Stories by Nicole Schuman


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

White House Cancels, then Reschedules Monday’s Coronavirus Task Force Briefing

April 27th, 2020 by

After a weekend without any coronavirus task force updates from the federal government, the White House announced a full cancellation of today’s daily briefing. 


NFL, Brands Test the Boundaries of Communication for Draft Day

April 23rd, 2020 by

In a world without professional sports, the National Football League will provide a reprieve to fans looking for live action with this week’s NFL draft. In what may be the most highly-anticipated COVID event to… Continued

man sitting_sad

For Prospective College Students, Communications Plays Role in Choice

April 22nd, 2020 by

For high school seniors, receiving that fat envelope in the mail from a prospective dream college ranks as one of the most memorable days of their lives. Unfortunately, for many, the onslaught of coronavirus interrupted that dream. With so many unknowns, prospective students and families are left with dozens of questions, launching higher education communications departments into overdrive.

Ticketmaster Finally Responds to Rising Tide of Customer Complaints

April 20th, 2020 by

Ticket buyers hounded Ticketmaster for weeks, wondering when or if they would receive refunds for cancelled sporting events and concerts. Live Nation, parent company of Ticketmaster, offered no reprieve. Postponed events would not lead to… Continued

Shake Shack Clearly Communicates Why It Returned Government Loan

April 20th, 2020 by

Burger chain Shake Shack announced today it will return $10 million it received from the Paycheck Protection Program (PPP). The $349 billion federal program allowed small businesses to apply for relief during the COVID-19 crisis.… Continued

Stimulus Rollout Leaves Citizens with More Questions than Checks

April 16th, 2020 by

Many Americans awoke April 15, on what is normally Tax Day, hoping to find an emergency stimulus payment of up to $1200 in their checking accounts.

Michigan Governor Gives Masterclass in Responding to Public Demonstration

April 16th, 2020 by

There have been examples of good communications and communicators during the pandemic. Governor Andrew Cuomo and Dr. Anthony Fauci come to mind. Add Michigan Governor Gretchen Whitmer to the list.

girl on phone working at laptop

PR Pros Adapt Pitching and Messaging Frequency to Pandemic

April 15th, 2020 by

One of the top questions on PR pros’ minds is how often they should be pitching to the media. In the middle of the pandemic, when the public is hungry for the latest COVID-19 information, communicators, particularly those whose field is unrelated to healthcare or finance, may feel unsure. PR pros we interviewed advised returning to media relations’ basics, mixed with empathy and patience.