Mercuri on Worst PR Crisis of 2025: Forbes
Communication Studies Executive-in-Residence Kevin Mercuri shares his perspective with Forbes on one of 2025’s most notable PR crises: actress Sydney Sweeney’s American Eagle Outfitters jeans campaign.
The actor’s PR team wasn’t prepared for the backlash to the ad and remained largely quiet as news and social media were awash with speculation and condemnation. By not speaking out earlier and directing the discussion, news and social media instead examined Sweeney’s voting registration and other details, allowing others to define her, he noted.
Sweeney’s team should have been prepared for the backlash and should have had a crisis communications professional on speed dial to manage the situation and mitigate reputational damage.
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