My client called in a panic. “GNC is getting bomb threats. We need to go to Virginia Beach and talk to Pat.”
To say that our publicity campaign for “Pat’s Diet Shake” kicked off with a bang would be an understatement. It had turned into a full-blown crisis. What was supposed to be a straightforward assignment of promoting a protein shake, had turned into what the press dubbed a “PR problem.” And now, I was packing my bags for an emergency trip to “fix” the root of the problem: a 75-year-old, 5-foot, 8-inch, televangelist, the Rev. Pat Robertson.
How did I get here? Basic Organics, my client, had spent months perfecting a retail-ready version of Robertson’s homemade protein shake recipe that he touted for free on “The 700 Club,” the flagship show of his Christian Broadcasting Network (CBN). The product, aptly named “Pat’s Diet Shake,” had secured national distribution with General Nutrition Corp. (GNC). Since Robertson couldn’t directly promote the shake on CBN due to nonprofit restrictions, Basic Organics hired me to generate publicity. With Basic Organics’ solid partnership with GNC and Robertson’s massive built-in following from his media empire and former presidential campaign, the project seemed like a recipe for success.
What I didn’t anticipate was Robertson’s uncanny ability to make headlines for all the wrong reasons. The same day our press release hit the wire, announcing “Pat’s Diet Shake” as the televangelist’s secret to health and longevity, Robertson went on air with “The 700 Club,” and casually suggested the United States should assassinate Venezuela’s then-President Hugo Chávez.
Cue the media frenzy. Within hours, reporters were mocking “Pat’s Diet Shake” as a recipe for weight loss and wildly inflammatory commentary. Worse, GNC became the target of bomb threats from people outraged by their association with Robertson.
My job shifted from publicity to crisis management. My client insisted we meet Robertson in person to “talk some sense into him,” get an apology for the remark, and steer the conversation back to health and longevity, preferably with a high-profile media appearance to salvage the shake’s reputation. My client even floated the idea of booking Robertson on “The Oprah Winfrey Show” as a way to make lemons into lemonade.
With no crisis plan in place and minimal experience in handling controversies of this scale, I boarded a plane, with the assignment to turn chaos into opportunity. I had little time to strategize so I prayed for the right words to fix this spiraling situation and save both the product and my client’s reputation.
Crises vs. Ethical Failings: Know the Difference
The uproar surrounding Robertson’s ill-timed remarks is a stark reminder: Crises can strike anyone, anytime, whether through a product defect, company misstep or ethical failing. If you don’t have a plan in place, you may find yourself, like I did, resorting to prayer mid-flight.
Clearly, not all crises are created equal, and understanding the distinction between a mistake or accident and an ethical failing is essential for effective response.
A crisis typically involves a mishap or accident that negatively impacts public perception, such as a product recall or a blunder by a company representative. These are issues of reputation and often can be mitigated with swift strategic communication, apologies and corrective actions.
An ethical failing, however, goes deeper. It involves a fundamental misalignment between a company’s stated values and its actions. Attempting to resolve an ethical failing with PR strategies alone is like applying duct tape to a structural collapse. It may mask the issue temporarily, but it won’t rebuild trust or prevent future problems.
Crisis Case Study: The Tylenol Murders
In 1982, Johnson & Johnson recalled Tylenol nationwide, at the cost of $100 million, after cyanide-laced capsules caused multiple deaths. Prioritizing customer safety, the company introduced tamper-proof packaging and maintained transparent communication. Johnson & Johnson’s response remains a gold standard for crisis management and ethical leadership by restoring public trust and reinforcing the brand’s commitment to consumer safety.
Ethical Failing Case Study: Theranos Blood Test Betrayal
In 2015, biotech company Theranos faced exposure for fraudulent blood-testing claims, relying on traditional machines while touting revolutionary technology. CEO Elizabeth Holmes prioritized image over integrity, dismissing concerns until scrutiny led to the company’s collapse and criminal charges against her and COO, Sunny Balwani. The downfall of Theranos underscored the dangers of secrecy and the need for transparency and accountability especially when public health and trust are at stake.
Critical Ethical Challenges in 2025
To navigate crises effectively and build trust, businesses must define their values, prioritize ethics and equip PR professionals to advocate for integrity. The aim isn’t just to manage crises, but to create a culture where they are less likely to occur. Critical ethical challenges the natural products industry must address and remain vigilant about in 2025 include:
• Convenience and Reliance on AI: As AI and data-driven strategies become more embedded in business operations, ethical concerns around consumer data usage and privacy are rising. Companies must balance leveraging AI with transparent and responsible practices to maintain consumer trust while ensuring that data usage is ethical, secure, and in compliance with privacy regulations.
• Selling on Amazon: With minimal oversight due to outdated legal standards for online retail platforms like Amazon and Walmart, there are risks of product tampering and fraud. Companies must be proactive in monitoring their listings, reviews, communicating potential threats to consumers, and enforcing stronger safety protocols to safeguard product integrity and their brand reputation.
• Supply Chain Integrity: Global disruptions, such as the Ukraine conflict, have exposed weaknesses in supply chains, prompting companies to reassess sourcing strategies. Company leaders must prioritize transparent communication about ethical procurement practices, ensuring consumers understand where ingredients are sourced and how suppliers are vetted. • Synthetic Biology Transparency: The ethical implications of bioengineering, especially in food, beverages and dietary supplements, are a growing concern. Businesses must be transparent with the public about ingredients as well as potential health risks. They should also invest in responsible research and development, while adhering to potential regulatory issues.
• Cost-cutting and Ingredient Changes: Companies must balance cost-cutting measures with maintaining product quality, as demonstrated by the backlash Whole Foods faced after altering its Berry Chantilly Cake. By replacing fresh berries with frozen ones, Whole Foods disrupted customer expectations, leading to viral dissatisfaction on social media. This situation highlights how changes made to improve efficiency or reduce costs can significantly impact customer loyalty and brand reputation.
• Social and Political Commentary: As consumers increasingly expect brands to take stances on social and political issues, companies must navigate the potential risks. Patagonia’s bold critique of the Trump administration’s decision to reduce national monument protections and M&M’s attempt to promote gender inclusivity with its female-empowerment packaging both sparked significant public reactions. While these efforts aimed to align with consumer values, they can also lead to backlash and polarization. Brands must balance the benefits of taking a stand with the risk of alienating customers, ensuring their actions align with their identity and customer values.
• Spokesperson and Influencer Vetting: Choosing the right spokesperson or influencer is critical to maintaining a brand’s reputation. Failing to vet them properly, can turn a simple promotion into a PR disaster. It’s essential to assess not only a public figure’s alignment with your brand’s values, but also their potential for controversy. Thorough vetting should include background checks, evaluating past actions, and reviewing social media activity and public statements to ensure alignment with your brand. Additionally, have a clear spokesperson agreement in place, outlining expected behavior and protocols for terminating the partnership if needed.
A Recipe for Redemption?
Armed with my three-hour in-flight strategy session with God, I arrived at CBN determined to guide Robertson through his Venezuelan assassination redemption and salvage my client’s shaky diet shake situation. Seated strategically next to Robertson at lunch, I was ready to make my pitch.
In person, Robertson was warm and approachable, like a favorite grandfather telling stories and cracking jokes. He didn’t seem intimidating, so before dessert, I leaned in and suggested he appear on “The Oprah Winfrey Show” to apologize for his Chávez comment, share his passion for healthy living, and, of course, promote “Pat’s Diet Shake.”
Robertson chuckled, smiled at me as if I were a child telling a cute story, and resumed his conversation with someone else. His lawyer leaned over to me and whispered, “Don’t waste your time.” He explained that the only way they could manage Robertson’s comments was to keep him off live TV entirely.
Grateful that controlling Robertson’s narrative wasn’t my job, I returned to the airport with my client. Robertson eventually issued a carefully worded “clarifying statement,” about the Chávez situation, but it was far from the apology we’d hoped for. Strangely, sales of “Pat’s Diet Shake” skyrocketed despite the bomb threats against GNC, fueled by Robertson’s loyal followers rallying against what they saw as media attacks. By the summer of 2006, however, GNC had parted ways with Basic Organics, and the product was discontinued.
Reflecting on this early chapter in my career, I see the missteps clearly. Just three years into building Pitch Publicity, I didn’t fully research Robertson’s history or ask the tough “what if” questions before taking on the campaign. The allure of a high-profile project, and the need to fuel my start-up agency clouded my judgment. But, if we’re honest with ourselves, we’ve all been there, rushing decisions when something seems easy, urgent or lucrative.
Proactive PR Steps in a Crisis
Unlike in 2005, when our Robertson crisis unfolded without the amplification of social media, today’s digital age ensures that news spreads faster and more widely. Everyone now has a camera, a voice and a platform to share their version of events, causing crises to linger and escalate.
Having a crisis management plan in place is crucial for responding strategically instead of reacting impulsively. If you don’t have one and suddenly face a crisis, follow these PR practices to restore the public’s trust:
1. Accept Responsibility
While it may be difficult, owning up to your mistakes is crucial. Audiences respond better to honesty, which is key to rebuilding trust and credibility.
2. Act Quickly and Authentically
Speed and authenticity matter. Apologize sincerely and take immediate action to address the root cause of the crisis. Your response must demonstrate real commitment to change.
3. Respond to Media Requests
When the media comes knocking, don’t hide. A “no comment” response often signals guilt. While you don’t need to give an immediate, detailed response, acknowledging the situation shows you are engaged and in control.
It’s Not Just a “PR Problem”
When crises hit, the media often labels them as “PR problems.” But more often than not, the real issue lies deeper with poor decision-making, lack of accountability, or ethical breaches. PR professionals are not magicians tasked with creating a façade of damage control; instead, their role is to guide organizations in navigating tough situations with transparency and integrity.
Too often, companies relegate PR to the marketing department, treating it as a tool for driving publicity and sales. This limits the true purpose of public relations: To act as a moral compass and ensure alignment between an organization’s actions and its values.
To remedy this, PR professionals must have a seat at the leadership table, serving as a critical advisor during crises and beyond. By fostering a culture of integrity, public relations can help organizations not only weather storms, but also build long-term trust. NIE
Amy Summers, founder and president of Pitch Publicity, has three decades of experience working with major clients in the natural products industry to increase national publicity exposure across all mass media outlets, while also developing key strategic communication strategies. As a pioneer in remote work and virtual mentorship, she launched INICIVOX to help individuals improve a wide-range of soft skills centered on the complexity of communications. Her influential career has garnered her recognition as a PR News Top Women Awards Honoree in the Business Entrepreneurs category, acknowledging her unwavering dedication to the public relations profession. Headquartered in New York, NY, Summers is committed to supporting and nurturing the growth of the natural products industry that has served her well throughout her career. Learn more at: www.pitchpublicitynyc.com and www.INICIVOX.com. Ready for more communication and pitching tips? Subscribe to “Pitch Live with Amy Summers” podcast on YouTube, or wherever you consume podcasts, for direct access to the secrets, strategies, and success stories that prove the power of “The Pitch:” www.pitchpublicitynyc.com/podcast.
