IABC Master Class: A Quiet Shift: How Polarization Is Reshaping Corporate Communication
2 - 2 November | 11:00 AM
The presentation and discussion will explore the impact of polarization on corporate communication. Over the past year, many of the world’s largest companies have remained silent on issues important to their stakeholders—raising important questions for communication professionals.
Fred Cook
Fred Cook is the director of the USC Center for Public Relations, a professor of professional practice at the University of Southern California (USC), and chairman emeritus of the global PR firm Golin. During his 35-plus years at Golin, he has had the privilege to work with a variety of high-profile CEOs, including Herb Kelleher, Jeff Bezos and Steve Jobs, and to manage clients including Nintendo, Toyota, and Disney.
His book, "Improvise: Unconventional Career Advice from an Unlikely CEO," shares the wisdom he gained as a cabin boy on a Norwegian tanker, doorman at a 5-star hotel, and chauffeur for drunks. The book serves as the foundation for his popular USC honors class on Improvisational Leadership. As director of the USC Center for Public Relations, Fred leads its mission to connect corporations, agencies, academics, and students to define the future of the PR industry and to develop those who will shape it. He has connected a board of more than 70 corporate communications and agency leaders — including representatives from eight of the top 20 U.S. PR firms and 25 Fortune 500 or comparable-size private companies — who mentor students, shape curriculum, and help prepare the next generation of communications leaders.