PR Lessons From The Latest Internet Drama - Alani vs Influencer
The Internet Never Forgets – and Neither Do Content Creators
In 2025, brands should know better than to take content from creators without giving credit. Yet, Alani Energy Drink found itself in hot water after influencer Courtney Klang accused the company of using her content without permission—or even a simple tag. What followed was a textbook case of how not to handle social media backlash. This controversy serves as a masterclass in PR mistakes and lessons that brands must learn to navigate the digital landscape successfully.
What Happened Between Courtney Klang and Alani Energy?
The drama began when Courtney Klang, a social media influencer, noticed that Alani Energy Drink had reposted content strikingly similar to hers without acknowledgment. Rather than reaching out, crediting her work, or offering compensation, the brand attempted to bury the issue by ignoring her comments—and allegedly deleting them. In an era where social media thrives on transparency and accountability, this backfired spectacularly.
Soon, internet users rallied behind Klang, calling out Alani for its lack of respect toward content creators. The controversy could have been mitigated with a simple acknowledgment or a collaboration offer, but instead, Alani’s response (or lack thereof) only fueled the outrage. The lesson? Social media isn’t just a broadcast platform—it’s a conversation, and ignoring it comes at a price.
PR Lessons Brands Can Learn
1. Give Credit Where It’s Due
Stealing content in 2025 is a bold (and bad) move. Consumers are more aware than ever of intellectual property rights, and failing to credit creators can instantly turn potential brand advocates into vocal critics. If a company admires a creator’s content enough to use it, the least it can do is tag them. A simple acknowledgment can turn a PR disaster into a mutually beneficial collaboration. Instead of negative headlines, brands can build goodwill with influencers who already have engaged audiences.
PR Takeaway: Always credit content creators, and when in doubt, ask for permission before using their work.
2. Transparency Is Key—Deleting Comments Makes It Worse
Alani’s alleged decision to delete Courtney Klang’s comments escalated the issue rather than resolving it. The internet has a long memory, and social media users are quick to take screenshots. Trying to erase a mistake instead of addressing it only makes a brand look guilty and deceptive.
The golden rule of crisis management? Own up to your mistakes. If a brand messes up, it should acknowledge the issue, apologize sincerely, and outline steps to make things right. Consumers appreciate honesty far more than cover-ups.
PR Takeaway: Transparency builds trust; deleting comments and ignoring criticism destroys it.
3. Turn Controversy Into Collaboration
Creators offer brands free promotion, so why turn them into enemies instead of allies? Alani Energy had a golden opportunity to convert this situation into a partnership. By recognizing Klang’s content and reaching out for a collaboration, the brand could have flipped the narrative from controversy to celebration.
Influencer marketing is more effective when it’s built on mutual respect. Companies that treat content creators as valuable partners—not just free advertising sources—will earn long-term credibility and consumer loyalty.
PR Takeaway: When a creator calls out your brand, don’t react defensively—engage and explore ways to collaborate.
4. Consumers Expect Brands to Be Accountable
The modern consumer values authenticity and accountability. Brands that attempt to silence criticism instead of addressing it head-on will face the wrath of social media. Taking responsibility isn’t a sign of weakness—it’s a sign of integrity.
Alani could have released a public statement acknowledging the situation, apologizing, and committing to better practices in the future. Instead, by choosing silence, they allowed the backlash to snowball, making it a bigger issue than it needed to be.
PR Takeaway: When mistakes happen, own them. A sincere apology and corrective action can prevent long-term reputational damage.
5. Social Media Is a Conversation, Not a One-Way Street
Many brands still see social media as just a marketing tool, but in reality, it’s a dynamic conversation. Engagement matters. When customers or influencers interact with a brand—especially with concerns—it’s crucial to respond thoughtfully. Ignoring issues only amplifies them.
The brands that thrive on social media are the ones that actively engage with their audience, foster genuine connections, and treat their followers with respect.
PR Takeaway: Social media success is about conversation, not control. Listen, engage, and respond appropriately.
Final Thoughts: The Cost of Ignoring PR Best Practices
The Courtney Klang vs. Alani Energy drama is a cautionary tale for brands that fail to understand the power of social media. In an era where content creators play a massive role in shaping brand perception, companies must prioritize ethical marketing practices.
If Alani had simply credited Klang, acknowledged her concerns, or even turned the situation into a collaboration, this controversy could have been avoided altogether. Instead, the brand now faces damage to its reputation and potential consumer distrust.
For businesses looking to avoid similar PR nightmares, the formula is simple:
Give credit to creators
Be transparent and own mistakes
Engage in meaningful dialogue instead of deleting criticism
Turn controversies into opportunities for collaboration
Remember that authenticity wins on social media
Brands that follow these principles won’t just avoid PR disasters—they’ll build lasting trust and loyalty in the process.
