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When Delta joined a growing list of companies rescinding discounts for NRA members, it did so by proclaiming its neutrality. And when FedEx decided to keep its NRA discount in place, the brand also attempted to stay neutral. But both quickly found that when it comes to an issue as controversial as gun control, brands can’t have it both ways.

Our weekly roundup of trends, news and personnel moves in communications and marketing. This week’s stories include the growing list of companies cutting ties to the NRA (and those that are trying to find middle ground), the unspecified inappropriate behavior that brought down a Ford president and Facebook’s apology about tweets the President cited as proof that Robert Mueller was off course.

Does your organization measure results before, or after, a campaign has run its course? For Whitney Drake, who leads General Motors’ Story Bureau and Analytics function, measuring campaigns from the start is the key to more meaningful metrics—not to mention a more insights-driven workplace culture.

Samsung Electronics revealed the latest iteration of its smartphones yesterday with the Galaxy S9 and S9+, highlighting new and updated apps, including its voice-activated personal assistant and augmented reality emojis, among other features. So, ahead of the Galaxy S9’s release on March 16, here are three features in the latest iteration that communicators should know about now.

As a communicator, you can have a powerful impact on just about every corner of your organization by using the platforms, relationships and knowledge that you and your PR team are uniquely positioned to leverage. It’s on you to get your head around these trends and make something of them.

With more than 48,000 tweets and counting, the #BoycottNRA hashtag is trending and brands are listening. In response to the outcry following the Feb. 14 Parkland, Fla. school shooting, several national brands have rescinded their NRA membership discounts in support of gun control, including Best Western, Wyndham Hotels, Alamo Rent A Car, Enterprise Rent-A-Car and First National Bank of Omaha, among others.

With the 24-7 news cycle, the speed of social media and the demands of the C-suite, it sometimes feels as if PR pros move from crisis to crisis. Nisha Morris, executive director, communication at Providence St. Joseph Health, offers five tactics that can help communicators escape this roller coaster and promote their brands through proactive media activities.

Your employees can be your best and most authentic ambassadors, helping to spread awareness and build excitement around your brand. But finding the right influencers from within your ranks can be a challenge. In the just-published PR News Influencer Marketing Guidebook, Lisa Apolinski, founder and CEO of 3 Dog Write Inc., provides seven useful questions to help identify the best person for the job and how to craft your strategy around that person’s strengths and your existing customer base.

There’s an old courtroom expression: “Never ask a question if you don’t know the answer.” But after last night’s CNN town hall debate about gun control—when survivors of last week’s Parkland, Fla. school shooting met with Sen. Marco Rubio, Parkland Rep. Ted Deutsch, Broward County sheriff Scott Israel and National Rifle Association spokesperson Dana Loesch—perhaps a new version of that quote is in order: “Never answer a question without first reading the room.”

Dallas Mavericks owner Mark Cuban has had a rough week. On Tuesday, Sports Illustrated published a bombshell investigation that detailed a culture of sexual harassment among the Mavericks’ corporate culture for the better part of a decade. The report seemed to catch Cuban—and the Mavericks organization—off guard, highlighting the need for all organizations to engage in crisis planning. And it’s yet another example of how all brands need to be prepared for allegations of this nature in the wake of the #MeToo movement.