Plus: Klarna shifts its message from flashy to educational with rebrand; MSNBC cuts ties with Matthew Dowd over comments on Kirk shooting.
The Society for Human Resources Management this week announced it will platform Robby Starbuck for its Blueprint event this fall, tapping Starbuck for a panel discussion alongside CNN’s Van Jones and SHRM President and CEO Johnny Taylor, Jr. to address emerging challenges in human resources.
Starbuck, who also recently joined Meta to help mitigate AI bias, is known for his anti-DEI stance and controversial cultural and societal views.
The announcement sparked immediate backlash from HR organizations, with leaders, advisory board members and gender economists calling the move “regression disguised as balance.”
Impactivize advisory board member Shari Dunn said, “SHRM moved away from the word equity, calling it ‘polarizing’ and ‘unclear.’ But now it’s platforming an unqualified anti-DEI influencer…”
On Wednesday, SHRM issued the following statement:
“We firmly believe engaging with a broad spectrum of perspectives is essential for meaningful dialogue and innovation. Robby Starbuck and Van Jones offer viewpoints that resonate with many Americans, and by including them, we demonstrate our commitment to hearing from all points of view. Our nation is built on the foundation of diverse opinions, and our event aims to foster respectful discussion that reflects this reality. Our goal is to help inclusion move forward.”
Why it matters: SHRM’s decision to platform Starbuck immediately triggered reputational risk, particularly since HR is a profession deeply tied to inclusion, equity and workplace culture.
The company framed its decision as an attempt to “bridge divides” and broaden dialogue. But many in its core audience, HR professionals and DEI leaders, saw the move as legitimizing views that undermine their work.
Communicators must weigh whether “balance” risks alienating their most invested stakeholders.
The organization’s statement avoided defensive or apologetic tones. Instead, it leaned on patriotic framing (“our nation is built on… diverse opinions”), aspirational positioning and mission-driven language like “equipping HR professionals with practical tools.”
It reframes criticism as misunderstanding the bigger purpose and ties the choice back to organizational values. Whether or not the choice hurts them in the long run remains to be seen, but it’s clear in this case that SHRM is standing behind its decision, risks included.
Editor’s Top Reads:
- Payments provider Klarna was once known for its flashy celebrity collabs and clever marketing campaigns, but after going public this week, Klarna CMO David Sandstorm said the company is focused on shifting to a more muted strategy about what Klarna is and who it’s for. “We know for a fact that the old traditional banks and credit cards are among the most hated industries in the world,” Sandstrom told the Wall Street Journal. “How do we communicate in this new reality with TikTok and influencers, how do we make sure to build trust in a world where trust is defined in a completely new way? We’re in the midst of this seismic shift when it comes to digital banking…consumers having a completely new and different relationship to how they pay…A lot of the work that we’re doing within brand, within communication, is really to try to be spearheading that seismic shift that we’re seeing.” Sandstrom is placing emphasis on financial education and transparency, rather than just attention-grabbing stunts. He’s talking about building trust and a reputation as a knowledgeable resource, rather than just a trendy after-payments option. Rebrands don’t always have to be buzzy and loud. When communicators can get their audience to understand the why behind a change, it can be well-received and successful.
- MSNBC has reportedly cut ties with analyst Matthew Dowd over comments he made during a live segment in the immediate aftermath of the Charlie Kirk shooting. Dowd commented that “hateful thoughts lead to hateful words, which then lead to hateful actions” and suggested a gun may have gone off “in celebration” from one of Kirk’s supporters. It didn’t take long for the network to start receiving blowback online and on social media, Deadline reports. MSNBC President Rebecca Kutler said in a statement on X: “During our breaking news coverage of the shooting of Charlie Kirk, Matthew Dowd made comments that were inappropriate, insensitive and unacceptable. We apologize for his statements, as has he. There is no place for violence in America, political or otherwise.” Dowd was reportedly terminated following the statement. Kutler was quick to deem the comments inappropriate and unacceptable, reiterating that both the network and Dowd apologize for what happened. This can be tricky for a number of reasons. Companies must be sensitive to highly emotional situations and prepare employees accordingly. Kutler’s statement was clear and genuine, though it lacked an action attached to it. While Dowd was let go later, companies risk more reputational damage if they do not address how they’re going to move forward.
- The popular influencer platform LTK, which connects brands and creators, recently launched Brand Profiles in their consumer app so brands can directly engage consumers by curating creator content, telling brand stories and offering social features like commenting and subscribing. In a press release this week, LTK said this feature would be free for all small businesses, providing them with a greater chance for reach and engagement through influencer partnerships. “What was once focused on campaign management, LTK has now evolved into an all-in-one, full-funnel platform, designed to power every stage of creator marketing,” the release stated. By giving brands their own presence in the app and tools to manage creator content, LTK increases opportunities for brands to deepen relationships and generate loyalty with influencer partnerships, while also providing a space for more authentic storytelling, something consumers are increasingly demanding.
Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at courtneyb@ragan.com.
The post The Scoop: SHRM stands behind Starbuck selection amid backlash appeared first on PR Daily.
