Resource Hub for Strategic Communication Professionals
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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.
Not a Luxury, A Need: A Crisis Comms Plan
A crisis plan is often a neglected area of communications planning—until a crisis hits, leaving you scrambling. No organization–regardless of how outstanding its work–can escape reputational risk, and a poorly managed crisis can escalate quickly into a full-blown PR disaster.
What Does Waffle House have to do with Hurricanes?
Even as unofficial channels, brands and influencers can play an important role in helping with disaster preparedness.
Clarity Rating Scale: Comms Lessons from an On Air Panic Attack
Your are a meteorologist, and you have a history of panic attacks. The very place you need to work — the green screen — is a trigger for you. What do you do?
Storm Response Excellence: A Leader’s Internal Email Praises OPPD and Models Great Comms
I received the note below from Omaha World-Herald alum and Comms Pro Erin Grace sharing her praise for Omaha Public Power District’s (OPPD) communications to clients following a wind storm that took out power to over 200,000 homes, some for over a week, with highs in the 90s.
Strategic Comms Missteps and Tech Failures: A Tale of Two Scenarios
While technology can amplify messages and streamline information dissemination, its improper use or technical failures can lead to significant miscommunications or even security risks.
Don't Get Duped: Effective Ways to Counteract Misinformation
The field of strategic communications functions on the tenets of accuracy, timeliness, clarity, and truth. Misinformation undermines these principles.