innovation, engagement, and organizational success.

Keywords: DEI, organization, diversity, value

References

Companies like Zoom and Snap are cutting dei jobs – the Washington Post. (n.d.-a). https://www.washingtonpost.com/business/2024/02/20/corporate-diversity-job-cuts/

Moreno, J. (2024, May 8). Google slashes diversity programs after big promises. Forbes. https://www.forbes.com/sites/johanmoreno/2023/12/31/google-slashes-diversity-programs-after-big-promises/

Moore, J. (2024). Diversity and Public Relations. [PowerPoint Slides]

PR, O. T. of. (2022, May 23). Courageous conversations about diversity, equity, and inclusion with tru Pettigrew: On top of PR podcast. Axia Public Relations is the expert PR agency for regional and national brands. https://www.axiapr.com/blog/podcast-episode-courageous-conversations-about-diversity-equity-and-inclusion-with-tru-pettigrew

 Public Relations has influenced the careers of the founding fathers for better or worse. Drilled season three, episode three shows just one of the techniques that best describes the transition from the past to the present. Providing funding to a nonprofit environmental organization or forming relationships with green groups was popular during the ‘Mad Men of Climate Change’. These financial contributions frequently bought corporations a seat at the table in environmental negotiations, which were sometimes used to stall regulatory progress or reverse stronger climate legislation. Donations to nonprofits are a good idea, but they can sometimes provide false hope. Not only were these issues prevalent throughout this period, but they continue to exist today. While this idea sounds beneficial, it often lacks short-term action plans and accountability procedures, as they have in the past. PRSA says that “openness and clarity in communication provide stakeholders with clear accurate information” (Moore, 2024,  p.5). 

Chevron invests in technologies and practices that reduce its carbon footprint. Corporate social responsibility has become an integral part of modern business strategies. Chevron has a clear strategy “to leverage its strengths to safely deliver lower-carbon energy to a growing world” (Energydigital, 2024).

They invest in technologies and procedures that lower their carbon impact. Corporate social responsibility (CSR) has become a key component of current company operations (PRLab). Chevron is a key participant in the oil sector and has been under intense pressure to address environmental and social problems. They have undertaken a thorough plan to reduce its environmental effects, particularly in terms of carbon emissions. The company is “working to advance new products and solutions that reduce the carbon emissions of major industries,” said Mike Wirth, Chevron CEO (Energydigital). Chevron has made major investments in carbon capture and storage technology to reduce CO2 emissions from its activities. 

Chevron provides a valuable role for its employees and customers. A recent study on Chevron’s activities in 2023 included a remark from the strategy and sustainability vice president: “Our commitment to working safely, responsibly, and with integrity is at the heart of who we are. We are constantly working to improve our performance, which drives our efforts to provide lower-carbon energy to an expanding globe” (Krishnamurthy, 2023). The report’s five takeaways are to develop lower-carbon solutions, protect the environment, empower people, obtain outcomes the right way, and embrace technology. The research conducted by the Institute of Public Relations indicates that “in public relations and advertising research, most studies have focused on individuals’ attitudes toward corporations rather than attitudes toward a given behavior” (PRJ VOL. 17 issue 2 article). This implies how future employers, customers, and businesses envision the future. 

Photo credits: Flicker Images

Keywords: social responsibility, energy, technologies, carbon

What are your thoughts?

References  

Berkey, B. (n.d.). Climate Crisis: Environmental Corporate Social Responsibility | Brian Berkey — Ripple Effect Podcast. YouTube. https://www.youtube.com/watch?v=gZAzsirbapc

Chevron Policy, G. and P. A. (2023, May 8). 5 things to know from the Sustainability Report. chevron.com. https://www.chevron.com/newsroom/2023/q2/5-things-to-know-from-the-corporate-sustainability-report 

Derrick, M. (2024, July 14). Chevron: Industry titan adapts to meet future energy demands. Energy Magazine. https://energydigital.com/articles/chevron-industry-titan-adapts-to-meet-future-energy-demands

Moore, J. (2024). Ethics and public relations. [PowerPoint Slides]  

PRJ Vol. 17 issue 2 article 3. Institute for Public Relations. (n.d.). https://instituteforpr.org/prj-17-2-3/ 

Psychological Warfare, Astroturfing, and Another Tobacco-Oil Connection. (2020, January 28). Drilled. Episode three, season three. 

5 predictions for the next 5 years of public relations. PRLab StudentStaffed Public Relations Agency 5 Predictions for the Next 5 Years of Public Relations Comments. (1969, January 1). https://www.bu.edu/prlab/2023/04/26/5-predictions-for-the-next-5-years-of-public-relations/ 

People are struggling to protect their personal information in the digital age, which has made the media law issue of online privacy more and more pressing. A careful balance must be struck in this complicated legal environment between upholding people’s entitlement to privacy protection and serving the justifiable interests of online platforms and content providers. The internet ecosystem’s engagement with third-party entities, including advertising and data brokers, presents concerns about data sharing and the possibility of information exploitation. Media regulations are changing to consider platforms’ obligations to make sure that other parties do not expose the users’ private information. I now understand why media law exists today because of these current situations.

I think the “Daily Me” idea is approaching a middle ground. To benefit the businesses and display, they must be able to connect with people, build brand awareness, and persuade them to purchase their products. The fact that people seldom know that this is happening when they agree to the terms or click on an item to add it to their cart is something I believe is a little off with the current scenario.

We are the ones who post on the internet what we want to see, what we want others to see, and our interests; therefore, the idea of what social media is aiming to do may be accurate. In my opinion, all of it is an algorithm spreading throughout the world and will only get bigger. It can be scary and a little concerning how much power we hold at our fingertips and how much the internet knows about our personal lives.

The vastness of the field of public relations is why I chose it. It is a starting point for a wide range of career options, and this industry will continue expanding. I intend to make a difference in the world. I also enjoy being creative, creating, and adhering to trends. Even though there might be a lot of pressure in this position, I perform best under pressure and in the spotlight. I’m also eager to learn more about working with clients and consumers to determine their preferences as well as how to cater to them.

My decision to pursue this subject of study was influenced by creativity and marketing. The value of this line of work lies in its ability to tell a story while providing the media with ideas from those who are eager to voice their opinions. Public relations additionally encourages goodwill and communication between businesses and customers. This field is beneficial in addition to being necessary. It helps establish your company’s brand, draws in the target market for your products, and provides extra value to the product.

https://theinvestorsbook.com/wp-content/uploads/2018/12/Importance-of-Public-Relations-2.jpg

Diagram for a few reasons why it is essential.

My goal in this industry is to market items related to fashion and beauty. Throughout my entire life, I have fallen in love with these industries. In the fast-paced beauty market, it can be challenging to help your clients stand out from the competition. I aim to approach prominent influencers and ask them to support our product. Getting authentic and truthful product reviews is one way public relations could improve. Finding a partner who shares your brand’s values is essential. Because it enhances the image of your business or brand, you want an influencer to do well with your products.

Although social media is a popular platform for promoting products and services, I believe meeting in person and building a one-on-one relationship with clients or customers is another effective strategy to reach a larger audience. For instance, many firms want to work with top influencer Aliex Earle to sell their products. In a recent interview, she discussed her decisions regarding what to put online. She won’t advocate for a brand she hasn’t tried if she doesn’t think it’s excellent. Many of her fans adore her truthfulness because they see her as genuine and not only interested in large brand deals.

As the Halloween season approaches, it is time to get into the mood for spooky fun! From the costumes, decor, pumpkin carvings, and all the trick-or-treaters, it is a time for celebration.

A few beautiful ways to welcome fall are by lighting a candle, arranging decor on your front porch, and getting ready for the sweet treat. I adore autumn and Halloween because of the crisp air, changing leaves, and the opportunity to observe all the unique and occasionally spooky costumes.

Halloween is widely observed for the entire week. We refer to it as Hallo-week! It’s a terrific opportunity to catch up with old and new friends and dress up as something or someone you think fits. All it takes to make folks happy is a get-together with loved ones. Playing card games, carving pumpkins (a popular activity), or watching scary or sentimental movies are great options for entertaining large groups of people. I have some fantastic suggestions that can improve your Halloween spirit if you’re seeking some terrific costume ideas but are on a tight budget.

Group costume ideas:

_{https://pin.it/7fL20EJ Photo from wereadulting.}

2. Hippies! _{To show off this fantastic outfit, pair it with adorable white boots and a $20 hippie dress from Shein.}

Grab some friends and try out pumpkin carving to finish some other fun Halloween festivities! It’s a fantastic way to start the evening. You could even have a little charcuterie board. After all the fun is over, take some photos to remember these special moments. Play a spooky film and/or a classic movie.

Don’t forget to grab some candy for every trick-or-treater who comes knocking on Halloween.

_{Rockets launched from the Hamas towards Israel on October 7, 2023. Picture from The Associated Press.}

Since October 7, 2023, Israel and Iran have been engaged in conflict due to Iran’s hostile missile launches towards Israel.  Hamas targeted the Iseral barrier with 5,000 rockets in the morning. Almost 1,400 individuals have been killed, and over 200 were kidnapped by the Hamas. Because they fear the government won’t take anything, the Islamic community has decided to band together and eradicate Hamas. 

Since the United States and Israel are partnered, this impacts us and them. According to President Biden, thousands of US troops are on standby to take action if necessary.

Although Israel is trying its best to protect their country and their citizens, “at least seven senior Israeli officials have publicly taken blame”.

_{Grieving family members mourn the death of an Israeli soldier. (Photograph from Francisco Seco/Associated Press)}

The loss of family members is taxing on a young child’s brain. Children are impacted by the war between these two countries as well. They are in danger and tension all the time, especially now that they were born into this lifestyle. These children’s mental health is terrible. Children are also being impacted by the strikes that are reaching Israel. They have had to be dug out of the debris to reach safety, and they range in age from newborns to teenagers.

This book argues that people should only act on values they have power over and seek meaning through what they consider important. According to the book, ‘poor values’ are those that a person cannot control, like popularity.

Mark Manson also provides many examples of candid thoughts to try and live a better life. Learning how to understand and embrace the negative and taking responsibility for how to respond to everything that has happened to us.

The main qualities I discovered while reading this book were accountability, inconsistency, rejection, and failure. The inconsistency of this value will make you aware of your ignorance. Failure stood out to me the most because failure is a part of life, and everyone experiences it. Your character is revealed by what you do after failing, and you must be willing to admit your flaws.

A graphic made by Readingraphics

The paradox is that the more you focus on the positives, the more unpleasant feelings you’ll experience. Those who are frantic to feel wealthy, deserving, or happy will feel poorer, more undeserving, or sad in the end. On the other side, you’ll feel better the more you accept the drawbacks in your life. In fact, most of us are so bombarded with messages encouraging positivity that we frequently feel guilty for feeling unhappy. Manson also writes, “The key to a good life is not giving a f*ck about more; it’s giving a f*ck about less, giving a f*ck about only what is true and immediate and important.” This quotation stands out because it implies that materialism is unnecessary for life’s happiness. You must be motivated and seek deeper experiences.

It’s simple to fall in love with the idea of wanting everything in a society when all there is is accessible media and authority with happy and fulfilled lives. Everyone has experienced instances where they get sucked into browsing through TikTok and Instagram in search of the newest fashions. Particularly, there is nothing wrong with engaging in a little retail therapy.

The top three current fall trends, in my opinion:

Denim Maxi Skirts

This recent style has been widely spread on social media. I personally adore the way it looks when worn with a small blouse, a belt around the waist, and adorable sneakers or boots.

https://pin.it/663TH4H

Rachel Kirkconnel rocking this trend with boots.

Low-rise or Mid-rise Jeans

These jeans styles are essential for your wardrobe. Low-rise or mid-rise. Since the 2000s, they have bounced back to popularity. While there are many benefits and drawbacks to adopting this appearance, I personally adore how these look when worn, particularly for my long-legged girls. “People want to dress up, go out, and show flesh.” (Vogue by Liana Satenstein) Any pair of pants that are stylish and comfortable is a must. These jeans are universal and go with everything.

Boston Birkenstocks

With fall just around the corner, these shoes will be in high demand once more. They can be worn with almost any outfit, such as sweatpants and a sweatshirt, jeans and a sweater, or just some comfortable house shoes on a daily basis (while still being fashionable).

With clothes being so expensive, there are a lot of dupes that people with social media profiles will post in order to get a cheaper option while still being charming. Influence is a major part of today’s society, and I personally find it very easy to be influenced by it. It can go from clothes to perspectives to lifestyle things every day. One of the key media that influences me the most is YouTube. Emma MacDonald and Danielle Carolan are two of my favorite designers because our aesthetics are so similar.