We’re at a crossroads, so the question is not whether brands should speak out, but how. Yet lacking an authentic message backed up with action, brands can be headed for disaster. In addition, before wading into multicultural communication and marketing, know your audience, be respectful and commit to a long-term commitment.
Cross-Cultural Marketing and Messaging During a Dual PandemicJune 8th, 2020 by Helen Shelton
Ch. 11 Communication: Consistent, Goal-Based Messaging in a FishbowlJune 2nd, 2020 by Nicole Schuman
COVID-19 continues to weave its way across the globe, bringing physical and economic sickness. We examine best practices for strategically communicating bankruptcies, including Chapter 11. The keys are well-known communications tactics: consistency, clarity and goal-oriented.
Mental Health Month Messaging Goals Come to COVID ForefrontMay 27th, 2020 by Nicole Schuman
In a way, the pandemic brings the stigma of mental illness to the forefront, making Mental Health Month more important than ever before. The communications tactics for the month may have pivoted to meld with the ongoing COVID crisis. If anything, the message may be clearer than ever that mental health needs to be a priority.
How Brands Can Craft Messages Around Financial ReliefMay 22nd, 2020 by Seth Arenstein
Nearly everyone’s hurting from the pandemic, so when big brands ask for relief when the little guy isn’t able to, it could hurt brands’ reputations. Accordingly, brands need to be particularly aware of the court of public opinion when they seek financial relief. Careful messaging and other tactics can help soften reputation damage, PR pros say.
Airbnb CEO Delivers Empathetic, Transparent Message Regarding LayoffsMay 7th, 2020 by Nicole Schuman
As of today, 33.5 million Americans have filed for unemployment. And it appears no one, even global tech and service companies, are immune to the economic downturn. On May 5, Airbnb CEO Brian Chesky sent… Continued
Tyson Foods’ Messaging Goals Unclear in Full-Page NYT AdvertorialApril 27th, 2020 by Nicole Schuman
While the beginning of the COVID-19 crisis in America resulted in empty toilet paper shelves, Tyson Foods may have unofficially announced the second wave of panic buying—chicken and meat products. The chicken producer chose to… Continued
Shake Shack Clearly Communicates Why It Returned Government LoanApril 20th, 2020 by Nicole Schuman
Burger chain Shake Shack announced today it will return $10 million it received from the Paycheck Protection Program (PPP). The $349 billion federal program allowed small businesses to apply for relief during the COVID-19 crisis.… Continued
Mixed Messages on Coronavirus ReturnMarch 31st, 2020 by Seth Arenstein
Sunday evening, many communicators breathed easier. The federal government aligned its message on coronavirus.
President Aligns Messaging with ScientistsMarch 29th, 2020 by Seth Arenstein
Both the president and his task force presented a united message on the potential severity of the novel coronavirus.
Coronovirus is a Communications Issue and Messages Aren’t ResonatingMarch 23rd, 2020 by Seth Arenstein
There was good news and bad news this past weekend. The good news is that most people are heeding health best practices that communicators are broadcasting in a variety of ways (hand washing, distancing, remaining home etc). Unfortunately, a significant number of people in globally are ignoring these health communications. Assigning blame is not the issue. Getting nearly universal acceptance is.