Borkowski Media Trends: Boeing sucked into PR Space Race, Assange at Large & MORE

PLUS: Brewdog Leaves Bitter Taste (Again) | Did Vogue World Make Global Impact?

Boeing takes crisis to new heights

Boeing is no stranger to a PR crisis, however even by its standards the latest debacle has been out of this world. The Boeing Starliner is still stuck in space.

An eight-day mission led by the two US astronauts Sunita Williams and Barry Wilmore has now been ongoing for the better part of a month, as engineers are trying to work out the issues with Boeing’s Starliner spacecraft. It is unclear when the two astronauts will make their return to Earth, with a Boeing spokesperson being decidedly noncommittal stating that they “currently do not have a date for the return and will evaluate opportunities after the [newly planned] spacewalks”.

After a series of enough unfortunate events to rival a Lemony Snicket novel, the company is clearly trying to portray an element of calm and control. Boeing has been locked in a near permanent state of crisis since two fatal crashes in 2018 and 2019 killed 346 people, and Dave Calhoun (Boeing’s outgoing chief executive) having been brought before the US Senate only this month to answer questions about the company’s safety failures following a mid-air blowout of a door panel in a 737 Max in January.

Getting ahead of a story is a critical way to control the narrative, but Boeing’s efforts to frame the astronauts’ extended tenure as an opportunity for scientific discovery has flopped, with the FT reporting on Wednesday that Boeing has had to firmly reject suggestions that the astronauts are ‘stranded’. Stranded is certainly the first word that comes up when you google the event. This is despite Boeing following some best practices for dealing with crises situations including maintaining communication with the public and sharing information.

So why has this seemingly open and transparent approach flopped so hard? Perhaps it is because Boeing has quite simply gone through one crisis too many. The company is now synonymous with technical issues and engineering problems, and repeated crises and poor management has eroded public trust. The information shared has also been evasive and at times almost contradictory. The launch was delayed twice due to issues with reaction control thrusters and helium leaks but it was finally decided that the remaining leak was extremely small and would not affect the mission, allowing a late launch. 4 further leaks appeared during the mission and 5/28 maneuvering thrusters cut out during the approach to the ISS. Despite earlier NASA statements that the leaks posed no safety risks, the already postponed return date 26 June was indefinitely delayed. NASA provided no further comment.

The contradictory statements have only served to further erode public trust in Boeing.

Interestingly, despite Boeing leading on initial communication around the issues with the Starliner, all the solutions related comms have come from NASA, including statements around the astronauts’ ability to return and the deliberate delay to allow engineers to study the Starliner’s faults before return to Earth literally burns up the evidence. Boeing has become the bearer of bad news. Space used to be seen as the panacea, however even the power of the intergalactic might not be enough to help Boeing remerge from the ashes. It would be helpful if the company could report some good news, rather than being relegated to NASA’s pesky sidekick.

As a last resort the astronauts could be returned using SpaceX’s dragon capsule, the kiss of death for Boeing. 

Assange At Large

It’s a sign of this week’s extraordinarily busy news agenda that the release of Julian Assange, after 14 years of incarceration in various forms, has had to jostle for space in the media landscape. Of course his arrival back on Australian soil and a tearful plea for privacy from his wife Stella Assange have been followed closely by the international press. But with the general election, England’s damp squib entry into the Euros, the Holly Willoughby kidnap plot and another royal in medical crisis, it does seem that the star of the once omnipotent Assange has fallen. American eyes concerned about journalistic freedom will also be firmly focussed on the continued persecution of Wall Street Journal reporter Evan Gershkovich in Russia. Perhaps this story, which on the surface at least seems to have a clear delineation between  “good” and “evil,” will begin to fill the void left by the end of Assange’s legal battles.

That is of course, presuming the Wiki Leaks founder doesn’t characteristically take matters into his own hands. What is next for Assange? Despite immediate requests to be left alone and “be a family,” it is certain that the requests for that first interview as a free man will be flowing in, from all over the world. The opportunities to build his platform abound – a book deal, movie rights, a star turn on the public speaking circuit are all a matter of when, not if. And while Assange may not be welcome physically in America, an increasingly divided rhetoric surrounding the November presidential election will create an appetite for his thought leadership that as a free man, he will now be able to focus on fulfilling. 

BrewDog's Bitter Lesson in Brand Integrity

BrewDog, the iconoclastic brewer known for its “rebellious” ethos, finds itself, once again, embroiled in scandal. The recent firing of an Asian employee, who objected to an English Defence League (EDL) meeting held at one of BrewDog's pubs, has triggered an outpouring of criticism. This incident is an example of the perilous tightrope businesses must walk in today's socially conscious marketplace.

BrewDog's image has long been one of punk rock defiance and progressive values, but this controversy joins a line of others in casting a shadow over its cultivated persona. The employee's objection to hosting the EDL, a group espousing far-right, xenophobic views, aligns with the inclusive values BrewDog professes to champion. By dismissing the employee, the company appears hypocritical, undermining its own brand narrative.

This comes on the heels of James Watt, BrewDog's co-founder and former CEO, stepping down earlier this year amidst other controversies surrounding workplace culture, employee pay, and allegations of toxic management. Watt's departure was seen as a move towards reform and rebuilding trust, yet this recent incident suggests systemic issues persist within the company.

In the era of social media, where every action is scrutinised and amplified, a single misstep can erode consumer trust and loyalty built over years. BrewDog's response - or lack thereof - will be critical in either mitigating or exacerbating the fallout.

BrewDog's handling of this incident serves as a case study in brand reputation management and the importance of aligning corporate actions with brand values. Walking the talk is not optional - it's essential.

Vogue World and the return of the Barely-There Dresses

This week Vogue held their annual VOGUE WORLD Paris fashion show taking athletes, singers, models and celebrities to the historic Place Vendôme to celebrate different decades of fashion as well as celebrating the upcoming Paris Olympics.

Among the attendees were latest it-girl Sabrina Carpender, Gigi Hadid, Kendall Jenner, Bad Bunny, Serena Williams and more…

Besides the spectacular runway show featuring music and haut couture, most noteworthy were the very revealing dresses. Specifically eye-catching were influencer Emma Chamberlain, and superstar Katy Perry. Both wearing very revealing dresses. Turns out it’s not what you’re wearing that makes the news, but rather what you’re not.

Katy Perry has stayed out of the media for a hot second and has returned in triumph with a cut out dress. The dress, designed by Noir Kei Ninomiya, featured geometric cut-outs and peach-colored floral embellishments, leaving little to the imagination. Page Six calling it: “boldest look yet.”

Katy Perry is using the dress to generate buzz around her upcoming single "Woman's World," set to be released on July 11, 2024. Using the dress to her advantage, to create a strong visual impact, she is reinforcing her image as a trendsetter and drawing attention to herself and her music.

Nothing will draw more media attention than female celebrities in daring clothing, or lack thereof.