What We’re Reading is a monthly roundup of current news, commentary, challenges, and trends that impact our industry as well as those of our clients. From DEI initiative changes to the uncertain fate of TikTok, here’s a look at what stood out to our team in December.
Crisis Communications
Torrent of Hate for Health Insurance Industry Follows CEO’s Killing – Dianne Searcey and Madison Malone Kircher, The New York Times
“If you’re operating in a misunderstood or disliked industry (and there are few more so than health insurance), it’s incumbent upon you to invest heavily to educate the public and policymakers about your business and the role it plays in society. Because otherwise this is what can happen – even in the aftermath of a truly abhorrent act of cold-blooded murder. Companies and trade associations in other sectors shouldn’t be lulled into thinking they’re immune. With public support of big business at perilously low levels, any number of them could find themselves in a similar situation.” – Nick Kalm
As Online Fandom Persists, UnitedHealthcare Blocks Sale of a Pro-Mangione T-Shirt – Kit Eaton, Inc.
“The tragedy that occurred in Manhattan on Dec. 4 is now a large topic of discussion for reputation management and the role of insurance companies in the healthcare system. This article dives into the glorification of Luigi Mangione, the alleged killer of UnitedHealthcare CEO Brian Thompson, and how UnitedHealth chose to react in the wake of this attention. Companies should be cautious in their responses to tragic events and avoid overly aggressive tactics that may damage their reputations, especially in this complex interplay between a tragic event, public opinion and a corporate response.” – Grace DuFour
‘We Can Bury Anyone’: Inside a Hollywood Smear Machine – Megan Twohey, Mike McIntire and Julie Tate, The New York Times
“Details from a scathing lawsuit filed by a high-profile Hollywood star provide a horrific look into an unprofessional and ugly attempt at crisis management. Let this serve as a reminder that much like journalists, the communications profession requires a strong sense of ethics and commitment to accountability and transparency.” – Kristin Monroe
Employee Communications
Spotify Wrapped 2024: Backlash, Controversy And Memes – Dani Di Placido, Forbes
“Despite the anticipation for the annual ‘Spotify Wrapped,’ characterized by digestible, personality-defining metrics and a comprehensive playlist, users expressed disappointment over their results. Why? Reportedly, the platform relied too heavily on generative AI, with 2024’s Wrapped lacking the detailed metrics that users have come to expect. As companies like Spotify continue to look for ways to integrate AI into their value proposition, this serves as a valuable lesson as to why the human touch is an imperative component in any strategy. Without it, the consumer feels overlooked and undervalued.” – Catherine McCoy
Companies that have rolled back DEI initiatives – Justin Klawans, The Week
“The article highlights a growing trend of companies scaling back their Diversity, Equity and Inclusion (DEI) initiatives, often citing economic pressures and shifting political landscapes as catalysts. This shift, with some organizations reframing DEI efforts around broader “culture-building” themes, raises important communication challenges, particularly around authenticity. For communicators, the key learning is the critical need to maintain transparency and clearly articulate the rationale behind any changes to DEI strategies. Balancing internal priorities with external perceptions is essential to mitigate reputational risks and maintain stakeholder trust.” – Natalie Szydlo
“How Return to Office Policies Are Impacting Employees in 2024” – Kara Dennison, Forbes
“Some of the performative tactics reported in this article are a little misguided. For one, I would never employ ‘The Green Status Effect’ to make it look like I’m always open. I would much rather keep my status red to make it look like I’m always in meetings. And the old ‘arrive before the boss to make them think I work longer’ is also filled with holes. I think you look more inefficient. I hope performance work culture gets smarter than what’s being reported here. Right now, I give the tactics two stars.” – Anne Marie Mitchell
Tech employees go silent as CEOs donate to Trump’s inaugural fund – Eleanor Hawkins, Axios
“Executives in any industry should not consider silence right now as a sign that the employee activism we saw during the first Trump administration won’t happen again. As this article notes, marches, protests, and other actions didn’t start until after President Trump was inaugurated and his administration was enacting its policies. Now is the time for all organizations, and especially those who work closely with the Federal government, to prepare communications response plans that address employee activism. They should also evaluate what, if any, public commentary or actions they may be willing to make in response to employee pressure based off the organization’s established mission, vision, and values.” – RJ Bruce
Coke, PepsiCo lobby to keep sugary sodas in food-stamp program – The Wall Street Journal, Laura Cooper and Kristina Peterson
“As a new administration prepares to take office, brands like Coke and PepsiCo are wrestling with how to advance and protect their interests in anticipation of possible policies that could be adversarial to their business operations. The beverage industry, and more broadly the food industry, are using a multipronged strategy across public affairs and public relations to help influence federal policy. They are emphasizing an increased shift toward healthier options (zero/low-calorie drinks) to counter critics like Health and Human Services secretary-designee Robert F. Kennedy Jr., while also leveraging partnerships with anti-hunger organizations to reframe the debate from restrictions to food access.” – Michael Grimm
Digital & Social Media Strategy
Why adaptability is a brand’s biggest competitive advantage – Natalie Gotko, AdAge
“In this article, a major emphasis is that adaptability has become a key differentiator for brands in today’s rapidly changing market. Agencies must be able to help clients navigate evolving consumer behavior, technological advancements, and global challenges in a variety of different aspects and within varying timeframes. As trends shift quickly, staying rigid can lead to missed opportunities, whereas adaptable agencies can quickly adjust strategies to stay relevant. The ability to pivot, experiment, and innovate allows agencies to better meet client needs and exceed expectations. Ultimately, adaptability ensures long-term success and resilience, positioning agencies to thrive in an unpredictable business environment, something that is often forgotten.” – Sophie Murray
3 Ways Creators Are Future-Proofing Amid TikTok’s Uncertain Fate – Colin Daniels, AdWeek
“While the article emphasizes influencers diversifying the platforms they use to create content, the same strategy is, and will continue to be, equally important in the PR realm. Too often, companies create content with a single purpose in mind, limiting its potential impact – a press release might only be distributed via a newswire service, or a customer case study might only appear on the company’s website. This one-dimensional strategy restricts both reach and visibility. Instead, adopt a mindset of repurposing content across multiple channels to maximize its value. For instance, pitch a case study to media outlets or transform a recorded video interview into shorter clips for Instagram Reels. By expanding each piece of content across platforms, you not only increase its visibility but also ensure it’s worth the investment of time and effort.” – Haley Hartmann