When Going Live Goes Left: What Brands Can Learn from the Adin Ross vs. Doechii Controversy

In the age of livestreaming, one careless comment can cost more than just public favor, it can cost partnerships, revenue and your reputation. Case in point: internet personality Adin Ross recently made headlines for calling artist Doechii “entitled” and labeling her an “industry plant.” The fallout took over social media. Ross lost two brand deals, including a lucrative advertising agreement. 

This isn’t just about internet culture, it’s a case study in the power of public relations and the dangers of mismanaging your platform. 

Live Doesn't Mean Loose 

As communications professionals, we understand the temptation of real-time commentary. The immediacy of livestreams can blur the line between authenticity and impulsivity. But let this incident serve as a reminder: livestreams are not casual corners of the internet. They are live and impact your reputation and your brand. And in PR, reputation matters. 

When Silence is a Strategy 

Ross could have used his platform to uplift, stay neutral or simply remain silent. Commentary without context often reads as careless, especially when it targets rising artists and marginalized voices. PR rule number one: if you don’t have a constructive point, say less or better yet, say nothing. 

Protecting the Brand: Yours and Theirs 

Ross’s remarks didn’t just damage his own brand, they affected the brands aligned with him. Companies invest in influencers because of perceived alignment with their values. When that alignment breaks, the relationship ends. It's that simple. 

At The Saunders PR Group, we specialize in helping brands and public figures navigate these waters. From media coaching and etiquette to crisis communications and brand reputation management, we help our clients show up intentionally, online and off. 

The Takeaway 

Your digital voice is your brand. Whether you’re a company, creator or executive, how you show up in real time can determine the strength of your brand equity. Don’t let a fleeting opinion cost you lasting opportunity. 

Looking to elevate your media presence or elevate and protect your brand from the unexpected? Let’s talk. Contact us at 614.702.4606 (Ohio) or 404.948.8040 (Atlanta), or visit thesaunderscompany.com