Stories by Nicole Schuman


Shanghai Disneyland’s Reopening Could Serve as a Model

May 11th, 2020 by

Shanghai Disneyland reopened today, with plenty of eyes watching. As parts of the world attempt to emerge from lockdown and stay-at-home orders, onlookers wonder how opening the gates to large destinations like Disneyland will unfold,… Continued

Hallmark Uses Social Listening to Evolve

May 11th, 2020 by

Hallmark found inspiration for its latest Mother’s Day commercial from a Facebook fan who shared her journey of parenting a child with a disability on its page. The fan noted that not all motherhood looks the same, but should be celebrated nevertheless.

How to Create a Communications Plan for Reopening

May 8th, 2020 by

With reopening touching so many industries, there is no one-size-fits-all communications strategy. But communicators will be left holding the mic, responsible for over-communicating policies and practices to employees, customers and other stakeholders. Here are tips to help.

Airbnb CEO Delivers Empathetic, Transparent Message Regarding Layoffs

May 7th, 2020 by

As of today, 33.5 million Americans have filed for unemployment. And it appears no one, even global tech and service companies, are immune to the economic downturn. On May 5, Airbnb CEO Brian Chesky sent… Continued

Brands Encourage at-Home Cinco de Mayo Celebrations

May 5th, 2020 by

Cinco de Mayo usually welcomes revelers for one of the prime party days in America. Spring has sprung, the weather is warmer and there’s not much to dislike about Mexican food or margaritas. The day… Continued

Amazon VP Makes a Statement With a Statement

May 4th, 2020 by

Amazon is not doing itself any favors with its recent handling of employee relations. For a company that reported $75.5 billion in first quarter earnings, up 26 percent from Q1 2019, Amazon is failing to… Continued

A Pox on Both Your Houses: PR Pros Split on Reputation Hit from PPP Debacle

April 30th, 2020 by

The federal government that created the flawed small-business loan program and large brands that received the money will suffer reputation damage equally, senior PR executives said in a PRNEWS survey. Essentially split down the middle,… Continued


Travel Industry Pivots Communications to Assure the Consumer

April 29th, 2020 by

The travel industry undoubtedly took a huge hit with the onslaught of COVID-19, so communicators reassessed messaging to address customer concerns and provide assurance. While uncertainty looms around this new normal, brands look to guide customers with a steady hand for any future travel needs. 

Brands Focus #NationalSuperheroDay on Real-Life Superheroes

April 28th, 2020 by

Brands and individuals pivoted from honoring the traditional superheroes of Superman and Wonder Woman, to our everyday superheroes—doctors and nurses, grocery clerks, mail carriers, teachers and other essential workers on today’s National Superhero Day. The… Continued

Tyson Foods’ Messaging Goals Unclear in Full-Page NYT Advertorial

April 27th, 2020 by

While the beginning of the COVID-19 crisis in America resulted in empty toilet paper shelves, Tyson Foods may have unofficially announced the second wave of panic buying—chicken and meat products.  The chicken producer chose to… Continued