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 Super Bowl ads to DEI rollbacks, here’s a look at what stood out to our team in January.
Crisis Communications
When Your Last $166 Vanishes: Fast Fraud Surges on Payment Apps – Nathaniel Popper, New York Times
“It’s sad what is happening to so many CashApp customers losing their money to fraud schemes. Though their attitude towards fraud on their platform comes off as cavalier, CashApp is unlikely to be hurt too badly by this fine or the media coverage on its practices. However, if state attorneys general get into the act, the incoming Trump administration is more aggressive on these issues than expected, or they don’t revisit their practices, it could be a different story.” – Anne Marie Mitchell
State Farm Halts Super Bowl Ad, Delays Severance Campaign as LA Fires Rage – By Jason Notte & T.L. Stanley, AdWeek
“State Farm’s decision to cancel its Super Bowl ad and delay a major campaign in response to the Los Angeles wildfires highlights the importance of aligning communications with crisis management. By prioritizing support for affected communities over marketing and brand building, State Farm demonstrated how reputational risks can be mitigated through empathetic, people-focused decisions.” – Emma Smits
Flawed emergency alert systems lagged when residents needed them most during Los Angeles wildfires – Christopher L. Keller, Claudia Lauer, Amy Taxin and Rebecca Boone, AP
“Organizations should consider the Los Angeles emergency alert issues a direct reminder to regularly test their own internal communications systems. Crisis communications plans should specify how an organization will notify employees during an emergency and include details of the system that will send those notifications. However, once the system is in place, leaders can’t just sit back and trust it will work properly. Testing the alert system should be a standard component of any crisis communications drill so issues can be identified and addressed well before a real emergency strikes.” – RJ Bruce
Reputation Management
Meta warns it will fire leakers in leaked memo – The Verge, Alex Heath
“Well, this is ironic. If you’re worried about leaks plaguing your culture, issuing a memo threatening leakers with termination isn’t the best way to combat the problem. In addition, they clearly should have expected the memo would (ahem) leak – and cause further damage to their culture and ding their external reputation. Instead, Meta should focus on the root cause of the leaks and address them, while perhaps revisiting just how transparent they are. Every company should assume that any communication designed for an internal audience, whether a memo, a town hall or business presentation, could find its way outside the organization.” – Nick Kalm
The PR astroturfing strategy explained – Eleanor Hawkins, Axios
“Astroturfing – disguising orchestrated campaigns as organic public sentiment – has taken on a new life with the power of social media algorithms. Hawkins explores the ongoing drama surrounding Blake Lively, Justin Baldoni, and the movie “It Ends With Us” as a case study, revealing how negative virality can quickly shape public narratives. PR experts weigh in with actionable insights, from auditing your digital footprint to monitoring audience sentiment. Ultimately, when crisis strikes, your track record and authentic communication can be your strongest defense.” – Makenna Eldridge
Costco is pushing back – hard – against the anti-DEI movement – Nathaniel Meyersohn, CNN
“Beyond staying true to its values, Costco makes very clear in its communications – mainly in the form of its proxy statement – the customer service, reputation, and financial reasons it is not following the path of many organizations that have been walking back their prior DEI policies and commitments. They are living the idiom that “actions speak louder than words” and ensuring that their position continues to be clearly articulated and supported by their view of what is best for their reputation and business.” – Andrew Moyer
Employee Communications
What Leadership Looks Like When Everyone Has AI – Kevin Delaney, Charter in partnership with Time
“At this year’s World Economic Forum in Davos, the one message I took away on artificial intelligence: even the most sophisticated AI implementation will falter without strategic communications at its core. During a compelling panel discussion hosted by Charter, leaders from Cisco, Novartis, Harvard Business School, and Valence revealed how top-down AI mandates often fail without employee buy-in, while warning that decreased human interaction could lead to diminished organizational connection and engagement. For corporate communications leaders, this represents an opportunity to bridge the gap between executive vision and employee adoption, while preserving the human elements that make organizations thrive in an AI-enhanced workplace.” – Kristin Monroe
Exclusive: Meta kills DEI programs – Mike Allen and Sara Fischer, Axios
“Internal communications are essential for protecting a company’s reputation, especially in a world where internal messages can quickly go public. Meta’s recent DEI memo serves as a reminder of the importance of clear, consistent internal messaging that anticipates scrutiny and emphasizes transparency to safeguard an organization’s reputation.” – Natalie Szydlo
Digital & Social Media Strategy
As Netflix stock surges, an ‘anti-ESPN’ sports strategy emerges – Dan Shanoff and Andrew Marchand, The Athletic (New York Times)
“In a world where streaming is king, Netflix has been making waves with its sports programming strategy, which includes delivering ‘can’t miss, special event programming.’ This creative communications strategy bolsters not only Netflix’s subscriber base and viewership but also ESPN’s platform as the regular-season sports network. Netflix has now strategically positioned themselves as the premier streaming platform for ‘big, memorable’ live sports events, ensuring that the leagues now need the streamer more than Netflix needs them.” – Grace Dufour
Marketing & Creative Services
Behind Kleenex’s new brand identity – Jack Neff, AdAge
“John Starkey, president of North America Family Care at Kimberly-Clark, oversaw the 100th-anniversary rebranding campaign for Kleenex. In taking time to modernize the iconic brand while staying true to its legacy, Kleenex is able to maintain its reputation whilst still growing with the times. Despite Kleenex’s being primarily connected to cold and flu season, its advertising is now tapping into broader emotional moments, ensuring the brand remains relevant year-round and keeping it ahead of competitors like Puffs.” – Sophie Murray