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. This month, our team explores how transparent executive communication, nostalgic rebranding, and authentic storytelling are helping brands and leaders rebuild trust and navigate crises. Highlights include Burger King’s direct customer feedback initiative, Snapple’s return to its roots, the impact of scandals on sports culture, and the need for consistent, people-focused messaging in the face of technological disruption and workplace uncertainty.
PUBLIC RELATIONS
Got Beef With Burger King? You Can Now Tell The President Directly – Sean Abrams, Delish
“What struck me most is how radically simple this idea is and how powerful that simplicity can be in rebuilding trust. At a time when most brands are adding layers between leadership and customers, Burger King is doing the opposite by signaling direct accessibility and accountability from the top. From a marketing lens, this is less about collecting comments and more about humanizing the brand, especially in an era dominated by automation and AI. It’s a strong reminder that creating a sense of direct connection can be just as powerful as any large-scale campaign.” – Lindsay Erickson
Snapple is ready for its big comeback – Grace Snelling, Fast Company
“Snapple’s comeback highlights how communications can help rebuild trust after years of change. By returning to a familiar look and tone, the brand has an opportunity to clearly signal what it stands for again and restore credibility with consumers. Consistent messaging and clear storytelling will be essential to ensure the reset feels authentic and doesn’t revive past reputation challenges.” – Emma Smits
Olympic curling scandal threatens to forever alter the sport’s culture of trust – Kevin Baxter, Los Angeles Times
“Like many others, I have fancied myself a curling fan over the last several weeks of the 2026 Olympics, and admittedly, I got some amount of entertainment out of the drama that took place between Canada and Sweden’s match. While entertaining for an outside audience, the controversy has the potential to alter the game’s culture of trust and self-regulation. One could argue that trust and transparency are on thin ice across various segments of our daily lives, whether at work or at play. This instance is only a small example of how important it is to maintain a culture of trust; for if it is lost, the value of our wins diminish significantly.” – Catherine Wycklendt
CRISIS COMMUNICATION
Mark Zuckerberg’s awkward response to scathing question from lawyer accusing him of being ‘robotic’ during tense courtroom duel – Eliot Force, The Daily Mail
“As one of the richest people in the world, Mark Zuckerberg needs no sympathy from me. But, this article showcases the perils of being a CEO who consistently struggles with public appearances, whether it be media interviews, Congressional testimony or appearances at trials. Zuckerberg smartly acknowledges his past poor performances, thereby lowering expectations, but, at the same time, denies receiving coaching. Why? Even the best athletes in the world have coaches to be at their best in key moments. Why shouldn’t he?” – Nick Kalm
Even the CEOs are worried about AI now – Emily Peck, Axios
“With key business leaders now identifying AI and other new technologies as the top risk to their industries, communication teams must plan out how they’ll respond to technology-led disruptions. These events can impact market performance, shake stakeholder confidence, or even render entire sectors obsolete in a matter of months. How a business responds when hit with these disruptions will be critical to determining whether it can succeed going forward or if it folds under the weight of change. Companies should be preparing for what may come now, even without knowing exactly what might happen, so they have a better chance of shaping the narrative when they hit.” – RJ Bruce
As Trump Touts Economic Gains, Many Workers Still Feel the Pinch – Audra D.S. Burch, The New York Times
“When your messaging doesn’t match what your audience is living, you lose them. The disconnect between ‘inflation is down’ and ‘I can’t afford groceries’ is a lesson every communicator should study: data points don’t move people, but honest acknowledgment of their reality does. Savvy brands won’t just adjust their messaging, they’ll adjust their offerings, whether that means tiered pricing, a more accessible product line, or a service that meets stretched consumers where they actually are. That’s not just a good communication strategy, it’s good business.” – Michael Grimm
In the ‘Top Model’ Docuseries, Tyra Is No Longer in Control – Julia Jacobs, The New York Times
“In a new documentary series, Tyra Banks is facing renewed backlash from her time on America’s Next Top Model – a reminder that past media moments rarely stay in the past. As decades-old clips resurface and audiences reevaluate them through a modern lens, the conversation highlights the critical role accountability, tone, and context play when addressing criticism. However, during her interviews, Tyra appeared to take a more guarded, rehearsed approach, stopping short of fully acknowledging the harm caused by emotionally charged moments and long-standing controversies. That perceived defensiveness only intensified the backlash, underscoring how quickly public sentiment can shift when audiences sense a lack of authenticity. Had the interviews been met with greater transparency and genuine ownership, the narrative (and public reaction) might have looked very different.” – Haley Hartmann
INTERNAL COMMUNICATIONS
‘Layoff Fatigue’ On The Rise As Serial Layoffs Become The New Norm – Bryan Robinson, Forbes
“For the last few months, there has been a steady flow of articles talking about the era of rolling/continuous layoffs and layoff fatigue in which we find ourselves. These articles, including this one, highlight the impact this is having on workers whether they are directly laid off or not. The anxiety this creates in the ‘leavers’ and the ‘remainers’ at a company are shaping a near and present need for companies to change the ways they are communicating and engaging with their employees. When small, frequent layoffs keep happening, internal communication can’t just show up during big announcements. Leaders need to talk with employees more regularly, be clear about what they know and what they don’t, and acknowledge the stress and uncertainty people are feeling so rumors don’t take over. Honest, steady communication and real two-way listening go a long way in keeping trust and a sense of stability, even when the situation itself remains unstable.” – Andrew Moyer
What Wall Street bank CEOs are saying about how AI will change their workforce – Alex Nicoll and Alice Tecotzky, Business Insider
“Like any economic inflection point, the integration of AI feels paradigm shifting – mostly because it is – but that doesn’t mean an imminent end to the workforce as we know it. I found it reassuring to hear the most bottom-line focused CEOs feeling bullish on AI’s ability to add, not detract, from workforce headcount. Considering the source, this feels especially powerful. It’s also a reminder that intentional communication about the potential for growth that drives workforces and puts people first doesn’t have to be at odds with technological advances. Quite the opposite. We can all take a lesson from leaning into the optimism around continued investment equally in people and tech.” – Kate O’Neil
DIGITAL & SOCIAL MEDIA STRATEGY
‘Dancing With the Stars’ Sets Spinoff Series to Find Next Pro, Robert Irwin Eyed to Host – Emily Longeretta, Variety
“Building on the momentum from its record-breaking season, Dancing with the Stars (DWTS) is launching an innovative spin-off series that brings fans closer to the action by searching for the next professional dancer. With the addition of a fan convention in California, DWTS is taking a strategic approach to keep fans involved while attracting a new audience. As DWTS only airs one season each year, the competition show is reinforcing brand relevance by creating year-round engagement opportunities that keep audiences and media invested beyond the main show.” – Emily Schultz
Best and worst Super Bowl commercials of 2026, as rated by experts – Aimee Picchi, CBS News
“This year’s Super Bowl ads reinforced a lesson communicators are relearning across industries: spectacle alone doesn’t build trust. According to marketing experts, the strongest spots paired emotional resonance with a clear, easy‑to‑understand value proposition — showing audiences not just what the product is, but why it matters in their lives. Ads that leaned too heavily on novelty or celebrity without clarity struggled to land. As brands navigate economic pressure, AI anxiety, and growing audience skepticism, the takeaway is clear: connection and credibility still outperform flash.” – Paige Borgman
How Olympic brands are shifting marketing to the village and athlete social media – Frank Washkuch, PRWeek
“By leaning into athlete-led, behind-the-scenes content, brands are prioritizing moments that feel human, shareable, and more credible than traditional campaigns. These activations move away from broader commercial appeal and towards deeper relationships with athletes, creating social-first moments that travel organically and cement them as trusted storytellers. This shift challenges PR and communications professionals to focus on fostering authentic partnerships and facilitating real-time engagement, rather than relying solely on polished messaging or broad media placements.” – Grace DuFour
As American Girl turns 40, Mattel grapples with bringing dolls into a new era – Luke Fountain, CNBC
“As American Girl marks its 40th anniversary, Mattel is leaning into nostalgia and adult “kidult” consumers to stabilize a once‑dominant brand navigating a changing toy landscape. While American Girl has posted five consecutive quarters of sales growth, revenue remains well below its mid‑2010s peak as digital play, price sensitivity, and shifting consumer habits reshape how kids and parents engage with toys. To bridge generations, Mattel is modernizing its original characters, expanding into adult publishing, and investing in digital platforms like Roblox and TikTok, betting that emotional loyalty can translate into relevance for new audiences. The milestone underscores a broader challenge facing legacy brands: how to balance heritage and innovation without losing what made them culturally meaningful in the first place.” – Jenny Cummings