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.
A Tough Week for Reputation and Job Security
What happened: This week we’ve seen several instances in the news of people behaving inappropriately outside (and occasionally inside) the office.
The New York Times reported on an altered American flag, which included a swastika, seen pinned to the cubical of an employee in congressional representative Dave Taylor’s office. A photo of the flag was taken during a virtual meeting, where it could be seen in the background. In a statement Rep. Taylor called the image “vile” and “deeply inappropriate.”
A Milwaukee Brewers fan lost her job after being caught on video suggesting to “call ICE” on a Latino fan of the Los Angeles Dodgers during game 2 of the National League Championship Series.
And Politico published a bombshell article identifying racist, violent and unseemly leaked messages from a Young Republicans group chat. Several of the members participating in the chat are no longer employed after its debut on Oct. 14.
In an extremely politically-charged culture, no longer does a 9-to-5 job live in a separate box. Due to technology and social media, everything is intertwined.
Communication takeaways: For years internal communications professionals have been claiming the internal is external, but what about vice versa? Bad employee behavior, whether inside or outside the office, can easily be traced to their respective employers—and in response brands, corporations and organizations can bear the brunt of shock and dismay from the public.
Michael Grimm, Senior Vice President, Reputation Partners, says the pattern is clear: that personal conduct does have professional consequences, and that it’s important for organizations to get ahead of these situations where they can.
“Employers must establish explicit conduct policies that address social media, public behavior and off-duty speech before incidents occur,” Grimm says.
Grimm also notes that employees need to understand how their private time and personal expression can directly impact both their career and their employer's reputation.
“The organizations that avoid these firestorms have purposefully trained staff to understand that protecting the brand means behaving ethically and in alignment with company values, even on personal time.”
Need a Rebrand? AXE Went to TikTok.
What happened: This week, AXE released a limited-edition rebranded can designed in collaboration with TikTok star and graphic designer Emily Zugay. The tongue-in-cheek design of a simple swinging axe quickly sold out—available exclusively at Walmart—showcasing that a brand can take a chance on a silly idea from outside the office and win.
Zugay first caught AXE’s attention when she hilariously reimagined the brand’s logo on TikTok, in a viral post that racked up over 500,000 likes and more than 2,000 comments. AXE reached out, officially appointed Zugay as the brand’s new “Big Boss,” and worked with her to release her very own exclusive, limited-edition can.
Leading up to the October 10 release, fans could follow Zugay’s journey through a series of TikTok and Instagram moments across AXE’s and her social channels.
Communication takeaways: There are currently many ways brands are working with creators. This campaign demonstrates some of the best practices for communicators to achieve a high ROI through social media.
“Putting the right creator at the center of a campaign remains one of the most effective earned strategies," says Gerry Keane, Senior Vice President at M+C Saatchi Group North America. "It not only kickstarts engagement at the launch of the campaign, but also builds cross-channel momentum through the creator’s existing community."
Dolores Assalini, Head of AXE US for Unilever, says the collaboration highlights a strong partnership of two parties with similar audiences.
“This collaboration with [Zugay] reflects our commitment to listening to our community, staying culturally agile, and having some fun along the way,” Assalini says. “[Zugay’s] social following is resonating with our audience because she, like AXE, doesn’t take herself too seriously.”
85% of Young Adults Get News from Social Platforms, but a Majority Do Not Trust It
What happened: VaynerX, Muck Rack, and Ipsos released a new report for PR pros this week on key media consumption trends. “Inside Modern PR: Trust, Timing & Building Credibility – A Deep Dive Into Earned Attention in 2025,” delivers a comprehensive look at who is consuming media and how, and also demonstrates that belief starts on social media for young audiences, but only with proof.
Key findings include:
- 56% of consumers say their trust in news has declined over the past five years.
- 65% question credibility when there’s no clear sourcing or data.
- 44% will fact-check information themselves when unsure.
- Hearing from a company leader alone doesn’t move the needle on trust (48% say it has no impact).
- The top trust builders are providing clear facts and data (41%), admitting mistakes (25%) and showing behind-the-scenes processes (14%).
Communication takeaways: VaynerX CMO Avery Akkineni says there’s a real opportunity for brand leaders to understand how to harness legacy and social media alongside their consumers.
“Effective modern PR strategies will consistently deliver evidence and resonance, while ensuring messages are authentic, verifiable and everywhere,” Akkineni says.
Nick Mercurio, Chief Client & Growth Officer, Ipsos North America, agrees with the idea of real opportunity, particularly with social media in a tepid state of trust.
“As misinformation fuels skepticism, it creates huge implications and a clear opportunity for brands,” Mercurio says. “Companies that lead with honesty and consistency will be the ones to grow.”
And Greg Galant, cofounder and CEO of Muck Rack, says communicators will be the ones to embrace and challenge those opportunities.
“PR leaders are redefining trust in real time,” Galant says.” The ones who will succeed are those who show up authentically across platforms, back their stories with evidence and build reputations that stand up to public scrutiny.”
Nicole Schuman is Managing Editor of PRNEWS.