Resource Hub for Strategic Communication Professionals
Looking for guidance? Explore our strategic communications topics in the categories dropdown below and use the search bar to quickly find relevant articles.
The Rise—and Risk—of “Pity Marketing”
If you’re on TikTok or watching Reels on Instagram or Facebook, you’ve likely seen it. A lonely restaurant with empty tables. A book signing with no line. A warehouse full of unsold products. The voiceover is emotional and tugs at your heartstrings: “We’re really struggling—can you help?”
This is pity marketing, which can also be called “sympathy marketing” or perhaps more accurately, “emotional blackmail.”
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.
The Risks & Rewards of Co-Branding with The White Lotus (AKA Murder Marketing)
Co-branding can be a powerful tool—when done right, it elevates both partners, creating a PR boost that neither could achieve alone.
Take, for example, the unexpected yet wildly successful partnership between HBO’s The White Lotus and the Four Seasons.
Southwest Drops a Beloved Perk—Then Fumbles the Fallout
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?
How a Trash Can Helped Bring a Team to Victory
Yep. In a tradition that very quickly became a national sensation this year, the UNO Mavericks have turned a locker room celebration into a major communications and public relations opportunity, while also building fan culture.
From American Riviera to As Ever: Lessons on Launching a Brand (The Hard Way)
Meghan Markle's lifestyle brand is now on launch #2. What can we learn from these high-profile repeat brand introductions?
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 Think of it as decluttering: clearing out the outdated, refreshing what works, and setting yourself up for success.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.
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
How Lozafina is Creating Affirmations of Belonging
Lozafina Marketing and Public Relations partnered with EPIC for Girls to bring their mission to life through authentic representation in their Giving Tuesday campaign.
How Strong Branding & Strategy Makes the Difference For An Organization
Two organizations are created around the same time decades ago. Both do amazing work and serve a similar type of audience. One is well-known; the other is not. Why?
Ten Types of Organizational Names: Where Does Your Brand Name Fit?
Organizational names can be categorized into standard types of name categories based on their purpose, emotional appeal, clarity, etc. This post explores these categories.
Leveraging Health and Wellness: A US Open Case Study for Communicators
Instead of trusting that the love of the sport will last forever, USTA is strategically combining health research + declaring an aggressive 35 million players by 2035 growth goal + expanding messaging to deepen positive impact in communities nationwide.
Sticky Business: When Brands Should (or Shouldn’t) Enter Political Arenas
Sticker Mule, a well-known and successful custom sticker company, took an unexpected dive into political waters last week by sending a political message to its customers after the attempted assassination attempt on former President Donald Trump.
Grace in Losing and Winning at Wimbledon
In the high-stakes world of professional sports, maintaining grace in victory and defeat is critical not only for an athlete’s personal brand but also as a model for all audiences and for representing the sport well.
Gruns on Instagram/Facebook
Here’s a good example of a company brand engaging consistently with posts.
Are you ready for the Summer Olympics Event Trivia?
July is here, and we are counting the days to the “world’s foremost multi-sports event.” Here are some facts on branding and the event.
Business Phrases that Stick: The Art of Greetings and Farewells
Greetings and goodbyes with cleverness.
The Staying Power of Pure Michigan
The Pure Michigan campaign, launched in 2008, continues to captivate audiences with its emotional and philosophical storytelling.
Lessons from a KU Visit
How does a large university make one prospective student feel welcome?