Despite some positive data about the global economy buzzing around, there continues to be a spate of layoffs across multiple industries. Navigating the optics of delivering bad news and how stakeholders perceive it is critical to protecting reputation. Failure to consider the perceptions of stakeholders can result in significant damage to a reputation that took time and effort to build.

From Amazon to Zillow, the tech sector in particular has experienced layoffs as the economy has rebounded...

After the Uvalde school shootings, several people said publicly that [statements of] “thoughts and prayers are not enough.” They were right. Unfortunately, we are desensitized to these expressions as empathy-and-compassion statements have become commoditized. As a result, they have lost their power to ease the emotional pain that accompanies crises.

I’ve reviewed hundreds of corporate statements issued for every manner of issue and crisis. The language has become what I would characterize as...

It is said that within every crisis lies opportunity. Making the difficult choice to conduct a large layoff is a likely one for many executives. But delivering this news need not become a reputation crisis for the company.

Much has already been written about how Elon Musk, Twitter’s new owner and CEO, and Mark Zuckerberg, CEO of Facebook parent Meta, each conducted recent layoffs. The way each approached sharing the news offers lessons on how to deliver—and not deliver—bad news to employees....

The year 2021 was supposed to be one of positive change. Or so we thought. The year delivered large doses of frustrating virus protocols and political turmoil along with hefty doses of mistrust, disinformation and reputational gaffes. Classic PR blunders continued to generate headlines where leaders failed to learn from history. Here are a few cautionary tales for business leaders as we look to the new year.

A textbook response is not always enough. At least 88 people were killed and many...

For decades, PR pros have planned communications campaigns around weather “seasons”—hurricane season and tornado season in particular. Each spring, messages are issued with reminders to prepare for possible weather events. In November, we are reminded to prepare for winter weather.

Climate change has upended what we think of as weather “seasons.” Typically, April through July are considered “tornado season” and June through November are “hurricane season.” In the past few years, though, we...