Sydney Sweeney has reportedly been testing the no-apology method amid her jeans ad controversy. According to experts, her “silence” over the American Eagle commercial drama is allegedly a new PR move. While the strategy might work in favor of most Hollywood celebrities, sources claimed that it might look “performative” in Sweeney’s case.
For those unversed, the “Euphoria” star has faced backlash for “racism” on multiple occasions. She was called out for her new American Eagle campaign as well as for her family wearing politically controversial hats and T-shirts.
Sydney Sweeney’s silence is a ‘PR strategy,’ claims expert
Sydney Sweeney is a rising Hollywood star who has landed in various controversies too early in her career. However, the Daily Mail reports that the way PR has been handling today’s headlines is different from earlier. They have chosen the approach to remain silent and practice the no-apology method. It might have worked with many stars, as the outlet mentioned, but experts mentioned that the strategy might not work for Sweeney.
Grayce McCormick, founder of Lightfinder PR, told the publication that “ignoring cultural criticism isn’t empowerment,” but “avoidance.” Reportedly, the 28-year-old’s fans could let go of a “missed note,” however, they won’t forgive a “missed moment to show humanity.” While the method of silence might seem to work, pairing it with “tone-deaf imagery” would make it look “performative.”
Meanwhile, Baruch Labunski, founder of Rank Secure and a reputation-management specialist, agreed to McCormick. He stated that the “Anyone But You” star works with “a silence PR strategy.” According to him, the actor’s team follows the method because their understanding of the issues allegedly had “no ethical dimension.”
Furthermore, he issued a warning, stating that if the issue has to do with “integrity, ethics, or social responsibility,” then the strategy might not work. “Exposed negligence loses accounts,” he added.
On the other hand, McCormick referred to Sweeney’s silence as “defensiveness.” However, she also pointed out that fans might not require their actors to apologize, but they reportedly “expect awareness.” “Accountability hasn’t vanished – it’s just being expressed differently,” the expert concluded.
