This week's PR Roundup examines the bizarre ongoing cyberattack on the Victoria's Secret website, how nuclear verdicts are impacting the reputations of large companies, and the worth of a celebrity product, Rhode, to a cosmetics company in 2025.
Victoria’s Secret Cyberattack Incident
What happened: Victoria’s Secret is the latest major brand to fall victim to a suspected cyberattack, resulting in its website being down for the past several days. While the company hasn’t confirmed the type of breach, customers began reporting outages as early as May 26.
In the past 24 hours, the company replaced its homepage with a holding message on a characteristic VS pink background. And according to news reports, customer service channels were also down and some in-store services—like returns for online orders—were suspended. Shares dropped nearly 8% by Thursday morning. The lack of information sent unhappy customers to social media to voice their frustrations.
Communications takeaways: The silence from Victoria’s Secret on the scope and cause of the breach speaks volumes. While the brand says it’s working “around the clock” on its website message, the lack of clear communication has fueled customer frustration and media speculation.
For PR and comms teams, this is a case study in how cyberattacks can swiftly evolve into a full-blown reputational crisis. As data threats grow more complex—and customer patience wears thinner—proactive messaging, transparency and preparedness will be crucial to protecting brand trust when the next breach hits.
Michael Grimm, SVP of Reputation Partners, says the prolonged outage and lack of detail can quickly erode customer trust.
“The three-day silence on timing and specifics leaves customers speculating and creates an information vacuum that competitors and critics can fill,” Grimm says. “In today's digital-first environment, especially in the retail sector, extended website downtime without clear restoration timelines causes missed revenue, erodes customer loyalty and signals operational vulnerability.”
Grimm provides some best practices for retail cybersecurity when an attack hits.
- Issue holding statement acknowledging the incident.
- Establish dedicated customer service channels.
- Provide clarity on level/nature of customer information compromised plus specific timeline for updates, even if restoration timeline is uncertain.
He also notes the importance of ongoing communication.
“Frequent status updates should be provided to customers via social media and email, along with a clear explanation of customer data protection measures,” he says. “Also conduct proactive outreach to key stakeholders and media to [control the narrative.]"
Grimm also says companies should follow up with these recovery steps after the incident ends.
- Detailed post-incident report showing transparency.
- Enhanced security measures announcement.
- Customer retention initiatives.
“Companies must balance transparency with security concerns while maintaining customer confidence through consistent, honest communication,” Grimm says.
As of publishing time, (4:40 p.m. ET on May 29), the statement still sits on the VS homepage.
Corporate Verdicts Are Getting Bigger—and So Are the PR Stakes
What happened: Juries are hitting corporations harder than ever, and the fallout isn’t just legal—it’s reputational. According to a new report from Marathon Strategies, so-called “nuclear verdicts” in corporate lawsuits surged in 2024, with 135 cases totaling $31.3 billion. That’s a huge 116% jump from the previous year. Even more jaw-dropping? The rise in “thermonuclear” verdicts—awards of $100 million or more—reached an all-time high.
For communicators, these outsized judgments present more than just courtroom drama. They’re becoming full-blown crises that impact stock prices, spook investors and leave lasting brand scars. As these headline-grabbing lawsuits play out in court and in the press, PR teams are left managing the long tail of reputational damage—often with little time to prepare.
Other findings from the report:
- The median nuclear verdict surged to $51 million, up from $21 million just a few years ago.
- Beverages, entertainment and tech companies were among the hardest-hit industries.
- California, Pennsylvania and Texas saw the highest concentration of nuclear verdicts.
Communication lessons: These verdicts should be a wake-up call for all communicators. It’s not enough to be merely reactive after the results are read. Brands need a litigation communications strategy that kicks in before they set foot in court to shape public perception and lay the groundwork for trust. Once that verdict lands, it’s too late to start building a narrative from scratch.
Phil Singer, CEO and founder of Marathon Strategies, says the rise of corporate nuclear verdicts is more than just a legal concern, it’s a reputational crisis.
“These high-profile cases can inflict lasting damage on a company’s brand, compounding financial losses and eroding stakeholder trust,” Singer says.
Singer notes that studies show stock prices on the losing end of these verdicts declined anywhere from 13 to 22 percent on average, which provides an opportunity for a narrative crash.
“While many companies default to silence, plaintiffs’ lawyers, lead generators and litigation funders spend an estimated $1 billion annually on aggressive media tactics aimed at recruiting plaintiffs for mass tort cases,” Singer says. “Corporate silence can leave a vacuum to be filled by damaging narratives."
Singer says a good way to counteract these results is with a proactive strategy well before a verdict.
“PR deserves a seat at the table alongside legal from day one,” he says.
And after the verdict? The work has just begun.
“Communications teams should be ready with an SEO-optimized media response plan that pushes out approved statements, rebalances search results and positions the company for recovery,” he says. “That includes developing a pipeline of positive stories to help rebuild credibility, reinforce the company’s value and restore trust with key audiences.”
From Socialite to CEO: Hailey Bieber’s Rhode Skincare Purchased by e.l.f. for $1 Billion
What happened: Celebrities have long profited from the beauty, fashion and wellness industries. Think about the George Foreman Electric Grill (who didn’t have one in their first apartment?). Or Suzanne Somers and the ThighMaster. Almost every Kardashian has some kind of product line—SKIMS for Kim, lip kits for Kylie.
And it’s no longer just a spokesperson position—modern-day celebrities are serving as the CEOs and Chief Creative Officers, strategizing and deciding on every step of their products. It’s bringing in billion dollar paydays and lots of press.
Hailey Bieber is the latest model/socialite/celebutante to become a billionaire. Cosmetics company e.l.f. just purchased her skincare company Rhode for $1 billion. And the news isn’t just on CNN, CNBC and FOX Business—it’s also in Harper’s Bazaar, E! News, People.com and other celebrity-focused outlets.
Bieber announced the acquisition on social media on May 28.
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Communications takeaways: The deal may certainly raise some eyebrows not only because of the gigantic payout, but because Bieber is not necessarily a household name unless you fit her audience demographic.
EVP of Beauty at Kaplow, Claire Nilsson, says yesterday’s announcement struck a chord within her department.
“The questions and comments were flying—is Rhode worth what they paid for it?” she says. “Is Hailey’s involvement driving the price? The same mixed reactions flew across media headlines and social comments. My reaction was less shocked. I saw the news and thought “smart move.""
Nilsson believes that e.l.f. has made a name for itself with headline-grabbing news that goes beyond its budget friendly dupes.
“From partnerships to stunts to this week’s news on airdropping a care package to a sailor travelling from Oregon to Hawaii—e.l.f.’s reputation is one of surprise and delight. It also has a history of aligning with celebrities. To e.l.f., the Hailey Bieber skincare acquisition is their sweet spot—both surprise and delight.”
Nilsson notes that while celebrity brands can notoriously stir up controversy, they do also generate headlines, which in this case pointed to e.l.f.’s surprise element.
“Behind every one of its surprises is a strategy that ladders back to the brand’s ethos,” she says. Nilsson outlines the strategic thinking here:
- The Brand: Like e.l.f., Rhode is a digitally-native brand with a massive social footprint due to Hailey’s social and cultural influence. By acquiring Rhode, e.l.f. isn’t just gaining products, they’re acquiring cultural capital.
- The Timing: Amid a slowdown in beauty M&A, e.l.f. saw an opportunity to come out swinging with high-impact news that created buzz with consumers, and more importantly, communicated their power and continued investment in the M&A space to the beauty industry.
The next challenge for e.l.f. will be maintaining that momentum with the new brand. Can the interest be sustained for the future or will they need to find another celebrity product/moment?
Nicole Schuman is Managing Editor for PRNEWS.