Observed Signal · Apr 15, 2026 · Analysis · Source: Adweek · Impact: 1/5 · Sentiment: Neutral
Molly McPherson Analyzes Three PR Crisis Failures
Crisis communications expert Molly McPherson spoke at ADWEEK’s Social Media Week describing three recent brand crises to illustrate common missteps: poor empathy or tone in initial responses, treating DEI as a marketing tactic, and dismissing trust issues. She cited Air Canada’s CEO delivering limited French condolences after an Air Canada Express crash (March 22), which sparked public outrage and led the carrier’s board to say French-language ability will be considered in its CEO search. She discussed Target’s retreat from DEI last year — which provoked a Black consumer boycott — and noted new CEO Michael Fiddelke has engaged community leaders to rebuild trust. McPherson also reviewed photos involving reporter Dianna Russini and Patriots coach Mike Vrabel, contrasting The Athletic’s investigation and Russini’s resignation with the Patriots’ dismissive response as an example of mishandled brand trust.
Provides practical PR and brand-trust lessons relevant to marketers and communicators but does not affect core AdTech/MarTech infrastructure or major platforms.
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Key Takeaways & Evidence Grounding
- Molly McPherson spoke at ADWEEK’s Social Media Week about crisis communications and cited three recent brand fiascos as case studies.
- On March 22, an Air Canada Express flight collided while landing at LaGuardia, killing both pilots; Air Canada CEO Michael Rousseau's brief on-camera French ('bonjour' and 'merci') drew public outrage.
- Air Canada’s board said it will consider candidates' ability to communicate in French as a performance criterion during its search for a new chief executive.
- Target retreated from some DEI commitments last year citing an 'evolving external landscape,' prompting a boycott by Black consumers; Target appointed CEO Michael Fiddelke in February, who has met with Black activists including Tamika Mallory.
- Photos of reporter Dianna Russini with New England Patriots head coach Mike Vrabel were published by Page Six; Russini resigned, The Athletic said it took the matter seriously, while Vrabel and a Patriots executive described the photos as 'innocent' or 'laughable.'
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