This week's PR Roundup looks at the crisis issues surrounding the fallout from sending of government Signal messages to a journalist, a new study about PR employee engagement not reflecting job satisfaction, and how a new online tool created by UPS is helping to alleviate tariff stress for customers.
PR Lessons from Signal-gate
What happened: If most of America did not know what Signal was, by now, they most certainly have a clue.
This week the Trump administration landed its latest news bomb, with The Atlantic’s editor in chief, Jeffrey Goldberg, unveiling that he had been added to a highly sensitive national security group chat about upcoming military strikes on the Signal app. Some of the highest-ranking government officials ran the chat, including the newest Secretary of Defense, Pete Hegseth; National Security Advisor, Michael Waltz; and Vice President J.D. Vance, among others. Goldberg said he knew it was not a joke when the plans actually came to fruition in Yemen.
The news has spread quickly, and while many might think Americans don’t really care what goes on outside their borders, or how the government operates on a daily basis, a recent poll conducted by YouGov says otherwise.
The crisis is drawing references to former Secretary of State Hillary Clinton’s email-gate in 2015, where Clinton used a private email server to carry out government business. According to a March 2015 YouGov poll, 30% of Americans said that was a “very serious” problem.
The latest YouGov poll found that 53% of Americans said the use of “Signal by government officials to discuss airstrikes” was “very serious.”
Military families are also angry over the leak, telling Newsweek that it exposes personnel data and puts service members’ lives at risk.
On top of it all, the administration cannot seem to agree on talking points or who to blame, as the public and fellow government leaders are looking for answers.
Communication takeaways: This is real class in PR crisis communications if we’ve ever seen one. There’s the issue of technology and national security, classified information going public, a lack of accountability, and a whole lot of questions from stakeholders—namely, the American public.
Laura Gross, President at Scott Circle Communications, works in Washington, D.C. and has had a front seat to the ins and outs of the federal government. She says there are several lessons to be learned from the crisis.
Regarding technology, security and privacy:
“Just like I tell my 14-year-old kids, make sure you double-check everything before you press send on a text, email, Slack message or screen share,” she says. “And make sure you know who you are texting—double-check the list on the group chat before you press send.”
Gross also notes that you should remember that anything you text or send on a messaging platform can become public, even if you are closely connected to the recipient.
“Do not put anything in a text you wouldn’t want to be public—it’s so easy to take a screenshot,” she says. “Even when we are working on something like an announcement that is not public yet, we use code names in our documents and call our client/announcement by another name—just in case something does accidentally get sent to someone who shouldn’t have it.”
Regarding strategy for a response:
“This is an obvious PR strategy—get on the same page,” Gross says. “In most administrations, messaging for something like this comes from The White House and is distributed to spokespeople.”
Regarding messaging from a spokesperson:
“Start by telling the truth, apologizing, and discussing the next steps (e.g., how this will not happen in the future, who will be fired, etc.),” she says. Following are talking points that could have be used:
- Jeffrey Goldberg was accidentally added to Signal chat group and he shouldn’t have been.
- Classified information should not have been discussed on Signal.
- This was a mistake—we apologize.
- This will not be done in the future. Signal is banned for all government employees. Our process for the future is x, y and z.
As this story continues to evolve it will be interesting to see how the response evolves with it.
Employee Engagement in Comms Industry Doesn’t Always Lead to Job Satisfaction
What happened: A new report released this week by the Institute for Public Relations and The Grossman Group, a consulting firm focused on internal and leadership communications, presents a deep dive into employee engagement within the PR industry. The research, based on insights from 300-plus PR and communications professionals, shows high engagement levels but also persistent challenges in career growth, workplace efficiency and leadership communication.
Key findings include:
- Engagement vs. Career Growth: While 89% of communicators feel engaged, more than one-third are dissatisfied with advancement opportunities.
- Leadership Communication Gaps: Only 24% of communicators strongly agree that leadership communicates a clear vision for the future.
- Workplace Efficiency Concerns: 58% of communicators say their organization lacks clear processes, leading to inefficiencies.
- Flexibility Drives Trust & Engagement: Communicators with schedule flexibility are more likely to trust their employer and recommend their workplace.
- Psychological Safety Needs Work: Only 66% of communicators felt comfortable giving feedback without fear of negative consequences.
“Engagement is increasingly essential as communications teams adapt to workplace changes, evolving digital tools and more,” says Olivia Fajardo, Director of Research at the Institute for Public Relations. “This report provides … data-driven strategies to enhance workplace culture, reduce turnover and proactively address issues like burnout, giving them a competitive edge in attracting and retaining top talent.”
Communication takeaways: Happy employees tend to yield the best results. And even though PR and communications can be an extremely stressful career, paying attention to employee needs, particularly with evolving workplace expectations, can be paramount for keeping those employees happy.
David Grossman, founder and CEO of The Grossman Group, says the research confirms that investment in employees and professional development drives engagement.
“Communicators who have regular conversations about their progress and feel encouraged in their development report significantly higher engagement levels,” Grossman says. “Yet only 44% say their feedback leads to action—a clear call for better two-way communication between leaders and teams.”
UPS Introduces Tariff Calculator for Customers
What happened: No one can escape the word tariff these days—certainly not the auto industry. Farmers have plenty to say on the subject. And even Jack Daniels has been feeling the heat from boycotts outside the country.
Point blank, international purchases and trade will increase prices. UPS saw the issue and capitalized, hoping to provide direct and B2B customers with a free value-add when it comes to shipping. This week UPS announced its Global Checkout tool, which instantly allows users to calculate applicable duties, fees and taxes for online shoppers’ international purchases prior to checkout.
Kate Gutmann, UPS EVP and president of International, Healthcare and Supply Chain Solutions, said in the announcement that “online shoppers can now enjoy full transparency and peace of mind with no surprises, knowing what they pay [before] checkout is the total cost for a cross-border purchase.”
Communication takeaways: Who doesn’t like a value-add? A side of fries with a burger. A free oil change when you purchase a vehicle. Anything that can provide a customer with a more seamless experience, at no extra cost, can make a lot of people happy and improve the reputation of a business.
And companies that pay attention to current trends impacting customers can embrace new audiences with applicable launches and announcements explaining how they can benefit. In addition to the UPS example, women’s clothier M.M. LaFleur was inspired by current events to help those who have recently lost their government jobs, with headshot sessions and career coaching, particularly in cities where showrooms are located, such as Washington, D.C..
Alexis Gold, VP, Purpose Worldwide, says the introduction of value-add tools comes from the power of listening, which builds utility into the brand experience.
“It’s a smart move that solves friction for both B2B and consumer audiences, while reinforcing trust in a moment when logistics and transparency matter more than ever,” Gold says. “For PR pros, it’s a reminder that the best brand stories often begin not with messaging, but with meaningful action. Our role is to spotlight these moments of innovation in ways that connect with stakeholders, build credibility and extend the impact far beyond the launch.”
John Fallon, Account Manager at Purpose Worldwide, also points to the media-friendliness of the action.
“Trade policy, business and e-commerce reporters will see this as a timely, relevant story,” Fallon says. “And it gives UPS the chance to shift the conversation away from political controversy and toward customer empowerment and smarter global commerce. The key takeaway for brands, whether B2B or B2C, is that solving real problems and bringing real consumer value to the table is one of the most effective ways to earn loyalty, media attention and lasting reputation gains."
Nicole Schuman is Managing Editor at PRNEWS.