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

View of Costco wholesale storefront

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.

Companies Sticking With DEI and Making It Known

What happened: A new presidential administration taking the helm always ushers in change. While diversity, equity and inclusion initiatives met criticism from conservative mouthpieces and organizations over the past several years, the new regime is holding corporations, educational institutions and other organizations to task by issuing executive orders ending all DEI activity within the federal government and terminating all “mandates, policies, programs, preferences and activities in the federal government” that the Trump administration considers “illegal DEI and ‘diversity, equity, inclusion and accessibility’ (DEIA) programs.”

Many notable companies such as Amazon, Target and Meta have abolished DEI positions and programs and have sent out statements of their actions and intentions.

However, other companies are holding the line, not looking to stray from their company culture and mission. These include Delta Air Lines, Costco, Goldman Sachs and more. 

Communication takeaways: Many pro-DEI companies have seen the benefits of sticking with these programs, as research from McKinsey shows that these not only encourage employees but allow for a better financial performance. 

Brennan Nevada Johnson, CEO & Founder of Brennan Nevada Inc., a tech PR agency, says brands that aren't backing away from the added pressure to cut their DEI initiatives and commitments need to speak up and own their positioning. Employees should come first. 

“First, you should communicate with your employees and those working for the company so they are kept in the loop,” Nevada Johnson says. “They should never have to find this information out from a social media post or news outlet.”

Next, she says it's important to engage and interact with your community, customers and stakeholders, and explain why you are sticking with DEI so you can separate your brand from those who have not. 

“There needs to be more of an emphasis on the benefits that DEI brings that brands can share with stakeholders, and stop siloing it,” she notes. “When DEI is a part of every function, role or tactic within an organization it makes it an integral part of its DNA that can't just be removed” 

And consumers are not staying silent on the DEI battle, as it can influence purchasing decisions—which is also something for companies to monitor in the media. A podcaster in Minnesota penned an impassioned piece about how she spends about $6000 a year at Target, and while it’s her favorite store, she’s giving it up due to the company's new stance on DEI. 

Early 2025 Wins for Emerging Media: Acosta, WH “New Media” Seat

What happened: This week veteran White House journalist and CNN program host Jim Acosta announced he would be stepping away from his position, after CNN moved Wolf Blitzer into Acosta’s daily 10 a.m. spot. The network offered Acosta a slot at midnight ET daily, which would also move him to Los Angeles from the East Coast, which he turned down. CNN says the move was not politically motivated. However, Acosta signed off with a final message of “don’t give in to the lies. Don’t give in to the fear. Hold on to the truth. And to hope.”

Acosta now becomes one of many journalists to take their careers to Substack, an emerging media platform away from traditional outlets. Here journalists have the freedom to report on what they want, in the style they wish, earning a mainline revenue through direct subscribers. While Substack is nothing new, it is a noteworthy trend of the diversification of media outlets—something for PR folks to pay attention to. 

Acosta wasn’t the only win for emerging media this week. The new White House Press Secretary, Karoline Leavitt, announced the addition of a seat for “new media” in the briefing room that they opened up to new bloggers, news influencers, content creators, podcasters and the like. According to the White House press office it received over 7,400 requests for the seat in just 24 hours. 

Communication takeaways: Creative comms agency Praytell partnered with YouGov to study the growing influence of emerging media platforms including Substacks and podcasts, which provides some insight to this evolving trend. The results show that emerging media connects better with audiences and that brands must embrace both emerging and traditional media. 

Findings include: 

  • Emerging media’s ability to amplify diverse voices stands out as one of its greatest strengths, particularly in its connection to underrepresented groups. The survey found that 42% of respondents believe emerging media is better at showcasing diverse perspectives than traditional media, while only 18% believe the same about traditional media outlets. 
  • But 30% of Gen Z respondents trust traditional media for topics like financial literacy and global news, illustrating that emerging media doesn’t dominate their preferences.
  • Consumers no longer rely on a single trusted source for information. Instead, they navigate personalized media ecosystems where content is served algorithmically. This shift necessitates a more integrated approach to PR, combining traditional storytelling with the immediacy and relatability of emerging media platforms.

Nate Jaffee, Praytell’s Head of Strategy, says communicators should expect an exodus of talent from traditional media outlets to move to emerging platforms. 

“The public has given communications professionals a mandate: authenticity cuts through,” Jaffee says. “Now, it’s the job of comms professionals to navigate the emerging media landscape. This begins with understanding who your audience listens to and what value you can authentically add to the conversation.”

The Impact of Change on Corporate Reputations

What happened: Speaking of company policies and changes, ChangeMakers, a reputation, social impact and marketing firm released its inaugural Reputation Index. The study uncovers the reputational consequences from some of the most high impact corporate planned and unplanned change events. 

This study assesses the reputation impact on 25 major brands across five high-profile change trigger events, both planned and unexpected, in 2024. These events included:

  • M&A Transaction (Planned)​
  • Brand Change (Planned)​
  • Financial Change (Planned/Unexpected)​
  • Leadership Transition (Planned/Unexpected)​
  • Public Crisis (Unexpected)​

Ultimately the study discovered that immediacy—both of communication and strategy when a pivot is required—plays a critical role in shaping long-term reputational outcomes. Companies that handle change effectively often bolster their reputation, while those that falter under pressure risk substantial harm.

Some Key Findings:

  • M&A Transactions: While mergers and acquisitions often deliver a short-term boost to a company's reputation, this positive impact tends to fade quickly among stakeholders not directly involved or affected.
  • Brand Change: Contrary to expectations, brand changes frequently lead to both immediate and long-term damage to reputation. This is often a result of missteps in communication strategy.
  • Public Crisis: The reputational impact of a public crisis is highly contingent on preparation and the company's ability to respond swiftly and effectively.

Communication takeaways: Mario Simon, CEO of ChangeMakers, says in today's environment, the highest value driver for any organization or individual is reputation, and preparation should be a top priority.

“This exciting research clearly demonstrates how reputational impacts can and should be managed,” Simon says. “Poorly communicated or delayed responses to change events can leave significant value on the table and, in extreme cases, be financially devastating. We have cracked the quantifiable code to manage that for our clients and achieve the best outcomes."

In Memoriam

Our hearts go out to all those impacted by the crash of American Airlines (American Eagle) flight 5342 that collided with a Black Hawk helicopter just before landing at Reagan National Airport (DCA) outside Washington D.C. on Wednesday. Also thank you to the first responders and those involved with the ongoing search and rescue process. We'll be thinking of you all. 

Nicole Schuman is Managing Editor at PRNEWS.