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Avoiding a PR nightmare | How to effectively respond to controversy and criticism

How to effectively respond to controversy and criticism

Linus Tech Tips (LTT), a popular technology review channel on YouTube, that has 15.5million subscribers and 80 employees, has been caught up in a frenzy of controversy.

In recent weeks, after a competing channel, Gamers Nexus, alleged LTT failed its "responsibility to do due diligence on a product" when it incorrectly tested an incompatible graphics card and labelled the device a ‘bad product’ -- a move Gamers Nexus’ CEO Steve Burke said could harm the product’s small manufacturing company Billet Labs.

Following this, a former social media manager at the company, Madison Reeve, revealed in an X post that the company is a toxic place to work where she was “inappropriately grabbed multiple times in the office” and colleagues would make inappropriate comments towards her which caused her to suffer from mental health issues. Linus Tech Tips CEO Terren Tong said he was in a “state of shock” after reading the allegations and stated an investigation from an external body would be conducted.

LTT also uploaded a 20-minute apology video, which now has 4.7million views, pledging to pause uploading for a week, saying it would improve credibility and reduce content. But the video was met with much criticism. Many said the apology was disingenuous, with some viewers pointing to the fact that the channel was continuing to make money off the apology – to this, LTT turned off monetisation feature for the video.

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