CEOs are learning that their privacy may become a casualty of fame. This affects their companies’ reputations and their stock performances, especially when an organization poorly handles a situation. Broaching this territory presents a delicate challenge for PR professionals who don’t want to delve into their boss’s private life. Virgil Scudder provides examples from two high-profile corporations — Apple and Sara Lee —and shares advice on how to handle issues like a CEO’s leave of absence.

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How Health-Reform Stakeholders Will Be Affected by Recent Changes

The American health care system is an interlocked network of patients, physicians, hospitals, insurers, employers, regulators and other stakeholders. A significant change impacting one component will reshape the entire system. To understand the strategic context of this reform, it’s critical to examine the individual variables affecting the major stakeholders in health care delivery.  

Understanding the Barcelona Principles

The PR practitioner who says, “We got 500 hits, which generated 250 million impressions with an AVE of $2MM!” is a thing of the past. That same person is probably also saying that social media is just a fad and we can ignore it. The Barcelona Principles set the standards. The future is about smart measurement. Andre Manning and David B. Rockland, Ph.D. share ideas on how to implement the Barcelona Principles and put them in action.

You’re a recent college graduate. You’ve revised your résumé, improved your interview techniques and perfected your portfolio. So what’s your next move? Understand and deliver on your co-workers’ expectations. Use the PR skills you’ve learned and approach your employers just as you would any key public. Well-honed skills will be a major factor for success, but you’ll need to understand what other generations value and expect from you.

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Thought Leadership

Agency Management





  • Values-Based Leadership Isn’t for Wimps: What Every Organization Can Learn From Marine Corps Ethics Training
    The U.S. Marine Corps integrate the values of “honor, courage and commitment” into every aspect of basic training, creating “one message being heard from many voices.” By focusing on connections, integrity and amplified effectiveness, you can instill values-based leadership into your own organization.
  • Overcoming Groupthink in the Boardroom
    Too many crises spiral out of control because executives don’t (or can’t) communicate transparently and honestly with their stakeholders during distressed times. Here, David Silver, APR, encourages practitioners to get involved at the highest levels to ensure that a communications breakdown doesn’t occur when things go wrong.
  • Transparency and Accountability in a Time of Health Reform
    While the new health reform law offers some challenges, it also provides an opportunity to connect with key stakeholders. Stephen L. Davidow, APR has six suggestions that will help communicators be strategists and leaders in this era of reform.

Special Report

  • Turmoil in the Mideast: Considerations for Global PR Professionals
    After recently returning from the Middle East, David R. Holdridge, CEO of the international civil society organization Bridging the Divide, spoke with the Global Alliance about the events unfolding in Egypt and the global implications for social media. In the following edited excerpt from this interview, Holdridge discusses how communities are empowered through these new tools and his predictions for the Middle East.

From the Editor

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