In May, we saw everything from the firing of Kohl’s CEO and fallout from a boycott of Target to Southwest abandoning a cherished perk and Axios’ Annual Harris Poll 100 sharing strategic insights on brand reputation and AI. This roundup covers the evolving landscape of digital communication, the role of AI in PR, the increasing visibility of CEOs, and the critical importance of effective internal communications for employee retention.
Reputation Management
Kohl’s Chief Executive is Fired for Violating Company Policy – Christine Hauser, Aimee Ortiz and Jordyn Holman, The New York Times
“The recent firing of Kohl’s CEO for violating company policy has led the already vulnerable department store into crisis. Kohl’s, which has long struggled with brand identity and financial performance, must re-evaluate its hiring process as it searches for its fourth CEO in just three years. As Kohl’s navigates this change, transparency and clear communication with stakeholders will be crucial.” – Emily Schultz
Target Concedes Boycotts Hurt Sales, Cuts Forecast – Sarah Mahoney, MediaPost
“The recent backlash against Target for a sharp shift in its diversity, equity and inclusion efforts serves as a reminder that brands must deeply understand their audiences, and the communities they claim to support. The company’s vague messaging and lack of transparent engagement with affected stakeholders have further eroded trust and fueled consumer boycotts. And it’s now negatively impacting Target’s financial performance. For communicators, it’s a powerful reminder that authenticity and clarity are not just values, they’re business imperatives.” – Kristin Monroe
Axios Harris Poll 100: Prices over politics – Margaret Talev, Axios
“I’m a big fan of this annual survey on brand reputation and look forward to what we can try to learn or extrapolate from the results. For brands, people care most right now about their direct relationship/impact with a company or its products. How much do they cost, not have they taken a very public stand on each and every issue of the day. Digging a little bit deeper though it is worth noting where individual companies rank as well. Take for example one from each party preference score according to the survey: John Deere (R lean), Costco (D lean), Apple (mostly nonpartisan). They all share several characteristics. They all score near the top with strong reputations (#11, #5 and #10 respectively). They are what their stakeholders expect them to be. Contrast that with Disney and Target, two companies whose brands have been on a downward trajectory over the last several surveys. Both have taken actions over the last year that differ from what their key stakeholders were expecting or expect from them.” – Andrew Moyer
Final boarding call for free bags at Southwest as airline abandons a cherished perk – Michelle Chapman, Associated Press
“Three months after Southwest announced its decision to drop its ‘bags fly free’ policy, the day has finally come when the airline will charge customers $35 for one checked bag and $45 for a second. Southwest claims this will ‘support business objectives,’ but it seems like a misstep that could risk alienating its most loyal customer base. While the airline may argue the change is necessary to compete against rivals or fund future investments, the immediate perception is that Southwest is abandoning the very brand identity that set it apart for decades. This shift could make it harder for Southwest to differentiate itself in a crowded market as it surrenders a key competitive advantage in pursuit of revenue and market leadership.” – Grace DuFour
Victoria’s Secret US website is down as lingerie seller addresses ‘security incident’ – Associated Press
“It can take time to get a complete understanding of a cybersecurity incident. This makes communicating particularly difficult, because stakeholders like customers, employees, the media, and more, all want to know as much information as possible. While Victoria’s Secret made some smart moves by setting up an FAQ page, taking down their website (now back up) and replacing it with a time-stamped update on the situation, this article notes it’s still unclear what the “security incident” is, when it was identified and when operations stopped. Even if Victoria’s Secret doesn’t have specific answers, having some kind of response to those questions can help prevent the situation from compounding and doing even more reputational damage than the original security incident.” – RJ Bruce
Digital & Social Media
Meta to start removing expired ads from political ad archive – Sara Fischer, Axios
“Meta’s decision to begin removing older political ads from its Ad Library marks a big shift in digital transparency. For researchers, journalists, and campaign strategists, this archive has been a rare window into how political messages are targeted, tested, and tuned—sometimes in ways that were never meant to be seen. While the library was never perfect, losing access to historical ads could make it harder to track patterns and hold campaigns accountable online. For communicators, it’s a reminder that the tools we rely on to analyze messaging strategies can vanish just as quickly as the content itself.” – Makenna Eldridge
Will AI Empower the PR Industry or Create Endless Seas of Spam? – Patrick Coffee, The Wall Street Journal
“AI is reshaping the PR industry—accelerating workflows while raising the stakes for strategic oversight. As AI-generated pitches become more prevalent, the volume and speed of outreach are increasing—but so is the risk of eroding trust. Journalists are already flagging these messages as impersonal, overwhelming, and off-target. This marks a pivotal shift: while AI offers powerful tools for scale and efficiency, without thoughtful human direction, it can strain media relationships, inundate inboxes with irrelevant noise and impact reputations. The future of PR demands a hybrid approach—where smart automation enhances, rather than replaces, the creativity, emotional intelligence and credibility that earn real engagement. For clients, that means partnering with firms that don’t just use AI but understand when and how to use it to move the needle.” – Natalie Szydlo
“Nowhere to hide:” Why more CEOs are fronting videos – Isabel Berwick, Financial Times
“This article highlights a welcome trend: a small but growing number of CEOs recognizing they need to be more visible, accessible and authentic with internal and external stakeholders. Natural, not-overly-slick videos are a great way to do it, in addition to having and maintaining a robust LinkedIn presence, regular speaking opportunities and other visibility.” – Nick Kalm
Americans to business: Take AI slow and do it right – Scott Rosenberg, Axios
“A recent Axios Harris Poll reveals that 77% of Americans prefer companies develop AI technologies cautiously and correctly, even if it means delaying breakthroughs. This public sentiment underscores the critical role of transparent and responsible communication in technology development and for companies to not fall victim to the “AI race” mentality. The survey findings highlight the necessity of aligning AI strategies with public concerns, emphasizing ethical considerations and long-term benefits over rapid innovation. Effective communication strategies that address these can build trust and foster a more informed dialogue between companies and their audiences.” – Jenny Cummings
Public Relations
The ‘Lilo & Stitch’ box office numbers show Disney learned a major lesson after the ‘Snow White’ debacle – Jason Guerrasio, Business Insider
“So it turns out the Lilo & Stitch live-action movie release was a success – while there are likely several lessons learned by Disney following the recent Snow White release, there is one thing that stands out to me when it comes to live-action remakes: people love a reference. Nostalgia in marketing and media works because it evokes a sense of connection with consumers. A PG movie that was able to target a new generation of children and their parents broke Memorial Day box office records, providing a dual-market appeal is rare and valuable.” – Catherine Wycklendt
GLP-1 Weight Loss Drugs are Disrupting Brands. The Vitamin Shoppe Is the Latest Chasing the Upside – Robert Klara, Adweek
“Effective communication can help brands not only respond to cultural shifts, but also reposition themselves around them. The Vitamin Shoppe’s messaging reframes a potential threat – the GLP-1 appetite suppression – as a customer care opportunity that allows them to stay relevant while sidestepping the risk of being seen as opportunistic. It’s a reminder that strategic positioning and tone are everything when aligning with trends.” – Emma Smits
Employee Communications
The strong connection between internal comms and retention – Allison Carter, Ragan Communications
“Too often, internal communications are treated as an afterthought in a company’s broader communications strategy. But data from a recent survey is clear: poor internal communication is more than just an inconvenience…it’s a flight risk. In an era where employee engagement is directly tied to business outcomes, it’s an HR and a brand concern. Companies that elevate internal communications to the same level of strategic importance as external PR will not only retain their talent, but they’ll also improve their reputation as their most powerful brand ambassadors are already on the inside.” – Haley Hartmann