This week’s PR roundup highlights key developments in corporate DEI policies, shifts in media landscapes, and the evolving impact of change on corporate reputations.
Companies Upholding DEI Commitments
Amid ongoing debates over diversity, equity, and inclusion (DEI) policies, several corporations have reaffirmed their commitment to these initiatives, despite political and regulatory pressures. Companies such as Delta Air Lines, Costco, and Goldman Sachs continue to integrate DEI into their corporate culture, citing its positive effects on employee engagement and financial performance. Research from McKinsey supports this stance, showing that organizations with strong DEI programs tend to outperform their counterparts.
Brennan Nevada Johnson, CEO & Founder of Brennan Nevada Inc., a tech PR agency, emphasizes that companies maintaining DEI initiatives should be proactive in their communications. “First, internal transparency is crucial—employees should hear about these commitments directly from the company, not through external sources,” she advises. She also underscores the importance of engaging with communities, stakeholders, and customers to reinforce the value of DEI.
Emerging Media Gains Traction: Acosta & White House Adjustments
CNN journalist Jim Acosta recently stepped away from his role following a shift in the network’s programming lineup. Instead of transitioning to a late-night slot on the West Coast, Acosta has chosen to join the growing ranks of journalists leveraging independent media platforms such as Substack. This reflects a broader trend of traditional media figures moving towards direct audience engagement through subscription-based journalism.
Simultaneously, the White House has introduced a dedicated press seat for emerging media, opening the door for bloggers, influencers, and podcasters to participate in official press briefings. The White House press office reportedly received over 7,400 applications for this seat within 24 hours.
A study by communications agency Praytell in collaboration with YouGov highlights the increasing trust audiences place in emerging media. Findings indicate that while 42% of respondents believe these platforms provide more diverse perspectives than traditional media, 30% of Gen Z consumers still rely on mainstream news sources for topics like financial literacy and global affairs.
Nate Jaffee, Praytell’s Head of Strategy, suggests that PR professionals must adapt to this evolving landscape by understanding which media sources their audience values and ensuring authenticity in communication. “The public demands real, unfiltered narratives,” Jaffee states. “Communicators must navigate this shift by aligning with voices that resonate with their audience.”
Reputation & Change: Key Insights from ChangeMakers’ Report
A recent study from ChangeMakers, a reputation and marketing firm, has analyzed the impact of corporate changes on brand perception. Their inaugural Reputation Index examined 25 major brands undergoing significant shifts, such as mergers, leadership transitions, financial restructurings, and crisis management.
Findings reveal that immediate and well-structured communication strategies play a critical role in shaping long-term reputational outcomes. Poorly handled brand changes often result in lasting damage, while proactive responses to crises can enhance public perception.
Mario Simon, CEO of ChangeMakers, stresses that reputation is a company’s most valuable asset. “Failure to manage change effectively can have serious financial repercussions,” he warns. “Our research provides actionable insights to help organizations navigate these transitions successfully.”
