Your brand’s biggest PR risk is its public face
Recently, the founders of Away, the trendy luggage company, and Crossfit, the gym with a cult-like following, were the reason those brands’ reputations were compromised. Joan Westenberg explains why a company’s biggest PR risk is its public face. What tweets have they sent? And what do they plan to say on Instagram Stories?
Correction: A previous version of this opinion piece incorrectly referenced another fitness brand in place of Crossfit. Mumbrella unreservedly apologises, and has corrected the piece.
More and more, we’re seeing companies’ reputations destroyed by their leadership speaking out in an unofficial capacity and derailing their brands.
Steph Korey, founder of direct to consumer travel and luggage startup Away, stepped down recently for the second time after scandals broke in early 2019 surrounding her company’s emotional abuse of its employees.
