2024: PR Year in review

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1. The best PR: Smart moves in 2024

For Mental Health Awareness Week, McDonald’s removed the iconic smile on Happy Meals packaging, spotlighting that “it’s okay to not be okay.” The campaign reached audiences worldwide. Scores of local and national outlets covered the story, including the New York Post, CNBC, Business Insider, NBC, and many more.
Dove’s Real Beauty Pledge demonstrated a public commitment to highlighting beauty as a source of happiness and self-expression rather than anxiety or shame. The pledge includes committing to real actors (and a great AI usage policy), diversity, autonomy, and body confidence. The campaign exploded and became a case study for emotionally driven audience connection.
The Deadpool & Wolverine movie’s PR helped generate a massive surge in media attention and fan excitement far before the record-breaking release. A social media blitz and media coverage undoubtedly contributed to high ticket sales.

Dating site Bumble's anti-celibacy ads sparked worldwide backlash. Their messaging irreverently advised, “Thou shalt not give up on dating to become a nun.” Virtually every major news outlet covered the controversy, and Bumble pulled the ads and issued an apology.
In addition to a plethora of issues and bad press throughout the year, Boeing’s Starliner spacecraft ran into a host of technical problems as it attempted to return astronauts from the International Space Station. This forced NASA to scrub the mission. Competitor SpaceX safely returned the stranded astronauts to Earth.
Kate Middleton’s now infamous “Photoshop fail” placed the British monarchy in the international media’s bullseye and prompted conspiracy theories about the princess’s health. A stretch of silence from the royal family only added fuel to the fire.

Effective PR can evoke strong emotions, fostering deeper connections with audiences and driving significant impact. Bottom line: Thought leadership builds trust.
A single misstep can tarnish a brand's reputation and lead to substantial financial loss. Rigorous planning, crisis management, and ethical communication will remain crucial in 2025.
Axia’s team is here to help you craft the right message at the right time for maximum impact. Just ask me how we can help.