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 the power of “scrappy” content and viral social agility to the evolving ethics of AI and executive transparency, our team dives into the stories defining January. This month, we explore how intentional storytelling through global fan campaigns and high-stakes internal memos remains the ultimate differentiator in an increasingly noisy market.
PUBLIC RELATIONS
Meta Campaigns to Change Opinions on Data Centers – Eli Tan, The New York Times
“Meta is using a multimillion‑dollar, hyper‑localized ad campaign to reframe data centers as economic engines amid growing political scrutiny over their energy and water impacts. By emphasizing jobs and community benefits, the company is proactively shaping public sentiment and influencing policymakers as regulation gains bipartisan momentum. The effort illustrates how tech companies are integrating public affairs, community relations, and narrative strategy to defend critical infrastructure. For PR leaders, it underscores the rising need for coordinated, values‑based messaging that humanizes complex operational issues and supports regulatory strategy, as well as the need to understand where your priority audiences are, where they consume their content, and how best to get your message in front of them in a compelling way.” – Andrew Moyer
Retailers look beyond social feeds for brand storytelling in 2026 – Peter Adams, Marketing Dive
“Retailers testing Substack and other long‑form channels show how quickly brand storytelling is moving beyond social feeds. As platforms get more algorithm‑driven, brands like American Eagle are carving out spaces where they can actually use their voices, share context, and build real connection. It’s a good reminder for communicators to mix in more owned channels and not rely solely on whatever the algorithm decides to surface.” – Paige Borgman
How Topgolf Turned 1 TikTok Comment Into a Viral Social Media Campaign – Annabel Burba, Inc.
“This is a fun example of how brands can build goodwill and positive coverage by leaning into internet culture. After a Topgolf net collapse went viral on TikTok, the company turned a single commenter joke into a full-blown social campaign–earning over 16 million views and a wave of positive sentiment. It’s a reminder for PR and social teams that sometimes the best move isn’t to ignore or over-control a moment, but to quickly embrace it with humor (while having a clear understanding of what your audience is enjoying). No expensive campaign needed, just good instincts and timing.” – Makenna Eldridge
‘The Housemaid’: How Sydney Sweeney’s scrappy thriller became the $240 million box-office hit no one saw coming – Jason Guerrasio, Business Insider
“’The Housemaid’ shows how a smaller, modestly budgeted project can break through when timing, promotion, and audience engagement all line up. By securing the book’s rights early and aligning the release with holiday audiences, the team created buzz before the movie even hit theaters. It’s a strong reminder of how strategic content planning and proactive communications can drive success, even against major competition.” – Emma Smits
Netflix’s ‘Bridgerton’ Season 4 Launches Global Fan Campaign with New Product Collaborations – License Global
“While Bridgerton doesn’t need partnerships for a surplus in viewership, collaborating with brands like Dove and Pandora and hosting fan experiences is a brilliant strategy to drum up excitement for the upcoming season. Through these strategic investments, Netflix and the Bridgerton franchise are cultivating a sense of community and offering fans opportunities to fully immerse themselves in the world of Bridgerton.” – Emily Schultz
EMPLOYEE COMMUNICATION
RIP to the corporate wellness boom – Emily Stewart, Business Insider
“As budgets tighten and healthcare costs climb, many companies are scaling back traditional employee wellness perks–from subsidized gym memberships to fitness apps that surged in popularity over the past decade. Rather than cutting benefits wholesale, employers are taking a harder look at ROI and shifting toward more targeted, lower-cost offerings employees actually use. From a communications perspective, this pullback raises reputational considerations: wellness benefits have long been positioned as proof points of employer care and culture. As programs evolve or disappear, organizations will need to proactively manage internal messaging to avoid employee skepticism, reinforce broader commitments to wellbeing, and ensure benefit changes are framed as strategic in an era of heightened scrutiny around employer trust and transparency.” – Jenny Cummings
Internal comms only helps 20% of employees feel connected, survey says – Sean Devlin, Ragan Communications
“A recent survey found that only 20% of employees feel their company communicators keep them informed and connected. This significant gap–fueling widespread distrust–stems from messages that fail to provide the information employees truly need: What’s the purpose of this message? Why does it matter to me? Are there any next steps I need to take? Who can I contact with questions? Communicators must eliminate ambiguity and replace it with clear, straightforward messaging that answers the ‘why’ and ‘how.’ Only then can employees feel informed, engaged, and confident in their roles.” – Haley Hartmann
CRISIS COMMUNICATION
Target is once again caught in a political firestorm. Here’s what HR is telling staff. – Dominick Reuter, Business Insider
“Transparency is more than just a tactic–it’s the foundation of a resilient culture. Initially, Target’s memo focused on legal protection rather than fostering genuine human connection, widening the ‘trust gap’ with employees dealing with genuine concerns. When Target later joined the CEO coalition, it shifted toward people-focused leadership. In critical situations, leaders must ensure their actions truly reflect their commitments to their teams, as a brand’s external strength is only as deep as its internal transparency.” – Grace DuFour
Goldman Sachs Grapples With Top Lawyer’s Epstein Problem – AnnaMaria Andriotis, The Wall Street Journal
“As someone who has advised a number of controversial organizations and leaders over my career, I’m initially sympathetic to someone who has chosen to counsel one of them. But, you have to have a strong moral compass and also be willing to walk away. As this article clearly shows, Goldman Sachs’ general counsel encountered numerous warning signs that she should have dropped Jeffrey Epstein as a client. Unfortunately for her and her employer, she didn’t. Despite their protestations, I’m pretty sure how this story will end–with her leaving the bank as quietly and quickly as they can manage.” – Nick Kalm
DoorDash responds to AI hoax – Eleanor Hawkins, Axios
“DoorDash’s approach to this situation was unconventional but may signal a shift in thinking around crisis communications. Even though the company wasn’t named in the original (fake and AI-generated) post on Reddit that claimed fraudulent business practices, it was certainly mentioned in the subsequent conversation. While each situation is different and should be evaluated on a case-by-case basis, the quote from DoorDash’s chief corporate affairs officer is an interesting perspective on responding in the digital era: ‘If the conversation is about the industry or a platform like ours, we want to make sure that anybody who is engaging in that conversation and reading that information knows that it’s not [about] us.’” – RJ Bruce
FINANCIAL COMMUNICATION
Bankers Are Gearing Up for Another Onslaught of Monster Deals in 2026 – Lauren Thomas and Ben Dummett, Wall Street Journal
“Even when finances and strategy are well planned and boardroom confidence is high, just one instance of poor communication can cause a failed integration. With more mergers and acquisitions on the economic horizon, only the intentional storytellers will shine in 2026.” – Kate O’Neil
DIGITAL & SOCIAL MEDIA STRATEGY
A.I. Has Arrived in Gmail. Here’s What to Know. – Brian X. Chen, The New York Times
“Google’s new AI-powered Gmail features mark the new age of AI, allowing users to summarize messages, better navigate the search engine and provide faster writing assistance. This upgrade, while admittedly useful, is giving some users pause, given the privacy implications that come with allowing AI to process deeply personal data from our emails. Whether we like it or not, AI is steaming ahead and requires all companies and AI leaders to keep trust and privacy at the forefront of all operations. These tools will only reach their full potential when users feel equipped and safe to utilize them for their benefit. Opting out is not enough–vigilance must remain a core component of our work and personal lives.” – Catherine Wycklendt
TikTok 2026 Trend Report – TikTok
“TikTok’s 2026 trend report confirms what we’ve been seeing: audiences are over curated perfection and gravitating toward brands that show real process and behind-the-scenes moments. The discovery journey has evolved too, with consumers finding products through curiosity-driven rabbit holes rather than linear paths, which means smart brands are showing up in adjacent niche communities where their products genuinely fit. Perhaps most telling, the impulse buy is officially dead as today’s shoppers scroll straight to the comments for validation from real people, not polished influencers, before they’ll part with their money (though this could also be a signal of micro-influencer influence growing).” – Kristin Monroe