Confessions of a Former Chef: Mastering Your Thanksgiving Turkey 

Thanksgiving is just about here, and as people spruce up their homes for guests and brave last minute grocery trips, there is an annual wave of dread and anticipation among hosts and guests alike. No, it’s not the once-a-year conversation with your distant uncle, or your grandmother’s intrusive questions. It’s the age-old tell of a successful Thanksgiving: The turkey.  

From Hollywood’s depiction of an overcooked bird puffing into smoke upon carving, to news stories of fried turkeys gone wrong, the art of cooking a turkey can place immense pressure on home chefs. Turkeys are fickle birds, with meat on multiple parts that cook at different temperatures. That paired with the mere size of most hens makes the task feel like an annual moving target.  

Now, you may be wondering why a public relations agency is publishing an article about cooking turkeys. Prior to starting my career in public relations, I was fairly deep into a culinary journey when I hung up my apron as a chef de cuisine in Chicago. If there’s one commonality I’ve noticed across these two careers, it is that there are a myriad of ways to reach a goal. There is no one way to build a brand’s public relations profile, and there is certainly no one way to cook the perfect turkey. But, with a strong understanding of the factors at play and technique that allows you to pivot when things don’t go to plan, you too can inch closer to achieving the dream of satisfied table guests and the words you’ve always longed to hear: That turkey was incredible. 

There are three factors to keep in mind when cooking a showstopper of a turkey:  

  • Preparation: Cooking a frozen turkey can be the quickest way to a dry end-product. While there are techniques that suggest it can help lock in moisture, it’s a gamble as to whether it will cook evenly and the odds are not on chef’s side. Ensure the turkey is fully thawed and brought to room temperature prior to cooking.  
  • Moisture: Before cooking, consider the tactic you would like to use to aid with moisture. There are several options to help with this such as wet or dry brines, rubbing butter under the skin or spatchcocking the turkey in which you remove the backbone allowing it to lay flat while cooking. You can practice some of these techniques with a roast chicken ahead of the holiday and test options before the main event. While it won’t be exactly the same, given a turkey’s size, it will get you familiar with the process.  
  • Rest: Arguably one of the most important steps to cooking any meat is allowing time for the cooked bird to rest. Often, people will assume this step is “just a formality” when it’s extremely important to ensure juices do not drain and dry out the turkey. Even if it’s cooked to perfection.  

With these important factors in mind, you can determine how you want to cook a turkey. Let’s look at a couple of options to really bring it home:  

  • Roasted: Tried and true, roasting is the most common way to cook a turkey. With your oven at 325-350 degrees, you will cook it for about 15 minutes per pound. The biggest risk with this approach is the potential dryness. Consider brining the bird prior to cooking as well as basting it, in which you cover it with its own juices throughout cooking.  
  • Backyard fried: The riskiest of options, frying your turkey can lead to a juicy center with crispy skin. Unfortunately, mis-steps in the deep-frying process are all too common and the risks of fire or injury are certainly something to consider. Given the risks, I usually do not recommend this approach. However, if you choose to deep fry your bird, make sure the turkey is at room temperature and patted completely dry. Water or ice entering into a fryer could cause your bird to combust.  
  • Smoked: The least common of the three methods, some people opt for a smoked turkey. This method requires you to cook at a much lower temperature, about 225 degrees, for about double the time. While this method is more time intensive, it can yield moist meat that falls-off-the bone bound to be a crowd pleaser.  

As you prepare for this holiday, don’t let the stress of preparing the turkey stop you from appreciating the day alongside your loved ones or from acknowledging all for which you are grateful. This could be the year you dazzle the crowd with an award-worthy turkey and if it doesn’t quite go to plan, there’s always next year.  

From all of us at Kimball Hughes Public Relations, we wish you a safe, happy and turkey-filled Thanksgiving.  

Get to Know PR Manager Logan Thompson 

Public relations is all about relationships—the people behind the stories. That’s why periodically offer blog content about our team members who work with and represent our clients. This isn’t about our professional accomplishments but who we are as people. We hope you have as much fun reading along as we do interviewing each other. 

What got you interested in public relations? 

I’ve always loved to write. In kindergarten, I wrote a two-page essay on how much I loved my dog. While I’m sure it was barely legible and probably made little-to-no sense, it’s been clear to me from that moment on that I should follow that passion. Luckily, my writing has evolved since that “essay”, but my love for putting thoughts into words has never wavered. So, when it came time for me to choose my major in college, communications was an easy choice. From there, I stumbled across an amazing internship at a PR agency where I had the opportunity to run multiple client accounts for local small businesses. I was able to put my passion for writing into practice while helping small business owners grow their presence in the community, which was very gratifying. After that experience, I knew public relations was something I’d genuinely enjoy pursuing as a career. 

Tell us about your favorite movie and what appeals most to you about it? 

As a former choir kid, one of my favorite movies is Mamma Mia! Everything from the catchy ABBA soundtrack to the picturesque Santorini cinematography is whimsical and alluring. It’s one of those movies that makes you want to drop everything, move across the world and start an entirely new life. I think that’s what appeals to me the most about some of my favorite movies, shows and books: they make you feel something. 

What was the last, best book you read and what about it spoke to you? 

One of my most recent reads was Local Woman Missing by Mary Kubica. It’s a mystery about two women who go missing around the same time. The book follows multiple timelines and is told from the perspective of a few different characters, making it highly engaging. It kept me guessing from page one, and I didn’t want to put it down. The constant plot twists left me wondering where the story would end, and when it did come to a close, it left me just as intrigued as when I started it. Thrillers and mysteries are always my favorite because they keep you on your toes until the very last second. Highly recommend Local Woman Missing! 

Tell us about a meaningful hobby or “outside of work” commitment that is important to you? 

Admittedly, I don’t have very many hobbies. I love to read, binge-watch the latest Netflix original and occasionally paint, but my favorite thing to do outside of work is spend time with my fiancé, CJ, my orange tabby, Phil, and my family. I’m the youngest of four and am extremely close with my family, so most of my free time is spent in the company of my sisters or visiting my parents on the coast of Delaware (a free beach vacation is definitely a plus). Quality time with the people I love is my biggest commitment outside of work! 

Share a fun fact about you. 

A fun fact about me is that I used to run my own reselling business where I sold vintage and pre-loved clothes online. It started as a way to clear out my closet but quickly turned into a passion project (that also happened to help me pay the bills). While it eventually fell to the wayside with work and other commitments, I hope to pick up that side gig again in my downtime and eventually have my own booth at a local market. 

Conference Insights: Discussions & Opportunities from the Insurance Convention Circuit

Recently I was invited to speak at the National Association of Mutual Insurance Companies (NAMIC) Annual Convention in San Diego. It was a robust agenda, with a few standout presentations including my own on crisis communications where I talked about threat awareness and shared best practices to help every comms or marketing professional better protect their organizations.

Increased capacity among reinsurers and much improved balance sheets for mutual insurers were the underlying themes of most conversations at the NAMIC Convention. Another topic that bubbled up among attendees, media interviews and breakout sessions, included the talent challenge faced by insurers. As senior leaders across the industry retire, recruiting new talent—from the high school level upward—as well as succession planning, are becoming clearer priorities for many insurers.

Getting the Most Out of Your Conference Attendance

NAMIC’s Convention is one of several conferences on my calendar this year. While conferences like this one offer a range of benefits to attendees and the companies for which they work, one of the most overlooked benefits I see as a communications professional, is the opportunity for industry leaders to take advantage of a captive and often eager conference audience: journalists. Media attendance at most conferences across a range of industries has expanded significantly since 2021 and for companies who don’t proactively engage with them, I see missed opportunities.

Our team works closely with trade and business media. They are there to interview well-versed subject matter experts (SME), not merely to produce a summary of the conference agenda. These discussions are sometimes on background, often on the record and frequently include interviews that result in print/online stories, podcasts, video streaming interviews and more. They also help build critical relationships with the media, for the SME and their employers.

For companies interested in burnishing their reputations and raising their brand visibility, these on-site media conversations are potentially the best and most productive opportunities to do so. Yet so many organizations fail to prioritize these meetings despite leadership-mandated reputational goals for the business. Those same leaders, however, must insist that their non-sales executives make time for these interviews. Lacking a leadership mandate, these opportunities will continue to be missed as these same organizations otherwise strive to increase their reputational awareness.

I urge all business leaders: As you plan your 2026 conference schedules, require each of your attending non-sales executives to block one to two hours (not much in the grand scheme of a conference) for media opportunities. The return on investment can be significant and propel your new or existing public relations efforts well beyond what you thought possible both during and after these events.

Takeaways from the College Admissions Process: It’s All about Building Your Brand 

It’s finally fall, and for over 8.5 million prospective college students across the country, application deadlines are looming.  

Long gone are the days when you simply needed decent grades to get into a good college. With the number of applicants to four-year colleges steadily on the rise, the process has only become more competitive and upped the pressure to stand out.  

Grades–while still important–can only take a candidate so far today as most undergraduate programs are placing a greater emphasis on finding well-rounded individuals, who can best market themselves through a series of essays and possibly an interview. For most high school students, this submission process is the culmination of a multiyear effort of building their resumes with extracurricular activities like clubs, sports and volunteering over the course of their high school, and sometimes even middle school, careers.  

While most readers here are likely past the days of completing their own undergraduate applications, one aspect of the process should resonate. Successfully applying to college relies heavily on how a student markets themselves—the same holds true for the future success of our own professional careers.  

Just as prospective college students can market themselves in a well-crafted application chocked full of thoughtful essays, a stellar GPA, strong SAT score and robust list of extra-curriculars activities, so too can industry leaders through thought leadership, LinkedIn engagement and speaking opportunities.  

Consider some of the following to build your own brand: 

  • Become a thought leader: Thought leadership helps to build credibility and name recognition. In our digital world, which relies on quick moments to foster connection with audiences, thought leadership can establish professionals as voices worth listening to and lay the groundwork for long-term success for both leaders and their organizations. Great places to bring this thinking to the world include LinkedIn articles and posts, company blogs and contributed articles published in industry trades. If you don’t know where or how to begin, partner with a good content writer or PR agency staffed by former journalists to help you get started.  
  • Get active on LinkedIn: Just as College students are building their own brand for the eyes of admissions leaders through applications and essays, industry professionals can take steps to cultivate a professional brand on LinkedIn. In the business world, LinkedIn is a valuable tool for posting original thought leadership as well as for sharing comments and feedback on the content of others. Find a posting cadence that fits your schedule and make sure to engage on other posts through likes, comments and reposts. Consider developing a LinkedIn newsletter to publish thought leadership and build a trusted audience among your professional network.  
  • Get out there: Just as colleges want to see students engaged in the world, so to do employers. Getting involved should be part of building your professional brand as an industry leader. Consider attending more events to stay in-the-know on the latest industry news and for more effective networking. Seek out and, when possible, take advantage of speaking opportunities where you can draw attention to your expertise. Doing so will help you stand out in a crowded industry landscape, helping to shape both the perception and eventual reality of your role as a thought leader in your space. 

Getting into college is really all about building your own brand. For individuals struggling to establish a strong connection with prospects, clients, peers or employers, a strong brand identity can help cut through the noise and set them apart. Establishing and maintaining a strong professional brand with thought leadership, a consistent LinkedIn strategy and active speaking schedule can pave the way for long-term success.  

Speaking with Authenticity: Lessons from the ‘Phillies Karen’ Viral Drama

The rules of crisis communication have changed drastically over the last decade. Crisis communication and reputation management have quickly become must-haves due to the nature of digital devices. Incidents that would once blow over in a day or even hours can snowball, fueling endless media coverage and content. Today, a story can be instantly amplified on social media; however, it can also stoke up misinformation, creating a crisis or viral drama of its own.

As caught on camera during a recent Philadelphia Phillies game, a fan demanded that a father give her a home run ball, causing a stir on social media. The father took the ball back from his young son and handed it to the woman, who proceeded back to her seat, ball in hand. The incident stirred a public manhunt to find the ‘Phillies Karen’ in question. Multiple misidentifications ensued. Interestingly, a recent study from Science reported that misinformation travels “farther, faster, deeper and more broadly than the truth.”

A comprehensive, thoughtful and tested crisis communication plan, as well as a commitment to speak with authenticity to set the record straight, are two key elements to navigate any crisis or national outrage. Here are lessons from the ‘Phillies Karen’ incident worth noting.

Get the Facts Straight to Avoid Premature Conclusions

In the case of the viral Phillies incident, social media rumors led to the false identification of a school administrator and later, a Red Sox fan, causing viral online condemnations. Both the school and the individual quickly took to social media to set the record straight, each releasing timely, clever and light-hearted, prepared statements and responses.

“The woman identified on social media as ‘Phillies Karen’ is not and has never been, an employee of the Hammonton Public Schools … Anyone who works for our school district, attended as a student or lives in our community would obviously have caught the ball bare-handed in the first place, avoiding this entire situation.”

“I’m not the crazy Philly Mom (but I sure would love to be as thin as she is and move as fast)… and I’m a Red Sox fan.”.

The falsely accused school and individual swiftly jumped in to provide clear, concise and witty posts to mitigate risk. The statements and responses provided detailed feedback on their lack of involvement.

Effective crisis communication and reputation management hinge on getting the facts straight. Viewers count on their favorite news sources and social media platforms for the latest headlines, and from there, often make quick assumptions.

During times of crisis, it’s important to align internally on key messaging before releasing any information on behalf of a brand or individual. Once an incident is on the radar, be ready to monitor for media coverage and social media mentions, and stay alert for inbound media requests as they arise.

Have a Plan and Respond Authentically

Crisis communication plans and strategies are essential for managing crisis incidents and allow brands and individuals to get ahead of potentially business damaging premature conclusions.

Incident management requires a strategic yet thoughtful approach. In addition to respecting the gravity of each situation, brands and individuals must look to protect their reputations and share the facts while staying true to their brand voice and values.

Responding with authenticity can defuse a crisis. When a predicament hits, brands and individuals can be adversely affected, even if they’re not at fault. False accusations and other misinformation can quickly diminish trust in a company or personal reputation, causing inconvenience, damage or disruptions if not corrected.

A prompt crisis communication response that is truthful and genuine without bias can be crucial for managing false news and other propaganda, as well as mitigating risk. Brands and individuals must look to set the right tone based on the incident, while also ensuring that their brand messaging and positioning are reflected.

In the case of the Phillies Karen, both parties showed integrity and accountability while also staying true to their brand voice. Their respective statements were factual, with a bit of humor sprinkled in to match the severity of the situation.

So, while memes come and go and headlines fade away, damage to a brand or personal reputation can stick around. Don’t get caught up in the internet’s next big drama—brands and individuals must have a crisis communication plan and strategy ready to mitigate potential crisis or national outrage.

Everything I Needed to Know About Business I Learned from My Summer Job  

Summer jobs are a quintessential part of many young people’s lives. While at the time those jobs are about making money, they also help build important foundational skills essential to later professional roles. So, to kick off August, we thought we would share some insights from our team and what they learned from their childhood summer jobs.  

Eileen: One of my earliest summer jobs was working the counter at the neighborhood Dairy Queen®. Lines went up the block on hot summer nights with families, rowdy kids and classmates eager to get their cones and Blizzards® I had to learn to approach a stressful situation with an I-can-do-this attitude. I wasn’t providing life-saving services, but these people wanted their DQ fix and they didn’t want to spend the whole night waiting in line. I learned to face the long line with a smile and good humor (not the other ice cream brand). I learned to embrace a sense of urgency, to listen (sprinkles or no sprinkles was critical), navigate difficult people and deliver results in a timely manner (a soft serve on a steamy day). 

Rod: I spent eight years working behind the counter at McDonald’s. It was something of a family business; my Dad was director of operations for a franchisee, and my siblings and I worked in the stores he oversaw. What nearly a decade of working at McDonald’s taught me was how to navigate personalities and bring people together for a purpose, even if it was simply about serving food quickly. Finding common purpose and getting everyone working together is a skill that–developed properly–will take you far in any profession. I also learned customer-facing work can be challenging. You have to have fun in any job you do or that job can quickly burn you out. Looking back on that long, long summer job, I find you almost only remember the good times. Another thing I learned was after the age of 12, you should not pose for pictures with anyone in a costume. Those photos will surface later in life. 

Cassidy: Here are the things I learned from my summer jobs in retail and foodservice: You catch more flies with honey than with vinegar. Sometimes the best way to deal with an overtly nasty or mean customer/client is a smile and a kind word. It often takes the wind out of their sails and defuses the situation. Second, find a way to stay busy. There is often more to the job than what is outlined in the description. If you have downtime, it can be better filled with something simple like cleaning or reorganizing. Not only will this help the business thrive, but it will also showcase your value to your employer. Finally, every role is important. From answering the phones, to properly seating guests or ensuring there is enough silverware for dinner service. Each member of the team plays an important role in keeping things running smoothly and should be treated as such with an equitable balance of respect and responsibility. 

Kate: My first consistent job was at Jimmy John’s throughout high school. It was the first time I worked on a team and saw the value of a strong one. A great team can turn even the most chaotic days into something that feels fun or at least fulfilling and builds a culture that is both productive and motivating. I also saw the impact of being set up for success, and what happens when you’re not. From a fully stocked station to a thorough and feasible to-do list, doing a job unprepared can bring on unnecessary stress, cause missed deadlines and leave clients and customers frustrated. Finally, the customer service skills I learned at Jimmy John’s planted the seed for client interactions in my career. Whether a routine interaction, or managing challenges, those early experiences taught me professionalism, patience and how to think on the fly. 

Hari: When I was younger, I worked at a local hospital helping cancer patients sign up for electronic medical records. Many of the patients were older and hesitant to have their information online. The experience taught me the value of compassionate communications and patience as I worked to explain how electronic medical records could make their lives easier and walked them through how to use their medical portal. 

Alex: I worked at a hardware store in high school, specifically in the cabinets and appliances department. Believe it or not, there’s quite a bit of crossover between that retail hardware job and my professional career. My hardware store job taught me how to manage difficult or demanding customers/people. Not everyone will be respectful, and sometimes you feel the brunt of whatever is happening in that person’s day. I learned how to stay calm under pressure, ask the right questions and keep conversations on track—even if a customer was frustrated, confused or indecisive. Encountering these interactions taught me how to respond and guide someone toward solutions without overpromising. I learned the value of smart communication. Part of my job was to design kitchens, not designer with custom drawers, etc., but pre-fab cabinets and countertops, very rudimentary. Most people who came in for design consultation had a basic idea of what they wanted, but it was our job to help bring their ideas into sharper focus. This included understanding how to communicate clearly and with conviction. 

Bianca: When I was in high school and college, I worked at my family’s seafood restaurant. In food service, you interact with people from all backgrounds, and I think it sets up those who survive the more difficult customer interactions for success later on in their professional lives. As a result of many holiday weekends, I learned how to maintain patience and focus so I could still deliver in stressful situations.  

Liz: When I was younger, I agreed to babysit two very young children, and I had no previous experience. My summer job taught me patience and listening are valuable skills in everyday life. I learned about being present and following through with questions as ways to keep everyone happy and staying on track with what needed to be done.  

John: At 15 or 16, I was a summer camp counselor where kids roamed from room to room to sculpt Play-Doh, draw, read, make cards for parents and play or watch kickball. It’s a reminder that leaving room for the brain to “play” is critical. In work settings on multiple occasions, I’ve bonded with colleagues more during 20 minutes of laser tag than sharing an office for years. The interpersonal connections that form in those moments can be priceless.

The Velvet Rope is Gone. Today’s Executives Must Be Aware of the Public Eye and Act Accordingly

Executives behaving badly, particularly CEOs, is nothing new. But in an era where anyone with a phone is de facto paparazzi, every Instagram story becomes Exhibit A in the court of public opinion. It’s become clear C-suites can no longer operate exclusively behind closed doors. Corporate leaders, once protected by layers of privacy, PR and legal gatekeeping, are now finding themselves subject to a bright, unrelenting, and at times, unforgiving spotlight.

The expectations for executive conduct haven’t necessarily changed, but the surrounding environment and the stakes certainly have. When an executive, particularly the CEO, says one thing and does the opposite, it erodes trust quickly. For example, a CEO demanding that employees endure daily office commutes, only to work remotely from St. Barts, sends a very clear message to employees and the public that they see themselves as an exception to the rule.

Additionally, we’ve entered into an era of “optics-driven accountability.” Perceptions will shape the narrative faster than the facts will surface – and boards need to recognize that as well as the value a good comms team can bring to play in these situations. Just a screenshot, a caption and a handful of internet sleuths with time on their hands have the power to shape a narrative.

Of course, this brings to mind the recent viral incident of Astronomer CEO Andy Byron caught on the jumbotron at a Coldplay concert in Boston, embracing the company’s head of HR, Kristin Cabot. The moment raged across social media, quickly raising questions about an alleged affair. It also continues to generate endless mimicry and judgment of a CEO engaging in such a public display with an employee. The company’s board quickly launched an investigation, and Byron resigned shortly after the incident. No crime was committed, but all the same, the company was thrust into uncomfortable optics of blurred boundaries that CEOs regularly cross and a storyline that quickly outpaced the PR team’s ability to contain it.

This is far from the only case. California Governor Gavin Newsom famously dined, indoors, at French Laundry, amid one of the strictest COVID lockdowns in the country. The public became outraged by the perceived hypocrisy of being stuck at home, FaceTiming friends and family and ordering DoorDash while a public figure sidestepped the very rules he imposed. Again, countless headlines, social media posts and memes followed.

On a slightly smaller scale, a CEO of a Florida-based insurance company made headlines this July after his wife’s social media posts highlighted their extravagant lifestyle – luxury cars, private planes and yachts, designer bags, clothes and jewelry. While there was seemingly no misconduct, the posts ignited a social media firestorm and drew widespread media attention. The backlash quickly escalated, with consumer advocates and even elected officials weighing in. Many Florida homeowners, already grappling with rocketing premiums and shrinking coverage options, found the display as emblematic of a deeper disconnect between wealthy executives and the public.

These incidents, and others like them, highlight a new reality: C-suites are as visible outside the office as they are inside. They are now part of the story whether they intend to be or not. Choices matter – behavior in and outside the “office” – can signal values, and intent. And in a world full of corporate messaging, actions often speak louder than an entire comms team.

So, what is company leadership to do?

Encourage executives to practice conscious transparency. This doesn’t mean living ascetically; it just means living in alignment with the company and personal values. For example, if the company just laid off staff, don’t post a video calling it a “difficult decision” from the luxury penthouse. If customers and employees are making sacrifices, don’t show off excessively. If the brand stands for integrity, make sure executive conduct reinforces it.

Lean into the expertise of your comms team. Reputational equity is as valuable as financial equity. Consumers latch onto brands, and leaders, that align with their values. Executives should work with their comms teams to make sure the optics they present as an individual are in line with the company’s mission. Experienced communications teams can help identify risks early and direct leaders away from avoidable reputational mistakes. Quiet counsel, ones that operate behind the scenes, can prevent public missteps that can put executives – and the company – in the media hot seat.

The velvet rope is gone. Individuals with cameras, notepads and press credentials are no longer the only means for a story taking hold. The court of public opinion is in control and armed with its own tools to take a story viral.

The Search is Over: Why You Need Public Relations More Than Ever

Online searches will never be the same, and for some, this is a good thing. For others, the struggle is about to get real.

On June 30, Google initiated its 2025 Core Update. Expected to roll out over a three-week period, this new iteration of Google’s algorithm will bring significant changes to search rankings. The new algorithm will focus on high-quality content and user experience, prioritizing helpful, relevant and authoritative content.

As with everything these days, this change leans on AI. Because AI-generated summaries (a/k/a zero-click searches) are, so far, less than perfect, brands should anticipate their messaging, positioning, tone and outright fact-based details may be summarized incorrectly by Google, potentially pulling in third-party or outdated information about the brand. As a result, brand websites could experience a drop in site traffic beginning this summer.

Brands can also expect to see a further decline in keyword-centric search engine optimization campaigns. Meanwhile, optimizing for voice, visual and video search will become of increased importance. This is already happening as organic search results are pushed further down by Google as more real estate goes to paid advertising, sponsored content and Google’s own products.

At the heart of these changes are brand authority and credibility. Those who lack a strong online presence—meaning frequent, engaging and varied source content—will be left behind in this new era of online search. For brands, public relations should be considered an increasingly critical tool for reputation management, promotion and search more generally.

The Credibility Factor

Creating frequent, original content, in a myriad of ways across a range of websites and social channels, is the best and most effective response to this seismic shift in online search.

PR pros can employ a range of tools to meet the changing landscape of search driven by AI. Securing multiple and regular opportunities for subject matter experts or brand leaders to represent their organizations outside of owned media (brand websites, blogs, social channels, etc.), will be paramount. These can include:

  • Podcasts, audio as well as video
  • Trade publication media interviews
  • Contributed articles to trade and other vertical media outlets
  • Guest blogs
  • Tier One media interviews or opinion pieces (i.e., Wall Street Journal, FOX News, Financial Times, The New York Times, etc.)

Additionally, brands will need to focus more on their owned content as part of their response to this change. Creating more robust content on platforms like LinkedIn Company Pages, brand websites and blogs, newsletters and online video content will be critical. Additionally, brand leaders will need to rethink the look, tone and substance of that content by unloading jargon and using more casual language to increase the likelihood of being found as voice search continues to grow.

As of June 2025, digital marketing firm SevenAtoms reported one in five global internet users now employ voice commands to search online, with 153.5 million U.S. adults expected to use voice assistants in 2025. That content will also need to incorporate more brand-focused Q&A information to respond to both voice and conversational search terms as traditional SEO continues to decline. Finally, it will be important to maximize brand websites for rapid loading as well as speedy mobile optimization.

When a brand’s public relations team secures credible, third-party media coverage and mentions in relevant, reputable media, this content will provide much of the high value, authoritative signals now prioritized in all search through varied placements and backlinks. Credibility, context and expertise are all core tenets of any effective public relations campaign, making PR the most effective way to help brands insulate themselves from the pace of change. Done well and with frequent, authoritative content and sources, some brands may see their search results improve overtime, allowing their SEO dollars to be repurposed elsewhere, perhaps to their public relations campaigns, as competition for human eyeballs continues to grow almost as quickly as the pace of AI adoption.

Mission (Im)possible: Securing Quality Coverage in a Busy News Cycle

In the media world, specifically earned media, timing is everything. When a major global or even regional event dominates headlines–whether it’s an election, economic crisis, natural disaster or cultural flashpoint—an already competitive media terrain becomes significantly more challenging to navigate. During these high-stakes news cycles, off-topic coverage opportunities shrink while competition for news desks’ attention intensifies on the topic DuJour. And yet, public relations professionals are still required to deliver results for their clients. Dare I say: it may seem like a “mission impossible.”

This expectation is not misplaced. An experienced public relations team knows how to assess a shifting landscape, identify new angles and pivot to fit changing narratives. However, this challenge-success dynamic is rarely achieved in isolation. Behind every story placement secured during a challenging news cycle is a strategic collaboration between the public relations team and the client. These collaborations are built on trust, agility and shared understanding of the exact message to be delivered.

Break News, Not Your Pitch

Understanding how to secure media coverage during turbulent periods requires a clear grasp of what makes these cycles so daunting. Increasingly, media outlets of all sizes operate with limited bandwidth, both in terms of space and staffing. When a major story breaks, editorial priorities narrow. Feature stories, particularly those not tied to the day’s breaking headlines, are dropped. Industry reporters and editors may be called upon to bolster the ranks of breaking news teams or to transfer their efforts to broader, related stories.

For PR practitioners, a major news event can mean a compelling angle that worked last week, or even yesterday, may now be irrelevant. Press announcements will likely go unread. Thoughtfully curated pitches will likely be drowned out by sexier storylines. In these moments, cookie-cutter PR tactics fall flat, requiring teams to think outside the box and with greater precision.

Opportunities do exist in crowded news cycles; They just require a new lens rather than big, bold actions. Brands and their PR teams must find ways to stay relevant as news evolves and various topics circulate through the news cycle. One strategy might involve aligning commentary with a broader narrative or frontline experience— that angle might still find a place, even when newsrooms are stretched thin.

In other cases, the best course of action is to shift scenes, even temporarily. If the broadcast spotlight isn’t available, it may be worth building momentum elsewhere. Redirecting outreach toward regional outlets, industry trades or podcasts still running on normal editorial timelines can keep the story moving. These opportunities provide meaningful visibility and help maintain narrative continuity until the right opportunity with bigger media targets arise.

Radio Silence and Soundbites: What client can do to keep stories alive

Clients play a critical role in making these pivots possible. The most successful partnerships during crowded or chaotic news moments are those where clients remain responsive, adaptable and open to recalibration. That might mean fast-tracking internal approvals to meet deadlines or dropping everything to speak with a reporter. It might even involve rethinking a thought leadership angle or surfacing fresh insights that haven’t yet seen the light of day.

Equally crucial is a willingness to listen. Public relations firms bring strong media relationships and editorial instincts. When it’s recommended to pause a campaign or hold a story pitch for better timing, it’s to be sensitive to what’s taking place in the news cycle. It’s akin to a director calling “cut” mid-scene to protect the bigger picture. The goal is to preserve credibility and maximize long-term impact, even if it means temporarily shelving a story idea.

Difficult news cycles don’t always erase opportunities. They simply raise the bar, requiring sharper coordination and smarter, data-driven storytelling. Ultimately, success in a busy or breaking news cycle is more about choosing your moment rather than brute-forcing a story into media.

Public and media relations wins during impossible news cycles are rarely achieved by heroic acts. They are a result of an ensemble effort involving agency-client coordination, real-time strategy adjustments, and a focus on telling both a well-considered and well-timed story to an audience that is willing to engage. When that alignment clicks, even the most crowded news cycle can turn into an unexpected opportunity.

Yes, Chef: Revisiting “The Bear” for Communications Dos and Don’ts

FX’s “The Bear”, an instant hit when it premiered in 2022, is preparing to air season four. Taking place in Chicago, the show follows a restaurant’s kitchen staff as they ping-pong across the scale of functionality. Something is always broken, staff members are constantly fighting and profitability is plummeting. It gave those with previous food experience, like me, severe deja vu, and those who have never worked in a restaurant a gritty look at how chaotic the day-to-day can be.

Two years ago, my colleague Kate Glaviano wrote a piece inspired by the show exploring kitchen skills she learned as a Chicago chef that transitioned well to her work today as a public relations manager for a busy boutique agency. A service industry veteran myself, I’d like to take that article a step further offering a few communications lessons from the highly acclaimed series.

Spoiler alert: in the show’s third season, we see “The Bear,” the upscale restaurant main character Carmy dreamed of opening with his late brother, finally open for business. But after the high of the grand opening in the season two finale, things sour through season three. The menu is changing on a constant basis, and the team feels fractured and out of step with one another, leading to high tensions that prevent the restaurant from reaching its lofty goal of attaining a Michelin star.

The kind of communications chaos seen in the fictional kitchen is bound to produce burnout. It’s not an uncommon story in the business world—a company with a talented team and solid product can’t seem to get out of its own way. This is why business leaders sometimes employ communications professionals for input on their day-to-day internal and external operations, to help set their team up for success.

Lessons from The Bear’s kitchen

As communicators, our team frequently advises clients on both internal and external communication functions. For organization leaders who sometimes do not have communications as a core function, there are lessons to learn from The Bear:

  • Don’t ignore your team: During season three, Chef de Cuisine Sydney is constantly sidelined at the restaurant. She often tries to speak with the head chef and owner, Carmy, with ideas about improving the menu, only to be ignored or to have his ideas prioritized over her own. At the end of the season, she begins to consider leaving the restaurant altogether. Radio silence is never a good sign for team morale. Your high-value team members need to feel like they’re being heard, and a good communicator can help you figure out the best way to ensure employees feel appreciated and keep difficult conversations constructive. Employees also want to be kept in the loop. A good communications team will work with you to build smart, transparent messaging to make sure your team members feel valued and critical to the company’s future.
  • Know your audience: A big point of contention among the kitchen staff in season three was the menu changing daily. While a daily menu change may not be abnormal for a fine-dining institution, most brands need to rely on consistency to build their audience. If your internal team doesn’t understand what your product or service is aimed at, no one will. Shifting priorities can lead to muddled messaging, making audiences unsure if your company is relevant to them. A communications team can serve as a sounding board for new business decisions, ensuring you stay aligned with your target audience and brand consistency.
  • Leadership sets the tone: The leadership displayed by Carmy, while effective at times, often devolves into angry outbursts. He frequently yells at his team, causing increased tension among his staff and making operations difficult. On the other hand, when he takes the time to show his team members respect and provide them with the right tools they need to succeed, the team is all the better for it. Toxic leadership can derail an otherwise talented team, stunting the growth of not only the company but also the employees. Poor communications from leadership can also trigger a crisis situation that could attract negative media attention and cause reputational damage to the brand. Leadership should work closely with a communications team to help them find a tone and personal brand that conveys empathy and transparency as well as a commitment to the company and its employees’ professional growth.

Whether The Bear restaurant can bloom into a functioning restaurant remains a question for its fourth season to address. Regardless, we can take the fictional restaurant and its kitchen chaos as a guide for what not to do with your company’s communications. Remember, just because something is working currently, doesn’t mean it will last. A big-picture communications strategy that is adaptable and responsive to your operational needs—and those can be a bear to build—can help organizations remain consistent while addressing the shifting needs of any business.