Resource Hub for Strategic Communication Professionals
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Make ‘Em Cry: CBC’s Impactful Storytelling
CBC: The National gave us a perfect example of how reporting can turn into beautiful storytelling. We break it down.
The Bookend: A Post-Event Email
Last week, we talked all about the ever-important “know before you go” email. But we’re all about closing the loop, so now it’s time to explore its equally important counterpart: the post-event email.
The Humble “Know-Before-You-Go” Email
One element that doesn’t get enough credit in event planning is the humble know-before-you-go email. It’s that final touchpoint that clears away all the “what-ifs,” helping attendees show up confident, informed, and ready to park and enjoy the experience. Here’s how to write a stellar one.
Find Your Niche: Spooky Lakes Month
When it comes to content, the temptation is to cast a wide net. Go broad, appeal to the masses, rack up followers. But those waters are crowded. The creators who stand out are the ones who pick a lane and stay there by offering something so specific that their audience can’t find it anywhere else. That’s where loyalty lives.
Take TikTok creator Geo Rutherford. She’s built an audience of 1.8 million followers around a single, unlikely niche: haunted hydrology.
Short Takes: Rock On, Anthropologie
If you are an Anthropologie shopper, you’re probably in on the joke that sometimes the brand sells seemingly simple products for laughably high prices. Here’s a short take on a prank that started circulating on social media — and how Anthropologie responded.
Lessons in Apologizing From a Beauty Guru
At just 25 years old, James Charles is one of the titans of the beauty influencer sphere. With his personal Instagram account amassing 20 million followers and his YouTube channel boasting 24 million followers, he’s one of biggest names in the beauty industry.
He’s also, we acknowledge, a controversial character. But despite the scandals, admissions, and allegations, he knows how to deliver one heck of a corporate apology.
The Art of Brevity
In a 2023 episode of Speaking of Psychology, Gloria Mark, PhD, chancellor’s professor of informatics at the University of California, Irvine, shared decades of research on how technology impacts our attention, mood, and stress. Her findings confirm what many of us have suspected: our attention spans have been steadily declining over the past two decades.
Oura’s Crisis Response: From Conspiracy to Clarity
When you offer a complicated product or service, you get the joy of doing double the work to ensure your message is understood. Often, this means taking off our marketing and PR hats for a moment and putting on our translator hats. We need to cut out the industry jargon that no one outside our ecosystem understands (what PR consultant Scott Merritt recently called “jargon monoxide”) and simplify processes until they’re clear at the most basic level.
What happens when you don’t? Oura, a company that makes wearable fitness tracking rings, learned the hard way.
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.