Course Curriculum

PR Mini-Course: Public & Crisis Management Case studies 2025

8sections
31lectures
6h 17mtotal

What you’ll learn

  • A deep dive of the 4 top marketing nightmares that can cripple any business

  • How to avoid a PR Nightmare, with key learning lessons

  • How to start your branding the right away, by creating diverse teams based on practical learning lessons

  • Ensuring you don't make e-commerce mistakes that will haunt your company for years

01

Introduction to your instructor

6 lectures • 1hr 22min

  • My Story: 7 Steps to Success

    Explore seven steps to success from my story, including investing time, seeking mentorship, dreaming big, clarifying your why, and establishing core values to grow a business.

    6:18

  • Your Team

    Explore public and crisis management through diverse expert perspectives from a team of over 50 professionals, emphasizing holistic discourse and rapid Q&A responses.

    1:49

  • Stairs of Competence

    Explore the four levels of competence—from unconscious incompetence to conscious incompetence, conscious competence, and unconscious competence—with practical examples like Brazilian jiu-jitsu to guide deliberate skill development.

    4:23

  • Coaching and Accountability sheet by ELITEx

    4:38

  • Google StartupGrind Zurich - Keynote

    Learn how a startup founder built lightning video editors into a video marketing partner, prioritizing work-life balance and three core principles—health, wealth, and relationships—while mastering sales.

    1:04:47

  • Share your testimonial and win a 1-on-1 coaching call

    0:07
02

Testimonials

2 lectures • 1min

  • Testimonial 1-on-1 ELITEx - A.

    Elvira demonstrates an on-premises, Clickfunnels-like solution that serves individuals or companies with everything they need, addressing diverse client needs and delivering actionable, excellent guidance.

    0:46

  • Testimonial 1-on-1 ELITEx - A. (Full interview)

    Activity
03

4 Branding & Marketing Nightmares #1: Bottlegate

5 lectures • 14min

  • Intro

    Explore the four biggest global brand marketing nightmares and learn what you should not do, building a strong foundation for your branding journey.

    1:10

  • Content

    Explore how leading brands allocate marketing budgets, diversify channels, and align advertising, PR, promotions, and sales to drive revenue; learn from four global brands' marketing successes and nightmares.

    2:01

  • History & Context

    Dove built a real beauty narrative through the 2004 study of 3,200 women and ordinary billboard models, then faced a 2017 Bottle Gate crisis that disrupted its inclusive image.

    3:41

  • Bottlegate Analyzed

    Dove released six limited-edition bottles shaped like women's body types to celebrate diversity. The campaign backfired with social media backlash and accusations of patronising messaging.

    4:07

  • Key Takeaways & Conclusion

    See how Sophie Galvani reframes a crisis as celebrating all women, highlighting the Dove self-esteem project and brand personality while examining miscommunication risks and consumer response.

    2:57
04

#2: Pepsi's Content Marketing Disaster

4 lectures • 12min

  • Intro

    Explore celebrity branding and crisis management through Pepsi's 2017 Kendall Jenner ad controversy, while contextualizing market dynamics with Coca‑Cola’s lead and global brand partnerships.

    2:32

  • The commercial & Problem in detail

    Explore how Pepsi's 'live for now' ad sparked public backlash, media critique, and parodies, and analyze the resulting public apology within crisis management.

    4:52

  • The Reaction & Public Apology analyzed

    Analyze how a major brand responds to a misstep with a public apology, rapid content removal, and messaging that misses the mark, including Kendall Jenner's later remorse.

    2:33

  • Key Takeaways

    Examine how a tasteless Pepsi ad sparked backlash, leading to a halt and apology, and extract lessons on CSR and crisis response.

    2:08
05

#3: Adidas & Email Marketing Scares

5 lectures • 14min

  • Intro

    Explore how email marketing builds loyalty and brand awareness, enables fast measurable results, and boosts engagement via welcome emails, open rate insights, and discount codes.

    3:40

  • The Problem

    Adidas sparked a social media backlash with a 'congrats, you survived' email after the Boston Marathon bombing, underscoring the danger of insensitive crisis messaging.

    2:33

  • The Apology

    Adidas quickly issued a public apology after a marketing mistake, then rebuilt trust with the here to create legend campaign, delivering 30,000 personalized race videos.

    2:04

  • Key Takeaways & Conclusion

    Act quickly, verify information, take responsibility, and be human in crisis communications via email to protect branding and public trust.

    2:28

  • Summary

    3:39
06

#4: E-Commerce gone wrong on a global scale

5 lectures • 14min

  • Intro

    Analyze the rapid growth of e-commerce, the shift from brick-and-mortar to online stores, and how mobile commerce, internet marketing, supply chain management, and inventory systems drive efficient online shopping.

    3:22

  • The Problem

    Examine the racist marketing disaster around a kids’ green hoodie with the phrase 'coolest monkey in the jungle' and the ensuing global backlash and crisis responses.

    3:15

  • The Apology

    Explore how a global retailer's apologies address offense, take responsibility, remove the item, and tackle racism through diversity and inclusion initiatives like Layer's Quebrada Explains.

    4:06

  • Key Takeaways

    Ensure campaigns are accurate on the first try and avoid blaming others, testing across diverse audiences before launch. Build a diverse creative team and observe others' controversies, avoiding politics.

    1:35

  • Outro

    Explore how population growth and technology expand marketing channels, from tv commercials to email and online stores, with emphasis on target groups, focus groups, social media, and branding.

    1:53
07

Expert Interviews & Keynotes

3 lectures • 3hr 56min

  • Interview with a Human Connection expert

    Explore human connection's role in reducing stress and loneliness, and how introverts and extroverts can build bonds while using collaboration and content to grow startups.

    15:29

  • Interview with a Human Connection expert (Full)

    Explore how human connection affects health and wellbeing, from loneliness and stress responses to oxytocin and dopamine, with practical tips for founders and teams.

    1:27:32

  • Interview with Head of Strategy at North Face

    Explore how North Face's global head of strategy blends data and consumer psychology to grow brands, deepen emotional connection, and mentor startups for sustainable growth.

    2:13:02
08

What's next?

2 lectures • 4min

  • Bonus Lecture: Discord Community

    2:18

  • Testimonial Community

    Discover how a music education entrepreneur leverages a Discord community for affordable, actionable Facebook advertising insights. Experience weekly calls, peer feedback, quick expert responses, and tested strategies that boost sales.

    1:33