Michael Collins, the Apollo 11 Command Module Pilot, spent 21 and a half hours alone in space – watching, waiting and trusting that Neil Armstrong and Buzz Aldrin would safely complete the first manned landing on the moon. He believed the hard work of the men and women on earth would ensure their success – and he was right. They succeeded thanks to technological advances humanity had never known before. Traveling back to earth with his fellow astronauts, Collins remarked that “it is most important that we be going forward.”

While it’s safe to say Collins was just hoping they were headed in the right direction home…humanity has steadily progressed forward, with technology innovation from both the 20^th and 21^st centuries guiding us along the journey.

There is a lot of discussion around trust and technology today. The so-called ‘techlash’ has emerged because some feel that a few of the most innovative companies have gotten too big, too powerful and too unmanageable. However, they have reached this point because people crave the innovation they provide. We trust them with our data because we know that without this trust there would be no innovation – no forward movement.

On July 20, we will celebrate the 50-year anniversary of Neil Armstrong and Buzz Aldrin first taking their “giant leap for mankind.” And in the past five decades, we have made leap after leap – creating a world few could have previously imagined.

As I write this post (on my wireless keyboard), I briefly peek at breaking news and Instagram alerts on my mobile phone, comforted in the knowledge that my document is constantly autosaving. It goes without saying that the technology industry has evolved over the past 50 years—making our lives simultaneously easier and more complex. While they may pick on their parents and grandparents for not knowing how to add an attachment to an email, the Millennials and Gen Z’ers out there that cannot imagine a world without Snapchat, streaming video or Wi-Fi should note that these modern conveniences were things of science fiction when their parents were their age.

Eight years before the moon landing, in 1961, sitting president John F. Kennedy announced the goal of sending an American safely to the moon before the end of the decade. As a result, NASA engineers and the best and brightest academic minds of the time set forth on a journey that would rapidly accelerate the pace of technology development. The intense, exhaustive research and development that powered all the Apollo missions, including Apollo 11, launched humanity in the direction it has gone since, paving the way for the hyper-connected, technology-dependent world we live in today.

Many – if not all – of the technology we use today can track their roots in some way to Apollo and the related research and innovation conducted by NASA scientists and engineers at the time. In fact, despite the speed of change and adoption we face today, the changes we experienced 50 years ago remain unprecedented – and forever life-altering. The emergence of categories like consumer electronics and enterprise computing systems point directly to this moment in time. Companies like Intel, Boeing and IBM grew, at least in part, because of the space program.

We can sometimes take the wealth technology products and services we use every day for granted. And it’s easy to point a finger and take aim at companies for misusing our data or influencing government policy, but we are responsible for their growth and power. Our insatiable hunger to get to the moon 50 years ago had a profound, everlasting impact on our world. We have adapted and evolved, welcoming new technology into our homes, cars and businesses.

And we will continue to trust and evolve, despite our occasional concerns and demands for regulation, because that is human nature. As Michael Collins said, it’s “amazing how quickly you adapt – why, it doesn’t seem weird at all to me to look out there and see the moon going by, you know?”

Interested in learning how technology companies can make an impact in an age of increased techlash? Find out how in our latest technology report, “From Darlings to Damaged.” 

It’s easy to dismiss the sophistication of the emoji. 

Emojis are firmly embedded in our digital language and even show up IRL in Halloween costumes. As communications professionals, we should be in awe of something that crosses cultures, mediums and language with ease. So on this World Emoji Day, let’s step back and consider the emoji in its proper context as an international ? builder.

But first, a bit of history. As most of our cultural trends here in the states, emojis were birthed in Japan and originally came in the form of an emoji-only keyboard, only available to Apple users in Japan. Only after iPhone users in the US downloaded the Japanese keyboard en mass did Apple make it an international standard. In 2010, emojis were finally adopted into the international coding standard called Unicode and universally available on both Apple and Android operating systems. 

Today the process for proposing an emoji is simple and accessible to anyone. Unicode Consortium, a non-profit international organization responsible for making sure people around the world can use a computer in any language, approves every new emoji. Anyone can submit a proposal to the consortium—yes, even you— with a bit of rationale for why it should be added. For example, Courtney Milan is a historical romance author and is responsible for our ? emoji. She documented the approval process and her rationale was as follows: (Emphasis added for dramatic effect!)

“The current selection of emoji animals is missing a vital portion of natural species. While there are alligators, koalas, mice, snakes, whales and dragons, utterly missing from the emoji pantheon are any extinct creatures. Specifically, none of the prehistoric dinosaurs that have captured the human imagination and become a part of our global culture are present. This proposal details a set of Jurassic emojis to fix this situation once and for all.”

But not to be outdone, brands, celebrities, and organizations are a regular contributor to the emoji submissions. Kit Kat proposed that a breaking candy be added, Tony Hawk helped the consortium design a more accurate board and Google asked for more professional emojis to be added to help reduce gender restrictions. 

This year 230 new emojis are being added to the list, and while there are many simple new additions like the flamingo, the theme for the year is clearly representation and inclusiveness. 

• Persons with a disability and medical equipment
• • Mechanical Arm 
  • Mechanical Leg 
  • Man With Probing Cane 
  • Woman With Probing Cane
  • Man in Motorized Wheelchair
  • Woman in Motorized Wheelchair
  • Man in Manual Wheelchair
  • Woman in Manual Wheelchair
  • Guide Dog
  • Service Dog
  • Manual Wheelchair
  • Motorized Wheelchair
  • Probing Cane
• Gender-inclusive relationships
• • Women Holding Hands
  • Woman and Man Holding Hands
  • Men Holding Hands
• International culture 
• • Falafel
  • Maté
  • Hindu Temple
  • Auto Rickshaw
  • Sari
  • Diya Lamp

While new emojis offer new opportunities for brands to speak to universally relevant topics of inclusiveness, it’s important to always keep the tone in mind. The best examples from brands are when there’s a natural fit and the use of the emoji doesn’t feel forced. Emojis are fine for most light and playful posts. We wouldn’t advise brands to use emojis for complex or solemn topics as it might come across as inappropriate and tone-deaf.

Emojis are important because, in a world where we are increasingly aware of what divides us, they remind us of the experiences we share. They remind us of things that we know so inherently that we can look at a picture and know what is being communicated no matter where you live. 

To celebrate this year’s World Emoji Day, let’s all join together to think of communication in more universal terms and appreciate the emoji for what it is. The world’s first universal language. 

Our most basic common ? is that we all ? ➡️ ?. We all ? the same ?. We all ❤️ our ? future. And we are all ?. 

– John F. Kennedy

Wimbledon is a sporting occasion steeped in history. It is the oldest and most prestigious tennis tournament in existence and has immortalised players, iconic matches and even song lyrics. On the surface (if you’ll pardon the pun), its quaint, quintessentially British traditions of Pimms-sipping, of strawberries & cream and of very long queues present appetite-whetting opportunities for brands and organisers alike. So too does the strong imagery with which the tournament is associated: the immaculate lawns, the all-white dress code and the sweeping shots of a packed Murray Mound are all purpose-built – in an authentically unintentional way – for effective campaigns.

But over the last few years, a feeling that the tournament has begun to lose its sparkle on and off the court has become unavoidable. Addressing the tennis first, the men and women’s games are struggling, but for polar-opposite reasons. While the reign of the Rafael Nadal, Roger Federer, Novak Djokovic triumvirate has rendered the men’s draw repetitive to the point of boredom, the seemingly utterly random nature of the women’s has come at the price of a­­ny major rivalries being forged nor narratives, told.

Off the court, it looks to be a similar story. Brands’ regular use of UK tennis traditions and – dare we say – clichés have numbed consumers to just how special the tournament is. That said, both brands and organisers who can see this problem emerging, are stuck between a rock and a hard place. This is because many attempts to modernise this darling of sporting occasions and move away from its ‘roots’ can appear contrived and forced.

One also has to entertain the idea that Wimbledon could simply be being out-gunned. Last summer saw an England football side capture the nation’s imagination, and – unfortunately for the big-wigs at AELTC – in doing so, drew the gaze both of brands and Brits for the vast majority of last year’s championships. Similarly, this year the women’s World Cup dominated back pages for Wimbledon’s first week – and that is despite the fairy-tales that were Coco Gauff and ‘MurRena’. Andy Murray returning to the stage has been a glorious swansong for the British supporters, mostly his partnership with Serena Williams in the mixed doubles, but this is unlikely to be seen again.

Looking forward, this misfortune shows little sign of relenting. Fortunately for the organisers, next year’s Olympics will kick off, just after the men’s final on Sunday, but they will have Euro 2020 to contend with. Beyond that, 2022 will bring respite in the form of a winter Football World Cup, but the rise of women’s sport, mean that the previously considered ‘fallow years’, in which Wimbledon can draw the attention of more brands and supporters will be increasingly few and far between.

What, then, in this tricky situation, can be done to make the most of such a unique tournament, and which brands are best placed to do it?

With changes in society, and rule changes in the game, we have seen new sectors market themselves using Wimbledon in novel, and intriguing ways. Data and technology companies have become increasingly involved in the sport, whether through Hawkeye’s now-total assimilation into matches or the ever-increasing amount of data-driven analysis. This now natural connection between the sport, and the companies who provide that data has led to some refreshing, natural and authentic campaigns.

Sportswear brands – unsurprisingly – also play a big role every year. Rather counterintuitively, the draconian enforcement of Wimbledon’s all-whites rule, presents them with a great opportunity. Throughout the ages, players have opted to subvert or bend the traditional all-whites law, and recently We’ve seen sponsors collaborating with streetwear brands, players wearing football shirts, and colourful undergarments. The result is often the same (players get told to wear something different in the next round), but it never ceases to earn eyeballs and column inches.

As the covers are rolled onto Centre Court for the final time, Simona Halep and Djokovic have claimed their respective crowns, exactly how the tournament will retain its mojo remains up in the air. However, we have seen through a string of activity, that there are novel and exciting avenues which both brands and the tournament can pursue, and that life certainly exists in the truly unique tournament that is Wimbledon.

Chris Gratton, who leads our FleishmanHillard Fishburn Sports practice, also contributed to this piece.

Today executives are challenged more than ever before to keep pace with the ever-evolving workplace. Digital transformation, the gig economy and the rise of the next gen workforce are more than just buzzwords – they’re proof points that the business world is radically and rapidly changing all around us.

According to a recent eMarketer report, US digital ad spending is expected to reach $129.34 billion in 2019, accounting for more than half (54.2%) of total media ad spending for the first time ever. While companies are spending more on digital and social media to generate awareness, drive brand preference, manage their reputation and grow their business, their leaders are notably absent from the game.

While 54% of Fortune 500 CEOs have at least some presence on social media, that means that 46% have no social presence whatsoever.

Time and attention are among our most precious resources – particularly for executives, and engaging on social media requires an investment in both. But when executed properly, that investment can yield big dividends – both for leaders and for the company. If you’re an executive and you’re not actively engaged on LinkedIn, here’s what you’re sacrificing:

1. Share of voice. Chances are your competitors are leveraging LinkedIn to elevate their leaders and communicate their vision, mission and values. If you’re not a part of the conversation, you’re not in the consideration set of your potential customers.
2. Relationships. For many years LinkedIn was (rightly) perceived as little more than a place for your online resume and rolodex. Today, LinkedIn is the number one social network for business professionals. By publishing content and engaging in an authentic and human way, you’re earning credibility and favorability with the stakeholders that matter most to you.
3. Speaking engagements. If you want to be considered for a speaking opportunity or keynote address at a top-tier industry conference or event, you’re hurting your chances by not having an effective LinkedIn profile. Conference organizers are looking at everything from videos of previous speaking engagements to social media profiles when evaluating who to book for their events.
4. Media coverage. Google is often the first place that reporters (or anyone else for that matter) turn to for information about a company and its executives. When you Google yourself, what appears above the fold? For those with effective LinkedIn profiles, this typically appears among the top search results.
5. Employee morale. Employees nowadays expect their leaders to be effective communicators. According to Dynamic Signal’s 2019 State of Employee Communication and Engagement Study, 60 percent of employees report that they wouldn’t confidently advise keeping their CEO because of the poor company communication they’ve experienced.
6. Thought leadership. True thought leadership is achieved by articulating a clear and unique point of view that challenges the status quo and puts a stake in the ground. LinkedIn gives everyone the opportunity to essentially have their own blog without the constant pressure to publish. Bring your passion, priorities and perspectives to life by publishing articles on the platform.
7. Business growth. Ultimately, it’s not about you. It’s about your audience. Whether you’re in talent development, sales or in the C-suite, the most successful professionals focus on the needs, wants and beliefs of your audiences.

Becoming a trusted and effective leader requires a lot more than just an effective LinkedIn profile. Research from our FleishmanHillard Navigating Zero Gravity Report affirms that it isn’t enough for the CEO to say something in order to establish and maintain credibility. However, LinkedIn can be a powerful tool to engage in dialogue and reinforce how you are addressing and advancing the issues that matter most to you, your company and your key stakeholders.

By dedicating just two percent of your time (one hour during a 50 hour work week) to building your personal brand on LinkedIn, you can generate a meaningful and measurable return on your investment.