Trump has rewritten the pr playbook. The industry either responds or gets left behind
B&T
Trump has rewritten the pr playbook. The industry either responds or gets left behind
British PR doyen Mark Borkowski says US President Donald Trump’s treatment of Ukraine President Volodymyr Zelenskyy is another example of how he has ripped up the communications rule book and the industry either needs to evolve or become irrelevant in a world where noise is currency and words are devalued.
When a Trump-supporting journalist heckled Ukraine President Volodymyr Zelenskyy for not wearing a suit, he showed us all how PR, media and communications have changed forever.
A week on, and I am still thinking about that bizarre, telling moment: JD Vance standing beside Donald Trump as Volodymyr Zelensky, a wartime leader, was questioned, not about war, democracy, or geopolitics, but about why he wasn’t wearing a suit.
It was a question that should have been inconsequential. Instead, it became a symbol of the way the PR game has shifted.
“You’re at the highest level in this country’s office, and you refuse to wear a suit – do you own a suit?”
The question came from Brian Glenn, a correspondent for Real America’s Voice, a right-wing cable channel that has pushed conspiracy theories about non-citizen voting and serves as a key distribution platform for Steve Bannon’s podcast which is banned from YouTube and Spotify among other mainstream platforms.
Meghan Markle’s true strategy exposed by expert as Duchess makes major changes to brand
MSN
Meghan Markle’s true strategy exposed by expert as Duchess makes major changes to brand
A leading PR specialist has weighed in on the ongoing discussion about Meghan Markle’s public relations tactics, suggesting that her true strategy is a clever form of misdirection. PR guru Mark Borkowski believes that Meghan’s actual plan revolves around keeping the public intrigued by her actions.
Mark shared his insights with HELLO!, stating: “This isn’t an identity crisis, it’s a business model. The perpetual reinvention, the strategy vagueness – it’s all by design.”
He further explained: “The more unpredictable she is, the harder it is to take her down. She’s not trying to be Goop; she’s trying to be a mystery.
“The product she’s selling? Endless curiosity about Meghan Markle. Maybe she’s not losing control of her narrative, maybe we are.”
These remarks from Mark come amid renewed interest in Meghan, following the rebranding of her lifestyle brand As Ever, previously known as American Riviera Orchard.
While there has been a mix of scepticism and commendation towards Meghan and Prince Harry’s business ventures since moving to the US, some have lauded their efforts to carve out their own path, reports the Express.
Among those applauding Meghan, particularly for her fashion sense and knack for accessorising, is former Royal milliner and current Dior Creative Director of hats, Stephen Jones.
Inside Meghan Markle’s big relaunch and how Prince Harry really feels about it – exclusive
Hello
Inside Meghan Markle’s big relaunch and how Prince Harry really feels about it – exclusive
“Changing the brand name is just one of the many lessons that come with being a founder,” a sympathetic source tells HELLO!
“This isn’t an identity crisis, it’s a business model,” PR and crisis advisor Mark Borkowski tells us.
“The perpetual reinvention, the strategic vagueness – it’s all by design. The more unpredictable she is, the harder it is to take her down. She’s not trying to be Goop; she’s trying to be a mystery. The product she’s selling? Endless curiosity about Meghan Markle.
“Maybe she’s not losing control of her narrative – maybe we are.”
I’m a PR expert and know the truth behind Meghan Markle’s brand reinvention
Express
PR expert Mark Borkowski has suggested Meghan Markle’s strategy has not been about demonstrating a clear plan, but the very opposite A top PR expert has suggested that they know the truth about Meghan Markle’s PR strategy, claiming her actual plan is a very astute form of tactical misdirection.
Said PR expert, Mark Borkowski, believes Meghan’s plan is simply to continue generating curiosity about what she’s doing. Mark suggested Meghan’s aim is to keep people guessing, in order for them to keep talking about her.
He told HELLO!: “This isn’t an identity crisis, it’s a business model. The perpetual reinvention, the strategy vagueness – it’s all by design.
“The more unpredictable she is, the harder it is to take her down. She’s not trying to be Goop; she’s trying to be a mystery. The product she’s selling? Endless curiosity about Meghan Markle. Maybe she’s not losing control of her narrative, maybe we are.”
Mark’s comments come on the crest of another wave of Meghan-related curiosity following the relaunch of her lifestyle brand As Ever, a brand formerly known as American Riviera Orchard.
https://www.express.co.uk/news/royal/2021754/meghan-markle-as-ever-brand-reinvention-pr-expert
TOM LEONARD: How Alec Baldwin’s redemption roadshow turned into an excruciating TV car crash
Daily mail
Early signs indicate viewers are not rushing to watch The Baldwins (just 680,000 watched on its opening night in the US) and as a PR exercise it has backfired, practitioners in the field told the Mail.
British PR guru Mark Borkowski dubbed the TV series the ‘Baldwin Redemption Tour’, adding: ‘Except, rather than redemption, it’s a slow-motion car crash dressed up as a cosy slice of family life.
‘A truly abysmal piece of self-mythologising disguised as reality TV, designed not to entertain but to rehabilitate.’
He went on: ‘This should have been a careful, patient, delicate exercise in damage control. Instead, it’s a tone-deaf, self-indulgent whinge-fest.’
If the aim was to make Hilaria seem ‘authentic’, meanwhile, it had ‘failed spectacularly’, Borkowski added. ‘PR disasters like this don’t come along every day, but when they do, they are excruciatingly fascinating to watch.’
David Beckham’s desperate bid to impress Royal Family spotted by expert
MSN
David Beckham has once again shown his “unwavering loyalty” towards the Royal Family, claims a PR expert, after his presence on stage in front of world leaders at the World Economic Forum in Davos, Switzerland.
PR guru and crisis communications specialist Mark Borkowski certainly thinks Beckham is “signposting” his worthiness for a knighthood, whic many believe that Beckham has been after securing for many years.
He said: “Beckham isn’t merely in the ‘good books’; he’s practically penning a chapter. His unwavering loyalty, conveniently broadcast at a global stage like Davos, is an unmistakable nudge to the Establishment.”
Speaking in an interview in Davos, the ex-England captain gushed about The Prince of Wales. He said: “Whenever the Prince of Wales sends me a message and says ‘I need you to do this’ or ‘be there’, it’s always a ‘yes’.”
Discussing his desire for a knighthood, the PR guru said: “Beckham’s effusive loyalty reads as part genuine admiration, part strategic maneuvering. A knighthood would cement his legacy not just as an icon of sport, but as a true bastion of Britishness.”
In Davos, Beckham, 49, hit the stage with CNBC anchor Sara Eisen for a wide-ranging conversation on his work as a UNICEF Goodwill Ambassador and philanthropic commitments.
There was wide speculation before Christmas that Beckham could be bestowed with a knighthood after he made a string of notable public appearances alongside the Royal Family in 2024.
In December, he and wife Victoria also attended their first-ever state banquet at Buckingham Palace in honour of the visiting Emir of Qatar.
Beckham was also confirmed as an official ambassador for King Charles’s charitable organisation, the King’s Foundation in June last year.
Mark also told Express.co.uk, that Beckham knows how to play “the long game”.
He said: “Let’s not forget, relationships with the monarchy are as much about optics as they are about genuine connection.
“Beckham’s willingness to respond to royal requests ‘without hesitation’ showcases his dependability-an appealing trait for the establishment.”
He added: “Whether this bond is forged in private camaraderie or polished for public display is debatable, but Beckham’s dedication to the royal brand cannot be dismissed.”
The humble British icon also relayed to the crowd in Davos that he was “honored” when King Charles asked him to get involved with his foundation and that his mother, Sandra West, “burst into tears” when he relayed the news.
“Because she’s so proud of obviously what I’ve done throughout my career, but she’s also proud. And she knows my grandparents would have been proud that I have played such an important role within the Royal Family and the charities that they have…” Beckham said.
‘Gimme a hug’: Drake’s lover-boy comeback after Kendrick feud
BBC Online
Full of trap-soul beats teasing romantic escapades, Borkowski calls it a “calculated retreat into the familiar, comfortable territory” of the more sensitive “certified lover boy” persona that dominated Drake’s initial breakthrough albums like Thank Me Later and 2011’s Take Care.
“His reputation might be in tatters within certain circles, but commercially, he remains bulletproof,” says Borkowski.
The camouflage from his status as a commercial chameleon means that “despite the clear L and Not Like Us becoming a defining moment in rap history, Drake keeps moving”, says Borkowski.
Regardless, Borkowski is clear on the strategy – Gimme A Hug, like the album, isn’t a response track, it’s an abdication from the fight. A recognition that Drake can still win, just on a different rap turf.
But, ultimately, Borkowski goes back to the bottom line. “His fans aren’t music purists, they’re Drake fans – here for the lifestyle, the vibes, and the brand. And as long as he delivers that, nothing truly sticks.”
The true power move? Securing Live Nation for his rebrand, says Borkowski.
Meghan Markle’s ‘hand may have been forced’ by leaks as Duchess of Sussex ‘rushed’ announcement
GB News
PR expert Mark Borkowski offered a different perspective, telling the Mail: “The more unpredictable she is, the harder it is to take her down. She’s not trying to be Goop; she’s trying to be a mystery.
“The product she’s selling? Endless curiosity about Meghan Markle.”
https://www.gbnews.com/royal/meghan-markle-royal-family-latest-as-ever-rebrand-netflix-update
Another brand disaster for Meghan Markle? Duchess’s merchandise empire in crisis as American Riviera Orchard is renamed days before her Netflix launch… with a subtle dig at Royal family
Mail Online
While Mark Borkowski, arguably Britain’s leading PR guru and crisis manager, has said he believes the U-turns are all clever tactics to get publicity.
He told MailOnline: ‘This isn’t an identity crisis. It’s a business model. Meghan isn’t floundering; she’s fluctuating on purpose. The perpetual reinvention, the strategic vagueness—it’s all by design.
‘No, it’s a TV show. No, it’s jam. No, it’s a vague, atmospheric brand called As Ever.
‘The more unpredictable she is, the harder it is to take her down. She’s not trying to be Goop; she’s trying to be a mystery. The product she’s selling? Endless curiosity about Meghan Markle. So maybe she’s not losing control of her narrative—maybe we are’.
He added: ‘So, what’s next? A mindful butter knife line? A sustainably sourced candle that smells like “reinvention”? A pop-up experience where guests can personally witness Meghan not answering direct questions? Whatever it is, expect another name change when this one inevitably runs its course’.
Meghan Markle ‘Fuming’ Over Royal Family ‘Stealing’ Her Friends David and Victoria Beckham as She ‘Battles to Make A-List Pals’
Radar Online
PR expert Mark Borkowski claimed David’s actions were part of a long series of calculated efforts to finally earn the knighthood he’s coveted.
Borkowski said: “His unwavering loyalty, conveniently broadcast at a global stage, is an unmistakable nudge to the Establishment.
“A knighthood would cement his legacy not just as an icon of sport, but as a true bastion of Britishness.”
https://radaronline.com/p/meghan-markle-fuming-royal-family-stealing-david-victoria-beckham/
The vile anti-Semitic rant that ‘spelled the end’ for Kanye and Bianca Censori’s marriage – after naked Grammys stunt sparked ‘coercive control’ rumours
Mail Online
Mark Borkowski, arguably Britain’s leading PR guru and an expert on the twists and turns in their relationship, told MailOnline: ”Turns out, even the most avant-garde fashion statements have a limit—swastikas. Who knew?
‘Bianca Censori has finally escaped the Yeezy asylum after realising “dominion” isn’t a marriage vow. Meanwhile, Kanye remains Kanye: a one-man 3 ring circus’.
The Australian-born architect could choose a path of retribution after suffering as part of her husband’s ‘circus’, Mr Borkowski said.
‘Bianca Censori just left the Kanye circus—and her next move could be gold. A tell-all book? A high-fashion comeback? A reality show exposing life inside the Yeezy empire? Or the ultimate revenge move: dating Pete Davidson‘, Mr Borkowski said.
‘Whatever she does, she’s sitting on a financial and PR jackpot’.
Prince Andrew forced into isolation as he awaits King Charles’ decision
The News International
Given that Andrew is no longer a working royal and no one wants to go near him with their work, the shamed royal is not left with many options to choose from.
PR expert Mark Borkowski told The Sun that the reason Andrew appears to be in hiding is because of the lack of opportunities.
Borkowski said that Andrew could do “something very subtle” like charity work but “no way” anyone wants him near their work. “I think he just needs to carry on playing golf and driving his cars around the estate and whatever,” he said.
Agency offers reputation insurance for ‘cancel culture’ era
PR Week
Borkowski, the agency headed by industry veteran Mark Borkowski (pictured), said the aim is to protect against the fallout of ‘cancel culture’ and the ‘culture wars’.
The agency has worked with Samphire Risk, an insurance firm specialising in malicious and hostile risk insurance, for the offer, which is called Preempt.
According to Borkowski, Preempt covers 60 days of comms work by Borkowski’s crisis and reputation management team to manage and respond to negative media and social media coverage.
Policy holders will also receive research, analysis, monitoring and training designed to prevent potential reputation issues in advance. They can report a potential issue via a ‘crisis hotline’ even if it has not yet appeared on a public forum, the agency stated.
The policy is billed as an alternative to retaining a crisis PR agency full-time. Unlike a retained crisis comms account, the insurance offer would be a one-off payment.
https://www.prweek.co.uk/article/1903638/agency-offers-reputation-insurance-cancel-culture-era
Isolated’ Prince Andrew rarely leaves Royal Lodge with life now focused on 4 things
Express
Isolated’ Prince Andrew ‘rarely leaves Royal Lodge’ with life ‘now focused on 4 things
According to PR expert Mark Borkowski, Prince Andrew’s apparent isolated life could be down to his lack of public opportunities, following his stepback from royal life.
Royal commentators believe Prince Andrew is living an “isolated” life at the Royal Lodge, five years after he stepped back from royal duties.
The Duke of York stepped away due to backlash he received about his association with the late paedophile Jeffrey Epstein.
https://www.express.co.uk/news/royal/2005652/prince-andrew-royal-lodge-house-isolated-documentary
Prince Andrew forced into isolation as he awaits King Charles decision
Given that Andrew is no longer a working royal and no one wants to go near him with their work, the shamed royal is not left with many options to choose from.
PR expert Mark Borkowski told The Sun that the reason Andrew appears to be in hiding is because of the lack of opportunities.
Borkowski said that Andrew could do “something very subtle” like charity work but “no way” anyone wants him near their work. “I think he just needs to carry on playing golf and driving his cars around the estate and whatever,” he said.
David Beckham’s desperate bid to impress Royal Family spotted by expert
Express
David Beckham has once again shown his “unwavering loyalty” towards the Royal Family, claims a PR expert, after his presence on stage in front of world leaders at the World Economic Forum in Davos, Switzerland.
PR guru and crisis communications specialist Mark Borkowski certainly thinks Beckham is “signposting” his worthiness for a knighthood, which many believe that Beckham has been after securing for many years.
He said: “Beckham isn’t merely in the ‘good books’; he’s practically penning a chapter. His unwavering loyalty, conveniently broadcast at a global stage like Davos, is an unmistakable nudge to the Establishment.”
Speaking in an interview in Davos, the ex-England captain gushed about The Prince of Wales. He said: “Whenever the Prince of Wales sends me a message and says ‘I need you to do this’ or ‘be there’, it’s always a ‘yes’.”
https://www.express.co.uk/news/royal/2005145/david-beckham-bid-to-impress-royal-family
Prince Andrew focuses on family as his career is beyond repair
Geo News
Andrew, the Duke of York, rarely appears in public and spends most of his time with family, including ex-wife Sarah Ferguson and daughters, Princess Beatrice and Princess Eugenie.
According to PR expert Mark Borkowski, Andrew’s sheltered life is due to a lack of public opportunities as no one wants to be associated with him following his controversies, including his links to Jeffrey Epstein.
In the documentary Prince Andrew: Where Did All The Money Go? a Royal commentator said of Andrew, “He’s rarely seen out and about at any kind of public event, he doesn’t venture into London like he used to a few years ago.”
To this, journalist Carole Malone added, “His life is golf and horses and Sarah (Ferguson) and their kids (Princess Beatrice and Princess Eugenie), and thank God he has them because I think he’d have very little else.”
However, Borkowski said the reason Andrew is focusing on his family instead of working is that “there’s no way” anyone would hire him or collaborate with him on a project.
The expert told The Sun that Andrew should now do “something very subtle,” adding, “I think he just needs to carry on playing golf and driving his cars around the estate and whatever.”
‘Cancel culture’ insurance offers respite to panicking celebrities
Financial Times
Celebrities and business executives worried about being “cancelled” over their words or actions will be able to take out insurance to deal with the fallout of being caught up in a social media-fuelled culture war.
The policy is being created by Samphire Risk, a Lloyd’s of London backed independent underwriting agency that offers products focused on crime, hostage-taking and kidnap risk, with Borkowski PR, a London-based crisis communications group.
Cover provided by the insurance policy includes crisis management communications services specifically designed to protect individuals against cancel culture, and to mitigate reputational damage caused by negative media and social media coverage.
“Social media turbo charges any reaction and spreads it around the world in seconds,” Borkowski said. He added that “in an age where a single tweet can erase a lifetime of credibility — think of . . . Chrissy Teigen’s cancellation over resurfaced messages — [this] is the insurance against digital volatility.”
There are existing reputational crisis insurance products but Borkowski says this will “bridge the gap” in corporate policies by focusing on personal protection for celebrities, executives, athletes and high net worth individuals as well as offering preventive measures.
The policy, known as Preempt, includes research, analysis, monitoring and training to prevent potential reputational issues in advance, as well as a 24/7 hotline and 60 days of communications work to manage and respond to negative media and social media coverage.
“This includes ‘cancel culture’ and ‘culture war’ fallout, areas where corporations may not, or will not, provide personal cover,” Borkowski said.
https://www.ft.com/content/66947ec8-b465-4ea7-84e0-efb71e6c6b5d
Cancel culture insurance offers respite to panicking celebrities
Financial Times
Sharing or liking a tweet can bring the whole world down on you,” said Mark Borkowski, a veteran PR boss who drew up the terms of the policy with the services’ risk partner RepuTitan.
“There are a lot of anxious people. The cancel button is the new guillotine [and] one mistake is your epitaph. It’s too easy to take a position on things . . . without being thoughtful.”
Social media can create near instant backlash when celebrities, executives and sports stars are deemed to have crossed often arbitrary lines, causing lasting damage and financial cost.
“Social media turbo charges any reaction and spreads it around the world in seconds,” Borkowski said. He added that “in an age where a single tweet can erase a lifetime of credibility — think of . . . Chrissy Teigen’s cancellation over resurfaced messages — [this] is the insurance against digital volatility.”
https://www.ft.com/content/66947ec8-b465-4ea7-84e0-efb71e6c6b5d
Strictly Come Dancing pro Gorka Marquez reveals he has ‘adapted’ his training methods for sensitive celebs following show’s bullying scandal
Daily Mail
In July Mark Borkowski, a spokesperson for Graziano, told BBC News: ‘There is never a time when kicking, or any sense of that is right. And he knows that.
He knows he’s made a mistake. He apologised at the time.’
Referring to the media reports, Mark added: ‘But he doesn’t recognise some of the issues surrounding it. The descriptions of what is being commented online, and how he remembers it, are not aligned.’
He continued: ‘He [Graziano] has literally cut himself off from civilisation. I think that’s a wise thing to do, supported by his wife. He’s coming to terms with his mental health issues.’