Brands today increasingly find themselves navigating reputation crises driven by perceived political or social stances rather than traditional operational issues. These modern challenges typically arise swiftly and are shaped by external narratives rather than specific company actions, placing brands at risk even when maintaining operational excellence. Crucially, research indicates that the true impact of these attacks hinges more on how effectively a brand manages relationships with key stakeholders than on the severity of the public criticism itself. Successful organizations proactively build resilience by deeply understanding evolving stakeholder values and integrating robust decision-making processes that account for cultural risks. Rather than focusing primarily on public defense, they prioritize immediate, transparent, and supportive communication with partners, employees, investors, and boards during crises, ensuring alignment and mitigating stakeholder flight. Companies like Nike and Coca-Cola exemplify this approach, demonstrating that stakeholder trust—built consistently over time—becomes the most reliable buffer against reputational harm. Ultimately, long-term resilience emerges from continuous investment in stakeholder management, recognizing it as a core strategic function rather than a reactive crisis response. By adopting proactive, nuanced, and relationship-focused strategies, brands position themselves to withstand and even strengthen through modern reputational challenges.

Even though the mediums may have changed, the interest in current events and the news of the day remains high for the younger generation. Here’s a glimpse into what that news consumption looks like in practice.

The entire higher education industry has a reputation problem. More than half of New Englanders say that college wasn’t worth the cost and 67 percent of businesses nationally say higher education doesn’t prepare students for the workforce. Combine that with rising costs and nearly a year’s worth of coverage of campus protests, and you start to see a real perfect storm.

Higher education is no stranger to political protests, but social media has changed the game. Understanding the role of social media will add context to the true challenge many campuses are facing in addressing the speed and volatility of digital activism. Comsint dives into some of the factors that may be driving on-campus activity and what communicators can do to best craft their response strategies

As companies seek innovative ways to elevate their PR campaigns, AI emerges as a powerful add-on that can transform the game. Here are three powerful ways your company can harness the potential of AI to supercharge your next PR campaign, backed by real-world examples and actionable recommendations.

Generative artificial intelligence leveraged to create deepfake content has evolved to a point where it can convincingly mimic individuals' voices and faces, leading to the creation of deceptive content that is difficult to distinguish from reality. Companies must proactively address this menace, employing strategic measures to mitigate the risks and protect their integrity in the digital age.

Natural language processing technology is a critical component of how Comsint supports our clients. Here’s how you can best leverage it to help build and defend your brand.

Let’s be clear: bridging the generational communication gap is essential for fostering a collaborative and inclusive work environment. But reductive stereotypes on age that have been built into communications strategies may actually hinder progress on this front.

Effective internal communication emerges as a linchpin for success, playing a pivotal role in guiding organizations through transitions. Simply put, the significance of internal communications in navigating organizational change cannot be overstated.

As a leader in your organization, addressing tough times with candor and a well-defined plan is crucial for maintaining trust, motivation, and employee productivity. Here's a comprehensive guide on effectively communicating with your employees during difficult times.