Plus: X CEO resigns; Pfizer announces departure of longtime comms pro.
By the time I get to the security checkpoint at the airport, I’m so used to dragging my luggage behind me while simultaneously half-stepping out of my shoes that I don’t even think about it anymore.
A bit of a drag, but it’s policy, and has been for decades.
That policy changed this week with the announcement that the Transportation Security Administration would no longer require passengers to remove their shoes while going through security checkpoints.
In a release on Tuesday, Homeland Security Secretary Kristi Noem cited improved hospitality and lower wait times for travelers.
She said: “Ending the ‘Shoes-Off’ policy is the latest effort DHS is implementing to modernize and enhance traveler experience across our nation’s airports.
“We expect this change will drastically decrease passenger wait times at our TSA checkpoints, leading to a more pleasant and efficient passenger experience. As always, security remains our top priority. Thanks to our cutting-edge technological advancements and multi-layered security approach, we are confident we can implement this change while maintaining the highest security standards.”
She reiterated that travelers must still show proper identification and go through other “layered security measures” before being cleared to head to the gate.
Why it matters: Noem’s message is both clear and concise, emphasizing the benefits of the new policy, while highlighting that safety remains the top priority. She largely avoids jargon and gets to the main point upfront, providing context about why the change is happening.
Noem is quick to address safety concerns and emphasizes how this policy change will improve efficiency, enhance security and make the overall customer experience more enjoyable.
Providing context around the ”how” and ”why” can ease any concerns travelers might have with clarity and transparency, reassuring that passengers have one less thing to worry about.
When messages are clear, there’s less confusion about what you’re trying to convey. Placing emphasis on key values drives greater understanding and confidence in changes. Organizations can benefit from keeping the message to the point, focusing on top priorities and providing context about why you’re taking action.
Editor’s Top Picks:
- X CEO Linda Yaccarino today announced she’s leaving her role but did not say why. In a post on the platform, she said: “After two incredible years, I’ve decided to step down as CEO of X. When @elonmusk and I first spoke of his vision for X, I knew it would be the opportunity of a lifetime to carry out the extraordinary mission of this company. I’m immensely grateful to him for entrusting me with the responsibility of protecting free speech, turning the company around, and transforming X into the Everything App.” Yaccarino additionally said her top priorities when she began included prioritizing user-safety and restoring advertiser confidence. Her resignation comes one day after Musk’s AI chatbot Grok received backlash over antisemitic posts on the platform. Yaccarino filled the role of X CEO in 2023, coming from an advertising background with NBCUniversal and was tasked with soothing advertisers following Musk’s purchase of the platform. With Yaccarino out, how will X proceed? Further, what will continued business partnerships look like and what measures will be in place for brand safety? Grok’s outbursts give further concern about whether or not X is a brand safe platform — who is put in that role next will give critical insight into Musk’s mindset for the future of X.
- Longtime comms pro Sally Susman, executive vice president and chief corporate affairs officer at Pfizer for the last 18 years, will leave the company at the end of the year. CEO Albert Bourla shared the news with employees internally and also posted a note on LinkedIn, as did Susman, about the move. Bourla writes: “Earlier today, I issued a letter to our colleagues about another important step we are taking to prioritize focus, speed, and simplify our work processes. As we continue to deliver results, my dear friend and longtime colleague, Sally Susman, and I have decided to integrate the critical capabilities of our Corporate Affairs function into the Pfizer organizations where partnerships already exist.” Susman shared Bourla’s post along with her own message of thanks and next steps. Bourla’s mentions of “focus, speed and simplify(ing)” could show indications of trying to reduce overhead and regain losses due to policy change and drug price reform. By consolidating corporate affairs across existing departments, Pfizer might eliminate redundancies and better integrate messaging across the business, but risks losing its unified message, something Susman championed in her role throughout the years. Is this a one-off as a defining figure departs or a sign of a larger trend about the future of public affairs department?
- Outspoken Sequoia Capital investor Shaun Maguire has sparked public backlash after comments he made on X about New York mayoral candidate Zohran Mamdani were deemed inappropriate. Several executives and other individuals signed a petition calling for Sequoia leadership to address the issue and take a stance. The Wall Street Journal reports that, “For years, (Sequoia) has said it wants to remain neutral even while individuals at the firm are given leeway to speak their minds in public.” One fintech leader said the issue isn’t about Maguire or Mamdani, but rather “It’s about whether Sequoia is willing to finally take a clear stance or accept alienating hundreds of founders who find these views offensive.” The company has not yet publicly addressed the comments made by Maguire. Of course, Sequioa didn’t make the comments, nor did it condone them. But that’s the issue altogether. Through association, Sequoia risks alienating stakeholders and supporters because of the comments. Silence is a statement in and of itself. By continuing to associate someone who made comments that offended many, Sequoia risks tarnishing its own brand, even as it remains officially neutral.
Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at courtneyb@ragan.com.
The post The Scoop: How TSA is communicating major screening change appeared first on PR Daily.
