Stories by Nicole Schuman

There is tremendous uncertainty about the upcoming school year as the novel coronavirus continues to ravage the country. As a result, stakeholders will depend on clear, decisive communication in an attempt to calm concerns. Unfortunately, not every school district has a trained communication professional on staff. We asked an experienced education communicator about best practices.

Today marks an important date for not one, but two points in history. It is the 55th anniversary of former United States President Lyndon B. Johnson signed the Voting Rights Act, as well as 75 years since an atomic bomb dropped on Hiroshima. Both of these occurrences provoke conversation as well as thoughtfulness in regards to historical context.

Today, we’re getting inside the head of Ashley Sasnett, digital strategist, digital strategy and web experiences at Equifax, who will be speaking on career paths in social media. For a deep dive into social media content creation, strategy and measurement, register today for The Social Shake-Up, which will take place Sept. 22-23 (workshops) and Sept. 29-Oct. 1 (sessions and keynotes).

Unfortunately not every organization can boast of a true wordsmith. And that is where public relations professionals can really lend a hand. With so much content infiltrating journalists’ inboxes it can be difficult to create a memorable press release. Including an unforgettable quote can stop readers in their tracks, encouraging them to take a closer look at the story. 

As the pandemic has changed many aspects of life and business, it’s natural to think communicators are adjusting their messages and how they’re delivered. Nicole Schuman of PRNEWS found PR pros at brands and organizations are making subtle and significant changes in the wake of the pandemic.

Like a Nancy Drew page-turner, Sunday’s mystery of the vanishing baseball player took a shoddy communication road not many PR pros would care to ease on down. Yoenis Céspedes, an outfielder and DH for the New York Mets, chose to opt out of the rest of the 2020 Major League Baseball season. But before that acknowledgement, the Mets issued a statement suggesting the blockbuster player was missing. 

Premier Daniel Andrews released the type of statement that could serve as a sympathetic guide for other government officials who need to deliver difficult news. Andrews’ tone is succinct and forward, but also personable and easy to read—clear of most medical jargon.

While it may seem easier in the moment to insert “said-phrase-here,” using clichés and turnkey phrases sometimes causes readers to gloss over information and in the worst case—stop reading. We asked PR writing coaches for suggestions to counter bad writing (including our own).

If a global business behemoth like Google can pivot quickly to address COVID-19 concerns, many other organizations may be asked follow and keep employees informed. Planning ahead instead of reacting to a crisis seems to be de rigueur for communicators. It’s a smart move.

When it comes to communicating a commitment to equality to employees, actions speak louder than words. Many companies have launched employee resource groups or ERGs, in which employees volunteer to lead a focused group with clear missions, goals and objectives to contribute to the overall organization.