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 employee communications surrounding large company layoffs to AI-driven marketing innovations, here’s a look at what stood out to our team in November.
Crisis Communications
Mattel makes ‘Wicked’ mistake and parents are angry – TheStreet, Fernanda Tronco
“The controversy surrounding Mattel’s misprinted “Wicked” doll packaging, which accidentally directed customers to a sexually explicit website instead of the movie’s official site, brings to light some critical crisis communication lessons. 1) Mattel responded quickly to the situation and apologized to parents and families who already bought the doll, advising them to contact customer service to receive a new doll. 2) Just 1-2 days after the mistake, big retailers were already seen pulling the dolls from their shelves, remedying the situation. While a very unfortunate mistake, we all make them, and how a company responds makes all the difference when it comes to your audience’s trust.” – Haley Hartmann
Can MrBeast Turn Things Around After Reports of Mold in His Meal Kits? – Chris Morris, Inc.
“MrBeast, a YouTuber no stranger to controversy, is now facing mold allegations against his Lunchly brand meal kits. Unlike typical social media scandals, a potential health issue demands a different approach to crisis management. This article provides valuable insights from PR experts on how transparent communication, swift action, and accountability can mitigate risks and rebuild trust with consumers. For a brand targeting families, responding with care and credibility is critical to avoiding long-term damage.” – Makenna Eldridge
Reputation Management
Shifting layoff protocols: How employers are safeguarding their brand appeal – Hailey Mensik, Worklife News
“Many companies like Dropbox, Meta, Boeing and Nike are updating their layoff policies to include generous severance packages, clearer exit procedures and outplacement services to protect their brand reputation. As companies become more cautious of talent retention and public image, PR professionals can be prepared to help manage internal and external communications and potential crises as well as maintain a positive brand image amid mass layoffs and redeployment programs at major corporations.” – Grace DuFour
Companies boost social and climate reporting amid ESG backlash – Ross Kerber, Reuters
“This trend highlights the growing need for transparent and credible social and climate disclosures amid increasing skepticism about ESG practices. It underscores the importance of aligning corporate reporting with actionable commitments. As PR professionals, it is more important than ever to guide clients and counsel them to adopt a comprehensive and cohesive communications approach when sharing this information. Doing so will help maintain credibility and emphasize accountability—especially during this period of heightened scrutiny.” – Natalie Szydlo
Jaguar revamps brand to embrace ‘exuberant modernism’ amid EV transition – Peter Adams, Marketing Dive
“Jaguar’s bold rebranding as it transitions to an all-EV lineup is a striking attempt to capture the attention of younger generations. By embracing ‘exuberant modernism’ and challenging conventions with high-fashion-inspired visuals, the company is clearly aiming to shed its traditional image. However, pausing sales in the U.K. raises questions about how it will maintain momentum during this shift. If successful, Jaguar could position itself as a pioneer in both EV innovation and luxury branding.” – Fred Walls
Employee Communications
Boeing CEO to Employees: We Can’t Afford Another Mistake – Sharon Terlep, The Wall Street Journal
“Kudos to Boeing’s new CEO Kelly Ortberg for candidly calling out the company’s entrenched culture problems. But, delivering this message was the relatively easy part. What the company does to address it is the much heavier lift, especially in a company filled with engineers and their adherence to process. It will take a top-to-bottom approach, filled with incentives and consequences, all driven by effective communications, to land it successfully.” – Nick Kalm
Trump’s return sparks a high-stakes communications test for corporate America – Eleanor Hawkins, Axios
“Scenario planning for when and how to respond to a social or political event should be top of mind for boards, executives, and communications teams. Organizations need to establish an internal framework now to evaluate when and if to respond to a situation, rather than waiting for something to happen and scrambling in the moment. A few key questions to include in the evaluation are: Have we commented on this topic before? Is the topic connected to our business interests? Do our audiences expect us to comment on this topic? With the framework in place, companies will be able to justify why they did or didn’t respond to a specific event and have a better chance of avoiding negative reactions from key stakeholder groups.” – RJ Bruce
Digital & Social Media Strategy
Taco Bell and KFC’s Owner Says AI-Driven Marketing Is Boosting Purchases – Megan Graham, Wall Street Journal
“Yum Brands, the owner of fast-food giants Taco Bell, Pizza Hut and KFC, reported that new pilots of AI-driven marketing campaigns are increasing purchases, making them yet another company to implement AI. When I first learned that AI would be implemented into new marketing, digital, and social media strategies, I didn’t realize just how impactful it would be. This article focuses on the fact that Gen AI I won’t replace marketing agencies, but those that are using it are probably going to have an advantage over those that aren’t.” – Sophie Murray
How ‘Dancing With the Stars’ Took Gen Z for a Spin – Shivani Gonzalez, The New York Times
“It is not uncommon to see competition reality TV show formats fall stale, so how has Dancing With The Stars continued to grow its following for nearly 20 years? The show has seen a dramatic increase in viewership among younger viewers, largely due to its use of TikTok, casting of younger dance pros and the chance virality of ‘wow moments’ from routines. Through relevant casting and capitalizing on social media advocacy, Dancing With the Stars is a prime example of maintaining relevancy by shifting its outreach strategy to engage with people through mediums and content that resonates with them.” – Catherine McCoy
Marketing & Creative Services
Coca-Cola’s AI holiday ad sparks controversy for not being the ‘real thing’ – Savannah Sicurella, The Atlanta Journal Constitution
“Coca-Cola calls its new holiday ad its ‘largest-scale experimentation with AI’. Advertisers have a more positive sentiment toward AI than consumers, according to the Publicis Media study cited here, but something tells me consumers will come along. I wonder if, eventually, advertisers will regret this evolution. After all, it will take fewer creatives to produce an AI-generated ad, especially as the tech improves. Time will tell.” – Anne Marie Mitchell
Canva predicts design will lean even more into analog aesthetics in 2025 – Hunter Schwarz, Fast Company
“Whether your communications campaign is targeting employees, current and potential customers or even potential investors, design matters. As consumers preferred means of content consumption shift with changing preferences, communicators can get a leg up in planning with a look at the emerging design trends in Canva’s latest trend report forecast. The big takeaway: Use of motion and automation will continue to be a growing focus in design elements.” – Kristin Monroe