May 3, 2023

Personal Connections are Essential for Establishing Trust

Building trust has always been a communicator’s top skill, and it remains so in an age of eroding confidence. New findings show public relations professionals believe both brand loyalty and employee morale must be prioritized to boost company reputations. Establishing trust starts with leadership—recent Gallup research indicate that when leaders clearly communicate their vision, employees respond. Caring about the work means caring about the worker, which is best conveyed through personal connections.

A new AP poll reveals a vast majority of Americans blame the news media for growing political polarization. With more misinformation, media has a role in mitigating mistrust. News organizations can cultivate trust by educating audiences to critically evaluate sources. Journalists can earn trust by explaining story selection and sourcing, and by getting to know the communities they serve.

Expanding Equity Requires Intention and Investment

Across industries, organizations are regressing in commitments to expand equity. Executive endorsement of diversity, equity, and inclusion (DEI) programs has dropped by nearly 20% in just two years. This decline has exhausted advocates who have seen rollbacks of inclusion and belonging work, essential for strengthening employee engagement. To determine the right approach, some experts recommend A/B testing DEI initiatives and focusing on action, not words.

Media companies are also failing to deliver on DEI commitments. New hiring numbers show that media companies are falling short on prioritizing hiring diversity, as more agency employees are looking for meaningful investments. Recent Reuters research found that underrepresented groups view inequities in media representation as an extension of systemic biases.

Understanding Audiences Amidst a Shifting Media Landscape

In a crowded and complex media landscape, audience insights are essential. Research from the Knight Foundation reveal a shift in audience preference from institutional news sources to public figures. A new journalism study suggests that loyalty to a news source is not always tied to regular use. In the era of digital media, understanding what motivates audiences to engage is crucial. Most important is finding what audiences want and tailoring messaging to reach them where they are.

Shifting audience behavior is also transforming the media landscape. The rise of specialized content for niche audiences is pulling audiences away from ad-dependent news sites. Vice Media is close to filing for bankruptcy—the latest in a wave of digital media downfalls.

Sequence Summaries: Building Trust, Expanding Equity, and Understanding Audiences

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April 26, 2023

Media Publications and Programming Reeling in New Upheaval

Major changes are shaking up the media landscape. Fox News parted ways with its highest-rated television host, Tucker Carlson, following revelations from the recent Dominion lawsuit. Don Lemon’s 17-year tenure at CNN ended after a slew of controversies plagued the cable news personality. NBCUniversal CEO Jeff Shell was ousted after the former executive was investigated for workplace misconduct.

Newsrooms are experiencing upheaval with more layoffs and closures. BuzzFeed announced it will shutter its news division. Business news mainstay Insider is cutting one-tenth of its workforce—the news comes after reports the company is beginning to implement AI into content development. Sports broadcaster ESPN is also shedding jobs, with parent company Disney continuing to cut down following last month’s ABC News layoffs.

Tech Companies Make More Changes

Tech platforms and companies continue changing products and policies. TikTok is tackling misinformation by removing content that misleads on climate change. Meta-owned WhatsApp is allowing users to keep disappearing messages with sender approval. Twitter co-founder Jack Dorsey’s new decentralized social media app Bluesky has launched on Android.

Twitter’s botched blue checkmark revamp resulted in verification for accounts that did not sign up. Snapchat is receiving backlash for its new app-integrated AI chatbot that users can’t opt out of. Microsoft is removing Twitter from its advertising platform after the social media company announced paid plans for API access. Reddit is following Twitter’s lead with plans to also charge users for access to large datasets—a step it calls necessary to prevent AI chatbots from training on its data.

Workers are Gaining Momentum with Big Wins

From a proposed ban on noncompete clauses to a renewed labor movement, workers are gaining momentum. While the past year has seen organizing success at Amazon and Starbucks, service sector employees aren’t the only workers winning labor battles. Contractors at YouTube Music are set to vote on unionization, and a political PR firm recently started collective bargaining conversations. Following media layoffs at Insider, the company’s union organized a walkout led by hundreds of workers.

The National Labor Relations Board recently ruled non-disparagement clauses unlawful, empowering workers and expanding transparency. Despite progress, corporate interests are pushing back. Business groups are heavily lobbying the FTC to withdraw its noncompete ban proposal, while reports reveal NBCUniversal directed managers to defeat union drives.

Sequence Summaries: Media Maelstrom, More Tech Changes, and Worker Wins

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April 19, 2023

The Latest Trends Transforming Tech

Tech companies are transforming products and services. Meta’s making Instagram more creator-friendly with new features that connect creators with brands and agencies. The app’s also rolling out Reels updates to optimize video and audio editing. Instagram’s founders are launching a new, AI-moderated news app called Artifact. TikTok is pushing in-stream shopping, while Twitter is expanding character limits for paid subscribers. 

The AI race keeps accelerating. Elon Musk recently incorporated a new company, X.AI, while startup Anthropic is raising money to compete. Following Microsoft, Google is taking steps to integrate generative AI into search. OpenAI CEO Sam Altman denied rumors around training GPT-5, while Amazon told stakeholders it’s “investing heavily” in generative AI.     

Governments and Online Platforms Intervene on Information 

The flow of information has perhaps never been more controversial. Social gaming platform Discord is in the spotlight after national security secrets appeared in a group chat—the decentralized platform is currently being investigated by the FBI. AI tools are causing governments around the world to develop regulatory measures, and Italy looks ready to lift its temporary ChatGPT ban.

In the U.S., lawmakers and social media companies continue grappling with information dissemination. Montana’s legislature passed the first state ban on TikTok, while Twitter has taken criticism for labeling NPR and BBC ‘state-affiliated media.’ To address growing disinformation, some former high-level U.S. officials are calling for a renewed focus on strategic communications. To fill gaps from depleted local newsrooms, student reporters are stepping up to tackle state government coverage.   

Changing Demographics are Shaping the Future of Communications

Unique audience insights are shifting strategies in communications outreach. Recent data show more consumers are using social media to shop online, including younger and older generations. The saturation of influencer content has led some creators to embrace ‘deinfluencing,’ highlighting which products to divest from. In a fast-paced PR landscape, communicators must stay on top of microtrends, which can emerge and fade-out within weeks, if not days.

With increasing audiences valuing belonging, brands are assessing communications to ensure inclusivity. Technology and AI are ushering in new work paths and practices. More Gen Z members are dropping out of the workforce to start businesses as new data show remote work demographics grew younger and more diverse during the pandemic. 

Transforming Tech, Information Oversight, and Developing Demographics

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April 12, 2023

Power of Data Require Decisions About Privacy and Access

Massive data mean more questions about who controls it. Academic researchers are taking issue with Twitter’s new plan to charge third parties for accessing large datasets—methods that have helped track the spread of misinformation. Tech companies are facing new consequences for how they handle information—TikTok was recently fined for failing to protect children’s data and some telehealth services have been scrutinized for data leaks obtained by advertisers.

While data require responsible management, the communications insights they provide are powerful. Social media listening and media measurement give actionable audience insight, and AI chatbots like ChatGPT can convert large data input into understandable reports. The rise of AI chatbots has made data access and analysis instantaneous, though they come with significant privacy risks.

Good Internal Communications Elevate Employee Engagement

After steady increases following the Great Recession, employee engagement has recently declined. Following the pandemic, more are demanding work-life balance and resisting traditional career structures. Younger workers feel a lack of investment from their employers, and many want both flexibility and transparency. With research showing employee engagement inextricably linked to worker output, employers must respond.

Good internal communications can improve engagement, though it’s not a panacea. Communicators should work with leaders to create authentic, concise messaging that’s understandable organization-wide. Most importantly, understand that individuals make up organizations, and there is no one-size-fits-all approach. Companies should also regularly communicate—and live out—their values.

Innovative and Unexpected Media Models Emerge

New media models are emerging as traditional news continues to struggle. More independent outlets are eschewing advertising and relying on crowdfunding, grants, and partnerships to operate. Newsrooms are rethinking their relationships with online platforms and finding new ways to connect with the communities they serve. With growing social media uncertainty, some consultants are advising clients to adopt a website-first approach to publishing content.

Accessing content is also changing. Newsletter platform Substack recently launched Notes, short status updates similar to tweets. New social media platform Post is allowing publishers to generate revenue from users reading news in-app without advertising. The proliferation of podcasts is leading some brands to reconsider radio and discover the efficiency of audio advertising.

Sequence Summaries: Data Decisions, Engaging Employees, and New News Models

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April 5, 2023

Institutional Trust Continues to Erode

Across institutions, trust is eroding. While trust remains important among executives, employees, and consumers, recent surveys reveal differences in how they each define it. New data also indicate business is trusted more than other institutions like government or media. A major contributor to mistrust is the ease with which disinformation spreads. Mistrust causes real harm—more doctors are reporting declines in patient trust and the dire health consequences of misinformation.

Some tech companies are taking notice by adding new features to help users verify online information. But with some AI chatbots implementing advertising, more may question response accuracy. Earning public trust begins with media, and PR professionals can help journalists by providing accurate information. Media members can also feature transparency without adding complexity to their stories.

Agencies are Adapting to a Shifting Landscape

Communications and PR agencies continue adapting to changes in consumer and market behavior. Tech volatility has strained advertising teams already stretched thin, leaving more agencies adjusting to the backlog. Generative AI has transformed content creation, while younger generations are demanding increased transparency and execution of company values, leading to more challenges for today’s consultancies.  

To meet these challenges, agencies must keep moving forward by investing in communications software and leveraging new tools to build and sustain effective hybrid teams. To retain talent, firms should work with employees to create intentional plans for career development. On the client side, setting expectations is always important, and fostering meaningful relationships will pay dividends long-term.

Events are Back and More In-Demand

Largely absent the last few years, in-person events have returned with much fanfare. As companies consider hybrid work options, gatherings give remote workers opportunities to connect and learn from colleagues. The latest trade show insights indicate a strong preference for in-person conferences versus virtual ones. At events, attendees are more engaged than ever and expect a personalized experience.

Events also allow communicators to engage with new technology firsthand before presenting ideas to clients. This year’s SXSW (South by Southwest) festival provided participants plenty as brands showed off new experiences in augmented and virtual reality. Ragan’s recent social media conference emphasized authenticity and understanding demographics to determine digital strategies.

Sequence Summaries: Eroding Trust, Agency Adaptation, and the Return of Events

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March 29, 2023

Social Media Platforms Changing Amidst Ongoing Uncertainty

From mass layoffs to security lapses, social media companies face an uncertain future. Platforms are adjusting as expectations change and audiences adapt. Twitter has made the most noise, transforming verification by phasing out blue checkmarks for unpaid users and altering account recommendations. Following Twitter’s lead, Meta is rolling out verification subscriptions for both Facebook and Instagram. Meta’s also making up for declining revenue by adding paid search posts and reminder ads within Instagram.  

Managing social media is also changing. As more third parties phase out free plans, platforms are adopting in-app support—LinkedIn recently joined Twitter and launched native post scheduling. Social media managers must continue honing their skills to keep up with a quickly changing landscape. The good news? Public relations pros have access to more tools than ever before.  

Remote Work Divide Persists for Employees and Employers

The debate regarding remote work isn’t dying down anytime soon. A new labor report indicates fewer employers allowed hybrid work last year, though more employees are demanding it. While recent research show remote workers worry more about job security, many employers have yet to establish recommended protocols to accommodate them. For remote work to work, organizations must develop plans to engage workers and safeguard cyber security. 

Despite resistance from some executives, studies have shown remote workers are more productive. Firms can better support employees by building effective hybrid teams and getting more intentional about meetings. Changing work requires new approaches to everything from managing office rents to reevaluating the length of the average workweek.

More Organizations and Executives Must be Prepared for Crises

A recent study reported less than half of U.S. companies have sufficient crisis communications planning. In today’s world of social media and emergent AI, online narratives can break out at any moment. As recent financial turmoil has shown, it’s imperative organizations and executives stay prepared for unexpected events. This means having a modern crisis communications plan in place—a rubric leadership and staff can rely on for coherent and consistent messaging.  

In addition to a formal plan, organizations must ensure strong communicators have a seat at the leadership table. Once a crisis arises, plans should be implemented immediately with necessary stakeholders informed. Most importantly, leaders must embrace authenticity and learn from the situation.

Sequence Summaries: Social Media Uncertainty, Remote Work Wars, and Confronting Crises

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March 22, 2023

Clients Expect More from PR

As the media landscape fragments and brand trust continues to fade, organizations and executives want more from PR professionals. Clients need counsel to help them navigate complex multichannel approaches as audiences look beyond traditional news outlets.

Increasingly, earned media coverage is no longer the gold standard—clients expect strong social media strategies and branded editorial content. With PR budgets more vulnerable during uncertain economic times, consultants should frequently communicate value, return on investment, and measurement of their work.

The Fight Against Disinformation Continues

Half of journalists recently surveyed cite disinformation as a top concern. It remains a growing threat across traditional and social media with emerging technology providing more opportunities to mislead. And while online platforms have begun reporting how they’re fighting the spread, recent tech layoffs have significantly downsized teams designated to combat disinformation.

The age of AI is also refocusing the fight against disinformation. With more companies implementing generative AI, attention has shifted to preventing its misuse. Cybersecurity experts are sounding the alarm on the need for meaningful regulation while more educators are incorporating digital and media literacy into instruction.  

Search Engines Disrupted by New Tech

Search engines are facing the biggest wave of disruption since their inception decades ago. Younger generations are increasingly turning to social media platforms like TikTok and Instagram for search instead of Google. And while Microsoft’s Bing has incorporated OpenAI’s GPT-4, many are bypassing search engines altogether in favor of AI (artificial intelligence) chatbots like ChatGPT. Google has responded by releasing its own AI chatbot, Bard.

SEO (search engine optimization) is also changing. Google recently modified their search quality standards to weight author experience, likely to differentiate human- and AI-written content. However, since AI chatbots answer questions instead of delivering ranked results, boosting SEO could become less important for brands over time. 

Sequence Summaries: PR Expectations, Fighting Disinformation, and Search Engine Disruption   

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March 16, 2023

Companies Ramp Up AI Despite Public Concern

More companies are implementing generative AI (artificial intelligence) into their products and services. Salesforce recently launched Einstein GPT, an AI-powered CRM (customer relationship management) tool that drafts personalized sales emails, auto-generates code for developers, and creates content for marketers. Salesforce joins companies like Microsoft, Meta, and Google, all spending exorbitantly to train and maintain large language models.

Despite continued implementation across industries, many surveys show most Americans don’t trust AI, while significant numbers are concerned with privacy issues. PR professionals remain divided on whether they’ll use generative AI tools like ChatGPT—some see value for tasks like copywriting and social media, while others would avoid them entirely. OpenAI’s latest release, GPT-4, can respond to both text and image input.

Silicon Valley Bank’s Bad Communications

The collapse of Silicon Valley Bank, one of the tech industry’s leading financial institutions, has shaken the U.S. economy. As lenders and lawmakers react, communications missteps continue to plague the beleaguered bank. The lender initially failed to explain its actions to stakeholders, which led to mistrust among financial partners. Then, silence allowed online hysteria to fill the void, while the (now former) CEO’s indecisive messaging continued the spiral.

Coherent and consistent messaging keeps investors informed and customers calm. The lack of executive communications counsel on Silicon Valley Bank’s leadership team likely worsened the crisis, as many have referred to the collapse as the first bank run driven by social media. While good communications can’t prevent poor financial decisions, every banking institution should be prepared with plans to mitigate crises across traditional and social media.

Lawmakers Continue Targeting TikTok

Social media giant TikTok continues to face scrutiny from lawmakers in the U.S. and around the world. In recent weeks, the European Union and Canada have banned the app on government devices, following a similar U.S. directive earlier this year. Governments have expressed security concerns regarding TikTok’s China-based parent company, ByteDance, and the potential misuse of user data. Pending the outcome of a U.S. national security review, TikTok’s leadership is considering separating from ByteDance to assuage concerns.

On the PR front, TikTok has taken steps to improve its public perception. Citing research from the Digital Wellness Lab, the app is limiting daily usage for users under 18 to 60-minutes per day. To promote its economic value, TikTok recently launched a new docuseries highlighting small businesses that have successfully leveraged the app for marketing.    

Sequence Summaries: AI Growth, Bad Bank Communications, and TikTok Scrutiny

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