Branding/Reputation

kid getting a bad grade on a paper

PRNEWS GRADES: Brand Creations for the Week of May 24

May 28th, 2020 by

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.

During the Pandemic, PR Pros Find New Ways to Communicate

May 28th, 2020 by

One of the pandemic’s few bright spots is that it has been a catalyst for communicators’ creativity. Examples abound, including a virtual red-carpet/press screening that National Geographic Channel staged for a new series recently.

covid-19 crowd of people in masks

Diversity and Inclusion Remain Essential During the Pandemic

May 26th, 2020 by

May is Asian Pacific American Heritage Month, making it a good time to consider diversity & inclusion issues and communications. We find that in the rush to emphasize health and safety, brands and organizations are allowing diversity and inclusion efforts to slip.

How Brands Can Craft Messages Around Financial Relief

May 22nd, 2020 by

Nearly everyone’s hurting from the pandemic, so when big brands ask for relief when the little guy isn’t able to, it could hurt brands’ reputations. Accordingly, brands need to be particularly aware of the court of public opinion when they seek financial relief. Careful messaging and other tactics can help soften reputation damage, PR pros say.

chicago museum masks

Patagonia, Chicago Art Institute Offer Examples of Standout Brand Activism in COVID Times

May 22nd, 2020 by

Some organizations have taken a risky approach, building digital or earned media campaigns that stand in for the usual awareness-building events—in-person rallies, press conferences or protests—now limited by bans on public gatherings. Two notable efforts of brand activism have stood out over the course of the pandemic; one local, one national: a mask-wearing campaign in Chicago, and political statements from longtime mercantile activist Patagonia.

Four Tips to Navigate Reputation-Challenging Crises

May 19th, 2020 by

The pandemic shows it’s impossible to predict a crisis. On the other hand, assessing likely risks, preparing a response plan in advance, understanding processes and practicing regularly will ensure success during most crises.

PRNEWS GRADES: Brand Responses to Coronavirus for the Week of May 10

May 15th, 2020 by

The PRNEWS staff comes across many examples of brand advertising and communications every day. We have compiled a weekly assessment, published Fridays, 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 things to avoid during this difficult moment.

Why Zoom Should Not Be Used for Everything, Particularly Layoffs

May 14th, 2020 by

It seems that no industry can escape coronavirus economic fallout, with the gig economy especially feeling the pain. As citizens shift their daily activities to become more home-centered, rideshare services like Uber and Lyft see… Continued

Note to Trump: Register the Domain Before You Launch the Campaign

May 13th, 2020 by

On May 11, President Trump proclaimed the U.S. would “transition to greatness” in his administration’s push to reopen the economy. The problem? Googling the slogan yields a website featuring an open casket visual, a count of total coronavirus cases and deaths, a link to the CDC website and several feature-length articles listing evidence around the Trump administration’s failure to manage the crisis.

Red Lobster CEO Apologizes for Mother’s Day Mayhem

May 13th, 2020 by

Public relations crisis management counsels that brands should own their mistakes promptly, apologize when there are victims and communicate how they are making things right. Red Lobster’s CEO Kim Lopdrup did that yesterday. For many… Continued