Biggest PR fails of 2023 revealed as Taylor Swift, the Matildas and Barbie movie soar in popularity

There were ample unfortunate PR moments of 2023 including Michael Clarke’s shirtless row in Noosa and Australia’s expensive Voice referendum.

Michael Clarke’s Noosa meltdown, the Voice referendum, Prince Harry’s exposé, Spare, and a suite of Covid leaders stepping down all have one thing in common – they each were a public-relations nightmare in 2023.

The Voice, which cost taxpayers an eye watering $400 million, has been chalked up as Australia’s biggest PR fail of the year.

According to PR expert Nicole Reaney, it was one enormous waste of time and money.

The campaign missed a huge opportunity to breathe new life into the country and instead, relentlessly confused the population until it was placed firmly in the “no” basket when more than 60 per cent of people voted against it.

“There was lots of information that essentially told us nothing,” Ms Reaney told news.com.au.

“The average Australian couldn’t understand what it was about and what it would mean five years into the future, so lots of people decided the safest option was to just vote no.”

Ms Reaney said the whole campaign was handled terribly and forced Prime Minister Anthony Albanese to overhaul his image.

Prime Minister Anthony Albanese’s Voice referendum was named this year’s biggest PR flop. Picture: Tim Hunter

“A Yes campaign ended up being a resounding No on our leader with the nation voting against the proposed change in October,” she said.

“The campaign was handled abysmally with absence of details, clarity and clear communication explaining the proposition and what a Yes or No vote means.”

Mr Albanese’s image wasn’t the only one that took a blow this year, with former Australian cricketer Michael Clarke embarrassing himself in a Noosa park where he was filmed blueing with his then girlfriend, Jade Yarbrough.

In the footage, Yarbrough – in front of her sister and brother-in-law, Jasmine and Karl Stefanovic – slapped Clarke across the face and accused him of cheating with his ex Pip Edwards.

It was an unfortunate moment that probably should have been kept private but unfortunately unfolded in full public view and while an onlooker filmed with their phone.

Michael Clarke was filmed having a blue with Jade Yarbrough.

The pair’s row was filmed by an onlooker.

The messy row made national headlines and opened the floodgates to a barrage of subsequent tabloid commentary involving both Clarke and Yarbrough – none of it particularly flattering.

“The Queensland tourism board surely has its sights on new tourism ambassadors for its Queensland is Calling campaign,” Ms Reaney said.

“The spat with Michael Clarke and text messages shared with Pip Edwards caused a repeated stir in the media, and perhaps on reflection he is thinking he probably should have called instead.”

Meanwhile, several of the leaders at the helm of announcing Covid guidelines after the pandemic was declared in 2020 have handed in their resignation letters this year.

Ms Reaney said “polarising” decisions from Victoria’s premier Daniel Andrews and Queensland premier Annastacia Palaszczuk saw both their resignations land in the PR “sins” list of 2023.

“Dan Andrews and Annastacia Palaszczuk upheld polarising decisions throughout their tenure around severity of lockdowns and economic decisions while their untimely or out-of-touch holidays ruffled the fury,” she said.

Former New Zealand prime minister Jacinda Ardern “led the Great Resignation pack with her shock announcement in January”.

“Her global popularity surge from her maternal leadership of the Christchurch massacre in her introductory years toppled with electoral polls revealing a slide to 29 per cent from per 2020 peak of 59.5 per cent.”

Ms Reaney argued admiration for Ms Ardern plunged as lockdown restrictions tightened and placed immense strain on social, economic and housing systems.

Dan Andrews resigned in September. Picture: David Crosling

Annastacia Palaszczuk resigned earlier this month. Picture: Liam Kidston

While there were ample PR flops in 2023, we also saw some major wins – most in the form of women doing incredible things.

No one else dominated the world’s attention quite like Taylor Swift this year. She was recently titled Time Person of the Year, and generated more than $1 billion in ticket sales for her Eras tour and a further $250 million from the movie.

She handed out a whopping $55 million in bonuses to the people working on her show and became the most streamed artist globally on Spotify.

“TikToks during lockdown centred on her music helped amplify a multigenerational appeal,” Mr Reaney said.

“She is not hugely controversial, delivers a consistent stream of new music and is a brilliant entertainer.”

No one else dominated the world’s attention quite like Taylor Swift this year. Picture: Suzanne Cordeiro/AFP

The incredible athletes that made up the Matildas for the World Cup in August were also major PR wins for 2023. They played to sold-out stadiums and were watched by a record volume of viewers from home.

“The Women’s World Cup hosted in Australia crushed it for women's sport – elevating their profession and building a more balanced attraction of audiences. The team’s match against Canada was viewed by more that 2 million people – a ratings record despite the match clashing with the Ashes at the time,” Ms Reaney said.

The Matildas symbolised a new era for women in sport this year. Picture: James Worsfold/Getty Images

“There is no doubt they have had a profound effect on women’s sport and positively influenced our younger generation who don’t see the difference in ‘men’ and ‘women’ and just view it all as sport.”

Another enormous win for women in 2023 was the Barbie movie, which not unlike the Matildas, smashed records and revealed what modern audiences were desperate for.

“The Barbie movie brought $1.3 billion to the worldwide box office, becoming one of the only female-dominated movies among the top-grossing films of all time,” Ms Reaney said.

“The movie attracted generations – with the doll debuting in 1959; while the pre-seeding publicity hype created a brilliant allure for the film.”