This week's PR Roundup features the McDonald's CEO who can't seem to catch a social media break no matter how many bites he takes, a new Onclusive report revealing which brands are winning the battle for global influence and a jar of Nutella spread that accidentally became the most talked-about brand in the universe—all without spending a dime.
McDonald’s CEO Back in News After Nugget Implosion
What happened: McDonald's CEO Chris Kempczinski cannot catch a (social media) break.
Kempczinski found himself back in the spotlight this week, following a viral incident from late February when a taste-test video he posted to Instagram—promoting the chain's new Big Arch burger—drew widespread mockery for his notably small, hesitant bite. The moment sparked imitation videos from executives at Wendy's, Burger King and even Costco.
This week Kempczinski addressed the incident in an interview with the Wall Street Journal. He proceeded to blame his mother for his minute chew, saying his mother taught him not to speak with his mouth full.
The WSJ interview was designed as a redemption moment—but instead it sparked a second wave of criticism. Kempczinski bit into a chicken nugget on camera, prefacing that he was "looking forward to taking a nice bite."
However, the bite did not satisfy the public, racking up over 540,000 TikTok views and fresh mockery.
@wallstreetjournalMcDonald’s CEO Chris Kempczinski, whose burger taste test went viral, explains how to eat on camera. 📷: David Hughes Jr. for WSJ♬ original sound - The Wall Street Journal
Communication takeaways: An aggressive social media campaign of a top company executive can put a big target on that leader, especially in an industry as competitive as fast food.
Curtis Sparrer, Principal at Bospar, says making Kempczinski so visible put everything he did under a microscope, including how he eats. He suggests leaning into a celebrity tour to repair his reputation.
“I'd pair Kempczinski with celebrities who are paid to eat on camera and make it an Eating Olympics,” Sparrer says. “Have Joey Chestnut, the reigning king of Nathan's Famous, teach him his best tricks. Bring in Meg Ryan, who made ordering a sandwich at Katz's Deli the most memorable meal in movie history. The point is: this is a deeply unserious conversation, and we should treat it accordingly [on social media]."
On the positive PR side, observers noted that the CEO showed no defensiveness or overexplanation in his interview video, and came across as genuine rather than scripted—which may be the redemption he (and the brand) was looking for.
Onclusive Report Ranks YouTube as the World’s Most Influential Brand
What happened: YouTube has claimed the top spot as the world's most influential brand in media, according to Onclusive's 2026 Brand Influence Rank Report. The study measures how effectively brands generate coverage, drive conversation and shape public narrative. The results show a clean sweep for tech, with all 10 of the top 10 most influential global brands being digital or tech-first companies.
Key findings:
- The full top 10: YouTube, Google, Instagram, Facebook, LinkedIn, Apple, Amazon, Microsoft, TikTok and ChatGPT
- ChatGPT entered the top 10 for the first time, reflecting the surging media footprint of AI-driven brands
- Google (53%), Facebook (51%), Apple (58%) and TikTok (58%) all recorded below-average positive sentiment—a byproduct of antitrust battles, regulatory pressure and platform governance debates
- Elon Musk ranked as the most influential CEO globally, with a media score nearly ten times higher than the next-ranked executive
Communication takeaways: The report also underscores the growing importance of CEO influence in shaping brand narratives. Musk ranked as the most influential CEO globally, driven by his multi-company visibility across Tesla, SpaceX, X and xAI. Sam Altman ranked second, with his influence fueled primarily by the rapid rise of AI as a global topic and high-profile appearances such as congressional hearings. Other top-ranking CEOs include Mark Zuckerberg (Meta), Jensen Huang (Nvidia) and Tim Cook (Apple).
Jennifer Roberts, Chief Marketing Officer at Onclusive, says the report reinforces a fundamental shift in the comms landscape.
“Influence is no longer just about brand size or reputation, but about the ability to generate sustained attention across media channels,” she says. “With the rise of AI search this shift is only set to continue. Digital platforms have a built-in advantage, but that visibility also brings increased scrutiny, thereby putting a ceiling on sentiment."
The Best Free Advertising is Out of this World for Nutella
What happened: A jar of Nutella became the breakout star of a NASA Artemis II broadcast this week. The unexpected viral sensation was spotted floating in zero gravity aboard the spacecraft where the jar drifted, turned and practically posed—label-forward, perfectly framed—delivering a product shot so pristine it looked storyboarded. Within hours, the clip rocketed across social media, with users calling it "the greatest free advert in history."
Some accused NASA of product placement, but the agency shut down that rumor, with Press Secretary Bethany Stevens stating that "NASA does not select crew meals or food in association with brand partnerships" and that "this was not a product placement."
Communication takeaways: Nutella's parent company Ferrero has not commented publicly, but the brand saw a significant surge in online mentions following the footage and made sure to take advantage of the video in prime newsjacking time.
Honored to have traveled further than any spread in history 🚀 Taking spreading smiles to new heights ❤️ pic.twitter.com/vDUJMi1qbS
— Nutella (@NutellaUSA) April 6, 2026
For PR pros, the incident is a striking example of how unscripted moments in high-interest environments can generate significant earned media value if you just pay attention and monitor brand mentions—no campaign budget required.
Nicole Schuman is Managing Editor at PRNEWS.