Worst PR Disasters of 2026

Ana Carrasco on Mar 24, 2026

TL;DR: 2026’s biggest PR disasters (so far) weren’t random. Poor foresight and panicked responses turned preventable missteps into viral crises. Don’t want to be included in the next list of PR disasters? A crisis communications audit can help you prep and, ultimately, stay cool even when the heat is turned all the way up.

Key insights:

• The biggest PR crises of 2026 were driven by poor preparation, slow reactions and bad judgment.
• Brands that appeared staged, defensive or evasive faced stronger backlash than those that took responsibility.
• Delayed responses and unclear messaging allowed negative narratives to spiral out of control.
• Social media and news cycles amplified mistakes quickly, especially when brands failed to anticipate reactions or coordinate messaging.
• Regular crisis communications audits can help your team prepare, respond faster and reduce the risk of long-term reputational damage.

Even the most experienced communications teams make mistakes. The trick is to handle them quickly and effectively to avoid major fallout.

1. Burger King eats McDonald’s for lunch

In March 2026, McDonald’s CEO Chris Kempczinski drew backlash after taking a tiny, hesitant bite of his company’s new Big Arch burger. He was widely ridiculed online, and rival Burger King quickly capitalized on the misstep.

What went wrong?

The McDonald’s video failed because it didn’t feel real: Kempczinski’s hesitant bite came across as staged, which made the launch fall flat.

What could improve?

Authenticity, hands-down. Customers crave genuine connection, relatable language and credible leadership.

2. America’s Next Top Model stumbles on the runway

Former contestants and judges have reignited criticism over body shaming, racism and exploitative conditions on the now-infamous reality show, America’s Next Top Model.

What went wrong?

Critics have been quick to point out Tyra’s perceived lack of accountability, inconsistent apologies and defensive tone.

What could improve?

A thoughtful, well-prepared response to the inevitable backlash would have put Tyra on the front foot rather than leaving her stumbling down the catwalk.

3. Nestlé fails to formulate a plan

In early 2026, Nestlé recalled large batches of baby formula after cereulide, a toxin produced by bacteria, was detected in a key ingredient.

What went wrong?

When public health is at risk, a brand’s response must be immediate.

What could improve?

Immediate accountability combined with a rapid response and recall was the only way to go.

4. Something rotten in the world’s top-rated restaurant

Noma, the world-renowned Copenhagen restaurant, is faced with severe controversy over a toxic work culture.

What went wrong?

Noma mishandled the controversy by reacting too slowly and in a vague manner.

What could improve?

If Noma had acted quickly and with integrity, they would have handled the controversy better.

5. OpenAI accused of supporting self-harm

OpenAI is faced with lawsuits after its chatbot, ChatGPT, allegedly played a role in suicides and other harm-inducing crimes.

What went wrong?

Defensive, reactive, cagey and protracted, OpenAI’s response to the lawsuits was just all wrong.

What could improve?

In sensitive cases such as these, humanity is required. OpenAI needed to lead with empathy, clearly acknowledge the tragedies and underscore the safety measures it has put in place.

Get ahead with a crisis communications audit

When a PR crisis unfolds, the public expects speed and transparency. Regular crisis communications audits can help your team prepare, respond faster and reduce the risk of long-term reputational damage.

Here’s what to focus on in your audit:

• Response speed: Can your team detect, escalate and respond within minutes?
• Message alignment: Do all teams work from a single source of truth?
• Spokesperson readiness: Are your leaders trained to communicate with accountability and empathy?
• Scenario planning: Have you pressure-tested your crisis communications plan through simulations?
• Monitoring and adaptation: Can you track sentiment in real time and adjust your messaging as the situation evolves?