Etched Communication

Our founder Toni Harrison has a message for the public relations industry — and it starts with something every journalist learns on day one:

Silence is never silent.

When Public Relations Society of America (PRSA) announced it would maintain an "apolitical" stance, the intent was to protect credibility. But in a moment when journalists are being arrested in connection with newsgathering, when the media ecosystem we rely on is under pressure — apolitical stops being neutral. It becomes neglect.

Toni laid out the case in PR Week. Now she's going deeper on Substack, with four practical steps our industry's leading organization could take to serve members without wading into partisan territory.

Read it here → https://bit.ly/4d0SpNG

If you're a communications professional, a journalist, or anyone who cares about ethical leadership in complicated times — this one is for you.

📩 Subscribe to on Substack for more.

Black History Month invites reflection. It should also prompt recalibration.

In the latest CommPRO article, “Neutrality Does Not Build Trust,” Etched Communication Founder and CEO Toni Harrison explores a critical truth for communicators: Opting for neutrality in moments of cultural tension doesn’t protect brands — it weakens trust.

Research continues to show that diversity and cultural awareness drive stronger performance. Yet many organizations still treat culture as a risk to manage instead of intelligence to leverage.

For those of us in communications:
Are we helping organizations navigate culture with intention — or encouraging them to stay neutral to stay comfortable?

Black History Month isn’t only about honoring the past. It’s about deciding what kind of credibility, leadership, and trust we’re willing to build next.

Read: Neutrality Does Not Build Trust on CommPRO. https://bit.ly/4s7PCqu