Resource Hub for Strategic Communication Professionals
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Good Good’s Bad, Bad Decision-Making
A 15-second social media ad has turned into a very expensive lesson in communications decision-making…Last week, Good Good posted an ad promoting its new driver with Callaway. In the video, co-founder Garrett Clark sees a woman reaching for the club, runs toward her, knocks her to the ground, stands over her, and tells her not to touch his new driver. It was apparently supposed to be funny.
Meet the Messenger: Jon-Stephen Stansel, Founder of Saturn 9 Media
In the communications field, few people understand social media as well as Jon-Stephen Stansel. A former English as a Second Language (ESL) Instructor at the University of Central Arkansas who fell into a social media career by embracing the very technology he once tried to keep out of his classroom, Stansel is an award-winning communicator with over 15 years of experience managing, building, and creating content for brand social media accounts.
As founder of Saturn 9 Media, he has worked on social media accounts for Amazon Prime's “Invincible” and “Hazbin Hotel” animated series, Hyper RPG, Better Place Forests, the University of Central Arkansas, Texas State University, the Texas Department of Transportation, as well as consulting for many television series, films, and small businesses.
As Director of Social Media for Chaotic Good studios, Jon-Stephen worked on social media strategy and content for “Avatar: The Way of the Water” and Amazon Prime Video’s “Lord of the Rings: The Rings of Power” among several other major entertainment franchises.
He’s also the author of “The 10 Principles of Effective Social Media Marketing,” a clear guide to mastering the fundamentals that work on any platform, in any trend cycle. (Keep reading to win a copy!)
In short, there's no one better to share their insights on social media, where the profession is headed, and the opportunities it can create. We're delighted to share our conversation with Jon-Stephen in this installment of Meet the Messenger.
Graphics Communicate, Too
Last week in Nebraska, another candidate threw his hat into the race for governor, joining Lynne Walz in trying to unseat Gov. Jim Pillen.
Former State Sen. Brett Lindstrom is taking the independent route, which means before Nebraskans can even decide whether to vote for him, he first has to qualify for the ballot. Anyone entering a statewide race this late already has an enormous communications challenge.
Unfortunately, the campaign made it just a little harder.
The initial campaign graphic featured a stylized outline of Nebraska...except it accidentally lopped off southeast Nebraska.
Calm in a Crisis: You Set the Tone
When an organizational crisis hits, tensions run high. You may be feeling stressed and overwhelmed yourself. But here's the most important thing to remember: As the communicator, your job is to set the tone.
Bauer’s Brand Protection Backfire
Recently, TikTok user @pavvythegoalie, a small creator who posts hockey gear reviews, shared a largely positive video reviewing hockey gear brand Bauer’s newest catalog. She has posted several complimentary videos about the brand before. She wasn’t a mega-influencer. She wasn’t angling for sponsorships. She just likes hockey gear.
So when the Bauer social media team reached out asking for her email to discuss a possible collaboration, she was understandably excited.
But when the highly anticipated email came through, she was instead rocked. Instead of a collaboration invitation, she received a cease-and-desist letter demanding she take down the video.
The Anatomy of an Apology: GoFundMe
Last week, GoFundMe made headlines when news broke that it had been automatically creating donation pages for nonprofit organizations without their knowledge or consent.
Eventually, the organization realized an apology was necessary and rolled one out. Here’s a breakdown.
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.
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.
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?
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.
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?
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?
The Streisand Effect in Action: How Belichick’s Interview Dodge Became the Whole Story
There’s nothing like a bad interview to get public relations pros buzzing, and last week, the industry was aflutter after former Patriots Head Coach Bill Belicheck granted an interview to CBS Sunday Morning to promote his new book.
While there were several moments that would spike your average PR person’s blood pressure, one question stole the spotlight from the entire interview. When asked how he and his 24 year-old girlfriend Jordan Hudson met, the camera pans to her shutting down the question with a terse, “We’re not talking about that.
The coverage on the moment exploded. Memes were created. That single moment, paired with a little bit of commentary about Belichek’s tattered sweatshirt, dominated stories and public discourse.
Public relations professionals call this spinout the Streisand effect.
The High Cost of Low Empathy: What Brands Can Learn from the Happiest Baby Controversy
A single social media post can make or break a brand, and how companies handle customer interactions matters more than ever —especially in moments of grief.
Southwest Drops a Beloved Perk—Then Fumbles the Fallout
For a company whose longtime slogan has been “Bags Fly Free,” the backlash was immediate. Combined with last year’s decision to eliminate open seating, customers felt like Southwest was rapidly losing its identity, along with any reasons to fly the carrier. What can we learn from this?
From American Riviera to As Ever: Lessons on Launching a Brand (The Hard Way)
Meghan Markle's lifestyle brand is now on launch #2. What can we learn from these high-profile repeat brand introductions?
Protecting Your Organization After Employee Separation
Recently, a post appeared on Burger King’s Instagram page announcing that they were firing their social agency of record, Dentsu, for failure to perform. The kicker? Ad Age reports Burger King denies any such thing. We can only speculate, but it seems possible the post was created by a disgruntled employee—current or former—from either the Dentsu or Burger King social teams.
Do I Delete That Comment?
Social media can be a powerful tool for engagement, but it also comes with the challenge of managing public commentary. When an off-topic remark, a negative critique, or outright hate speech appears in the comments section, the question arises: do you delete it? The answer depends on context, and having clear guidelines in place can help you navigate these decisions with confidence.
The Critical Role of Internal Communication During a Crisis
During a crisis, communications internally has to come first, and without a crystal-clear internal communications strategy, employees can be left in the dark, anxious, and unprepared to navigate the situation. Leaders in a crisis must move quickly and handle multiple tasks simultaneously. This is possible when you have a plan.