One Viral Post Away: Why Every Business Needs a Crisis Communications Plan
The recent firing of Sutter Health employees after a TikTok video mocking patients went viral is a sharp reminder of today’s reality: organizations are only one careless post away from a public relations crisis. The video, shared by staff at Sansum Clinic’s urgent care in Santa Barbara, showed employees posing with exam-room paper stained by […]
PR SHIELD Reputation Repair
Rebuilding Trust with PR Shield Reputation Repair A strong reputation can take years to build—but only moments to damage. One viral complaint, a wave of negative reviews, or a critical news story can impact how customers see your business and whether they choose to trust you. That’s why PR Shield offers its Reputation Repair package, […]
PR Shield by Synaptic is a Leading Crisis Communications Solution for High-Risk Small Businesses Nationwide
With offices in Detroit and Grand Rapids, Synaptic is redefining crisis communications for small businesses nationwide. Founded by Cyndee Harrison and operated with her daughter and partner Rachael Amato, this woman-led PR and marketing agency equips high-risk industries with the tools and strategies they need to protect their reputations and grow confidently. Synaptic’s signature platform, […]
How Are Brands Still Not Getting This? If Backlash Is Predictable, It’s Preventable
The Context — Two Campaigns, Two Red Flags The fallout from Sydney Sweeney’s American Eagle “great jeans” campaign could have been a valuable lesson. Instead, e.l.f. Cosmetics’ Matt Rife ad highlighted how little has changed in how brands manage influencer risk. Sydney Sweeney + American Eagle American Eagle’s July 2025 “Sydney Sweeney Has Great Jeans” campaign played on a […]
Why Uploading Your Entire Customer List for Reviews Could Be a Risk—Especially for Regulated Industries
Yes, more Google reviews can help your business. Many platforms—like Podium, Birdeye, and GoHighLevel (which is the software that powers PR Shield) offer review request automations. A lot of so-called experts will tell you to “just upload your contacts” and let the system do the work. But here’s the problem: not all industries are allowed […]
What has America learned from the Sydney Sweeney situation? We asked the experts
This article was originally published at CNN.com The great ongoing American conversation escalated into a great American bar fight this summer, as a long and increasingly unhinged national back-and-forth about race, politics, sexuality, the nature of both the Trump administration and fame itself was triggered by … a jeans ad. What happened? American Eagle released […]
When Personal Behavior Becomes Corporate Risk: What Every Business Must Know About Crisis Communications and PR
While most people are talking about the kiss cam behavior, my thoughts go somewhere else entirely—to the men and women whose careers, livelihoods, and reputations are tied to the success of the company led by the two individuals caught in that moment. For them, this isn’t entertainment. It’s uncertainty. Viral moments like this don’t just […]
Association of Chamber of Commerce Executives: Reputation Leads to Revenue
How Chambers and Their Members Can Promote and Protect Their Brands This article first appeared in the Association of Chamber of Commerce Executives Magazine: In today’s economy, trust is currency, and reputation is the engine that drives it. For chambers of commerce and the businesses they support, building a reputation is about prestige and performance. […]
Boca Aquarium or Jewelry Store? What This Viral Moment Teaches About Brand Integrity
What do tropical fish, kids in strollers, and luxury diamonds have in common? More than you’d think — if you recently searched “Boca Aquarium” on Google. The South Florida business behind the controversy, Diamonds by Raymond Lee, temporarily rebranded itself online as an “aquarium” — a tongue-in-cheek nod to the elaborate tanks inside its high-end […]
Secure the Summer: How High-Risk Retailers Can Protect Their Business and Brand
In today’s volatile climate, high-risk businesses are under pressure like never before. Physical threats, PR landmines, and a culture of instant outrage can take down even the most well-run operation. That’s why this summer, Synaptic is partnering with Sapphire Risk Advisory Group to bring you something that could change the way you lead: Secure the […]