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Occasionally a public figure or employee will take a stance that drifts from the overarching owner or employer. That’s when the brand goes into overtime assuring consumers and followers that the opposing message does not represent the entire organization. The NFL played it safe while Brees sat on the hot seat.

While many agencies and brands have voiced their support via social media posts and statements, real action needs to be taken in order to prove the support the industry claims for a more diverse workforce. 

Many companies and organizations are taking stands in support of recent events. More than a few of their statements fall flat. There are several things an organization should consider before it takes a stand. First, avoid empty statements, be sensitive, honest and, most important, say something real.

As communicators, we have a powerful opportunity to positively influence behavior change. Through messaging with strategic calls-to-action, brilliant creative and multichannel outreach, we can impact wide-spread sea change in any environment. Whether you’re operating from agency or brand, our shared purpose within this discipline is to do well by doing good.

New York City Mayor Bill de Blasio announced an 8:00 p.m. to 5:00 a.m. curfew on June 2, the city’s first such rule since 1945. The curfew, effected following consultation with local police and state government officials in hopes of preventing looting, extends to rideshare apps. While Uber and Lyft complied with the order, as well as Citibike—the bicycle share program owned by Lyft—the latter brand did not go down without a fight on social media.

In an always-connected digital world, delivering a message to unite a community seems simple. We see this in the unity of health and safety messaging from organizations that has emerged during the COVID-19 pandemic. Now groups, companies and brands must decide about their stance not only on the death of George Floyd, but support of the black and brown community.

Skittles pledged to honor LGBTQ Pride Month by removing the rainbow colors from its signature product in 2020. “Only one rainbow matters during pride,” greyscale candy wrappers read; individual candies will temporarily be leeched of color. Skittles will donate $1 per pack of its all-white Skittles to LGBTQ media advocacy group GLAAD. Here are communications takeaways to consider as Pride month—amid nationwide protests against racial inequality—begins.

Today, June 1, 2020, we are suspending our social posts and essays to take time to reflect on how we as writers and communicators can stand in solidarity with the Black and Brown communities in the fight against racial injustice and inequality. The following article, published May 29, seems even more important today. Our staff wishes you health, peace and well-being today and in the tumultuous days ahead.

Similar to many in the work force, media relations pros continue to do their jobs, albeit from home. Unfortunately, their counterparts in journalism are absorbing unpaid furloughs as well as layoffs and outright shut downs of media outlets. A simple suggestion might help slow these trends and bring brands benefits.

The PRNEWS staff comes across many examples of brand advertising and communications every day. We have compiled a weekly assessment, with staff members providing their choices of the most notable, good or bad. We hope these brief examples will provide a learning experience about what works and what to avoid.