Rebranding the Gulf: A Look at Power, Politics, and Press

What Does the Gulf of America Have to Do with Rebranding?

A recent directive from President Donald Trump to rename the Gulf of Mexico to the "Gulf of America" has ignited a debate within the media and public relations (PR) sectors.

Did you know that the AP Stylebook is in the library of every media person? Yes, believe it or not, we actually have standards and practices for how sentences should be written and how subjects should be covered.

The Associated Press (AP), a newswire and the leading authority in worldwide journalistic practices and style standards, has chosen to maintain the traditional name “Gulf of Mexico” in its AP Stylebook. In response, the White House has restricted AP reporters’ access to events as punishment for not complying with the rebranding directive.

This situation underscores the intricate relationship between governmental rebranding, media standards, and PR strategies.

READ THE AP’s OFFICIAL REASONING HERE

New to PR and Media Writing Standards? Here’s What You Should Know About the AP Stylebook

For the past 30+ years, the AP Stylebook has served as the foundational reference guide for journalists and PR professionals, ensuring consistency, clarity, and credibility in communications.

Basically, if you want to write a news sentence, it has to be formatted according to AP style. Any journalist or PR person knows that an editor will take a fat red pen and write “NOT AP STYLE FORMAT” if there are any stylistic errors. Yes, PR people refer to a book and actually debate how to format certain words. Why? Because reporters will literally laugh at you and throw away your press release if it's done incorrectly—or worse, you’ll get a phone spanking on “how to write” something. (Trust me, this has happened to all of us at some point in our careers.)

Now in its 57th edition, the AP Stylebook is updated yearly and widely adopted across newsrooms and PR agencies. It’s a critical tool for effective storytelling and brand messaging, setting the baseline for professionalism and reliability in public communications.

Implications of Governmental Rebranding Efforts

When a government initiates a rebranding effort—such as renaming a geographical area—it presents a unique challenge for media outlets and PR practitioners. The AP has decided to retain “Gulf of Mexico” in its reporting, despite the presidential directive.

The reason the AP has been admonished is that they set the standard and style for the rest of the industry. This creates a unique issue of who sets the standards for geopolitical issues: the one giving the directive or the one recording it.

It might seem like a straightforward rebranding issue, but it’s actually a highly complex geopolitical matter. The AP argues that the name “Gulf of Mexico” has been in use for over 400 years and that, as an internationally shared body of water, Mexico isn’t obligated to follow the name change. As a result, the AP Stylebook will not update its terminology.

If you flip open your style guide to the AP’s definition of “GULF, GULF COAST,” they actually use the Gulf of Mexico as the prime example multiple times. So, I’m not buying an updated version—I’ll just write it in myself. Lol.

To show that the AP is non-partisan, they did update the terminology for Mount McKinley to Denali—both names are listed in the original resource guide. Interestingly, that change was another rebranding directive from the Trump Administration.

Now, the two are duking it out in federal court, with the AP claiming its First Amendment protections have been violated. Even 40+ news organizations—including Fox News and Newsmax—have voiced support for restoring the AP’s White House access.

READ MORE ABOUT THE LEGAL BATTLE HERE

Navigating the Intersection of Rebranding and Media Standards

For PR professionals and brand owners, the tension between governmental rebranding initiatives and established media standards necessitates a strategic approach:

1. Assess the Impact on Historical Brand Messaging:
Understand how the rebranding aligns or conflicts with your organization’s values and messaging. Evaluate the potential effects on your audience's historical understanding, perception, and trust.

2. Engage in Proactive Communication:
Maintain open dialogues with media partners to gauge their positions and reporting practices regarding the rebranding. This can help anticipate coverage angles and prepare appropriate responses.

3. Prioritize Consistency and Credibility:
While adapting to new terminologies, ensure that your communications remain consistent and credible. Abrupt changes without clear justification can confuse audiences and erode trust.

4. Advocate for Editorial Independence:
Support media outlets’ rights to maintain editorial standards. Recognize that forced alignment with external directives can compromise journalistic integrity, ultimately affecting the quality of information available to the public.

Conclusion

The "Gulf of America" naming dispute serves as a poignant example of the challenges that arise when governmental rebranding efforts intersect with established media standards. For PR professionals and brand owners, navigating this landscape requires a delicate balance between respecting authoritative guidelines, like those of the AP Stylebook, and adapting to external pressures.

By prioritizing consistency, credibility, and open communication, PR practitioners can effectively manage their brand narratives amidst such complexities.

Here’s a Fun Story About Media Invites and Clearances

I once attended an Obama White House event in New Hampshire—I was invited by my college, which was covering the event. We had to get media clearance from both the White House and the Secret Service. At the end of the speech, I followed the press pool, thinking it was a luncheon or something. (In my defense, it was lunchtime.) OH, HOW CURIOUS OF ME.

Little did I know, I was waiting in line for a one-on-one Air Force One meeting that was obviously invite-only with the press pool. Although the credential allowed me in the room, it was not an All-Access pass. That’s when the media person looked at my basic credentials and was like, “ha, ha, ha, no.” I later learned that different events — even rooms — have different media clearances. Their team was VERY NICE about it and instead surprised me with access to say bye to the President as he boarded the plane. He laughed when he was told what happened, I joked, “At least, Hillary handed me a slice of pizza.” (Which is another true story, but, that’s a story for another day.)