PR's Top Pros Talk

Tim Johnson, President of Upraise Marketing + Public Relations, provides insights on how startups can adeptly begin their brand narrative in PR. He discusses the various channels and mediums for these firms to plan for and capitalize on to ensure the receive positive consumer sentiment. He also explains the role of agencies in working with the startups and the need for ‘nimble feet’ as the new bra...

Sabrina Macias, Vice President of Global Communications at DraftKings , addresses how communicators can reach their audiences in authentic and nuanced ways. She goes in depth on how brands can control the narrative of their portrayal in their respective markets and business environments. She emphasizes the importance of preparation for one’s public relations moves based on other contingent factors...

Vanessa Wakeman, Founder & CEO, of The Wakeman Agency , a social change firm providing strategic communications support to nonprofits and socially responsible companies, discusses how brands can start integrating social justice into their messaging in an authentic way. She dives into the agency’s Louder than Words initiative, which was developed to help correct pervasive funding inequities in...

Cathy Decker, Co-Founder & Principal, The Decker/Royal Agency , discusses how to create a welcoming environment and navigate the challenges of hospitality while staying safe. She sheds light on an agency’s role in working with hospitality brands, and how one can integrate with management to create the most customer value.

Valarie De La Garza, CEO, Fenton , shares insights on how to create positive social change through strategic communications. She discusses the shift from just talk to action for demonstrating greater inclusivity. Valarie also goes into navigating the definition of what social good is from multiple perspectives.

Christina Stejskal, VP, Global Communications, Fender , emphasizes the importance of crafting inclusive marketing campaigns and strategic overarching messaging. She shares examples of how the brand manages to keep existing customers engaged and involved while offering insights into securing quality media over quantity.

Jennifer Curley, President & CEO, Curley Company , discusses how associations had to navigate the challenges of hosting events as a result of the pandemic. She emphasizes the importance for associations to provide member value. Jennifer also goes into how the agency helped their clients to be nimble in the current dynamic environment.

Cathy Fink, President, Makovsky , offers insights into the challenges of taking on a leadership role at a legacy PR agency. She shares lessons learned and practices from her experiences at a larger public traded company that can have a positive impact in a smaller organization. Cathy also discusses the evolving role of communications and the increased need for transparency.

Laura Duda, SVP & CCO, Goodyear , shares insights on positioning a brand outside of its traditional vertical. She shares the challenges of integrated messaging following an acquisition and a joint venture with a competitor. Laura also provides her perspective on how polarization and politics can challenge a company’s external communications approach.

Ken Jacobs, PCC, CPC, Principal, Jacobs Consulting & Executive Coaching , discusses the key role leadership plays in an organization’s success. He stresses the importance of building trust and fostering influence with your constituents as a leader. Ken also emphasizes the increased need to have an opportunity mindset.

Sophie Merven, Head of Communications, IHG Hotels & Resorts , shares her outlook for travel post-COVID from a global perspective. She also discusses how the organization was forced to rethink themselves and make significant changes as a result of the pandemic. Sophie also emphasizes the increased role of PR and earned media in the current environment.

Gina Judge, Senior Director of Communications, PepsiCo , discusses navigating communications for the company’s foodservice business, which encompasses “away from home” channels that were greatly impacted by the pandemic. She sheds light on how PepsiCo worked with employees, customers and consumers to make a positive impact in struggling communities and tackle social injustice. Gina also shares key...

Julissa Marenco, CMO & Assistant Secretary for Communications and External Affairs, The Smithsonian , discusses the challenges of aligned messaging for different museums under the Institution’s umbrella brand. She emphasizes the importance of soft skills and soft influence in building effective relationships within the decentralized enviornment of the Institution. Julissa also dives into the o...

Linda Rutherford, SVP & CCO, Southwest Airlines , shares her predictions for the comeback of travel. She emphasizes the increased importance of integrating communications with marketing. Linda also discusses lessons learned from the pandemic that will continue to be relevant moving forward.

Chris Foster, President, North America, BCW Group , shares insights on how the expectations on how to communicate have changed for organization leaders. He discusses the increased importance of DE&I and his own journey of becoming a Black agency leader. Chris also dives into the rising trend of CEOs being more engaged in the communications strategy.

Christine Barney, CEO, RBB Communications , emphasizes that what you stand for as a business is more important than ever. She shares insights on the future of the workplace, and how her team was prepared for the remote environment. Christine also dives into the agency’s initiatives in the ESG space.

Why are satellite media tours growing in importance as a must use public relations tool? What are best practices? Host Doug Simon interviewed Doug Simon, Founder & CEO, D S Simon Media . They discussed the significant rise in demand for satellite media tours and the increased importance for organizations to communicate with their stakeholders through the media. He offers insights from Nielsen...

Kristen Vigrass, President, The Brandman Agency , shares insights on the challenges of travel communications during COVID and transitioning into a post-pandemic environment. She breaks down how to navigate messaging for different organizations in the industry. Kristen also dives into the Brandman Agency Partner Program that her team developed to provide opportunities for experienced PR professiona...

Ali Lundberg, President, J Public Relations , shares best practices for maintaining culture in the workplace while being remote and spread out. She offers advice on how to gradually revive the travel and hospitality space that has been severely impacted by the pandemic. Ali anticipates a strong return for aspirational travel stories as we transition into a post-COVID environment.

Ashley Miles, Founder & CEO, Franklyn West , and President, New York Women in Communications , breaks down some of the challenges faced by women and women of color in the workforce as a result of the pandemic. She offers advice for organizations to tackle these issues with a focus on retaining and growing existing talent while reengaging those women who exited the workforce. Ashley also shares...

Donna LaVoie, President & CEO, LaVoie Health Science , offers insights into communications challenges for newly formed healthcare companies. She breaks down some of the regulatory hurdles faced by these organizations. Donna also shares best messaging practices for companies who are in the later stages of growth.

Jackie Hartzell, Public Relations Director, Lowe’s , shares how her team managed to stay creative in a time of massive change. She discusses the challenges of navigating messaging across different stakeholder groups. Jackie also dives into some of the home trends that emerged amid the pandemic.

Joanna O’Connell, VP and Principal Analyst, Forrester Research , dives into the shifting trends in the relationship between consumers, brands and content publishers. She discusses the challenges of navigating these changes as a communicator. Joanna emphasizes the importance of looking at different communications and marketing channels as a whole, rather than separate entities. She also highlights...

Karen Clyne, Head of Global Communications, BlackBerry , sheds light on the brand's journey from handhelds to cybersecurity software and rebirthing a post-peak brand. She shares insight on evolving brand perception among key stakeholder groups and audiences to build advocacy. Karen also highlights the company’s initiatives and opportunities for women, including advice for the next generation.