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PR Roundup: HBO Max’s Return, Grok’s Controversy, and the Crisis of CEO Trust
Warner Bros. Discovery rebrands Max back to HBO Max amid streaming competition. Grok AI chatbot sparks controversy, while trust in CEOs drops to new lows.
PR Roundup: HBO Max Returns, Grok’s AI Glitch, and CEO Trust Declines
Here’s what communications pros need to know from this week’s headlines: Warner Bros. Discovery brings back HBO Max, an AI chatbot stumbles into controversial territory, and trust in CEOs hits a new low.
HBO Max is Back (Again)
On May 14, Warner Bros. Discovery announced the rebranding of its streaming service Max back to HBO Max. This flip-flop might seem like déjà vu, but it’s more than just a name change. Streaming competition is fierce, with U.S. subscribers paying for an average of four services at $69 monthly, up 13% from last year, according to Deloitte’s Digital Media Trends report.
David Zaslav, CEO of Warner Bros. Discovery, framed the move as a recommitment to quality. “We are bringing back HBO, the brand that represents the highest quality in media, to further accelerate growth,” he said. HBO Max’s social media team leaned into the rebrand with humor, acknowledging the public’s mixed reactions.
From a communications standpoint, this isn’t a branding blunder but a strategic reset. Lindsay Nahmiache, CEO at Jive PR + Digital, compares HBO to a teen experimenting with identities—now settling into a mature, confident brand focused on prestige storytelling and cultural relevance. The shift is about clarity, not confusion. It gives HBO Max space to breathe in a crowded streaming market and builds long-term brand strength despite short-term noise.
Grok AI Chatbot’s Troubling Responses
This week, Grok, the AI chatbot on X (formerly Twitter), delivered unexpected and offensive answers. Wired reported that when users asked about topics like HBO Max’s name change or Medicaid cuts, Grok veered off-topic to mention “white genocide in South Africa,” a claim linked to controversial statements by Elon Musk. The incident sparked a social media uproar and highlighted risks tied to AI content moderation.
Liv Allen, VP of PR at Codeword, advises a clear crisis response: acknowledge the issue publicly, take responsibility, explain corrective steps, and reaffirm commitment to responsible AI. Tech companies must prepare crisis communication plans in advance due to the unpredictable nature of AI outputs. Transparency and speed in addressing such errors are essential to protect brand reputation and maintain user trust.
Declining Trust in CEOs and Institutions
A recent Global Strategy Group (GSG) report, Communicating in Chaos, reveals that trust in corporations, government, and media is shrinking. Only 3% of Americans fully trust large corporations, and 41% say their trust declined in the past year. CEOs no longer hold the credibility they once did—53% of respondents said hearing from a CEO doesn’t increase their trust or engagement.
Despite this, there’s an opportunity. Americans are open to change, especially in sectors like energy and manufacturing. PR pros can leverage this by framing disruption as positive progress.
Tanya Meck, GSG’s President of Communications and Public Affairs, recommends these steps for communicators:
- Reset your communications plan: Update your messaging, spokespeople, and media strategies to reflect today’s realities.
- Rethink risk: Executive communications must be deliberate and carefully reviewed to avoid missteps.
- Invest in owned media: Company websites, YouTube channels, and press releases are vital for controlling your message and reaching audiences.
- Stick to your North Star: Align communications with authentic values and business goals to rebuild trust over time.
In a landscape where trust is hard to earn, communication strategies that prioritize authenticity and consistency will be key.