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.
Stories by Dustin Siggins
How Many Target Audiences is Optimal for a Media Placement?
January 22nd, 2024 by Dustin SigginsMedia 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 Dustin SigginsLast 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.
How to Use Data to Build a Counter-Narrative Campaign
July 11th, 2023 by Dustin SigginsOur 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.
Don’t Let Anyone Hijack Your Message
June 13th, 2023 by Dustin SigginsOur author showcases several important principles which PR pros should pass onto client and executive spokespeople to avoid having a narrative or message hijacked.
Communicating ‘Bad News’ the Right Way by Setting the Narrative
May 31st, 2023 by Dustin SigginsIt’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.
Why It’s Sometimes Best to Use Silence Before and During a Crisis
May 12th, 2023 by Dustin SigginsLike 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 Dustin SigginsSpeaking 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.
What Ethical Obligations Do PR Professionals Owe Clients’ Customers?
February 13th, 2023 by Dustin SigginsWhile 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 Dustin SigginsWhen a company does right by customers for years, it builds a large trust bank. That reputation reserve can help during difficult times.