Don’t Worry Darling, Worry About Your PR Crisis

Public relations professionals know that public perception is everything. But what happens when a film loses control of its planned narrative? Hollywood and the entertainment industry are no strangers to controversy, but sometimes PR disasters leave a lasting mark, becoming examples for other films on what not to do.

One of the most glaring examples in recent years is the Don’t Worry Darling press tour. What started as a highly anticipated, star-studded psychological thriller turned into an internet-fueled media frenzy. Between the conflicting narratives, viral rumors and visible tensions among the cast, the film’s PR rollout was an absolute spectacle—just not the kind you want.

So, what went wrong? And more importantly, what lessons can us PR professionals take from this Hollywood meltdown? Let’s break down the biggest missteps and the key crisis communication takeaways.

Lesson 1: Consistency Is Key—Because Receipts Exist

One of the first PR stumbles came from director Olivia Wilde’s continuous inconsistent statements about Shia LaBeouf’s departure as the lead of the film. Wilde claimed she fired him to create a “safe environment” for Florence Pugh, but LaBeouf quickly responded with the truth being that he quit—and brought video proof. The conflicting accounts made the press skeptical of Wilde’s credibility, and suddenly, the film’s buzz shifted from must-watch thriller to Hollywood controversy.

PR Takeaway: Transparency and consistency are essential in crisis management. If there’s any chance of pushback, be prepared with a unified message across all spokespeople. The truth, or a leaked video,  always finds a way to surface.

In a tell-all with Variety, Shia LaBeouf reveals that he quit the film instead of being fired. 

Lesson 2: Silence Fuels Speculation

Florence Pugh’s absence from much of the film’s press tour raised eyebrows.  As lead of the film, it was expected that she would be at red carpets or interview segments, however, her promotion of the film remained extremely limited. While she cited scheduling conflicts, her little participation—paired with indirect jabs on social media—only fueled rumors of behind-the-scenes drama. Without clear communication, fans and media ran wild with speculation, shifting focus away from the film itself.

PR Takeaway: If key figures are missing from the conversation, explain why—before someone else does. Even a brief, professional acknowledgment of Pugh’s limited availability would have controlled the narrative and prevented endless gossip.

Pictured Here: Cast of Don’t Worry Darling minus Florence Pugh, in an op-ed written by The New York Times

Lesson 3: The Internet Moves Fast—PR Needs to Move Faster

Then, there was Spitgate. A grainy video from the Venice Film Festival showed Harry Styles seemingly spitting on Chris Pine. It was probably just an illusion, but by the time anyone responded, the internet had already run with it. The lack of an immediate statement allowed the bizarre theory to take hold, dominating news cycles and overshadowing the film.

PR Takeaway: Social media rumors don’t wait for official statements. A well-timed, lighthearted response from Styles or Pine’s team, from a lighthearted selfie of the pair to a simple statement from either’s team, could have shut down Spitgate before it took over.

Pictured Here: Harry Styles seemingly spitting on Chris Pine, shown in this video

Final Thoughts: When the Scandal Outshines the Movie

By the time Don’t Worry Darling hit theaters, it wasn’t a film release—it was a scandal. The actual movie became an afterthought, proving that even in Hollywood, bad press isn’t always good press.

For PR professionals, this debacle is a reminder that a strong crisis strategy isn’t just about damage control—it’s about protecting the integrity of the message. Because in a world where the internet is always watching, staying ahead of the narrative is the real move.

What do you think? Have you seen other PR crises take over a film’s release? Drop your thoughts in the comments!