Resource Hub for Strategic Communication Professionals
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The Next Step Coin: Stories That Save Lives
At The EO Report, we believe talented communicators use their craft to tell stories that matter – stories that create change, stories that endure, and stories that serve the greater good.
Brandon Sanderson understands that responsibility deeply.
Meet the Messenger: Emily Poeschl
In honor of our 100th edition, we’re launching a new segment at The EO Report: Meet the Messenger. It’s a chance to tap into the minds of some of the most thoughtful and experienced communications professionals in the field. Each installment will share hard-earned advice, lessons from the moments that didn’t go as planned, and insights on how our craft is evolving.
We’re kicking things off with our good friend Emily Poeschl, brand communications manager at Mutual of Omaha.
Short Takes: The Turkey Talk-Line
Butterball, brilliantly, doesn’t just sell you a turkey: they give you all the tools to succeed from “how big of a bird should I get?” to “Why is it doing that!?”
Every year from Nov. 1 through Christmas Eve, 50 trained Turkey Talk-Line experts help more than 100,000 anxious cooks get dinner across the finish line. Phone, text, email, live chat – whatever has you panicking, they’ve got a channel for helping.
The Season of Gratefulness
It’s the season of gratefulness, and the research is clear: the more time we spend noticing what’s good, the healthier we are. Not in a vague, inspirational-poster way, but the real stuff that steadies us and reminds us we’re part of something larger, something made of presence, connection, small beauties, and the kind of perspective that outlasts any to-do list or crisis moment.
So I try to pay attention. And here’s what comes to mind as I write about gratefulness.
Lessons from Cub Scouts Pack #365
The Cub Scouts behind this story had more than candy on their minds this Halloween.
As some of the pack members headed out in their costumes through the Dundee neighborhood in Omaha, NE, one of the boys happened to mention his troop’s upcoming food drive while trick-or-treating at one of the homes.
That single moment could have ended there, but it didn’t.
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.
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.
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?
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?
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).
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?
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.
Short Takes: The Ordinary’s Un-Ordinary Marketing
The Ordinary-branded cartons of eggs started popping up in two New York City locations, selling for $3.97 in a city where eggs currently are selling for over $5 a dozen. Was the PR stunt a good move or a flop?
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.
How Poppi is Fizzing Back Up After Influencer Campaign Falls Flat
Poppi, a soda alternative, launched its first Super Bowl ad campaign this year. To generate buzz in advance of the game, they sent Poppi-filled vending machines to the homes of TikTok influencers.
Consumers hated it and were immediately fired up about the campaign’s direction, criticizing Poppi’s spending on an expensive brand activation that benefitted already wealthy influencers.
The Risks & Rewards of Co-Branding with The White Lotus (AKA Murder Marketing)
Co-branding can be a powerful tool—when done right, it elevates both partners, creating a PR boost that neither could achieve alone.
Take, for example, the unexpected yet wildly successful partnership between HBO’s The White Lotus and the Four Seasons.
How a Trash Can Helped Bring a Team to Victory
Yep. In a tradition that very quickly became a national sensation this year, the UNO Mavericks have turned a locker room celebration into a major communications and public relations opportunity, while also building fan culture.
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?