Category Archives: in the news

What the Seattle Seahawks can teach us about the risks of going off the record

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Seattle Seahawks Head Coach Mike Macdonald thought he was simply sharing a confidence.

Instead, it became news.

During a conversation with journalist Graham Bensinger, Macdonald described a dispute with Denver Broncos Head Coach Sean Payton. Before the teams’ 2024 season opener, Seattle had reviewed roughly 100 videos of Denver’s training camp posted by fans on social media. According to Macdonald, Payton accused the Seahawks of cheating after learning about it.

The conversation later appeared in a published clip on Bensinger’s show. 

After the clip started making its rounds on social media, Macdonald quickly defended himself, saying his remarks were off the record and were not intended for public use. He even called Payton to apologize and publicly acknowledged his mistake.

Macdonald also said he believed the conversation took place before the official interview began, claiming Bensinger knew they were off the record.

That distinction did little to prevent the fallout. Even Bensinger acknowledged it was an off-the-record conversation.

A story Macdonald expected to remain between professionals now required a public explanation and an apology.

There is a public relations lesson here for anyone who speaks with the media: If you do not want to see it published, don’t say it.

A casual conversation is still a media conversation

An interview often starts before the first formal question.

There may be small talk while cameras are set up. A reporter may ask a follow-up while packing away equipment. A familiar interviewer may make the exchange feel more like a conversation between friends.

There is no guarantee parts or all those conversations will be kept private.

After several interviews with the same reporter, an interviewee may feel comfortable sharing an internal disagreement, criticizing a competitor or discussing an unannounced decision.

But familiarity does not change the consequences when those comments become public. The interviewee’s words can affect relationships, employee confidence and customer trust.

Macdonald’s experience shows how quickly an informal exchange can become the main story.

‘Off the record’ requires more than an assumption

Off the record is a reporting agreement that often starts with interviewer-interviewee agreeing to basic ground rules for that conversation. The Associated Press specifically advises discussing those terms explicitly because they are often misinterpreted.

The existing reporting on this story does not establish if such an agreement existed for Macdonald’s conversation with Bensinger.

The interviewee cannot assume a conversation is private simply because the formal interview has not started. Nor can they share something sensitive and then decide it should be off the record.

The safest approach is to stay on the record. If information is not ready to be public, don’t discuss it with a journalist for any reason. This approach removes the need to rely on an off-the-record agreement that could be misinterpreted. It also helps spokespeople maintain the same discipline throughout the interaction.

The private remark became the public issue

Once a sensitive comment appears in the media, explaining it was not intended for publication likely won’t resolve the issue.

The audience has already heard or read it. A competitor may want an explanation. Employees may question whether the remark reflects leadership’s position. Reporters may seek additional details.

An interview intended to highlight an organization’s good work can quickly spiral into a piece that questions its leader’s judgment.

Macdonald’s apology addressed his relationship with Payton. It could not make the published comments disappear.

Good PR teams will prepare interviewees for the entire media interaction with the following best practices:

  • Treat every exchange as on the record. Maintain the same care before, during and after the formal interview.
  • Set boundaries before speaking. Identify confidential information, sensitive relationships and topics that require an approved response.
  • Avoid using interviews to vent. A candid complaint about a competitor, colleague or customer can become a damaging headline.
  • Practice a simple response. Set a boundary without revealing the details.

Interviewees do not need to share every story or answer every question to build a productive relationship with a reporter. They can be personable, helpful and direct while bridging to protect information they are not prepared to discuss publicly.

The lesson extends well beyond football. Before sharing a sensitive remark, consider how it would read with your name and organization attached.

If you would have to explain why it should never have been published, the better decision is to leave it unsaid.

What the New York Giants’ injury update teaches us about the risks of speculating

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In Week Two of the NFL season, New York Giants star quarterback Jaxson Dart suffered a frightening knee injury against the Los Angeles Rams on Monday Night Football. 

Some doctors who analyze NFL injuries on social media speculated from watching the replay that he might have torn his MCL or ACL; a potentially season-ending injury.

Shortly after being taken off the field, Giants General Manager Joe Schoen told ESPN sideline Reporter Laura Rutledge Dart was “going to be OK.” 

By Tuesday, the outlook completely changed. 

An MRI revealed a more serious injury than originally expected. By Wednesday, Dart opted for season-ending knee surgery. 

News coverage of this sudden about-face prompted questions from fans and the media: Why had Schoen told a national TV audience Dart was “going to be OK” when he clearly wasn’t?

There is a public relations lesson here for anyone asked to speak during a fast-moving situation.

Reassurance can sound like a diagnosis

Schoen may simply have wanted to reassure fans Dart would ultimately be OK. We can’t know exactly what he intended. But the audience heard something more specific: Their quarterback would be fine.

In the heat of the moment, Schoen—a trusted authority figure in the world of the NFL and its faces—offered reassurance, seemingly based on his own speculation. They should have waited for the MRI. Team representatives could have simply shared what they knew without speculating.

For example, Shoen could have told fans: “Dart is being evaluated for a knee injury. We won’t know the extent until tomorrow’s MRI.”

Speculation from a trusted authority can sound like a definitive statement. It can drive fans, as well as the team itself, to make assumptions that have real-world consequences. If the facts change, the public may question the organization’s credibility and how it communicates.

The early reassurance became the story

When new information contradicts an earlier message, attention shifts. Dart’s injury remained the most important issue, but fans and reporters also began asking why the Giants sounded so certain before the MRI. That inconsistency drew swift scrutiny. It also raised questions about Schoen’s credibility and whether fans can trust the team’s next update.

That is the cost of avoiding speculation and delivering false certainty. Schoen could have been passing along exactly what he had heard from the medical staff. It would not change how his words landed. As the person speaking for the organization, he was responsible for leaving room for circumstances to change or evolve.

This lesson applies well beyond sports. A company facing a service outage may believe its systems will be restored quickly. A business investigating an incident may have an encouraging first report. In either case, an executive can create a second problem by turning a preliminary view into a promise.

When an update is needed before all the facts are in, spokespeople can:

  • Prepare before speaking. Take a step back, anticipate questions from the media and agree on what has been verified. 
  • Lead with what is confirmed. Share what happened and what the organization knows so far. 
  • Name what remains unknown. Make clear which conclusions depend on further testing or investigation. 
  • Set a realistic next step. Tell people when to expect another update without predicting what it will say.
  • Align on the message before an incident. Prepare for these types of fast-moving PR situations in advance by creating simple holding statements with the people who have the facts. In the Giants’ case, their leaders, medical staff and communications team should have aligned, before the season, on proper messaging for an injured player during the game.

The pressure to say something reassuring is real. Silence can feel evasive, especially when people are worried. But an honest update does not require a confident forecast. Share what is confirmed and be honest about what is yet to be known. For the Giants, that meant acknowledging Dart’s knee injury and explaining the team needed the next day’s MRI to determine its extent.

Schoen would have been in a stronger position with Giants fans and the NFL media if he had said this plainly. In a hectic moment, lack of a definitive response might feel unsatisfying; however, it is better than promising an outcome that may not result.

Widow’s Bay: Communications Lessons from this Year’s Emmy Darling

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Photo by AppleTV

This week’s 78th Primetime Emmy’s saw a dark horse sweep the comedy categories. The Apple TV hit “Widow’s Bay” won a historic 14 awards, breaking the record for most awards won in a single night by a freshman comedy.

For those who haven’t yet tuned in, the series centers around a fictional New England island community afflicted by a strange curse that manifests in different supernatural occurrences terrorizing residents. We follow Mayor Tom Loftis—played by Matthew Rhys, who nabbed two lead acting awards at the Emmy’s this year—as he tries to turn the town into a tourist hot-spot and bring the island into the 21st century.

The show’s inciting incident is a familiar set up for PR professionals. Miraculously, Rhys’ character secures a visit from a New York Times travel reporter to profile the town. However, we quickly see the idyllic charm presented to the writer is only a veneer for something much more sinister. The mayor’s endeavors, while often misguided, offer a look at the power of earned media and how leading with false promises can end badly. 

The Value in Third Party Validation  

Widow’s Bay invites viewers to witness how off-putting the mayor’s aggressive self-promotion appears. It isn’t until The New York Times, a well-known and trusted publication verifies the town’s potential as a charming, coastal getaway that the tourism floodgates fully open. 

Fans of the show watch as the reporter enjoys a picturesque Cape Cod-like experience on the island, while any threat to image the mayor is promoting is snuffed out or concealed. Consequently, an idyllic experience is what the reporter conveys to readers, resulting in a flock of visitors to the island. The show accurately represents the hoped-for or intended outcome of earned media—building trust and credibility to ultimately affect peoples’ perceptions and behavior. We take issue with the deception or concealed realities—always something to be avoided in public relations—but the impact, especially in a world where consumers rely on AI search results fueled by earned media along with online reviews, aligns with the core function of good public relations.

Unfortunately, once the tourists arrived, the island’s penchant for the macabre begins to seep through. Earned media lends brands a sense of credibility, but it’s up to the organization and its leadership to deliver the proof. 

Reputational Risk

From the beginning, Rhys’s portrayal of the mayor is of someone frequently trying to cover up the town’s sordid past from being exposed, first to the reporter and later the tourists themselves. In his attempt to boast Widow’s Bay as a dream destination, the mayor turns a blind eye to the reputational risk the island faces by welcoming tourists when a dangerous supernatural awakening is afoot. Eventually, this deferred reality puts residents’ and tourists’ safety at risk. 

While most organizations are unlikely to withhold a supernatural curse from the public, transparency should still be part of any communications strategy. 

Skeletons in the closet? Share them with your public relations team. This means being open with your communications partner about any potential risks. The PR team can only help to address issues of concern if they are shared, with recommendations to resolve them and maintain control over the narrative. When management views are shaded through rose-colored glasses, a good PR team can come in with a strategic view looking at how the company and its news could be viewed from a variety of perspectives. But the organization has to be willing to acknowledge where perception and reality fail to meet and act to resolve those gaps.

Crisis Communications 

Without diving too deeply into spoiler territory, the final episode of the season sees Mayor Tom Loftis reckoning with the warning signs he tried to ignore. In his attempt to modernize the community and revive their struggling economy, he let the town’s warnings mushroom into a full-blown threat, risking the safety of everyone on the island. As a result, other members of his office are left to navigate a crisis with minimal framework and little guidance from their leader, further souring tourists’ impression of the town. 

The best time to start planning your crisis communications is well before a crisis happens. The Widow’s Bay mayor failed to acknowledge a crisis, despite all the warning signs. Business leaders can’t afford to make that mistake. Working with communications partners to see where and how they can get ahead of issues before they escalate into full-blown reputational threats is often challenging, but ultimately goes a long way to protect all those involved. A good PR team will help you prepare thoughtful messaging that leads with empathy and focuses on the facts. 

It remains to be seen how Tom Loftis’ bungled PR strategy will impact the fictional town’s fate in the next season. In the meantime, we can learn from his missteps and point to the value of a comprehensive communications strategy that respects the value of third-party validation, considers reputational risk from every angle and prepares for the worst.  

What does Widow’s Bay teach us about PR? Good PR can put your business on the map, but make sure you understand just what could rise up from below before you summon its power.

Claude Mark: Why AI writers can no longer hide

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For those who felt AI had given them license to embrace their inner-but-challenged wordsmith persona, August 10, 2026 will forever be a black mark on their calendars. 

That’s the day Anthropic, the company that created AI tool Claude, announced it will now embed what it called an “imperceptible watermark” directly into all AI-generated text. In practical terms, if a user employs Claude to write, edit or refine any text, that AI watermark will follow said text forever. You can download or copy and paste the text; either way, that text carries an AI Scarlet Letter for all to see. 

TechCrunch reported Anthropic’s move was designed to comply with the European Union’s AI Act, and more specifically, it’s Transparency Code. The Act took effect on Aug. 2. Other companies offering AI platforms, according to TechCrunch, have also committed to complying with the EU’s AI Act. Generally, this likely means all AI text will eventually bear watermarks.

AI users should proceed with caution. Even if one were to write an op/ed or other contributed article and merely run it through AI for a grammar check or simple edit to tighten language, that original content—once inserted into a Claude AI platform, and likely others in the future—will be watermarked as AI generated.

For business and nonprofit executives who regularly submit thought leadership content to third-party publishers, this development may cause any content touched by AI even slightly to run afoul of an outlet’s writers’ guidelines. The result could lead to rejection of the article or an outright ban of the author to make future contributions to the outlet. It all depends on the outlet’s AI particular policies. 

For the AI-built Colleen Hoover wannabes out there, this latest AI development appears to be a potential roadblock to the write-without-much-effort movement AI seems to have fostered. However, for those seeking genuine creativity and deep, experiential expertise across a range of content types, this development is a good thing. It forces writers and those who aspire to write to embrace an essential truth: write what you know; not what Claude or others know. This is a net positive for the writers as well as the readers. It also helps to better safeguard authenticity. 

For executives looking to share their thinking within their industries or broader communities, understanding the burgeoning restrictions on AI content and how third-party publishers are handling AI-generated or edited content is paramount. Expert commentary and content have long been a central element of any reputation management program. AI offered the potential to put this at risk. Handled correctly, with care and understanding of the perspectives of publishers, companies and non-profits will be better prepared to recognize and abide by guardrails put in place to ensure genuine and original thinking still hold sway in the writing process. And, of course, a good public relations team can further ensure those reputations are better protected, the content is original and no executive is harmed by the use of artificial intelligence.

What Does Artificial Intelligence Say About Your Company’s Reputation? 

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When Google released their Analytics platform in the early 2000s, the traditional playbook businesses had used to market themselves, demonstrate credibility and measure those efforts had to be completely reworked. 

And here we go again. 

In the years that have passed since the launch of Google Analytics, tech experts have been working diligently to take us to the next level – to harness, organize and act upon volumes of data. 

Enter artificial intelligence (AI). 

What was once a game of improving a business’ search engine optimization (SEO) ranking through keywords, backlinks and other factors, has now evolved into a new challenge of demonstrating credibility to the Large Language Models (LLM) that are fast becoming the first stop for many in how information is discovered and understood. 

The rise of AI search 

According to a survey by McKinsey & Company, 50% of consumers were using AI-powered search as of October 2025. As AI tools become more sophisticated, that percentage is likely to rise, making it critical that brands begin addressing their AI search credibility. With this increase in popularity, business leaders will find that consumers assess their business’ authority and trustworthiness based on AI’s interpretation of the organization’s online presence. 

Platforms like ChatGPT or Google Gemini pull from a wealth of data points that analyze brands based on factors such as how often a brand is mentioned in the media, expertise on a subject and more. In short, AI platforms depend on third-party credibility to rank trustworthiness. 

Measuring trust 

The data points and rules in place for AI platforms to analyze information are constantly changing based on a multitude of factors. However, because the internet is flooded with generic and increasingly less credible AI-generated content, AI platforms tend to prioritize third-party validation. Thought leadership content, interviews and mentions on reputable media sites including national, regional, business and industry trade press are considered highly credible by AI platforms and feed search summaries. 

LinkedIn is another area AI is increasingly prioritizing for search queries. However, AI search algorithms rely more on how other users reference and interact with a brand across LinkedIn including posts, newsletters, articles, videos and more rather than the LinkedIn posts a business publishes on their own page. 

AI is a moving target

As business leaders look to better understand AI-powered search and improve their brand’s credibility in search queries, they should keep in mind that the technology is ever changing. 

Beyond the platform updates and expanded capabilities, regulatory scrutiny is shaping the future of AI search and will likely continue to do so for years to come. But that should not discourage businesses from investing in their online presence. In fact, it makes a strong case for continued or even additional investment in earned media coverage, thought leadership, owned content and more. Beyond AI-powered search, these communication channels offer businesses more control of their company narrative and their reputation. 

While business leaders cannot manipulate how AI platforms respond, they can have a hand in some of the authoritative information online about their company that is feeding AI’s algorithms. As AI search evolves, the companies investing in building credibility through earned media, thought leadership and thoughtful owned content are building a digital reputation best positioned for success now and into the future. 

Houston, We Have a Problem: A Female First Campaign Lost in Space

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Pop star Katy Perry, news anchor Gayle King and four other high-profile women launched into space this week with high hopes of inspiring a swell of female empowerment. But, the Blue Origin 11-minute flight—carrying six glamorous women in full make up, donning matching blue, fitted spacesuits —did not resonate with the public as intended. Instead, it launched a chorus of criticism by celebrities and others who bashed the event as tone deaf and an empty show of feminism.

So, what went wrong? How did this “one giant stunt for womankind,” as a critic from The New York Times called it, go wrong and how might a different comms approach have produced a more positive outcome?

Exploring the Issue

The flight was part of the New Shepard program at Blue Origin, founded by billionaire Jeff Bezos. In announcing the flight, the women described the trip as an endeavor to encourage STEM careers and female empowerment, according to interviews with Elle.

The rocket, which pilots itself, carried Perry and King, as well as aerospace engineer Aisha Bowe, civil rights activist Amanda Nguyen, film producer Kerianne Flynn, and Lauren Sanchez, a journalist and Bezos’s fiancée. Even though the women were not space professionals, the Blue Origin team labeled the group as the rocket’s “astronaut crew.”  Blue Origin described them as storytellers who inspire others —as advocates for students in STEM (Science Technology, Engineering and Mathematics), civil rights, philanthropy, overcoming adversity and more.

While the trip may have been designed to encourage girls to consider STEM careers, the women aboard were seen as space tourists. They were not operating the rocket or fulfilling any astronaut responsibilities and left audiences reaching to connect them with STEM.

Upping Their Game

Could the right communications approach have changed the outcome here? Maybe. However, we do see a few areas where Blue Origin could have better executed this mission.

  • Authenticity in messaging: Blue Origin thought they were planning a mission to inspire young girls and women to explore new careers, but the wealthy, well-connected women selected to participate did not relate well to audiences. Brands need to ensure their messaging is authentic, compelling and connects to their audiences. The public watching and reading about the launch are not millionaires or billionaires who can afford the undisclosed ticket price. Audiences might have better received a passenger manifesto made up of successful women in STEM, rather than celebrities and journalists.
  • The brand’s reputation: Amazon, also founded by Bezos, has a reputation for disregarding the environment with its packaging and fleet of delivery vehicles in constant motion across the globe. While Blue Origin claims to be sustainably minded using reusable rockets and researching ways to encourage sustainability through space exploration, many viewed the rocket launch as damaging to the environment, as well as a waste of resources when many are experiencing financial hardship. Blue Origin may have been better served by hosting more female scientists like Bowe on the mission, conducting research to further sustainability, and creating messaging to show how those initiatives might connect to the brand.
  • Optics: Full-makeup, perfect blow-outs and designer matching spacesuits set a new tone for space exploration. Blue Origin’s comms team should have considered the optics of the women posing in slinky suits with professional makeup and hair. The comms team should have considered suggesting attire that looked less Hollywood and more professional rather than monied glamour.
  • Leveraging post-event energy: After the women returned to Earth and interviews were conducted, audiences were left feeling flat. Perhaps a post-event press conference with the women talking about the next steps for advancements in STEM for females, for which this mission has opened doors, would have conveyed a real commitment, garnered more attention and furthered a goal of female empowerment.

While the launch gained plenty of media attention, the resulting backlash has not benefited Blue Origin or the six women who chose to board the rocket. When considering a media stunt or event, be sure to think strategically. Not doing so could leave your brand identity lost in space.

Play Ball! Grand Opening Tips Inspired by Major League Baseball’s Opening Day

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Coined by many as the “official start of spring,” millions of people around the U.S. look forward to Major League Baseball’s (MLB) Opening Day every year. Whether fans are attending games in person, watching live on television or from their mobile devices, the start of MLB continues to draw national attention year after year.

While local businesses do not have the MLB’s platform or budget, business owners can draw inspiration from Opening Day to maximize their grand opening events. When done correctly, a grand opening can serve as a homerun for your business growth strategy. When approached as just another to-do among many, owners can miss a key opportunity to introduce their businesses to the community and generate excitement among potential customers. Just like the MLB’s Opening Day, a new business needs to give the public something to root for.

Hitting it out of the park

MLB’s Opening Day stirs up excitement among fans and provides an opportunity to showcase new rosters and skills. Grand openings can give new businesses a chance to call on future fans to consider their goods or services while shining stadium-style bright lights on the business itself. To make the most of a grand opening, business leaders should plan effectively, tap into the local community and engage the media with a meaningful story.

  • Have an impactful plan: To draw in the community, business owners need to host an attention-worthy event. While they could simply open the doors and hope for the masses to come walking in, the results would likely be disappointing. When planning an event, business owners should consider their clientele, what might motivate them to visit and how they can engage them once they have arrived. Food and refreshments, partnering with local vendors, coordinating donations to local charities, selling raffles or providing activities for children are great places to start. Details should be highlighted in all marketing efforts. 
  • Tap into the community: Community involvement is a crucial asset in the process of opening a business. From collecting insights from fellow business owners, to building a repeat customer base, community support is irreplaceable. Business owners should consider inviting local dignitaries, business connections and key community members in the area to the grand opening. It is important to have enough lead time to send out invitations, secure a spot on community calendars and promote the event. Social media groups and community bulletins can also be effective tools in getting the word out.
  • Engage the media: When trying to promote a grand opening, there is no substitute for media coverage. Print and broadcast exposure can reach a much broader audience than a business owner might on their own. While advertising with local media is an option, earned media provides valuable visibility without added costs. The key, however, is to identify what makes a particular grand opening, or business in the area special or newsworthy. The opening alone may not rise to the level of newsworthiness in some communities.

When we look to the MLB, we see they are selling more than the story of baseball on Opening Day; they are tapping into the emotional side of their fan bases. For example, after a disappointing 2022 season, the Texas Rangers made a triumphant return in 2023, winning their Opening Day series and later securing a World Series championship. Similarly, business owners should offer a story to the media about their business that connects with the community beyond simply telling the public there is a grand opening event happening.  

A successful grand opening can position a new business for consistent growth, whereas a disappointing one can leave owners struggling to build momentum. A public relations agency or local freelance PR specialist could be a great resource to help effectively promote a grand opening, conduct media and community outreach and brainstorm ideas that might resonate with the public.

Just as baseball fans look forward to MLB’s Opening Day each year, a business’s grand opening should be an event that speaks to the business’ potential fan base. MLB’s Opening Day is something that is carefully planned and considered by all involved. A business’ grand opening deserves no less attention.

An Outie’s Perspective: If I worked in Comms at Severance’s Lumon Industries

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Photo by AppleTV

The wildly popular Apple TV+ series Severance has many of us considering ourselves in the shoes of a so-called “severed” employee. For example, I wonder – what would my “innie” do during her workday at the fictional Lumon Industries?

Spoiler alert – if you have not yet seen the show, the premise centers on an elective surgical procedure to the employee’s brain that separates work and personal life. The severed main characters’ “innies,” or in-office versions of themselves, spend their days behind desks in the Macro Data Refinement Department of a bio-tech company called Lumon Industries.

For me, a public relations professional for Kimball Hughes PR in real life, I would think my “innie” might have some communications expertise to share with Lumon leadership, particularly on the so-called Severed Floor, designed exclusively for innies.

Communication Breakdown

At Lumon, when innies ask why they do the work they do, they are told, “The work is very important and mysterious.” The lack of transparency provided by leadership fuels the innies’ curiosity to learn more about what is really going on and results in a growing distrust of management.

As professional communicators, we always advise our clients to be transparent in both internal and external communications. In internal communications, conveniently leaving out key details or worse, lying about events or covering up incidents, can build distrust, chip away at employee morale and lead to quiet or actual quitting. Communication from the top can be a critical aspect of strengthening the company’s reputation and the trust of employees as well. At Lumon, the board communicates mysteriously through a retro public announcement-like system in a way that no one but the board’s translator can hear or understand.

Leadership should set the bar in a corporate structure and they should lead by their own actions to inspire others. Management should make it a priority to be present, relatable and accessible. For example, if a company is encouraging teams to volunteer and engage in charitable giving, leadership should step up to the plate to motivate others. If leadership is implementing a return-to-office mandate, leadership should be onsite as well and ensure they are relaying clear reasons for how the mandate will benefit the company, as well as its employees – beyond perks, like new coffee flavors or the occasional Music Dance Experience (IYKYK).

A Lesson in Crisis Management

While every Severance episode seems to present a slew of crises, the Lumon Industries PR team (assuming the fictitious company has one) was likely engaged for crisis communications services when (another spoiler alert) the innies escaped to see how their outies live at the end of Season 1.

When the main character Mark S. returns to the Severed Floor at the start of Season 2, his manager, Mr. Milchick parrots a company narrative about the innies’ escape. He explained the incident led the innies to be named heroes, inspired a review of the treatment of severed employees and resulted in a series of reforms – complete with a newspaper article and an animated internal comms video.

The Lumon PR team may deserve credit for seemingly responding to the situation proactively by engaging the media and creating messaging, but, from a professional communications perspective, it was certainly lacking. The Lumon team manufactured untruthful messaging in an elaborate effort to spin their way out of the predicament. Likely, they did not have a comprehensive crisis communications plan in place – a best practice for any business owner.

Instead, the Lumon team should have followed crisis communications best practices that center on collecting facts related to the situation and following a pre-designed plan for leadership that can help deter people from acting rashly on emotion in a crisis. Lumon leadership should not have created messaging and collateral around a lie, but instead around fact-based messaging.

Anyone who has seen the show, sees countless parallels between the fictional Lumon world and the traditional corporate workplace. Aside from the more obvious light the show shines on work-life-balance and corporate culture, it also presents a case study on corporate communications, mostly on what to avoid.

Communication Through the Wildfire Crisis – What Should and Should Not Be Said

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The wildfires raging just outside of Los Angeles have burned at least 63 square miles, done an estimated $135 billion in property damage and have claimed at least 25 lives. During crises of this magnitude, it is normal for many to express sympathy online and offer support. We have seen countless positive examples recently. Some take the opportunity to call attention to nonprofits and acknowledge first responders. Others keep their message focused on their industry, community or domain of expertise to help their audiences cope.

Kimball Hughes PR has heard from organizations that wanted to comment amid this recent crisis but were also concerned about appearing opportunistic or insensitive. For those who have similar concerns, we offer the following advice:

Keep your audience in mind

While commenting on breaking news is one way to ensure your comments are timely, it has the potential to backfire.

For instance, imagine you run a business that supports the education of children in distressed municipalities. You could share your support for first responders fighting the Los Angeles fires, but your audience likely cares more about children and education. They may express support for your comments, but unless your business is in the Los Angeles area, your post will just be a drop in an ocean of online support. You may fail to distinguish your message or make a meaningful contribution to your audience. Worse, it could look like you are taking advantage of a tragedy.

Instead, consider addressing how the fire will be impacting children in Los Angeles or how the crisis may negatively impact future efforts to support disadvantaged children in the area. Better yet, mobilize your community to do something that supports your cause while also supporting the children impacted by these fires.

Have a call to action

Audiences have moved beyond statements of thoughts and prayers in times of crisis. They want to see action. If you are compelled to comment on major events, ensure there is a call to action that is both socially sensitive and beneficial to those impacted. Post links to non-profits working to end the crisis and encourage your community to donate or offer support.

Beyond being a force for good, there is a communications angle to consider.  There are countless examples of brands and influencers being put on blast for appearing to leverage tragedy for personal gain. Ensure your efforts in such instances contribute rather than distract or merely add to countless other voices. Be sure your comments support a cause or help mobilize support among your audiences.

It’s not about you, unless it is

When keeping your audience in mind, it’s possible to go too far.  We saw this in 2024 after Hurricane Helene decimated Ashville, North Carolina. Political pundits on both sides of the aisle used the storm as a talking point during a hot election season. In some cases, this led to a cycle of cynicism— with each commentor calling out the prior’s biases and accusing them of using the crisis for their own gain. This month, we are seeing more of the same as pundits condemn California’s regulatory environment. Polarizing comments like these only serve to divide communities and distract from helping victims.

But what if you are directly harmed by a crisis? In this instance, it is of course acceptable to talk about yourself and how the crisis is impacting you — within reason. The line between sharing your perspective and getting on a soapbox is thin. It can be easy to forget others affected by a crisis when you are impacted as well.

Crises —especially natural disasters —raise the stakes for all involved or adjacent to the incident, but the fear of backlash should not stop someone from using their platform as a force for good. By keeping your audience in mind, using your voice as a force for good and staying focused on those impacted, you can both add value to the discussion of the crisis as well as be a force helping to end it.

Keys to Boosting Brand Awareness in 2025: Embrace New Media

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While you contemplate adding extra protein and strength training to your weight loss plans for 2025, why not consider adding new media and video to your company’s communications strategies?

A turn of the calendar to a new year presents an ideal opportunity to not only consider weight loss and exercise, but to evaluate business strategies as well – both successful and failed strategies. In public relations, as with many other industries, this new year refresh or reinvention beckons us to consider the latest trends and undertake new initiatives to continually boost brand awareness in the year ahead.

This time of year is replete with industry experts offering outlooks on what we can expect in the year ahead. And while traditional PR tactics, like contributed articles to well-respected outlets continue to carry weight, we are increasingly seeing good PR pros encouraging industry pundits to take on new platforms or new features of existing platforms to share their views, including – LinkedIn Live, LinkedIn Newsletters, TikTok, and new X competitor Blue Sky, among others.

Depending on the audience targeted, each platform can yield considerable results for company leaders who offer original, valuable and educational content. Leaders who want to boost their brand’s visibility in 2025 should consider the following new media:

  • LinkedIn Lives – In 2025, we will continue to see savvy thought leaders connect with their audiences through LinkedIn’s event-hosting platform LinkedIn Live. LinkedIn Lives are becoming increasingly popular for the platform’s ability to host live events with a casual feel – with one or multiple speakers, while engaging and interacting with the audience through a live chat function.

The tool markets itself in many ways as the event can easily be promoted among LinkedIn followers of the company page or the individual hosting the event. Followers will receive notifications about the event, as well as when it goes live. Moreover, any form of video in social media tends to generate higher levels of engagement than written content alone.

In the insurance space, digital marketing and transformation guru Ema Roloff has seen tremendous success with this resource, gathering roughly 1,600 registrations for an insurance predictions and trends event in late 2024. She hopes to do the same and more this year ahead of her Insurance Trends to Watch for 2025 event Dec. 17.

  • LinkedIn Newsletters – As LinkedIn continues to flex its authority as the social platform for business professionals, its newsletter function has also become increasingly popular for sharing thought leadership and other educational, nonpromotional content. LinkedIn claims it has seen a 59% increase in people publishing newsletter articles and a 47% rate increase in engagement. The platform claims more than 184,000 newsletters published. Once published, these newsletters invite your connections and followers automatically to subscribe so they are notified each time you publish with an in-app and email notification. Another perk – the success of your content is easily measurable through LinkedIn analytics.
  • Tik Tok – While Tik Tok has primarily been a successful B2C tool, we are now seeing the platform used more frequently for B2B engagement. In fact, Roloff has told us, her B2B Tik Tok videos on digital marketing in insurance have attracted more than one million views. We’ve been hearing for years that video content is essential for business communications, and Tik Tok proves the point and should not be overlooked in 2025.
  • BlueSky – As some look to move away from X, the app Bluesky, which bills itself as “an open foundation for the social internet” has been gaining popularity. In fact, BlueSky just reported crossing the 15 million user mark. As audiences flock to newer platforms like Bluesky and Meta’s Threads, business leaders will want to take note to ensure they are meeting their customers where they are.

To understand new media available to your business and what might be right for you, work with a communications specialist or agency that understands your business objectives, your audiences and the new media that can deliver on those objectives and audiences. Technology and AI are quickly changing how we do business, as well as how we communicate and interact with each other and prospects. Don’t get left behind.