In August, we unpacked the shifting world of crisis communication–spotlighting Cracker Barrel’s brand backlash, Microsoft’s employee activism, and the evolving playbook for corporate apologies. We also explored how brands like Duolingo and the Taylor Swift/Travis Kelce partnership are redefining social media and cross-industry PR, while taking a clear-eyed look at where AI really stands today. These insights reinforce a central theme: in today’s environment, successful communication now demands authenticity, adaptability, and a sharp focus on audience engagement.
Crisis Communication
Cracker Barrel faces social media pushback on new logo, brand refresh – Ali McCadden, CNBC
“Cracker Barrel’s recent rebrand, its first logo change since 1977, has sparked widespread backlash from customers, investors, and even political figures. The company removed its nostalgic “barrel man” icon and “Old Country Store” tagline in favor of a minimalist, text-only design, positioning it as part of a broader modernization effort that includes refreshed interiors and a new marketing campaign. While CEO Julie Felss Masino insists the response has been ‘overwhelmingly positive,’ the move triggered cultural debates online, a sharp stock decline, and criticism from loyal patrons who saw the shift as erasing tradition, ultimately causing the brand to revert back its old logo just a few days later. The backlash highlights the challenges brands face when attempting to modernize their image while maintaining the nostalgic elements that resonate with their customer base.” – Jenny Cummings
Microsoft employee protests lead to 18 arrests as company reviews its work with Israeli military – Matt O’Brien and Michael Biesecker, AP News
“After what seemed like a pause, I’m wondering if this is a sign that employee activism is on its way back. Certainly, there’s little love lost by the public (and even employees) of big companies in general, and the war in Gaza is an especially inflammatory flashpoint today. As Microsoft seems to be doing, employers will have to strike a careful balance between allowing their employees some free expression while also preserving the security of their operations as well as flexibility to operate their businesses as the– and their shareholders–see fit.” – Nick Kalm
Reputation Management
The era of the public apology is ending – Eleanor Hawkins, Axios
“During American Eagle’s controversy surrounding its campaign with Sydney Sweeney, the company objected to issuing a public apology but rather stood by their decision. If organizations are moving away from issuing public apologies, how are they addressing reputational crises with those affected? As this article suggests, ‘an apology signals a reset.’ So, if you opt not to issue a public apology, crisis communications leaders will need to find alternative strategies to address and correct issues, maintain brand trust ,and continue to operate with transparency. It’s not about foregoing responsibility, but finding alternative ways to communicate it.” – Catherine Wycklendt
Intel says Trump’s plan for U.S. stake in company poses business risks – Eva Dou, The Washington Post
“While you may not typically find yourself digging into a company’s Securities and Exchange Commission (SEC) filings, as a communicator it is an important source of information you need to be aware of and prepare for when developing materials to protect or grow that organization’s reputation. A standard risk assessment likely would not have predicted the government taking a stake in Intel, but once it happened, being ready to address the potential risks, including those included in the SEC filing – decreased international sales, litigation or backlash from other governments, partners or even its employees – is imperative. Ensure you have a mechanism to assess, prioritize, and regularly reevaluate those risks to remain prepared to address potential reputational issues before they get out of hand.” –Andrew Moyer
Digital & Social Media
Duolingo’s Departing Social Media Manager Talks Virality, Anxiety and Mental Health – Patrick Coffee, The Wall Street Journal
“Duolingo’s senior social media manager is leaving after five years, during which they grew the app’s TikTok following to 16.7 million through campaigns that combined humor, virality, and real-time engagement. Their work illustrates the importance of a strategic communications approach that pairs careful planning and operational discipline with creativity that resonates where audiences are most active (social media). Thoughtful, bold, and authentic social strategies can expand reach while protecting credibility in a landscape where missteps are instantly visible. For brands and clients alike, this reinforces the value of expert guidance in crafting social and PR strategies that are both impactful and reputation-conscious.” – Natalie Szydlo
What if A.I. Doesn’t Get Much Better Than This? – Cal Newport, The New Yorker
“This piece unpacks the underwhelming launch of GPT-5 and what it signals about the plateauing of large language models. It offers a less flashy but possibly a more realistic take on where AI is headed. While there’s no denying AI is a powerful tool, this article is a helpful reminder for PR pros thinking about how to weave AI into internal strategies, messaging, media outreach, or agency offerings. With more companies building out AI strategies, it’s a reminder to focus on what AI can actually do today (not just what it might do ‘someday’).” — Makenna Eldridge
Taco Bell’s AI drive-thru plan gets caught up on trolls and glitches – Emma Roth, The Verge
“Taco Bell’s experience with its AI drive-thru highlights the risks of a ‘one-size-fits-all’ approach. As companies adopt AI, the key lesson they’re learning is that it works best when applied to controlled, targeted ways to simplify specific tasks. This focused approach not only optimizes operations but also helps earn long-term customer trust.” – Emma Smits
Zoom Communications lifts annual forecasts on robust demand for AI tools – Reuters staff, Reuters “While it’s no surprise there is strong demand for Zoom’s AI-powered features, the degree of these specific boosted forecasts signal a clear shift–one that cuts across sectors and cannot be ignored. It’s not just tech, or finance, adopting AI tools, it’s nearly sector agnostic at this point. It will be critical for leading brands to showcase how they’ve genuinely embraced AI in their communications (and operationally based) approaches and strategic business applications. The days of testing and learning are nearly over, and communicators need to command their own narrative around where they are in their AI adoption journey to meet this moment.” – Kate O’Neil
AI learning gap fuels investor concerns – Eleanor Hawkins, Axios
“This article notes that mentions of AI on earnings calls have increased 779% over the last year but 47% of employees say they’re not using AI’s full capabilities. While every organization wants to show they are leading the charge when it comes to AI, this type of disconnect is a significant reputational threat. Rather than overpromising and under-delivering around AI, organizations should make sure they’re setting appropriate expectations with their stakeholders. This includes establishing realistic outlooks with external audiences while providing a clear roadmap on what AI integration and training looks like for their employees. Over-indexing on the promise of AI without appropriately upskilling employees could lead to some uncomfortable earnings calls for executive teams in the very near future.” – RJ Bruce
The State of PR 2025 – Muck Rack
“This report shares the latest trends shaping the PR industry, highlighting AI and automation as top priorities. Unsurprisingly, 77% of PR professionals report already using generative AI tools in their workflows. With shrinking newsrooms creating significant challenges for securing earned media, the report provides valuable insights into how PR professionals are navigating this evolving landscape.” – Haley Hartmann
Marketing
Urban Outfitters and Chipotle Launch Back-to-School Collection with Dorm Essentials – Renan Botelho, Women’s Wear Daily
The collaboration between Urban Outfitters and Chipotle is a brilliant move that demonstrates a deep understanding of the Gen Z consumer. The campaign isn’t just about selling products; it’s about leveraging brand fandom to create a cultural moment. By turning iconic Chipotle elements like the foil burrito wrap or a pinto bean into quirky dorm decor, Urban Outfitters transformed simple merchandise into personalized, shareable statements. Perfectly timed during back-to-campus season, the partnership extends both brands’ reach by generating social media buzz and earned media, a masterclass in engaging a specific audience on an authentic level.” – Grace DuFour
Taylor Swift & Travis Kelce: A Masterclass in Cross-Industry PR – Maria Jordan, LinkedIn
“While Taylor Swift does not need the publicity to announce a new album, partnering with fiancé Travis Kelce for an announcement on his NFL focused podcast is a brilliant PR tactic, uniting two vastly different audiences. Swift, a subject of constant media scrutiny, took this opportunity to control her narrative, making her and her brand even more endearing.” – Emily Schultz