Costco targets tariffs, tech throws tantrum

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Communication Breakdown

OCR Network

64 episodes

1 week ago

Communication Breakdown is a postgame show for PR pros. In each episode, hosts Craig Carroll (fmr. USC Annenberg, UNC Chapel Hill) and Steve Dowling (fmr. OpenAI, Apple) discuss the strategies and tactics companies are using in high-visibility crises and PR initiatives, giving listeners unique insight into how key decisions are made.

The podcast offers two unique perspectives on communications theory and practice, drawing on Craig’s teaching and research at top universities around the globe and Steve’s two decades of experience as a comms leader at some of the world’s most influential companies.

Whether you're a PR professional, marketing executive, or just curious about how companies make key communications decisions, you'll find these discussions insightful and valuable.

All content for Communication Breakdown is the property of OCR Network and is served directly from their servers with no modification, redirects, or rehosting. The podcast is not affiliated with or endorsed by Podjoint in any way.

Costco targets tariffs, tech throws tantrum

Communication Breakdown

26 minutes

1 month ago

Costco targets tariffs, tech throws tantrum

In this episode of Communication Breakdown, Steve Dowling and Craig Carroll examine two distinct communication strategies playing out in the same political environment. First, they look at Costco’s decision to sue the Trump administration to recover tariff payments, a move that positions the retailer as a disciplined, process-driven actor defending its business model and its promise of predictable low prices. Then they break down the tech-sector backlash to a New York Times profile of David Sacks, highlighting how Silicon Valley elites turned a contained story into a governance and credibility problem through overreaction. For PR and corporate affairs professionals, the contrast delivers a clear lesson in how organizations either reinforce or erode trust depending on their posture toward scrutiny, institutions, and accountability.

Takeaways

Costco’s lawsuit is a model of restraint, clarity, and institutional trust, aligning with its reputation for predictability and customer value.
High-trust brands gain influence when they work within established processes and let filings speak for themselves.
The Sacks backlash shows how tech elites can escalate a story by treating scrutiny as a personal attack rather than a governance issue.

Topics Mentioned
tariffs, emergency powers, corporate reputation, institutional trust, narrative defense, political risk, media strategy, backlash dynamics, governance, conflicts of interest, influencer amplification, tech industry communications, legal timing, crisis response, stakeholder expectations

Companies Mentioned
CableSoup, Airbus, Amazon, Target, Southwest Airlines, Costco, Trump Organization, Nvidia, New York Times, SpaceX, Salesforce, Andreessen Horowitz, OpenAI, Coinbase

Episode Hashtags
#CableSoup #Airbus #Amazon #Target #SouthwestAirlines #Costco #TrumpOrganization #Nvidia #NewYorkTimes #SpaceX #Salesforce #AndreessenHorowitz #OpenAI #Coinbase #CorporateCommunications #PublicRelations #CrisisManagement #ReputationManagement #MediaStrategy #TariffPolicy #TechIndustry #Governance #ShawnPNeal #AdvoCast #OCRNetwork

Communication Breakdown is a production of the Observatory on Corporate Reputation.
Hosted by Craig Carroll and Steve Dowling.
Produced by Shawn P Neal and the team at AdvoCast.

For questions, feedback, or episode suggestions, reach out at podcast@ocrnetwork.com