PR Hits & Misses: April
From resurrected species to national theatre revolutions, last month in PR delivered a fascinating blend of triumphs, controversies, and cautionary tales. Let’s unpack the top six news stories from April and extract the key takeaways for communication professionals.
Hits
Experts dispute claims of dire wolf's return from extinction by Colossal Biosciences
Colossal Biosciences drew global attention by claiming to have brought back the extinct dire wolf through genetic engineering. The Texas-based startup used technology to insert dire wolf traits into modern grey wolves, resulting in a hybrid animal. Although the creature bore a striking resemblance to the prehistoric predator, scientists quickly disputed the claim, arguing it was a genetically modified grey wolf rather than a true de-extinction.
Despite the criticism, Colossal succeeded in reigniting global discussion on synthetic biology and the ethics of de-extinction. From a PR standpoint, the announcement was a masterclass in media orchestration with high-impact visuals, bold claims, and dramatic framing all drew intense interest.
Takeaway: Bold scientific storytelling can spark global engagement, but it must be balanced with transparency to maintain trust. Colossal Biosciences succeeded in reigniting crucial public dialogue around synthetic biology and the future of conservation. When done right, even controversial claims can elevate a brand's voice and invite serious discourse, as long as the story stands up to scrutiny.
Michael Sheen to portray iconic Welsh prince Owain Glyndŵr in new theatre production
Michael Sheen’s announcement that he will star as Owain Glyndŵr in "Owain & Henry", the first production from his new Welsh National Theatre, was met with acclaim across the UK. Glyndŵr is a deeply symbolic figure in Welsh history, and Sheen’s decision to spotlight him not only appeals to national pride but also revitalises regional theatre.
Sheen’s strategy is rooted in cultural authenticity and national storytelling. It positions him not just as a performer but as a cultural architect.
Takeaway: Aligning content with personal brand values and heritage can elevate messaging from publicity to cultural contribution. Sheen’s ongoing narrative as a steward of Welsh culture enhances his credibility and deepens public goodwill. When a campaign resonates on a national identity level, it can create lasting emotional impact, beyond the footlights.
Ireland participates in MIPIM 2025 to attract global investment for housing
Ireland's inaugural participation at MIPIM 2025, the world's leading real estate trade show in Cannes, marked a strategic move to attract international investment to address the nation's housing crisis. By establishing a presence at MIPIM, Ireland signals a proactive approach to leveraging global capital for domestic housing solutions. The delegation's focus on policy consistency and efficient planning processes addresses investor concerns, positioning Ireland as a stable and attractive investment destination.
Takeaway: Fostering global partnerships and signalling policy stability can enhance investment appeal and help accelerate housing solutions. For governments and public sector communicators, participation in global forums is not just about visibility, it’s about building credibility, signalling openness, and attracting resources to meet pressing domestic challenges.
Misses
Tesla's sales plummet, blamed on Musk's controversies and political involvement
Tesla's 13% drop in quarterly sales, its worst performance in three years, was officially blamed on a model transition. However, analysts and media alike pointed to Elon Musk’s increasingly divisive public persona as a deeper cause. His political involvement, controversial statements, and erratic leadership style have alienated parts of Tesla’s once-loyal customer base.
Takeaway: Leadership optics matter. Reputational risk at the executive level can have very real commercial consequences. No matter how groundbreaking the product, if the figurehead tarnishes the brand, consumer confidence will suffer. This is a case study in the danger of conflating personal and corporate identity.
Big Tech's data centres are consuming vast amounts of water in some of the world's driest regions
Amazon, Google, and Microsoft have come under fire for placing water-intensive data centres in drought-prone areas such as Spain’s Aragon region. Amazon alone has permits to extract more than 750,000 cubic metres annually, sparking local outcry and ethical concerns from environmental groups.
Takeaway: There’s a gap between ESG pledges and operational realities. Holistic and transparent sustainability strategies are essential for reputational resilience. Failing to align actions with public commitments opens brands to accusations of greenwashing, and that reputational debt can be difficult to repay.
Blue Origin’s all-female NS-31 mission sparks backlash over celebrity spectacle
Blue Origin's NS-31 mission, launched on 14 April 2025, featured an all-female crew, including Lauren Sánchez, Katy Perry, Gayle King, Amanda Nguyen, Aisha Bowe, and Kerianne Flynn, marking the first such U.S. spaceflight since 1963. Despite its historic framing, the mission faced significant backlash. Critics labelled it a "billionaire's vanity project," questioning its scientific merit and highlighting the prominence of celebrity participants overqualified astronauts. Concerns were raised about the environmental impact and the authenticity of its feminist messaging.
Takeaway: Intended as a milestone for female representation, the mission was overshadowed by critiques of superficiality and performative feminism. Representation must be paired with purpose to land positively with the public. Authenticity matters, especially when aligning with social movements. Without meaningful engagement or clear value, campaigns risk appearing opportunistic rather than visionary.
This month’s PR landscape illustrates the importance of narrative clarity, brand alignment, and ethical consistency. From technological breakthroughs and national theatre to environmental controversy and representational missteps, the common thread is clear: authenticity, transparency, and values-led storytelling are more important than ever.
In an era of heightened scrutiny and instant feedback, communicators must not only tell powerful stories but ensure those stories withstand public examination. April was a masterclass in both what to do and what to avoid.