A recent incident at the Miss Universe organization offers a stark case study in poor leadership and public relations management. During a live-streamed event, executive Nawat Itsaragrisil publicly reprimanded a contestant, Miss Mexico, creating a scene that quickly spiraled out of control and damaged the brand’s image. The event serves as a textbook example of how not to handle internal disputes, highlighting critical lessons in communication, conflict resolution, and professional conduct.
The conflict originated from an operational issue: Miss Mexico’s alleged failure to participate in a mandatory promotional activity. A professional organization would typically handle such a matter through private channels, discussing it with the contestant and her national director to understand the circumstances. Instead, Itsaragrisil chose the most counterproductive approach possible: a public confrontation during a live broadcast. This decision immediately escalated a minor administrative issue into a major public spectacle, putting the contestant on the defensive and violating basic principles of respectful workplace conduct.
The situation worsened with the executive’s communication style. Resorting to name-calling by referring to Miss Mexico as a “dummy” was unprofessional and demeaning, undermining his own authority and creating a hostile environment. When the contestant, Fátima Bosch, calmly asserted her right to respond, the executive failed to de-escalate, instead challenging her further and ultimately calling for security. This sequence of actions demonstrated a complete loss of situational control and turned a manager into a bully in the eyes of the audience and his own team—the contestants.
The internal reaction was a clear indicator of failed leadership. The chorus of “no” from the room and the decision of several contestants, including the reigning titleholder, to walk out in solidarity was a massive vote of no confidence. It signaled that the executive’s actions had alienated the very people he was meant to lead, fostering a culture of fear and disrespect rather than one of collaboration and mutual support. The attempt by Miss Bonaire to mediate was the voice of reason the leadership should have provided from the start.
In the aftermath, the public apology issued by Itsaragrisil felt reactive and vague, doing little to repair the reputational damage. For any organization, this incident is a cautionary tale. It underscores that effective leadership requires emotional intelligence, the discretion to handle disputes privately, and the ability to treat all members of a team with respect, regardless of their position. The true cost for Miss Universe is not just a temporary scandal, but a long-term tarnish on its brand as a platform that empowers women.
