“Get ready with me to…”, “Unpopular opinion:…”, “POV: you…” Consumers are sure to encounter a few of these phrases as they scroll their social feeds. Influencers have adopted a vernacular for speaking to audiences as part of the development of social trends, but with that vernacular may come high saturation and trend fatigue.

In the sea of sameness, how can a brand’s influencer content stand out? How does a brand know whether a trend is worthy of entering via its influencer partners, or if doing so will backfire?

Brands must know how to ride the trend wave without losing authenticity or instigating fatigue, especially within verticals like beauty, skincare, apparel and retail where this trend vernacular is the most prevalent. So how can brands capture their audience without prompting them to scroll? At FleishmanHillard we help brands break through the noise with creativity and precision.

Timing is everything

There is a sweet spot for hitting the right trends for your brand at the right time. Activate a trend too early and audiences aren’t ready and engaged but activate too late and it can come off as just another play with the trend already cycling its way out of the social conversation. It’s about moving at the speed of culture and activating the right trends to ensure brand relevance with the target audience.

It’s also important to note the difference between macro culture signals, which are larger movements based in cultural truths, and micro “of the moment” social trends, which are manifestations of the macro culture signals that cycle in and out of social conversation. Using tools to understand what your audience cares about from a macro level will help to uncover which related social trends are most relevant to jump into, at the right time.

Ground social-first programming in user behavior and audience data

Combining culture-forward content and engagement strategies with search and creator trends is key, but this is made more impactful with data. Ground your influencer programming in user behavior and leverage the precision of audience data to drive the most impact. FleishmanHillard uses a proprietary methodology to ensure an influencer’s audience aligns with the target audience we’re looking to reach.

Keep creativity at the center

Brief for authenticity. Brief your partners to not fall into the trap of worrying about keeping up with what’s trending and instead have them focus on what’s authentic to them, their content and their audience. In doing so, brands should insert themselves seamlessly into an influencer’s creative without contributing to a trend that’s perpetuating product or vernacular fatigue.

If brands encounter a social trend that is related to a piece of IP that is owned by an influencer or creator, such as a dance, sound or phrase, it’s important to be sure not to capitalize on or exploit their creativity. Instead, provided the source’s audiences align with the brand’s, consider going directly to them for a partnership.

FleishmanHillard operates at the intersection of culture, behavior and platform capabilities, marrying cultural trends, audience insights and influencer best practices to drive impact. By keeping creativity at the forefront with the precision on how, where and when to activate social trends within influencer content, brands can successfully navigate how to authentically activate trends and beat the scroll.

FleishmanHillard’s Retail, Sports and Lifestyle’s Culture Unit has released “Same Shi(f)t, Different Age,” a new report that explores the evolving dynamics between generations and what brands need to know. 

In a landscape often marked by generational discord – highlighted by terms like “OK Boomer” – the report reveals that Gen Z, Millennials and older generations share more common ground than often assumed. As workplace stereotypes and age-related myths shift, the report details the shared values and interests that bridge these generational gaps.  

“Same Shi(f)t, Different Age” challenges outdated narratives and stereotypes, and offers actionable insights for brands to connect meaningfully with these diverse groups.  

Download the full report here.

When the calendars turn to October, most people in the U.S. start to think about Halloween. For many of us in the cybersecurity space, however, we think Cybersecurity Awareness Month! Though it has become a veritable “all you can eat buffet” of cybersecurity content, the U.S. government established Cybersecurity Awareness Month in 2004 as a collaborative effort between government and industry designed to ensure every American had the resources they need to stay safer and more secure online. As communicators, we can, and should, play a critical role in improving the overall security of our organizations by mitigating one of the most significant risks to any network – its users.

The need for education has never been greater. Consumer Reports found that almost 46% of American adults say they’ve encountered an online scam or cyber attack. Last year alone there were over 2.6 billion personal records compromised and trends point to this year being even worse with the number of compromises increasing by 14% already in the first half of the year. Nearly two thirds of all incidents that result in those compromised personal records are caused by human error, so doing what we can to reduce the risk around one of the most common causes of data breaches is imperative.

According to the data, education and training is having a tangible and positive impact on reducing the risk of data breaches. Studies show that the reporting rate of phishing has dramatically increased over the past few years with 20% of users reporting phishing emails in exercises studied in 2023 compared to 5% in 2016. A separate study found that 80% of U.S. adults have signed up for some form of two factor authentication, up from 76% the year prior, partially due to greater awareness of how they can combat common threats to their data. Making more users aware of the threats and what to do if they encounter suspicious activity equals safer networks and more secure data for everyone.

Cybersecurity threats have undoubtedly become more mainstream over the years with more people broadly aware of what they should be looking out for, but effective education and training clearly plays an important role as well – and there is no better time than Cybersecurity Awareness Month to focus on it. As they say – knowing you need something is only half the battle. Making sure what you’re doing to meet that need is impactful is the next step, a fact that was illustrated in a recent study that found while over 80% of people felt staying secure online was important, only 60% felt it was worth the effort.

Key considerations for communicators when planning cybersecurity training and education:

Campaigns should be multi-disciplinary and coordinated between communications, legal, technical and other key organizational security stakeholders.

Training shouldn’t stop and start with an annual, mandatory session but instead should be re-enforced and supported over time with incremental reminders and coaching.

Learning through failure can sometimes be the best teacher, whether that’s through test phishing emails or other tactics.

It’s important to strike the right balance between planning and executing a challenging exercise that helps participants learn, and designing an exercise that is overly punitive that ultimately frustrates participants.

Quality, engaging content that presents the most current and relevant information to users about the threats they should be on alert for is the foundation of any cybersecurity-focused training and education campaign.

An effective employee education and training program won’t reduce your cybersecurity risk to zero, but it’s absolutely essential to mitigating that risk given the growing and ever evolving threats users face today.

In today’s fast-paced digital era, the role of the CIO has transformed dramatically. No longer limited to managing IT infrastructure, CIOs are now strategic leaders shaping the future of business through digital transformation, AI and innovation. At the GDS Group CIO North America Summit in September 2024, top leaders like Eric Firer, CIO North America for Kellanova, and Jean Olive, CIO for John Hancock, gathered to discuss this seismic shift and its implications for business strategy. Understanding this evolution offers PR professionals a significant opportunity to enhance how we communicate and create value for tech-forward clients. As PR professionals, our role is to not only understand this evolution but also to effectively communicate it to our clients and help them navigate the changing landscape.  

Here are the key takeaways from the summit that PR professionals should keep in mind when working with CIOs or in the innovation space:  

CIOs Are No Longer Confined to IT: They’re Strategic Business Leaders  

One of the summit’s dominant themes was CIOs’ evolving role in shaping overall business strategy. Today’s CIOs are not just tech managers, but central decision-makers involved in digital transformation, cybersecurity, data governance and customer experience. PR professionals must reflect this evolution in messaging, positioning CIOs as thought leaders who influence both their companies’ operational and innovation-driven goals. When crafting narratives, consider how technology initiatives align with business outcomes. For instance, when discussing a cybersecurity initiative, focus on how it protects the company’s reputation and customer trust. When talking about a data governance project, highlight how it improves decision-making and operational efficiency.  When crafting narratives, ensure that technology initiatives are tied to business outcomes—helping to drive ROI, efficiency and growth.  

Innovation Is About Problem-Solving, Not Technology  

CIOs at the summit emphasized that innovation is no longer just about adopting the latest technologies—it’s about solving real-world business challenges. PR teams should focus on this shift in messaging. When discussing a company’s tech solutions, concentrate on how CIOs leverage innovation to streamline operations, improve customer experiences and mitigate risks. Stories illustrating real-world problem-solving will resonate more with target audiences than generic tech updates.  

CIOs Seek Partners, Not Vendors  

The summit also highlighted that CIOs seek strategic partners, not just vendors. This presents an opportunity for PR professionals to position clients as collaborators who help CIOs achieve long-term success. Emphasize shared goals, partnerships and value-driven relationships, particularly when discussing transformative initiatives such as cloud migrations, AI integrations or cybersecurity improvements. Messaging should reflect the mutual benefits and long-term impact of these collaborations.  

CIOs Are the New Go-To Voices in Media  

With technology driving the future of business, CIOs are increasingly becoming the media’s go-to experts for commentary on innovation, cybersecurity and the digital landscape. As companies rely more heavily on technology to remain competitive, journalists turn to CIOs for their insights on how these shifts play out in real time across industries. This trend presents an invaluable opportunity for PR professionals to position CIOs as thought leaders. Whether it’s contributing to an industry publication or offering expert commentary on emerging trends, CIOs are now a voice the media wants to hear from. PR teams should actively seek out opportunities to get their clients’ voices into the conversation, positioning them as authoritative sources on technology’s role in shaping the future of business.  

Data-Driven Storytelling: A Must for CIOs  

CIOs make data-based decisions, and PR professionals must do the same when crafting stories. Data-driven storytelling is the practice of using data to inform and shape the narrative. Incorporating metrics, case studies and real-world results into your messaging will help to build credibility. Whether discussing the ROI of a new technology or showcasing the impact of a digital transformation project, always back up your narrative with concrete data that demonstrates value. This approach not only makes your story more compelling but also resonates with CIOs who are accustomed to making decisions based on data.  

Final Thoughts: Evolving PR Strategies for the Modern CIO  

The GDS Group CIO North America Summit 2024 underscored CIOs taking on more strategic roles in shaping business outcomes. For PR professionals, the lessons are clear: we need to adapt our approaches to align with how CIOs think, operate and innovate. By emphasizing partnership, leveraging data-driven storytelling and understanding the business impact of innovation, we can become trusted allies in the CIO’s journey.  

Moreover, with CIOs becoming the new front-runners in conversations around technology and business transformation, they need to be part of media discussions. PR teams have a pivotal role in amplifying these voices, ensuring that CIOs drive internal business decisions and lead public discourse on the future of business.  

This isn’t just about telling better stories—it’s about positioning clients as key players in the future of business transformation. As CIOs continue to take charge of innovation, PR professionals must be there to amplify their vision, articulate their strategy and demonstrate how they are driving real change across industries.