Resource Hub for Strategic Communication Professionals

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How Poppi is Fizzing Back Up After Influencer Campaign Falls Flat
Public Relations, Branding, Culture Kelly Jefferson Minty Public Relations, Branding, Culture Kelly Jefferson Minty

How Poppi is Fizzing Back Up After Influencer Campaign Falls Flat

Poppi, a soda alternative, launched its first Super Bowl ad campaign this year. To generate buzz in advance of the game, they sent Poppi-filled vending machines to the homes of TikTok influencers.

Consumers hated it and were immediately fired up about the campaign’s direction, criticizing Poppi’s spending on an expensive brand activation that benefitted already wealthy influencers.

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Southwest Drops a Beloved Perk—Then Fumbles the Fallout
Crisis Communications, Branding, Public Relations Kelly Jefferson Minty Crisis Communications, Branding, Public Relations Kelly Jefferson Minty

Southwest Drops a Beloved Perk—Then Fumbles the Fallout

Last week, Southwest Airlines dropped an unexpected bomb on customers when it announced that it would no longer be offering two free checked bags.

For a company whose longtime slogan has been “Bags Fly Free,” the backlash was immediate. Combined with last year’s decision to eliminate open seating, customers felt like Southwest was rapidly losing its identity, along with any reasons to fly the carrier. What can we learn from this?

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The Power of Thought Leadership: Positioning Your Organization for Success
Public Relations Erin Owen Public Relations Erin Owen

The Power of Thought Leadership: Positioning Your Organization for Success

The leaders of your organization can be some of the most powerful communication tools in your arsenal. By positioning them as thought leaders, you can elevate your brand’s reputation, establish your organization as an innovator, and open the door to opportunities such as media coverage, speaking engagements, and increased social media influence.

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Hiring the Best: How to Think About Comms Roles

Hiring the Best: How to Think About Comms Roles

Hiring for a communications role can be deceptively difficult. The field is vast—spanning everything from media relations to analytics to design—and organizations often expect a single person to be proficient in all of it. But the reality is that no one is an expert in everything. So, how do you hire the right person for your needs?

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Protecting Your Organization After Employee Separation

Protecting Your Organization After Employee Separation

Recently, a post appeared on Burger King’s Instagram page announcing that they were firing their social agency of record, Dentsu, for failure to perform. The kicker? Ad Age reports Burger King denies any such thing. We can only speculate, but it seems possible the post was created by a disgruntled employee—current or former—from either the Dentsu or Burger King social teams.

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Do I Delete That Comment?
Crisis Communications, Public Relations Kelly Jefferson Minty Crisis Communications, Public Relations Kelly Jefferson Minty

Do I Delete That Comment?

Social media can be a powerful tool for engagement, but it also comes with the challenge of managing public commentary. When an off-topic remark, a negative critique, or outright hate speech appears in the comments section, the question arises: do you delete it? The answer depends on context, and having clear guidelines in place can help you navigate these decisions with confidence.

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The Critical Role of Internal Communication During a Crisis

The Critical Role of Internal Communication During a Crisis

During a crisis, communications internally has to come first, and without a crystal-clear internal communications strategy, employees can be left in the dark, anxious, and unprepared to navigate the situation. Leaders in a crisis must move quickly and handle multiple tasks simultaneously. This is possible when you have a plan.

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Too Many to Handle: Prioritizing the RIGHT Social Channels
Content Planning Kelly Jefferson Minty Content Planning Kelly Jefferson Minty

Too Many to Handle: Prioritizing the RIGHT Social Channels

When TikTok temporarily went down, communicators received a critical reminder to evaluate the social media platforms their organization is using and ensure that their strategy is sustainable.

Putting all your eggs in one basket (or platform) is a dangerous move, but equally problematic is trying to maintain a presence on every single platform. It’s overwhelming and, frankly, unsustainable.

There’s a better approach: focus on the platforms that align with your organization’s goals and audience. Here’s how to do just that.

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Public Relations Lessons from Dolly Parton
Culture, Public Relations Kelly Jefferson Minty Culture, Public Relations Kelly Jefferson Minty

Public Relations Lessons from Dolly Parton

Dolly Parton once said, “Find out who you are, and do it on purpose.”

This philosophy has led her to do what few can claim: she’s created a universal appeal that has stretched decades and spans generations, socioeconomic classes, and political divides. This beloved icon, who infuses authenticity, humor, and joy into every project she touches, is a public relations genius that every strategic communicator should study. 

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Help Me Help You: Building Communications Advocates
Internal Communications Erin Owen Internal Communications Erin Owen

Help Me Help You: Building Communications Advocates

If you work on a small communications team—or a team of one—that means you’re wearing multiple hats and juggling competing priorities. By strategically empowering your non-communications department colleagues to contribute, you can create even better content and lighten your load. Here’s how to build a culture of collaboration that benefits everyone.

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Ready, Set, Refresh: Your End-of-Year To-Do List

Ready, Set, Refresh: Your End-of-Year To-Do List

The start of a New Year is a time for fresh beginnings—and that applies to your communications tools as well. Think of it as decluttering: clearing out the outdated, refreshing what works, and setting yourself up for success. A little time spent now reviewing and updating your materials can make a big difference in how smoothly projects run in the year ahead.

To help you get started, we’ve compiled a checklist of essential areas to review and refresh.

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Know Your History: Building an Origin Story

Know Your History: Building an Origin Story

Documenting your organization’s history – your origin story – is a powerful tool for strategic planning and communications. And, just like the stories we pass down, it’s a unifier that instills pride in your team and stakeholders. 

December, the season of nostalgia, is the perfect time to set aside a moment to capture some of that history

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