Top 5 PR kerfuffles that caused buzz amongst our HK readers in 2023

In today's interconnected world, crisis management is crucial for businesses and organisations to maintain their brand image and reputation. In fact, proactively managing and preventing PR controversies helps mitigate financial risks, protect the bottom line, and sustain financial stability. It also strengthens relationships with stakeholders, fosters a competitive advantage, and ensures long-term sustainability. 

Throughout the year, numerous such incidents have unfolded, capturing the attention and scrutiny of our readers. As such, MARKETING-INTERACTIVE has compiled a comprehensive list of the top five incidents, shedding light on their impact and the lessons they offer for brands navigating the complex realm of public perception and reputation management in 2024.

1. Cathay Pacific apologises and fires cabin crew members over discrimination claim

The most notable story that held readers' attention was Cathay Pacific's apology and announcement of firing three cabin crew members who were accused by a passenger of insulting and discriminating against non-English speakers.

According to an official statement sent to MARKETING-INTERACTIVE, Cathay’s CEO Ronald Lam apologised on behalf of the company to the concerned customer and the community regarding the incident. He said after the conclusion of the internal investigation, “We have terminated three cabin crew members who were involved in accordance with the company’s policies,” the statement read.

Lam reiterated the company’s zero-tolerance approach to any serious breach of the company’s policies and code of conduct and there is no compromise for such violations. “To avoid any similar occurrences in the future, I will personally lead a cross-departmental task force to conduct a comprehensive review into our service flow, people training and relevant mechanisms to further enhance Cathay Pacific’s service quality,” the statement added.

The incident drew over 30,000 mentions globally related to the incident as of 23 May, with 53.1% of them being negative, according to media intelligence firm CARMA. “Prior to the incident, Cathay enjoyed an 18.2% positive sentiment on social media. However, the incident has had a significant impact on brand sentiment, with a shift towards negative sentiment, which now stands at 22.9%, while positive sentiment is only at 7.2%,” said CARMA’s HK GM Charles Cheung. 

2. Local brands cut ties with Manner 

Another story that got our readers hooked was when local brands such as 24/7 Fitness Hong Kong, THANN and 24 STORAGE cut ties with 微辣 Manner, a Macau-headquartered entertainment company that earned its reputation through producing lifestyle and comedic videos on YouTube, after its ex-agent Jane Lao committed suicide on 25 July.

The incident drew mixed reactions online by the time as media intelligence firm CARMA saw over 70,000 mentions across various channels with 37% negative sentiments over the past week.

In response, Manner expressed its deepest sorrow and regret towards Lao’s death. It said the company has nothing to do with the incident and it has postponed its 10th-anniversary show. “If the company discovers that anyone has intimidated others in the name of Manner, the company will reserve the right to take legal action," the statement read.

However, Manner’s response didn’t seem to diffuse the PR crisis, as local brands immediately ended their partnerships with Manner. Local storage company 24 STORAGE said in a statement that it will stop collaborating with Manner’s artist 阿丞 and take down all Manner-related campaigns. Meanwhile, 24/7 Fitness Hong Kong announced it would stop sponsoring and promoting Manner’s 10th-anniversary gala dinner.

3. CASETiFY sued over copyright controversy

Most recently, CASETiFY defended itself after device skin company Dbrand and YouTuber Zack Nelson, also known as "JerryRigEverything", filed a federal lawsuit against CASETiFY for allegedly infringing upon its copyrighted works with 45 Inside Out products.

The Teardown skins and cases were co-created by Dbrand and Nelson back in 2019. The collaborators said CASETiFY allegedly stole their Teardown designs and launched its “Inside Out” product line. Within the video, Nelson claimed that the print quality of CASETiFY's Inside Out cases is “extraordinarily subpar”, with Dbrand’s logo appearing on a CASETiFY case. He also said the cases have a replicated version of a label found on Teardown products that features Nelson's catchphrase "glass is glass, and glass breaks.” 

Social monitoring firm Meltwater saw over 5.33k mentions related to the incident, with 33.4% negative and 8.4% positive sentiments across APAC social platforms. In Hong Kong, there have been 48.1% negative and 17.1% positive sentiments online.

In response, CASETiFY said it had always been a bastion of originality, and it holds pride in that. The company was investigating a copyright allegation against it. It immediately removed the design in question from all platforms.

“We are also investigating a DDOS attack that disrupted our website around the time the allegation surfaced. All systems are back to normal. All customer information is safe. We thank you for all your encouraging messages during this challenging time!” the statement read.

4. Prudential fires staff over misbehaviour on social

Prudential's announcement of laying off its senior regional manager aka local KOL Jo Lam who made fun of a tragic murder on Instagram by trying to sell the same pair of sneakers worn by the suspect of the murder, also caused buzz among Hong Kong netizens.

This came after two women were brutally stabbed to death in a Diamond Hill mall on 2 June, while a lone suspect was arrested. Videos that recorded the murder went viral online, showing a man stabbing a woman from the back repeatedly for at least 25 times, and he was then pushed back by the victim’s female companion. The man continued the attack and killed the woman who intervened.

Despite grief and sorrow filling the air, Prudential HK’s staff aka local KOL Jo posted on Instagram after the accident that he wanted to sell a pair of sneakers worn by the suspect of the murder, “The most lightweight Nike series, I used to wear them when I went boxing. It is best for escaping,” his post read. 

Media intelligence firm CARMA saw over 11.9K mentions regarding the incident at the time, with 36.6% negative sentiments. Many netizens have criticised Lam for crossing the moral and ethical line with his insensitive behaviour, according to CARMA’s HK GM Charles Cheung. “What seemed to have sparked more anger among netizens was Lam's refusal to apologise for his actions, despite deleting the original Instagram post,” he added. 

5. M&S apologises over Christmas ad controversy

Lifestyle brand Marks and Spencer's (M&S) apologised and took down a Christmas ad that was perceived to be offensive to Palestinians.

This came after the British retailer shared a picture from its Christmas clothing and home ad on Instagram showing burning red, silver and green paper hats which resembled the Palestinian flag.

M&S since then removed the ad and issued an apology on X. “Today we shared an outtake image from our Christmas clothing and home advert, which was recorded in August. It showed traditional, festive coloured red, green and silver Christmas paper party hats in a fire grate.” 

"While the intent was to playfully show that some people just don't enjoy wearing paper Christmas hats over the festive season, we have removed the post following feedback and we apologise for any unintentional hurt caused,” the statement reads.  

Media intelligence company Truescope saw a majority of 71% in negative sentiments for coverage observed from 1 November until 4 November.  

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