‘Can’t Shake The Drama’: Reputation Hits & Misses

From protecting young people’s health to building trust in the NHS — and yet another fast-fashion scandal — the week’s campaigns reveal what happens when messaging strikes (or misses) the right chord.

Our Director, Kristy Ebanks, unpacks the lessons for communicators in her latest piece for PR Week.

HITS

Government ban on energy drinks for under-16’s 

The Government’s new plan to ban energy drinks for under-16s is a big move — but the real win is how they’re doing it: through a 12-week consultation with schools, health experts, parents and retailers. An example of working with communities and businesses, not just doing things to them. The health of future generations depends on us prioritising child health today, and empowering communities to lead will be the key to safeguarding tomorrow.

Martha’s rule rollout across the NHS 

Martha’s Rule, now rolled out across all acute hospitals in England, gives patients and families the right to request an urgent review if they feel something is wrong. Born out of tragedy, the policy highlights deep issues in patient safety and care, making sensitive communication essential. Last week’s announcement struck the right balance — focusing on learning over blame, and centering patient empowerment while signalling a commitment to systemic change and long-term investment. And crucially, comms included the perspective of Martha’s family, grounding the message in lived experience. 

MISSES

Shein’s AI image scandal

Fast-fashion giant Shein became the subject of another scandal: this time, for using an AI-generated image with an uncanny likeness to Luigi Mangione, the man accused of murdering UnitedHealthcare CEO Brian Thompson last year. Though the company moved quickly - pulling the listing, issuing a fact-based statement and launching an internal investigation - Shein just can’t seem to shake the drama.

Read the full piece here.