This week's PR Roundup looks at a presidential campaign spokesperson going rogue during a CNN interview, Microsoft using AI and social media to reach restaurant owners and the Institute for Public Relations' newest report on combatting election disinformation.
CNN Cuts Off Trump Spokesperson for Insulting Debate Moderators
What happened: Earlier this week, former President Donald Trump’s spokesperson, Karoline Leavitt, appeared on CNN with anchor Kasie Hunt ahead of the June 27 presidential debate on the network. Leavitt joined to discuss Trump’s strategy, but instead Hunt cut the interview short.
From the get-go Leavitt condemned CNN and its debate moderators, Jake Tapper and Dana Bash, while Hunt asked very broad questions regarding the campaign’s debate strategy.
“President Trump is knowingly going into a hostile environment on this very network, on CNN, with debate moderators who have made their opinions about him very well known over the past eight years and their biased coverage of him,” Leavitt said.
Hunt followed by saying “Jake Tapper and Dana Bash have acquitted themselves as professionals as they have covered campaigns and interviewed candidates from all sides of the aisle. If you’re attacking the moderators, you’re usually losing.”
Hunt tried to steer the conversation in another direction, but Leavitt continued on a seemingly-pointed speech of the campaign’s distrust of the network.
Not getting anywhere, Hunt halted the interview, and said Leavitt was welcome back any time.
“We’re going to stop this interview.” Trump spokesperson Karoline Leavitt goes on CNN and keeps attacking CNN debate moderators Jake Tapper and Dana Bash. Anchor Kasie Hunt gets fed up and dumps Leavitt from the air. pic.twitter.com/09gDp0Ymjy
— Mike Sington (@MikeSington) June 24, 2024
Communication takeaways: For traditional PR professionals, particularly those who work as spokespeople for their organization, this tactic may seem counterproductive. Most communicators want to get positive attention for their clients, not the other way around.
Michael Czin, Managing Director, SKDKnickerbocker, and former spokesperson for both of former President Barack Obama’s campaigns, says a spokesperson should always do an interview with a clear goal and message that they want to deliver.
“It’s clear that in the case of this recent CNN interview, the Trump team’s goal was to pick a fight with CNN before a debate,” Czin says. “That’s a pretty unique circumstance and tactic that isn’t really applicable in other corporate, or even political, scenarios.”
Czin says the Trump campaign tends to play by a different set of rules when it comes to handling the media.
“Legacy outlets—like CNN—may be imperfect, but they act in good faith to try to give both sides an opportunity to make their case,” he adds. “The Trump campaign has decided they’ll use the media to get their message out when it suits them, and they’ll attack the media when that’s in their interest.”
Czin also notes that while a somewhat simple or old-fashioned trait, but it’s still all the more important—all spokespeople really have is their credibility.
“The best way to prep is to know going into a conversation or interview exactly what you want to get out of it, and structure your conversation around that goal,” he says. “You can be assertive and effective in advocating for your client or organization, while keeping your dignity intact.”
Microsoft and Black Creators Team Up to Help Restaurateurs with “The Reheat”
What happened: Microsoft is supporting Black-owned restaurants from across the country with creative campaigns utilizing the latest AI tools. The brand teamed up with an influential TikTok’s voice, food critic Keith Lee, for a video series, “The Reheat.” The series spotlights three businesses that have skyrocketed after Lee’s viral reviews, along with the challenges these entrepreneurs face with the surge in popularity.
Featured businesses include Las Vegas based restaurant Pretty Soul Kitchen, Dallas based Brunchaholics and New Orleans restaurant Mondays. The series is live across several platforms including Instagram, TikTok, LinkedIn and Threads.
In addition to the video series and social campaign, Microsoft launched an educational hub where business owners and entrepreneurs can access a free digital toolkit. The kit shows companies how to utilize AI-powered tools and solutions like Microsoft Teams to streamline workflows and automate time-consuming tasks or Copilot in Excel to analyze data and help a business make informed decisions.
Communication takeaways: Oftentimes the technology is there to make businesses more efficient but busy owners and entrepreneurs don’t have time to take advantage of it. Short, simple examples delivered on popular platforms can help.
“We’ve seen people and businesses thrive when creativity and passions are assisted by the latest tech,” says Amanda O’Neal, Senior Director of Multicultural Communications at Microsoft. “But we also know that busy people often lack the time to keep up with innovations, like AI. We’re partnering with Keith to help expand access to tech resources through his broad reaching, community-grounded platform. Inspired by Keith, Microsoft is committed to illuminating a path where technology empowers small businesses to flourish, today.”
Institute for Public Relations Releases Election Disinformation Report
What happened: This week the Institute for Public Relations Behavioral Insights Research Center released a new report: "How Communicators Can Help Manage Election Disinformation in the Workplace." In light of recent concerns surrounding election disinformation, the report discusses the science behind disinformation and offers practical, research-based strategies for organizations tackling this issue.
The guide includes 10 suggestions for organizations to help combat disinformation. They include:
- Understanding Disinformation: The study looks at why people share disinformation as well as its impact on society and business—providing key models, biases, and theories to help communicators understand the factors involved.
- Prebunking Strategies: The report introduces the concept of “prebunking,” a proactive approach that exposes people to logical fallacies or false information before encountering it, helping to protect them against disinformation.
- Trusted Resources: With 79% of respondents in the 2024 Edelman Trust Barometer trusting their employer as a source of information, the study suggests ways companies can serve as reliable sources of nonpartisan election information.
- Maintaining Neutrality: Emphasizing the importance of avoiding partisan politics in company communications, the study highlights how neutrality can foster a psychologically safe environment for all employees, regardless of political affiliation.
Communication takeaways: Olivia K. Fajardo, IPR Director of Research and co-author says educating leadership can create a trickle-down effect.
“Equipping leaders and employees with the knowledge and tools to identify disinformation will help them think critically about the information they receive during election season and beyond,” Fajardo says. “This is crucial for the success of organizations overall.”
Tina McCorkindale, President and CEO of IPR and co-author adds that employees want their leaders involved and educated.
“Disinformation is rampant in elections globally, and research finds that 80% of employees want their organizations to help ensure a free and fair election without partisanship,” McCorkindale says. “Organizations also benefit from helping increase digital, media, and information literacy in their employees.”
Nicole Schuman is Managing Editor for PRNEWS. Follow her @buffalogal