{"id":1117,"date":"2025-06-22T21:56:54","date_gmt":"2025-06-22T21:56:54","guid":{"rendered":"https:\/\/tcap.blog\/?p=1117"},"modified":"2025-06-22T21:56:55","modified_gmt":"2025-06-22T21:56:55","slug":"icymi-cummins-confidential-cummins-sudden-blogging-habit","status":"publish","type":"post","link":"https:\/\/tcap.blog\/2025\/06\/22\/icymi-cummins-confidential-cummins-sudden-blogging-habit\/","title":{"rendered":"ICYMI – Cummins Confidential : Cummins\u2019 Sudden Blogging Habit"},"content":{"rendered":"\n

First published\u00a0May 31, 2025<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

You have to scroll back to 2013 \u2013 a decade ago, a different internet \u2013 to find the last time Cummins even tweeted the word blog<\/em>. One single mention. One corporate echo into the void. And then, radio silence.<\/p>\n\n\n\n

Now, suddenly, two blog posts within a month. Like they just remembered what a keyboard is. Like they\u2019ve suddenly grown a conscience.<\/p>\n\n\n\n

But this isn\u2019t curiosity, or candour. It\u2019s crisis management dressed up in casual tone. The company that spent twelve years not blogging is now trying to soft-launch a personality, hoping no one notices the timing. Hoping no one asks why now?<\/em><\/p>\n\n\n\n

Let\u2019s be clear \u2013 this is not storytelling. It\u2019s corporate damage control with a login screen. This is what you do when the old playbook stops working. When internal comms teams start scheduling \u201cculture\u201d posts not because they have something to say, but because they\u2019ve lost control of the story.<\/p>\n\n\n\n

This is about TCAP, and the heat that comes with public accountability. They see the blog. They see the traction. They see the metrics their own PR team won\u2019t admit they track.<\/p>\n\n\n\n

And now? They\u2019re trying to match tone. Awkwardly, belatedly, and without conviction.<\/p>\n\n\n\n

They talk about \u201clistening to employees.\u201d Where was that energy in the boardroom, when workers were being discarded with a shrug and a shift report? Where was it when whistleblowers stood up and were told to sit down?<\/p>\n\n\n\n

This isn\u2019t a change of heart. It\u2019s a pivot under pressure.<\/p>\n\n\n\n

The truth is, they\u2019re not blogging for their workforce. They\u2019re blogging for us<\/em>. The audience they never planned for. The one that doesn\u2019t fit their stakeholder PowerPoints. The one that keeps asking uncomfortable questions and doesn\u2019t go away when ignored.<\/p>\n\n\n\n

So yes, blog away. Hire the ghostwriters. Add the alt text. Pretend you\u2019ve been doing this all along. Attempt to drown out the criticism. The truth.<\/p>\n\n\n\n

But understand \u2013 the people paying attention now. They\u2019ve seen what silence costs. And no amount of rebranding will unwrite the record.<\/p>\n\n\n\n

We\u2019re blogging too. And we\u2019re not on your payroll.<\/p>\n\n\n\n

Lee Thompson<\/strong>
Founder \u2013 The Cummins Accountability Project<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

First published\u00a0May 31, 2025 You have to scroll back to 2013 \u2013 a decade ago, a different internet \u2013 to […]<\/p>\n","protected":false},"author":1,"featured_media":435,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"7","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"_pvb_checkbox_block_on_post":false,"footnotes":""},"categories":[8,7],"tags":[],"class_list":["post-1117","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-the-cummins-accountability-project-news","category-opinions"],"yoast_head":"\nICYMI - 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