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Usually an excellent communicator, Southwest Airlines must repair its reputation now. PR and apologies are important, but won’t be enough. Instead, it also needs a strategic rebrand.

This week’s notable PR items showcase the consequences and impact of crisis at Zelle and TikTok as well as a change at Amazon.

In spite of business taking it on the chin for bungling PR crises, among other things, it tops Edelman’s 2023 Trust Barometer. Tonya Ries, who oversees the Edelman Trust Barometer, was our special guest on PRNEWS Live.

Can technology alleviate errant pitches, a top complaint of media members? Probably not immediately. There is hope for the future, though. In addition, there are work-arounds available now.

This explainer looks at ChatGPT and explains when communicators should embrace the technology, and when they should steer clear of it.

Hope is not a PR tactic, yet it’s essential in communication campaigns, our author writes. The recovery of Damar Hamlin proves hope’s importance. Even BlackRock chief Larry Fink says he’s writing about the concept of hope in his New Year’s letter.

Admitting mistakes promptly is difficult. Yet the history of PR crisis shows it’s the best route for avoiding drip-by-drip negative media. The White House is learning this lesson the hard way.

January is National Mentoring Month. And aside from utilizing mentorship to go full-speed ahead with new years’ aspirations, having a mentor is just a good, anytime career decision.

Our Explainer series looks at S.M.A.R.T. Goals, a framework that provides criteria for more efficient goal-setting and evaluation of results

The media and book lovers were wild about Harry this week, but his family stayed mum. Meanwhile, McDonald’s took a hit for an old PR crisis.