This week's PR Roundup looks at the conversation surrounding the Blue Origin celebrity flight—positive AND negative, what Omnicom coming up short on first quarter revenue means for the PR industry, and a new lollipop brand's campaign to encourage people to "suck at something."
Blue Origin Celebrity Flight Sparks Discourse
What happened: After Katy Perry kissed the ground, did she also kiss her reputation goodbye? This week a group of high-profile women including pop singer Katy Perry, CBS News host Gayle King and Jeff Bezos’ fiance Lauren Sanchez took a 10-minute Blue Origin rocket ride to just above the Kármán line, the invisible border between the Earth's atmosphere and outer space. The ride promoted space tourism for Bezos’ company.
The inclusion of high-profile figures like Perry and King brought significant media attention to the mission. However, it also sparked criticism, with some perceiving the flight as a publicity stunt rather than a genuine scientific endeavor.
Blue Origin promoted the mission as a milestone for female empowerment in space exploration. Besides the celebrities, the crew also included former NASA rocket scientist Aisha Bowe, bioastronautics research scientist and civil rights activist Amanda Nguyen and filmmaker Kerianne Flynn. However, some critics viewed this messaging as superficial, arguing that it lacked depth and failed to address broader issues of gender equality in STEM fields.
It also cost a whole lot of money during a time when a majority of the public is concerned about tariffs causing rising prices and staying employed.
Backlash on social media ensued. Emily Ratajkowski filmed a TikTok saying she was “disgusted.”
"[Saying that] you care about Mother Earth … and you're going up in a spaceship that is built and paid for by a company that is single-handedly destroying the planet …," Ratajkowski continued.
Olivia Wilde said in an Instagram post: "Billion dollars bought some good memes, I guess."
Olivia Munn labeled the trip “gluttonous” during an appearance on “Today With Jenna and Friends.”
Communication takeaways: Organizations should carefully consider the implications of involving celebrities in scientific or technical projects. While celebrity participation can increase visibility, it can also lead to skepticism about a project's seriousness.
While empowerment campaigns might be created with genuine intentions and missions in mind, in this case female inspiration in regards to STEM education and careers, they also need to include substantive actions. Performative approaches can backfire, leading to public cynicism. Organizations should ensure that their messaging aligns with tangible commitments to the causes they champion. Clear communication about a project’s objectives and the roles of all participants is crucial to maintain credibility.
Amy Terpeluk, Managing Partner, Global Purpose and Social Impact Practice Lead at FINN Partners, says regardless of the event’s shortcomings, it certainly stirred conversation.
“The Blue Origin returning to Earth event sparked strong reactions, but at its core, it is a powerful symbol of pushing human boundaries to new limits,” Terpeluk says. “Raw, unscripted, emotional moments like this make progress real, even if imperfect.”
She also says from a social impact lens, the mission could have been “better framed” to shape public perception, but the intent also mattered.
“Space is unpredictable, and sometimes, we need to give people space to return from the extraordinary, catch their breath and kiss the ground,” she notes.
Omnicom's Revenue Miss: A Barometer for PR Industry Health?
What happened: Omnicom Group, a leading global advertising and communications firm, recently reported first-quarter revenues of $3.69 billion, falling short of Wall Street's expectations. The group attributed its shortfall to economic uncertainties affecting company areas such as healthcare, public relations, branding and retail, despite growth in media and advertising.
This news comes as The Wall Street Journal published a recent survey of economists expecting slower economic growth and seeing a recession as more likely.
This development accentuates the challenges PR firms face amid economic fluctuations. Will this reflect agencies and PR revenue within the entire industry?
Communication takeaways: It’s important during times of economic uncertainty for agencies to adapt their strategies of putting client engagement at the forefront and prioritize a diversification of revenue streams.
Liv Allen, VP, Head of PR at communication design agency Codeword, says agencies must be built for uncertainty and always be ready to change gears.
“When the world gets wobbly, it's actually a good chance for us to walk the walk and show how we can change our game plan depending on what's happening out there,” Allen says.
She notes that most clients are coming to the agency right now with a bigger focus on brand work.
“When the news is just a constant barrage, it makes sense to focus on what will make your brand strong down the road—especially at a time when building trust is paramount,” she says. “And that's where a flexible, integrated approach comes into play—from developing compelling external messaging and bolstering crisis preparedness to strengthening internal communications and employee engagement. There’s a ton of opportunity to be valuable—and create stickiness!”
She also says it’s smart for agencies to rethink what “winning” looks like.
“While media coverage remains important, a more nuanced approach that emphasizes relationship building with key stakeholders, driving qualified website traffic, and ensuring consistent messaging pull-through across all channels will demonstrate more tangible value and align directly with clients' evolving business objectives.”
Something Fun: Lollipop Brand Invites Everyone to “Suck at Something”
What happened: Bon Bon Bum, an iconic Latin American lollipop brand launched a disruptive campaign in its recent entry to the U.S. market.
Bon Bon Bum made a bold statement by inviting everyone to “Suck At Something.” At the heart of the campaign is Bon Bon Bum’s sponsorship of a professional soccer team that, well, sucks.
Miami FC, a Division II professional men’s soccer team in the United Soccer League Championship (USLC) had a tough 2024 season (3-2-29), and with 2025 underway, the team hopes to prove that setbacks are just part of the game. “Suck at Something” flips failure on its head, and reminds everyone that sucking at something is just the first step toward something sweeter.
"Last season didn’t go our way, but guess what? We’re coming back stronger," says Miami FC’s Vice President of Marketing Nathan Krum. "We’re reminding athletes and fans everywhere that setbacks don’t define you—how you bounce back does."
Communication takeaways: According to a brand press release, the campaign positions Bon Bon Bum as not just a lollipop—but “a badge of honor for those who dare to suck, learn and grow.” With this campaign, the brand is making a bold statement, inspiring others to embrace failure as a stepping stone to greatness. They’re reminding people everywhere that it’s brave to suck at something, and only those who truly suck are those who don’t try.
Sometimes disruption is key when getting a message to stick.
The brand is also working with several soccer influencers who give a humorous spin to the campaign.
Nicole Schuman is Managing Editor at PRNEWS.