Resource Hub for Strategic Communication Professionals
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Meet the Messenger: Karisa Malchow
Karisa Malchow is the Vice President, Marketing of LOVB Nebraska.
Volleyball is one of the fastest-growing sports in the country, and League One Volleyball (LOVB, pronounced “love”), now in its second professional season, is helping lead that momentum.
Growth at this level doesn’t happen by accident. It requires thoughtful strategy and strong communications leadership. Karisa is at the center of those efforts, shaping how LOVB Nebraska connects with athletes, fans, and communities. We spoke with her about her experience in the communications industry and what she sees on the horizon for professionals in our field.
Bauer’s Brand Protection Backfire
Recently, TikTok user @pavvythegoalie, a small creator who posts hockey gear reviews, shared a largely positive video reviewing hockey gear brand Bauer’s newest catalog. She has posted several complimentary videos about the brand before. She wasn’t a mega-influencer. She wasn’t angling for sponsorships. She just likes hockey gear.
So when the Bauer social media team reached out asking for her email to discuss a possible collaboration, she was understandably excited.
But when the highly anticipated email came through, she was instead rocked. Instead of a collaboration invitation, she received a cease-and-desist letter demanding she take down the video.
What 11 Seconds and Dr. Pepper Can Teach Us About Listening
It all started when TikTok creator Romeo posted a very short clip. Eleven seconds, to be exact.
“I have a theme song for Dr Pepper, and it goes like this,” Rome says before singing:
“Dr Pepper, baaabyyyy, it’s good and nice, do do do.
Just over a month later, a Dr Pepper commercial began airing on television featuring Romeo’s jingle, original vocals included, with on-screen credit to the creator.
Unconventional (and Free) Ways to Promote Your Nonprofit
Marketing budgets at nonprofits are often tight (or nonexistent). That constraint can actually be an advantage. When you don’t have money to throw at ads or other paid channels, you’re forced to be creative, scrappy, and strategic about where you show up.
Here are a few overlooked (but effective) ways to get your organization talked about.
So You Have a VIP Visiting? Turn a Good Meeting Into a Memorable One
Someone important is coming to your office. Maybe it’s an elected official. Maybe it’s a funder. Maybe it’s an industry leader whose opinion carries weight.
You’ve done the basics: The calendar invite is accepted. The agenda is set. Everyone knows to show up on time.
But here’s an instance where the details really, really matter. And when handled well, small, thoughtful touches can elevate a routine visit into an impactful experience and one that people remember long after they leave your building.
What’s in a Name? Why Getting It Right Matters More Than You Think
In communications, a name is never just a label.
It’s the first story you tell. It’s the shorthand people use to understand who you are. And it’s often the difference between being recognized and being understood.
That distinction matters, especially for mission-driven organizations.
Earlier this year, Clarity Channels Communications (the home of The EO Report), had the privilege of working with Connected Roots Care Center (CRCC) on a rebrand that seemed simple on the outside, but had a major impact on their identity: it gave meaning to a name that already carried trust. The project received Nebraska Public Relation Society of America’s Paper Anvil Award of Excellence in Brand/Reputation management this past week, so we thought it was a great time to highlight the learnings from the project for all communicators.
Meet the Messenger: Emily Poeschl
In honor of our 100th edition, we’re launching a new segment at The EO Report: Meet the Messenger. It’s a chance to tap into the minds of some of the most thoughtful and experienced communications professionals in the field. Each installment will share hard-earned advice, lessons from the moments that didn’t go as planned, and insights on how our craft is evolving.
We’re kicking things off with our good friend Emily Poeschl, brand communications manager at Mutual of Omaha.
Short Takes: The Turkey Talk-Line
Butterball, brilliantly, doesn’t just sell you a turkey: they give you all the tools to succeed from “how big of a bird should I get?” to “Why is it doing that!?”
Every year from Nov. 1 through Christmas Eve, 50 trained Turkey Talk-Line experts help more than 100,000 anxious cooks get dinner across the finish line. Phone, text, email, live chat – whatever has you panicking, they’ve got a channel for helping.
Lessons from Cub Scouts Pack #365
The Cub Scouts behind this story had more than candy on their minds this Halloween.
As some of the pack members headed out in their costumes through the Dundee neighborhood in Omaha, NE, one of the boys happened to mention his troop’s upcoming food drive while trick-or-treating at one of the homes.
That single moment could have ended there, but it didn’t.
The Anatomy of an Apology: GoFundMe
Last week, GoFundMe made headlines when news broke that it had been automatically creating donation pages for nonprofit organizations without their knowledge or consent.
Eventually, the organization realized an apology was necessary and rolled one out. Here’s a breakdown.
Short Takes: Rock On, Anthropologie
If you are an Anthropologie shopper, you’re probably in on the joke that sometimes the brand sells seemingly simple products for laughably high prices. Here’s a short take on a prank that started circulating on social media — and how Anthropologie responded.
Lessons in Apologizing From a Beauty Guru
At just 25 years old, James Charles is one of the titans of the beauty influencer sphere. With his personal Instagram account amassing 20 million followers and his YouTube channel boasting 24 million followers, he’s one of biggest names in the beauty industry.
He’s also, we acknowledge, a controversial character. But despite the scandals, admissions, and allegations, he knows how to deliver one heck of a corporate apology.
Oura’s Crisis Response: From Conspiracy to Clarity
When you offer a complicated product or service, you get the joy of doing double the work to ensure your message is understood. Often, this means taking off our marketing and PR hats for a moment and putting on our translator hats. We need to cut out the industry jargon that no one outside our ecosystem understands (what PR consultant Scott Merritt recently called “jargon monoxide”) and simplify processes until they’re clear at the most basic level.
What happens when you don’t? Oura, a company that makes wearable fitness tracking rings, learned the hard way.
A Tennis Match, a Hat, and a Crisis Response Gone Awry
The US Open is underway, and this year’s tournament is also serving up some great lessons in communications and marketing strategy. One match provided an important case study in crisis response.
Rebrand Regrets: What Cracker Barrel and Jaguar Teach Us About Change
You know the phrase, “if it ain’t broke, don’t fix it?” That old adage could have saved restaurant chain Cracker Barrel a world of trouble when it revealed plans to modernize its brand with a new logo and remodeled locations.
Cracker Barrel is known for its folksy feel and nostalgic décor. A little cheesy, yes, but intentionally so. But the new CEO, Julie Felss Masino, told investors that Cracker Barrel’s customer traffic had fallen 16% from pre-pandemic levels and admitted the brand was losing relevance, saying, “we are not leading in any area. We will change that.”
And change they did.
Jet2’s Viral Moment Gone to Waste
A 2022 Jet2 commercial is providing the soundtrack for one of social media’s biggest trends this summer. The brand, though, hasn’t done much with the opportunity. Why?
Surprise and Delight: How to Create Unforgettable Moments
Whether it’s a free coffee, a handwritten note, a spontaneous discount, or a fast-tracked request, unexpected moments create buzz, build loyalty, and shape a reputation for standout service. And here’s the thing: you don’t have to have a big budget to surprise and delight your audience.
Using Caution with Quotes
We love a good quote. When used well, they can carry the weight or set the tone of a whole campaign or message in just a handful of words.
But here’s the thing: use the wrong quote, and you can tank the message—and your reputation—quickly. Here are some tips for quoting responsibly.
Short Takes: A Boat and a Brand Collab
If you’ve spent any length of time on the internet in the past few weeks, it’s likely you heard about the mega-viral video series about the 29-year-old man who quit his job, liquidated his 401k, bought a sailboat, and planned to sail from Oregon to Hawaii with his rescue cat and minimal experience sailing.
One savvy marketer from E.L.F., the cosmetics company, saw a brilliant opportunity to make a splash (pun totally intended).
Diaper Drama: Costco’s Response to Consumer Backlash
Costco’s Kirkland Signature diapers are a staple in many households. They’re affordable, high-quality, and often the reason families justify the membership fee. They’ve built a bit of a cult following in the mom community.
But in January 2025, Costco announced they’d be switching diaper manufacturers—from Kimberly-Clark Corporation (maker of Huggies) to First Quality, the maker of Cuties diapers.
Moms panicked. Social media flooded with reviews criticizing the new diapers for being noticeably thinner. So how did Costco respond?