002 | Be Principled, Not Political: Leading Brand Communications in a Culture War Economy

When markets shake and politics boil over, most brands shrink. But the ones that lead? They know exactly who they are—and they communicate with conviction, not confusion.

In an era of collapsing media outlets, generative AI headlines, and cultural minefields around every corner, public relations isn’t just about scoring coverage—it’s about safeguarding your message, your values, and your reputation. And that starts with principled communication. Let's unpack the reality of modern brand communications: why earned media is no longer the holy grail, how branded market research can catapult your visibility, and what it really means to be “authentic” when the world is watching.

WATCH iiUPCAST HERE

Earned Media Alone Won’t Save You Anymore

Traditional PR strategy has long glorified earned media—those hard-won placements in national outlets or industry trades. But in today’s fractured media landscape, that strategy can fall flat fast. Journalists are stretched thin. Publications are folding. AI is pumping out commodified content.

“Earned media is still valuable,” Carolyn Adams, Founder of Data + PR explains, “but if you put all your eggs in that basket, you're going to miss a lot of opportunities.”

Smart brands are broadening the definition of visibility. They're leveraging branded research, owned media channels, influencer newsletters, and even direct employee engagement strategies to stay relevant. It’s not about abandoning PR—it’s about expanding it.

Branded Research: The New SEO Power Play

AI is rewriting the rules of Search, branded research has become more than a credibility tool—it’s a visibility engine.

Historically, companies used white papers and surveys to establish thought leadership or feed PR campaigns. But today, that same research is what fuels top-of-funnel discovery across search engines and AI-powered answer engines. When ChatGPT, Perplexity, or Google’s AI Overviews scrape the web for answers, they’re not pulling blog posts with vague advice—they’re looking for original data from trusted sources.

“AI is changing search. The companies that are putting out research are the ones showing up at the top,” said Carolyn Adams. “If you're not doing it, you’re already falling behind.”

This isn’t hypothetical. According to Demand Gen Report, 65% of B2B buyers say they find the most value in content with original research and data when evaluating a purchase. Why? Because it answers real questions, builds authority, and makes a brand instantly more credible.

But the opportunity is even bigger than that. Branded research positions your company to become the cited source—not just in media pitches or white papers, but in the language of search itself. As AI models evolve, they’re increasingly surfacing original data to respond to prompts that address current trends, impact of work, and buyer priorities.

If your company is the one providing that data, you don’t just get traffic—you become the reference. For example, a B2B commerce client that consistently publishes proprietary research. Their reports don’t sit on a shelf—they’re repurposed into blog content, PR stories, newsletter features, and social snippets. The result? They now rank #1 on Google for multiple category-level keywords. They’re also regularly cited by both AI tools and trade media, giving them a long-term lead gen advantage.

And here’s the strategic edge: research content compounds. If you run even one annual “flagship” study and update it year-over-year, your brand builds a library of relevance. Each new wave of data boosts your domain authority, strengthens your AI discoverability, and deepens your perceived expertise in the market.

Crisis Planning Is the New Marketing Strategy

Most startups and mid-sized B2B companies ignore crisis communications. It feels distant. Reactive. Corporate. But in a polarized, clickbait-driven world, even a harmless misstep can become a PR wildfire.

That’s why Carolyn Swim and Karen Adams, founder of Words For Hire urge every company—especially founders—to build proactive crisis communication plans now, not later.

“You can’t call 911 when your company is under fire,” Swim says. “But you can have a plan that tells your team exactly what to do in the first five minutes.”

The best plans are simple and scenario-based: map potential risks, assign spokespersons, pre-write holding statements, and simulate response workflows. Think of it as brand CPR. You’ll thank yourself later.

Know Your North Star—or Risk Losing the Market

Here’s the uncomfortable truth: many brands have no idea what they stand for. Sure, there are mission and values statements—framed and forgotten in the office lobby. But when real pressure hits, they’re mute.

That’s a fatal flaw.

“If your employees can’t articulate your values, your customers definitely won’t trust them,” says Asher. “Your words have to be lived—from the basement to the boardroom.”

When controversy, tragedy, or political events dominate the headlines, principled companies don’t panic. They speak clearly, confidently, and consistently—because they’re rooted in something deeper than trend-chasing. Companies like REI don’t need to signal where they stand on every issue. Their values are clear in their actions. And that builds long-term trust that transcends the news cycle.

Let’s Talk About “Authenticity”—Or Maybe Let’s Not

For the better part of a decade, “authenticity” has been the holy grail of brand messaging. It’s been on every strategy deck, every panel, every keynote. But somewhere along the way, the word lost its meaning—and worse, its value. Authenticity was supposed to help brands sound human, transparent, and trustworthy. Instead, it became an overused buzzword that gave rise to performative vulnerability, cringey overshares, and a blurry line between leadership and live journaling. The result? Audience fatigue and diminished trust.

Today’s audiences are more skeptical and discerning than ever. According to a Edelman Trust Barometer 2023 report, 61% of global respondents believe that brands “are using social issues as a marketing ploy”—up from 53% just two years earlier (Source: Edelman Trust Barometer 2023. https://www.edelman.com/trust/2023/trust-barometer). That data point tells a story: audiences aren’t just tired of inauthentic authenticity—they’re actively rejecting it.

So where does that leave modern brands?

In a better place, actually. It’s time to move past the performative expectations of “being real” and instead lean into clarity, consistency, and accountability. Your audience doesn’t need your brand to be their best friend. They need you to deliver, communicate clearly, and follow through on your promises. They need to trust that when you say something, you mean it—and when you don’t say something, it’s intentional, not evasive.

This doesn’t mean brands should become robotic. It means being strategic about what you say, why you say it, and how it aligns with your values. Don’t overshare, but don’t spin. Don’t pretend you have all the answers—but do show you’re listening. Respect, not rawness, is what drives long-term loyalty.

WATCH iiUPCAST HERE

Final Thought: Your Reputation Is a Bank Account

Whether you're a startup founder or a B2B CMO, remember this: your reputation is a bank account. Every thoughtful message, every values-driven campaign, every crisis handled with care—it’s a deposit. And when things go sideways (and they will), you’ll need to make a withdrawal.

“Make the deposits in advance,” Swim urges. “Because if you're always scrambling to catch up, your audience will know—and they won’t be there when it counts.”

When your brand messaging feels stuck, tangled, or simply ineffective, you don’t need a new trend—you need a smarter strategy. Omicle helps B2B companies get untangled and unstuck so they can unleash their full potential. From brand clarity to crisis readiness, we help you build trust that scales. Let's get started today.