We’re proud to share that Tiffany Muehlbauer, CEO and Founder of Arma Communications, was recently featured in CommPro, a leading industry platform for public relations and communications professionals.
In her article, “Why Brands Need to Embrace The Pool Theory™,” Tiffany introduces Arma’s signature philosophy for strategic visibility, long-term brand resilience, and proactive communication in a fast-moving, high-stakes world.
“Brands that stay in motion—those who communicate consistently, show up authentically, and build credibility over time—are better equipped to absorb challenges and respond with clarity,” Tiffany writes. “When a crisis hits or the market shifts, their audiences already trust them.”
This proactive mindset is the foundation of what we call The Pool Theory™: the idea that a brand in motion—like a pool filled with movement and energy—can better absorb disruption than a still, silent brand that reacts only when something goes wrong.
Tiffany’s thought leadership article covers:
- Why traditional crisis PR often comes too late
- How proactive visibility builds brand equity
- The risks of silence in a reactive media landscape
- What it looks like when brands lead before the splash hits
Whether you’re a CEO, CMO, or communications professional, The Pool Theory offers a valuable lens for rethinking your approach to brand strategy, internal communications, and reputation management.
