This week's PR Roundup explores staying silent during crisis—such as Home Depot's current situation with U.S. Immigration and Customs Enforcement (ICE), and Target's new CEO announcement—will it help get sales back on track? Also we look at a fun brand collaboration between Urban Outfitters and Chipotle, just in time for back-to-school.
Home Depot Stays Quiet About ICE Raids
What happened: Immigration raids outside Home Depot stores have pushed the retailer into the spotlight—but the company has remained quiet.
Federal agents have recently targeted day laborers and food vendors in store parking lots, including one recent raid that led to a man’s death while fleeing. Despite the attention, Home Depot executives made no mention of the issue on their latest earnings call and continue to issue the same statement:
"We ask associates to report any suspected immigration enforcement operations immediately and not to engage for their own safety…We aren't notified that immigration enforcement activities are going to happen, and we aren't involved in them. In many cases, we don't know that arrests have taken place until after they're over. We're required to follow all federal and local rules and regulations in every market where we operate."
Advocates, which now include several Latino civil rights groups, argue that isn’t enough. Day laborers may not be on the payroll, but they are closely tied to Home Depot’s business model, helping contractors and even homeowners complete jobs. Critics say the retailer has a responsibility to protect those workers. Home Depot, however, appears focused on neutrality. Investors don’t seem bothered either—the company’s stock continues to climb, and analysts downplay the impact of the raids.
On the ground, though, the effect is clear. One customer told NPR that parking lots are emptier, and workers are avoiding stores out of fear.
Communication takeaways: For communicators, this case highlights the risks of silence. Staying neutral may calm Wall Street, but it can also deepen frustration among stakeholders who expect companies to take a stand.
Audrey Ponzio, Founder and CEO of the APC Collective, says brands have two choices—to stay quiet or stand firm in their values.
“Choosing silence may protect short-term comfort, but it risks complicity,” Ponzio says. “Standing firm requires courage, and it safeguards public trust.”
Ponzio also notes that communicators must weigh two truths: first, that every action or inaction shapes brand reputation, and second, that history will remember where companies stood.
“Acknowledging that the administration is denying constitutional rights is fact not partisan,” she says. “And making a public statement about the vital impact immigrant communities have on their industry, their business and the economy is also fact, not partisan.”
Target Announces a CEO Switch
What happened: After months of declining sales and slowing store foot traffic, Target announced the departure of its current CEO, Brian Cornell (in February 2026). The store named Chief Operating Officer Michael Fiddelke, who started as an intern with Target over 20 years ago, as his replacement.
Long gone are the loyal shoppers who coined the store with the fancy nickname of “Tarzhay,” and Saturday Night Live tributes from the “Target Lady.” Consumers chose Target as an upscale experience to other big box stores, such as Walmart, because of unique promotions and products, including fashion-forward clothing collaborations with Missoni and Kate Spade and Diane von Furstenburg, at approachable prices.
But like many other department stores, sales began slowing as inflation hit the United States several years back. That combined with the company’s DEI rollbacks, which caused a boycott from its progressive consumer base, has stalled sales and dropped stock prices.
Communication takeaways: Plenty of companies conduct a CEO switch when the company’s economics take a prolonged nosedive. However, does a CEO switch really work to energize a brand’s audience? Or is it more to appease investors rather than the general public? PR pros certainly have their work cut out for them when such change occurs.
Seth Linden, President & Partner at Dukas Linden Public Relations, says it’s very early to make any predictions, but that the move of promoting an insider like Fiddelke seems to be a return to culture for Target.
“The institutional memory and cultural fit could be additive, but it clearly is a more competitive retail market post-pandemic, so Target needs to provide an enhanced customer experience to be profitable and top of mind,” Linden says. “A CEO who truly 'grew up' in the Target organization and understands the culture can be successful. But it's also about the math—and the numbers will clearly tell the story—but there's reason to be optimistic.”
However, Linden notes, Target needs to do a lot more than just name a new CEO for a real turnaround—and it needs to address several groups of stakeholders including customers AND investors.
“The investor and analyst community certainly care deeply about the management structure and operational efficiency, and pay attention to financial media,” he says. “But the average Target consumer is much more focused on retail pricing power, quality of goods and quality customer service. It’s as much about social media and word of mouth, as it is traditional media. It boils down to, ‘Was my shopping experience a good one?’”
Back to School Collab: Chipotle and Urban Outfitters
What happened: Now you can truly become a cozy, human burrito.
Just in time for back-to-school, Chipotle is turning dorm rooms into fan zones. The fast casual chain teamed up with Urban Outfitters for the “A Little Extra” Dorm Collection. The-line includes everything from a foil-wrapped burrito throw blanket and bean bag chairs modeled after pinto and black beans to a chip-bag desk lamp.
As of press time the “Leave My Chipotle Here” doormat and “Chipotle Is My Life” catch-all dish are already sold out (the collab dropped on only Aug. 20).
Communication takeaways: This is a prime example of brand immersion and relevance. And as students continue to spend big on dorm room decor, these brands are taking advantage of the moment. Chipotle isn’t just feeding students—it’s embedding itself into their world.
Nneka Etoniru, EVP of Global Brand Strategy at Avenue Z, says this collaboration is a “masterclass” in how brands translate that cultural relevance into tangible lifestyle moments.
“What makes this collaboration sing is its unapologetic embrace of “extra”—a trait often criticized in Gen Z but reclaimed here as a badge of identity, humor and personalization,” Etoniru says.
She also notes that the best partnerships may initially be surprising, but that the content in harmony really makes them sing.
“It’s a rare example of cross-industry co-branding that feels native, not forced,” she says. “The drop is cheeky, clever and timed perfectly for the back-to-campus mindset."
Nicole Schuman is Managing Editor at PRNEWS.