Biggest corporate crisis
PR Week
Formula 1 team Red Bull was in the spotlight even more than usual during the pre-race season period this year.
When its boss, Christian Horner (pictured), faced allegations of inappropriate behaviour, Red Bull chose to keep him front and centre. Horner was interviewed by the press, calling the claims against him a mere “distraction”, in a strategy that crisis comms pro Mark Borkowski referred to as “Horner playing hardball”, and cautioned could cause further problems for Red Bull.