Stories by Dustin Siggins

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.

Long Island Shows How Your Company Can Survive a Shark Attack

July 12th, 2022 by

On Sunday morning, July 3, a lifeguard participating in a training exercise at Smith Point beach, a park and swimming area off the Long Island, NY, coast received the shock of his life. A shark… Continued

How PR Pros Can Adapt to Gannett’s Revised Editorial Guidelines

June 14th, 2022 by

Gannett urged its 250 local newspapers to halt national-related op-eds in favor of regional expertise. Here’s how local pitches can work.

Gov. Kemp and Hyundai Spark Successful PR Partnership

May 24th, 2022 by

Last Friday (May 20), Georgia governor Brian Kemp offered a master class in turning partnerships into a multi-tiered PR success. Alongside Hyundai Motor Group executives, Kemp announced the company will open a $5.5 billion electric… Continued

Communication Lessons from the Fog of Russia’s War in Ukraine

March 22nd, 2022 by

Ukraine and Russia are employing different communication tactics as they aim messages at disparate target audiences. The result, in part, is confusion.