Resource Hub for Strategic Communication Professionals
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A Tennis Match, a Hat, and a Crisis Response Gone Awry
The US Open is underway, and this year’s tournament is also serving up some great lessons in communications and marketing strategy. One match provided an important case study in crisis response.
Rebrand Regrets: What Cracker Barrel and Jaguar Teach Us About Change
You know the phrase, “if it ain’t broke, don’t fix it?” That old adage could have saved restaurant chain Cracker Barrel a world of trouble when it revealed plans to modernize its brand with a new logo and remodeled locations.
Cracker Barrel is known for its folksy feel and nostalgic décor. A little cheesy, yes, but intentionally so. But the new CEO, Julie Felss Masino, told investors that Cracker Barrel’s customer traffic had fallen 16% from pre-pandemic levels and admitted the brand was losing relevance, saying, “we are not leading in any area. We will change that.”
And change they did.
Avoid a Hot Mess from Hot Mics
Last week, President Trump was caught on a hot mic sharing details about his conversations with Russian President Vladimir Putin to French President Emmanuel Macron.
Regardless of your political stance, one truth remains: gaffes like these should never happen, and as much as we don’t love to point fingers, the responsibility primarily lies with the communications staff’s protection practices, but the principal will ultimately need to be hyper-aware and on message.
Does Your Hiring Process Leave the Right Impression?
As the saying goes, you get one chance to make a first impression. It’s true in life and in business.
Companies make first impressions every day. From potential customers and clients to strategic partners and key stakeholders, these impressions — favorable or not — are formed quickly and have lasting implications. A company that strategizes how to intentionally create a positive first impression is better able to lay the groundwork for a long-term relationship — paramount to any brand’s success.
Your Best Content Is Already Written
We see it all the time: organizations tying themselves in knots trying to churn out new content and falling into the trap of thinking content is going to be stale right after posting it. But new content is time-consuming and resource-intensive. What if you worked smarter instead of harder?
Was That Gwyneth Paltrow Video a Good Idea?
In the wake of their mega-viral scandal involving an affair between their CEO and CPO at a Coldplay concert, Astronomer hired Gwyneth Paltrow to serve as their “temporary spokesperson.” It was a bold move given Paltrow’s former involvement with Coldplay frontman Chris Martin. Was it a good idea?
Resource: The People and Partnerships Worksheet
At The EO Report we’re always working to build and share tools that help organizations listen and communicate better and collaborate more effectively. That’s why we’re excited to share a resource developed in collaboration with our partner at Kidsights Data: the People and Partnerships Worksheet.
Jet2’s Viral Moment Gone to Waste
A 2022 Jet2 commercial is providing the soundtrack for one of social media’s biggest trends this summer. The brand, though, hasn’t done much with the opportunity. Why?
Surprise and Delight: How to Create Unforgettable Moments
Whether it’s a free coffee, a handwritten note, a spontaneous discount, or a fast-tracked request, unexpected moments create buzz, build loyalty, and shape a reputation for standout service. And here’s the thing: you don’t have to have a big budget to surprise and delight your audience.
What a Sidewalk Can Teach Us About Listening to Our Stakeholders
If you look at an aerial view of Ohio State University, you’ll notice something unusual: a series of seemingly random sidewalks crisscrossing the main commons. But here’s the thing—they’re not random at all. They’re actually a lesson in listening to your customers.
Using Caution with Quotes
We love a good quote. When used well, they can carry the weight or set the tone of a whole campaign or message in just a handful of words.
But here’s the thing: use the wrong quote, and you can tank the message—and your reputation—quickly. Here are some tips for quoting responsibly.
Lessons from the Lake
The EO Report authors spent some time at the lake this June. A few communications lessons emerged from Erin’s vacation in Okoboji and Kelly’s vacation at the Lake of the Ozarks.
How to Give (and Get) Good Feedback on Marketing Projects
No matter what field you work in, you’ve experienced it. Someone gives you feedback, you nod, walk away... and think, “What am I supposed to do with that?”
In marketing and communications, feedback is part of the deal. Track changes and red pens don’t scare us—because smart marketers know feedback is a gift. But let’s be real: not all feedback is actually helpful. Here’s some advice to give (and get) good feedback.
Short Takes: A Boat and a Brand Collab
If you’ve spent any length of time on the internet in the past few weeks, it’s likely you heard about the mega-viral video series about the 29-year-old man who quit his job, liquidated his 401k, bought a sailboat, and planned to sail from Oregon to Hawaii with his rescue cat and minimal experience sailing.
One savvy marketer from E.L.F., the cosmetics company, saw a brilliant opportunity to make a splash (pun totally intended).
Diaper Drama: Costco’s Response to Consumer Backlash
Costco’s Kirkland Signature diapers are a staple in many households. They’re affordable, high-quality, and often the reason families justify the membership fee. They’ve built a bit of a cult following in the mom community.
But in January 2025, Costco announced they’d be switching diaper manufacturers—from Kimberly-Clark Corporation (maker of Huggies) to First Quality, the maker of Cuties diapers.
Moms panicked. Social media flooded with reviews criticizing the new diapers for being noticeably thinner. So how did Costco respond?
Lessons From the Reputation Re-Record That Never Dropped
Good communicators know how to seize a cultural moment to capture attention for their brand. Great communicators sense those moments coming, prepare in advance, and are first to jump into the conversation. Amazing communicators know how to make the most of it when things don’t go according to plan — a lesson illustrated by a couple of brands when Taylor Swift made a move we weren’t expecting.
The Maverick We Needed: Communications Lessons from Chancellor Emeritus John E. Christensen
Even if you’ve never set foot in Omaha or heard of Dr. John E. Christensen, his story offers something essential about how authentic leadership and strategic communication can move institutions and people forward.
Broadway Backlash: Lessons from the Dolly Drama
Back in December, Dolly Parton fans got a surprise: an open casting call for a new musical based on the country music legend’s life. The show’s team encouraged anyone to submit and post a video of themselves singing a Dolly hit. The best submissions, they said, would have a chance to participate in the show’s formal auditions. What went wrong?
Get Ready – GEO Is Here
Just when we were starting to feel like we’d mastered SEO, the digital landscape shifted again. If you’ve spent the last few years optimizing your content to rank high on Google, you’re not alone. But there’s a new acronym in town — and it’s going to change how you structure and optimize your web pages and social content.
Welcome to the era of GEO: Generative Engine Optimization.
Facebook's Ad Policies Require Early Planning
If you’ve ever tried to boost a post about a community event, a nonprofit initiative, or even a book club meetup, only to be met with a blunt “Ad Disapproved” message from Facebook, you’re not alone.
What many people don’t realize is that Facebook requires anyone who wants to run ads on topics it deems “social” or “political” to go through an ad authorization process. That includes verifying your identity, confirming your location, and disclosing who’s paying for the ad. Even if you’re not campaigning for office or lobbying Congress, you might still fall under these rules.
The best course of action? Take steps early to make sure you don’t run into roadblocks.