New Starbucks CEO to work remotely amid RTO, Crooked Media workers ratify union contract

Greetings, comms pros! Let’s look at a few news stories from the past week and see what we can learn from them.

1 . Starbucks chief will work from home while other corporate employees work on-site 

How would you feel if your company’s leaders told you to head back to the office, but the head honcho got to work from home? Well, that’s exactly what’s going on at Starbucks right now, as former Chipotle CEO Brian Niccol is set to take the reins with a rich contract and work-from-home benefits as many of his employees are forced to head back to corporate headquarters in Seattle.

According to The Guardian, Niccol will be allowed to work from his California home, will receive access to a corporate jet to get to Washington State when needed, and will have a local assistant to help in his duties.

While Starbucks is fully within its right to implement a return-to-office initiative, it’s worth considering how this might look in the eyes of employees. A “remote work for me but not for thee” situation isn’t something you want to defend. Your leaders should provide an example for employees, and transparency is a major part of getting buy-in for leadership decisions. It’ll be worth watching to see if there’s a reaction to this move from the Starbucks employee base and how the company handles any potential backlash.

 2. Crooked Media staffers sign on to union contract

Workers at Crooked Media have signed their union contract, with provisions that account for a 15% pay raise, protections against AI, and better healthcare offerings. The agreement between Crooked and WGA East comes after more than a year of labor talks and as part of the deal, the union withdrew accusations of “union-busting” on the part of Crooked.

According to Variety:

“Today, members of the Crooked Media Workers Union ratified its first contract with a unanimous yes and 100 percent participation,” representatives for the Crooked Media Workers Union said in a statement Thursday. “It’s one thing to talk about the power of unions; it’s another to actually do the work. We’re pleased to have secured a fair, progressive contract, and for those wins to set a new standard for the industry at large. If we inspire workers at one other company to stand up together, fight for each other, and insist on what they deserve, this has all been worth it.”

Union comms are an area in which communicators need to be both strategic and careful. Our editor-at-large Jess Zafarris outlined some best practices for us last year, and she shared that comms pros should be deeply familiar with the unionization process and accompanying laws, should maintain transparency, and learn from the mistakes of others.

It’s great that Crooked and WGA East came to a deal, but the hope is that negotiations can go smoothly enough that one side isn’t accusing the other union of busting. Having a plan on the organizational end can help avoid missteps that lead to public shaming of one side or another.

 3. Half of companies report many of their layoffs weren’t necessarily cost-cutting moves: study

When layoffs happen, it’s usually assumed that they happen due to financial concerns. But a study from Resume Builder might just buck the trend on that conventional wisdom.

The study showed that half of business leaders said that 75% or more of layoffs at their companies weren’t necessary for cutting costs and that the top reason for hiding termination decisions was to keep morale afloat.

“This lack of transparency is further highlighted by our survey, which indicates that numerous companies use layoffs as a cover for firing employees who are underperforming. Instead of addressing performance issues directly, these companies cite cost reductions as the reason for layoffs, obscuring their true motives.”

“Such practices contribute to the growing erosion of trust between employers and employees,” says Resume Builder’s Chief Career Advisor Stacie Haller.

We say it all the time here at Ragan, but transparency should be one of the key things you lean into as a professional communicator. If you’re building your layoff comms strategies on untruths, it just isn’t sustainable. Trust is your most valuable currency as a communicator. Give it to your people straight — they’ll appreciate it much more in the long run, and you’ll find it much easier to retain and attract top talent.

4. How about some good news?

• A baby was born in a movie theater in Wales and was gifted free movies for life because of it.
• A sports bar focusing solely on women’s sports has opened in California.
• Two teens invented a device that uses ultrasound waves to eliminate microplastics.
• Ragan Training is great for communications pros to find inspiration and resources.
• You should be rewarded for your work. Find out how to earn an award here!

Have a great weekend comms all-stars!

Sean Devlin is an editor at Ragan Communications. In his spare time he enjoys Philly sports, a good pint and ’90s trivia night.