PR's Top Pros Talk

Roger Bolton, Former CEO of the Arthur W. Page Society and Doug Simon, Founder & CEO of D S Simon Media, engage in a thoughtful conversation about effective leadership practices. With so much external pressure to take a stand on every issue, Roger explains why companies should focus on staying true to their core values. He shares his collaborative approach to decision-making, ensuring that everyone in the organization is working toward a shared vision. Roger also emphasizes the importance of using clear, specific language to foster understanding. Additionally, he highlights the need for strong crisis planning and management.

Sean Layton, Executive Vice President of Earned Media at Zeno Group, shares key trends shaping the media landscape and Zeno's strategy for looking beyond legacy media for great opportunities. He explains how to select the right spokespeople and messaging considerations.

What's ahead for communicators in 2025? We asked 14 of PR's Top Pros to share their key insights in this episode of What to Watch for in 2025.Featured communicators:Doug Simon, CEO of D S Simon MediaSonia V. Diaz, President of the Hispanic Public Relations Association (HPRA) and Founder & President of Zaid CommunicationsRoger Bolton, Former CEO of the Arthur W. Page SocietyJen Dobrzelecki, SVP, Healthcare Group Lead at PadillaSean Layton, Executive Vice President of Earned Media at Zeno GroupMercy A. Quaye, Founder & President of The Narrative ProjectJonathan Heit, Co-Founder and Global CEO of AllisonRachel Neppes, Head of Public Relations for Targus + HYPERMike Rosich, CEO of Current GroupNicole Flowers, Vice President of Media Relations Services at Flowers Communications GroupKen Kerrigan, Senior Vice President and Co-Lead of the Business & Professional Services Practice at The Bliss GroupTaryn Parker, Vice President of SpoolDavid Fuscus, CEO of Xenophon Strategies and Founder & CEO of Précis AIAnna Walsh, Principal of A-Corner Public RelationsAquinas Early, Vice President of Integrated Marketing Services at Flowers Communications Group

Shauna Keough, President of U.S. Public Relations at Syneos Health, shares how she applies behavioral science to build stronger client relationships. She emphasizes the importance of understanding key factors like risk and work-life balance to gain deeper insights into client mindsets. Shauna also explains how she leverages these insights to strengthen her partnerships and drive success. Learn more about D S Simon Media.

In our recent episode of PR's Top Pros Talk, Mike Rosich, CEO of Current Group, shared how mid-sized agencies are uniquely positioned to blend scale, creativity, and strategic agility. He emphasized the importance of building inclusive, audience-first operations and fostering bold, insight-led creativity that earns authentic connections in a polarized world. Drawing on his journey from DNA Communications to forming Current Group, Mike championed a “best idea wins” culture that democratizes creativity and prioritizes purposeful storytelling. His message was clear: in today's complex landscape, you can't buy connection—but you can create it through campaigns that resonate and endure.

Liz Reilly, Senior PR Manager at Next PR, highlights key trends from the agency's client survey. Liz and Doug discuss how clients are increasingly open to exploring innovative strategies to boost brand awareness. They explore the rising trend of employees becoming influencers within their own areas of expertise on social media. Liz also shares valuable insights on how to generate media attention even when there is no breaking news.

Pamela Greenwalt, Chief Communications and Marketing Officer at SAG-AFTRA, reflects on the impactful initiatives taken to secure the ethical use of AI. She explains how AI and deepfakes compromise the integrity of artistic expression. Pamela also encourages other communicators to approach the use of AI with caution and awareness.

Raoul Bhavnani, Chief Communications Officer of Betterment, is redefining fintech with a human-centered approach. He discusses the role of AI in driving innovation internally and externally. Raoul also shares how Betterment's hybrid work model boosts employee and customer engagement.

Sarah Robarts, President and Founder of Ballantines PR, discusses the importance of collaboration between employees, brands, and strategic partnerships. Doug and Sarah delve into the significance of arts and culture within the media landscape. She also shares insights on how to integrate passions into your work.

Davelyn Tardi Reyes, Public Relations Director at Discover Puerto Rico, discusses her tactics for building strong relationships with journalists. She emphasizes the importance of staying informed by engaging with local communities. Davelyn also shares an example of a successful brand partnership.

Sarah Wood, Founder and Chief Communication Consultant at Sarah Wood Communication, offers valuable insights on how organizations can utilize their owned channels. She emphasizes the importance of repurposing content while ensuring consistency and communication. Sarah also advises businesses not to underestimate the power of public relations in helping them achieve their vision.

Megan Noel, Global President of Corporate Affairs at Golin, offers valuable insights from Golin's 2025 Trends Report. She underscores that business transformation and corporate reputation are now inseparable. This convergence demands that companies must approach every decision through a dual lens of operational excellence and reputational impact, recognizing that these elements are inextricably linked in driving long-term business impact.The companies that will win this year will be the ones that effectively communicate their business transformation story to their stakeholders while adapting to an increasingly complex regulatory environment.

Curious about what's next for communicators in 2025? In our second episode of “What to Watch for in 2025”, 12 of PR's Top Pros share their unique perspectives. Topics covered include earned media, evolving client relationships, tech innovations, and more.Diana Littman, U.S. Chief Executive Officer, MSL Chris Hook, Communications Lead, CadenceLucia Lee, Vice President of Media and Public Affairs, Mount Sinai Health SystemMichael Rinaldo, Senior Health Communications Consultant at Michael Rinaldo Health CommunicationsMegan Noel, Global President, Corporate Affairs, GolinJoe Gargiulo, Executive Vice President, Coyne Public RelationsAmira Barger, Executive Vice President of Health Communications and DEI Advisory at EdelmanMichael Kempner, Founder and CEO of MikeWorldWideVanessa Donohue, Vice President of Health, AntennaJeff Winton, Founder and Chairman of Rural Minds and CEO of Jeff Winton AssociatesJackie Cox Battles, New York Consumer Brand Practice Lead and North America Consumer Brand Practice Growth Lead, Weber ShandwickKristi Tyll, Managing Partner, Stratacomm

Renee Mailhiot, Senior Vice President of Earned Media at Edelman, explains how she collaborates with clients to understand their media coverage goals. She shares how she prepares spokespeople to deliver authentic messages that align with the company's narrative. Renee also emphasizes the importance of cultivating strong relationships with journalists in today's ever-changing earned media environment.

Kary Zate, Senior Director of Marketing Communications at Locus Robotics, and Christina Gorini, Vice President at FINN Partners, discuss how they combat misinformation through education. Christina explains how they create in-person experiences to create deeper understanding and engagement. Kary shares insights on how he utilizes testimonials to increase brand awareness.

Mike Gehrig, Managing Director of The Motion Agency, delves into the role of media relations in driving meaningful outcomes. Mike discusses how effective media relations tactics can expand a story's reach and audience engagement. He also emphasizes the importance of analyzing data to uncover meaningful insights.

What's in store for communicators in 2025? 11 PR's Top Pros share their top insights in our first episode of What to Watch for in 2025. Some of the topics discussed include challenges navigating disinformation, diversifying media, and the balance between AI and human intelligence. - Doug Simon, CEO, D S Simon Media - Bradley Akubuiro, Partner, Bully Pulpit International - Renee Mailhiot, Senior Vice President of Earned Media, Edelman - Raoul Bhavnani, Chief Communications Officer, Betterment - Julie Murphy, President, Sage Communications - Mike Doyle, Global CEO, Ketchum - Emily Teitelbaum, Chief Communications Officer, Libra Group - Saul Hafenbredl, Partner at CB&A, A FINN Partners Company, in the Global Education Practice - Monique Kelley, Associate Professor of the Practice at Boston University and CEO & Founder of Monique Kelley Consulting - Shauna Keough, President, U.S. Public Relations, Syneos Health - Blake Simpson, Senior Vice President, Chief Communications and Corporate Affairs Officer at Adtalem Global Education

Emily Teitelbaum, Chief Communications Officer of Libra Group, shares her proactive approach to understanding and leveraging AI. She highlights how comms can lead an organization in adopting new technology and how AI can enhance authenticity and foster collaboration. Emily also reflects on the expanding expectations of – and opportunities for – the CCO.

Bradley Akubuiro, Partner at Bully Pulpit International, discusses valuable insights on how communicators can combat disinformation. Bradley highlights the importance of aligning goals with business objectives. He also shares the importance of leading with your values.

Blake Simpson, Senior Vice President, Chief Communications and Corporate Affairs Officer at Adtalem Global Education, explains how her team defines and measures campaign effectiveness. She shares the importance of integrating non-traditional, owned, and earned media to create a cohesive strategy. She also talks about how the CCO role will continue to evolve.

Melissa Marasco, Corporate Brand & PR at Guardant Health, shares how to leverage the principles of ethos and logos to strengthen strategic communication efforts. She explains the psychological drivers of brand awareness, emphasizing how subconscious decisions influence consumer behavior. Melissa also discusses the importance of blending art and science in storytelling.

For brands aiming to connect with the Hispanic community this holiday season, it's crucial to understand the traditions that matter to them. Yerddy explains why brands should partner with influencers who are dedicated to social justice and sustainability initiatives. Additionally, she emphasizes the need for communicators to invest in the future of Hispanic students. Yerddy Lanfranco is the Senior Vice President of Growth and Partnerships for Platforms & Intelligence at KINESSO. She is an Advisory Board Member for FSU's Center For Hispanic Marketing Communication. Yerddy is also a Guest Lecturer at CCNY, NYU, FSU, Columbia, and Baruch.

Julie Murphy, President of Sage Communications, provides insights on what businesses should expect when working with federal government organizations. She delves into the dynamics of a presidential transition. Julie emphasizes how public relations and rapid response strategies increase visibility in government media. Additionally, she highlights the role of government employees.

Meghan Kelleher, Founder and CEO of Corner Market Communications, discusses the significance of a people-first culture and how it drives her business forward. She reflects on the core values her team developed. Meghan also emphasizes the role joy plays in fostering a thriving work environment.

Andrea Sok, Founder and CEO of Sok Influencer PR, offers valuable insights into her role as a fractional CCO/CMO. She explains how a fractional CCO/CMO can quickly adapt to a company's culture and operations, providing high-level strategic guidance. Andrea also emphasizes how working with an external strategist can offer a fresh perspective.

Saul Hafenbredl, Partner at CB&A, A Finn Partners Company, and Jacqui Lipson, Partner at Finn Partners, delve into the 2025 Education Marketing Trends report, exploring the rise of state-based marketing and its impact on campaign strategies. Joined by Doug Simon, CEO of D S Simon Media, they discuss the evolving dynamics between federal and state communications, the role of education reporters, and the growing need for grassroots journalism.

Ronica Cleary, Founder and CEO of Cleary Strategies, reveals how viewing a story from a producer's perspective is crucial to achieving earned media success. Doug and Ronica share their experiences of transforming ideas into powerful TV stories that resonate with viewers. Ronica also highlights the growing importance of remote interviews in today's media landscape.

Kevin Whalen, Partner at the Guyer Group, addresses some misconceptions about analyst relations. He emphasizes that leaders must be transparent about their company's challenges to forge a strategic path forward. Kevin discusses various meeting formats and details their unique benefits. He also shares valuable resources that can help organizations navigate their growth journeys.

Lauren Meckstroth, Vice President at Fahlgren Mortine, shares how her team spots trends that clients can contribute to. She emphasizes the importance of selecting the right storytelling medium based on the scope of the subject. Lauren also explains the benefits of taking risks if it makes sense for a client. Learn more about D S Simon Media.

Michael Kempner, Founder and CEO of MikeWorldWide, discusses the significance of maintaining a strong reputation. He explains how communicators can play an active role in reputation management. Michael also shares what tools his team uses to mitigate potential risks. Learn more about D S Simon Media.

Alex Schriver, Senior Vice President of Public Affairs at the Pharmaceutical Research and Manufacturers of America (PhRMA), explains how he builds trust with key stakeholder audiences through internal and external localization efforts. He shares how he applies a campaign-style approach to communicate and engage with his team to “win the day.” Additionally, Alex emphasizes how leaders can ensure their employees' voices are genuinely heard and valued.

Erin Simon, Vice President and Head of Plastic Waste and Business for World Wildlife Fund, shares valuable insights on bringing people together to tackle environmental challenges. Jessica Berk Ross, Managing Partner of Global Public Affairs for FINN Partners, discusses her strategies for navigating complex issues and fostering consensus. They also emphasize the power of storytelling in raising awareness and driving action.

Toni Harrison, Founder and CEO of Etched Communication, discusses the importance of having PR professionals involved in the business decision-making process. She shares how organizations can authentically engage with their original customers while reaching new audiences. Toni also explains how implementing measurement techniques throughout a campaign can optimize results.

Rachel Rosenblatt, Senior Managing Director at FTI Consulting, discusses how employees apply their sector-specific knowledge to enhance collaboration and deliver tailored results. She explains how her team creatively shares industry news with a broad audience. Additionally, Rachel delves into what brands can anticipate from consumers during the holiday season. Subscribe to The Goods newsletter.

Michele Moore, Vice President and Chief Communications Officer at the Ford Foundation, discusses the organization's mission. She highlights the importance of check-ins with teams and employees. Michele explains why trust is a key factor in creating a sense of belonging among employees. Michele also shares her advice on how to figure out the next step in your career.

Wynona Redmond, President and Founder of Wyn-Win Communications, shares that building trust is key to sustaining a strong reputation. She highlights that, despite technological advancements, face-to-face communication remains profoundly impactful. Additionally, Wynona discusses her passion for connecting communities to corporations about different causes.

Nick Nelson, Senior Vice President of Corporate Purpose at Edelman, and Doug Simon, CEO of D S Simon Media, engage in a compelling discussion about the 2024 Edelman Trust Barometer Special Report: Business & Racial Justice in America. Nick emphasizes the critical role of creating safe spaces for employees. He emphasizes how the use of precise language can significantly impact engagement. Nick also encourages communicators to facilitate participation in diversity, equity, and inclusion initiatives. Download the report here.

Mikey Sadowski, Vice President of Global Communications at Intrepid Travel, and Amy Skelding, Managing Partner of the UK Travel Practice at FINN Partners, discuss how they incorporate local perspectives into their storytelling. Mikey explains the two questions he considers when evaluating a new product. Amy highlights how public relations play a crucial role in strategic decision-making.

Tricia Mahoney, Chief Marketing Officer of Twisted X Global Brands, highlights the importance of focusing on value and prioritization when scaling brands. She discusses how she empowers her team to feel comfortable trying new approaches. Tricia also shares her optimistic approach when dealing with challenges.

Nicole Rodrigues, CEO and Founder of NRPR Group and The Kingdom, reveals how she leverages her public relations expertise to build her businesses. She explains how to utilize social media to build trust with potential clients. Nicole also highlights the role of AI and storytelling in keeping audiences engaged.

Priscila Martinez, Founder and CEO of The Brand Agency, shares her strategies for scoring celebrity placements for luxury fashion clients. These include networking with industry leaders and outreach tactics. She explains what happens when a PR professional finds out a celebrity is wearing a client's clothing or accessories. Priscila also shares her effective approach to building relationships with journalists on the red carpet.

Dara Busch, CEO of North America for Havas PR, shares her excitement about her new role and the evolving public relations landscape. She highlights the growing demand for agencies to deliver a comprehensive multi-channel approach. Dara also emphasizes the importance of transparency and effective communication in building and sustaining long-term relationships.

Kate Southall, Manager of Global Brand at SHRM, highlights the value of AI tools for HR professionals. She explains how AI can foster more human connections and learning opportunities. Kate also discusses the significance of language and tone when developing trust in new technology.

Charlie Tansill, President of PR, Social and Influence at Ogilvy North America, emphasizes the significance of engaging consumers in brand experiences. She discusses the immersive communications strategy behind the Grand Prix award-winning "Michael CeraVe" campaign. Charlie also talks about the CMO's evolving role and the power of TikTok.  

John Seigenthaler and Katie Seigenthaler, Managing Partners at FINN Partners, share insights on the current state of local and national news. Katie highlights how local news can spark and sustain growth. John discusses how PR professionals can support shrinking newsrooms. They stress the importance of sharing truthful and honest stories to combat disinformation.

Leah Dergachev, Founder and Chief Storyteller of Austley, shares how she applies her 3D framework to help clients stand out. She emphasizes the importance of creating strong emotional bonds between brands and their audiences. Leah also shares how case studies can be used to demonstrate the value of your offerings while providing data points that support PR opportunities.

Gizem Ozcelik, Founder and CEO of GO PR, discusses trends in the PR space, including digital media, the rise of sustainable tourism and creative programming. She shares examples of how she collaborates with brands and clients to bring out of the box ideas to life. All of this to help clients break through the noise in a competitive landscape.

Bruno Solari, Founder of SolComms, describes the key strategies he uses when working with startups and scale-ups. He discusses the changing editorial landscape and the growth of affiliate marketing. Bruno also shares the importance of being reactive to increase brand awareness for clients. Read PRWeek's feature on SolComms: https://www.prweek.com/article/1871432/agency-business-report-2024-solcomms

Tiffany Rafii, CEO of UpSpring, highlights the pivotal role of a thought leadership strategy in driving success and fostering creativity. Tiffany discusses the importance of selecting the right spokesperson to align with the company's business goals. Additionally, shares key strategies for effectively training spokespeople.

What do communicators need to know about AI? Tomás Puig, Founder and CEO of Alembic, breaks down common myths about generative AI. He highlights the impact of earned media in reaching a broader audience. Curtis Sparrer, Principal of Bospar PR, shares his experience discussing the impact of AI with colleagues and clients. Tomás and Curtis stress the significance of gaining insights from experts before implementing AI.

Annie Dunleavy, Senior VP & U.S. Head of Content Strategy for Edelman Business Marketing, and Tusar Barik, Senior Director of Marketing for LinkedIn, discuss the essentials of thought leadership. Tusar emphasizes leveraging LinkedIn for posting and sharing insightful content. Annie shares how to elevate a thought leadership strategy to make the most impact. They also explain the role of thought leadership in adapting to shrinking newsrooms. Download the 2024 Edelman-LinkedIn B2B Thought Leadership Impact Report: https://www.edelman.com/expertise/Business-Marketing/2024-b2b-thought-leadership-report