/* WARNING: Any changes made to this file will be lost when your Formidable settings are updated */
.with_frm_style{--form-width:100%;--form-align:left;--direction:ltr;--fieldset:0px;--fieldset-color:#000000;--fieldset-padding:0px 0px 15px 0px;--fieldset-bg-color:transparent;--title-size:40px;--title-color:#444444;--title-margin-top:10px;--title-margin-bottom:60px;--form-desc-size:14px;--form-desc-color:#98A2B3;--form-desc-margin-top:10px;--form-desc-margin-bottom:25px;--form-desc-padding:0px;--font-size:15px;--label-color:#344054;--weight:normal;--position:none;--align:left;--width:150px;--required-color:#F04438;--required-weight:bold;--label-padding:0px 0px 5px 0px;--description-font-size:12px;--description-color:#667085;--description-weight:normal;--description-style:normal;--description-align:left;--description-margin:0px;--field-font-size:14px;--field-height:36px;--line-height:normal;--field-width:100%;--auto-width:100%;--field-pad:8px 12px;--field-margin:20px;--field-weight:normal;--text-color:#1D2939;--border-color:#D0D5DD;--field-border-width:1px;--field-border-style:solid;--bg-color:#ffffff;--bg-color-active:#ffffff;--border-color-active:#4199FD;--text-color-error:#444444;--bg-color-error:#ffffff;--border-color-error:#F04438;--border-width-error:1px;--border-style-error:solid;--bg-color-disabled:#F9FAFB;--border-color-disabled:#D0D5DD;--text-color-disabled:#667085;--radio-align:block;--check-align:block;--check-font-size:14px;--check-label-color:#1D2939;--check-weight:normal;--section-font-size:18px;--section-color:#344054;--section-weight:bold;--section-pad:32px 0px 3px 0px;--section-mar-top:30px;--section-mar-bottom:30px;--section-bg-color:transparent;--section-border-color:#EAECF0;--section-border-width:1px;--section-border-style:solid;--section-border-loc:-top;--collapse-pos:after;--repeat-icon-color:#ffffff;--submit-font-size:14px;--submit-width:auto;--submit-height:auto;--submit-bg-color:#4199FD;--submit-border-color:#4199FD;--submit-border-width:1px;--submit-text-color:#ffffff;--submit-weight:normal;--submit-border-radius:8px;--submit-margin:10px;--submit-padding:8px 16px;--submit-shadow-color:#eeeeee;--submit-hover-bg-color:#3680D3;--submit-hover-color:#ffffff;--submit-hover-border-color:#3680D3;--submit-active-bg-color:#3680D3;--submit-active-color:#ffffff;--submit-active-border-color:#3680D3;--border-radius:8px;--error-bg:#FEE4E2;--error-border:#F5B8AA;--error-text:#F04438;--error-font-size:14px;--success-bg-color:#DFF0D8;--success-border-color:#D6E9C6;--success-text-color:#468847;--success-font-size:14px;--progress-bg-color:#EAECF0;--progress-color:#1D2939;--progress-active-bg-color:#4199FD;--progress-active-color:#ffffff;--progress-border-color:#EAECF0;--progress-border-size:1px;--progress-size:30px;--base-font-size:15px;--box-shadow:0 1px 2px 0 rgba(18, 18, 23, 0.05);}.frm_hidden,.frm_add_form_row.frm_hidden,.frm_remove_form_row.frm_hidden,.with_frm_style .frm_button.frm_hidden{display:none;}.with_frm_style,.with_frm_style form,.with_frm_style .frm-show-form div.frm_description p{text-align: var(--form-align);}input:-webkit-autofill {-webkit-box-shadow: 0 0 0 30px white inset;}.with_frm_style .frm-show-form div.frm_description p{font-size: var(--form-desc-size);color: var(--form-desc-color);margin-top: var(--form-desc-margin-top);margin-bottom: var(--form-desc-margin-bottom);padding: var(--form-desc-padding);}.with_frm_style fieldset{min-width:0;display: block; }.with_frm_style fieldset fieldset{border:none;margin:0;padding:0;background-color:transparent;}.with_frm_style .frm_form_fields > fieldset{border-width: var(--fieldset);border-style:solid;border-color: var(--fieldset-color);margin:0;padding: var(--fieldset-padding);background-color: var(--fieldset-bg-color);}legend.frm_hidden{display:none !important;}.with_frm_style .frm_form_fields{opacity:1;transition: opacity 0.1s linear;}.with_frm_style .frm_doing_ajax{opacity:.5;}.frm_transparent{color:transparent;}.with_frm_style legend + h3,.with_frm_style h3.frm_form_title{font-size: var(--title-size);color: var(--title-color);margin-top: var(--title-margin-top);margin-bottom: var(--title-margin-bottom);}.with_frm_style .frm_form_field.frm_html_container,.with_frm_style .frm_form_field .frm_show_it{color: var(--form-desc-color);}.with_frm_style .frm_form_field.frm_html_container{font-size: var(--form-desc-size);overflow-wrap: break-word;}.with_frm_style .frm_form_field .frm_show_it{font-size: var(--field-font-size);font-weight: var(--field-weight);}.with_frm_style .frm_required {color: var(--required-color);font-weight: var(--required-weight);}.with_frm_style input[type=text],.with_frm_style input[type=password],.with_frm_style input[type=email],.with_frm_style input[type=number],.with_frm_style input[type=url],.with_frm_style input[type=tel],.with_frm_style input[type=search],.with_frm_style select,.with_frm_style textarea,.with_frm_style .frm-card-element.StripeElement {font-family:var(--font);font-size: var(--field-font-size);margin-bottom:0;}.with_frm_style textarea{vertical-align:top;height:auto;}.with_frm_style input[type=text],.with_frm_style input[type=password],.with_frm_style input[type=email],.with_frm_style input[type=number],.with_frm_style input[type=url],.with_frm_style input[type=tel],.with_frm_style input[type=phone],.with_frm_style input[type=search],.with_frm_style select,.with_frm_style textarea,.frm_form_fields_style,.with_frm_style .frm_scroll_box .frm_opt_container,.frm_form_fields_active_style,.frm_form_fields_error_style,.with_frm_style .frm-card-element.StripeElement {color: var(--text-color);background-color: var(--bg-color);border-color: var(--border-color);border-width: var(--field-border-width);border-style: var(--field-border-style);border-radius: var(--border-radius);width: var(--field-width);max-width: 100%;font-size: var(--field-font-size);padding: var(--field-pad);box-sizing: border-box;outline: none;font-weight: var(--field-weight);}.with_frm_style input:-webkit-autofill:focus {transition: background-color 5000s ease-in-out 0s;}.with_frm_style select option {color: var(--text-color);}.with_frm_style select option.frm-select-placeholder {color: var(--text-color-disabled);}.with_frm_style input[type=radio],.with_frm_style input[type=checkbox]{border-color: var(--border-color);box-shadow: var(--box-shadow);float: none;}.with_frm_style input[type=radio]:after,.with_frm_style input[type=checkbox]:after {display: none; }.with_frm_style input[type=radio]:not(:checked):focus,.with_frm_style input[type=checkbox]:not(:checked):focus {border-color: var(--border-color) !important;}.with_frm_style input[type=radio]:focus,.with_frm_style input[type=checkbox]:focus {box-shadow:0px 0px 0px 3px rgba(65,153,253, 0.4) !important;}.with_frm_style input[type=text],.with_frm_style input[type=password],.with_frm_style input[type=email],.with_frm_style input[type=number],.with_frm_style input[type=url],.with_frm_style input[type=tel],.with_frm_style input[type=file],.with_frm_style input[type=search],.with_frm_style select,.with_frm_style .frm-card-element.StripeElement{min-height: var(--field-height);line-height:1.3;}.with_frm_style select[multiple=multiple]{height:auto;}.input[type=file].frm_transparent:focus,.with_frm_style input[type=file]{background-color:transparent;border:none;outline:none;box-shadow:none;}.with_frm_style input[type=file]{color: var(--text-color);padding: 0px;font-size: var(--field-font-size);display: initial;}.with_frm_style input[type=file].frm_transparent{color:transparent;}.with_frm_style select{width: var(--auto-width);max-width:100%;background-position-y: calc(50% + 3px);}.with_frm_style input[disabled],.with_frm_style select[disabled],.with_frm_style textarea[disabled],.with_frm_style input[readonly],.with_frm_style select[readonly],.with_frm_style textarea[readonly] {background-color: var(--bg-color-disabled);color: var(--text-color-disabled);border-color: var(--border-color-disabled);}.frm_preview_page:before{content:normal !important;}.frm_preview_page{padding:25px;}.with_frm_style .frm_primary_label{max-width:100%;font-size: var(--font-size);color: var(--label-color);font-weight: var(--weight);text-align: var(--align);padding: var(--label-padding);margin:0;width:auto;display:block;}.with_frm_style .frm_top_container .frm_primary_label,.with_frm_style .frm_hidden_container .frm_primary_label,.with_frm_style .frm_pos_top{display:block;float:none;width:auto;}.with_frm_style .frm_inline_container .frm_primary_label{margin-right:10px;}.with_frm_style .frm_right_container .frm_primary_label,.with_frm_style .frm_pos_right{display:inline;float:right;margin-left:10px;}.with_frm_style .frm_pos_center {text-align: center;}.with_frm_style .frm_none_container .frm_primary_label,.with_frm_style .frm_pos_none,.frm_pos_none,.frm_none_container .frm_primary_label{display:none;}.with_frm_style .frm_hidden_container .frm_primary_label,.with_frm_style .frm_pos_hidden,.frm_hidden_container .frm_primary_label{visibility:hidden;white-space:nowrap;}.frm_visible{opacity:1;}.with_frm_style .frm_inside_container {position: relative;padding-top: 18px;padding-top: calc(0.5 * var(--field-height));}.with_frm_style .frm_inside_container > input,.with_frm_style .frm_inside_container > select,.with_frm_style .frm_inside_container > textarea {display: block;}.with_frm_style input::placeholder,.with_frm_style textarea::placeholder {font-size: var(--field-font-size);}.with_frm_style .frm_inside_container > input::placeholder,.with_frm_style .frm_inside_container > textarea::placeholder {opacity: 0;transition: opacity 0.3s ease-in;}.with_frm_style .frm_inside_container > label {transition: all 0.3s ease-in;position: absolute;top: 19px;top: calc(1px + .5 * var(--field-height));left: 3px;width: 100%;line-height: 1.3;text-overflow: ellipsis;overflow: hidden;white-space: nowrap;padding: 8px 12px;padding: var(--field-pad);font-size: 14px;font-size: var(--field-font-size);font-weight: normal;font-weight: var(--field-weight);pointer-events: none;}.with_frm_style.frm_style_lines-no-boxes .frm_inside_container > label {line-height: 1;}.with_frm_style .frm_inside_container.frm_label_float_top > label {top: 0;left: 0;padding: 0;font-size: 12px;font-size: calc(0.85 * var(--field-font-size));}.with_frm_style .frm_inside_container.frm_label_float_top > input::placeholder,.with_frm_style .frm_inside_container.frm_label_float_top > textarea::placeholder {opacity: 1;transition: opacity 0.3s ease-in;}.with_frm_style .frm_description,.with_frm_style .frm_pro_max_limit_desc{clear:both;}.with_frm_style input[type=number][readonly] {-moz-appearance: textfield;}.with_frm_style select[multiple="multiple"]{height:auto;line-height:normal;}.with_frm_style .auto_width #loginform input,.with_frm_style .auto_width input,.with_frm_style input.auto_width,.with_frm_style select.auto_width,.with_frm_style textarea.auto_width{width:auto;}.with_frm_style .frm_button{text-decoration:none !important;border:1px solid #eee;display:inline-block;padding: var(--submit-padding);border-radius:8px;border-radius:var(--border-radius);font-size: var(--submit-font-size);font-weight: var(--submit-weight);color: var(--submit-text-color);background: var(--submit-bg-color);border-width: var(--submit-border-width);border-color: var(--submit-border-color);height: var(--submit-height);}.with_frm_style .frm_button.frm_inverse{color:var(--submit-bg-color);background:var(--submit-text-color);}.with_frm_style .frm_submit{clear:both;}.frm_inline_form .frm_form_field,.frm_inline_form .frm_submit{grid-column: span 1 / span 1;}.frm_inline_form .frm_submit{margin:0;}.frm_submit.frm_inline_submit input[type=submit],.frm_submit.frm_inline_submit button,.frm_inline_form .frm_submit input[type=submit],.frm_inline_form .frm_submit button{margin-top:0;}.with_frm_style.frm_center_submit .frm_submit{text-align:center;}.with_frm_style.frm_center_submit .frm_flex.frm_submit {justify-content: center;}.with_frm_style .frm_inline_success .frm_submit{display: flex;flex-direction: row;align-items: center;margin: 0;}.with_frm_style .frm_inline_success .frm_submit .frm_message{flex: 1;margin: 0;padding-left: 10px;}.with_frm_style .frm_inline_success.frm_alignright_success .frm_submit .frm_message{text-align: right;}.with_frm_style.frm_center_submit .frm_submit input[type=submit],.with_frm_style.frm_center_submit .frm_submit input[type=button],.with_frm_style.frm_center_submit .frm_submit button{margin-bottom:8px !important;}.with_frm_style .frm_submit input[type=submit],.with_frm_style .frm_submit input[type=button],.with_frm_style .frm_submit button{-webkit-appearance: none;cursor: pointer;}.with_frm_style.frm_center_submit .frm_submit .frm_ajax_loading{display: block;margin: 0 auto;}.with_frm_style .frm_loading_prev .frm_ajax_loading,.with_frm_style .frm_loading_form .frm_ajax_loading{visibility:visible !important;}.with_frm_style .frm_loading_form .frm_button_submit {position: relative;color: transparent !important;text-shadow: none !important;}.with_frm_style .frm_loading_form .frm_button_submit:hover,.with_frm_style .frm_loading_form .frm_button_submit:active,.with_frm_style .frm_loading_form .frm_button_submit:focus {cursor: not-allowed;color: transparent;outline: none !important;box-shadow: none;}.with_frm_style .frm_loading_form .frm_button_submit:before {content: '';display: inline-block;position: absolute;background: transparent;border: 1px solid #fff;border-top-color: transparent;border-left-color: transparent;border-radius: 50%;box-sizing: border-box;top: 50%;left: 50%;margin-top: -6px;margin-left: -6px;width: 12px;height: 12px;animation: spin 2s linear infinite;}.with_frm_style .frm_submit.frm_flex {align-items: center;gap: 2%;}.frm_style_73.with_frm_style{}.frm_forms.frm_style_73.with_frm_style{max-width:var(--form-width);direction:var(--direction);}.frm_style_73.with_frm_style .form-field{margin-bottom:var(--field-margin);}.frm_style_73.with_frm_style p.description,.frm_style_73.with_frm_style div.description,.frm_style_73.with_frm_style div.frm_description,.frm_style_73.with_frm_style .frm-show-form > div.frm_description,.frm_style_73.with_frm_style .frm_error,.frm_style_73.with_frm_style .frm_pro_max_limit_desc{margin:0px;padding:0;font-size:12px;color:#667085;font-weight:normal;text-align:left;font-style:normal;max-width:100%;}.frm_style_73.with_frm_style .frm_form_field.frm_left_container{grid-template-columns: 150px auto;}.frm_style_73.with_frm_style .frm_form_field.frm_right_container{grid-template-columns: auto 150px;}.frm_form_field.frm_right_container{grid-template-columns: auto 25%;}.frm_style_73.with_frm_style .frm_inline_container.frm_dynamic_select_container .frm_data_container,.frm_style_73.with_frm_style .frm_inline_container.frm_dynamic_select_container .frm_opt_container{display:inline;}.frm_style_73.with_frm_style .frm_pos_right{display:inline;width:var(--width);}.frm_style_73.with_frm_style .frm_none_container .frm_primary_label,.frm_style_73.with_frm_style .frm_pos_none{display:none;}.frm_style_73.with_frm_style input::placeholder,.frm_style_73.with_frm_style textarea::placeholder{color:var(--text-color-disabled);}.frm_style_73.with_frm_style .frm_default,.frm_style_73.with_frm_style input.frm_default,.frm_style_73.with_frm_style textarea.frm_default,.frm_style_73.with_frm_style select.frm_default,.frm_style_73.with_frm_style .placeholder {color:var(--text-color-disabled);}.frm_style_73.with_frm_style .form-field input:not([type=file]):not([type=range]):not([readonly]):focus,.frm_style_73.with_frm_style select:focus,.frm_style_73.with_frm_style .form-field textarea:focus,.frm_style_73.with_frm_style .frm_focus_field input[type=text],.frm_style_73.with_frm_style .frm_focus_field input[type=password],.frm_style_73.with_frm_style .frm_focus_field input[type=email],.frm_style_73.with_frm_style .frm_focus_field input[type=number],.frm_style_73.with_frm_style .frm_focus_field input[type=url],.frm_style_73.with_frm_style .frm_focus_field input[type=tel],.frm_style_73.with_frm_style .frm_focus_field input[type=search],.frm_form_fields_active_style,.frm_style_73.with_frm_style .frm_focus_field .frm-card-element.StripeElement {background-color:var(--bg-color-active);border-color:var(--border-color-active);color:var(--text-color);box-shadow:0px 0px 5px 0px rgba(65,153,253, 0.6);}.frm_style_73.with_frm_style input:-webkit-autofill {-webkit-box-shadow: 0px 0px 5px 0px rgba(65,153,253, 0.6);}.frm_style_73.with_frm_style input[type=submit],.frm_style_73.with_frm_style .frm_submit input[type=button],.frm_style_73.with_frm_style .frm_submit button,.frm_form_submit_style {width:auto;font-size:14px;height:auto;line-height:normal;text-align:center;background:#4199FD;border-width:1px;border-color: #4199FD;border-style:solid;color:#ffffff;cursor:pointer;font-weight:normal;border-radius:8px;text-shadow:none;padding:8px 16px;box-sizing:border-box;box-shadow:0 1px 1px #eeeeee;margin:10px;margin-left:0;margin-right:0;vertical-align:middle;}.frm_style_73.with_frm_style input[type=submit]:hover,.frm_style_73.with_frm_style .frm_submit input[type=button]:hover,.frm_style_73.with_frm_style .frm_submit button:hover{background:var(--submit-hover-bg-color);border-color:var(--submit-hover-border-color);color:var(--submit-hover-color);}.frm_style_73.with_frm_style.frm_center_submit .frm_submit .frm_ajax_loading{margin-bottom:10px;}.frm_style_73.with_frm_style input[type=submit]:focus,.frm_style_73.with_frm_style .frm_submit input[type=button]:focus,.frm_style_73.with_frm_style .frm_submit button:focus,.frm_style_73.with_frm_style input[type=submit]:active,.frm_style_73.with_frm_style .frm_submit input[type=button]:active,.frm_style_73.with_frm_style .frm_submit button:active{background:var(--submit-active-bg-color);border-color:var(--submit-active-border-color);color:var(--submit-active-color);outline: none;}.frm_style_73.with_frm_style .frm_loading_form .frm_button_submit,.frm_style_73.with_frm_style .frm_loading_form .frm_button_submit:hover,.frm_style_73.with_frm_style .frm_loading_form .frm_button_submit:active,.frm_style_73.with_frm_style .frm_loading_form .frm_button_submit:focus{color: transparent;background:var(--submit-bg-color);border-color:var(--submit-bg-color);}.frm_style_73.with_frm_style .frm_loading_form .frm_button_submit:before {border-bottom-color:var(--submit-text-color);border-right-color:var(--submit-text-color);}.frm_style_73.with_frm_style input[type=submit][disabled],.frm_style_73.with_frm_style .frm_submit input[type=button][disabled],.frm_style_73.with_frm_style .frm_submit button[disabled] {opacity: 0.5;cursor: not-allowed;}.frm_style_73.with_frm_style.frm_inline_top .frm_submit::before,.frm_style_73.with_frm_style .frm_submit.frm_inline_submit::before {content:"before";font-size:var(--font-size);color:var(--label-color);font-weight:var(--weight);margin:0;padding:var(--label-padding);width:auto;display:block;visibility:hidden;}.frm_style_73.with_frm_style.frm_inline_form .frm_submit input,.frm_style_73.with_frm_style.frm_inline_form .frm_submit button,.frm_style_73.with_frm_style .frm_submit.frm_inline_submit input,.frm_style_73.with_frm_style .frm_submit.frm_inline_submit button {margin: 0 !important;}.frm_style_73.with_frm_style .frm_blank_field input[type=text],.frm_style_73.with_frm_style .frm_blank_field input[type=password],.frm_style_73.with_frm_style .frm_blank_field input[type=url],.frm_style_73.with_frm_style .frm_blank_field input[type=tel],.frm_style_73.with_frm_style .frm_blank_field input[type=number],.frm_style_73.with_frm_style .frm_blank_field input[type=email],.frm_style_73.with_frm_style .frm_blank_field input[type=checkbox],.frm_style_73.with_frm_style .frm_blank_field 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.frm_blank_field .g-recaptcha iframe,.frm_style_e9d5f22840512a6a6bc1479807e7a74b.with_frm_style .frm_blank_field .frm-card-element.StripeElement,.frm_style_e9d5f22840512a6a6bc1479807e7a74b.with_frm_style .frm_form_field :invalid {color:var(--text-color-error);background-color:var(--bg-color-error);border-color:var(--border-color-error);border-width:var(--border-width-error);border-style:var(--border-style-error);}.frm_style_e9d5f22840512a6a6bc1479807e7a74b.with_frm_style .frm_error,.frm_style_e9d5f22840512a6a6bc1479807e7a74b.with_frm_style .frm_limit_error{font-weight:var(--weight);color:var(--border-color-error);}.frm_style_e9d5f22840512a6a6bc1479807e7a74b.with_frm_style .frm_error_style{background-color:var(--error-bg);border:1px solid var(--error-border);border-radius:var(--border-radius);color:var(--error-text);font-size:var(--error-font-size);margin:0;margin-bottom:var(--field-margin);}.frm_style_e9d5f22840512a6a6bc1479807e7a74b.with_frm_style .frm_form_field.frm_total_big input,.frm_style_e9d5f22840512a6a6bc1479807e7a74b.with_frm_style .frm_form_field.frm_total_big textarea,.frm_style_e9d5f22840512a6a6bc1479807e7a74b.with_frm_style .frm_form_field.frm_total input,.frm_style_e9d5f22840512a6a6bc1479807e7a74b.with_frm_style .frm_form_field.frm_total textarea{color: #1D2939;background-color:transparent;border:none;display:inline;width:auto;padding:0;}.frm_style_coronavirus-messaging-mental-health.with_frm_style{--amputm-source:For_The_Media;--amputm-medium:referral;--amputm-campaign:ftm_links;--amputm-content:tfl;--amputm-term:101220">a “second wave” of mental health and substance abuse problems linked to the COVID-19 pandemic</a>. But much like whatever wave of infections we’re currently in, for many people, it feels like the first wave never ended. Workers are struggling to cope not only with social isolation amid mass death, but several other overlapping crises. It’s no wonder that <a href="https://www.kff.org/coronavirus-covid-19/issue-brief/the-implications-of-covid-19-for-mental-health-and-substance-use/#:~:text=In a KFF Tracking Poll,was included in KFF polling.">a survey conducted in mid-July</a> showed that more than half of U.S. adults reported that their mental health has suffered due to COVID concerns, up from 32% in March. <img class=" wp-image-1639 alignright" src="https://groupgordon.com/wp-content/uploads/2020/10/coronavirus-mental-health-300x200.jpg" alt="coronavirus mental health challenges" width="345" height="230" /><br/>Many employers have long recognized the importance of investing in employee mental health and wellness for business continuity, but few were prepared for such a dire situation as the one in which we find ourselves. Most employers are doing their best to keep operations moving as usual and maintain a positive tone in internal communications, but for people struggling with their mental health, this insistence on “business as usual” can further exacerbate feelings of isolation. When the greater part of your day is spent trying to dig out from under a mountain of depressive or anxious thoughts, it’s jarring to encounter relentless positivity. Even under ideal, pre-pandemic circumstances, <a href="https://www.psychiatry.org/newsroom/news-releases/about-half-of-workers-are-concerned-about-discussing-mental-health-issues-in-the-workplace-a-third-worry-about-consequences-if-they-seek-help">employees could be extremely reluctant to open up about mental health struggles</a> due to the stigma and fear of retaliation. It’s no surprise, then, that unflappably positive internal communication, as official guidance on the timelines for deploying a vaccine and safety returning to offices gets murkier and more absurd, is not encouraging struggling workers to seek help.So, concerned companies are at a bit of an impasse with respect to communicating about employee mental health – but perhaps the first step is for employers to admit that everything is not “business as usual.” Acknowledging the stress and uncertainty that we are all feeling right now demonstrates a willingness to be open and vulnerable and encourages reciprocity from employees.However, without thoughtful, concrete actions to back them up, even the most strategic messaging is inadequate or even harmful. Show, don’t just tell, employees that they and their mental wellbeing are valued by creating new channels for anonymous feedback, accommodating people who are struggling, and offering flexible schedules.Companies that talk a good game on employee wellness with nothing to back it up are committing a huge oversight that could come back to hurt their reputations and bottom line in a variety of ways, including talent drain and social media backlash. This problem has plagued Amazon for several years and has been especially clear amid the COVID-19 pandemic. Amazon has been the subject of a number of stories highlighting its neglect of proper social distancing guidelines and PPE distribution – at the beginning of October, it was revealed that <a href="https://www.cnn.com/2020/10/01/tech/amazon-covid-cases/index.html">nearly 20,000 workers had already tested positive for COVID.</a> While the company’s ads <a href="https://www.youtube.com/watch?v=dg3eQwbzlLU">tout its safety measures</a> and <a href="https://www.youtube.com/watch?v=_Z7PY4bOvvo">call its team heroes</a>, its lack of follow-through around employee health, safety, and wellness caused immense mental stress for workers already stretched to their limits and is now jeopardizing its talent pool: AWS VP Tim Bray left the company in May in protest and multiple prominent walk outs and wildcat strikes have occurred since March (most recently in Minnesota at the beginning of October). At a time when Amazon is already stretched thin due to the exponential surge in online shopping and the upcoming holiday season, its failure to align communications and policy is straining business operations.By working to back up their messaging, employers can actually start to build the type of supportive environment that inspires employee loyalty, fosters collaboration and openness, attracts top talent, and cultivates strong client relationships. During this time when <a href="https://www.thedailybeast.com/the-companies-with-the-most-hypocritical-black-lives-matter-messaging-from-fox-to-facebook">corporate hypocrisy around social causes is frequently ridiculed</a>, companies that are willing to buck the trend of saccharine corporate optimism to keep it real with their employees stand out, both as great employers and as great clients.;}.frm_forms.frm_style_coronavirus-messaging-mental-health.with_frm_style{max-width:var(--form-width);direction:var(--direction);}.frm_style_coronavirus-messaging-mental-health.with_frm_style .form-field{margin-bottom:var(--field-margin);}.frm_style_coronavirus-messaging-mental-health.with_frm_style p.description,.frm_style_coronavirus-messaging-mental-health.with_frm_style div.description,.frm_style_coronavirus-messaging-mental-health.with_frm_style div.frm_description,.frm_style_coronavirus-messaging-mental-health.with_frm_style .frm-show-form > 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.frm-card-element.StripeElement,.frm_style_a-crisis-too-big-for-band-aids.with_frm_style .frm_form_field :invalid {color:var(--text-color-error);background-color:var(--bg-color-error);border-color:var(--border-color-error);border-width:var(--border-width-error);border-style:var(--border-style-error);}.frm_style_a-crisis-too-big-for-band-aids.with_frm_style .frm_error,.frm_style_a-crisis-too-big-for-band-aids.with_frm_style .frm_limit_error{font-weight:var(--weight);color:var(--border-color-error);}.frm_style_a-crisis-too-big-for-band-aids.with_frm_style .frm_error_style{background-color:var(--error-bg);border:1px solid var(--error-border);border-radius:var(--border-radius);color:var(--error-text);font-size:var(--error-font-size);margin:0;margin-bottom:var(--field-margin);}.frm_style_a-crisis-too-big-for-band-aids.with_frm_style .frm_form_field.frm_total_big input,.frm_style_a-crisis-too-big-for-band-aids.with_frm_style .frm_form_field.frm_total_big textarea,.frm_style_a-crisis-too-big-for-band-aids.with_frm_style .frm_form_field.frm_total input,.frm_style_a-crisis-too-big-for-band-aids.with_frm_style .frm_form_field.frm_total textarea{color: #1D2939;background-color:transparent;border:none;display:inline;width:auto;padding:0;}.frm_style_lessons-in-influencer-marketing-strategy-from-a-hot-dog-controversy.with_frm_style{--emspan-lang:"EN-US" xml:lang="EN-US" data-contrast="none">GG’s Amanda de Castro breaks down the recent Joey Chestnut controversy and outlines how companies can be smart about influencer marketing strategy.</span></em>Fans of the time-honored July 4th Nathan’s Famous Hot Dog Eating Contest were left disappointed and surprised last month when it was announced that the competition would move forward without its big star, Joey Chestnut. The 16-time champion was banned from participating because he signed a separate endorsement deal with Impossible Foods, which develops plant-based meat substitutes and recently launched a<a href="https://www.businesswire.com/news/home/20240506181779/en/Impossible-Foods-Kicks-Off-First-Major-Marketing-Campaign-Featuring-New-Brand-Identity"> new marketing campaign</a> specifically targeting meat-eaters.Chestnut and Nathan’s were in the midst of negotiating Chestnut’s latest contract when news came out about his deal with Impossible Foods. Allegedly, Chestnut refused to make an exception that would have him represent all Impossible products except for hot dogs, and his talks with Nathan’s <a href="https://www.washingtonpost.com/food/2024/06/11/joey-chestnut-nathans-hot-dog-contest-impossible-foods/">reached an impasse</a>.<img class="aligncenter  wp-image-2367" src="https://groupgordon.com/wp-content/uploads/2024/07/Hot-dog-influencer-marketing-fail.jpg" alt="The star influencer of the hot dog world" width="400" height="300" />The announcement was a PR blow to Nathan’s. Weeks before the most important event of the year, it upset fans by breaking up with the competition’s biggest influencer. The fallout from the news can teach us some PR lessons in how to optimize influencer strategy to strengthen the brand and save face in times of crisis:<h3><strong>When possible, present a unified front</strong></h3>Influencer marketing helps brands because it brings third-party validation and new audiences into their orbit. This can also pose a challenge when things go south, since influencers can wield their platform against the brand to save face.Major League Eating (MLE), which oversees the Nathan’s contest, offered a mixture of <a href="https://www.cbsnews.com/newyork/news/nathans-hot-dog-eating-champion-joey-chestnut-banned/">statements</a>, <a href="https://www.nytimes.com/2024/06/11/nyregion/nathans-hot-dog-eating-contest-joey-chestnut.html">quoted commentary</a>, and <a href="https://www.npr.org/2024/06/12/nx-s1-5003036/joey-chestnut-banned-nathans-hot-dog-eating-competition#:~:text=Organizers of the Nathan's Famous,campaign specifically targeting meat-eaters.">snippets of emails</a> to the press, and Chestnut fought back in his <a href="https://x.com/joeyjaws/status/1800663576476303760">public response,</a> claiming he found out he was banned from the media and not from the organizers themselves. This messy situation encouraged the public to speculate what may have really happened to the partnership and likely earned Chestnut sympathy from fans as he implied the brand was trying to take advantage of him by imposing unfair terms.To avoid the rumor mill and shorten the story’s shelf life, MLE and Nathan’s should have attempted to work with Chestnut on a public announcement that answered key questions and avoided pointing fingers. Treading more carefully with the brand’s top influencer could have saved Nathan’s from the brunt of the backlash.<h3><strong>Speak directly to your audiences when it matters</strong></h3>Though its brand was front and center in the press coverage about the controversy, Nathan’s itself was largely silent. The announcement itself and subsequent media statements came from MLE and its leaders, George and Richard Shea.Sometimes, <a href="https://groupgordon.com/knowledge/crisis-pr-plan-taylor-swift-ticketmaster/">ignoring a crisis</a> makes it go away. But once the issue garners national attention, it’s important to address it. Though Nathan’s may have worked with MLE on its responses, and though it may have minimal control over the event that bears its name, its decision to keep quiet allowed others to dominate the narrative. Good PR strategy recognizes when it’s time for brands to communicate with their audiences without filtering the message through a third party.<h3><strong>Think long term with influencer marketing strategy</strong></h3>Influencer marketing teams must make decisions based on the brand’s big-picture goals. Sometimes, this means making sacrifices in the short term.The July 4th contest is the <a href="https://groupgordon.com/knowledge/how-brand-strategy-teams-capitalize-on-big-moments/">biggest event of the year</a> for Nathan’s. Chestnut is an important ambassador for the company; he’s the first name people think of when they think about eating contests. He commands a large audience, and his presence creates a positive association with Nathan’s. Even if another (vegan) company gets some visibility in the process, the PR strategy question is: do the positives outweigh the negatives?Of course, it’s up to Nathan’s to prioritize exclusivity as the deciding factor in their partnership. Considering the high profile of the event, however, allowing Chestnut to participate—despite any other endorsement deals he may have—would likely have been more effective for the brand over the long term.As silly as a disagreement about hot dogs might seem, there are some real lessons to be learned here. 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.frm_blank_field input[type=url],.frm_style_boeing-still-feeling-the-effects-from-the-737-max-crisis.with_frm_style .frm_blank_field input[type=tel],.frm_style_boeing-still-feeling-the-effects-from-the-737-max-crisis.with_frm_style .frm_blank_field input[type=number],.frm_style_boeing-still-feeling-the-effects-from-the-737-max-crisis.with_frm_style .frm_blank_field input[type=email],.frm_style_boeing-still-feeling-the-effects-from-the-737-max-crisis.with_frm_style .frm_blank_field input[type=checkbox],.frm_style_boeing-still-feeling-the-effects-from-the-737-max-crisis.with_frm_style .frm_blank_field input[type=radio],.frm_style_boeing-still-feeling-the-effects-from-the-737-max-crisis.with_frm_style .frm_blank_field textarea,.frm_style_boeing-still-feeling-the-effects-from-the-737-max-crisis.with_frm_style .frm_blank_field 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.frm_limit_error{font-weight:var(--weight);color:var(--border-color-error);}.frm_style_boeing-still-feeling-the-effects-from-the-737-max-crisis.with_frm_style .frm_error_style{background-color:var(--error-bg);border:1px solid var(--error-border);border-radius:var(--border-radius);color:var(--error-text);font-size:var(--error-font-size);margin:0;margin-bottom:var(--field-margin);}.frm_style_boeing-still-feeling-the-effects-from-the-737-max-crisis.with_frm_style .frm_form_field.frm_total_big input,.frm_style_boeing-still-feeling-the-effects-from-the-737-max-crisis.with_frm_style .frm_form_field.frm_total_big textarea,.frm_style_boeing-still-feeling-the-effects-from-the-737-max-crisis.with_frm_style .frm_form_field.frm_total input,.frm_style_boeing-still-feeling-the-effects-from-the-737-max-crisis.with_frm_style .frm_form_field.frm_total textarea{color: #1D2939;background-color:transparent;border:none;display:inline;width:auto;padding:0;}.frm_style_bps-disaster-in-the-gulf.with_frm_style{}.frm_forms.frm_style_bps-disaster-in-the-gulf.with_frm_style{max-width:var(--form-width);direction:var(--direction);}.frm_style_bps-disaster-in-the-gulf.with_frm_style .form-field{margin-bottom:var(--field-margin);}.frm_style_bps-disaster-in-the-gulf.with_frm_style p.description,.frm_style_bps-disaster-in-the-gulf.with_frm_style div.description,.frm_style_bps-disaster-in-the-gulf.with_frm_style div.frm_description,.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm-show-form > div.frm_description,.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_error,.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_pro_max_limit_desc{margin:0px;padding:0;font-size:12px;color:#667085;font-weight:normal;text-align:left;font-style:normal;max-width:100%;}.frm_style_bps-disaster-in-the-gulf.with_frm_style 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textarea::placeholder{color:var(--text-color-disabled);}.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_default,.frm_style_bps-disaster-in-the-gulf.with_frm_style input.frm_default,.frm_style_bps-disaster-in-the-gulf.with_frm_style textarea.frm_default,.frm_style_bps-disaster-in-the-gulf.with_frm_style select.frm_default,.frm_style_bps-disaster-in-the-gulf.with_frm_style .placeholder {color:var(--text-color-disabled);}.frm_style_bps-disaster-in-the-gulf.with_frm_style .form-field input:not([type=file]):not([type=range]):not([readonly]):focus,.frm_style_bps-disaster-in-the-gulf.with_frm_style select:focus,.frm_style_bps-disaster-in-the-gulf.with_frm_style .form-field textarea:focus,.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_focus_field input[type=text],.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_focus_field input[type=password],.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_focus_field input[type=email],.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_focus_field input[type=number],.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_focus_field input[type=url],.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_focus_field input[type=tel],.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_focus_field input[type=search],.frm_form_fields_active_style,.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_focus_field .frm-card-element.StripeElement {background-color:var(--bg-color-active);border-color:var(--border-color-active);color:var(--text-color);box-shadow:0px 0px 5px 0px rgba(65,153,253, 0.6);}.frm_style_bps-disaster-in-the-gulf.with_frm_style input:-webkit-autofill {-webkit-box-shadow: 0px 0px 5px 0px rgba(65,153,253, 0.6);}.frm_style_bps-disaster-in-the-gulf.with_frm_style input[type=submit],.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_submit input[type=button],.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_submit button,.frm_form_submit_style {width:auto;font-size:14px;height:auto;line-height:normal;text-align:center;background:#4199FD;border-width:1px;border-color: #4199FD;border-style:solid;color:#ffffff;cursor:pointer;font-weight:normal;border-radius:8px;text-shadow:none;padding:8px 16px;box-sizing:border-box;box-shadow:0 1px 1px #eeeeee;margin:10px;margin-left:0;margin-right:0;vertical-align:middle;}.frm_style_bps-disaster-in-the-gulf.with_frm_style input[type=submit]:hover,.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_submit input[type=button]:hover,.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_submit button:hover{background:var(--submit-hover-bg-color);border-color:var(--submit-hover-border-color);color:var(--submit-hover-color);}.frm_style_bps-disaster-in-the-gulf.with_frm_style.frm_center_submit .frm_submit .frm_ajax_loading{margin-bottom:10px;}.frm_style_bps-disaster-in-the-gulf.with_frm_style input[type=submit]:focus,.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_submit input[type=button]:focus,.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_submit button:focus,.frm_style_bps-disaster-in-the-gulf.with_frm_style input[type=submit]:active,.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_submit input[type=button]:active,.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_submit button:active{background:var(--submit-active-bg-color);border-color:var(--submit-active-border-color);color:var(--submit-active-color);outline: none;}.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_loading_form .frm_button_submit,.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_loading_form .frm_button_submit:hover,.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_loading_form .frm_button_submit:active,.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_loading_form .frm_button_submit:focus{color: transparent;background:var(--submit-bg-color);border-color:var(--submit-bg-color);}.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_loading_form .frm_button_submit:before {border-bottom-color:var(--submit-text-color);border-right-color:var(--submit-text-color);}.frm_style_bps-disaster-in-the-gulf.with_frm_style input[type=submit][disabled],.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_submit input[type=button][disabled],.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_submit button[disabled] {opacity: 0.5;cursor: not-allowed;}.frm_style_bps-disaster-in-the-gulf.with_frm_style.frm_inline_top .frm_submit::before,.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_submit.frm_inline_submit::before {content:"before";font-size:var(--font-size);color:var(--label-color);font-weight:var(--weight);margin:0;padding:var(--label-padding);width:auto;display:block;visibility:hidden;}.frm_style_bps-disaster-in-the-gulf.with_frm_style.frm_inline_form .frm_submit input,.frm_style_bps-disaster-in-the-gulf.with_frm_style.frm_inline_form .frm_submit button,.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_submit.frm_inline_submit input,.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_submit.frm_inline_submit button {margin: 0 !important;}.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_blank_field input[type=text],.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_blank_field input[type=password],.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_blank_field input[type=url],.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_blank_field input[type=tel],.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_blank_field input[type=number],.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_blank_field input[type=email],.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_blank_field input[type=checkbox],.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_blank_field input[type=radio],.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_blank_field textarea,.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_blank_field select:not(.ui-datepicker-month):not(.ui-datepicker-year),.frm_form_fields_error_style,.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_blank_field .frm-g-recaptcha iframe,.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_blank_field .g-recaptcha iframe,.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_blank_field .frm-card-element.StripeElement,.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_form_field :invalid {color:var(--text-color-error);background-color:var(--bg-color-error);border-color:var(--border-color-error);border-width:var(--border-width-error);border-style:var(--border-style-error);}.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_error,.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_limit_error{font-weight:var(--weight);color:var(--border-color-error);}.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_error_style{background-color:var(--error-bg);border:1px solid var(--error-border);border-radius:var(--border-radius);color:var(--error-text);font-size:var(--error-font-size);margin:0;margin-bottom:var(--field-margin);}.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_form_field.frm_total_big input,.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_form_field.frm_total_big textarea,.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_form_field.frm_total input,.frm_style_bps-disaster-in-the-gulf.with_frm_style .frm_form_field.frm_total textarea{color: #1D2939;background-color:transparent;border:none;display:inline;width:auto;padding:0;}.frm_style_bps-disaster-in-the-gulf-2.with_frm_style{--ampplay:1" target="_blank">CNBC Power Lunch: “The BP Spill: Just the Beginning”</a></span>;}.frm_forms.frm_style_bps-disaster-in-the-gulf-2.with_frm_style{max-width:var(--form-width);direction:var(--direction);}.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .form-field{margin-bottom:var(--field-margin);}.frm_style_bps-disaster-in-the-gulf-2.with_frm_style p.description,.frm_style_bps-disaster-in-the-gulf-2.with_frm_style div.description,.frm_style_bps-disaster-in-the-gulf-2.with_frm_style div.frm_description,.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm-show-form > div.frm_description,.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_error,.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_pro_max_limit_desc{margin:0px;padding:0;font-size:12px;color:#667085;font-weight:normal;text-align:left;font-style:normal;max-width:100%;}.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_form_field.frm_left_container{grid-template-columns: 150px auto;}.frm_style_bps-disaster-in-the-gulf-2.with_frm_style 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input.frm_default,.frm_style_bps-disaster-in-the-gulf-2.with_frm_style textarea.frm_default,.frm_style_bps-disaster-in-the-gulf-2.with_frm_style select.frm_default,.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .placeholder {color:var(--text-color-disabled);}.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .form-field input:not([type=file]):not([type=range]):not([readonly]):focus,.frm_style_bps-disaster-in-the-gulf-2.with_frm_style select:focus,.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .form-field textarea:focus,.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_focus_field input[type=text],.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_focus_field input[type=password],.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_focus_field input[type=email],.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_focus_field input[type=number],.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_focus_field input[type=url],.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_focus_field input[type=tel],.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_focus_field input[type=search],.frm_form_fields_active_style,.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_focus_field .frm-card-element.StripeElement {background-color:var(--bg-color-active);border-color:var(--border-color-active);color:var(--text-color);box-shadow:0px 0px 5px 0px rgba(65,153,253, 0.6);}.frm_style_bps-disaster-in-the-gulf-2.with_frm_style input:-webkit-autofill {-webkit-box-shadow: 0px 0px 5px 0px rgba(65,153,253, 0.6);}.frm_style_bps-disaster-in-the-gulf-2.with_frm_style input[type=submit],.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_submit input[type=button],.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_submit button,.frm_form_submit_style {width:auto;font-size:14px;height:auto;line-height:normal;text-align:center;background:#4199FD;border-width:1px;border-color: #4199FD;border-style:solid;color:#ffffff;cursor:pointer;font-weight:normal;border-radius:8px;text-shadow:none;padding:8px 16px;box-sizing:border-box;box-shadow:0 1px 1px #eeeeee;margin:10px;margin-left:0;margin-right:0;vertical-align:middle;}.frm_style_bps-disaster-in-the-gulf-2.with_frm_style input[type=submit]:hover,.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_submit input[type=button]:hover,.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_submit button:hover{background:var(--submit-hover-bg-color);border-color:var(--submit-hover-border-color);color:var(--submit-hover-color);}.frm_style_bps-disaster-in-the-gulf-2.with_frm_style.frm_center_submit .frm_submit .frm_ajax_loading{margin-bottom:10px;}.frm_style_bps-disaster-in-the-gulf-2.with_frm_style input[type=submit]:focus,.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_submit input[type=button]:focus,.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_submit button:focus,.frm_style_bps-disaster-in-the-gulf-2.with_frm_style input[type=submit]:active,.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_submit input[type=button]:active,.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_submit button:active{background:var(--submit-active-bg-color);border-color:var(--submit-active-border-color);color:var(--submit-active-color);outline: none;}.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_loading_form .frm_button_submit,.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_loading_form .frm_button_submit:hover,.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_loading_form .frm_button_submit:active,.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_loading_form .frm_button_submit:focus{color: transparent;background:var(--submit-bg-color);border-color:var(--submit-bg-color);}.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_loading_form .frm_button_submit:before {border-bottom-color:var(--submit-text-color);border-right-color:var(--submit-text-color);}.frm_style_bps-disaster-in-the-gulf-2.with_frm_style input[type=submit][disabled],.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_submit input[type=button][disabled],.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_submit button[disabled] {opacity: 0.5;cursor: not-allowed;}.frm_style_bps-disaster-in-the-gulf-2.with_frm_style.frm_inline_top .frm_submit::before,.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_submit.frm_inline_submit::before {content:"before";font-size:var(--font-size);color:var(--label-color);font-weight:var(--weight);margin:0;padding:var(--label-padding);width:auto;display:block;visibility:hidden;}.frm_style_bps-disaster-in-the-gulf-2.with_frm_style.frm_inline_form .frm_submit input,.frm_style_bps-disaster-in-the-gulf-2.with_frm_style.frm_inline_form .frm_submit button,.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_submit.frm_inline_submit input,.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_submit.frm_inline_submit button {margin: 0 !important;}.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_blank_field input[type=text],.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_blank_field input[type=password],.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_blank_field input[type=url],.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_blank_field input[type=tel],.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_blank_field input[type=number],.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_blank_field input[type=email],.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_blank_field input[type=checkbox],.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_blank_field input[type=radio],.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_blank_field textarea,.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_blank_field select:not(.ui-datepicker-month):not(.ui-datepicker-year),.frm_form_fields_error_style,.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_blank_field .frm-g-recaptcha iframe,.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_blank_field .g-recaptcha iframe,.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_blank_field .frm-card-element.StripeElement,.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_form_field :invalid {color:var(--text-color-error);background-color:var(--bg-color-error);border-color:var(--border-color-error);border-width:var(--border-width-error);border-style:var(--border-style-error);}.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_error,.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_limit_error{font-weight:var(--weight);color:var(--border-color-error);}.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_error_style{background-color:var(--error-bg);border:1px solid var(--error-border);border-radius:var(--border-radius);color:var(--error-text);font-size:var(--error-font-size);margin:0;margin-bottom:var(--field-margin);}.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_form_field.frm_total_big input,.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_form_field.frm_total_big textarea,.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_form_field.frm_total input,.frm_style_bps-disaster-in-the-gulf-2.with_frm_style .frm_form_field.frm_total textarea{color: #1D2939;background-color:transparent;border:none;display:inline;width:auto;padding:0;}.frm_style_bps-disaster-in-the-gulf-3.with_frm_style{--ampplay:1" target="_blank">CNBC Power Lunch: “Managing the Crisis on the Coast"</span></a>;}.frm_forms.frm_style_bps-disaster-in-the-gulf-3.with_frm_style{max-width:var(--form-width);direction:var(--direction);}.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .form-field{margin-bottom:var(--field-margin);}.frm_style_bps-disaster-in-the-gulf-3.with_frm_style p.description,.frm_style_bps-disaster-in-the-gulf-3.with_frm_style div.description,.frm_style_bps-disaster-in-the-gulf-3.with_frm_style div.frm_description,.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm-show-form > div.frm_description,.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_error,.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_pro_max_limit_desc{margin:0px;padding:0;font-size:12px;color:#667085;font-weight:normal;text-align:left;font-style:normal;max-width:100%;}.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_form_field.frm_left_container{grid-template-columns: 150px auto;}.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_form_field.frm_right_container{grid-template-columns: auto 150px;}.frm_form_field.frm_right_container{grid-template-columns: auto 25%;}.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_inline_container.frm_dynamic_select_container .frm_data_container,.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_inline_container.frm_dynamic_select_container .frm_opt_container{display:inline;}.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_pos_right{display:inline;width:var(--width);}.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_none_container .frm_primary_label,.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_pos_none{display:none;}.frm_style_bps-disaster-in-the-gulf-3.with_frm_style input::placeholder,.frm_style_bps-disaster-in-the-gulf-3.with_frm_style textarea::placeholder{color:var(--text-color-disabled);}.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_default,.frm_style_bps-disaster-in-the-gulf-3.with_frm_style input.frm_default,.frm_style_bps-disaster-in-the-gulf-3.with_frm_style textarea.frm_default,.frm_style_bps-disaster-in-the-gulf-3.with_frm_style select.frm_default,.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .placeholder {color:var(--text-color-disabled);}.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .form-field input:not([type=file]):not([type=range]):not([readonly]):focus,.frm_style_bps-disaster-in-the-gulf-3.with_frm_style select:focus,.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .form-field textarea:focus,.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_focus_field input[type=text],.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_focus_field input[type=password],.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_focus_field input[type=email],.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_focus_field input[type=number],.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_focus_field input[type=url],.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_focus_field input[type=tel],.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_focus_field input[type=search],.frm_form_fields_active_style,.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_focus_field .frm-card-element.StripeElement {background-color:var(--bg-color-active);border-color:var(--border-color-active);color:var(--text-color);box-shadow:0px 0px 5px 0px rgba(65,153,253, 0.6);}.frm_style_bps-disaster-in-the-gulf-3.with_frm_style input:-webkit-autofill {-webkit-box-shadow: 0px 0px 5px 0px rgba(65,153,253, 0.6);}.frm_style_bps-disaster-in-the-gulf-3.with_frm_style input[type=submit],.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_submit input[type=button],.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_submit button,.frm_form_submit_style {width:auto;font-size:14px;height:auto;line-height:normal;text-align:center;background:#4199FD;border-width:1px;border-color: #4199FD;border-style:solid;color:#ffffff;cursor:pointer;font-weight:normal;border-radius:8px;text-shadow:none;padding:8px 16px;box-sizing:border-box;box-shadow:0 1px 1px #eeeeee;margin:10px;margin-left:0;margin-right:0;vertical-align:middle;}.frm_style_bps-disaster-in-the-gulf-3.with_frm_style input[type=submit]:hover,.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_submit input[type=button]:hover,.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_submit button:hover{background:var(--submit-hover-bg-color);border-color:var(--submit-hover-border-color);color:var(--submit-hover-color);}.frm_style_bps-disaster-in-the-gulf-3.with_frm_style.frm_center_submit .frm_submit .frm_ajax_loading{margin-bottom:10px;}.frm_style_bps-disaster-in-the-gulf-3.with_frm_style input[type=submit]:focus,.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_submit input[type=button]:focus,.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_submit button:focus,.frm_style_bps-disaster-in-the-gulf-3.with_frm_style input[type=submit]:active,.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_submit input[type=button]:active,.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_submit button:active{background:var(--submit-active-bg-color);border-color:var(--submit-active-border-color);color:var(--submit-active-color);outline: none;}.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_loading_form .frm_button_submit,.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_loading_form .frm_button_submit:hover,.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_loading_form .frm_button_submit:active,.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_loading_form .frm_button_submit:focus{color: transparent;background:var(--submit-bg-color);border-color:var(--submit-bg-color);}.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_loading_form .frm_button_submit:before {border-bottom-color:var(--submit-text-color);border-right-color:var(--submit-text-color);}.frm_style_bps-disaster-in-the-gulf-3.with_frm_style input[type=submit][disabled],.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_submit input[type=button][disabled],.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_submit button[disabled] {opacity: 0.5;cursor: not-allowed;}.frm_style_bps-disaster-in-the-gulf-3.with_frm_style.frm_inline_top .frm_submit::before,.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_submit.frm_inline_submit::before {content:"before";font-size:var(--font-size);color:var(--label-color);font-weight:var(--weight);margin:0;padding:var(--label-padding);width:auto;display:block;visibility:hidden;}.frm_style_bps-disaster-in-the-gulf-3.with_frm_style.frm_inline_form .frm_submit input,.frm_style_bps-disaster-in-the-gulf-3.with_frm_style.frm_inline_form .frm_submit button,.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_submit.frm_inline_submit input,.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_submit.frm_inline_submit button {margin: 0 !important;}.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_blank_field input[type=text],.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_blank_field input[type=password],.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_blank_field input[type=url],.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_blank_field input[type=tel],.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_blank_field input[type=number],.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_blank_field input[type=email],.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_blank_field input[type=checkbox],.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_blank_field input[type=radio],.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_blank_field textarea,.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_blank_field select:not(.ui-datepicker-month):not(.ui-datepicker-year),.frm_form_fields_error_style,.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_blank_field .frm-g-recaptcha iframe,.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_blank_field .g-recaptcha iframe,.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_blank_field .frm-card-element.StripeElement,.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_form_field :invalid {color:var(--text-color-error);background-color:var(--bg-color-error);border-color:var(--border-color-error);border-width:var(--border-width-error);border-style:var(--border-style-error);}.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_error,.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_limit_error{font-weight:var(--weight);color:var(--border-color-error);}.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_error_style{background-color:var(--error-bg);border:1px solid var(--error-border);border-radius:var(--border-radius);color:var(--error-text);font-size:var(--error-font-size);margin:0;margin-bottom:var(--field-margin);}.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_form_field.frm_total_big input,.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_form_field.frm_total_big textarea,.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_form_field.frm_total input,.frm_style_bps-disaster-in-the-gulf-3.with_frm_style .frm_form_field.frm_total textarea{color: #1D2939;background-color:transparent;border:none;display:inline;width:auto;padding:0;}.frm_style_bps-disaster-in-the-gulf-4.with_frm_style{--Michael-Gordon-gives-BP-a-bit-of-much-needed-communications-advice-a-href:"http://www.canada.com/story_print.html?id=4275f28f-26f3-4964-b7c1-6f0b6343c0b5;--ampsponsor-target:"_blank"><em>U.K. prepared to back BP</em></a>;}.frm_forms.frm_style_bps-disaster-in-the-gulf-4.with_frm_style{max-width:var(--form-width);direction:var(--direction);}.frm_style_bps-disaster-in-the-gulf-4.with_frm_style .form-field{margin-bottom:var(--field-margin);}.frm_style_bps-disaster-in-the-gulf-4.with_frm_style p.description,.frm_style_bps-disaster-in-the-gulf-4.with_frm_style div.description,.frm_style_bps-disaster-in-the-gulf-4.with_frm_style div.frm_description,.frm_style_bps-disaster-in-the-gulf-4.with_frm_style .frm-show-form > div.frm_description,.frm_style_bps-disaster-in-the-gulf-4.with_frm_style .frm_error,.frm_style_bps-disaster-in-the-gulf-4.with_frm_style .frm_pro_max_limit_desc{margin:0px;padding:0;font-size:12px;color:#667085;font-weight:normal;text-align:left;font-style:normal;max-width:100%;}.frm_style_bps-disaster-in-the-gulf-4.with_frm_style .frm_form_field.frm_left_container{grid-template-columns: 150px auto;}.frm_style_bps-disaster-in-the-gulf-4.with_frm_style .frm_form_field.frm_right_container{grid-template-columns: auto 150px;}.frm_form_field.frm_right_container{grid-template-columns: auto 25%;}.frm_style_bps-disaster-in-the-gulf-4.with_frm_style .frm_inline_container.frm_dynamic_select_container .frm_data_container,.frm_style_bps-disaster-in-the-gulf-4.with_frm_style .frm_inline_container.frm_dynamic_select_container .frm_opt_container{display:inline;}.frm_style_bps-disaster-in-the-gulf-4.with_frm_style .frm_pos_right{display:inline;width:var(--width);}.frm_style_bps-disaster-in-the-gulf-4.with_frm_style .frm_none_container .frm_primary_label,.frm_style_bps-disaster-in-the-gulf-4.with_frm_style .frm_pos_none{display:none;}.frm_style_bps-disaster-in-the-gulf-4.with_frm_style input::placeholder,.frm_style_bps-disaster-in-the-gulf-4.with_frm_style textarea::placeholder{color:var(--text-color-disabled);}.frm_style_bps-disaster-in-the-gulf-4.with_frm_style .frm_default,.frm_style_bps-disaster-in-the-gulf-4.with_frm_style input.frm_default,.frm_style_bps-disaster-in-the-gulf-4.with_frm_style textarea.frm_default,.frm_style_bps-disaster-in-the-gulf-4.with_frm_style select.frm_default,.frm_style_bps-disaster-in-the-gulf-4.with_frm_style .placeholder {color:var(--text-color-disabled);}.frm_style_bps-disaster-in-the-gulf-4.with_frm_style .form-field input:not([type=file]):not([type=range]):not([readonly]):focus,.frm_style_bps-disaster-in-the-gulf-4.with_frm_style select:focus,.frm_style_bps-disaster-in-the-gulf-4.with_frm_style .form-field textarea:focus,.frm_style_bps-disaster-in-the-gulf-4.with_frm_style .frm_focus_field input[type=text],.frm_style_bps-disaster-in-the-gulf-4.with_frm_style .frm_focus_field input[type=password],.frm_style_bps-disaster-in-the-gulf-4.with_frm_style .frm_focus_field input[type=email],.frm_style_bps-disaster-in-the-gulf-4.with_frm_style .frm_focus_field input[type=number],.frm_style_bps-disaster-in-the-gulf-4.with_frm_style .frm_focus_field input[type=url],.frm_style_bps-disaster-in-the-gulf-4.with_frm_style .frm_focus_field input[type=tel],.frm_style_bps-disaster-in-the-gulf-4.with_frm_style .frm_focus_field input[type=search],.frm_form_fields_active_style,.frm_style_bps-disaster-in-the-gulf-4.with_frm_style .frm_focus_field .frm-card-element.StripeElement {background-color:var(--bg-color-active);border-color:var(--border-color-active);color:var(--text-color);box-shadow:0px 0px 5px 0px rgba(65,153,253, 0.6);}.frm_style_bps-disaster-in-the-gulf-4.with_frm_style input:-webkit-autofill {-webkit-box-shadow: 0px 0px 5px 0px rgba(65,153,253, 0.6);}.frm_style_bps-disaster-in-the-gulf-4.with_frm_style input[type=submit],.frm_style_bps-disaster-in-the-gulf-4.with_frm_style .frm_submit input[type=button],.frm_style_bps-disaster-in-the-gulf-4.with_frm_style .frm_submit button,.frm_form_submit_style {width:auto;font-size:14px;height:auto;line-height:normal;text-align:center;background:#4199FD;border-width:1px;border-color: 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iframe,.frm_style_bps-disaster-in-the-gulf-5.with_frm_style .frm_blank_field .g-recaptcha iframe,.frm_style_bps-disaster-in-the-gulf-5.with_frm_style .frm_blank_field .frm-card-element.StripeElement,.frm_style_bps-disaster-in-the-gulf-5.with_frm_style .frm_form_field :invalid {color:var(--text-color-error);background-color:var(--bg-color-error);border-color:var(--border-color-error);border-width:var(--border-width-error);border-style:var(--border-style-error);}.frm_style_bps-disaster-in-the-gulf-5.with_frm_style .frm_error,.frm_style_bps-disaster-in-the-gulf-5.with_frm_style .frm_limit_error{font-weight:var(--weight);color:var(--border-color-error);}.frm_style_bps-disaster-in-the-gulf-5.with_frm_style .frm_error_style{background-color:var(--error-bg);border:1px solid var(--error-border);border-radius:var(--border-radius);color:var(--error-text);font-size:var(--error-font-size);margin:0;margin-bottom:var(--field-margin);}.frm_style_bps-disaster-in-the-gulf-5.with_frm_style 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Netflix, and Amazon Prime. As streaming threatens to eclipse live television’s popularity, particularly among the key 18-49 demographic, any cable or network television program should expect some audience attrition. Live awards shows in particular have lost large numbers of viewers across the board in recent years.Greater competition has put pressure on awards shows to adapt to survive. The Oscars has attempted to do so, even if the <a href="https://www.refinery29.com/en-us/2019/02/224607/oscar-controversy-2019-problems-timeline">series</a> of misguided changes to scheduling and awards categories were ultimately scrapped. In the end, audience numbers for the Oscars went up by more than 3 million this year. Whether or not the Oscars made substantive changes remains to be seen, but its attempts at least generated buzz and drew more viewers.The Tony’s, however, didn’t adapt at all this year. The awards ceremony has long been criticized for its eligibility criteria. To be eligible, shows must be staged in theaters with 500  seats and Broadway labor contracts, which are the costliest in the industry. As a result, all of the eligible theaters are in Manhattan, and all but one are in the Times Square-area. This is just a small subset of all the theaters in New York, let alone across the country, and it means that only the least accessible—and typically most expensive—shows are considered for awards.Beyond the institutional issues, the show just wasn’t that interesting this year. <em><a href="https://www.nytimes.com/2019/06/09/arts/television/tony-awards-review.html">The New York Times</a></em> criticized the show as “safe,” “unsurprising,” and “bland.” <a href="https://variety.com/2019/tv/reviews/tony-awards-review-2019-james-corden-cbs-broadway-1203237552/">Variety</a> said the show “seemed resolved to talk about not much of anything at all.” Most of the acceptance speeches were far from rousing. Rachel Chavkin, the sole female musical director in the entire Broadway season, was one of the few to use her speech to make a <a href="https://variety.com/2019/legit/news/tony-awards-hadestown-rachel-chavkin-representation-broadway-1203237530/">political statement</a>. Otherwise, issues like Broadway’s persistent lack of diversity remained behind the scenes. One of the only attempts to shake things up was giving playwrights stage time, but their speeches did little to spark new interest in their works or comment on the state of the industry. The lack of innovation and unwillingness to push the envelope meant the show, which ran over three hours, understandably couldn’t hold viewers’ attention.As competition for the attention of audiences grows fiercer, staunch traditionalists like the Tony’s must adapt to changing viewer preferences if they are to prosper. 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.frm_form_field.frm_total_big input,.frm_style_bright-broadway-season-ends-on-a-dull-note.with_frm_style .frm_form_field.frm_total_big textarea,.frm_style_bright-broadway-season-ends-on-a-dull-note.with_frm_style .frm_form_field.frm_total input,.frm_style_bright-broadway-season-ends-on-a-dull-note.with_frm_style .frm_form_field.frm_total textarea{color: #1D2939;background-color:transparent;border:none;display:inline;width:auto;padding:0;}.frm_style_building-blocks-for-thought-leadership-strategy.with_frm_style{--p-style:"text-align: left;"><em>GG’s David Kang offers the basics on building a thought leadership strategy that cuts through the noise.</em></p><p style="text-align: left;">Thought leadership has become a buzzword in communications. The phrase is so commonplace that many leaders take it for granted; others understand it’s important but don’t know how to develop a strategy around it.</p><p style="text-align: left;">Put simply, a <a href="https://groupgordon.com/knowledge/webinar-the-roadmap-for-effective-thought-leadership/">thought leader</a> is a person or entity that others turn to for guidance and expertise, or a recognized authority who can influence public opinion. A smart thought leadership strategy is essential for any company or organization seeking to grow its reputation, gain market share, and attract business—especially in crowded fields. But how do you build a long-term plan from scratch? How can you differentiate your organization from competitors who are already well-established in the media? How do you sync your thought leadership strategy with the company’s overall communications plan?</p><p style="text-align: left;"><img class="aligncenter  wp-image-2382" src="https://groupgordon.com/wp-content/uploads/2024/08/thought-leadership-2.jpg" alt="Thought leaders can influence public opinion" width="400" height="334" /></p><h3 style="text-align: left;"><strong>Start With Business Goals</strong></h3><p style="text-align: left;">Thought leadership isn’t about making noise for the sake of it. You should be guided by your overall business or organizational objectives. Are you looking to <a href="https://groupgordon.com/knowledge/how-can-public-relations-boost-fundraising-and-vice-versa/">attract donors</a>, generate B2B client leads, or grow your pool of talent? Narrowing down your goals helps to define the audiences you should target and the topics you should prioritize.</p><p style="text-align: left;">For example, if your goal is to attract grants in biomedical sciences, it’ll be important to reach <a href="https://www.biopharmadive.com/news/biotech-pharma-deals-merger-acquisitions-tracker/604262/">public and private funders</a> and grow your recognition as an expert in topics like drug trends and cutting-edge technologies.</p><h3 style="text-align: left;"><strong>Assess The Media Landscape</strong></h3><p style="text-align: left;">Based on your key business goals and areas of expertise, determine where your target audience is and <a href="https://today.yougov.com/politics/articles/49552-trust-in-media-2024-which-news-outlets-americans-trust">the publications they trust</a>. Top-tier media appearances in national publications such as the New York Times and the Wall Street Journal will undoubtedly reach a wide audience and enhance your profile. However, depending on your business goals, it can be equally effective to build a consistent presence for key audiences in industry-specific trade publications, influential <a href="https://groupgordon.com/knowledge/the-value-of-podcasts-for-nonprofit-pr/">podcasts</a>, or social media platforms.</p><p style="text-align: left;">Regular contributions to trade publications, blogs, and niche platforms can steadily build your credibility in a targeted way.</p><p style="text-align: left;">For instance, a business school aiming to establish its authority on AI research and promote new educational coursework may want to consider targeting trade publications read by prospective students, penning op-eds, or partnering with well-known industry leaders to host topical <a href="https://groupgordon.com/knowledge/webinar-the-good-the-bad-and-the-future-of-ai-in-public-relations/">webinars</a>.</p><h3 style="text-align: left;"><strong>Thought Leadership = Strong Spokespeople</strong></h3><p style="text-align: left;">Selecting the right spokespeople is crucial to an effective thought leadership strategy. Elevating your C-suite executives is a no-brainer, but don’t hesitate to include emerging leaders within your organization who bring a unique perspective from their work. Consider levels of expertise, communication style, and comfort with public speaking to develop a spokesperson matrix that matches the right opportunities with each spokesperson. Consider media training for both newer spokespeople to help find their voice and for experienced leaders to help hone their interview skills.</p><p style="text-align: left;">Take, for example, a nonprofit seeking media coverage to add public pressure to an advocacy effort around an upcoming piece of legislation. For a mainstream news publication, the CEO or Executive Director might be most appropriate; they are likely to be comfortable speaking to a broad audience and engaging people at a high level. But for a local politics podcast or radio program with an audience of political insiders, a rising star in the policy department might be more effective at getting into the weeds on the issue and building long-term relationships with reporters.</p><h3 style="text-align: left;"><strong>Thought Leadership is a Long-Term Effort</strong></h3><p style="text-align: left;">There’s no shortcut to becoming a thought leader. Design a strategy that will cement your spokespeople as authorities over time, with a steady pipeline of tactics that will keep the momentum going. <a href="https://groupgordon.com/knowledge/become-an-expert-in-expert-commentary/">Expert commentary pitching</a>, op-ed and byline submissions, podcast appearances, and speaking opportunities at conferences and events are all ways to steadily build individual and organizational profiles and keep them in the spotlight. The more you do it, the easier it will become to secure placements and the more influence your brand will command.</p><p style="text-align: left;"></p><p style="text-align: left;">These building blocks are key to designing a thought leadership strategy that lays the foundation for long-term communications success. 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var(--error-border);border-radius:var(--border-radius);color:var(--error-text);font-size:var(--error-font-size);margin:0;margin-bottom:var(--field-margin);}.frm_style_communicating-about-mental-health-resources.with_frm_style .frm_form_field.frm_total_big input,.frm_style_communicating-about-mental-health-resources.with_frm_style .frm_form_field.frm_total_big textarea,.frm_style_communicating-about-mental-health-resources.with_frm_style .frm_form_field.frm_total input,.frm_style_communicating-about-mental-health-resources.with_frm_style .frm_form_field.frm_total textarea{color: #1D2939;background-color:transparent;border:none;display:inline;width:auto;padding:0;}.frm_style_communicating-cancel-culture.with_frm_style{--ampguce-referrer:aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8;--ampguce-referrer-sig:AQAAAI8Z4zgGtqoX4s60xiV4HFftVOFVe_pGgF8R_foMpo_0TmXV-efOeaP6jlDOGYwNoFls-z0vyQOxUA6n8RyS4vHQ0Bef6tsop5j03czTAbmPGDBHv-ehL9EGrdWMbQ9KB1NU1z4PTZCoWnR_9y5-inYo98nDxH2PrRgWlMGqMntU">rushing too quickly</a> to show support for actor and TV host Nick Cannon, who had been fired as host of Wild ;--amputm-campaign:loading" target="_blank" rel="noopener noreferrer">A post shared by Gal Gadot (@gal_gadot)</a> on <time style="font-family: Arial,sans-serif; font-size: 14px; line-height: 17px;" datetime="2020-03-18T23:49:48 00:00">Mar 18, 2020 at 4:49pm PDT</time></p></div></blockquote><p style="text-align: center;"><script async src="//www.instagram.com/embed.js"></script></div>Sometimes a person or company is cancelled for doing the right thing. Dick’s Sporting Goods experienced calls for boycotts after it <a href="https://www.usatoday.com/story/money/2018/02/28/dicks-sporting-goods-bans-sales-assault-weapons-after-parkland-florida-school-shooting/380382002/">banned the sale of assault rifles</a> following mass shootings that horrified the nation. The company knew it would face backlash from some groups but chose to lead with its values rather than the bottom line. The considered move showed that it was going beyond words with bold action – and despite some angered consumers, the company ultimately <a href="https://www.washingtonpost.com/business/2019/08/22/dicks-sporting-goods-stock-surges-strong-nd-quarter-earnings/">came out on top</a>.</p>Following these three principles can help you navigate the current era of social media activism and avoid getting cancelled for the wrong reasons. 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.frm_form_field.frm_total_big textarea,.frm_style_communicating-through-the-coronavirus.with_frm_style .frm_form_field.frm_total input,.frm_style_communicating-through-the-coronavirus.with_frm_style .frm_form_field.frm_total textarea{color: #1D2939;background-color:transparent;border:none;display:inline;width:auto;padding:0;}.frm_style_communication-in-the-age-of-disinformation.with_frm_style{--amp-I-was-wrong-to-call-it-a-mistake--As-I-told-a-href:"https://twitter.com/danprimack?ref_src=twsrc^tfw">@danprimack</a> after our interview, I said something in the moment I don't believe. Our investors have long known my views here ;--amp-Im-sorry-I-wasnt-as-clear-on-Axios-a-href:"https://t.co/RxapzktrXq">https://t.co/RxapzktrXq</a></p>— dara khosrowshahi (@dkhos) <a href="https://twitter.com/dkhos/status/1193889281846067200?ref_src=twsrc^tfw">November 11, 2019</a></blockquote><script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script><blockquote class="twitter-tweet"><p dir="ltr" lang="en">BTW, you can tell how authentic someone’s apology is when it’s been workshopped by multiple people, some of them on programs that auto smart quote, and some not. This isn’t an apology it’s crisis PR. It’s about money. It’s always about money. <a href="https://t.co/BqA0J3sHpA">pic.twitter.com/BqA0J3sHpA</a></p>— Mike Monteiro;--x1f339-monteiro-a-href:"https://twitter.com/monteiro/status/1193919096124932096?ref_src=twsrc^tfw">November 11, 2019</a></blockquote><script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script><u></u><strong>Audience Fatigue</strong>Unfortunately, the flipside of audience hypervigilance is audience fatigue.While competition for attention is already impossibly high, audiences subject to disinformation are worn out by constantly second-guessing the truth of what they are consuming. As a result, many simply don’t have the energy for content that’s less interesting or of lesser quality than it could be. Those standards differ among audiences: What makes something accessible to one audience might turn another off.In 2020, unless an organization is trying to reach a highly specialized group or a regulatory body, their target audiences and the journalists writing for them won’t stick around long enough to find a message buried in a long wire release.In the age of disinformation, understanding what makes a message easily digestible for an audience is essential to keeping that audience interested.<strong>Unforced Errors</strong>Disinformation can also expose organizations to new, acute reputational risks, especially concerning for organizations unaccustomed to negative media or public antagonism.Over the past year, many nonprofits that receive money from philanthropists with public political alignments (like the Koch Brothers or George Soros) were tangled into disinformation narratives aimed at their benefactors.Organizational leadership is often tempted to swiftly and firmly correct the record. But issuing a correction carries the risk of drawing additional attention to the falsehood and furthering the organization’s association to it. Before taking such a risk, it’s essential for organizations to understand if the information has even reached the organization’s target audience and whether or not it has impacted that audience’s perception.Effective communication is always tailored to its target audience. With the rise of global disinformation, and even advances in targeted advertising, audience tolerance for content that even slightly misses the mark has never been lower. 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