Diversity, Equity, and Inclusion (DEI) remain critical pillars for corporate reputation, especially in industries as public-facing as the restaurant sector. PublicRelay’s Q1 Benchmark 2025 dataset, which analyzed media from 50 companies across nine sectors, shines a spotlight on how DEI initiatives (or the rollback of these initiatives) impact corporate reputation through the eyes of key stakeholders. Using a stakeholder-centric methodology, PublicRelay examined media sentiment across seven key personas: Customers, Shareholders, Employees, Business Partners, Regulators, Left-Leaning Policymakers, and Right-Leaning Policymakers.

Methodology: Understanding Stakeholder Perceptions

Using PublicRelay’s AI-enabled model, our Insights & Analytics team analyzed high-relevance articles published in the Top 50 English-language outlets, assigning sentiment scores ranging from -2 (very negative) to +2 (very positive). Unlike traditional sentiment analysis, which aggregates public opinion broadly, this model assesses sentiment specifically from each stakeholder perspective, allowing for nuanced insights into how different groups react to DEI narratives.

This multi-dimensional analysis provides companies with a granular understanding of reputation risks and opportunities tied to DEI. For example, while policy rollbacks might receive tepid reactions from shareholders, they can trigger sharp negativity among employees or left-leaning policymakers. This divergence underscores the importance of targeted messaging that considers stakeholder-specific concerns.

Key Findings: Stakeholder Reactions to DEI in the Restaurant Sector

1. Starbucks and McDonald’s: Leaders in DEI Narratives

Despite media coverage of policy changes, Starbucks and McDonald’s maintained some of the most positive DEI sentiment. Starbucks’ rollback of its open-door policy generated surprisingly limited backlash, largely due to messaging around employee safety concerns, transparency around the new guidelines, and reiterating that this policy has long been common among retailers. In contrast, McDonald’s policy adjustments concerning staff and suppliers were met with sharper criticism, particularly from employee-focused narratives. The company tempered this by referencing its progress on prior DEI goals and commitment to inclusion in a widely released note.

2. Silent Players: Flying Under the Radar

Brands like Yum! Brands and Chipotle managed to avoid significant negative coverage despite DEI-related controversies. For example, Yum! Brands appeared on a Trump administration “hit list,” yet received minimal individual media attention. Chipotle removed DEI language from its annual report, but its refusal to comment effectively stunted media momentum.

3. Political Influence on DEI Perception

One of the more surprising findings was the consistency of negative sentiment around discrimination allegations even among right-leaning policymakers. This indicates that DEI missteps transcend political alignment, reinforcing that discrimination narratives are broadly reputationally damaging.

4. The Impact of Positive DEI Messaging

Mentions of company commitments to inclusion can moderate reactions to reported DEI rollbacks across nearly all stakeholder groups.

Shifting Narratives: How DEI Messaging Can Mitigate Reputational Risk

The data reveals that not all DEI-related coverage is equal. Companies that preemptively communicate their commitment to diversity and equity—especially during policy shifts—are better positioned to temper backlash. For brands navigating DEI changes, aligning messaging with core values and stakeholder expectations is crucial.

Communicate Continuity, Not Just Change

When companies announce DEI rollbacks or adjustments, framing the conversation around ongoing commitments can mitigate negative reactions. As we’ve seen, McDonald’s was able to somewhat cushion backlash by referencing prior DEI achievements and its long-term inclusion goals. This contextualizes the change as part of a broader, evolving strategy rather than an abandonment of principles.

Leverage Leadership Voices

Adding authentic statements from CEOs or other executives can lend credibility to inclusion commitments. Media coverage that included executive-level assertions of company values saw more balanced stakeholder reactions, as it provided a counter-narrative to headlines focused solely on policy changes.

Anticipate Stakeholder Reactions

Understanding the specific concerns of different stakeholders allows companies to craft more resonant messages. Shareholders, for example, leaned more neutral to rollback announcements, contradicting media assumptions that these moves would be positively received. Meanwhile, employees and policymakers were notably more reactive to discrimination-related coverage.

Avoiding the Media Frenzy

Brands like Chipotle demonstrated that strategic silence can sometimes be effective. By declining to comment on DEI language removal, Chipotle prevented the story from gaining traction. While not always a viable strategy, selective engagement with the media can minimize narrative escalation.

Conclusion: Prioritizing Perception

For companies in the restaurant sector, DEI narratives carry significant reputational weight. Proactive communication, stakeholder-centric messaging, and strategic leadership involvement can help mitigate backlash and maintain positive sentiment across key personas. In an era where DEI is both a corporate expectation and a media focal point, mastering the narrative is essential for brand resilience.

Learn more about how PublicRelay’s Benchmark insights can guide your stakeholder strategy. Connect with us.

Author: Kay Kavanagh, Director of Research

Last week, The Conference Board hosted Corporate Communications: Driving the Business Forward, bringing together top industry leaders to discuss the evolving role of communications in today’s business landscape. Below are some of the most compelling insights that emerged from the event.

The Business-First CCO: What CEOs Expect from Communications

The event’s opening session set the tone with a clear message: “CEOs are looking for CCOs who are business partners first, communications experts second.”

Denise Dahlhoff of The Conference Board bolstered this with data, and the theme was echoed by Thrivent’s CCO Greg McCullough and CEO Terry Rasmussen. Today’s most valued communicators:

• Possess strong business acumen
• Align messaging with corporate goals
• Prioritize outcomes over outputs
• Deliver and measure business impact

Throughout the conference, speakers reinforced this shift from traditional PR roles to strategic advisory positions:

• Jessica Kleiman (Lennar): Communications plays a critical role in talent acquisition, particularly for companies facing large-scale hiring needs.
• Golin: Their analysis found that CEOs with high media visibility in transformation and growth narratives boost corporate reputation, providing a key opportunity for CCOs.
• Katie Hill (NFL): The NFL is broadening its media reach, tracking not just sports media but also diverse outlets and influencers to engage new audiences.

In sum, Communications isn’t just about storytelling; it’s about driving measurable business success.

Reputation as a Business Asset

In a standout session, Allyson Park (Walmart) and Beatriz Perez (Coca-Cola) broke down why reputation should be treated as a business asset:

• 25% of a company’s market capitalization is tied to reputation.
• Reputation is shaped not just by messaging but by corporate actions. What you say yes and no to matters.
• When a new CEO arrives, redefining corporate purpose is a key moment for communicators to add value.

One major shift: Internal audiences—employees and customers—are now the priority over media relationships. Companies are focusing on building credibility internally, knowing that reputation starts from within.

AI’s Growing Role in Communications

Of course, AI was a hot topic throughout the event. Speakers shared real-world AI applications, from generating podcasts and short videos in real-time to monitoring outdated messaging, highlighting its potential but also its limitations. Points included:

• Use AI for efficiencies – fact-checking, summarizing news, and automating repetitive tasks.
• Lean on SMEs (subject matter experts) for nuance, judgment, and context.
• AI accelerates workflows, but it can’t replace human intuition, especially in areas like crisis comms and reputation management.

In sum, general agreement was that, while it can do incredible things on its own, AI should enhance human expertise, not replace it.

Navigating Corporate Engagement in Cultural & Political Issues

Panelists addressed the increasingly complex role of corporations in social issues. Key insights included:

• Companies are rethinking their approach to ESG & DEI messaging. They’re not pulling back entirely, but focusing on alignment between mission and business.
• Paul Dyer (/prompt) & Claudine Patel (Opella) shared that being culturally relevant is now a business imperative. They stated that the best approach was to follow societal trends, not marketing fads.
• Anna Frable (Novo Nordisk): Novo Nordisk’s efforts to elevate the conversation around obesity align with its business goals, making advocacy feel natural rather than forced.

Takeaway: Corporate activism isn’t disappearing, but companies are being more intentional about when, where, and how they engage.

The Communications-Marketing Partnership is Stronger Than Ever

Several sessions explored the increasing convergence of Communications and Marketing.

• Rob Jekielek (The Harris Poll): A unified PESO (Paid-Earned-Shared-Owned) approach is more effective than focusing on SEO.
• Data-driven storytelling is becoming the norm, requiring closer collaboration between comms and marketing teams.

What’s this mean for Communications leaders? You should be embracing cross-functional collaboration to maximize impact.

Final Thoughts

The Conference Board’s event highlighted a fundamental shift in the communications function: CCOs are no longer just storytellers. They are business strategists.

Communications teams that can demonstrate business impact, align with corporate goals, and leverage AI effectively will be best positioned for success. If you’re a communications leader looking to drive real business impact, these takeaways are just the beginning.

Let’s continue the conversation.

This post was written by Jim Key, VP of Enterprise Solutions at PublicRelay and attendee of TCB’s Corporate Communications event.

For quick-service restaurants (QSRs), the battle for consumer attention has never been more competitive or more price-driven. The past two years have ushered in a new normal in fast food, where value messaging dominates the media narrative and continues to shape brand strategy as we progress into 2025.

PublicRelay’s analysis of media coverage from 10+ QSRs shows a 500%+ increase in QSR messaging focused on value since early 2023. The trend isn’t just a response to inflation; it’s a fundamental shift in how brands communicate their offerings, defend their market share, and shape consumer expectations.

The Data Behind the Value War

QSRs are locked in an escalating cycle of promotional battles, as seen in recent media trends:

• May 2024 Surge: McDonald’s $5 Meal Deal launch ignited a sustained three-month media spike, forcing competitors like Burger King and Wendy’s to introduce rival promotions.
• Seasonal Fluctuations: Holiday campaigns momentarily pushed deal messaging aside in late 2023, while seasonal events (e.g., Lent specials) caused a brief dip in March 2024.

With each major promotion, competitive ripple effects extend media coverage beyond the initial campaign, proving that in today’s QSR landscape, value is a conversation that brands must continually engage in.

Why Value-Driven QSR Messaging is Non-Negotiable

Beyond media hype, economic pressures are making affordability a top priority for both consumers and brands:

• Inflation & Price Sensitivity: Fast food prices have surged 60% since 2014, far outpacing general inflation. Customers are more price-conscious than ever.
• Margin Squeeze: Labor costs have risen 22% since 2019, making cost-effective promotions essential to maintaining profitability.
• The Grocery Threat: Supermarkets now hold a 310-basis-point price advantage over QSRs, meaning fast food must prove its value beyond just price points.

In this environment, QSR messaging that reinforces value-driven storytelling is essential—not just for sales, but for sustaining brand relevance.

What This Means for Communications Leaders

For PR and communications teams, value messaging is a strategic necessity. Here’s what QSR communicators need to keep in mind:

• Short-Term Wins vs. Long-Term Strategy: Promotions create temporary media spikes, but brands must balance them with broader positioning that reinforces long-term brand equity.
• Echo Effects Drive Media Longevity: Competitive responses extend deal-driven media cycles. Smart brands capitalize on this momentum by keeping value narratives fresh.
• Digital Loyalty Is the New Value Play: App-exclusive deals are becoming a critical tool for reinforcing value perception while strengthening customer retention.

The Future of QSR Messaging

Expect value-driven narratives to peak in summer months and taper off during holiday seasons as brands shift focus to festive campaigns. Ensure value messaging remains compelling and sustainable beyond short-term promotions. For communicators, this is a test of agility. How will brands balance short-term promotional buzz with a long-term value platform that keeps customers engaged?

Connect with us to learn how PublicRelay can help your brand adapt to this value-first landscape.

Author: Medha Chandorkar, VP of Product Management

January 13th | 12:00pm ET | Virtual

Organizations today are navigating economic volatility, social change, and rapid technological disruption, and as a result, trust has become the ultimate currency. Transparent communication, both internally and externally, isn’t optional anymore. It’s a strategic imperative. Yet, striking the right balance between openness and organizational risk can be challenging.

Nicky McHugh, Global Head of Reputation and Crisis and Communications Governance at Schneider Electric, will guest host this conversation, exploring:

Why This Matters Now

• Internally: Employees want timely and honest information, especially during major changes. When communication is inconsistent or incomplete, confidence in leadership and culture can suffer.
• Externally: Customers, partners, and other stakeholders expect visibility into how organizations are responding to uncertainty. Gaps in communication can create confusion, weaken brand perception, and make it harder to influence the narrative.

What We’ll Explore

• How to communicate authentically when you don’t have all the answers.
• The role of internal communications in reinforcing external credibility.
• Ways to maintain trust during uncertainty and change.

We welcome CCOs, VPs, and Directors of Communications to request an invitation to join this roundtable discussion.

Upon qualification, you will receive a follow up email from a member of our team confirming your participation.

January 29th | 6:00pm PT | San Francisco, CA

Communications leaders today are navigating one of the most profound shifts the profession has ever seen. AI is reshaping how work gets done — accelerating routine tasks, expanding analytical insight, and redefining the skills communicators need to lead. At the same time, media consumption continues to fracture, stakeholder expectations are intensifying, and communications teams are increasingly expected to advise on everything from earnings and litigation risk to cultural flashpoints.

The result isn’t a crisis, but a paradigm shift — one that is expanding the scope of responsibility, evolving the apprenticeship model, and rewriting what it means to build and lead a modern communications function.

Hosted by Joe Carberry, Partner at Breakwater Strategy and David Chamberlin, Managing Director, Strategic Communications, Advisory Team at Orrick, this conversation invites communications leaders to explore how this transformation is unfolding through questions like:

• How do we cultivate the next generation of communicators when their early career experience looks so different from our own?
• What does it mean to be “business fluent” in a world where communicators sit at the intersection of technology, strategy, policy, and culture?
• How should leaders rethink the integration of communications, data, and AI to better guide organizational decision-making?
• As AI tools become more efficient, what does it take for communicators to become smarter, more connected, and more influential in the rooms where decisions are made?

Over dinner, we’ll examine not only the challenges but also the opportunities and leave with a shared understanding of how communicators can successfully lead through this transformative era.

We welcome CCOs, VPs, and Directors of Communications to request an invitation to join this roundtable discussion.

Upon qualification, you will receive a follow up email from a member of our team confirming your participation.

A company’s reputation is influenced by a diverse set of stakeholders, including employees, investors, customers, regulators, business partners, and policymakers. How does media coverage impact each of these groups? Join us for an exclusive 20-min webinar where we’ll unveil key findings from PublicRelay’s latest research on stakeholder sentiment.

Using data-driven insights from our Benchmark, we’ll explore:

• How different stakeholder groups perceive companies in the media and how their sentiment varies.
• Which stakeholders are most sensitive to media narratives and why their reactions are the most volatile.
• Why customers often remain undecided and what this means for corporate messaging.
• How sentiment shifts over time and what it reveals about reputation management strategies.

This report walkthrough will provide PR and communications leaders with actionable insights to navigate stakeholder sentiment effectively. Take this opportunity to sharpen your media strategy and better understand the audiences shaping your corporate reputation.

Host: Haley Wilson, Strategic Partnerships Lead at PublicRelay

Watch On-Demand Here