Public Relations in the Digital Age
Edition: 1
Copyright: 2024
Edition: 1
Copyright: 2024
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With the advancement of social media tools, AI, and other technological advancements, public relations has changed radically and continues to evolve rapidly, making the information landscape very crowded for the public who are constantly bombarded by all kinds of communications.
Attention spans are shorter than ever – making it more challenging for messages to reach their targets. Effective communication demands better planning and strategies.
Public Relations in the Digital Era examines the fundamentals of modern public relations and emerging trends shaping the field. It provides students and PR professionals with the knowledge to develop effective campaigns and thereby grow the ROI of their companies and clients.
Available in an interactive and online format, Public Relations in the Digital Era:
- provides readers with cutting-edge insights and tools to rise to the challenges of a rapidly evolving environment.
- discusses the use of AI in revolutionizing the field of Public Relations. The rapidly increasing use of AI-generated communications – from the Metaverse, Web 3, and deep fake tools to chatbots, among others, have opened a new chapter in PR communications.
- integrates video interviews with some of the top communications and PR practitioners in the profession sharing their experiences and the future of the field.
- is easy to adopt! Each chapter integrates key terms, chapter assessment questions, case studies, and automatically graded exams.
Acknowledgements
Introduction
Chapter 1 What is Public Relations
What Is Public Relations (PR)?
What Is PR?
Defining Modern PR
The Emergence of Professional PR Organizations—Growing Definitions of PR
Influencing Public Opinion
Back to the Beginning…
1. Definition
2. Goal
3. Control
4. Scope
Conclusion
References
Chapter 2 The Role of a Public Relations Professional
Introduction
Evolution of the Practice of PR
The Evolution of the Role: Tracing the Trajectory of PR Practice
Digital Transformation
Increased Transparency and Accountability
Shift in the Media Landscape
Data-Driven Strategies
Roles and Responsibilities of PR Professionals
Strategic Communication Planning
Media Relations and Engagement
Crisis Communication and Reputation Management
Digital and Social Media Strategy
Stakeholder Relations and Community Engagement
Public Affairs and Lobbying
Internal Communication
Evaluation and Measurement
Media Relations
Crisis Management
Event Planning
Content Creation
Research and Analysis
Professional and Personal Skills Required of PR Professionals
Personal Competencies
Professional Competencies
Case Studies
Case Study: Airbnb’s “Made Possible by Hosts” Campaign
Case Study: Peloton’s PR Crisis and Recovery Strategy
Case Study: Coca-Cola’s “Open Like Never Before” Campaign
References
Chapter 3 Types of Media Communications—The Rise of Influencers, Types of Influencers, and Publicity Versus Advertising
Types of Media Communications
The Rise of Social Media Influencers
Influencers as a Brand
Setting Clear Goals When Engaging Influencers
Publicity Versus Advertising
Attracting Positive Publicity in PR
Case Study
Case Study: Kim Kardashian’s Brand Empire
Conclusion
Chapter 4 The Importance of Research in Communications and Public Relations
Introduction
How the Digital Revolution Is Transforming the Landscape of Research
Can Digital Tools Replace PR Practitioners?
Elevating Your Public Relations Practice
Best Research Techniques
Secondary Research
Primary Research
Research Empowers PR Practitioners to Create Impactful Campaigns
Case Study
Harnessing Research for a Millennial-Centric PR Campaign: A Case Study of BeautyCo’s Eco-Friendly Moisturizing and Serums Launch
Chapter 5 Social Media and PR
The Birth of Social Media and Its Impact on PR
Key Trends in Social Media Usage and Social Media Users Profile
Impact of Social Media on PR
Understanding Social Media Platforms to Deliver the Right Content
Understanding the Use of Algorithms to Boost Your Content
The Good, the Bad, and the Ugly
Social Media Platforms’ Advantages
Social Media Platforms’ Challenges
Case Study
Case Study: Pepsi—Kendall Jenner Ad (2017)
Chapter 6 Integration and Impact of Web 3.0, AI, and Public Relations
Introduction
Theoretical Background
Web 3.0 Technologies
Blockchain and Smart Contracts
Decentralized Autonomous Organizations
Integration of Web 3.0, AI, and PR
Artificial Intelligence and PR
AI-Enhanced Decision-Making in PR
Enhancing Operational Efficiency with AI
Improving Customer Engagement through AI
Public Relations and Generative AI
AI in Crisis Management
AI for Brand Reputation Management
Ethical Considerations and Challenges
Integration of Web 3.0, AI, and PR
Strategic Alignment
Data-Driven Decision-Making
Ethical Considerations and Challenges
Case Studies
Case Study 1: Nike’s Integration of Artificial Intelligence in Public Relations
Conclusion
Case Study 2: AI-driven Campaigns by Coca-Cola: “Create Real Magic”
Sticking with Coca-Cola
Case Study 3: Coca-Cola’s Use of AI in Analyzing Consumer Behavior and
Tailoring PR Campaigns
Conclusion
References
Chapter 7 Public Affairs and PR
The Role of Lobbyists
Corporate Vs. Political PR Campaigns
Negative Campaigns: Understanding Their Dynamics
Case Study: Apple versus Mac Campaign
Chapter 8 PR Strategies and Tactics: PR Plan, Press Release, and PR Assessment
PR Plan
Definition and Purpose
Case Studies
Case Study: Tech Titan: Apple’s Strategic PR Approach to Business Turnaround
Key Strategies
Outcomes
Case Study: Crisis Management Excellence—Toyota’s Recall Response
Key Strategies
Outcomes
The Press Release
Case Study: Tesla’s Product Announcements
PR Assessment
Implementing PR Assessment
References
Chapter 9 PR Professionals and Fake News
Introduction
Traditional versus Digital Media Sources
Traditional Media Sources
Digital Media Sources
Current Trends in News Consumption
The Shift to Digital
The Role of Social Media
Implications for PR Professionals
Opportunities
Challenges
Skills and Approaches for PR Professionals
The Rise of Fake News
Definition and Characteristics
Proliferation of Fake News
Impact of Fake News
Case Studies
Case Study 1: The 2016 U.S. Presidential Election and the Impact of Fake News
Case Study 2: The COVID-19 Pandemic
Case Study 3: The 2018 Brazilian Presidential Election
Case Study 4: The 2017 Catalonia Independence Referendum
Implications of Fake News for PR Professionals
Reputation Management
Monitoring and Response
Building Trust
Crisis Communication
Preparedness
Collaboration with Platforms
Ethical Considerations
Maintaining Integrity
Transparency in Influencer Partnerships
Discussion Questions
References
Chapter 10 Public Relations and Corporate Social Responsibility: Strategies for Enhanced Stakeholder Engagement
Introduction
Theoretical Foundations of PR in CSR
Key Framework: Two-Way Symmetric Model of PR
Application in the Business Context
Strategic Benefits to Corporations
Integration with Business Strategy
Strategic Communication in CSR: How to Communicate CSR Initiatives
Case Studies
Case Study 1: Starbucks’ Ethical Sourcing Initiatives
Case Study 2: Patagonia’s Environmental Advocacy
Measuring the Impact of PR on CSR
Evaluation Metrics
Brand Perception Surveys
Stakeholder Engagement Levels
Media Coverage Analysis
Key Performance Indicators
Challenges and Ethical Considerations
Navigating PR Ethics in CSR
Transparency and Honesty
Stakeholder Inclusivity
Balancing Business Goals and Social Responsibility
Ethical Storytelling
Current Debates on CSR and ESG
Pros of CSR
Cons of CSR
Pros of ESG
Cons of ESG
Impact on PR Professionals
Main Proponents of ESG
Institutional Investors
Corporations
Financial Institutions
Non-Governmental Organizations (NGOs)
Regulatory Bodies and Governments
Main Opponents of ESG
Political and Industry Groups
Certain Corporations and Industry Groups
Financial Analysts and Economists
Media Outlets and Commentators
Academics
Discussion Questions
References
Chapter 11 Crisis, Reputation, and Issues Management
Introduction
Anticipating a Crisis
Can You Avoid a Crisis?
The Typical Evolution of a Crisis
Key Considerations When Handling a Crisis
The Impact of Digital and Social Media Platforms during a Crisis
Case Study
Chapter 12 DEI and Global Cultural Awareness and Communications
Global Communications and the Role of Public Relations
The New Rules of Global Communications and “Cancel Culture”
Understanding Cultural Differences
Navigating “Cancel Culture”
Strategies for Dealing With “Cancel Culture”
How to Manage Internal Communications
The Significance of Diversity, Equity, and Inclusion (DEI) and the Role of Employee Resource Groups (ERGs)
Importance of DEI
The Benefits of DEI
Role of ERGs
Case Study: An Analysis of OpenAI Stakeholders Communication Strategy
Conclusion
Chapter 13 PR Professionals Rise to the C-Suite
Introduction
From Tactical to Strategic
Essential Competencies for PR Leaders
Strategic Communication
Financial Acumen
Crisis Management and Risk Mitigation
Stakeholder Engagement
Leadership and Team Management
Case Studies of PR Leaders in the C-Suite
Introduction
Career Path and Professional Background
Strategic Integration of Communication
Financial Acumen and Business Understanding
Crisis Management and Risk Mitigation
Stakeholder Engagement
Leadership and Team Management
Introduction
Career Path and Professional Background
Strategic Integration of Communication
Financial Acumen and Business Understanding
Crisis Management and Risk Mitigation
Stakeholder Engagement
Leadership and Team Management
Deirdre Latour—General Electric, Pearson, Edelman, Madison Square Garden
Introduction
Career Path and Professional Background
Strategic Integration of Communication
Enhancing Corporate Reputation
Financial Acumen and Business Understanding
Crisis Management and Risk Mitigation
Stakeholder Engagement
Leadership and Team Management
Developing Business Acumen for Aspiring C-Suite PR Professionals
Final Thoughts
Discussion Questions
References
Chapter 14 The Future of the Public Relations Profession: Are You Ready to Be a Modern and an Effective Public Relations Professional?
Key Trends to Watch
Margot Edelman on Key Trends in PR
Industry Trends to Watch for
How Technology and Generative AI Are Transforming the Field of PR?
Best Tools to Incorporate into Your Practice
Analytics
Generative AI Tools (Updated for Today’s PR Practice)
Ideas & General Content Creation
Website & Digital Experience
Writing & Editing
Chatbots & Customer Interaction
Automation & Workflow
Image Generation
Video Creation
Marketing & Creative Optimization
Case Study
Originally born in Havana, Cuba, Ana Mollinedo Mims is an experience Global Executive who serves as a fractional/outsourced CXO, and Board Director is known for scaling, driving profitable outcomes, and steering companies during key inflection points through strategic operational execution and overseeing fiscal/P&L management. She is an agile trailblazer whose expertise across business models (B2B/B2C/D2C), regulatory affairs, digital transformation (AI, big data, automation), and emerging markets has turned around, stabilized, and delivered growth in competitive markets and highly regulated industries across Fortune 500s, mid-size cap, and startups in the US, LATAM, Asia, and EMEA.
Ana has held roles as Chief Communications and Marketing officer delivering integrated organization-wide strategies for complex marketing and challenging communication issues. She is known as an influential strategist during high-stakes challenges gaining consensus to deliver stakeholder value with integrity. She has grown and led teams across 150+ countries in highly technical and regulated industries, with a deep understanding of emerging markets including China, India, and the Middle East. Her career has spanned renowned companies like Eli Lily, Monsanto, Cemex, Starwood Hotels & Resorts Worldwide, and Cable & Wireless, among others.
Her career began on Capitol Hill in Washington, D.C., later earning her key roles in government and regulatory affairs both in corporate and nonprofit organizations. She has also served as the Executive Director of the Martin Luther King Center for Nonviolent Social Change in Atlanta, GA, has been a champion for DEI&J initiatives and causes, and served as the architect for the award-winning global corporate diversity programs.
During the course of her career, Ana has held numerous corporate, advisory, and nonprofit board seats in the US and abroad. She is an alumna and member of Leadership Atlanta Class 2000 and served as a national spokesperson for the Catalyst study, Latinas in the Workplace: What Companies and Managers Need to Know. In 2006, Profiles in Diversity named Ana as one of its Women to Watch in Business. She has appeared on The Today Show, spoken nationally on workplace trends and diversity, and has been widely quoted and featured in publications such as The Wall Street Journal, Crain’s New York Business, Fortune, Profiles in Diversity Journal, Diversity, Inc., Workforce magazine, and Black Enterprise Magazine.
Ana holds degrees and post-graduate certifications from Harvard Business School, Dartmouth Tuck-Singapore Management University, Nova Southeastern University, Florida State University/ASAE, and Barry University. She is also the author of several articles and publications including “What About Integrated Communications?”, “Subiendo the Corporate Ladder”, and Keeping the Faith: How Applying Spiritual Purpose to Work Can Lead to Extraordinary Success (HarperCollins/Rayo).
Marcela M. Berland is the founding President of Latin Insights and an internationally recognized leader in strategic communications, crisis management, and women’s issues. With a strong reputation as a trusted advisor and strategist, she expertly leverages consumer insights, market trends, and emerging technologies to develop innovative and actionable strategies for corporate and political clients. Marcela has been recognized through numerous awards granted for excellence advancing women issues, leadership and entrepreneurship. She is a 2021 Forbes Next 1,000 honoree. The award celebrates bold and inspiring entrepreneurs. She has also received the 2022 Entrepreneur of the Year Award by LIDE, the 2022 WEES Leadership Award and the 2023 Trailblazer Award by BF. Marcela is a founding member of the CNBC Changemakers Advisory Board, recognizing extraordinary women, and is an active member of the Women Economic Forum. She also serves as an Adjunct Professor at NYU, bringing her extensive real-world experience into the classroom.
In Latin America, Marcela has been a political strategist for Presidents Luis Abinader of the Dominican Republic, Álvaro Colom of Guatemala, Martín Torrijos of Panamá, Leonel Fernández of the Dominican Republic, Vicente Fox of Mexico, Miguel Ángel Rodríguez of Costa Rica, Carlos Andrés Pérez of Venezuela, Gonzalo Sánchez de Lozada of Bolivia, Jaime Paz Zamora of Bolivia, Fernando de la Rúa of Argentina, and Rodrigo Borja of Ecuador. Her work addressed women issues, innovation, digital strategies, smart cities, foreign investment, unemployment, and political and economic reform. In addition, she has worked for Mayor Bloomberg in New York City, New Democrats Network, and Governor Rafael Hernandez Colón of Puerto Rico.
Marcela has conducted many studies in the U.S., Latin America, and Europe on behalf of corporations and governments. Her clients include Airbnb, WeWork, Audible, Marsh McLennan, Facebook, Brazil Tourism, the Department of Commerce and Tourism of Florida, the Department of Tourism of Costa Rica, Pro-Chile, New York City Tourism, Panama Canal Authority, Earthjustice, Nissan, Carnival Cruise Line, Circle Line, American Airlines, United Airlines, TWA, the Organization of American States, the World Bank, USAID, the Department of Homeland Security, NHCC, Microsoft, Skype, Univision, New Line Cinema, El Diario/La Prensa, Hispanic Trends Magazine, LeapFrog, Scholastic, Discovery Communications, Inc., Discovery Kids, VH1, NBC, Viacom, Disney, The League of Theater Owners and Producers, Qwest Communications, Starbucks, The Coca-Cola Company, PepsiCo, A&P, Unilever, Anheuser-Busch Inc., Heineken, Prudential Securities, Scotiabank, Lladró, Merrill Lynch, Texaco, Shell, British Petroleum, Atlantic, Harley Davidson, AARP, Johnson & Johnson, Bayer, DuPont Pharmaceutical, Cigna, Blue Cross/Blue Shield, Novo Nordisk, Pfizer, Alcon, Symrise, Perry Ellis, Autism Speaks, and Underwriters Laboratories among others.
On behalf of USAID and the government of Romania, she assisted in the formulation and evaluation of the Romanian privatization program. Her international experience also includes work conducted in Eastern Europe shortly after the end of communist rule in Hungary, Czechoslovakia and Poland. Her studies on emerging democratic government were compiled in the book Strategies of Democratization.
In addition, she has worked closely with Fox News Latino, U.S. News & World Report and The Hollywood Reporter, creating special polling reports on a wide variety of issues. She has been asked to write a column on DEI and women issues at Latino Leaders Magazine. She has also worked with El Caribe and El Siglo, two of the leading newspapers in the Dominican Republic.
She is currently authoring a book titled "Public Relations in the Digital Era." Marcela's prior scholarly contributions include co-authoring and publishing notable works like "Strategies of Democratization" and "Dynamics of Societal Learning About Global Environmental Change." Her media presence extends to frequent appearances on platforms like CBS News, CNN en Español, and NY1 News, among others.
With the advancement of social media tools, AI, and other technological advancements, public relations has changed radically and continues to evolve rapidly, making the information landscape very crowded for the public who are constantly bombarded by all kinds of communications.
Attention spans are shorter than ever – making it more challenging for messages to reach their targets. Effective communication demands better planning and strategies.
Public Relations in the Digital Era examines the fundamentals of modern public relations and emerging trends shaping the field. It provides students and PR professionals with the knowledge to develop effective campaigns and thereby grow the ROI of their companies and clients.
Available in an interactive and online format, Public Relations in the Digital Era:
- provides readers with cutting-edge insights and tools to rise to the challenges of a rapidly evolving environment.
- discusses the use of AI in revolutionizing the field of Public Relations. The rapidly increasing use of AI-generated communications – from the Metaverse, Web 3, and deep fake tools to chatbots, among others, have opened a new chapter in PR communications.
- integrates video interviews with some of the top communications and PR practitioners in the profession sharing their experiences and the future of the field.
- is easy to adopt! Each chapter integrates key terms, chapter assessment questions, case studies, and automatically graded exams.
Acknowledgements
Introduction
Chapter 1 What is Public Relations
What Is Public Relations (PR)?
What Is PR?
Defining Modern PR
The Emergence of Professional PR Organizations—Growing Definitions of PR
Influencing Public Opinion
Back to the Beginning…
1. Definition
2. Goal
3. Control
4. Scope
Conclusion
References
Chapter 2 The Role of a Public Relations Professional
Introduction
Evolution of the Practice of PR
The Evolution of the Role: Tracing the Trajectory of PR Practice
Digital Transformation
Increased Transparency and Accountability
Shift in the Media Landscape
Data-Driven Strategies
Roles and Responsibilities of PR Professionals
Strategic Communication Planning
Media Relations and Engagement
Crisis Communication and Reputation Management
Digital and Social Media Strategy
Stakeholder Relations and Community Engagement
Public Affairs and Lobbying
Internal Communication
Evaluation and Measurement
Media Relations
Crisis Management
Event Planning
Content Creation
Research and Analysis
Professional and Personal Skills Required of PR Professionals
Personal Competencies
Professional Competencies
Case Studies
Case Study: Airbnb’s “Made Possible by Hosts” Campaign
Case Study: Peloton’s PR Crisis and Recovery Strategy
Case Study: Coca-Cola’s “Open Like Never Before” Campaign
References
Chapter 3 Types of Media Communications—The Rise of Influencers, Types of Influencers, and Publicity Versus Advertising
Types of Media Communications
The Rise of Social Media Influencers
Influencers as a Brand
Setting Clear Goals When Engaging Influencers
Publicity Versus Advertising
Attracting Positive Publicity in PR
Case Study
Case Study: Kim Kardashian’s Brand Empire
Conclusion
Chapter 4 The Importance of Research in Communications and Public Relations
Introduction
How the Digital Revolution Is Transforming the Landscape of Research
Can Digital Tools Replace PR Practitioners?
Elevating Your Public Relations Practice
Best Research Techniques
Secondary Research
Primary Research
Research Empowers PR Practitioners to Create Impactful Campaigns
Case Study
Harnessing Research for a Millennial-Centric PR Campaign: A Case Study of BeautyCo’s Eco-Friendly Moisturizing and Serums Launch
Chapter 5 Social Media and PR
The Birth of Social Media and Its Impact on PR
Key Trends in Social Media Usage and Social Media Users Profile
Impact of Social Media on PR
Understanding Social Media Platforms to Deliver the Right Content
Understanding the Use of Algorithms to Boost Your Content
The Good, the Bad, and the Ugly
Social Media Platforms’ Advantages
Social Media Platforms’ Challenges
Case Study
Case Study: Pepsi—Kendall Jenner Ad (2017)
Chapter 6 Integration and Impact of Web 3.0, AI, and Public Relations
Introduction
Theoretical Background
Web 3.0 Technologies
Blockchain and Smart Contracts
Decentralized Autonomous Organizations
Integration of Web 3.0, AI, and PR
Artificial Intelligence and PR
AI-Enhanced Decision-Making in PR
Enhancing Operational Efficiency with AI
Improving Customer Engagement through AI
Public Relations and Generative AI
AI in Crisis Management
AI for Brand Reputation Management
Ethical Considerations and Challenges
Integration of Web 3.0, AI, and PR
Strategic Alignment
Data-Driven Decision-Making
Ethical Considerations and Challenges
Case Studies
Case Study 1: Nike’s Integration of Artificial Intelligence in Public Relations
Conclusion
Case Study 2: AI-driven Campaigns by Coca-Cola: “Create Real Magic”
Sticking with Coca-Cola
Case Study 3: Coca-Cola’s Use of AI in Analyzing Consumer Behavior and
Tailoring PR Campaigns
Conclusion
References
Chapter 7 Public Affairs and PR
The Role of Lobbyists
Corporate Vs. Political PR Campaigns
Negative Campaigns: Understanding Their Dynamics
Case Study: Apple versus Mac Campaign
Chapter 8 PR Strategies and Tactics: PR Plan, Press Release, and PR Assessment
PR Plan
Definition and Purpose
Case Studies
Case Study: Tech Titan: Apple’s Strategic PR Approach to Business Turnaround
Key Strategies
Outcomes
Case Study: Crisis Management Excellence—Toyota’s Recall Response
Key Strategies
Outcomes
The Press Release
Case Study: Tesla’s Product Announcements
PR Assessment
Implementing PR Assessment
References
Chapter 9 PR Professionals and Fake News
Introduction
Traditional versus Digital Media Sources
Traditional Media Sources
Digital Media Sources
Current Trends in News Consumption
The Shift to Digital
The Role of Social Media
Implications for PR Professionals
Opportunities
Challenges
Skills and Approaches for PR Professionals
The Rise of Fake News
Definition and Characteristics
Proliferation of Fake News
Impact of Fake News
Case Studies
Case Study 1: The 2016 U.S. Presidential Election and the Impact of Fake News
Case Study 2: The COVID-19 Pandemic
Case Study 3: The 2018 Brazilian Presidential Election
Case Study 4: The 2017 Catalonia Independence Referendum
Implications of Fake News for PR Professionals
Reputation Management
Monitoring and Response
Building Trust
Crisis Communication
Preparedness
Collaboration with Platforms
Ethical Considerations
Maintaining Integrity
Transparency in Influencer Partnerships
Discussion Questions
References
Chapter 10 Public Relations and Corporate Social Responsibility: Strategies for Enhanced Stakeholder Engagement
Introduction
Theoretical Foundations of PR in CSR
Key Framework: Two-Way Symmetric Model of PR
Application in the Business Context
Strategic Benefits to Corporations
Integration with Business Strategy
Strategic Communication in CSR: How to Communicate CSR Initiatives
Case Studies
Case Study 1: Starbucks’ Ethical Sourcing Initiatives
Case Study 2: Patagonia’s Environmental Advocacy
Measuring the Impact of PR on CSR
Evaluation Metrics
Brand Perception Surveys
Stakeholder Engagement Levels
Media Coverage Analysis
Key Performance Indicators
Challenges and Ethical Considerations
Navigating PR Ethics in CSR
Transparency and Honesty
Stakeholder Inclusivity
Balancing Business Goals and Social Responsibility
Ethical Storytelling
Current Debates on CSR and ESG
Pros of CSR
Cons of CSR
Pros of ESG
Cons of ESG
Impact on PR Professionals
Main Proponents of ESG
Institutional Investors
Corporations
Financial Institutions
Non-Governmental Organizations (NGOs)
Regulatory Bodies and Governments
Main Opponents of ESG
Political and Industry Groups
Certain Corporations and Industry Groups
Financial Analysts and Economists
Media Outlets and Commentators
Academics
Discussion Questions
References
Chapter 11 Crisis, Reputation, and Issues Management
Introduction
Anticipating a Crisis
Can You Avoid a Crisis?
The Typical Evolution of a Crisis
Key Considerations When Handling a Crisis
The Impact of Digital and Social Media Platforms during a Crisis
Case Study
Chapter 12 DEI and Global Cultural Awareness and Communications
Global Communications and the Role of Public Relations
The New Rules of Global Communications and “Cancel Culture”
Understanding Cultural Differences
Navigating “Cancel Culture”
Strategies for Dealing With “Cancel Culture”
How to Manage Internal Communications
The Significance of Diversity, Equity, and Inclusion (DEI) and the Role of Employee Resource Groups (ERGs)
Importance of DEI
The Benefits of DEI
Role of ERGs
Case Study: An Analysis of OpenAI Stakeholders Communication Strategy
Conclusion
Chapter 13 PR Professionals Rise to the C-Suite
Introduction
From Tactical to Strategic
Essential Competencies for PR Leaders
Strategic Communication
Financial Acumen
Crisis Management and Risk Mitigation
Stakeholder Engagement
Leadership and Team Management
Case Studies of PR Leaders in the C-Suite
Introduction
Career Path and Professional Background
Strategic Integration of Communication
Financial Acumen and Business Understanding
Crisis Management and Risk Mitigation
Stakeholder Engagement
Leadership and Team Management
Introduction
Career Path and Professional Background
Strategic Integration of Communication
Financial Acumen and Business Understanding
Crisis Management and Risk Mitigation
Stakeholder Engagement
Leadership and Team Management
Deirdre Latour—General Electric, Pearson, Edelman, Madison Square Garden
Introduction
Career Path and Professional Background
Strategic Integration of Communication
Enhancing Corporate Reputation
Financial Acumen and Business Understanding
Crisis Management and Risk Mitigation
Stakeholder Engagement
Leadership and Team Management
Developing Business Acumen for Aspiring C-Suite PR Professionals
Final Thoughts
Discussion Questions
References
Chapter 14 The Future of the Public Relations Profession: Are You Ready to Be a Modern and an Effective Public Relations Professional?
Key Trends to Watch
Margot Edelman on Key Trends in PR
Industry Trends to Watch for
How Technology and Generative AI Are Transforming the Field of PR?
Best Tools to Incorporate into Your Practice
Analytics
Generative AI Tools (Updated for Today’s PR Practice)
Ideas & General Content Creation
Website & Digital Experience
Writing & Editing
Chatbots & Customer Interaction
Automation & Workflow
Image Generation
Video Creation
Marketing & Creative Optimization
Case Study
Originally born in Havana, Cuba, Ana Mollinedo Mims is an experience Global Executive who serves as a fractional/outsourced CXO, and Board Director is known for scaling, driving profitable outcomes, and steering companies during key inflection points through strategic operational execution and overseeing fiscal/P&L management. She is an agile trailblazer whose expertise across business models (B2B/B2C/D2C), regulatory affairs, digital transformation (AI, big data, automation), and emerging markets has turned around, stabilized, and delivered growth in competitive markets and highly regulated industries across Fortune 500s, mid-size cap, and startups in the US, LATAM, Asia, and EMEA.
Ana has held roles as Chief Communications and Marketing officer delivering integrated organization-wide strategies for complex marketing and challenging communication issues. She is known as an influential strategist during high-stakes challenges gaining consensus to deliver stakeholder value with integrity. She has grown and led teams across 150+ countries in highly technical and regulated industries, with a deep understanding of emerging markets including China, India, and the Middle East. Her career has spanned renowned companies like Eli Lily, Monsanto, Cemex, Starwood Hotels & Resorts Worldwide, and Cable & Wireless, among others.
Her career began on Capitol Hill in Washington, D.C., later earning her key roles in government and regulatory affairs both in corporate and nonprofit organizations. She has also served as the Executive Director of the Martin Luther King Center for Nonviolent Social Change in Atlanta, GA, has been a champion for DEI&J initiatives and causes, and served as the architect for the award-winning global corporate diversity programs.
During the course of her career, Ana has held numerous corporate, advisory, and nonprofit board seats in the US and abroad. She is an alumna and member of Leadership Atlanta Class 2000 and served as a national spokesperson for the Catalyst study, Latinas in the Workplace: What Companies and Managers Need to Know. In 2006, Profiles in Diversity named Ana as one of its Women to Watch in Business. She has appeared on The Today Show, spoken nationally on workplace trends and diversity, and has been widely quoted and featured in publications such as The Wall Street Journal, Crain’s New York Business, Fortune, Profiles in Diversity Journal, Diversity, Inc., Workforce magazine, and Black Enterprise Magazine.
Ana holds degrees and post-graduate certifications from Harvard Business School, Dartmouth Tuck-Singapore Management University, Nova Southeastern University, Florida State University/ASAE, and Barry University. She is also the author of several articles and publications including “What About Integrated Communications?”, “Subiendo the Corporate Ladder”, and Keeping the Faith: How Applying Spiritual Purpose to Work Can Lead to Extraordinary Success (HarperCollins/Rayo).
Marcela M. Berland is the founding President of Latin Insights and an internationally recognized leader in strategic communications, crisis management, and women’s issues. With a strong reputation as a trusted advisor and strategist, she expertly leverages consumer insights, market trends, and emerging technologies to develop innovative and actionable strategies for corporate and political clients. Marcela has been recognized through numerous awards granted for excellence advancing women issues, leadership and entrepreneurship. She is a 2021 Forbes Next 1,000 honoree. The award celebrates bold and inspiring entrepreneurs. She has also received the 2022 Entrepreneur of the Year Award by LIDE, the 2022 WEES Leadership Award and the 2023 Trailblazer Award by BF. Marcela is a founding member of the CNBC Changemakers Advisory Board, recognizing extraordinary women, and is an active member of the Women Economic Forum. She also serves as an Adjunct Professor at NYU, bringing her extensive real-world experience into the classroom.
In Latin America, Marcela has been a political strategist for Presidents Luis Abinader of the Dominican Republic, Álvaro Colom of Guatemala, Martín Torrijos of Panamá, Leonel Fernández of the Dominican Republic, Vicente Fox of Mexico, Miguel Ángel Rodríguez of Costa Rica, Carlos Andrés Pérez of Venezuela, Gonzalo Sánchez de Lozada of Bolivia, Jaime Paz Zamora of Bolivia, Fernando de la Rúa of Argentina, and Rodrigo Borja of Ecuador. Her work addressed women issues, innovation, digital strategies, smart cities, foreign investment, unemployment, and political and economic reform. In addition, she has worked for Mayor Bloomberg in New York City, New Democrats Network, and Governor Rafael Hernandez Colón of Puerto Rico.
Marcela has conducted many studies in the U.S., Latin America, and Europe on behalf of corporations and governments. Her clients include Airbnb, WeWork, Audible, Marsh McLennan, Facebook, Brazil Tourism, the Department of Commerce and Tourism of Florida, the Department of Tourism of Costa Rica, Pro-Chile, New York City Tourism, Panama Canal Authority, Earthjustice, Nissan, Carnival Cruise Line, Circle Line, American Airlines, United Airlines, TWA, the Organization of American States, the World Bank, USAID, the Department of Homeland Security, NHCC, Microsoft, Skype, Univision, New Line Cinema, El Diario/La Prensa, Hispanic Trends Magazine, LeapFrog, Scholastic, Discovery Communications, Inc., Discovery Kids, VH1, NBC, Viacom, Disney, The League of Theater Owners and Producers, Qwest Communications, Starbucks, The Coca-Cola Company, PepsiCo, A&P, Unilever, Anheuser-Busch Inc., Heineken, Prudential Securities, Scotiabank, Lladró, Merrill Lynch, Texaco, Shell, British Petroleum, Atlantic, Harley Davidson, AARP, Johnson & Johnson, Bayer, DuPont Pharmaceutical, Cigna, Blue Cross/Blue Shield, Novo Nordisk, Pfizer, Alcon, Symrise, Perry Ellis, Autism Speaks, and Underwriters Laboratories among others.
On behalf of USAID and the government of Romania, she assisted in the formulation and evaluation of the Romanian privatization program. Her international experience also includes work conducted in Eastern Europe shortly after the end of communist rule in Hungary, Czechoslovakia and Poland. Her studies on emerging democratic government were compiled in the book Strategies of Democratization.
In addition, she has worked closely with Fox News Latino, U.S. News & World Report and The Hollywood Reporter, creating special polling reports on a wide variety of issues. She has been asked to write a column on DEI and women issues at Latino Leaders Magazine. She has also worked with El Caribe and El Siglo, two of the leading newspapers in the Dominican Republic.
She is currently authoring a book titled "Public Relations in the Digital Era." Marcela's prior scholarly contributions include co-authoring and publishing notable works like "Strategies of Democratization" and "Dynamics of Societal Learning About Global Environmental Change." Her media presence extends to frequent appearances on platforms like CBS News, CNN en Español, and NY1 News, among others.