So, who nailed the moment and who missed it entirely? Let’s dig into July’s PR wins and fails. 

In an era where reputation can rise or crumble in a scroll, July was a reminder that PR isn’t just about spin, it’s about substance, sensitivity, and timing. From tech blunders to tone-deaf decisions, here’s what caught our eye this month, for better or worse. 

So, who nailed the moment and who missed it entirely? Let’s dig into July’s PR wins and fails. 

Wimbledon’s Wild Card: Tiny Mice, Big Message 

In a month filled with scandals and AI meltdowns, it was a quiet ecological story that captured hearts. Harvest mice were spotted nesting inside repurposed tennis balls, thanks to the club’s growing commitment to biodiversity. The imagery was charming, the message clear: even elite institutions can leave room for nature. 

Takeaway: When environmental wins are real and relatable, they resonate. Let nature do the talking, especially when it involves tiny mice in tennis balls. This was low-stakes, high-charm storytelling that gently reinforced the brand’s commitment to ecology. 

Grok 4: When Edgy AI Crosses the Line 

Elon Musk’s AI company xAI launched Grok 4 this July with a headline-grabbing feature: Companions. AI avatars inspired by popular but often toxic characters from 50 Shades of Grey and Twilight. Despite an NSFW toggle, these avatars were widely accessible to users of all ages, including children on X (formerly Twitter), raising serious ethical concerns. 

The AI’s flirtatious and sometimes provocative personality traits, modelled on problematic archetypes, exposed vulnerable audiences to content that blurred boundaries between entertainment and inappropriate behaviour. What was intended as edgy, boundary-pushing branding instead opened a Pandora’s box of questions around AI safety, moderation, and responsibility. 

Takeaway: Offering unfiltered, adult-themed AI interactions without robust age restrictions or content safeguards is reckless, especially when minors can easily engage.  

Bold branding must never come at the expense of ethical responsibility. AI companies must put guardrails in place before letting provocative personas loose, especially on platforms accessible to children.  

The End of the Torode 

BBC’s much-loved MasterChef brand faced its biggest PR crisis to date, as misconduct allegations against long-time presenters Gregg Wallace and John Torode surfaced. A months-long investigation upheld 45 claims against Wallace, including sexually inappropriate comments, and verified an incident where Torode used an “extremely offensive” racist term. 

The fallout? Both were dropped. But the real miss came later, when the BBC announced it would still air a pre-recorded season featuring both men, starting in August. 

Takeaway: While the BBC’s internal investigation was thorough, the decision to continue airing a show with disgraced presenters undercut their own messaging. Viewers saw it as a betrayal of values, with criticism mounting that the network prioritized ratings over accountability. 

Brand trust relies not just on what’s said, but on what’s done after the storm hits. 

July showed that good PR relies on authenticity, ethics, and quick, responsible action. Wimbledon’s quiet win proved the power of genuine stories, while Grok 4 and the BBC missteps highlighted the risks of poor judgment and mixed messages. In today’s fast-moving world, brands must back up their words with real deeds to keep trust and avoid backlash.