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 Southwest’s controversial decision to end its “Bags Fly Free” policy and The Ordinary’s unexpected venture into selling eggs, to reflections on the five-year “anniversary” of the COVID-19 pandemic and the increase in brands deploying confrontational marketing tactics, here’s a look at what stood out to our team in March.
Crisis Communications
HR tech firm Rippling says competitor Deel cultivated a mole within its ranks – Kate Tornone, HR Dive
“’Corporate espionage’ is not a term you see every day, but, given how competitive business is, it probably happens more than we think. This article details how a competitor allegedly implanted a mole in another company to extract confidential information. It remains to be seen whether the allegations are proven true, but the story brings unwanted attention on both companies and to the sector overall. This is a great reminder about the importance of lawful screening of employees and of reinforcing business ethics early and often to employees.” – Nick Kalm
Trump officials texted attack plans to a group chat in a secure app that included a journalist – Tara Copp, Aamer Madhani and Eric Tucker, The Associated Press
“This recent incident involving the accidental inclusion of a journalist in a group chat discussing sensitive military operations underscores several critical crisis communication lessons: 1) Secure all communication channels when discussing classified or sensitive matters, particularly those related to national security. 2) Double, triple and quadruple check that all individuals included in communications are accurate. 3) Respond quickly and transparently, taking accountability for the error and implementing stronger protocols to prevent similar incidents in the future.” – Haley Hartmann
Now Europe knows What Trump’s Team Calls It Behind Its Back: ‘Pathetic’ – Jeanna Smialek and Steven Erlanger, The New York Times
“Whatever your political perspective, the newly minted ‘SignalGate’ is a stark reminder that any communications, no matter how secure you may think they are, could become public. As part of our work with clients, we always make a point to ask if they’d be comfortable with what’s being written or said showing up in the headline in The New York Times. Given how easy it is to screen shot messages, record calls or film meetings, it’s almost impossible to guarantee something will stay confidential. Communicators should approach every project with that reality in mind to ensure they’re prepared to quickly respond if something leaks so they can minimize (as much as possible) its impact and any associated embarrassment.” – RJ Bruce
Reputation Management
Mom, the Brands Are Fighting Again – Patrick Coffee, The Wall Street Journal
“In today’s saturated media landscape, brands are increasingly adopting aggressive comparative advertising strategies to differentiate themselves and capture consumer attention. For example, Vrbo strategically launched a billboard campaign outside of Airbnb’s headquarters with messages like ‘Your Vrbo is waiting for you,’ and ‘Think of us as Airbnb’s hotter, cooler, friendlier, long-lost twin that never has hosts.’ While this approach can certainly enhance visibility and engage target audiences, it also carries risks of escalating conflicts and potential consumer backlash. PR and marketing teams should just be mindful and thoroughly assess the benefits against the possible reputational implications when considering this approach.” – Paige Borgman
The list of major companies laying off staff this year, including Porsche, Wayfair, Starbucks, and Meta – BI Staff, Business Insider
“The wave of mass layoffs in 2025 presents significant communication challenges for corporate leaders. Transparent and empathetic internal and external communication is critical to maintaining employee morale, retaining talent and preserving brand reputation amid public scrutiny. Companies must carefully balance acknowledging economic realities with reinforcing long-term stability and vision to prevent reputational damage. Organizations must also be prepared for rapid response communication strategies to address misinformation and shape the narrative around their workforce decisions.” – Natalie Szydlo
Southwest just killed its ‘bags fly free’ policy—and its brand too – Grace Snelling, Fast Company
“The iconic ‘Bags Fly Free’ slogan has been a fixture of Southwest’s brand, so it’s no shock that its new bag fees are receiving a negative reaction from the public. Southwest has been known as “the people’s airline” with two free bags, open seating and a friendly face for the past 60 years, which is now something they can no longer claim to their customers. Even Southwest executives previously argued that this would be a ‘destructive’ step too far to see an increase in profits and estimated that charging bag fees would bring in about $1.5 billion per year but cost them another $1.8 billion in lost business. In an industry that is losing its differentiation, Southwest may have just lost more than they had planned for.” – Grace DuFour
Amtrak Just Responded to Southwest Airlines’ Unpopular Change and It’s Brilliant – Jason Aten, Inc.
“After Southwest Airlines announced it will no longer allow all flyers free checked bags, Amtrak seized the moment with a playful post on Threads, saying ‘guess we’re the only ones doing free baggage now.’ Even though they didn’t mention Southwest by name, and while it may not be enough to convert every flyer to train travel, Amtrak’s timely and witty response demonstrates the power of seizing cultural moments to amplify brand visibility.” – Emma Smits
Delete your DNA from 23andMe right now – Geoffrey A. Fowler, The Washington Post
“Our data seems to be a common currency in this digital age, but what happens to it after a company declares bankruptcy? And what if that data is your DNA? This article talks about next steps for 23andMe users in the wake of the company’s bankruptcy, and sheds light on the importance of customer communications and maintaining a commitment to their privacy, even if they are parting ways. 23andMe is no stranger to data breaches, and this next phase will be a trial on their capability to salvage consumer trust and serve as a positive example of how organizations can effectively safeguard customer information before it’s too late.” – Catherine Wycklendt
Public Relations
Hyundai knew how to close the deal with Trump to avoid tariffs – Joann Muller, Axios
“Several guiding principles in strong communications are highlighted in this article – the importance of knowing, and speaking to, your audience and the importance of telling a complete story. Often times organizations tell incomplete stories, leaving out context or previous announcements that can be included to round out the preferred narrative you want to deliver. As the article points out, part of Hyundai’s ‘master class’ in this instance was taking previous, current and future projects and repackaging them as a new announcement ‘to leave the impression they were all fresh commitments.’ This, combined with Hyundai’s Chairman nuancing his words to his intended audience – President Trump – ensured not just a strong round of coverage for the company, but also the real business impact of ensuring the company could avoid the global tariffs being announced by the administration.” – Andrew Moyer
Nvidia’s race to win the Super Bowl of AI relies on an old adage: The best defense is a good offense – Sharon Goldman, Fortune
“Nvidia’s annual GTC conference showcased how brands can own their narrative through owned events. By drawing parallels to the Super Bowl, Nvidia paired high-energy theatrics with a savvy approach to story-driven messaging that captured industry attention and consumer imagination. While Nvidia’s stock may not have popped, many analysts reaffirmed their bullish outlook on the stock, and several news stories touted the company’s clear vision. The conference included a major content push across channels, bringing those who weren’t onsite into the event—another similarity to today’s major sporting events.” – Kristin Monroe
The Ordinary Is Selling … Eggs? – Asia Milia Ware, The Cut
“In response to skyrocketing egg prices, skincare brand The Ordinary made headlines by selling $2 cartons of eggs in its NYC stores—a move some touted as clever, on-brand with its affordable products, while others saw it as a tone-deaf PR stunt. Critics questioned the brand’s sincerity, pointing to its vegan positioning and the limited geographic reach of the initiative. This story is a reminder that even well-intentioned moments must align with brand values and audience expectations to avoid backlash.” – Makenna Eldridge
Employee Communications
Tracking Risk, People And AI Predictions 5 Years After COVID Lockdowns – John Bremen, Forbes
“It’s hard to believe the COVID-19 pandemic that upended how people lived, worked, and socialized was five years ago. As we reflect, many business leaders are taking stock of the post-pandemic impact on their employees and adopting new procedures that emerged during COVID-19. Business elements that are here to stay include the continuation of a complex risk landscape, remote and hybrid work models, long-term talent shortages that require greater talent strategies and the importance of businesses having an ESG and sustainability strategy in place.” – Jenny Cummings
Nailing the art of squashing workplace beef is now a top skill among workers as layoffs and RTO mandates shake up offices LinkedIn report reveals – Emma Burleigh, Fortune
“A recent LinkedIn report confirms the job market is not great. There are 2.5 applications for every job (more than the 1.1 right after the pandemic) so it pays to have one of the top-most desired skills: conflict mitigation, or the ability to foster collaboration in times of both strife and success. This, according to LinkedIn, is currently the second fastest-growing skill. So, if you can keep a cool head in tumultuous times, and help others do the same, job seekers can now tout this as a skill that could open doors.” – Anne Marie Mitchell