Note: This blog was published BEFORE the most recent news of Peloton’s new CEO + layoffs.
What do you do when someone you’ve partnered with faces a very public backlash? It’s not just their problem. It’s also yours.
Have you watched HBO’s show And Just Like That…? There was a scene where a fan-favorite character, played by Chris Noth, died shortly after taking a 45-minute Peloton class.
After the episode, Peloton faced several public relations challenges, and its stock took over a 10% hit. They started by issuing a statement to shift the narrative by saying that its equipment is built to improve people’s physical health and may have even delayed Big’s “cardiac event.” (Notice the softer language rather than calling it a “heart attack”).
But that wasn’t enough.
Next, the brand partnered with Noth to create a parody ad. The ad featured an alive and healthy, Noth saying, “I feel great. Should we take another ride? Life’s too short not to.”
The results? Their stock shot back up. A great marketing ploy. What could go wrong?
Noth got accused of sexual assault in an article published by The Holywood reporter. Two women accused him of sexual assault in two different incidents — one in 2004 and another in 2015.
Now his crisis is Peloton’s crisis too. So they pulled the ad and issued yet another statement addressing the situation.
Related Post: In my blog, “Celebrity Scandals,“ I go more in-depth on celebrities and reputation management.
Peloton actions can teach you much about how to handle public relations.
1. Always have standby statements ready for addressing the media and calming the public. They always come in handy when you face PR challenges.
2. Identify members from your team who are qualified enough to speak on behalf of your company when necessary. And if there aren’t any, train them.
3. Always have a Plan B, just in case things go awry.
Such incidents are more common than you’d think. Remember Travis Scott’s Astroworld concert tragedy? His sponsors had decisions to make, too.
Epic Games removed Travis Scott’s music emote, which allowed players to dance to Scott’s music from their game, Fortnite.
Issues like these aren’t exclusive to partnerships with celebrities. We’ve handled many other cases in the past, including when one of a company’s suppliers gets pulled into a very public union dispute.
Are you prepared to react to such crises when they occur out of the blue?
Peloton’s has a PR team dedicated to handling situations before they have a chance to become a full-blown crisis, which means many situations you’ll never hear about. It’s why so many companies value crisis management to protect their reputation.
As of early February 2022, Peloton’s market cap was $8.1B, and they have built a cult following. It means they can afford to lose some money when facing a crisis, and the likelihood they’ll go bankrupt as a result is much lower.
But what about you?
Can you afford the high cost of being unprepared? Will your business and reputation survive?
Don’t just sit there and wait for the inevitable.
The least you could do is take action and learn how to face the heat yourself. Check out our Crisis PR Guides for proven tips on how to deal with the media and the public so you can protect and save your reputation.
But if you want the more straightforward and most effective solution, click here for a free 15-minute consultation or call us at (310) 396-8696.
We’re fixers who’ll protect your company’s reputation, and if a crisis occurs, we’re also ready to jump right in and get our hands dirty.
With all that’s at stake, preparing for PR crises is a small and prudent investment with a high ROI.
Gillott Communications is a Los Angeles-based public relations firm that specializes in high-stakes Crisis & Reputation Management with more than 50 years of expertise in strategic communications, corporate public relations, and working with the media.
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