By Bob Pearson, President, W2O Group Today when we talk about “understanding the customer,” we’re really talking about developing an audience architecture that uses digital tools to align your story with your audience by reaching “influencers.” We live in a world today where

Communication teams looking to build out an organization’s social media presence sometimes face pushback from a skeptical C-suite. That’s not entirely unreasonable, because the “soft” benefits of customer engagement can be hard to quantify. Interestingly, companies with aggressive social media programs, such

Get Millennials on your side by telling stories that promote social relevancy. “Millennials have a way of placing importance on things that the company forgot about. They place importance on company values. They assess the efficacy of the vision.” This was the

A condensed transcript of a conversation with Jamie Pham, Content Marketing Evangelist, LinkedIn, at the 2015 National Summit on Strategic Communications (www.strategicsummit.com) Robert Grupp, Director, National Summit on Strategic Communications (NSSC): What is your definition of content marketing? Jamie Pham: Content marketing

Part one of a two-part conversation with Jeff Cross, Global Head of Corporate Communications, Takeda Pharmaceutical Company Ltd. University of Florida (UF): Can you tell us what the top five global communications challenges are for you and explain why you believe them

A conversation with Katie Coldwell, Director of Communications at Southwest Airlines. University of Florida: Many companies today struggle to build a corporate culture that is consistent and contributes to brand building. Your session at the Summit will focus on how Southwest Airlines

A conversation with William Toti, President of Cubic Global Defense STRATEGIC SUMMIT: As a former U.S. Navy officer and now a C-Suite executive and industry leader, how did you acquire your strategic communication skills and capabilities? BILL TOTI: About 10 years ago,

Optimizing Community Relations with Law Enforcement Through Social Media A conversation with Carol Lin, Director of Strategic Communications at the Los Angeles County Sheriff’s Department. University of Florida: Your presentation will discuss how good crisis communications can aid law enforcement in reaching

A conversation with William Margaritis, Executive Vice President of Corporate Affairs, Hilton Worldwide University of Florida: You’ve worked at FedEx and now you work at Hilton, two different business sectors. What qualities are expected in the CCO, no matter the industry in

A conversation with Capt. David Waterman, Commanding Officer at Joint Public Affairs Support Element, United States Navy University of Florida: Can you discuss some of the topics you will address during your panel? Engage with Capt. Dave Waterman and his fellow panelists