Borkowski Media Trends: Gisèle Pelicot, A Guinness Shortage, & MORE

PLUS: Influencer relations get thorny | & Beatle mania continues...

Gisèle Pelicot’s stoicism secures support

A French court has found Dominique Pelicot guilty of repeatedly drugging and raping Gisèle Pelicot (his now ex-wife) for decades, bringing the case that captured global attention to a close. Dominique Pelicot, who pleaded guilty, received 20 years in prison for his sentence, the maximum penalty for rape in France.

As heinously shocking as were the horrors of his crimes and those of the 50 other defendants involved, the landmark trial has captured international attention not only for its horror, but also for the incredible courage, bravery, and stoicism of Gisèle. In a moment of incredible courage, she chose to open the trial to the public and show the vile footage of abuse taken by Dominique in court, ultimately undermining the defendants’ denials.

Gisèle’s steely courage has made her an international icon. Choosing her words carefully and sparsely, every public address has been listened to with extreme attention. Her now famous words from October’s testimony “I’ve decided not to be ashamed. I’ve done nothing wrong. They are the ones who must be ashamed” has personified the trial, as Gisèle sought to flip the conventional narrative surrounding rape of women. Her fearless openness, sharing the trial with the world, has let her own the narrative, and throughout the trial people gathered daily to express support as she entered and exited court.

Whilst the horror of what Gisèle experienced is a media story in its utmost depravity, Gisèle’s ability to remain strong and collected has captured the media’s attention. Her composure and refusal to engage commentary to reporters and on social media, has forced the media to focus on courtroom events, reporting the disturbing testimonies and abuses. Dominique has emerged the abhorred abuser. Her dignity and courage have even been praised by Macron, and earned her public statements of respect from both Spain and France’s Prime Ministers.

Both the Spanish Prime Minister Sanchez and German Chancellor Scholz echoed the sentiments of her October statement “The shame must change sides”. Her dignity, courage, and stoicism has shown the power of letting one’s actions speak for you, in choosing her moments carefully Gisèle has ensured her words are heard.

"When I opened the doors of this trial on September 2, I wanted society to be able to seize the debates that took place there. I have never regretted that decision. I now have confidence in our ability to collectively grasp a future in which everyone, women and men alike, can live in harmony, mutual respect and understanding."

The ‘Guinness Shortage’ is the stunt of the year

Despite a source close to Diageo claiming that, far from a stunt, the so-called ‘Guinness Shortage’ being reported constantly throughout the UK is actually a thorn in the drinks giant’s side, there is a compelling circumstantial case that it is not just a PR wheeze, but the pre-eminent stunt of 2024.

It’s perfect storytelling; two fundamental tenets of PR and marketing are that bad news and jeopardy make headlines, and that urgent scarcity drives demand for sales.

It’s also a perfectly illustrative indictment of the malaise of post-Brexit Britain that, at the height of the ‘splitting the G’ craze (which has just broken America), we’re suddenly rationing Guinness like some alcoholic Millennial ‘first world problems’ version of the Blitz.

Throughout the mass hysteria Guinness or parent company Diageo have never been blamed for the ‘shortage’, with even the most histrionically panicky coverage simply serving as a reminder that millions of us find Guinness delicious and satisfying to look at.

With PR crises like these, who needs stunts?

Behind the brand: the fall of Matilda Djer’s “kind girl” image

Matilda Djerf isn’t just an influencer—she’s a phenomenon in the influencers-turned-businesswoman pipeline. Her pastel-drenched world of Scandinavian minimalism, sunlit brunches, and tousled blonde waves has made her a symbol of effortless cool. But beyond the clothes and aesthetics, it’s Matilda herself who has captured hearts. Her brand, Djerf Avenue, is built on the idea of kindness—a girl’s girl, championing slow fashion and an intimate connection with her fans.

This week, the façade cracked. Aftonbladet, a Swedish daily tabloid based in Stockholm, released an investigative report on Djerf Avenue, alleging the brand might not live up to its ethical promises. Accusations of body-shaming plus-size models, bullying staff, and shaming employees for using public transport or her personal private bathroom made off-limits to staff surfaced, sparking outrage online.

Djerf’s response added fuel to the controversy. She admitted she “wasn’t ready to be a boss,” framing her missteps as the result of inexperience rather than malice. But for many, this explanation felt insufficient, given the seriousness of the accusations and the scale of her influence. However, this story isn’t unique, influencers excel at manufacturing intimacy with their audiences. Fans often develop parasocial relationships with their favourite creators, believing they know and understand them through their content. Despite this, many overlook the fact that they are only exposed to a carefully curated version of the creator's life and persona, crafted specifically for the audience.

For Djerf, the illusion was kindness—a quality that’s impossible to fact-check but easy to monetize. Her followers weren’t just buying clothes; they were buying into her: as a positive influence, for fashion inspiration and someone who genuinely cared about the brand. The recent revelations are a stark reminder that influencer personas are just that—personas.

The backlash against Djerf Avenue is more than a PR crisis; it’s a cautionary tale about parasocial relationships with online influencers and the dangers of placing blind faith in a carefully curated screen presence.

Come Together, McCartney and Starr reunite

Beatlemania remains as a phenomenon, consistently generating headlines. Yesterday, Paul McCartney was joined on stage at the O2 Arena in London by former Beatles bandmate Ringo Starr, creating a memorable moment for fans and media.

The Guardian reported that McCartney was wrapping up his London show when he invited Ringo to join him from the audience. This wholesome reunion, marking the duo's first performance together in five years, quickly became a trending topic across news platforms.

This event underscores how the Beatles’ legacy continues to resonate, with their cultural impact skilfully maintained through well-timed stories and public appearances. At over 80 years old, Paul McCartney’s ability to perform is occasionally questioned in the media, often in comparison to other bands like the Rolling Stones. However, McCartney and his PR team consistently counter these narratives by emphasizing his enduring musical influence and craft.

The careful management of the Beatles' public image ensures that both McCartney and Starr remain iconic figures, shielded from significant negative coverage. Stories like this recent reunion not only highlight the bond between the former bandmates but also reinforce their legendary status in popular culture.

Ringo Starr’s surprise appearance added an extra layer of excitement to McCartney’s already successful tour, concluding it on a high note. This heart warming moment served as a perfect closing chapter to McCartney’s London show, further demonstrating the timeless appeal of the Beatles.