We completed our fifth year amidst a global pandemic and widespread protests against racial injustice. To say these unsettling times is an understatement, but they also present us with an opportunity to build a better future. The need for candid, accurate, transparent, compassionate and honest communication has never been greater. We all have a role to play.
My former employer, Nike, has never shied away from lending its powerful voice and resources to important issues, including racism. Their current “For Once, Just Don’t Do It” Instagram video is no exception. The call for all of us to act and be be part of the change couldn’t be more relevant, whether we’re talking about a global health crisis or racial inequality. Let’s all do our part. #UntilWeAllWin
Following is a brief highlight of our work this past year as well as our continued engagement with USC, including the USC Annenberg Center for Public Relations, which I serve as a member of the board of advisors, and the USC Annenberg School for Communication and Journalism, where I continue as an adjunct professor.
Our Work
Corporate Communications
Provided COVID-19 communications counsel, plan development and review, message development, content creation and return-to-work plans for a high-end automotive restoration company, a major utility and a leading global apparel brand
Provided litigation counsel and support, including scenario planning, messaging and content creation for both internal and external stakeholders for a Fortune 500 company
Provided counsel, planning, messaging, internal communications, talking points and news announcements around a Fortune 500 company’s efforts to protect its customers before, during and after a major natural disaster
Supported a European private equity firm with internal, customer, advisor, and supplier communications regarding its acquisition of a U.S.-based company
Crisis and Issues Management
Rewrote and reformatted a comprehensive crisis management and communications manual for a leading toy company
Provided counsel and internal and external communications for the realignment of a company’s manufacturing operations in Mexico
Continued to support a leading apparel brand on a host of issues ranging from international trade relations, sourcing, workplace issues, advertising, retail partners and suppliers
Loss of a Mentor
This year, we lost one of our profession's giants, Harold Burson. I had the privilege of working at Burson-Marsteller for my first job right out of college. Here was my tribute to someone who influenced me greatly:
I owe my entire career to Harold.
He interviewed me in 1976 during my last year of graduate school at USC and ultimately hired me for my first job in public relations. I worked for Burson-Marsteller for the next three-and-a-half years and probably learned more in those first few years of my career about the profession and how to be a professional than I’ve learned since.
Since then, Harold was a mentor and friend. He’s recognized every one of my new jobs with one of his famous handwritten congratulatory notes -- and I’ve saved every one. He set a high bar for all of us. While there is only one Harold, I’ve tried to conduct my professional life in a way that I always hoped would make him proud.
What he and Bill Marsteller accomplished will never be equaled. Their smarts, drive, creativity, thoughtfulness, grace and utmost professionalism is something we all aspire to. Honored to have been a Burson Person!
USC Annenberg Center for Public Relations 2020 Relevance Report –Deep Fakes
The latest advancements in AI deep-learning technology have made if far easier to create deepfake videos that spread disinformation and further undermine truth. Business leaders, politicians and celebrities have been the subjects of these altered videos, made to appear as if they are saying and doing things they never said or did. For USC Annenberg’s 2020 Relevance Report, I examined the origins and impact of deepfake videos and how we as professional communicators can address this newest threat to informed, objective and accurate public dialogue. You can read the full article here.
USC Annenberg Center for Public Relations Global Communications Report 2020
This year’s 2020 Global Communication Report from USC Annenberg Center for Public Relations explores how activism is impacting our profession and reveals that activists are younger, more diverse and more likely to vote. You can download the full copy of the report here.
Helping Prepare the Next Generation
This past fall, I had the privilege of teaching another graduate-level course at USC Annenberg titled, Corporate Public Relations and Reputation. The class highlighted the full-range of communications functions, including investor relations, public affairs, employee communications, media relations, digital communications, reputation research and CSR, and featured senior executives from Hyundai Motor America, Mattel, Edison International, CAA, Mars, USC, Clif Bar, Amgen and the Reputation Institute.
This coming fall I will be teaching two classes, the graduate-level class on corporate public relations; and the capstone class for graduating seniors called, Advanced Strategic Public Relations. My only hope now is these classes will be held in-person, with the proper social distancing, of course.
A Final Word
We’ve all learned a lot about how best to work from home during the last couple months. As a public service, I thought I would share with you this quick video that provides some useful tips on working from home. In the interest of full disclosure, the actors are my grandchildren and the video was produced by their parents and my younger son and his wife in a true family team effort all while sheltered at home. Enjoy!