PR Wins (and Fails) from the First Half of 2025: What Can We Learn?

From viral campaigns to brand blunders, the first half of 2025 has given us plenty of PR case studies to dissect. Whether you're a business owner, a comms lead, or a curious consumer, there's always something to learn from the successes (and stumbles) of big-name brands.
Here’s our shrewd round-up of what made the headlines—and what we can take away from it all.

✅ PR Wins
1. Barbie’s Brand Evolution Continues
The post-movie momentum hasn’t slowed down in 2025. Barbie’s collaborations with eco-conscious brands and diverse influencer campaigns have helped Mattel keep the cultural conversation going.
💡 Lesson: Long-term storytelling beats one-hit wonders. Invest in a narrative that can evolve.

2. National Grid’s Energy Education Campaign
A rare case of a corporate utility company turning heads—for the right reasons. Their "Powering Change" video series simplified complex topics like AI and renewables, and gained press coverage across both mainstream and trade media.
💡 Lesson: Don’t underestimate the power of clear communication. Complex doesn’t have to mean boring.

3. A Small Business That Went Big
A Yorkshire-based candle brand went viral after being featured in a behind-the-scenes TikTok about its founder’s packaging process. A week later? A stockist deal with a major retailer.
💡 Lesson: Authentic content wins. You don’t need polish—you need a story.

❌ PR Fails
1. “The AI Intern” Job Ad Disaster
A tech start-up advertising for a “human-like AI comms intern” sparked backlash about automation and ethics. They later claimed it was a "test to spark conversation"—but the damage was done.
💡 Lesson: Shock tactics can backfire. Think twice before being “disruptive for clicks.”

2. Water Company’s “Green” PR Campaign in Flood Zones
A campaign about sustainability timed just as customers were dealing with supply issues and flooding—without acknowledgment of local events—led to a media backlash.
💡 Lesson: Timing is everything. Always read the room before launching a campaign.


PR is a powerful tool—but it has to be thoughtful, timely, and human. Whether you’re a multinational brand or a one-person business, the same rules apply: know your audience, stay authentic, and always think a few steps ahead.
💡 Want help turning your brand story into a success story? Get in touch with ShrewdPR today.

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