Reputation

How healthcare brands like Tylenol, UnitedHealth and BetterHelp respond when trust meets skepticism reveals who they are, and whether they still deserve to be believed.

This week’s PR Roundup explores how brands should approach SNAP and the government shutdown, Muck Rack’s latest “State of PR Measurement” report and a beefy campaign from A.1.

2025 PRSA ICON gathered comms professionals, educators and students to explore themes on impactful storytelling, industry ethics, leadership and reputation in polarized times, and the effect of technology on the profession. 

Learn how to navigate AI crisis challenges by focusing on transparency and aligning AI use with brand values.

Most companies prepare for technical outage recovery. Very few prepare for reputational recovery.

The PR profession has a critical responsibility and opportunity to lead organizations and clients in bridging the divide in the country through relationship-building and dialogue that fosters greater understanding.

Michael Brito, Global Head of Data + Intelligence at Zeno Group, discusses how AI’s interpretation of sentiment doesn’t always mirror the original source, potentially amplifying negative viewpoints.

This week’s PR Roundup explores the high stakes of personal conduct in a hyperconnected world, how AXE’s tongue-in-cheek TikTok collaboration proves the power of creator partnerships, and why new research shows PR pros must rebuild trust as young audiences turn to (but doubt) social media for news.

When the world’s most powerful defense institution declares that “the press no longer roams free,” it’s a revealing example of how even someone steeped in media can misunderstand both a mandate and the medium. In… Continued

This week’s PR Roundup reviews the first public appearance of the American Eagle CMO since this summer’s Sydney Sweeney jeans debacle, a new study showing not everyone in PR is into AI, and how Getty learned what its audience needed through reading data.