2020 PR wins and sins

First, the sinners

The year erupted in heated debate over Prime Minister Scott Morrison’s (ScoMo’) stealthy holiday in Hawaii at the height of fires devastating the nation. But, did anyone pause to think… that he may just have had a premonition on our future world – where boarders would close and international travel cease, meaning it certainly was ScoMo’s last chance to sip on a poolside Mai Tai and enjoy his tropical itch.

Media and social commentary splashed photos of Morrison enjoying his getaway. While #Hawaii and #howgoodishawaii began trending on Twitter along with #Wherethebloodyhellareyou and #wheresScotty. There are a number of elements that sparked the media storm, from the timing, to the absence of an announcement and upfront communication leading the public and media to ‘own’ the narrative. While the apology and his trip cut short were important steps forward, it came following articles of the Leader of the Opposition lending his hand and sadly lives lost to volunteers.