How EJ Obiena once vaulted over a PR crisis

MANILA, Philippines — The Philippines' top pole vaulter and Olympian EJ Obiena faced a challenging moment when he became the subject of a controversial accusation last October 2023.

However, the 29-year-old athlete demonstrated grace under pressure, addressing the claims with professionalism and composure. His dignified response not only refuted the allegations but also earned widespread praise. Ultimately, the accuser issued a public apology, acknowledging the false nature of the claims against him.

Behind the scenes, Obiena’s coach and mentor, James Michael “Jim” Lafferty, played a vital role in guiding the athlete through the ordeal. Lafferty, a seasoned executive coach and motivational speaker, provided strategic PR and crisis management support to help Obiena navigate the situation effectively. Known for his dedication to nurturing athletic talent, Lafferty has also mentored other Filipino Olympians, including long jumper Marestella Torres-Sunang.

“Whilst I have long stated that EJ Obiena is a world-class athlete, yet an even better human being, he, like all celebrities, has been unfairly embroiled in various controversies,” Lafferty recalled.

Lafferty highlighted Obiena’s remarkable ability to overcome challenges, including handling multiple crises over the years. Despite these hurdles, Obiena went on to rise and become the world’s No. 2 pole vaulter, Asia’s top man in the sport, a member of the six-meter club, and now a two-time Olympian.

Recognizing a broader need for expert crisis management among businesses and public figures, Lafferty, who also serves as the chairman of Katapult, one of the country’s leading end-to-end marketing solutions providers, took action.

“Sensing the need to better serve EJ and other clients, Katapult has established a new PR and Crisis Management division as of January 1,” Lafferty said.

Lafferty is collaborating with media head Anika Basa and data analytics chief David Rosario to ensure the seamless integration of services.

The launch of this division underscores Katapult’s commitment to helping clients navigate challenges while safeguarding their reputations and achieving sustainable growth.

Lafferty’s leadership experience spans over three decades, during which he has held CEO roles at multinational companies such as Procter & Gamble, Coca-Cola, British American Tobacco and Fine Hygienic Holding. His proven track record of driving success across industries makes him exceptionally qualified to lead Katapult’s PR and crisis management division.

CEO Francis Uy highlighted Katapult’s comprehensive approach: “Katapult was born as a digital-first company with a sniper-shotgun strategy — combining precision targeting of specific consumer personas with broad-reaching campaigns that maximize impact. By leveraging insights from our AI-powered platform, we not only drive marketing success but also provide a robust safety net for brands navigating crises. With our expanded services, including PR and crisis management, we ensure our clients’ reputations are protected and their stories resonate in even the most challenging situations.” 

Rosario’s team enables hyper-precise consumer targeting, fostering authentic campaigns and lasting connections. Together with Basa’s team, they seamlessly execute the Sniper-Shotgun Approach — combining the wide-reaching impact of a shotgun with the pinpoint precision of a sniper rifle to deliver tailored ads that drive maximum impact.

Discover how Katapult can help safeguard your brand's reputation and lead you through any crisis with precision and expertise. Reach out today to learn how they can support your brand's continued growth, no matter the challenges ahead.

For more information, visit katapultdigital.com.