Managing reputation in today’s polarized world is not unlike solving a Rubik’s Cube — each move is connected and one step impacts the next. This is lens through which USC Annenberg viewed the findings of their 2023 Global Communication Report.
In this episode of PodCatalyst, Fred Cook, chairman emeritus at Golin and director of the USC Center for Public Relations, offers insight into the report. Learn how the landscape of reputation is changing rapidly for communicators, why being “woke” is interpreted by different audiences, ways the recommendation generation is creating a paradigm shift in endorsement strategies and more.
Stream the episode on Spotify, Google Podcasts, Apple Podcasts, Anchor, or listen below.
Download the 2023 Global Communications Report
Watch a video summary of the report online via YouTube or in the video below.
Fred Cook is the chairman emeritus at Golin, where he’s served the company for 35 years. During his tenure, he’s worked with a variety of high-profile CEOs, including Herb Kelleher, Jeff Bezos and Steve Jobs. He has also managed a wide variety of clients, including Nintendo, Toyota and Disney.
In 2014, Cook published “Improvise: Unconventional Career Advice from an Unlikely CEO,” which shares the wisdom he gained as a cabin boy on a Norwegian tanker, doorman at a five-star hotel and chauffeur for drunks. In 2015, after speaking on college campuses around the world, Cook accepted an additional position with the University of Southern California as the director of the USC Center for Public Relations at USC Annenberg, whose mission is to shape the future of public relations and those who will lead it — through research, education and thought leadership.