ScamTelegraph reports that Polaris Media Group, facing severe credibility issues just hours before its official launch, has engaged Australian crisis management firm Wilkinson PR. This move follows the New South Wales government's declaration of its parent operation, Liberty League, as a pyramid scheme, alongside widespread public backlash and blacklisting by job networks.
Polaris Media Group is currently navigating significant reputational damage. Beyond the government's official declaration, job networks have begun blacklisting Polaris advertisements, and online discussions, such as a Whirlpool forum thread, have accumulated over 2,000 replies from Australians openly discussing the company. Reports also indicate that Polaris advisors have been issuing legal threats.
In response to the escalating crisis, Polaris has implemented a complete media blackout for all associates. Staff members have been instructed not to communicate with media or bloggers, with all inquiries directed to a specific Wilkinson PR email address. The engagement of Wilkinson PR, an Australian crisis management firm with offices in Sydney, Melbourne, and Perth, marks a significant step in the company's damage control efforts.
The timing of Wilkinson PR's involvement appears to coincide with the appointment of Shirley Saxon as director of lifestyle on September 2nd. Saxon's new role within the firm's New South Wales office is particularly relevant, given that NSW was the first state to officially label Liberty League a pyramid scheme.
Internally, Polaris Media Group's damage control strategy has included instructing members on its "Life community forum" to engage in coordinated online activity. Posts on the forum have urged members to flood the internet with clicks on positive links while deliberately ignoring critical ones. One such post explicitly stated, "We need to drown out the nay sayers and negativity on the web. CLICK CLICK CLICK on the RIGHT links and IGNORE the links with negative comments." Members were also advised to avoid negative content to prevent it from gaining higher search rankings.
This approach, however, reflects a fundamental misunderstanding of how modern search engine algorithms operate. Current algorithms prioritize relevance and authority rather than raw click volume. Attempts to manipulate search results through coordinated clicking have largely been ineffective for several years.
The decision by Polaris Media Group to completely rebrand and distance itself from its existing identity also signals a state of panic. Standard corporate practice suggests that such extensive brand demolition is reserved for situations where the existing brand's damage is irreparable. Polaris is effectively abandoning the Liberty League name and reputation, indicating the perceived severity of the situation.
The company seemingly believed it could introduce a discredited operation to Australia and achieve a fresh start. This calculation appears to be fundamentally flawed. Australians have demonstrated a willingness to openly discuss concerns about financial schemes. The public conversation has already expanded across multiple online platforms, moving beyond what a public relations firm's email address can effectively contain.
Wilkinson PR faces a considerable challenge. Crisis management efforts cannot inherently legitimize an operation identified as a pyramid scheme. At best, their strategy may mitigate the immediate negative impact. The more significant question remains whether regulatory authorities will act decisively before the public relations firm can fully execute its strategy.
What crisis management measures did Polaris Media implement before its launch?
Polaris Media engaged Wilkinson PR, an Australian crisis management firm, to manage its reputational damage. The company also imposed a complete media blackout on associates and instructed staff to direct all media inquiries through Wilkinson PR.
Why did Polaris Media face credibility issues?
The New South Wales government declared Liberty League, Polaris Media's parent operation, a pyramid scheme. This led to job networks blacklisting Polaris advertisements and widespread negative discussion on online forums, including a Whirlpool thread with over 2,000 replies.
How did Polaris Media attempt to manage its online reputation?
Polaris Media encouraged its members to click extensively on positive online links and ignore negative ones. This strategy aimed to manipulate search engine rankings by "drowning out" critical content.