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.  

The Emmy’s Masterclass: Communication Wins, Missteps and Lessons Learned 

The rise of streaming services has led some pop culture enthusiasts to believe the art of live television is dying. However, over the last several decades, live television has informed significant pop culture moments, offered everyday Americans a view into the lives of the rich and famous and of course, humanized them along the way. Each year, entertainment personalities weigh in on award show attendees going off teleprompter and act as fashion police, opining on who pulled off the latest fashion win and failure. While rating numbers and social media views have shifted the landscape, a good award show always gets the people talking. 

Just a few short weeks ago, the 77th Primetime Emmy Awards delivered another evening to be remembered. The Emmy’s provided a night filled with viral moments and cause-driven messaging, along with a few misfires along the way. As a result, the award show provided communication wins, missteps and lessons learned for both brands and individuals.  

Speaking with Clarity  

This year, comedian Nate Bargatze emceed television’s biggest night. The evening began with a charitable act of giving: a $100,000 pledge to the Boys and Girls Club of America. However, the thoughtful gesture came with a catch. Always an issue for programming length, winners were limited to 45 seconds for acceptance speeches. For each second they went over, $1,000 was deducted from the pledge. This drew criticism for a lack of clarity, and some complained it overshadowed the winners’ celebratory moments. Many winners extended far beyond the time limit, sharing their gratitude and praise with the audience. The final speech left Bargatze in the red, Fortunately, Bargatze and CBS teamed up to donate $250,000 and $100,000 respectively. 

While stunts like this can grab the attention of the audience, they only succeed when a message is delivered with clarity. Professionals must be clear and concise, speaking in a straightforward manner that is free of ambiguity. A strong narrative and positioning can build trust and credibility, as well as ensure each activation lands with the intended audience. In this case, perhaps Bargatze should have considered letting on that he and CBS would ensure the Boys and Girls Club would not be left empty handed at the end of the night. 

Fostering Connection  

Actress Britt Lower took center stage to accept her award for Outstanding Lead Actress in a Drama Series. Lower, known for her role as a Lumon employee in the Apple TV+ series Severance, caught the audience’s attention with an Easter egg displayed on her notecard stating, “Let Me Out.” This viral moment was a nod to Severance fans and its cast members. As Lower accepted her first Emmy, she brought the audience back to the moment where her character begs to be released from Lumon’s severed floor, sparking a sense of audience connection.  

Finding ways to engage with an audience has become critical. Professionals should look to adapt messages for each respective audience. In this case, Lower’s message was subtle yet effective and fostered a strong connection with viewers. Incorporating storytelling elements, such as a hidden message, can drive memorable connections as well as increase brand loyalty. 

Being Relatable  

HBO Max’s The Pitt took home the award for Outstanding Drama Series and actor Noah Wylie dedicated the win to health care workers and first responders. With 13 nominations and five wins, the respective acceptance speeches put frontline healthcare workers in the spotlight. Through these efforts, The Pitt team demonstrated brand consistency tied to its realistic portrayal of an ER, ensuring that the message was meaningful and relatable.  

Articulating a strong brand message that is aligned with a brand’s values can further strengthen its identity. Speaking with relatability creates an emotional connection that can deepen relationships with a target audience. 

As with any public-facing event or opportunity, the spotlight brings both risk and rewards. Professionals who integrate clarity, connection and relatability in their ongoing communications strategy will be set up for success, making a lasting impact for brands and their audiences. 

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.

Navigating Verbal Missteps: Warnings from the Reality Show “Big Brother”

George Orwell’s novel “1984” first introduced the concept of “Big Brother,” a totalitarian surveillance state watching your every move, to the lexicon in 1949. And in 2000, CBS launched its own spin on the concept with the reality show “Big Brother.” Equal parts social experiment and competitive event, “Big Brother” follows a select number of contestants, referred to as houseguests, as they compete to win $750,000 while living together in a house isolated from the outside world.  

Many reality shows may tout an up-close-and-personal glimpse at their stars, but little offer as much access to participants in real time as Big Brother. Since the show’s premiere, CBS has provided viewers with a 24/7 live feed of the contestants living in the house. At any point in the day, save for certain competitions or ceremonies restricted for the episodes, someone can hop on Paramount Plus to watch houseguests hang out, strategize and often, say the wrong thing.  

Though houseguests are made aware they are being filmed continuously via live feed, several houseguests have been recorded on camera making racist, homophobic or sexist comments. Consequently, some have been forced to leave the show and navigate long-lasting consequences.   

Houseguest Rylie Jeffries landed in hot water online for his treatment of fellow contestant and “showmance”, Katherine Woodman, in the season currently airing. When host Julie Chen asked him about some of the declarations he’d made in the house after he was voted out, his response was, “I can’t believe y’all heard that.”  

Just like other Big Brother houseguests of seasons past, anyone can turn into a headline overnight. It’s a story becoming increasingly common – an executive or employee makes an insensitive comment and puts themselves and their company in the hotseat. You may think it can’t happen to you, but who knows? Here are a few lessons to take from Big Brother contestant missteps:  

  1. Always assume someone is listening: Big Brother houseguests are required to wear microphones at all times. Every conversation, no matter how benign, is recorded for the audience to hear. While this kind of 24/7 surveillance once seemed unbelievable, social media has opened the floodgates and provided individuals with a platform to expose public slip ups. Social media is riddled with countless comments calling for the employment or other personal details of individuals caught in hot-mic moments or who may have said something controversial publicly. 
  1. Understand how you want to be perceived: Contestants are frequently shown saying one thing in diary confessionals, only to be shown saying and doing something completely the opposite in the house. This sort of flip-flopping may be understandable in the context of a game, but it won’t always fly in the real world. People want to connect with brands and companies that align with their values and when individuals representing the company’s stated mission fail to reflect them, it can breed frustration.  
  1. Utilize your communications team: Big Brother contestants spend their time in the house with no contact or input from the outside world. No one is there to guide messaging or consider public perception. Companies don’t have to be at the same disadvantage. The right communications team will anticipate crisis situations before they happen, working with leadership and serving as a resource for the wider team.  

100-plus cameras may not be following your every move, but the court of public opinion is. It no longer takes signing up for a reality show to launch your public misstep to virality. We can learn from these houseguests’ mistakes and use it for smart and effective communications that strengthen relationships with audiences.  

The Entertainer’s Guide to Storytelling: Lessons from Billy Joel’s Songbook

Since 1971, Billy Joel has created music history with songs like “Piano Man,” “Scenes from an Italian Restaurant” and “You May be Right.” His storytelling has transcended generations, intrigued millions and established a credibility that few have managed to garner from a start in a smoky piano bar. Last month, HBO Max released the documentary “Billy Joel: And So It Goes,” a two-part, five-hour biography that discusses Joel’s life in parallel with his songwriting. Though his stories and songs were an intimate reflection of his own life, millions of people around the world have resonated with them for decades.  

While Joel’s craft is fueled by finesse and artistry, his approach is undoubtedly a masterclass in storytelling of all facets. Narratives are a crucial key to success in public relations. It is how you connect with audiences, place stories and build brand reputations. And while writing a product announcement may be farfetched from writing a hit song, many of the principles in attracting the masses from Joel’s songwriting hold true, even in a corporate setting. Consider the following elements of storytelling we can learn from Billy Joel:  

  • Creating a Memory  

One of Joel’s greatest skills is creating memories. His ability to paint pictures with words and melodies have made people believe they are in the room with characters like Sergeant O’Leary or Bill at the bar. A brand looking to resonate with audiences needs to offer them something relatable, whether it be a thought leadership opportunity talking about a relevant trend or a product announcement solving a problem for a specific audience. Brands should consider how a narrative can help elevate their public presence, entice new audiences and maintain relevance with current audiences.  

  • Authentic Storytelling  

Billy Joel’s authentic experiences bleed through his music and lyrics. Throughout the documentary, Joel shares the true back stories behind tunes like “You’re My Home,” written about his cross-country road trip with his wife and stepson from New York to California. Or “New York State of Mind”, which was written about his experience coming back to New York from the West Coast.  

As Billy would say, it’s “A Matter of Trust.” In business, audiences can see through unauthentic communications, and it can erode trust much faster than it takes to build it. Over the last few years, for example, we have seen several brands get criticized for their approaches to diversity, equity and inclusion (DEI) that audiences deemed unauthentic. Last year, Tractor Supply Co. saw firsthand how unauthentic communications that do not align with a brand’s values and those of their stakeholders could quickly result in boycotts and social media debates. Brands must consider how their communications align with their audiences and brand values. Even the most well-intentioned communications can have an adverse effect if they are perceived as ingenuine.  

  • Knowing When to Pivot  

Throughout Billy Joel’s career, he evolved based on his connection to his art. From his first album, “Cold Spring Harbor,” to his last full length pop album, “River of Dreams,” Joel created a sound that was undoubtedly his. Every album, however, was vastly different. In 1993 when he decided he has said all he had to say in pop music, he pivoted to a classical album that debuted at #1 on the classical music charts.  

Brands that want to maintain relevancy cannot stay stagnant. Joel’s success shows that evolution is more than jumping on to a social fad or swaying with the courts of public opinion. Brands should be constantly evaluating their public presence, how they are being perceived and how that aligns with their offerings, values and goals. The world will continue to shift, but the brands that experience century-long success have known when to adapt, while preserving their core values.  

Effective storytelling is an artform, one that defines a musician’s career and a brand’s legacy. Joel’s songs remind us that the best storytelling can create shared memories, build trust and welcome new fans throughout generations. Whether writing a hit song, launching a new product, building a legacy or navigating a crisis, effective storytelling has the power to connect and inspire audiences that creates a foundation for long-term success.  

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.

Send-off for Public Relations Manager Hari Rajagopalan

Public relations is all about relationships–the people behind the stories. That’s why we’d like to highlight Account Manager Hari Rajagopalan as he prepares to start a master’s program in the fall. We hope you enjoy learning more about one of our team members as we wish him well in his next chapter.  

  1. Where are you going to school?  

In August, I’ll be starting school at the University of Michigan’s Ross School of Business to earn an MBA.  

  1. What are you most looking forward to for your move? How will you adjust to the colder weather?  

I’m looking forward to exploring a new town. I’ve never lived in the Midwest and have only visited Ann Arbor once. I can’t wait to meet new people from a wide variety of backgrounds through my MBA program, try new restaurants and see new sights. 

The colder weather and snow will be an adjustment, and I’ll start that adjustment by buying a real winter coat and some hand warmers. I think it’ll be fun getting used to a new climate and working around the snow and other weather challenges I’ll experience while there. 

  1. What prompted your decision to pursue an MBA?  

I felt ready to try something new. I’m incredibly grateful for the time I’ve spent working in PR, but I believe that skill development and continuing education are vital to becoming a more well-rounded person. I think an MBA will help develop my analytical skillset, whether that ends up being back in the PR space or in another field entirely. 

  1. How do you plan to marry your MBA with your PR experience?  

My PR experience is a great starting point for business school. Navigating fast moving media opportunities, balancing client needs and media expectations, and learning how to advise clients to best support their reputation and brand have taught me the importance of effective, concise communications, empathy and adaptability. These skills will prove critical as I’m asked to evaluate other businesses and develop tactics and strategies for growth. 

  1. What was your favorite PR career memory? 

My favorite memory in PR was working with one of our clients on a campaign for the St. Baldrick’s Foundation. Seeing our work directly impact and support a nonprofit making a real difference in our community and beyond was extremely rewarding and exciting. And getting to see the Mummers at their head-shaving fundraiser was an added benefit to supporting the campaign. 

  1. As you make the transition from full-time work to full-time student, what changes do you think will have the biggest impact on your day-to-day and how do you plan to adjust to the change? 

The transition will be difficult. Attending classes will require an entirely different mindset and it has been years since I last was in a formal class setting. To adjust, I’ll be taking some online courses in my spare time this summer and trying to get ahead of some of the work I have lined up for the fall. I think starting classes early, even in an online setting, will help adjust my brain to be ready for these new challenges. 

  1. Any other big life updates you would like to share? 

Next year will be a busy year! In the winter, I’ll be traveling to India to marry my fiancée in a traditional Indian ceremony. Then, in the Spring, we’ll be married again in New Jersey. I’m looking forward to it all, even if it will be chaotic to navigate. 

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.