The Right Way to Apologize When You Have Done Wrong

Liz Wainger Crisis Communications Planning, Public Relations-PR Leave a Comment

There is a right way and a wrong way to apologize.  A poorly executed apology can make a bad situation worse. United Airlines is facing one of the worst PR disasters in corporate communications history—a textbook case of what not to do, with something approximating an appropriate apology coming only after United’s stock price plummeted and public outrage spiked to …

Pencils - charcoal crayons - gray scale from light gray to deep black. Illustration over white background.

The Power of Communicating in Shades of Gray

Liz Wainger Message Development Leave a Comment

I don’t know about you but I am tired of a black and white world that squeezes out the shades of gray. We live in a culture where everything seems to be “either/or.”  It is us vs. them.  For or against.  My way or the highway.  Fragmentation and confrontation occurs in every aspect of our lives. We stare at each …

Tunnels and binary code

Avoid the Porosity of Information Trap

Liz Wainger Message Development Leave a Comment

Information about our organizations and our employees flows freely across the Internet in ways we don’t expect.  A medium-sized start-up doing business globally – let’s call them New Company – wanted to promote new hire, Susan, someone they had snagged from Big Competitor. But they didn’t want to mention Susan’s previous work history in the announcement. They had decided they …

3D illustration of a company mission statement with blur effect and many positive words surrounding the main text

Are You Confusing Mission with Message?

Liz Wainger Message Development Leave a Comment

Messaging is critical to getting your point across.  While executives and their teams talk about the importance of powerful messaging, many people don’t really understand what messages are.  One of the biggest misperceptions is that the Mission Statement IS the message. It is easy to see why they might think this way.   Many companies and nonprofit organizations will spend months …


The Prism of Value: Get Your Point Across

Liz Wainger Corporate Communications, Framing Messages Leave a Comment

Most enterprises approach communication from a “Prism of Me,” as opposed to a “Prism of Value.” Think of it this way. A prism takes white light and refracts it to create Technicolor rays.  In our communication, we too often lead with white light, that is, all the things we think they should know about us, or what we think is …