Navigating News-triggered Business Communication Challenges: Strategic Management of Media-Driven Brand Risk

NaYoung Song and Jim Pierpoint (Grady MA alum), “Navigating News-triggered Business Communication Challenges: Strategic Management of Media-Driven Brand Risk”, presented at 2025 Association for Business Communication (ABC) Annual International Conference in Long Beach, California, 15-18 October 2025. Abstract: This study introduces a framework for managing media volatility and brand perceptions in rapid news dissemination, through social media. Aiming to shift business communication from reactive to proactive, optimizing strategic positioning to manage risk and crises—the study focuses on the U.S. financial sector, analyzing news impact on brand perceptions.

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