PR Roundup: Reputation Risks Rise, Press Freedom Under Scrutiny, Wendy’s Social Stir and a PR Leader Remembered

In an era where trust, tone and transparency can reshape public perception overnight, this week’s PR Roundup underscores how rapidly the communications landscape is evolving. From global reputational risks driven by technology and politics to international concerns about press freedoms, and even a major brand’s cheeky interaction with a passionate fan community, this edition offers both cautionary tales and lessons for communicators everywhere.

Global Reputation Risks Reshaped by Emerging Forces

As the world gears up for the World Economic Forum 2026, a new Reputation Risk Index report from the Global Situation Room and Reputation Risk Advisory Council highlights a shifting set of threats that organisations must take seriously. Drawing on insights from more than 140 public affairs leaders — including former heads of state, government ministers and senior corporate executives — the report paints a picture of evolving hazards that can imperil even established brands.

At the top of the list is AI misuse, where deceptive or unethical applications of artificial intelligence — such as deepfakes, misinformation campaigns, biased algorithms or manipulation of public perception — are fast becoming one of the most potent drivers of reputational harm in the digital age. With the pace of AI innovation outstripping regulatory safeguards, brands face the dual challenge of navigating both ethical deployment and public scrutiny.

Closely following AI concerns is the growing impact of political polarisation. The report identifies potential backlash or reputational damage stemming from criticism by, or of, high-profile political figures — for instance, the amplified reactions that can arise from public statements involving former President Donald Trump. In today’s hyper-charged media environment, even seemingly ordinary organisational positions can attract disproportionate attention and controversy.

Other top risks include data privacy violations, where mishandling or unauthorized use of personal information can erode trust; child safety/harm, where allegations of neglect or danger can have severe social consequences; and anticompetitiveness/antitrust challenges, which spotlight unfair market practices or monopolistic behaviour. These categories reflect an era in which legal, ethical and societal expectations converge to make reputation management more complex than ever before.

The report urges communicators and leaders to sharpen their understanding of how AI innovation, political tensions and social media dynamics intersect and influence reputational outcomes. Organisations that invest in robust reputational risk management are better positioned to withstand turbulent environments and protect their brand equity.

FBI Search of Journalist’s Home Sparks Press Freedom Fears

In a rare and highly controversial move, federal authorities executed a search warrant on January 14 at the home of The Washington Post journalist Hannah Natanson, seizing electronic devices including her phone, personal and work laptops and smartwatch. This action was part of a broader probe into a Pentagon contractor accused of improperly retaining classified materials. Officials stated Natanson herself is not a target of the criminal investigation, but that her communications with the contractor triggered the search.

The move stirred swift backlash from media organisations, press freedom advocates and journalists’ unions. The Washington Post’s executive editor, Matt Murray, described the search as “extraordinary, aggressive action” that raises serious concerns about confidential sourcing — a cornerstone of investigative journalism. Critics argue that such interventions could chill reporters’ ability to cultivate sources and pursue critical national stories without fear of government intrusion.

Communications professionals are taking note not only as media observers, but as practitioners whose work depends on reliable and open relationships with the press. An informal poll among PR peers suggested many believe the search could indeed dampen candid engagement and reduce transparency in news gathering.

Experts caution that while national security remains a legitimate concern for authorities, PR leaders must guide their organisations and clients with care — avoiding premature assumptions, resisting misinformation, and waiting for full facts before issuing public responses. Missteps in the face of sensitive legal developments can create narratives that undermine credibility and trust.

Wendy’s Tests the Limits of “Playful Banter” With Bills Fans

Amid the ongoing NFL playoffs, fast-food brand Wendy’s continued its tradition of sharp-tongued social media commentary — this time drawing the ire of Buffalo Bills supporters. Known for its witty and sometimes confrontational tone, Wendy’s recent posts about BillsMafia fans sparked confusion and frustration among a segment of the team’s passionate community.

Some fans reacted with viral posts demanding that followers stop eating Wendy’s — fueling online calls for boycotts and intensifying the back-and-forth. While brand trolling can generate engagement and keep a social feed lively, experts warn that it carries risks, especially when that banter targets tightly-bonded fan communities during emotionally charged moments like playoff games.

According to social media and community engagement leaders, a brand’s playful voice only works if its audience clearly interprets it as light-hearted self-awareness. When interactions are perceived as antagonistic or “punching down,” sentiment can sour — and as a result, spikes in metrics like mentions or retweets may mask eroding brand affinity.

Honouring a PR Trailblazer

This week also brought a moment of reflection and respect as the PR community mourned the passing of Bill Nielsen, former Chief Communications Officer of Johnson & Johnson. A respected figure in the profession, Nielsen served as president of the Arthur W. Page Society twice, contributed to the Museum of Public Relations and played leadership roles in several industry bodies — leaving a legacy of ethical practice and strategic insight.

His life’s work reminds today’s communicators of the enduring values of stewardship, trust and principled leadership — especially important as the profession confronts today’s reputational challenges.