Best Practices

How healthcare brands like Tylenol, UnitedHealth and BetterHelp respond when trust meets skepticism reveals who they are, and whether they still deserve to be believed.

This week’s roundup looks at the communication strategies from airlines amid travel disruptions and a Q&A with USAA’s chief communicator on its Honor Through Action program for Veterans Day.

Fordham University’s Marketing VP discusses a new brand platform designed to differentiate the institution, grow brand awareness and battle the complexities of higher education marketing.

A new survey from Forrester suggests that many B2C CMOs are planning to make the customer experience (CX) their top priority in 2026 — a notable shift from last year, when CX didn’t even crack the top five priorities in the same survey.

If you think NIL deals are only for powerhouse football programs or Final Four contenders, think again. There are plenty of more affordable options for brands.

This week’s PR Roundup explores how brands should approach SNAP and the government shutdown, Muck Rack’s latest “State of PR Measurement” report and a beefy campaign from A.1.

2025 PRSA ICON gathered comms professionals, educators and students to explore themes on impactful storytelling, industry ethics, leadership and reputation in polarized times, and the effect of technology on the profession. 

Learn how to navigate AI crisis challenges by focusing on transparency and aligning AI use with brand values.

Sourhouse, which manufactures and sells its own sourdough bread baking tools, prioritizes earned media to grow its brand in the niche category.

PR Roundup explores a “Your mom” quip from Press Secretary Leavitt to HuffPost’s Dáte in regards to a story question, Golin’s latest CEO Impact Index, and Capri Sun’s Halloween “Trick & Treat” stunt.