This week’s PR Roundup examines the bizarre ongoing cyberattack on the Victoria’s Secret website, how nuclear verdicts are impacting the reputations of large companies, and the worth of a celebrity product, Rhode, to a cosmetics company in 2025.
Victoria’s Secret Cyberattack Incident
What happened: Victoria’s Secret is the latest major brand to fall victim to a suspected cyberattack, disrupting online shoppers. The website has been down for several days, with customers reporting outages since May 26. The homepage currently features a holding message against a pink background, while customer service channels are also affected. Shares reportedly dropped nearly 8% by Thursday morning due to the outage and lack of information.
Communications takeaways: The silence from Victoria’s Secret reflects poorly. As Michael Grimm, SVP of Reputation Partners, noted, clear communication is crucial during such incidents to prevent losing customer trust. Strategies include issuing holding statements, establishing dedicated support channels, and providing regular updates to customers.
Corporate Verdicts Are Getting Bigger—and So Are the PR Stakes
What happened: Juries are increasingly imposing hefty penalties on corporations, causing reputational crises. A report reveals that “nuclear verdicts” jumped 116% in 2024, totalling $31.3 billion, with significant impacts on brand perception and stock prices. For communicators, developing a proactive litigation communication strategy is vital pre-trial.
Communication lessons: Silence can damage a brand’s narrative, and PR needs to be involved from the start. Companies should prepare a media response plan and develop positive stories for brand recovery post-verdict.
From Socialite to CEO: Hailey Bieber’s Rhode Skincare Purchased by e.l.f. For $1 Billion
What happened: e.l.f. Beauty has purchased Hailey Bieber’s skincare line, Rhode, for $1 billion, generating buzz across major media outlets. This acquisition illustrates the shifting dynamics of celebrity involvement in product brands.
Communications takeaways: The acquisition signifies e.l.f.’s strategy to align with digitally-native brands and capitalise on cultural influence. Maintaining interest in the Rhode brand post-acquisition will be essential for e.l.f. to ensure continued success.
Why should I read this?
If you’re keen on navigating the turbulent waters of PR or simply curious about how corporate crises unfold, this article packs a punch! It’s not just gossip about celebrities; it’s about the crucial lessons that can be applied in any brand situation. Stay informed, save time and get insights straight from the experts on how to handle—yes, even the really messy stuff!