Stories by Dustin Siggins

Cup of iced medium coffee or Frappuccino with cream and chocolate sauce on wooden counter at cafe or coffee shop.

Starbucks’s PR Blunder: Blaming Customers Equals Trouble

May 14th, 2024 by

What compounds the problem and leads to the worst kind of viral media coverage is company leadership shirking accountability by saying sales dropped due to impatient Starbucks customers.

Our author shows how to define four target audiences for a media campaign.

How Many Target Audiences is Optimal for a Media Placement?

January 22nd, 2024 by

Media exposure requires reaching at least four target audiences to even begin creating worthwhile engagement. Our author explores who to target and how.

Cover-ups Don’t Work: PR Lessons From San Francisco’s Clean-up

December 8th, 2023 by

Last month, San Francisco’s leadership failed perhaps the most basic of PR tests: They tried to put lipstick on a pig and pretend it wasn’t a hog. Here are six PR lessons from the city’s failure to appeal to its core audience: its residents.

Cartoon flat vector illustration

How to Use Data to Build a Counter-Narrative Campaign

July 11th, 2023 by

Our author argues that several recent polls hand Supreme Court defenders unexpected data that could become the foundation of a counter-narrative campaign. Here, he outlines PR principles that could help turn the tables.

CBS Miami reporter Samantha Rivera pushes a rowdy fan out of the camera shot at the end of the Panthers Golden Knights Stanley Cup playoffs Game 2

Don’t Let Anyone Hijack Your Message

June 13th, 2023 by

Our author showcases several important principles which PR pros should pass onto client and executive spokespeople to avoid having a narrative or message hijacked.

Close-up of Hand using writing pen with questionnaire or paperwork survey question filling in business company personal information form checklist document.

Communicating ‘Bad News’ the Right Way by Setting the Narrative

May 31st, 2023 by

It’s never easy to announce that your company is leaving a huge market, or that you are making that decision “to improve the company’s financial strength.” State Farm’s communications team deserves credit for limiting brand damage by choosing a simple, straightforward statement that said and did all of the right things.

Creative design. Contemporary art collage. Businessman sealing giant's head mouth with tape symbolizing ban of opinion. No comments. Concept of business, challenge, forbiddance. Flyer design

Why It’s Sometimes Best to Use Silence Before and During a Crisis

May 12th, 2023 by

Like anything else, silence is the right solution under the right circumstances. Our contributor discusses recent events and shares when it’s the right time to remain quiet.

How to Set Expectations with Executives on Your Media Outreach

April 3rd, 2023 by

Speaking executives’ language is a huge step toward building a successful long-term relationship. But now comes the hard part: continually engaging executives so they will trust the process will lead to achieving top-line goals six, 12 or even 18 months from now. Thus, it is imperative to set expectations that executives will understand.

illustration of businessman leader lift balance ethical scale.

What Ethical Obligations Do PR Professionals Owe Clients’ Customers?

February 13th, 2023 by

While PR firms can’t be expected to thoroughly audit every prospect, there are lessons we can take from FTX’s collapse to act ethically, protect our reputations, and work with the best clients.

Building a Trust Reservoir Long Before You Need It

August 29th, 2022 by

When a company does right by customers for years, it builds a large trust bank. That reputation reserve can help during difficult times.