Resource Hub for Strategic Communication Professionals
Looking for guidance? Explore our strategic communications topics in the categories dropdown below and use the search bar to quickly find relevant articles.
Short Takes: A Boat and a Brand Collab
If you’ve spent any length of time on the internet in the past few weeks, it’s likely you heard about the mega-viral video series about the 29-year-old man who quit his job, liquidated his 401k, bought a sailboat, and planned to sail from Oregon to Hawaii with his rescue cat and minimal experience sailing.
One savvy marketer from E.L.F., the cosmetics company, saw a brilliant opportunity to make a splash (pun totally intended).
Diaper Drama: Costco’s Response to Consumer Backlash
Costco’s Kirkland Signature diapers are a staple in many households. They’re affordable, high-quality, and often the reason families justify the membership fee. They’ve built a bit of a cult following in the mom community.
But in January 2025, Costco announced they’d be switching diaper manufacturers—from Kimberly-Clark Corporation (maker of Huggies) to First Quality, the maker of Cuties diapers.
Moms panicked. Social media flooded with reviews criticizing the new diapers for being noticeably thinner. So how did Costco respond?
Broadway Backlash: Lessons from the Dolly Drama
Back in December, Dolly Parton fans got a surprise: an open casting call for a new musical based on the country music legend’s life. The show’s team encouraged anyone to submit and post a video of themselves singing a Dolly hit. The best submissions, they said, would have a chance to participate in the show’s formal auditions. What went wrong?
The Streisand Effect in Action: How Belichick’s Interview Dodge Became the Whole Story
There’s nothing like a bad interview to get public relations pros buzzing, and last week, the industry was aflutter after former Patriots Head Coach Bill Belicheck granted an interview to CBS Sunday Morning to promote his new book.
While there were several moments that would spike your average PR person’s blood pressure, one question stole the spotlight from the entire interview. When asked how he and his 24 year-old girlfriend Jordan Hudson met, the camera pans to her shutting down the question with a terse, “We’re not talking about that.
The coverage on the moment exploded. Memes were created. That single moment, paired with a little bit of commentary about Belichek’s tattered sweatshirt, dominated stories and public discourse.
Public relations professionals call this spinout the Streisand effect.
What Is Newsjacking—And How Can Your Brand Do It Right?
Coined by marketer and author David Meerman Scott in 2011, newsjacking is the art of inserting your brand or message into a trending news story or cultural moment. Done right, it can win you attention, relevance, and a wave of earned media and social media engagement.
Short Takes: The Ordinary’s Un-Ordinary Marketing
The Ordinary-branded cartons of eggs started popping up in two New York City locations, selling for $3.97 in a city where eggs currently are selling for over $5 a dozen. Was the PR stunt a good move or a flop?
The High Cost of Low Empathy: What Brands Can Learn from the Happiest Baby Controversy
A single social media post can make or break a brand, and how companies handle customer interactions matters more than ever —especially in moments of grief.
How Poppi is Fizzing Back Up After Influencer Campaign Falls Flat
Poppi, a soda alternative, launched its first Super Bowl ad campaign this year. To generate buzz in advance of the game, they sent Poppi-filled vending machines to the homes of TikTok influencers.
Consumers hated it and were immediately fired up about the campaign’s direction, criticizing Poppi’s spending on an expensive brand activation that benefitted already wealthy influencers.
The Risks & Rewards of Co-Branding with The White Lotus (AKA Murder Marketing)
Co-branding can be a powerful tool—when done right, it elevates both partners, creating a PR boost that neither could achieve alone.
Take, for example, the unexpected yet wildly successful partnership between HBO’s The White Lotus and the Four Seasons.
Southwest Drops a Beloved Perk—Then Fumbles the Fallout
For a company whose longtime slogan has been “Bags Fly Free,” the backlash was immediate. Combined with last year’s decision to eliminate open seating, customers felt like Southwest was rapidly losing its identity, along with any reasons to fly the carrier. What can we learn from this?
How a Trash Can Helped Bring a Team to Victory
Yep. In a tradition that very quickly became a national sensation this year, the UNO Mavericks have turned a locker room celebration into a major communications and public relations opportunity, while also building fan culture.
The Power of Thought Leadership: Positioning Your Organization for Success
The leaders of your organization can be some of the most powerful communication tools in your arsenal. By positioning them as thought leaders, you can elevate your brand’s reputation, establish your organization as an innovator, and open the door to opportunities such as media coverage, speaking engagements, and increased social media influence.
Do I Delete That Comment?
Social media can be a powerful tool for engagement, but it also comes with the challenge of managing public commentary. When an off-topic remark, a negative critique, or outright hate speech appears in the comments section, the question arises: do you delete it? The answer depends on context, and having clear guidelines in place can help you navigate these decisions with confidence.
The Critical Role of Internal Communication During a Crisis
During a crisis, communications internally has to come first, and without a crystal-clear internal communications strategy, employees can be left in the dark, anxious, and unprepared to navigate the situation. Leaders in a crisis must move quickly and handle multiple tasks simultaneously. This is possible when you have a plan.
Public Relations Lessons from Dolly Parton
Dolly Parton once said, “Find out who you are, and do it on purpose.”
This philosophy has led her to do what few can claim: she’s created a universal appeal that has stretched decades and spans generations, socioeconomic classes, and political divides. This beloved icon, who infuses authenticity, humor, and joy into every project she touches, is a public relations genius that every strategic communicator should study.
Election Eve: Using Clear Comms & Facts to De-escalate Election Disinformation
If you haven’t gotten around to voting, there’s still time left. And if you aren’t tired of election season, consider these communication-centric tidbits…
Navigating Politics as a Nonpartisan Organization
In the nonprofit world, interacting with elected officials is an important component of the organization’s communications strategy. We turned Angela Roebler, chief communications officer at Project Harmony, for her thoughts on successfully communicating politician visits.
What Happened When the Teens Took Over a Social Media Account? Good Stuff!
Duchesne Academy’s students are in charge of the Omaha high school’s social media platforms.
Clarity Rating Scale: Comms Lessons from an On Air Panic Attack
Your are a meteorologist, and you have a history of panic attacks. The very place you need to work — the green screen — is a trigger for you. What do you do?
Storm Response Excellence: A Leader’s Internal Email Praises OPPD and Models Great Comms
I received the note below from Omaha World-Herald alum and Comms Pro Erin Grace sharing her praise for Omaha Public Power District’s (OPPD) communications to clients following a wind storm that took out power to over 200,000 homes, some for over a week, with highs in the 90s.