Reputation

DeepSeek app is on the App Store. DeepSeek, a Chinese AI assistant, is built on MoE-based 'DeepSeek V3' and released 'DeepSeek-R1' in Jan 2025.

How DeepSeek Took Over the AI Conversation

February 24th, 2025 by

The lessons from DeepSeek’s rise offer a blueprint for how brands, especially challengers, can capture attention, navigate controversy, and take over the conversation.

The Weber Shandwick C-Suite Report: An Opportunity to Prove Value to Corporate Leaders

February 19th, 2025 by

A new C-suite outlook report from The Weber Shandwick Collective indicates that business executives have little confidence in their teams’ abilities to properly respond to an unexpected PR disaster. But communications professionals shouldn’t panic. Executives cited their team’s lack of resources to handle crises—which creates a tremendous opportunity for CCOs and their teams to bring value to C-suites and play a bigger leadership role in corporate structures.

crisis team sits in a circle around a laptop

Explainer: Running a Crisis Drill

February 18th, 2025 by

Making crisis drills a regular occurrence can improve communicator response skills and boost team confidence.

DEI needs to be seen inside and outside an organization

PR Roundup: PRSA DEI Support, White House Versus AP and Shopify Answers Yeezy Questions

February 13th, 2025 by

This week’s PR Roundup looks at PRSA’s commitment to diversity, equity and inclusion, The White House’s risky media relations move with The Associated Press, and how Shopify’s reputation received some major blows after not acting quickly enough in a crisis with Yeezy.com.

Media Ethics and Reporting on Allegations: PR Lessons from the Lively/Baldoni Case

February 11th, 2025 by

The New York Times exposé published in December about Justin Baldoni’s alleged smear campaign against Blake Lively highlighted the dark side of PR. Then a week later, Baldoni filed a $250 million lawsuit against the New York Times, saying the media outlet got the story wrong. Ultimately, the legal questions in Baldoni’s suit concern media ethics. But in the meantime, the actors’ PR teams should keep these crisis communications tips top of mind.

Tele medicine concept,Medical Doctor online communicating the patient on VR medical interface with Internet consultation technology

Four Tips for Implementing AI in Health Communications

February 10th, 2025 by

According to a survey from Morgan Stanley Research, 94% of healthcare businesses use AI or machine learning in at least some capacity. Expectations have forever changed, and healthcare communicators must now rally behind AI to provide optimal outputs for their own companies as well as for clients and healthcare professionals.

TikTok logo on mobile phone screen. TikTok security and data

How TikTok’s Disappearance Became a PR Masterclass

February 5th, 2025 by

In a moment that underscores the challenges of navigating the political landscape, TikTok has found itself in a high-stakes battle. However, this evolving situation also offers valuable lessons for PR pros and businesses on crisis management, brand loyalty and communication strategies.

Twix Super Bowl gold bar commercial giveaway

Super Bowl Brands Embrace Multi-Platform Campaigns

February 4th, 2025 by

For some brands, the Super Bowl doesn’t necessarily mean creating a multi-million dollar TV ad during the big game. Many notable promotions don’t even require an actual ad anymore, as the event is now a multi-platform experience for companies and consumers.

How Businesses Can Build Brand Capital Amid Shifting Voter Sentiment

January 31st, 2025 by

With Congress slated to consider a host of measures that could profoundly impact businesses in 2025—ranging from taxes to trade to artificial intelligence—it’s more important than ever that business leaders leverage a trusted army of authentic stakeholders and validators. Our author outlines the ways in which communication teams can take up this task, through proactive and creative storytelling.

View of Costco wholesale storefront

PR Roundup: DEI Proponents, Acosta to Substack, Change and Reputation

January 30th, 2025 by

This week’s PR Roundup looks at companies not backing down from their DEI policies, Jim Acosta and the White House embracing “new media,” and the result of change on a company’s reputation.