Etched Communication

Etched Communication Culture. Causes. Crises. Comms.

Cultivate... Progressive... Influence... Cultivate progressive influence -- standing alone, or combined to make one statement this embodies Etched.

05/22/2026

In PR, a single move can make a brand or break a reputation.

This week, our Founder & CEO, Toni Harrison, takes a deep dive into the latest headlines to separate the PR Wins from the absolute Woes.

Whether you're navigating a crisis or launching a global campaign, these are the real-time lessons every leader needs to hear.

What is your biggest PR win this week? Let us know here 👇

05/11/2026

From the high-stakes containment of Hantavirus communications to the high-glitz strategy behind the Met Gala, one truth remains: precision is non-negotiable.

Get the latest PR Wins and Woes directly from our Founder & CEO, Toni Harrison. Fresh industry intel, served with a double shot of unfiltered expertise.

Which do you find more challenging: managing a reputation in a crisis or making a mark on the red carpet? Let us know your thoughts!

Mother’s Day means something different to each of us.Today, we honor every experience — the love, the loss, the distance...
05/10/2026

Mother’s Day means something different to each of us.

Today, we honor every experience — the love, the loss, the distance, the choice, the hope and the joy.

Every story matters.

True or False? Trains can move on any track, in either direction at any time. TRUE. That's what the Etched team shared l...
05/05/2026

True or False? Trains can move on any track, in either direction at any time.

TRUE. That's what the Etched team shared last week for Dia de los Niños.

It was an honor to be part of a cultural celebration where community partners came together to bring resources, goodies and fun to families in the neighborhood.

This is who...and what they do now!Turns out our leaders have always had personality.Meet the little ones who grew up to...
03/10/2026

This is who...and what they do now!

Turns out our leaders have always had personality.

Meet the little ones who grew up to power the Etched team.

The PR industry is having its own PR moment.And how we respond — as practitioners, as agencies, as a profession — will d...
03/06/2026

The PR industry is having its own PR moment.

And how we respond — as practitioners, as agencies, as a profession — will define how clients and journalists see us for years.

Our CEO Toni Harrison has been thinking hard about what it means to lead ethically in a politicized environment without becoming partisan. She's named four things PRSA could do right now to serve members without stepping into electoral politics:

→ Define "apolitical" vs. "nonpartisan" — they are not the same
→ Build a toolkit for leading through politicized environments
→ Issue practice advisories when the work is directly affected
→ Defend press access as a profession-specific issue — not a party one

These aren't radical positions. They're professional ones.

This is the kind of leadership our industry is hungry for. And it's the kind of thinking we bring to our clients navigating high-stakes environments every day.

Read Toni's full argument on Substack at https://bit.ly/4d0SpNG

Our founder Toni Harrison has a message for the public relations industry — and it starts with something every journalis...
03/04/2026

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.

đź“© Subscribe to on Substack for more.

03/03/2026

During Black History Month, our team joined McReynolds Middle School’s celebration, helping connect students and families with important rail safety resources.

Through conversations, safety materials, books and school supplies, we’re proud to support efforts that spark meaningful dialogue and strengthen community awareness.

Community impact doesn’t happen by accident. It’s intentional. How do you show up for your community?

Black History Month invites reflection. It should also prompt recalibration.In the latest CommPRO article, “Neutrality D...
02/27/2026

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

02/12/2026

PRSA’s “apolitical” stance sparked a bigger question for our industry:
If we make headlines, how can we pretend we’re not in them?

Our founder, Toni Harrison, unpacked what Public Relations Society of America (PRSA)’s position signals in today’s environment and what nonpartisan, ethics-led leadership can look like without stepping into electoral politics.

Published in PRWeek. Link in comments.

We’d love your take: What does responsible industry leadership look like right now?

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