‘Cancelled’: The ultimate PR hits and misses of 2024 revealed
She became a global meme and has been relentlessly mocked for months on end. But in one moment, Raygun proved she had won.
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OPINION
From Raygun’s famous kangaroo dance to Rebel’s memoir troubles, who caused the biggest PR stir in 2024?
The misses
Towards the end of last year, Rebel was Rising – or at least that’s what the world was expecting when international headlines announced Rebel Wilson’s upcoming memoir.
It was a story that promised to share her rise into Hollywood and uncover her deepest, darkest secrets intercepted with laughter along the way.
It was a PR dream … teasers, media, scheduled tours and a captive audience.
However, the promised April release saw book tours pulled and pre-orders cancelled with customers left in the lurch and fuming over social media with the book swiftly vanishing from every retailer.
Rebel touted a changing work schedule as her reasoning for being unable to carry out her in-person appearances, which came amid legal scandals that were bubbling upon the naming of Sacha Baron Cohen and her past experiences with him.
Aussies were finally able to get their hands on the book a month later, with the entire chapter on him redacted and blacked out for this market.
Another comedy act became a no-laughing matter when American comedian Arj Barker asked Aussie mother Trish Faranda to leave a theatre due to the distracting sounds of her baby. The mum was instantly propelled to various media interviews relaying her side of the situation.
Suddenly, his live act was not the basis for his publicity, but a national debate erupted around whether the theatre was an appropriate place to bring a baby.
Barker adamantly defended his stance, saying the tickets specified a 15+ age group and as a live act, he was conscious of this particular venue’s acoustics and interruptions to his audience.
While many came to his defence, including mothers, others criticised his handling of the situation and the awkwardness caused as mothers seek to coexist with the adult world.
The Project was quick to publicly support the mother in a live interview, when abruptly host Sarah Harris (also a mother) suggested “dad take over for a bit” so Trish could finish the interview when the baby become unsettled. Obviously, the irony of this was not lost on viewers.
Meanwhile, a day that is intended to bring the nation together is intensifying in tension. This year, Woolworths and Aldi sparked controversy when they announced they would not be stocking Australia Day merchandise for the first time.
The decision resulted in adverse media and social platforms swarming with shoppers encouraging boycotts of the retailers. Should brands be taking political stances, or are they best to remain at their core as retailers, enabling their customers to make their own choices around what they buy? Perhaps rather than an all or nothing position, an approach that is balanced, inclusive and sensitive will resonate.
When $2 billion was reportedly wiped off the value of Woolies shares over the following week, perhaps this was the prompt for the organisation to backflip and restock Australian merchandise for the Olympics.
The hits
And speaking of the Olympics, as 459 Australian athletes paved their way to Paris to compete and unveil their phenomenal sporting abilities, Aussies were ready to seal our nation’s fame in the anticipated swimming, soccer and athletics events.
But it was one particular homegrown talent who was rapidly propelled to the world stage, outshining our most famed contenders.
The starting gun was Raygun, who performed a breakdance that would break the internet, instantly amassing viral viewership. The lecturer-turned world-leading breakdancer suddenly appeared in international headlines – and it was not short lived.
Months later, the media interest in her is as high as her kangaroo hop, with her face plastered over T-shirts, mugs, socks and aspirations for a new collectable.
Despite all the commentary surrounding her curious act, Raygun did not shy away from the spotlight and is living it up in her new-found fame – from cosying up with the likes of Richard Branson and Boy George to signing up with a talent agency to further monetise her notoriety.
Meanwhile, two years ago, Jackie O announced a shock departure from the airwaves to focus on a health battle. Returning to the station in 2023, Jackie O became a tabloid regular with interest surrounding her revamped appearance and style.
All was uncovered this year in her newly-released memoir, The Whole Truth, where Jackie confessed her addiction to prescription drugs and an admission to an exclusive Californian rehab clinic. Hitting rock bottom and in her darkest place, she was taking up to 12 sleeping pills and 24 prescription painkillers.
As people began questioning the publicity as a means to sell books, Jackie acknowledged the privileged position she was in to be able to afford support and promised that all proceeds from the book would go to drug rehab centre Odyssey House.
And finally, Australia was in its Tay Tay era when Swift performed for more than 624,500 fans across her seven Australian shows. Overnight, our streets were emblazoned with glitter, bracelets, beads and bangs. Tim Tams became Tay Tams, Twisties celebrated Twifties while Scarborough’s Chardonnay became Chardo-Tay.
In Melbourne alone, NAB reported a $174 million boost in spending over the three days her tour was in town. With her wealth estimated at $2.5 billion, her Eras tour was the highest-grossing concert tour of all time.
Taylor Swift catapulted into a global pop culture juggernaut and is connecting with fans at an unprecedented global scale, earning 24 billion streams in 2024.
Originally published as ‘Cancelled’: The ultimate PR hits and misses of 2024 revealed
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