This week's PR Roundup looks at social advocacy lessons from the Institute for Public Relations Bridge Conference, the results of a new small business public relations study, and a new tool to recycle and elevate forgotten brainstorm ideas.

IPR Sessions Showcase Best Practices for Crisis, Advocacy

What happened: This year’s IPR Bridge Conference, held this week in Washington, D.C., reflected the current, charged political environment, and offered many sessions for professionals to learn more about navigating brand advocacy and crisis response. 

Sessions highlighting this included: “Crisis Communications & Rapid Response in 2025: Lessons Learned from the White House and Pentagon,” a presentation given by Chris Meagher, Former Assistant to the Secretary of Defense for Public Affairs, at the U.S. Department of Defense, “Plowing Forward or Shifting into Reverse: How to Navigate the Public’s Changing Demands for Advocacy and Responsibility in Polarized Terrain,” which featured a case study on Tractor Supply’s back and forth on DEI policies, as well as “Risky Business: Executive Advocacy in a Polarized Environment,” where panelists discussed how organizations should navigate the reputational, relational and financial risks that come with business leaders taking stands on social and political issues. 

Communication takeaways: Bradley Akubuiro, a crisis veteran and Partner at Bully Pulpit International, served as a panelist on the Risky Business session, and acknowledged how an organization should know their goals for social or political advocacy, as well as their audience's beliefs. However, he also emphasized the importance of developing a thick skin. 

“It’s dangerous to retreat at the slightest blowback,” Akubuiro said. “People can accept disagreeing with you, but they cannot accept hypocrisy. If you are wishy-washy, you will be an organization to be crucified at this moment.”

And if organizations don’t want to take a stance? Panel members say that is okay, too—but with some footnotes. 

Laurie-Sara Oliver, Managing Director, Strategic Communications at CRA, said not speaking is not a neutral option. 

“If you spoke out before, and now no longer—that’s one of the loudest things you can do,” Oliver says. “It doesn’t mean it’s wrong, but how do we advise our leaders so they know what to do?”

Oliver says she asks clients to meet two criteria when it comes to speaking out: does it affect your business strategy/bottom line, and does it reflect your mission?

Another panelist, Gregg Feistman, Professor of Practice at Temple University, also said not taking a stance is okay sometimes, but only as long as you explain why in a public statement.  

“When it’s a black hole of information, nothing goes out of the black hole, and people may disagree with you, so at least give them an opportunity to understand why you are not going to comment on this issue at this time.”

78% Of Small Businesses Lack Crisis PR Plan

What happened: This week Rosen Group, in partnership with Researchscape International, released its 2025 PR Pulse for Small Business Survey. The report addresses a variety of timely topics including crisis preparation, initiative impact, budget allocation and economic uncertainty. It highlights the PR-related perspectives of 1,000 small business owners across the U.S.

Key findings include: 

• Crisis Preparation: 78% of small businesses have no formal crisis communications plan. Only 14% said they have a comprehensive crisis plan with regular updates and team training, and 8% said they have a formal crisis communication plan written, but not regularly updated.
• Impact: The PR initiatives selected to have the greatest impact on business over the next year included: social media management (56%), content marketing (49%) and media relations (31%). Next on the list were hosting an in-person event (25%), influencer partnerships (23%) and speaking at events/conferences (20%).
• Challenges: Primary challenges for the PR efforts of business included: limited budget (54%) and time constraints (32%). Next were a lack of media contacts (25%), low brand awareness (25%) and no clear PR strategy (23%).
• Budget: 41% said they allocate at least 20% of their annual budget to marketing and PR, while 28% said they allocate 10-19%. Further, 9% said they allocate 50% or more.
• Economic uncertainty: When presented with the following statement—"The more economic uncertainty there is, the more crucial it is to have a smart PR plan"—55% said it completely or mostly reflects their view, followed by 36% who said it somewhat or slightly reflects their view. 

Communication takeaways: It’s always advised, no matter the size of the business, to have some sort of PR plan in place. Lori Rosen, President, Rosen Group, says it remains a bedrock of any business plan, and that the benefits far outweigh the costs. 

“While tactics, technologies and the media ecosystem have certainly changed over the years, the underlying principles behind a smart, effective PR program certainly have not,” Rosen says. “In times of crisis and uncertainty, the stakes are amplified. And there’s no way around it: right now we’re in a time of economic uncertainty.”

However, not every business has the extra resources, particularly in times of economic downturn, to get help with an official plan. In this case, Rosen offers some crisis tips for small businesses running their own crisis response.  

"Craft a clear, concise message that sticks to facts,” she says. “Designate a spokesperson, ideally the owner. Communicate quickly and transparently across appropriate channels, including with any relevant reporters and across social media. Also, never say “no comment”​​—which will raise red flags.”

She also notes how small businesses can prepare a crisis plan on their own. 

“Even before hiring a PR agency, steps such as identifying most-likely scenarios, preparing messaging templates and monitoring media [with free or in-platform tools] will go a long way in preparation efforts and jump starting an action plan."

Not Letting Good Ideas Go to Waste

What happened: Brainstorming can open a floodgate of good ideas. However, when working on a campaign for a client or your brand, it’s most efficient to pick one project to pour a team’s resources into. 

Many times the remaining good ideas will sit in a desktop folder, never to be seen again. 

Spool decided to remedy the pain of those orphaned ideas—finding them homes even though they may not fit the agency’s current clients. According to the agency, several months ago during a team brainstorm, a Cannes-level idea for women’s sports surfaced. But it wasn’t quite right for current clients, which inspired them to create a channel to share ideas like this beyond current clients, in a no-risk, no-obligation way. 

That’s how “Up for Grabs” was born. The tool is essentially an opt-in mailing list that gives away exciting ideas that don’t quite fit the agency's current briefs, but allows them a chance to connect with brands looking for boldness.

How it works: 

• Any brand not on Spool’s e-mail list can sign up at https://bit.ly/upforgrabsbyspool.
• Summaries of available ideas will be shared in bundles as they arise, with no obligation for recipients to review. 
• If a recipient is interested in a particular idea, they can reach out for more details. 

For example: The first batch of shared ideas included the women’s-sports concept as mentioned above, as well as a quick-turn activation idea centered on food trends and a potentially powerful wellness partnership. 

Communication takeaways: Readers, particularly in the agency environment, may look at this idea and do a double-take. However, sharing ideas is nothing new—many brand communicators can find inspiration on social media or through industry awards. This just offers them in a nice, direct, convenient package. 

Catherine Merritt, CEO, Spool, says it's a great way for the organization to showcase its creativity and expand its network. 

“What better way to find new wins and partners than by bringing forth big, bold ideas to brands outside Spool’s client portfolio and offering them the chance to bring these ideas to fruition?” Marritt says. “We hate it when bold ideas go unused, but it happens for various reasons. Up for Grabs gives us the opportunity to share these concepts with brands ready to take them to the next level.”

Nicole Schuman is Managing Editor, PRNEWS.