Julianna Richter

As election season peaks, it’s fair to ask whether or not CEOs and other C-Suite executives should share their thoughts and ideas on candidates or their platforms on social media. Well, as always it depends on many factors. But what I can say for sure is that doing so requires great care and a clear understanding of the terrain that lies ahead before pressing “Post”. In this year's "Social In The C-Suite" report, data showed that most leaders are opting for a "wait-and-see" approach, as social media posts on elections ranked in just the 20th percentile of content related to critical issues. It was outpaced by other topics like international conflicts, artificial intelligence and DEI/racial justice. So, if a CEO does post about the election, what can they expect? ⚠ Likes, shares, and criticisms: Our research showed that negative comments outshined positive comments on a 25:1 basis. CEO social posts on the election generated the second-highest negative sentiment rate, ranked behind comments made about the war in Palestine and Ukraine. ⬆ A Bigger Social Spotlight Elections are timely and relevant, making them lightning rods for visibility. Any online mention of a candidate or their policies is likely going to put a spotlight on leaders, so expect a lift in impressions. A simple social media post can (and will) make its way into traditional media coverage, multiplying the social post impact. Our research showed that 66% of visibility on CEO statements critical issues came from online posts. 👀 Friends, Foes and Followers: Swaying into public policy topics will put leaders in conversations possibly unrelated to their business, thus inspiring a group of new stakeholders to keep a watchful eye on public content from the CEO. Before posting on the election, leaders should ask themselves if the people having similar conversations online are also stakeholders that can boost or deflate a leader's reputation, and if so, is that leader prepared to speak to that audience beyond this one moment? Lots more to be considered, but feel free to download our #SocialInTheCSuite report for more insights on how CEOs are using social media to address the election. https://lnkd.in/gpA6PgAx

15

The October monthly episode of our For Immediate Release podcast explores critical communication trends. Shel Holtz, SCMP, and I discuss six compelling topics, including Reddit's potential for crisis comms, the state of blogging in 2024, ethical concerns in celebrity news coverage, workplace connection challenges, and AI's impact across industries. In a blog post, I've set out some key takeaways that present opportunities for communicators, including leveraging Reddit for stakeholder engagement and preparing to guide organisations through AI adoption. Read more and listen now for valuable perspectives and insights on navigating today's complex communication landscape. https://lnkd.in/e5_CcMR2

5

I’ve been invited once again to serve on the jury for the Media Savvy by Hong Bao Media. With AI being the buzzword everywhere, it’s not surprising that I was asked to address why business leaders need to proactively engage with the media in today's rapidly evolving landscape of disinformation and AI. While you can watch the video for the detailed answer, heres the cliffsnotes version: 🌟 Transparency and Credibility: Build trust through open communication. 🚀Proactive Engagement: Influence the conversation and stay ahead. 📜Influencing Policy: Shape and guide regulatory discussions. Watch the video here: https://lnkd.in/g9_Cdt5F #ai #misinformation #mediasavvy

21

2 Comments

Steering a company through an IPO is a high-stakes endeavor that puts communications at the heart of success. I recently had a candid conversation with long-time client Michela Stribling, Chief Communications Officer of Tenable, reflecting on the critical role comms plays leading up to, during, and after going public. Michela's acumen, honed at the helm of communications giants like Google and IBM before Tenable, reminds us that the key to a successful IPO transcends the trading floor. It lies in authentic, strategic communication that aligns and energizes every team member towards a shared vision. Here are some distilled insights from our chat: 🎯 Team alignment is everything: An invested, informed, and inspired team is the cornerstone of IPO success. 🔄 Cultural shifts are required: Transitioning to a public company requires a strategic shift in internal communication and culture. 💬 Internal comms can't be an afterthought: Employee communication should be as deliberate and strategic as external PR. 📅Prepare, prepare, prepare: Start IPO prep early, with a detailed plan that includes crisis management and executive involvement. 🏃‍♂️ Endurance is required beyond IPO day: The work intensifies after the IPO, with the first quarter of results setting the tone. During our time working side-by-side as Tenable approached its IPO, Michela's perspective was instrumental in shaping our strategy. For a deeper dive into our conversation and more key takeaways, check out the full blog post. https://lnkd.in/gav-UXpf #IPO #PublicRelations #MissionNorth #CorporateCommunications

10

2 Comments

As a Gen Xer writing about and interacting with different generations personally and professionally, I am more than up for learning Gen Z lingo! Education and open communication are key to avoiding disconnection and misunderstanding.

2

The @PageSociety just released its newest report Beyond Communication: CCO Leadership in Navigating New Complexity. The findings underscore the CCO as an ever-more-essential partner with the CEO in defining and activating corporate character. Read more here: https://hubs.la/Q02x4nPQ0

14

Authenticity is key for senior executives to be influential on LinkedIn, but not every leader finds it easy to engage genuinely. 🔸In episode 342 of our For Immediate Release podcast, Shel Holtz, SCMP, and I explore how communicators can help executives craft authentic online personas and build influence and trust, focused on LinkedIn, with practical examples. I also dive into this topic in a new blog post published today, arguing that authenticity opens the door to success. Communicators must guide leaders who struggle with authenticity, identifying formats or mediums that play to their strengths. Take a read and listen to our discussion ⬇️ #Authenticity #Communication #LinkedIn #FIRPodcast https://lnkd.in/eMu9D48j

5

Time to evaluate and anticipate💡#2025 #PR “For companies, that means you must resist the temptation to cut back on PR. Instead, revisit and reprioritize your spending and efforts to optimize even the smallest budget. Especially in uncertain times, you need a strategic agency partner—one that will adapt its strategy and offerings based on your goals and priorities.”

3

Key Lessons Learned from Edelman’s 14-Year Citizenship Journey               When PRWeek named Edelman recently as the agency dynasty of the last 25 years, it praised our “commitment to creating movements, not moments” and cited our global citizenship movement launched in 2010. That acknowledgment is noteworthy. Not just because I have led our CSR Program since its inception. Or because my dad, Daniel Edelman, was a visionary about citizenship when establishing our agency 72 years ago. Rather, the recognition reveals today’s reality. Every company must develop and embrace an integrated CSR strategy, not just ad hoc programs to help protect our planet and make societal progress. For one thing, high expectations from stakeholder groups underscore the value of sustainability efforts. Our respected Edelman Trust Barometer finds that 70% of more than 32,000 global respondents want to work for a company that addresses societal issues. For another, a CSR strategy already is all but mandatory for big and small businesses. The European Union’s CSRD begins phasing in ESG reporting requirements this year for U.S. and global entities. A citizenship strategy becomes transformational on several fronts. It becomes an integral part of a company. Our journey provides a roadmap for developing a comprehensive CSR strategy. Four key lessons learned:    It’s an evolutionary, not a revolutionary, path. When we began, I thought we just needed to launch a few programs to generate early successes. But the programs morphed into much more. For instance, we initially reported four sources of GHG emissions – paper, business travel, electricity, and water. Now, we have added purchased goods and services, employee commuting, and waste, among others as part of our Science-Based Targets initiative. Embed CSR and sustainability into the corporate culture. Achieve this by moving away from siloed citizenship-related programs, consolidating them over time, and integrating them strategically into your culture. We've experienced 10 transformations that we highlighted in our fiscal 2023 citizenship report. Employ data and measurements. They’re critical to drive action and inform strategy. We established a proprietary Citizenship Score to manage and report our activities across global offices. Set goals and report your progress against them. Incorporate a mix of short-term objectives and long-term goals. For example, we set a goal of eliminating single-use non-PET plastics by the end of this fiscal year on June 30. At year-end 2023, 94% of our offices had stopped buying plastic bottles. A long-term goal seeks to achieve at least 15% of our addressable spending with diverse suppliers in the U.S. by the end of fiscal 2025. Developing and embedding CSR and sustainability into Edelman’s culture has been transformational for us as it will be for any other company. I have given you a glimpse of our ongoing CSR journey. I look forward to hearing your stories. 

82

9 Comments

Thank you to PRNEWS for publishing my piece on lessons brands and communications leaders can learn from the recent fallout at NBC News and the pitfalls of binary thinking. "This debacle is one of many scenarios that remind us of why deliberate, well-coordinated and consistent internal communications are even more important in today’s climate where sensitive information leaks are becoming commonplace." If you're so inclined, you can read the full article here: https://lnkd.in/eSjSG26d

37

2 Comments

In today's fast-paced corporate environment, employees are inundated with an avalanche of messages daily. For corporate communicators, personalization is no longer just a nice-to-have—it's imperative. Personalizing internal communications ensures your messages cut through the noise, resonate with the individual, and provide value. From addressing employees by name to tailoring content to their specific roles and interests, personalization captures attention and fosters a culture of engagement and trust. Let's make every communication count! #InternalCommunications #EmployeeEngagement #Personalization Photo by Georgia de Lotz on Unsplash

14

In this recent article with Authority Magazine, I discuss the barriers women face in advancing to leadership roles and share actionable strategies to overcome these challenges. It's an honor to be part of this conversation and to continue advocating for a future where equity is not just an aspiration but a reality. Read the full article: https://lnkd.in/dXx-XWxK 💪🏽 #Leadership #WomenInLeadership #Equity #DEI #HopeForTheFuture #AmiraBarger

45

12 Comments

PRWeek's great 2024 Business Report highlights the key challenge facing our industry. Communications is more important than ever. Comms and policy leaders are being asked to play far larger roles as business partners supporting ever more stakeholders. So why did the industry suffer so much in 2023 after many years of growth? As an sector, we are not adapting fast enough to the needs. Organizations are desperate for help but also under tremendous financial strain. They now need both senior level counsel and advisory support as well as deep domain expertise to actually produce. By and large, our industry is still split by this chasm - between strategic and tactical. Clients cannot afford to separate these, either in time or money. At Bully Pulpit International our goal is to bridge this divide, building a team that can both 'think and do' at the highest levels. It's not always easy. Last year was a challenge. But if you share this vision for the future, please check out some of our open roles: https://lnkd.in/dGQwJUSG

42

Asia Pacific is often seen as a single entity, yet it’s incredibly diverse—especially in terms of communication measurement maturity. While Indonesia and Australia may have different levels of adoption in measuring communication outcome and impact, we face common challenges in scaling up and advancing our measurement to the next level, both internally within organizations and externally with our stakeholders. I am delighted to share our experiences and insights from Maverick Indonesia on building best practices over the years with the Medianet team in Sydney last week. AMEC Measurement and Evaluation #measurementbestpractice #communicationimpact #PRmeasurement #communicationmeasurement #knowledgeshare

25

Here's added support for the claim that comms pros are taking their rightful seat at the "strategy" table. Why? Because brand building and reputation management are strategic pillars for businesses. Memo's new "Evolving Role of Comms" report shows: 💡 A 34% increase in comms teams reporting directly to CEOs. 💡 A 26% decrease in reporting to marketing since 2023. 💡 An expanding role for comms, beyond earned media. 50% say they now own executive comms, internal comms, and marketing campaigns. CEOs experienced the value of comms during the pandemic and other challenging events of the early 2020s. These data suggest the C-suite is taking a serious look at a range of reputational risks, including: 🚨 Misinformation and disinformation due to AI. 🚨 Cybercrime, cybersecurity, and customer privacy. 🚨 Activist investors, including those pushing back against ESG policies. 🚨 Macroeconomic uncertainty, geopolitical, and climate events. The report also underscores the power that comes from: ⚡ Sharing executive perspectives to promote understanding of corporate values and ethics. ⚡ Having an aligned workforce. Empowered employees are your best advocates. The most interesting tension in this report is the question of priorities. Gaining competitive share-of-voice (SOV), raising awareness, and amplifying key messages top the to-do list more frequently than, say, managing disinformation or changing perceptions. It's a tightly-knit group of priorities, however. And that speaks to the complexities of modern communications. Comms folks drive clarity about purpose and values. They also understand the importance of closing the gaps between corporate stories and actions. Shout out to the comms folks out there who are claiming more space. Check out the full report in the link below. #Comms #PR #StrategicCommunications

15

US #PRagencies agree that generating #earnedmedia is harder than ever. Learn key insights and the implications they have for #PRpractitioners as we stive to secure earned media hits for our clients: https://bit.ly/3ThT1mX

1

"Purpose is dead. Long live purpose!" Two or so weeks ago, I had a thought-provoking conversation with Ken Beaulieu, head of the Association of National Advertisers' Center for Brand Purpose, about whether marketers are truly moving on from purpose or if it's simply evolving into something more profound. Ken shared research he conducted this past Spring with Internationalist Insights and was curious to learn my take on what it said about the evolving role of purpose in today's complex landscape. Some key topline insights I shared with Ken include: 🔍 Purpose: Evolving, Not Fading Despite sentiment among some marketers that purpose is "one and done," the ANA-Internationalist research reveals that purpose is very much alive and evolving. While 85% of marketers acknowledge that insubstantial purpose can harm a company, a strong brand purpose remains a “North Star” for organizational alignment and impact. 🔗 Beyond Marketing: A Holistic Commitment Purpose is maturing into what it is meant to be: much more than a marketing strategy. It's a company-wide effort transcending PR tactics, one that requires the commitment of the entire organization, from the C-suite to front-line employees to ensure it is embedded into brand DNA and business operations. 💡 Five Guidelines for Embracing Purpose: 1. Align Purpose with Organizational Goals: Purpose is most effective as a driver of decision-making and operations, not a stand-alone initiative or after-thought. 2. Communicate Authentically: Sincere messaging, backed by tangible actions, is crucial for resonating with all material stakeholders. Empower Stakeholders as Advocates: Engaged communities amplify brand reach and grow impact. 3. Cultivate an Ethical Supply Chain Across Sectors: Partnering with nonprofits and maintaining responsible practices enhance the honesty of purpose. 4. Embrace Continuous Improvement: Purpose is an ongoing tool for risk management and innovation. When activated effectively, purpose serves as a strategic compass for modern brands, guiding them to navigate today's shifting social landscape more fluidly. Embedding purpose in a brand’s DNA and business operations cultivates genuine engagement, enhances social impact, and drives profitable growth. For more in-depth insights, read my full article on the ANA's Industry Insights blog. (https://lnkd.in/eX7uGgcR) What do you think about purpose in today's landscape? Is it one and done or is its role evolving? Share your thoughts in the comments below! #Purpose #MarketingStrategy #Growth #Performance #CorporateResponsibility #SustainableBusiness #SocialImpact #BrandCitizenship #DoGood

39

15 Comments

The IABC Global Standard is one of my go-to frameworks for #communication planning. The six core principles encompass the strategic contributions that communication professionals make to their organizations and their clients. I summarized key points here, but the full version is a great read for those starting out or mid-career pros looking for a refresher: https://lnkd.in/ePABq7-p #communications #globalstandard

23

2 Comments