Signed in as:
filler@godaddy.com
WELCOME TO THE CURRENT - AN UPDATE BY RUDD RESOURCES!
Updated July 30, 2025
Language evolves. Platforms rise and fall. What resonates today might miss the mark tomorrow. The media landscape shifts—quickly. And yet, one thing stays constant: people want to hear from leaders and organizations they trust.
At Rudd Resources, we spend our days (even during these beautiful summer months) deep in the work of strategy, storytelling and signal-boosting. We do this work for mission-driven leaders like you—people who are too busy doing the real work to track every media ripple.
Below, you’ll find the trends we’re watching, the content strategies that are landing and the shifts in tone and timing that can make the difference between being heard—or being missed. In a noisy world, clarity cuts through. And when your message meets its moment, change becomes possible.
Let’s begin.
Get in touch with us
We’d love to hear your ideas for the next issue of The Current. Maybe it’s a media trend you’ve been tracking, a messaging challenge you’ve cracked, or just something you think more people need to know. Big insights and small observations are all welcome here.
Send us your questions, wins, lightbulb moments—or even that one headline you can’t stop thinking about. We’re all ears (and inboxes).
The Power of Your Voice: Opinion Writing Still Matters in a Shifting Media Landscape
By Kimberley Rudd
Hard-won progress for women, people of color and those with non-normative identities feels increasingly under threat. Yet ideas—especially shared ones—remain one of our most powerful defensive tools. These ideas stretch beyond abstract thoughts to include lived experiences, data and truth. Many of us already share what we know—on social media, in phone calls, in meetings.
I’m here to ask you to share through opinion writing.
At Rudd Resources, we witness the power of knowledge-sharing every day, especially in collaborative spaces, where people from different organizations and backgrounds bring their energy and ideas to a shared mission. That same spirit fuels a compelling opinion piece, like an op-ed or letter to the editor. When we distill what we know into a strong, concise argument, we can affirm good ideas, challenge falsehoods and spark real change.
I’ve had letters to the editor published many times, and the ones grounded in personal observation—often written when I’m most passionate (or let’s be honest, angry)—are always the strongest. A good editor helps polish the message, but it’s the fire in my voice that gets my work printed. That fire is something we all carry.
Client: Elevated Chicago | Issue: City Council support for affordable housing | News outlet: Crain's Chicago Business
https://www.chicagobusiness.com/opinion/city-council-faces-key-vote-lincoln-park-housing-project
Client: Elevated Chicago | Issue: Green social housing | News outlet: Crain's Chicago Business
https://www.chicagobusiness.com/opinion/green-social-housing-could-fix-affordability-crisis-op-ed
Client: Chicago Community Loan Fund | Issue: Opportunity zones | Media: Chicago Tribune
https://www.chicagotribune.com/2025/06/27/editorial-trumps-opportunity-zones-could-help-small-businesses-and-struggling-neighborhoods/
Rudd Resources' observations:
- Recent shifts in journalism make opinion writing more urgent. Earlier this year, the entire editorial board of the Chicago Sun-Times accepted buyouts, and many papers are scaling back or reshaping their opinion sections. We should acknowledge the loss of those institutional voices. But we must also recognize the space this opens for our own voices, more important now than ever
- As traditional opinion desks shrink, individual credibility is becoming the new currency. Editors may be fewer, but they’re still watching for strong, values-driven voices, especially those backed by lived experience, community ties, or professional expertise. In a fragmented media landscape, who is speaking matters just as much as what is said. Your voice doesn’t need to be polished, it needs to be true
AI Is the New Assignment Editor—Here’s How to Stay on Its Radar
By Brandon Patterson
Artificial intelligence (AI) has transformed how content is delivered. Most people access news via Google and social media, and algorithms increasingly dictate what content surfaces during searches and is boosted in feeds.
Public relations professionals have explored this shift and widely discussed the consequences of this current reality. Less discussed, though, is the extent to which AI has been incorporated into the workflow of many newsrooms, and what that means for organizations pursuing greater media visibility.
An April 2024 study from the Associated Press found that nearly 70 percent of staff at 292 news organizations in the United States and Europe had used AI to draft social media content, stories and headlines. AI is also reshaping how organizations decide what to cover, with many newsrooms now relying on algorithmic tools like Chartbeat and Parse.ly to help prioritize stories based on reader interest, search trends and engagement potential. Other tools such as Primer and Bloom use automated suggestion engines to analyze volumes of data in real time, which help journalists uncover relevant story angles, credible sources and timely background information.
What does that mean for you as an organization trying to be seen and heard?
The takeaway? Basic, longstanding media relations practices are even more crucial. Well-structured collateral and press materials with strong headlines, clear messaging, and relevant data points and keywords that align with how people search for your industry or issues are more likely to get noticed and rank higher in Google searches, increasing the chances that your information is discovered by the public, journalists and AI tools.
Rudd Resources’ tips:
- As editors make decisions about assignments or how to edit a piece, they consider the timeliness and relevance of angles and how follow-up stories might extend the life of a popular one. The more you can connect your story to what's already trending, the more likely your pitch or press materials will break through the noise, especially as newsrooms rely on AI tools to sift through submissions
- Many newsroom tools use AI to surface older but still relevant information when covering new developments. This makes evergreen content—clear, well-structured materials that stay relevant over time—a valuable asset. Maintain an online library of content such as fact sheets, bios, and images that AI tools can easily discover when searching for information related to your work
Down with UGC? It might be just what you need. Why Owned Media and User Content Are Winning in 2025
By Brandon Patterson
Authenticity isn’t just a buzzword, it’s currency. In a world filled with polished, perfect posts and curated campaigns, authentic voices break through the noise. That’s where user-generated content (UGC) comes into play.
The Forbes Agency Council reports that user-generated content adds credibility to owned media platforms, and more interesting, audiences trust owned media channels twice as much as earned media on their own. So, whether it’s a patient or consumer sharing a five-star review, an Instagram Story that shows off your product in action, or a TikTok that features your organization with no prompting, outreach or recruitment, UGC builds trust in a way branded content simply cannot.
The takeaway? If you’re putting all your energy into creating flashy, expensive, high-production media campaigns without directly engaging with your audience, you might be missing the target. If your first thought was, “Why not just pay for a campaign to my boost visibility?” The answer is trust and control. Owned media platforms are fully managed by a company or organization, and forward-thinking entities are now creating systems that actively encourage, celebrate and even reward UGC because it fuels a steady stream of authentic, engaging content that can be shared across channels like newsletters, blogs and social platforms.
Owned media platforms are proving to be powerful tools for building audience loyalty and generating measurable ROI. But it’s more than just reposting a photo, make your audience the STAR of the show! Celebrate them and create space on your platform for their voices to be heard. And consider how to shift the spotlight from your organization to your community because when communities feel seen and heard, they become advocates.
Rudd Resources’ tips:
- Your audience doesn’t want perfection—they want connection. Shift the spotlight onto real people and real moments. Celebrate your community members, partners and program participants. They’re your best ambassadors
- Engagement doesn’t stop at a like. Respond to comments. Reshare posts. Invite feedback. Algorithms reward interaction, but more importantly, your audience feels heard
- It’s better to show up regularly with clear, aligned content than to post constantly without strategy. Map your content to your mission, not just the calendar
Recommended channel focus:
- Blog: Deep-dive into community impact stories and interviews. Anchor them with keywords and linkbacks for long-term SEO wins.
- Instagram: Focus on Stories and Reels. Showcase people using your services or engaging with your work. Keep it visual, real and personable.
- TikTok: Lean into community-generated trends. Educational, humorous, or emotional content performs best—especially when it’s not overproduced.
How to Stay Rooted in Values When Language Gets Politicized
By Nicole Akoukou Thompson
In 2025, many organizations, agencies and businesses have found themselves toeing a careful line.
Language is under a microscope. Words like “diversity,” “equity” and “inclusion” have become flashpoints, with some sectors quietly pulling them from websites and grant language to avoid political backlash. Meanwhile, directives have disrupted funding for community-centered programs, especially those focused on civic engagement, racial justice and youth development.
Still, behind the scenes, many organizations remain deeply committed to belonging, fairness and opportunity. Dr. Lorelle L. Espinosa of the Alfred P. Sloan Foundation wrote an Inside Philanthropy op-ed urging the sector to resist retreating from equity work as public rhetoric grows hostile. She emphasized that clarity, flexibility and values-aligned funding, not vague pledges, are what grantees need most; in her words, this moment demands humility, action that honors resilience and resolve to ensure that values remain unmistakably clear.
The takeaway? Audiences don’t expect perfection, but they do expect you to show up with purpose.
For communicators, this moment calls for a deeper shift, from messaging that performs to messaging that connects. Resonance isn’t about reciting values or publishing pledges. It’s about living those values out loud, in ways that feel real to the people you serve. While performance focuses on managing perception or meeting marketing goals, resonance builds trust through emotion, clarity and shared purpose. That means moving beyond frameworks to real outcomes. From statements to stories. From intention to impact. From what sounds right to what actually matters.
Many leaders are navigating this shift in different ways. Some are speaking more directly about what they stand for. Others are adjusting public messaging while continuing bold internal work. There’s no one-size-fits-all script, but there is a growing need for clarity, consistency and care.
Interesting stats:
- A New York Times analysis from February 2025 found that the U.S. government has removed thousands of web pages referencing “gender ideology” from official domains, representing about one-tenth of one percent of all federal website content (New York Times, 2025)
- Still, 84% of employees say DEI efforts make their workplace better—and 62% want more transparency, not less (BenefitsPRO, 2025)
- Nearly 84% of consumers will recommend a brand based on values (Givsly, 2025)
The takeaway:
Even in complex times, audiences don’t expect perfection—but they do expect you to show up with purpose.
Rudd Resources’ tips:
- Center the outcomes of your work. Go beyond frameworks and buzzwords and focus on the real-world impact by answering some key questions (ex. Who is better off? Who feels seen? What’s different because of your efforts?)
- Use community voices. Use testimonials, authentic partnerships and amplify the lived experiences that reflect your values
- Equip your team. Consider building a clear, values-aligned communications guide that empowers staff to speak with consistency and confidence even as public narratives evolve
Recommended channel focus:
- Owned media like newsletters and blogs, as they allow for nuance and give narratives room to breathe
- Local media and trusted community platforms, especially when messages are tailored to place and partnership
- Social media channels like LinkedIn, which are still ripe for leadership visibility and stakeholder conversations that demonstrate values-driven positioning
TURN DATA INTO ACTION: HOW TO TELL STORIES THAT STANDOUT IN A CROWDED MEDIA WORLD
By Malik Joseph, Nicole Akoukou Thompson
Data in and of itself is not enough.
According to the Harvard Business School Online Business Insights Blog, data storytelling is “the ability to effectively communicate insights from a dataset using narratives and visualizations.” The article notes that storytelling activates multiple areas of the brain—language, emotion, empathy. That makes data more memorable and more likely to move people to act (HBS Online, 2021).
That’s exactly what organizations need right now: data with a storified flourish.
Considering the continued reduction in newsrooms across the country and fewer journalists available to chase down every lead, this is a crucial time to retain both the interest and memory of your audiences. Presenting data points that speak directly to a timely issue can help entice journalists to connect with your vision and give them the material they need to share it in story form.
Journalists appreciate clear, verifiable information. That’s why well-crafted data-backed content not only saves them time but also builds trust and credibility for everyone involved. But this isn’t just about a pitch. It’s about telling a story that resonates.
That same Harvard blog went on to say the following, when developing your angle, consider the following four elements of effective data storytelling:
- First identify the characters in your story. Who has been impacted positively or negatively by the issue? Lead with people.
- Next offer context by painting a picture of the setting. Time and place matter. Help your audience move from a broad issue to a specific and recognizable space.
- Then introduce the conflict. What’s the challenge your characters are facing? This is where your data comes in: stats and trends that illustrate the problem or the stakes.
- Lastly offer resolution. Why is your organization or campaign the right voice to speak to this moment? Why now? Show your role and the impact of your work.
The takeaway? Data becomes powerful when it touches ground. When data is anchored in human stakes and local realities, it becomes more than a point to prove it becomes a point of entry. The goal isn’t to impress with complexity. It’s to clarify what’s urgent, connect it to lived experience and show what’s possible. That’s when audiences lean in. That’s when journalists take notice. And that’s how data becomes story.
Our approach starts at the block level, and our strategy begins by listening. We map trust, habit and foot traffic to equip retailers with tools that expand access and strengthen systems already in motion. Whether through public services or essential products, we scale through relationships, not just reach.
This edition of 'The Current' was reviewed and approved by Kimberley Rudd, and copyedited by Meghan Haynes, David Rudd and Nicole Akoukou Thompson.
How data becomes story
In this example of data-driven storytelling, Rudd Resources will began with three data points: 46 percent of Englewood households live below the poverty line (U.S. Census Bureau, 2023); 23 percent of Chicago residents had low access to food outlets in 2019 (That’s more than one in five people facing geographic barriers to reaching healthy food) (USDA ERS via Chicago Health Atlas, 2019); and premium grocers are significantly less likely to open in Black-majority neighborhoods, where corner and dollar stores are overrepresented (Brookings, 2022).
But data alone doesn’t drive change. So we asked: What does this look like in real life—and who’s already closing the gap?
For over 20 years, Sami Deffala has run Morgan Mini Mart, a compact corner store on the CTA #67 line in Englewood. His regulars span generations, and his shop is both accessible and trusted. In contrast, a Whole Foods that opened nearby in 2016 closed just six years later. Its model mismatched the neighborhood in price, location and tone. Stores like Sami’s are already doing the work. What they lack isn’t relevance, it’s resources.
With small, targeted investments, such as reloadable transit card technology and point-of-sale upgrades, stores like Morgan Mini Mart transform into micro-hubs of mobility and connection, expanding their role as essential community anchors. This also potentially fuels more economic circulation via local supplier support and local job creation.
This isn’t just about corner stores. It’s about recognizing who is already carrying the weight, and what becomes possible when we stop asking them to do it alone. The data reveals a systemic gap, and recent experiences have shown that new businesses bring fresh energy. Yet, we also know that impact comes from investing deeply in trusted local anchors like Morgan Mini Mart. Using data to understand the deeper story allows us to partner thoughtfully with community needs and priorities. With targeted resources and collaboration, including support from clients like Elevated Chicago and Chicago Transit Authority (in partnership with Cubic), we can strengthen these hubs as vital centers of connection, access and economic opportunity.
LISTEN TO 'THE CURRENT'
Channels to utilize 📈
Instagram (Reels & Stories)
Newsletters
Your data-backed insights go further when they’re paired with leadership visibility.
We recommend turning key stats into brief LinkedIn posts, carousels, or 90-second videos featuring your spokesperson or team member. Authentic, expert-driven content builds trust with funders, partners and stakeholders.
Newsletters
Instagram (Reels & Stories)
Newsletters
Owned media builds long-term credibility, especially when it features real voices.
We recommend dedicating a section of your newsletter to community stories or UGC highlights. Add a short “By the Numbers” visual or one powerful quote backed by data. Keep it skimmable and values-driven.
Instagram (Reels & Stories)
Instagram (Reels & Stories)
Instagram (Reels & Stories)
Your audience will retain more of your message if you share it via video, compared to just text. We recommend filming vertical, under-60-second videos that spotlight one clear message or stat. Use Reels and Stories for better reach. especially when you let community members do the talking. That’s where trust lives now.
Final Word
We’d love to hear your ideas for our next edition of The Current.
If you’d like to talk through these tips, or explore how we can support your communications, marketing, public relations or community engagement goals—reach out anytime.
Soundtrack for a steady course
Copyright © 2025 Rudd Resources LLC - All Rights Reserved.
This website uses cookies.
We use cookies to analyze website traffic and optimize your website experience. By accepting our use of cookies, your data will be aggregated with all other user data.