The Healthcare Narrative Post-Assassination

Recent PublicRelay data underscores the shifting landscape for healthcare communicators. While media coverage of UnitedHealthcare CEO Brian Thompson’s tragic death has diminished, it has sparked a broader, more significant narrative about systemic healthcare issues in America.

This unfolding story presents both challenges and opportunities for healthcare communications leaders as they navigate heightened public scrutiny, political involvement, and the potential for regulatory action.

The Numbers: What Media Coverage Reveals

• 47% of healthcare media coverage focuses on claim denials.
• 27% highlights healthcare affordability.
• Only 11% mentions other healthcare companies (for now).

Although the current focus is on a select few issues and companies, the conversation is rapidly broadening.

A Political Powder Keg

Politicians from across the spectrum are driving the narrative, with 32% of left-leaning mentions and 21% of right-leaning mentions dominating the conversation. President-elect Donald Trump has even weighed in. This bipartisan attention reflects a growing national policy debate fueled by individual frustrations and systemic healthcare failures.

Under the Trump administration’s deregulatory focus, this conversation is likely to intensify. Companies face the dual threat of public backlash and regulatory scrutiny if they are perceived as neglecting patient needs or engaging in harmful lobbying practices.

What Healthcare Communicators Need to Know

To navigate this complex environment, healthcare communications leaders must address these critical areas:

1. Patient Narratives Are the Dominant Story

The media conversation is increasingly driven by patient stories. Claim denials, AI-driven healthcare decisions, and unexpected policy changes are emerging as the most compelling narratives. Healthcare brands’ stakeholders include millions on social media sharing healthcare horror stories. These stories humanize systemic issues, turning abstract concerns into relatable, emotional calls for action. Healthcare communicators must be prepared to address these stories with transparency and empathy.

2. Sector-Wide Exposure Is Expanding

Currently, only 11% of media coverage mentions other healthcare companies, but this is expected to grow. As the spotlight expands, even companies not currently in the crosshairs may find themselves scrutinized. Proactive monitoring and analysis are essential to mitigate reputational risks.

3. Political and Regulatory Risks Are Increasing

Companies may face backlash for lobbying efforts that appear to prioritize profits over patients. Moreover, short-term fixes, such as cost-cutting initiatives or increased transparency, may not satisfy public and media demands for systemic change. Healthcare communicators must collaborate closely with policy and operations teams to advocate for meaningful, sustainable reforms.

4. Public Trust Hinges on Authentic Action

Trust is the foundation of healthcare brands. In a landscape dominated by patient dissatisfaction and political pressure, companies must take authentic, proactive steps to address systemic challenges. This means going beyond surface-level initiatives to implement strategies that genuinely improve patient outcomes and satisfaction.

Looking Ahead: Challenges and Opportunities

The healthcare industry is at a pivotal moment. As the trial of Luigi Mangione unfolds, the sector could face even greater scrutiny. This trial, and others like it, may bring previously unexamined practices and policies into the public eye, sparking further debate about systemic healthcare issues.

For healthcare communicators, the path forward involves:

Collaborating on Systemic Solutions: Working with stakeholders to develop long-term strategies that address root causes rather than symptoms.

Engaging Patient-Centric Strategies: Proactively sharing success stories and initiatives that directly address patient concerns.

Enhancing Transparency: Demonstrating how the company is addressing affordability, claim denials, and other key concerns.

The Bottom Line

Healthcare communicators have an opportunity to position their brands as leaders in addressing systemic challenges while maintaining trust with both shareholders and the public. By prioritizing patient-centric narratives, understanding sector-wide trends, and advocating for meaningful change, they can help guide their organizations through this volatile and highly scrutinized landscape.

Learn how PublicRelay’s data-driven insights can support healthcare communicators in navigating these challenges.   

Navigating the shifting media landscape has become a critical skill for professionals in public relations and strategic communications. As the media world undergoes rapid changes, understanding and adapting to these dynamics is essential.

The media world is in flux. Traditional outlets, social platforms, and emerging formats are reshaping the communications field daily. For communicators, it’s not just a shift—it’s a seismic transformation. Yet these challenges present clear opportunities for those who can adapt. Let’s explore what we’ve heard from leading communicators about what’s happening and why it matters.

Traditional Media: Evolution, Not Extinction

Traditional media’s business model is under immense pressure. Trust in major outlets has waned, newsroom budgets have shrunk, and audiences have migrated to mobile-first and social platforms for news. There is no longer a Walter Cronkite-like, “single source of media”. “Media” is everywhere, which means organization reputation is everywhere.

Communicators are now approaching traditional media as one part of a broader strategy. By balancing relationships with reporters and editors alongside content crafted for digital and social channels, organizations can navigate this fragmented landscape with greater precision.

Think Smaller, Connect Bigger

As large national outlets feel increasingly out of reach or out of touch, the focus on local media has intensified. Community-focused stories resonate deeply, creating more meaningful engagement. Whether it’s hyper-local storytelling or partnerships with regional outlets, tapping into smaller markets can yield outsized reputational benefits.

Local audiences are also more engaged—they’re reading, sharing, and reacting. Organizations that invest in grassroots storytelling often see stronger community ties and enhanced reputations in critical regions.

Ground-Up Communications

Ground-up strategies play an essential role in navigating the shifting media landscape, especially when authenticity and trust are paramount. Building on the power of local connections, the shift away from purely top-down, national PR strategies is redefining how trust is cultivated. Today, success depends on developing relationships from the ground up. Local community engagement, grassroots storytelling, and on-the-ground teams are now central to rebuilding or enhancing support in key regions.

This shift isn’t just a tactical move; it’s strategic. In a polarized and fragmented media environment, audiences crave authenticity. Investments in local communications teams are paying dividends, both in trust and long-term support.

Adapt or Fade: The Fragmentation Dilemma

The increasingly fragmented media landscape requires laser-sharp focus. Messages must be tailored for each platform and each audience. It’s no longer sufficient to “go broad”; you need to go deep where it matters most.

Geo-targeted campaigns, local influencer partnerships, and platform-specific strategies have emerged as critical components of effective communications. The challenge for communicators is to prioritize—strategic adaptation, not one-size-fits-all approaches, will win the day.

Data-Driven Decisions

Data is the compass for navigating the shifting media landscape. It transforms complexity into clarity and guides effective decision-making.

While the fragmentation of media complicates communication efforts, data offers a clear way forward. Social media platforms provide communicators with an abundance of digestible metrics. Impressions, shares, and engagement rates offer a quick glimpse into performance. Yet, these metrics only tell part of the story.

Quantifying traditional media’s ROI often requires more nuanced tools to help communicators track impact across earned and owned channels, while also surfacing actionable insights that drive strategy forward.

Preparing for Media’s New World Order

Declining traditional business models and shifting consumption habits are opportunities to innovate. Diversifying your media mix, amplifying through emerging formats, and measuring everything are no longer optional. They’re mandatory.

The evolving media landscape is daunting, but it’s also rich with potential for those ready to embrace the changes. By prioritizing hyper-local storytelling, harnessing data, and adapting communication strategies to a fragmented audience, communicators can navigate this new era with agility, creativity, and a relentless focus on what’s measurable and meaningful.                

Contact us to learn more.

Tysons Corner, VA; November 7th, 2024 — Today PublicRelay announced the promotion of Azhar Unwala to Senior Vice President of Client Insights & Analytics. In this role, Azhar joins PublicRelay’s executive team and will lead a dedicated group of insights and analytics professionals focused exclusively on delivering value-driven, actionable intelligence to clients.

Azhar’s team will continue to enhance client value by leveraging PublicRelay’s cutting-edge data and technology to provide impactful insights that inform critical business decisions. Since joining PublicRelay in 2016, Azhar has worked closely with the company’s most advanced clients, creating strategic insights that stem from PublicRelay’s high-quality, integrated data. His expertise spans media analysis, political risk, and cyber threat intelligence, which has proven instrumental in PublicRelay’s approach to delivering actionable intelligence.

Beyond client service, Azhar has played a foundational role in shaping PublicRelay’s value-added insights solutions, influencing all aspects of the company’s advanced analytics, reporting, and analysis processes. His efforts have also extended to product and business development, where he has been the architect of innovative analytics solutions that reinforce PublicRelay’s leadership in the media intelligence industry.

“Azhar’s leadership and deep industry knowledge have been a driving force behind our ability to deliver sophisticated, data-driven insights that empower our clients,” said Mark Parise, Chairman and CEO of PublicRelay. “We are thrilled to welcome him to the executive team and look forward to seeing the continued impact he and his team will have on the success of our clients.”

PublicRelay congratulates Azhar on this well-deserved promotion and is excited for the future of the Client Insights & Analytics team as they embark on this new chapter.

About PublicRelay

PublicRelay is the unmatched choice for Fortune 500 companies, government agencies, and non-profits seeking accurate, actionable insights into their communications efforts. Combining cutting-edge technology and AI with human analysis, PublicRelay delivers data and insights that show communications’ impact on business goals, predict risks, trends, and outcomes, and guide smart communications strategy. Known for exceptional partnerships with clients, PublicRelay delivers communications analytics and insights that leading communications executives need to compete in today’s complex marketplace.

Tysons Corner, VA; October 18, 2024 — PublicRelay is proud to announce that, in partnership with Pacific Gas and Electric Company (PG&E), we have been awarded Gold at the 2024 MarCom Awards. The Association of Marketing & Communication Professionals (AMCP) recognized PublicRelay and the brilliant communications team at PG&E for their innovative collaboration in linking communications data to key business performance indicators.

Together, PublicRelay and PG&E successfully connected communications insights with measurable outcomes, including the Customer Satisfaction Score and Customer News Recall. This partnership enhanced the effectiveness of PG&E’s communications efforts, raising awareness of the company’s media strategy and its direct impact on customer engagement and perception.

“We’re thrilled to receive this honor alongside PG&E,” said Azhar Unwala, VP of Analytics at PublicRelay. “This award underscores the power of data-driven communications and its potential to drive meaningful business results.”

The MarCom Awards, one of the largest and most respected creative competitions in the world, recognizes outstanding achievements by marketing and communication professionals. PublicRelay and PG&E’s collaboration is a testament to the growing importance of analytics in shaping impactful communications strategies.

About PublicRelay

PublicRelay is the unmatched choice for Fortune 500 companies, government agencies, and non-profits seeking accurate, actionable insights into their communications efforts. Combining cutting-edge technology and AI with human analysis, PublicRelay delivers data and insights that show communications’ impact on business goals, predict risks, trends, and outcomes, and guide smart communications strategy. Known for exceptional partnerships with clients, PublicRelay delivers communications analytics and insights that leading communications executives need to compete in today’s complex marketplace.

About PG&E

Pacific Gas and Electric Company (PG&E), a subsidiary of PG&E Corporation (NYSE: PCG), is one of the largest combined natural gas and electric energy companies in the United States, serving more than 16 million people across Northern and Central California.

5 Ways to Maximize Your CEO’s Brand Impact

A CEO can influence how the media, stakeholders, and consumers perceive not only their leadership but also the brand they represent. However, recent trends show that while CEOs may be building strong personal brands, they aren’t always translating that success into a positive impact for their companies.

Understanding how to maximize your CEO’s brand impact is key to elevating both their personal standing and the reputation of the organization they lead. Let’s explore how communicators can help their CEO become an asset to their brand.

The CEO Brand Gap: Perception vs. Impact

PublicRelay tracks CEO performance through our CEO Index, which rates CEOs from -10 to +10 on two essential factors:

1. Perception: How well the CEO is perceived by the media. This includes the sentiment, reach, and sharing of their personal media mentions.
2. Impact: How the CEO’s presence influences their company’s media reputation. This measures the sentiment, reach, and sharing of mentions where both the CEO and company are featured.

What we’ve noticed over the past two years is an interesting trend: while Perception Scores have generally increased, Impact Scores have stagnated. This means that while CEOs may be perceived more positively as individuals, they are becoming less effective at enhancing their company’s reputation.

For communications professionals, this gap is an opportunity to recalibrate. If your CEO’s personal brand is thriving, but your company isn’t seeing a parallel boost in reputation, it’s time to rethink your communication strategy.

Best Practices to Boost Brand Impact

Here are several actionable strategies to align your CEO’s personal perception with their company’s reputation, ensuring their brand impact is as strong as it should be:

1. Prioritize Company Over Self-Promotion

While building a CEO’s personal brand is important, it should never overshadow the company’s goals. Self-Promoter CEOs, those who focus too heavily on their own narratives, risk becoming disconnected from their organization. Instead, CEOs should weave company successes, values, and innovations into their personal communications. Whether it’s through interviews, social media posts, or speaking engagements, their personal brand should amplify the company’s brand story.

For example, CEOs who leverage media opportunities to highlight company initiatives and industry leadership—not just personal milestones—tend to have higher Impact Scores.

2. Align Thought Leadership with Brand Strategy

A CEO’s thought leadership can be a powerful tool to enhance the company’s reputation. However, it must be strategic. CEOs who speak on broader industry trends, corporate responsibility, or emerging technologies often boost both their Perception and Impact Scores. This is because they position themselves as experts not just on their own company but on the wider business landscape.

Encourage your CEO to engage in thought leadership that aligns with your company’s mission and values. Thoughtful commentary on relevant industry issues can help solidify both their authority and the company’s reputation, driving positive media coverage.

3. Stay Clear of Controversial Coverage

Negative media coverage can be difficult to avoid, but strategic communications can help shield your CEO from scandals that can harm both their personal and company brand. One way to manage this is by doing your best to ensure your CEO doesn’t become a scapegoat. Distance them from high-risk issues and focus on positive storytelling.

Incorporating crisis communication strategies into your CEO’s media interactions can protect their Perception while mitigating damage to your company’s Impact. For example, if a major controversy arises, quick, transparent communication that addresses the issue and highlights the company’s corrective measures can help salvage brand reputation.

4. Leverage Key Media Opportunities

Earnings calls, industry conferences, and interviews are prime opportunities for CEOs to bolster their brand impact. By participating in these high-visibility moments, CEOs can directly influence how their company is perceived. In fact, CEOs who personally engage in earnings discussions often drive positive media sentiment for their companies, as it shows hands-on leadership and transparency. See Google’s Sundar Pichai, for example, who drove positive coverage on the company’s growth after their earnings call in July.

Maximizing media moments means ensuring your CEO’s presence in coverage is both visible and favorable. Position your CEO in the right narratives—those that focus on growth, innovation, and strategic vision.

5. Be Mindful of Social Media Perception

Social media can be a double-edged sword for CEOs. While it offers a direct line to the public, it also opens the door to immediate scrutiny. CEOs with large social media followings may generate significant positive engagement, but they are equally vulnerable to backlash, especially if their posts are seen as self-serving or out of touch with current events. A quick look at Elon Musk can give a deep understanding of how that can go.

Communicators should do what they can to help their CEO craft a social media presence that reinforces the brand’s values. Their messaging should resonate with your company’s mission and connect with stakeholders in meaningful ways, avoiding the pitfalls of excessive self-promotion.

Maximizing Your CEO’s Brand Impact

Ultimately, the most successful CEOs are those who understand that their brand is an extension of their company’s identity. By balancing personal perception with corporate impact, they can drive meaningful change for their organization, not just for themselves.

For PR and Communications executives, the challenge is to guide your CEO’s messaging and media presence in a way that reflects positively on both their leadership and the business.

To effectively do so, you need comprehensive insights into how both the CEO and the company are perceived in the media. PublicRelay offers precise, human-verified insights into sentiment, reach, and sharing, ensuring you have a clear picture of how your CEO’s media presence is influencing your company’s reputation. We also track and measure the impact of your CEO’s mentions, allowing you to tailor communication strategies that elevate both personal and corporate brands.                  

Contact us to learn more about how PublicRelay can help you maximize your CEO’s brand impact and strengthen your company’s reputation.

The 9 CEO Archetypes that Shape (or Sink) Company Reputation

A CEO is not just the leader of a company—they’re its public face. Whether they’re boosting brand visibility or creating PR nightmares, CEOs hold significant power over how the world views their companies. Through recent analysis of our CEO Index, we’ve identified 9 distinct CEO archetypes that either enhance or erode a company’s brand reputation. Understanding which archetype your CEO aligns with can provide valuable insight into how to manage their influence on the corporate brand.

Included at the end of this blog is a quiz for communications leaders to identify which archetype their CEO falls into, helping you refine your strategy accordingly.

CEO Perception vs. Impact

First, it’s important to understand Perception versus Impact. PublicRelay tracks CEO performance through our CEO Index, which scores CEOs (from -10 to +10) on two essential factors:

1. Perception: How well the CEO is perceived by the media. This includes the sentiment, reach, and sharing of their personal media mentions.
2. Impact: How the CEO’s presence influences their company’s media reputation. This measures the sentiment, reach, and sharing of mentions where both the CEO and company are featured.

A CEO can have a negative Perception Score, while having a positive Impact Score, vice versa, or somewhere in between. The 9 archetypes are each defined by the types of Perception and Impact scores they have.

The 9 CEO Archetypes

1. The Self-Promoter

• Features: Known for their strong personal brand, these CEOs often overshadow the company they lead. They blend business, entertainment, and lifestyle media, but the focus remains on them.
• Effects: While their media presence generates short-term buzz, it doesn’t translate to long-term benefits for the company. Employees may feel undervalued, as recognition is tied to the CEO rather than team achievements. Over time, the focus on self-promotion can erode trust in the company’s leadership and values.

2. The Influencer

• Features: Engaging and charismatic, the Influencer CEO is widely recognized as an expert in their field. They are frequently sought out for industry insights, but the media often emphasizes their personal achievements rather than the company’s.
• Effects: While their star power attracts media attention, it often overshadows the company’s brand. This can lead to missed opportunities where the CEO’s media presence could otherwise elevate the entire organization.

3. The Brand Ambassador

• Features: The Brand Ambassador is passionate about the company’s mission and values. They provide transparent insights into company operations and strategy, building trust and credibility.
• Effects: This archetype is highly effective as a PR asset. Their personal reputation enhances the company’s image, attracting customers, investors, and top talent. Employees take pride in their recognition, as it often includes acknowledgment of the team’s contributions.

4. The Scapegoat

• Features: The Scapegoat is often associated with controversy, stepping up to take responsibility when things go wrong. They aim to protect the company and its brand by absorbing the blame.
• Effects: While this CEO’s willingness to accept responsibility can sometimes shield the company from reputational damage, frequent association with controversy raises questions about their overall competence. Over time, this leads to skepticism and damages both the CEO’s and the company’s reputation.

5. The Steady Operator

• Features: The Steady Operator provides consistent, reliable leadership but lacks the flair to capture significant media attention. They focus on delivering factual, straightforward information.
• Effects: Stability and reliability are the hallmarks of this archetype. However, the company may miss opportunities for a dynamic reputation boost due to the CEO’s understated presence. The public sees the company as stable, but without much excitement or innovation.

6. The Reluctant Hero

• Features: Known for making rare, but highly strategic media appearances, the Reluctant Hero focuses attention on the company’s innovations and the team’s contributions.
• Effects: This CEO’s authentic and humble approach builds credibility and trust. The public and media perceive the company as genuine and mission-driven, increasing support. Employees also feel recognized and valued through the CEO’s emphasis on team successes.

7. The Villain

• Features: The Villain CEO is often criticized for poor decision-making and leading the company into controversy.
• Effects: Repairing reputational damage is an uphill battle for this CEO. Their negative perception spills over into the company, making it appear poorly managed and untrustworthy. This typically leads to financial losses and a struggle to regain legitimacy.

8. The Latent Liability

• Features: This CEO may be largely invisible until controversies surrounding their personal behavior or past scandals surface. They appear disconnected from the company’s core mission and values.
• Effects: Although the company may not immediately suffer from this CEO’s negative reputation, their continued presence can gradually erode trust, leading to long-term damage. Communications teams find it challenging to use this archetype as a PR asset, as their media presence poses more risks than benefits.

9. The Provocateur

• Features: The Provocateur is known for bold decisions and outspoken views that generate controversy. However, their vision often drives innovation and change.
• Effects: Despite the initial skepticism, this CEO’s resilience in the face of controversy can eventually shift public perception in their favor. Their ability to generate buzz and attention often puts the company in the spotlight, helping the brand stand out as innovative and forward-thinking over time.

Real-World Examples

Jamie Dimon (JPMorgan): Starting as a Scapegoat in media coverage of JPMorgan’s controversial return-to-office policy and a tough business environment, Dimon transitioned into an Influencer archetype as he distanced himself from scandals and focused on thought leadership. This pivot meant he stayed out of highly shared negative coverage around compliance controversies and more, but his personal brand may now eclipse the bank’s. If he were to leave the organization, his influence would leave with him.

Ryan Lance (ConocoPhillips): Lance is a Reluctant Hero, having managed to avoid being drawn into coverage on environmental and climate change issues companies, all the while strategically appearing in the spotlight to highlight business wins, positioning the company positively without taking much in the way of personal credit.

How CEO Archetypes Shape Brand Strategy

Each of these archetypes presents unique challenges and opportunities for communications leaders. The key to maximizing brand impact is understanding which archetype your CEO aligns with and adjusting your communications strategy accordingly.

Self-Promoters may require media strategies that balance their personal brand with the company’s message.

Brand Ambassadors can be powerful spokespersons for company values, but Villains and Latent Liabilities may require crisis management plans to mitigate their negative perception.

By identifying your CEO’s archetype, you can tailor media strategies to enhance their strengths while mitigating risks.

Understanding CEO archetypes is essential for communications professionals tasked with managing brand reputation. With the right approach, and the right media measurement support, you can leverage your CEO’s strengths to align their personal brand with the company’s goals and protect your organization from reputational risks.

Take the Quiz: Which Type of CEO Are You Working With?

Curious about where your CEO falls in the archetype spectrum? Take this brief quiz to discover their CEO style so you can tailor your communications strategy for maximum brand impact.

1. How does your CEO typically engage with the media?

A) They are the face of the company and often appear in interviews, even in non-business contexts.

B) They are sought after for their expertise and frequently share insights on industry trends.

C) They tend to be in the spotlight mainly during crises or controversies.

D) They provide calm, factual statements and avoid the limelight whenever possible.

2. How do your CEO’s media engagements affect the company’s brand?

A) The CEO’s strong personal brand often overshadows the company’s brand.

B) The company’s brand can sometimes feel secondary compared to the CEO’s personal recognition.

C) The CEO regularly shields the company brand by taking accountability during controversies.

D) The CEO generates little excitement or buzz, but the company is seen as reliable.

3. How do employees perceive your CEO’s media presence?

A) Employees often feel overlooked, as the CEO rarely mentions the efforts of the team in public.

B) They are proud that the CEO is well-respected in the media, but there’s a sense that the CEO avoids getting involved when the company faces controversies.

C) Employees appreciate that the CEO takes public accountability when things go wrong.

D) Employees see the CEO as competent and reliable, though not particularly inspiring.

4. How does your CEO handle controversies or negative publicity?

A) They tend to deflect media focus away from company scandals by drawing attention to themselves instead.

B) They continue to provide industry commentary and thought leadership in the media, but avoid publicly addressing controversies.

C) They step forward, take responsibility, and try to shield the company from further damage.

D) They address the issues calmly and factually, avoiding any dramatic statements or actions.

Results:

If you answered mostly A’s: Your CEO is The Self-Promoter.

Your CEO has a strong personal brand that often overshadows the company. They bridge the gap between business, entertainment, and lifestyle media, but this doesn’t always translate into benefits for the company.

If you answered mostly B’s: Your CEO is The Influencer.

Your CEO is charismatic and widely recognized for their expertise. While they attract a lot of attention, their strong personal brand can sometimes make the company’s brand seem secondary.

If you answered mostly C’s: Your CEO is The Scapegoat.

Your CEO often takes the blame during controversies, acting as a shield for the company. While this can mitigate reputational damage, it can also lead to skepticism about the CEO’s overall competence.

If you answered mostly D’s: Your CEO is The Steady Operator.

Your CEO delivers consistent and reliable leadership without seeking the spotlight. The company is perceived as stable, but there may be missed opportunities to enhance the company’s reputation.

Defense Sector Reputation Risks

The pandemic had substantial negative effects on the global supply chain. With the world still doing its best to adjust to post-pandemic realities, the media remains sensitive to supply chain disruptions. Despite data suggesting that supply chain pressures have eased, news stories continue to frame supply chains as fragile, leaving industries like defense vulnerable to intense media scrutiny.

According to the Global Supply Chain Pressure Index (GSCPI), supply chain pressures have generally trended below the historical average for over a year. Yet media coverage on supply chain disruptions surged by over 100% in Q3 of 2023, reaching pandemic-era levels. This rise in coverage, despite relatively stable conditions, reveals how deep-rooted fears of supply chain instability persist, largely fueled by memories of pandemic-related disruptions.

For the defense sector, these shocks carry an even greater reputational risk. Defense is uniquely challenged by the geopolitical landscape, where global conflicts create unpredictable spikes in demand.

Global Conflicts and Outsized Demand

Throughout 2023, the defense industry faced heightened scrutiny, as supply chain issues featured prominently in nearly one-third of all defense-related media coverage. The nature of defense manufacturing—complex, highly regulated, and dependent on specialized suppliers—exposes the industry to gaps in its supply chain more visibly than in other sectors. Unlike consumer goods, where shortages might result in delayed shipments or backorders, a lapse in the defense supply chain can have far-reaching consequences that could lead to national security risks or international diplomatic repercussions.

With ongoing global conflicts driving outsized demand for items like military aircraft, technology, and more, the defense industry finds itself facing immense pressure to deliver quickly and efficiently. This demand exacerbates any existing vulnerabilities in the supply chain, from sourcing raw materials to securing manufacturing components. Any perceived or actual delays in fulfilling contracts can lead to negative media coverage. This further compounds the pressure on defense firms.

The Media’s Role in Amplifying Concerns

Even though supply chain pressures have been trending below the historical average, the media remains hyper-aware of any disruptions. Coverage tends to spike in response to real or perceived supply shocks, and the defense sector is no exception. For example, when a Boeing 737 Max panel blew out mid-flight, it triggered accusations of unrealistic production standards.

Journalists and analysts, still influenced by the pandemic, are quick to draw parallels between today’s challenges and the more severe disruptions of recent years. In fact, one-third of supply chain stories published since June 2023 (from CNN to Bloomberg to NPR) referenced the pandemic, demonstrating how much the media narrative is still shaped by past crises.

For defense communicators, this presents a significant challenge. Even when supply chain disruptions are minimal, heightened media sensitivity means that any hiccup can quickly become a headline.

The Impact on Defense Sector Reputation

Supply chain shocks are not just operational challenges for defense firms—they are reputational threats. The ability to quickly and reliably deliver products is critical to a company’s standing with stakeholders, including government clients, partners, and the general public. Delays in production or missed deadlines can lead to questions about the company’s efficiency and reliability.

The stakes are high. A damaged reputation in the defense sector can have long-term consequences, from losing critical government contracts to eroding public trust. Defense companies need to communicate effectively during times of supply chain stress, reassuring stakeholders that they are capable of managing disruptions while fulfilling their obligations.

Preparing for the Next Disruption

For PR and communications leaders in the defense sector, the key takeaway is clear: be prepared to respond quickly and strategically to any coverage of supply chain shocks. While current supply chain pressures may be near historical averages, media narratives are often shaped by past disruptions, making it crucial to anticipate how global conflicts or sudden demand spikes could reignite concerns.

PR teams must continuously monitor the media landscape, tracking coverage of supply chain issues and being ready to provide stakeholders with reassurances about the company’s operational capabilities. By staying ahead of the narrative, communicators can protect their brand from undue criticism and ensure that their organization maintains a strong reputation even in times of crisis.

Communicating the ability to meet demands, even in the face of unpredictable global pressures, will be critical to preserving trust and confidence in the defense industry as a whole. As supply chain shocks continue to make headlines, the defense sector must remain vigilant, ensuring that its reputation is as resilient as its supply chain.

Contact us here to learn how PublicRelay can support.

Watch On Demand at PRSA

The polarizing environment of the 2024 U.S. election season has made communicators more cautious than ever. There is significant concern about being pulled into political discourse because of the potential for misrepresentation and resulting reputational harm.

Unfortunately, concerns of this nature aren’t likely to dissipate anytime soon. It remains critical for communicators to be able to quickly identify political mentions and respond appropriately.

Using real data from media coverage around this year’s election, this PRSA Learning Webinar will discuss how a combination of predictive technology and human assessment can help communicators respond to being brought into political discussions by identifying:

• Articles that require a prioritized response (i.e., those that are likely to go viral).
• Increasing trends in mentions of your brand surrounding a particular topic area.
• Risk areas for political discussion based on mentions of your competitors or peer brands.

By joining this webinar, participants will:

• Learn how to best respond to potential predictions
• Understand the capabilities of current predictive analytical approaches that benefit communicators.
• Explore the foundation needed and methodology used to make accurate predictions.
• Gain awareness of some of the pitfalls of predictive solutions.

This webinar was hosted by PRSA. Watch on demand here.