A Recent Example

This dynamic shows up across the country. In Menomonie, Wisconsin, the city approved the annexation of several hundred acres of farmland tied to a possible data center project. Public information was minimal — residents were told only that a major tech company might be involved — and the city released a short FAQ without much detail (which had to be quickly edited). That limited context led people to speculate about the scale and purpose of the project, and concerns spread quickly across the community. All of this happened before the developer participated in any formal conversation.

The Data Center Reality

In most cases, the issue isn’t the project itself. When a zoning notice becomes the first introduction, people assume decisions have already been made. They start filling in the blanks with whatever information is available, accurate or not. Although a developer may think they’re being cautious by waiting to speak until details are finalized, it comes across as intentionally withholding information.

Local officials feel pressure to respond quickly, often before they’ve had a full briefing. Social media discussions pick up speed, driven more by speculation than by detail. Once that early version of the story takes hold, it’s difficult to shift, even if the development team can support its project with community-positive facts.

What developers often underestimate is how quickly narrative gaps fill themselves.

Residents talk to each other long before they hear from the company. A single unanswered question — about power use, traffic, noise, or water — can become a larger symbol of mistrust. People react as soon as they sense something is happening nearby, even if the developer is still working through utility coordination, environmental review, or internal approvals.

Early communication doesn’t require sharing every detail before it’s finalized. Simply acknowledging that a project may be in consideration and offering a path for people to understand what’s coming can alleviate initial community concerns. When a project team is the first to explain what’s happening, and why, communities are far more willing to listen. Even a short initial conversation with local officials or nearby residents can prevent assumptions from snowballing. The narrative always forms early. The question is whether it for

The post Why Data Center Narratives Form Early appeared first on Buchanan Public Relations.

Over the past year, I’ve noticed a shift in the conversations I’m having about media relations.

When we’re hiring for open positions, for example, we often ask interview candidates where they get their news. Years ago, these answers were usually what you’d expect: “The Wall Street Journal, New York Times, The Philadelphia Inquirer…”

Over the last several years, most candidates were citing news apps and social media platforms.

Most recently, the answers sound something like “Aaron Parnas, Heather Cox Richardson…”

It’s official. We have fully entered the era of creator journalism. What once felt niche is now mainstream.

For years, our industry has been buzzing with conversations about shrinking newsrooms and declining print circulation. But today, the conversations feel different. There is energy around new ways to consume news and tell important stories.

Let’s go back to Aaron Parnas for a moment. Millions of people turn to him for breaking news updates, often in real time. His reporting moves quickly. His distribution is native to the platforms where his audience already spends time. The relationship he has built is direct and personal.

When major news breaks, I’ve found myself checking his feed alongside (and sometimes even before) traditional outlets. And I know I’m not alone in that habit.

That behavioral shift signals something significant: audiences are increasingly looking to individual journalists rather than relying exclusively on institutional brands. More trust is developing at the person-to-person level. The newsroom is still relevant, but the individual voice carries weight in a way it didn’t a decade ago.

For organizations, this shift should change how a PR strategy is approached.

Traditional outlets remain essential, particularly for industries where credibility and institutional validation carry significant weight. A feature in a respected publication still holds value with prospects, boards, investors, policymakers, and other stakeholders. And in the age of AI search, online coverage from established outlets plays an important role in GEO (that’s a whole blog post itself for another time!).

What has changed today, however, is the range of places where meaningful coverage can occur.

Creator journalists are building highly engaged audiences around specific topics like healthcare policy, legal reform, higher education trends, regulatory shifts and more. In many cases, those audiences are deeply invested. Engagement is often stronger than what a standard online article might generate.

At our agency, we’ve started treating creator journalists as part of the broader earned media ecosystem. We evaluate their reach just as we would with traditional reporters, include them on our media lists and pitch them when the opportunity is right. We also advise clients on the value of visibility with Substack writers and podcasts. (Side note, we’re geeking out a bit over the recent launch of The Independent Journalism Atlas which offers deeper insights into creator journalists and independent reporters than what has historically been available through databases like Meltwater and Cision.)

Looking ahead, I expect several developments in creator journalism that will continue to shape how we approach PR strategies with our clients.

I believe independent journalists will continue to professionalize their operations, building more sophisticated subscription models and formal editorial processes. More reporters will leave traditional outlets to grow audiences on their own platforms. Media strategies will shift from being outlet-driven to audience-driven. And, leadership teams will want clearer reporting on the impact of creator coverage alongside traditional earned media.

Organizations should adapt thoughtfully to this shift, as a strong communications strategy now requires a broader view of influence. That means understanding not only which publications reach stakeholders, but which individuals shape their thinking. And for many of our clients, especially those in complex or nuanced industries, this opens up opportunities. Creator journalists often cultivate niche communities that care deeply about specific issues. Even if the reach isn’t as broad as other outlets, there is much more genuine alignment between expertise and audience interest. Quality over quantity.

I firmly believe that the news landscape isn’t collapsing like many were once afraid of. Rather, it is decentralizing. Influence is spreading across platforms and personalities rather than concentrating within a smaller number of institutions.

In short, traditional media remains valuable and creator journalism expands the field. The most effective PR strategies will account for both.

Our role as advisors is to help clients get the right kind of attention in the right places. Reach out to us to discuss how to incorporate creator journalists into your broader PR strategy.

The post How Creator Journalism Is Reshaping the News Landscape appeared first on Buchanan Public Relations.

Working at a Philadelphia‑based professional services firm that welcomes new interns each semester and hosts apprentices twice a year, we see firsthand how critical it is to prepare young people for the transition from classroom learning to professional life. For many students, that transition is no longer straightforward. The world today is defined by rapid change, shifting industries, evolving technologies, and an increasingly competitive early‑career landscape. Academic preparation matters, but it is no longer enough on its own. Students need exposure, guidance, and meaningful opportunities to test‑drive career paths before they set foot in the workforce. 

That’s why school‑to‑career initiatives play such an important role in shaping the next generation of talent. For employers like Buchanan PR, these efforts offer tremendous value. When young employees arrive at our firm through internship or apprenticeship tracks, they bring curiosity, energy, and a desire to learn; but they often also bring uncertainty about what professional life really looks like. Programs that introduce students to real environments earlier help bridge that gap. They provide the context students need to understand how their skills translate to actual work and where their interests can lead them. Just as importantly, they help organizations identify and nurture emerging talent long before the hiring process begins. 

These initiatives also foster collaboration between school districts, technical training centers, universities, employers, and workforce boards. By strengthening these partnerships, students gain clearer direction, and businesses gain clearer insight into the future workforce. Initiatives like Pennsylvania’s Schools‑to‑Work program are key to building workforce readiness among the next generation of professionals. Access to apprenticeships and pre-apprenticeships help young people graduate not just with a diploma, but with a defined path forward, equipped with industry credentials, hands‑on experience, and professional networks. We see similar outcomes in our own intern and apprenticeship cohorts. Students who have had early exposure to workplace settings enter entry-level roles more confident, more adaptable, and better prepared to contribute meaningfully. 

Accessibility is critical in a rapidly evolving labor market. Today’s students face rising costs of education, new technological demands, and a shifting economic landscape; early, practical experiences can make all the difference. They open doors and create pathways that can ultimately lead to long‑term professional growth.  

As a company committed to developing future talent, we recognize how essential structured pre-career opportunities are for students and employers alike.

Curious about our internship and apprenticeship programs? Learn more here.

The post Building a Stronger Workforce Through Early Career Pathways appeared first on Buchanan Public Relations.

The post Why Community Relations Determines Data Center Success appeared first on Buchanan Public Relations.

Across Instagram and TikTok, consumers commented on how the new brand aesthetic could be easily mistaken for a knockoff or kids’ product. From a PR standpoint, the backlash highlights a specific and increasingly common risk: when a rebrand unintentionally signals lower value.

Why “cheap” is a particularly damaging reaction 

“Cheap” is one of the most damaging criticisms a brand can face, because it signals more than aesthetic dislike; it also reflects a shift in perceived value. While Tree Hut’s formulas weren’t being questioned, consumers were reacting to what the new look communicated. 

In categories like beauty and self-care, visual identity often functions as a proxy for experience. When packaging appears less premium, consumers assume the product experience has changed, even if it hasn’t. 

How the rebrand changed the brand signal 

The updated Tree Hut branding leaned into rounded, bubbly typography, simplified graphics, and brighter, more uniform color usage. 

On their own, these elements aren’t inherently wrong. But combined, they shifted the brand’s visual signal. What once appeared to be a high-quality, familiar staple began to read as juvenile, overly trendy, and easy to replicate. 

This is where rebrands often backfire: design choices optimized for flexibility, speed, or trend alignment can unintentionally reposition a brand negatively in consumers’ minds. 

Why timeless branding often outperforms trend-driven design 

One of the clearest lessons from the Tree Hut backlash is the value of timeless branding over trend-driven aesthetics. Timeless branding ages more gracefully across platforms and retail environments, preserves recognition and trust, and reduces the risk of rapid consumer fatigue. 

Trend-driven branding, by contrast, can feel fresh in the moment but vulnerable to backlash when styles shift, or when audiences interpret trend adoption as a loss of identity. When too many brands adopt similar fonts, layouts, and color palettes, differentiation disappears, and consumers become quicker to see them as interchangeable. 

From a PR perspective, timeless branding gives teams a stronger foundation to defend, explain, and reinforce a brand’s value over time. 

Why this became a PR issue, not just a design one 

The backlash escalated quickly across social media, with little narrative guiding how audiences should interpret the change. In the absence of clear framing, social commentary defined the story first. 

Once phrases like “dollar-store dupe” or “for kids” take hold online, they are difficult to reverse. Media coverage often reflects and reinforces that framing, further solidifying perception. 

What PR teams should take from this 

The Tree Hut response underscores several lessons that go beyond this single brand: 

• Rebrands communicate value, not just personality 

• Visual sameness increases comparison and downgrading 

• Playful design can undermine perceived credibility if not balanced 

PR teams should be involved early, not just to explain changes, but to pressure-test how those changes might be read emotionally, culturally, and contextually. 

Why this matters going into 2026 

As more brands refresh their identities, the risk isn’t backlash alone,; it’s also misinterpretation. In crowded retail and digital environments, consumers make split-second judgments based on design. If a rebrand unintentionally signals lower quality, that perception can linger long after the initial rollout. 

“Safe” or trendy design choices don’t always feel safe to audiences, especially when they flatten distinction or dilute brand cues. 

Conclusion 

The reaction to Tree Hut’s rebrand wasn’t about people rejecting change. It was about how that change was interpreted. For many longtime customers, the new look suggested a shift in quality and positioning, even though the product itself hadn’t changed. 

That’s the real risk for PR teams. Rebrands aren’t just design updates; they’re moments when audiences reassess what a brand stands for. When the visual message doesn’t align with existing trust and expectations, the fallout goes beyond looks and starts to affect credibility. 

The post When a Rebrand Looks Like a Downgrade: What the Tree Hut Backlash Reveals About Brand Perception  appeared first on Buchanan Public Relations.

In Wicked: For Good, Elphaba tries to clear her name at the grand opening of the Yellow Brick Road by writing “Our Wizard Lies” in the sky. Unfortunately, Madame Morrible uses her powers to alter the clouds to say “Oz Dies’’ instead. This causes the people of Munchkinland to scream and run in fear. It’s a bit dramatic if you ask me. All I could think was, “Elphaba just can’t catch a break!” Once again, those in power have used their influence to undermine her efforts and manipulate the truth.  
 
When the Damage Is Already Done 
 
Every time Elphaba tries to clear her name, she is thwarted, and her situation worsens. The rumors about her were ridiculous – I watched in disbelief as the Lion accused her of ‘cub-napping’ her (this guy!). Nevertheless, people believed in these accusations because she had already been branded as the villain. Even her own sister, Nessa, was able to convince Boq that Elphaba is the reason he has to drink oil for the rest of his life. 

Ironically, the rumor claiming that water could melt her green skin ultimately saves her, as Dorothy believes she melted and assumes the ‘Wicked Witch’ was finally defeated, freeing her from always being on the run.  
 
Crisis communications often reveal a harsh truth: once you lose control of your narrative, regaining it becomes much more difficult. In reality, if Elphaba had a publicist, she would have been able to live blissfully in her treehouse, singing melodies in D major.  
 
PR Takeaways 
 
Elphaba’s story is a cautionary tale for any brand, organization, or individual. Here’s what we can learn from a PR standpoint:  
 
Be proactive, not reactive – Elphaba’s downfall began when she let others define her, after her confrontation with the Wizard. In PR, waiting until a crisis hits to tell your story means you’re already playing defense. 

Authenticity matters, but so does strategy – Elphaba stayed true to herself, which is admirable. But she failed to communicate her side effectively to the people of Oz. Being authentic without a communication strategy can lead to misinterpretation or, worse, make people think you’re a monstrous villain.  
 
Misinformation spreads faster than truth – The wild accusations against Elphaba gained traction because there was no counter-narrative. Elphaba was truly on a team of one. Not even her old nanny, an anthropomorphic bearDulcibear, would stand by her and help – and they go way back! In today’s world, silence or delayed response can be just as damaging as the false claims themselves. 
 
Your reputation is built over time but can be destroyed in moments – Between her relationship with Glinda and her epic dance at the Ozdust Ballroom, Elphaba had created goodwill amongst her peers. However, once the Wizard and Madame Morrible framed her as a threat, that goodwill evaporated almost instantly. 
 
The lesson is clear: own your story, or someone else will write it for you. And trust me, their version won’t be the one you want told. 

The post When You Don’t Own Your Story, Someone Else Will: A PR Lesson from Wicked appeared first on Buchanan Public Relations.

Those three words bring a flood of memories to many. In 1989 Hershey’s launched its “Christmas Bells” advertisement – the classic dance of red, green, and silver kisses to the tune of “We Wish You a Merry Christmas.” Originally created using stop animation, the advertisement has been updated over the years and now uses CGI for its enigmatic, simplistic visual set to a classic carol.

Today, “Christmas Bells” remains a stellar example of nostalgia marketing – for me, it stands alongside the long-distance brother arriving home on a snowy, early morning to brew a pot of Folgers coffee, and the happy polar bears gracing Coca Cola bottles. Nostalgia marketing is effective because it taps into warm moments and shared experiences.

It’s a powerful marketing tool; Hershey kisses wrapped in holiday colors show up each year on the end caps of our grocery stores before Halloween décor is even packed away.

Nostalgia in B2B marketing

This approach is not only effective for consumer brands. B2B companies can harness nostalgia just as effectively with campaigns that bring together innovative products and services with nostalgic visuals, music, or cultural moments. Think: a technology company creating a campaign around how far we’ve come from fax machines (!) or the infamous Y2K uncertainty. Or a legacy case study calling on a firm’s longevity…a “then and now” introspective that showcases the breadth and experience that clients trust. 

It goes beyond selling a service – it’s evoking a feeling and fostering a lasting connection.

Embrace your past to bolster your future

Let this serve as a gentle reminder to not allow your business legacy, your history, to collect dust in an archive. Whether you highlight a decades-old case study or reference a cultural touchstone that resonates with your stakeholders, this nostalgia strategy remains the same: marry the familiarity of the past with the innovation of the future. The goal is to showcase how your enduring expertise is the very engine driving today’s cutting-edge solutions.

Our past is our foundation. The future is our opportunity. Ask us how we can help you infuse new energy into a storied past to evoke those nostalgic feelings in a way that’s relevant today.

Happy Holidays!

The post Nostalgia Marketing: Building Trust through Shared History appeared first on Buchanan Public Relations.

You’re probably aware by now that under these new rules, journalists’ ability to independently solicit information is incredibly limited. Only a few outlets agreed to the Defense Department’s press rules – One America News, The Federalist and The Epoch Times. But many of the country’s most prominent news outlets – from CNN and The New York Times, to Fox News and Newsmax – refused to sign the new policy and therefore handed in their press credentials.

Let that sink in. These aren’t fringe publications. They aren’t even on just one side of the media bias chart. These are longstanding outlets that have, for decades, been held accountable by the American public to provide critical information about our country’s military activity.

The Pentagon may believe the new rules are a matter of “protecting national security.” But when the government decides the information that can and can’t be shared, that’s not security. That’s a direct threat to freedom of press and a violation of the first amendment.

As discussed in a TikTok video from CNN’s Jake Tapper, one of the most disturbing parts of the new policy redefines what it means to ask for information.

Page 4 says that “any solicitation of Department of War personnel to commit criminal acts would not be considered protected activity under the 1^st Amendment.” Okay, fine. No one’s encouraging espionage, right?

But then, on page 10, “solicitation” is defined as any attempt to gather information, stating that, “Solicitation may include direct communications with specific DoW personnel or general appeals, such as public advertisements or calls for tips encouraging DoW employees to share non-public DoW information.” But “non-public” information doesn’t just mean classified data; it also includes “Controlled Unclassified Information” (CUI), or essentially anything the Pentagon simply doesn’t want discussed. CUI has no legal protection, however.

So, in practice, a journalist could be punished for… doing journalism. For asking questions. For holding power accountable.

In public relations, our work relies on trust. And we can’t build trust in a world where information is filtered through government approval first. Transparency is the oxygen of good communication.

The role of a free press isn’t to make power comfortable. It’s to make power answerable and accountable. That’s what journalists do. And it’s what we, as communicators, should stand behind. Because if the press loses its ability to question, the public loses its ability to trust.

This isn’t about politics. Transparency and truth aren’t partisan issues – they’re democratic ones. We’re talking about a $1 trillion agency funded by American tax dollars. The public has a right to know how those dollars are being spent.

As PR professionals, we stand shoulder-to-shoulder with our journalist peers. Because a free press isn’t just critical for journalism – it’s critical for the integrity of communications.

The post The Pentagon’s New Press Rules Should Worry Every Communicator Who Believes in Truth appeared first on Buchanan Public Relations.

This phenomenon is more common than you might think. Studies suggest more than half of Americans report some form of parasocial connection. With the rise of social media and influencer culture, these one-sided bonds are only becoming more prevalent.   

What Are Parasocial Relationships? 

Essentially, parasocial relationships are one-sided emotional connections. The individual feels intimacy, trust, and familiarity with a media figure, even though the figure has no awareness of their existence. 

In the past, audiences might have developed these feelings toward beloved TV hosts or radio personalities. Today, the landscape is much broader. YouTubers, influencers, podcast hosts, brand mascots, and even AI assistants or virtual avatars can foster the same sense of closeness. 

Why They Matter in Media and Communications 

For communications professionals, parasocial bonds are powerful because they shape how people consume and respond to content. Someone who feels connected to a creator or brand is more likely to trust their messages, return to their platforms, and engage in word-of-mouth sharing. These bonds can also influence behavior, whether it’s making a purchase, supporting a cause, or changing an opinion. 

This trust is rarely granted to traditional corporate messaging, which can feel distant or impersonal. Instead, audiences lean toward personalities that feel familiar, relatable, and consistent. That’s why parasocial dynamics have become such a strong force in today’s media ecosystem. 

Parasocial Dynamics in Today’s Media Landscape 

The most visible example of parasocial connection is influencer culture. When audiences feel like they “know” a creator, brand partnerships can carry the weight of a personal recommendation. But the effect is not limited to influencers. Podcast hosts and journalists often inspire similar feelings: listeners frequently describe them as trusted companions, even without any direct interaction. 

And then there’s the emerging role of AI and virtual personas. From chatbots that carry on friendly conversations to fully digital influencers with millions of followers, technology is expanding the ways parasocial relationships can form. These new frontiers raise both opportunities and questions about how “real” connections should be defined. 

Risks and Considerations 

The power of parasocial relationships also comes with challenges. When a trusted figure behaves in ways that clash with audience expectations, the sense of betrayal can be intense. Forced or inauthentic partnerships can backfire and break the illusion of connection. And on a societal level, heavy reliance on parasocial bonds can blur the line between real and imagined relationships, especially for younger audiences who spend significant time online. 

The Takeaway 

Parasocial relationships are no longer just a quirk of celebrity culture: they are a defining feature of how people interact with media today. From influencers to corporate voices to AI companions, these one-sided connections shape trust, loyalty, and engagement in profound ways. Just like friendly spirits on Halloween, they can feel present, familiar, and a little uncanny: reminding us that sometimes the most powerful connections exist only in our imagination. 

For communications professionals, the key takeaway is not necessarily to manufacture parasocial bonds, but to understand them. They reveal why some voices resonate more deeply than others and why certain messages spread while others fade. By paying attention to the emotional undercurrents of media consumption, PR and marketing professionals can better navigate an environment where following someone can feel as personal as knowing them. 

The post Not Just a Fan: How Parasocial Bonds Drive Trust, Loyalty, and Engagement  appeared first on Buchanan Public Relations.

From her New Heights podcast experience with Travis and Jason Kelce, her Instagram engagement announcement with Travis, and her upcoming album, The Life of a Showgirl, releasing this week, Taylor Swift has again been dominating headlines recently.

In a previous blog post, we explored the phenomenon that is Swift’s media strategy. As a newer BPR member, a forever Taylor Swift lover, and a recent college graduate, her brand strategy of authenticity, storytelling abilities, social media tactics and user-generated content (UGC), and consistent branding have all contributed to the success of her overall brand image.

Authenticity

In Swift’s recent appearance on the New Heights Podcast, she gave us a deeper look into her authentic self. She shared insights into reclaiming her master recordings, something fans have been dying to know. She also shared a new tidbit, one that entails her sourdough baking obsession. And, arguably most important, Swift shared the announcement of her new album, The Life of a Showgirl, which was the first time she had announced an album on a podcast.

Overall, the ability to open up on the podcast and interact with her audience in a new way highlights the power of authentic communication in Taylor Swift’s brand strategy. By sharing her story on a podcast with people she is comfortable with, versus a typical media interview, she was able to be herself and feel empowered to share this side of her.

Lesson learned: Communicate authentically and transparently. Know who your brand is at its core and stay true to it.

Storytelling and Controlling the Narrative

We all know Swift’s music tells stories – whether they are real or fabricated. She also tells stories through her performances on tour and with her re-recorded albums, where she ensured those stories were told on her own terms while fully owning the rights to her work.

This is why it was so special for her to join now-fiancé, Travis Kelce, with his brother, Jason Kelce, on their podcast New Heights. Growing up in the spotlight, Swift has faced scrutiny in the media over stories out of her control. Joining Travis and Jason, two brothers she has grown to trust, on their podcast to announce her new album allowed her to control the narrative of her new album and share details about her life in a way she knew would not get twisted online.

Lesson learned: Effective storytelling isn’t just about the story itself. It’s about where, when, and with whom you share it.

Leveraging Social Media and User-Generated Content

Through Swift’s authenticity and storytelling, she has cultivated a large, loyal fan base who cares deeply about her and her music. Swift is known for her “Easter Eggs” – small messages hidden in her performances, social media posts and more – for her audience to pick up on about what she is working on. These easter eggs build excitement around her loyal fanbase. They share their theories on social media and engage other “Swifties” to share their ideas, too. Swift’s messages and overall brand are shared online without her having to ask.

Lesson learned: Leveraging social media and user-generated content builds excitement, drives engagement and spreads the message organically. When you combine that with a loyal audience, you don’t have to include a direct call to action.

Consistent Branding

While Swift explores her different “eras,” she has remained consistent with her authenticity, storytelling and social media approaches. As she was going through different times in her life, she remained consistent with her branding and who she is. This has helped build a strong, trusting relationship with her fans and audience.

Lesson learned: Solidify your brand and remain consistent. Consistency allows you to build trust with your audience.

Overall, Taylor Swift’s brand strategy is a key factor in her success. Her ability to remain authentic, tell compelling stories while controlling the narrative, leverage social media, and maintain consistent branding has not only sustained her relevance but also elevated her to a generational icon. For brands looking to deepen trust, spark organic engagement, and stay ahead in a crowded media landscape, Swift’s approach offers a great example.

The post The Life of a PR Girl: Takeaways from Taylor Swift’s Brand Strategy appeared first on Buchanan Public Relations.