Robyn Fink

Proud when the work aims to drive change. 📣 The past few weeks, an integrated Edelman team spanning Creative, Earned Media, Client Leaders, Community Managers, Multicultural experts, Influencer Relations, Paid Media, and more, have been working on something important. Our client partners at Ajinomoto Co., Inc. have united a powerful coalition of Asian-American and other activists, chefs, food journalists, and nutritionists. Last week, they published an open letter calling on the NEJM Group - The New England Journal of Medicine - to revisit the racist term "Chinese Restaurant Syndrome" that they coined. ❗ ❗ Background: In 1968, the journal published a letter to the editor who wrote about effects from eating at some Chinese restaurants. The author of the letter didn't use the term, but the journal gave the letter the headline, "Chinese Restaurant Syndrome." From there, the media frenzy took off, creating a narrative that demonized MSG. 💡The Facts: MSG, a naturally occurring amino acid, is classified as safe by the FDA and is essential for bringing Umami to food. However, the 1968 headline by NEJM Group led to persistent racist misconceptions that the Asian community still confronts today. ⚡ Chef's and food writers such as Calvin Eng and Kat Lieu, DPT, CLT spoke about their experiences as Asian-American chefs who use MSG and the impact the racist rhetoric has on them as individuals, and the greater AAPI community at large. Kat said, "You have an America where Chinese food is seen as unhealthy or dirty or cheap, something like fast food, or worse." For Calvin, he envisions a future where MSG is valued for its role in enhancing flavor, free from outdated stigma, "It's about education and openness...We need to shift the conversation to celebrate the quality and authenticity of the food, moving beyond old misconceptions." Thanks to Shawna Chen, Axios, Stephanie Gravalese, Forbes, IFLScience, Joy Sauce, NextShark and more for covering and highlighting this important movement. Read more: The letter: https://lnkd.in/dfCS-iH4 Forbes: https://lnkd.in/d3iytwCR Axios: https://lnkd.in/dmiY_diH IFL Science: https://lnkd.in/dx9ZV-4u NextShark: https://lnkd.in/d8Vt6mye Joy Sauce: https://lnkd.in/duYHFKje Gennifer Horowitz Amanda (Drain) Gillman Brittany Herrmann Jane Chung Caroline Tortorella Carolina Rincon Sato Shelby Montgomery Jill Lehman Conor Hogan Lexie Flood Cameron Baker Jesse Suchmann Kelsey Cohen Stephanie Walker, MPH, CHES Michael Byrnes Ariana Saunders #chineserestaurantsyndrome #aapi #knowmsg #msg #umami #history #foodhistory #nejm #asianamericanhistory #asianamerican #food #chinesefood #asianfood

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I love media training execs, and one thing I told a team last week was that, because of the elections, we have a lot of opportunity to watch how techniques play out in real life and analyze how they could be employed better. Local debates & forums all the way to the national stage offer great case studies as they practice their own craft. Sure enough, last night gave us a good show. I saw a lot of flagging (things like "let's be clear...," "let's talk about extreme...," and "I want to say one thing..."). There was some minor bridging, but mostly not even acknowledging questions they didn't want to answer. And there was certainly a lot of rising to bait. These are all things we drill in our trainings and that are important to remember: 🌉 Bridging: acknowledge the question (i.e. "that's an important topic"; "I understand the confusion") before moving to the messages you want to get across (i.e. "what I can share is..."; "that speaks to a bigger point I want to make..."). ⛳ Flagging: call attention to your response, often times with an outline the key points you want to make, so people can follow along easily (i.e. "we do this in 3 key ways..."; "if you only remember one thing, it should be..."). 🎮 Staying in control: don't let reporters, moderators, audience members, etc. throw you off with things like rapid fire questions, silence, putting words in your mouth or interrupting. Stay cool, and only say what you came to say. Do you have any favorite bridging or flagging moments from last night that were particularly well done? What other media training techniques did you pick up on?

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Do your media pitches feel like an all-inclusive resort? There are some lessons those of us who work in PR can learn from those hospitality professionals. 🌴 1️⃣ Make a great first impression The airport pickup, welcome glass of champagne, and walk-through of the property is all designed to make you feel special. Journalists need to feel the same way when they receive our pitches. Pitches need to be well-researched, personalized, and valuable. This all starts with the subject line, since it’s the grand entryway into the rest of your pitch. 2️⃣ Surprise and delight Little things like bringing extra food from the menu that you didn’t order just because they think you should try it add to the overall experience. Exclusives, unique data, unbiased stories, and expert sources can go a long way in improving the quality of your conversations with journalists and your overall results. 3️⃣ Be proactive The employees at all-inclusive resorts are always looking for opportunities to get you something you want, sometimes even before you know you want it. Based on their latest stories and social media activity, PR pros can anticipate what might be interesting for a journalist and connect with them at exactly the right time. 4️⃣ Know when to stop There is such a thing as being too proactive. Hospitality professionals know when to give you space at the right time. Following up with a journalist to try to get them interested in a story is a key part of the job, but you need to understand the right time to move on and not be annoying. 5️⃣ Ask for feedback Throughout your stay, employees will ask if there is anything the resort can improve. Being open to feedback on your pitches, story angles, and spokespeople will help you improve your interactions with journalists over time. So ask yourself: Do my pitches feel like a beautiful resort or a run-down motel on the side of a highway?

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🚀Check out our Day of Service Playbook, a comprehensive resource designed to ensure impactful service experiences. From seamless event planning and day-of execution to compelling post-event storytelling, this playbook has everything you need to create meaningful and lasting impact. 💫

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Today’s Cynopsis newsletter sparked some thoughts on how traditional media relations and newer communication channels are blending more than ever. It’s a shift we see daily in our industry—and one that offers exciting opportunities for communicators. Key Takeaways: 1️⃣ Blending Media Channels: Journalists and influencers now work in overlapping spaces. While journalists bring credibility and depth, influencers amplify messages to reach broader audiences. This makes a multi-channel approach essential. 2️⃣ Pitching Influencers Thoughtfully: Influencers deserve the same care as media outlets. Tailored strategies, exclusive content, and early access can create strong partnerships and deliver impactful results. Why this matters: According to Pew Research, 37% of adults aged 18–29 regularly get their news from influencers—a number significantly higher than the 21% of all Americans. News influencers are most active on X (85%), followed by Instagram (50%) and YouTube (44%). These insights are a great reminder of the importance of balancing traditional and modern communication channels to meet audiences where they are and drive meaningful results. How are you adapting your strategies to bridge the gap between traditional media and new influencer-driven platforms?

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👀 Fun truths from Usher Lieberman to start your Monday (💻 + ☕) PR is PR is PR in some ways. Tune in to Coffee with Communicators for some wonderful insights from his 25+ year career in comms. Subscribe here: https://lnkd.in/gBPt76UR #CWC #communications #PR #newsletter

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Ok so really this is just about everyone wanting to be Bloomberg News And why not? High-quality journalism-led by the print side Niche but large target audience Also has its own billionaire exec convening execs But recreating all of that isn’t really feasible Yet you still want to be part of the news game Bezos (of The Washington Post fame) certainly does So, what is the opportunity if you’re maybe not so bullish on WaPo? Well, mass appeal broadcast TV – especially news – is on the decline And getting folks to a new platform for streaming news (aka CNN+) is too difficult So why not just have them watch it on a platform they already have Like Amazon Prime? Which will potentially be ‘testing the waters' with special election night coverage With Brian Williams who will lead a ‘non-partisan’ discussion of it Will people watch? Eh Regular folks have said for ‘eons’ that they have wanted TV political coverage to be Non-partisan Less sensational But that’s not reality especially at a time when boot-strapped, scrappy YouTube-based political creators are cutting into mainstream tv broadcast political audiences You can certainly be corporate but there must be an edge to the coverage So, the clips can also go viral on social media And folks tune in If I was Amazon Prime, and wanted to build a streaming news commentary service in the future, I would act almost like I was in pro wrestling and try to recruit talent from the ‘Independents’ aka large YouTube channels with dedicated followers, etc., to anchor coverage / programmatic aspects And leave some distance from the main company brand, some elbow room for them to have their own biases I would just ensure that those biases are balanced against another anchor’s And ensure everyone is supported by a fleet of homegrown reporting talent Whose profiles you really invest in And if they go off one day to do their own thing and have their own real following for that? Good – in this day and age that means you’re probably winning 

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We're witnessing the transformative power of women's sports -- they're not just gaining ground, they're surging forward. According to our research and insights division, a staggering 121% year-over-year increase in media coverage of all women’s sports is a testament to this momentum. This surge is driven by the WNBA (Women's National Basketball Association)'s continued epic surge, professional tennis, and NWSL, but we are seeing non-sports media and modern media outlets appealing to Gen-Z, driving the expanding coverage. The "elusive" audiences brands are trying to connect with are digesting lots of content in this area. These developments underscore an unprecedented opportunity for brands. The statistics are compelling, but the stories behind these sports, leagues, and players are even more so. Brands that authentically engage with this movement now will foster growth and reap unparalleled returns. This is a pivotal moment for #BrandStrategy and #PR. Embrace the future of sports marketing. #Sports #WomensSports

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High Stakes, Higher Costs: The Dark Side of Legalized Sports Betting by Michael Levine (Media expert and best-selling author) www.BoundlessMediaUSA.com As one of America's leading media experts and a best-selling author, I must analyze trends and confront them head-on with an eye toward the broader social impact. Today, the conversation turns to the booming industry of legalized sports betting—a phenomenon that, while exhilarating for many, is quietly unraveling the financial stability of countless individuals. The allure of sports betting is undeniable. It promises quick returns, the thrill of the game, and a sense of community among fans. But beneath this glittering surface lies a more sobering reality. Recent studies are beginning to shed light on the darker consequences of this trend, particularly in personal finance. A study published in the Journal of Gambling Studies reveals a troubling correlation between the rise of legalized sports betting, increased personal bankruptcies, and lower credit scores. This study is one of the first to quantify what many financial counselors and bankruptcy attorneys have observed anecdotally for years. According to the findings, individuals who engage in frequent sports betting are more likely to encounter financial distress, leading to an uptick in bankruptcy filings and a significant drop in their credit scores. The reasons behind these statistics are multifaceted. For some, the convenience and accessibility of mobile betting apps remove traditional barriers to gambling, making it easier to place risky bets at any time of day. For others, the social acceptance of sports betting—bolstered by flashy advertising and celebrity endorsements—normalizes behaviors that might have once been considered dangerous. As we navigate this new frontier, we must balance the excitement of legalized sports betting with a clear-eyed understanding of its risks. While the industry may continue to grow, so will the need for responsible gambling education, stricter regulations, and support systems for those in financial peril. Ultimately, the actual cost of legalized sports betting may not be measured in dollars won or lost but in the financial security of those caught in its grip. www.BoundlessMediaUSA.com

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Customers prefer to engage with brands they trust. Corporate alignment around mission, vision and values -- making sure that brand communications and corporate actions match -- is critical in today's environment. The brands that successfully navigate the Culture Wars understand that policies and practices don't need to be political statements.

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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. 

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After 16 years, M-Squared Public Relations has a new and primary focus—crisis management. Effective August 1, 2024, we support any individual, celebrity, company or brand from the moment the crisis becomes one. More importantly, we help you navigate the crisis with minimal impact. [email protected]

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Rev your engines, folks! The F1 Miami Grand Prix returns this weekend, and if there's one thing we PR pros know, it's how to seize a golden opportunity. We like to leverage big events like these to: - Expand our clients’ reach to a wider audience - Tap into the excitement and keep brands relevant - Develop creative promotions and activations to coincide with the event - Craft compelling media pitches, such as highlighting places to get your adrenaline fix or suggesting budget-friendly ways to enjoy Miami if you can’t afford Formula 1 tickets - Generate content for social media, e-blasts, websites, and more. It's all about getting creative and utilizing every tool in our PR toolbox. #F1Miami #PRStrategies #PublicRelations #ThinkOpposite

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In a world where brand communication is more complex than ever, collaboration between PR and ad agencies isn't just a nice-to-have—it's mission-critical. Today, the best work comes from those who are willing to play nice in the sandbox and leverage their collective strengths. A recent Cannes panel touched on the value of agencies coming together. OPRG’s CEO Chris Foster captured it perfectly: “At the end of the day we’re trying to solve a problem for our clients, and we need to bring the best tools in the toolbox.” What are your thoughts on the integration of PR and ad agencies? Have you seen success with this approach?

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Layoffs. Pub closures. Shrinking newsrooms. Fewer and fewer opportunities for coverage. Scary stuff for agencies that built their business on media relations (like mine). But disruption is an opportunity for growth, and PR agencies can rise to the challenge. Our jobs might look a bit different in the coming years, but our influence is only rising. Good communicators are in high demand. My thoughts on how PR agencies can pivot and show value when budgets are tight in the comments (via MarketingProfs). Rest assured, we aren't going anywhere.

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