In the months leading up to the Nov. 8 presidential election, the PR bombs that have been dropped on (or by) each presidential candidate would have kept even the most seasoned PR pro up at night if it were their own brand dealing with media fallout. Both Hillary Clinton and Donald Trump have survived these bombs. On the eve of the election, mere percentage points in the polls separate them.
Here's how each candidate has remained standing after a number of media firestorms, with quick takes on PR tactics they've used for each crisis—be it diversion/pivoting, owning up, pleading ignorance or going on the offensive.
Hillary Clinton
The PR crisis: Concerns around Clinton's use of a private email server during her time as secretary of state have surfaced numerous times over the course of her campaign.
The delayed "owning up" response: Clinton admitted to her misuse of the server, stating on Facebook, "Yes, I should have used two email addresses, one for personal matters and one for my work at the State Department. Not doing so was a mistake. I’m sorry about it, and I take full responsibility."
The PR crisis: The Clinton Foundation, a nonprofit organization founded by Bill Clinton, has come under media and public scrutiny over its ties to the State Department during Hillary Clinton's tenure as secretary of state and potential conflicts of interest should Hillary Clinton be elected president.
The "on-the-offensive" response: The campaign's press secretary Brian Fallon appeared on MSNBC to fight pay-to-play claims against the foundation, stating, “Let’s get to the heart of this. What is at issue here is an attack, a reprehensible attack on a charity, the Clinton Foundation, that just shows the double standard that Hillary Clinton is being subjected to here."
The PR crisis: Leaked emails revealed some content from Clinton's paid speeches and receipt of sizable donations from Wall Street players like Goldman Sachs.
The "diverting responsibility" response: Clinton's campaign did not confirm the authenticity of the documents, but instead blamed state actors for the hack, diverting the focus to a possible Russian plot to help Trump win the presidency.
Donald Trump
The PR crisis: At a campaign rally, Trump appeared to mock a New York Times reporter who suffers from arthrogryposis, contorting his arms and joking, "Now, the poor guy—you ought to see the guy: 'Uh, I don't know what I said. I don't remember.'"
The "pleading ignorance" response: The candidate cited a lack of familiarity with the reporter in a Twitter post following the incident.
I do not know the reporter for the @nytimes, or what he looks like. I was showing a person groveling to take back a statement made long ago!
— Donald J. Trump (@realDonaldTrump) November 26, 2015
The PR crisis: Trump's 1995 tax records were obtained by the New York Times, suggesting Trump has not paid federal income taxes for over a decade.
The "political outsider" response: Trump posted to Twitter following the leak with the attitude of an outsider playing the system, firing back at the Times: "I know our complex tax laws better than anyone who has ever run for president and am the only one who can fix them." #failing@nytimes
The PR crisis: A behind-the-scenes "Access Hollywood" tape from 2005 was leaked, in which Trump boasts to show host Billy Bush that he grabs women by the genitals and there's nothing they can do about it because he's a star.
The "sharp pivot" response: When the tape came up during the Oct. 9 presidential debate, Trump owned up to his actions while turning the focus to counter-terrorism, stating, “I am embarrassed by it and I hate it, but it's locker room talk and one of those things. I will knock the hell out of ISIS. We're going to defeat ISIS.”
Both candidates came back swinging following their many crises, often going on the offensive when questioned by the media. Perhaps most importantly, both candidates stayed authentic to their brand at all costs. Only one of them will be president, but by our estimation they can share the Crisis-Resistant Championship mantle.
Follow Sophie: @SophieMaerowitz