When I was at BlueCross BlueShield of South Carolina, we grew the company’s Twitter account from zero to 10,000 followers without spending a dollar on ads. Most of it came from replying to people who had the flu.

(And, yes, I’m calling it “Twitter” here because the platform was still called Twitter when we first launched this social media strategy. And TBH, I’m still not 100% comfortable calling it “X”)

I spent 10 years at BlueCross before joining NP Strategy in January 2024. Plenty of what I learned there shapes how I advise clients now, and this story comes up in client meetings more than almost any other.

I posted a short version of this story on LinkedIn a couple of years ago, and it’s still one of the most-read things I’ve put there. I think it hit because it runs against how most brands treat social media. They publish, then wait. They answer the people who tag them. Everyone else in their market, talking openly about the exact problems the brand exists to solve, goes unheard.

This is the longer version, with the details that didn’t fit in a LinkedIn post and a few things I’d do differently today.

What we actually did

Every day, someone on my social media team searched Twitter for tweets posted in our market that used words like these:

• Sick
• Barf
• Flu
• Doctor
• Surgery
• ER
• Hospital

There were far more of them than we expected. Stomach bugs, a kid’s fever, a knee surgery scheduled for Friday, a long night in the ER. People post about this stuff constantly.

So we replied. Short notes, signed with the initials of whoever wrote them:

Wishing you a speedy recovery and hoping you feel your best soon. ^RC

Get well soon! Remember to take care of yourself and rest up. ^CL 

Wishing you well as you recuperate. Let us know if there’s anything we can help with. ^LM

We never checked whether someone was a customer before replying. If they were, great. If they had coverage with a competitor, even better. Now they’d had a kind moment with a brand they didn’t do business with.

What happened

Not everyone was glad to hear from us. A few people told us, in so many words, to get lost. Others made it clear how they felt about insurance companies in general.

Most responses were warm, though, and they came with likes, retweets and follows. One reply showed up so often we started expecting it, some version of: Didn’t expect that. Nice to see an insurance company that actually cares.

That reaction is the whole point. Looking back, a few things were working in our favor.

• Nobody expected it. People brace for an insurance company to deny a claim. They don’t expect one to check in while they’re on the couch with a thermometer. The surprise is what got replies liked and shared.

• The timing was right. We weren’t interrupting anyone with an ad. We were responding to something they chose to post publicly, close to when they posted it.

• It happened in front of an audience. Every reply was visible to that person’s followers. One kind note to someone with 300 followers put the brand in front of 300 more people in a good light.

• It came from a person. Using our initials really mattered. A signed reply tells people someone actually read their tweet.

Most monitoring is set up to play defense

Almost every brand I’ve worked with since moving to the agency side has some kind of social monitoring in place. Usually it’s pointed at the company name, a few executive names and a list of crisis terms. The job is to catch complaints before they spread and flag anything legal should see.

That’s worth doing. It also turns monitoring into a smoke detector, something that only speaks up when there’s a problem.

The BlueCross program used the same kind of search for a different job. We weren’t looking for people talking about us. We were looking for people going through the exact thing our brand exists for, whether or not they’d ever think to tag us. That pool of conversations is much bigger than your mentions, and in our experience very few brands show up in it.

How to set this up for your brand

The platforms have changed since we ran this. Twitter is X now, and a lot of the conversation has moved to Threads, Reddit, TikTok comments, LinkedIn and Bluesky. The approach works on all of them.

• List moments, not brand terms. Write down what your customers are going through right before, during or after they need you. A moving company might search “closing on a house” or “signing the lease.” A regional bank might look for “first paycheck” or “car broke down.” Start with 15 to 25 terms.
• Keep it local if you are. If you serve a specific market, filter by location. A reply from a brand in your own state lands differently than one from a national account.
• Use the tool that fits your budget. Native search on X, Reddit and TikTok costs nothing. Listening platforms like Sprout Social, Brandwatch, Meltwater or Talkwalker save time once volume picks up.
• Put it on the calendar. We searched daily. Thirty focused minutes every morning beats a three-hour sweep on Fridays, because a reply only works close to when the post went up.
• Write guidelines, not scripts. Give the team sample replies and clear rules on tone, then let them write each one fresh. People spot copy-and-paste replies fast.
• Sign the replies. Initials or first names make the account feel staffed by humans.
• Track what comes back. Log replies sent, replies received, sentiment, profile visits and new followers. After a month you’ll know which keywords earn their spot on the list.

Guardrails I’d put in place today

Ten years inside a health insurer teaches you how fast a well-meaning reply can turn into a compliance question. Outbound commenting can go sideways quickly, especially in regulated industries. These are the rules I’d set before anyone sends a reply:

• No selling. The moment a get-well note turns into “have you thought about switching plans?”, you’ve spent the goodwill you were trying to build.
• Never ask for personal details in public. No questions about a diagnosis, a policy number or a claim. If someone wants help, move it to DMs or a phone line.
• Skip the serious stuff. A stomach bug is fair game. A cancer diagnosis, a death in the family or a mental health crisis is not the place for a brand to show up with a stock line.
• Bring compliance in early. Healthcare, finance and legal clients should have compliance review the keyword list and reply guidelines before launch, not after the first complaint.
• Let angry people have the last word. Some will tell you to go away. Don’t argue.

Watch how each keyword performs, too. If one keeps drawing hostile replies, drop it.

Start with one keyword

You don’t need a new platform or an ad budget to test this. Pick one moment your customers go through, search for it in your market tomorrow morning, and reply to five people the way a decent person would. See what comes back.

If a health insurance company can win people over by wishing strangers a speedy recovery, your brand probably has a way in too.

NP Strategy helps brands build social listening and community programs that go beyond tracking mentions. Get in touch if you want help setting one up.

Marketing Executive Carissa Finan Hired to Lead Upstate Expansion

NP Strategy, a strategic communications firm providing crisis, media, and public relations assistance, announced its expansion today with the opening of an office in Greenville, South Carolina. To lead Upstate operations, the firm has named marketing executive Carissa Finan as Senior Director. While NP Strategy has served clients across the Upstate for years, this physical expansion establishes a permanent local presence to better support the region’s growing market.

“Greenville is one of South Carolina’s most important centers for business and growth,” said Amanda Loveday, CEO of NP Strategy. “Establishing a presence in the Upstate is a natural next step for our firm, and Carissa is the right person to lead that effort. She knows this market, understands the people and businesses that drive it, and brings relationships and experience that will serve our clients well.”

NP Strategy represents clients across diverse industries, providing strategic guidance, media relations, crisis communications, and public affairs services. With the expansion into Greenville, NP Strategy now has a presence in six cities across the Southeast: Columbia, Charleston, and Greenville, South Carolina; Charlotte and Raleigh, North Carolina; and Birmingham, Alabama.

Finan brings extensive leadership experience in strategic marketing and business development to NP Strategy. She joins the firm following six years at RingoFire, where she most recently served as Senior Vice President, specializing in strategic and creative marketing solutions ranging from brand development to targeted audience campaigns. Prior to her time at RingoFire, Finan spent 10 years at Techtronic Industries.

“I’m excited to join NP Strategy and help build the firm’s presence in the Upstate,” said Finan. “I’ve spent nearly two decades working with businesses throughout this region and have seen firsthand how much it has changed and grown. There is a lot happening here, and I am looking forward to helping businesses and organizations across the Upstate navigate what comes next.”

Finan can be reached directly at carissa@npstrategy.com.

My path to NP Strategy looks a little different from most, but I’ve come to see that as one of my greatest advantages.

I spent over 15 years in politics, working campaigns at every level — city council, mayor, state legislature, Congress, governor and three presidential campaigns. With few exceptions, I was the communications person in the room. That meant working with national political reporters, shaping daily strategy, managing crises, handling scandals, absorbing hard losses and helping pull off a few monumental upsets.

Campaigns teach you quickly that every day has winners and losers. Every news cycle creates opportunity or risk. The job is to understand the moment, move fast, stay disciplined and stack enough small wins to be ready for the big one.

I also spent nearly a decade at the South Carolina State House, including time as executive director of the House Democratic Caucus and communications adviser to the House Minority Leader. Working from the minority teaches a different kind of discipline. When your legislative options are limited, your best tool is often the ability to take a message directly to the public through the media, digital platforms, and trusted voices.

That lesson shaped the proudest moment of my career. After the tragedy at Mother Emanuel AME Church in Charleston in 2015, I helped my bosses make the public case that the Confederate battle flag had to come down from the State House grounds. It was a fight we had taken on for years without success. That awful day changed hearts and minds, and I was honored to play a small role in the team that helped get it done.

In 2018, I served as general consultant and chief strategist for Joe Cunningham’s upset victory in South Carolina’s First Congressional District, helping elect the first Democrat to win that seat in 40 years. After nine straight election cycles, I stepped away from campaigns and found my way into the rapidly changing world of college athletics, NIL, and sports communications.

That move felt natural. Modern sports now operate with the same intensity I knew from politics: constant scrutiny, passionate audiences, reputational risk, donor pressure, media attention, and high-stakes decisions made in public. I became a licensed athlete-agent, represented more than twenty student-athletes across South Carolina, and later co-founded and led The Charleston Edge, College of Charleston’s NIL collective.

Today, I’m excited to bring that blended experience to the amazing team at NP Strategy. High-stakes communications can be learned through many paths. Mine has prepared me to help clients navigate pressure, shape public narratives, and win trust when it matters most.

Learn more about NP Strategy’s strategic communications, public affairs, crisis communications, and sports communications services here.

Before joining the NP Strategy team, I worked in government. I sat through the council and board meetings, read the reports, and watched well-intentioned organizations lose their audiences one acronym at a time.

Here is what that experience taught me: plain language is not a style choice. It is a public service.

The Jargon Trap

Government runs on technical language. Ordinances, rights-of-way, comment periods. Inside the building, those words are precise and useful. Outside the building, they are a wall. When residents cannot understand what their municipality is doing, they do not assume the work is complicated. They assume something is being hidden. Clarity and trust rise and fall together.

If They Have to Decode It, They Will Skip It

People are busy. A press release that takes three reads to understand will get very low engagement. Every layer of jargon shrinks your audience, and the people who tune out first are often the ones the decision affects most.

Translation Is Not Dumbing Down

The objection I heard most often: “We can’t oversimplify this.”

Fair.

But plain language does not remove substance. It removes barriers. “The amendment modifies dimensional requirements” and “the change updates how close buildings can sit to the property line” say the same thing. Only one gets understood where it matters most.

A Quick Test Worth Stealing

Before anything is published, read it aloud and ask: would my neighbor understand this?

Not a colleague. A neighbor with no background on the issue and 90 seconds of attention. If the answer is no, the document does not pass the test.

Plain Language Travels Further

Clear writing is also accessible writing. Short sentences and everyday words help readers using screen readers, residents with varying literacy levels, and anyone skimming on a phone.

Plain language also translates faster and more accurately into other languages, because there is less jargon to untangle. That is how one document reaches an entire community.

Clarity Is Credibility

Plain language gives residents something rare: the feeling that their leaders and public agencies want to be understood. The agencies that build understanding in calm moments are the ones the community trusts in tense ones.

Ready to make your message land on the first read? NP Strategy helps public agencies and organizations communicate clearly when it matters most. Let us help with message development for your next project.

No RSVPs? No Problem. 

Journalists have less time to spend on stories as resource pressures are reshaping newsrooms. Nearly half of surveyed journalists cited “resource constraints” as their biggest challenge in 2026, according to Cision’s State of the Media report. 

More bylines and less time can equal low turnout at press conferences if you’re not strategically considering how best to include reporters in your planning process. Here are three steps to boost attendance at your press conferences: 

Determine your why

When the possibility of hosting a press conference comes up, ask yourself: why should this be a press conference? 

To best help determine whether it is the best fit, consider visual opportunities, access to interviewees and whether the news is significant enough to warrant a press conference. 

NP Strategy Media Team supporting media coverage for the unveiling of the Lenovo Center in Raleigh, NC . 

Be wise about time and location

Spend time talking with reporters in your coverage area before ever needing to hold a press conference. 

Maintain a document with broadcast deadlines and newsroom meetings so that you can plan strategically. A press conference very early in the morning or late in the afternoon will not draw as much attendance (unless it is a breaking news event). 

It’s vital to consider location. Choose somewhere that will not be far for local reporters to travel and ensure that they have clear directions. 

Give them something they can’t get anywhere else

Reporters increasingly have less time to spend on stories so it’s crucial to hold press conferences that are worth their time. 

Reporters want access to interviews that they can only get at this press conference (think: bringing in the CEO of a newly announced company and making them available for an interview following the press conference). They want visuals and soundbites that are interesting and easy to capture. 

To get them there, ensure you’re planning an event that considers newsworthiness, promises exclusive access and includes enticing visuals. 

At NP Strategy, our team of former journalists and professional communicators help clients elevate their public profile through media coverage. If you want to learn more about how we can help you handle media relations, click here.

It’s easy to assume that successful public relations is primarily driven by digital clicks, impressions, and engagement metrics. While those indicators are important, they can’t replace one of the most vital elements of effective communication: relationships.

My background in campaign financing for senators and engaging stakeholders ranging from lobbyists to C-suite executives reinforced a critical truth: meaningful relationships are the foundation for influence. Whether coordinating meetings, planning events, or facilitating conversations, success was rarely about a single interaction. It was about understanding who mattered, when to engage them, and how to build trust over time.

Identifying Key Stakeholders Who Matter Most

That same principle is at the core of effective stakeholder management in public relations.

Before any outreach begins, identifying the right stakeholders can make or break a strategy. Not every audience carries the same weight, and not every voice needs to be engaged at the same time. Taking a strategic approach to mapping key individuals and groups ensures that communication efforts are focused, intentional, and aligned with broader goals.

Building a Strategic Engagement Plan

From there, success depends on having a clear, customized plan. Proactive stakeholder engagement requires thoughtful planning that considers timing, messaging, and potential responses. Whether launching an initiative or navigating a high-stakes situation, a well-developed plan creates the structure needed to move forward with confidence.

Executing with Intention

Execution is where strategy truly comes to life. Thoughtfully managing interactions can shape outcomes in meaningful ways. In many cases, it’s not just what you say, but when and how you say it that determines success.

Strengthening Relationships Across PR Efforts

This approach also strengthens traditional PR efforts. Media outreach, for example, becomes far more effective when built on established relationships and credibility. The same holds true for client partnerships. When trust is established, communication becomes more transparent, alignment improves, and results follow.

Why Stakeholder Management Matters More Than Ever

Now more than ever, organizations have an opportunity to stand out by prioritizing genuine connection and strategic engagement. Understanding your stakeholders, maintaining consistent communication, and approaching each interaction with intention leads to stronger, more sustainable outcomes.

The Foundation of Long-Term Success

While tools and platforms will continue to evolve, the foundation of public relations remains unchanged. Strong relationships supported by thoughtful stakeholder identification, strategic planning, and intentional engagement not only enhance communication efforts but ultimately drive success when it matters most.

Learn more about how strategic stakeholder management can strengthen your next initiative on our website.

CHARLESTON, S.C. (March 16, 2026) – NP Strategy, a strategic communications firm providing crisis, media and public relations assistance, announced sports marketing and public affairs strategist Tyler Jones has joined the firm as a director in its Charleston office. Jones brings experience in public affairs, sports marketing, and community engagement, strengthening NP Strategy’s growing South Carolina team.

“Tyler brings a unique combination of public affairs, communications, and sports marketing experience that will be a tremendous asset to our clients,” said Amanda Loveday, CEO of NP Strategy. “His deep relationships across South Carolina and understanding of how public perception can influence policy make him a valuable addition to our team.”

Jones brings nearly 20 years of experience advising elected officials, advocacy organizations, and business leaders across the Southeast. He spent nearly a decade at the South Carolina State House, serving as executive director and later senior advisor to the South Carolina House Democratic Caucus. In that role, he led communications, legislative strategy, and campaign operations and played a senior role in coordinating the legislative and communications strategy behind the successful removal of the Confederate flag from the South Carolina State House grounds in 2015.

Jones later served as chief strategist for U.S. Congressman Joe Cunningham’s historic 2018 victory, which flipped South Carolina’s First Congressional District for the first time in 40 years. Over the course of his career, he has held senior roles on three presidential campaigns and has advised governors, members of Congress, and legislative leaders throughout the region.

In addition to his public affairs work, Jones has deep experience in the business of college athletics and NIL. A former certified athlete-agent, he co-founded and previously served as Chief Executive Officer of the Charleston Edge Collective, the official NIL collective of the College of Charleston. Combined with his public affairs background, this experience gives him a a practical understanding of how reputations and relationships are built and protected.

“NP Strategy has built a reputation that speaks for itself, and I’ve respected this team’s work for years,” said Jones. “I’m grateful for the opportunity to contribute, drawing on two decades of experience across politics and government, crisis communications, and the sports industry. I’m eager to keep raising the bar alongside an already exceptional group of professionals.”

A native of New Bern, North Carolina, Jones is an alumnus of Charleston Southern University and has called Charleston home for more than 20 years. He lives on Johns Island with his wife, Lauren, and their two children. Outside of work, he is an active musician who performs throughout the Charleston area.

Reach Tyler Jones at Tyler@npstrategy.com 

About NP Strategy

NP Strategy is a strategic communications firm composed of former journalists, communications professionals, political insiders, and public relations executives. NP Strategy is a wholly owned subsidiary of Maynard Nexsen, a 600 attorney national law firm with 31 locations from coast to coast, providing NP Strategy access to deep relationships across the United States. For more information, visit www.npstrategy.com. 

Political communication is exciting, fast-paced, and high stakes. Whether you’re working on a campaign, for an individual, at a nonprofit, or in public affairs, the pressure to move quickly and make an impact is real. 

If you have ever watched the dramatic TV series Scandal, you’ve seen political communication at its most dramatic in war rooms, crisis statements drafted at midnight, and reputations saved in a single press conference. 

While real-life political communication is usually less glamorous than Olivia Pope’s world, it moves fast, carries weight, and demands precision. The only difference is that there’s no dramatic monologue, no perfectly timed suspenseful music, and no script. Each decision is equally important.

Throughout my time working on Capitol Hill, I saw firsthand how even small communication decisions carry weight. Behind every press release, media call, or statement is a strategic decision that can shape public perception. Keep reading to learn the five most common mistakes young professionals can make in political communication, and how to avoid them.

Confusing Attention with Influence

Going viral is not the same as changing minds. 

Political communication is about more than visibility. A post can blow up and a quote can trend, but if it doesn’t move your target audience, then it hasn’t accomplished its goal. 

✍️Define success before you publish. Set clear objectives.

Prioritizing Speed Over Accuracy

Politics moves quickly, and everything demands immediacy. The pressure to respond first can be overwhelming.

Credibility is key in political communications. 

🕒A five-minute fact check is more powerful than a five-minute reaction.

Talking to Everyone Instead of Someone

Strong political communication speaks a narrative that doesn’t just inform but inspires and engages. Ensure your brand is memorable and meaningful. 

💬Align your brand voice with your message.

Forgetting That Tone is Strategy

In political communication, tone signals confidence and control. If there is one thing your audience will remember, it will be your tone.

How is your audience to believe what you are saying if you don’t believe it yourself? 

✅Become an expert.

Neglecting Relationship Building

At the heart of effective messaging is connection. Credibility is built long before a crisis hits. 

🔒Invest in trust before you need it. The best communicators are as skilled in private conversations as they are in public.

Political communication is not exactly what we see in drama TV, but it is about shaping perception, building trust, and moving your audience toward the desired goals. 

We don’t always get the chance to simply say cut when we mess up our lines, which is why strategic message development is key. 

At NP Strategy, we build impactful, clear messaging. Our team of seasoned communicators ensures every message aligns with your brand, delivering purpose-driven narratives across platforms, even when it feels as if you need an Olivia Pope.

Learn more about NP Strategy’s message development services👉here.