PR's Top Pros Talk

What does the future hold for PR? Hear from top industry professionals.

• Michael Pratt, Chief Communications Officer of the ⁠⁠National Pharmaceutical Council⁠⁠
• Megan Shroy, Founder and President of ⁠⁠Approach Marketing⁠⁠
• Matt Neale, Chief Executive Officer at ⁠⁠Golin Ketchum⁠⁠
• Sara Lafkir, Senior Producer and Creative Content Director at ⁠⁠D S Simon Media⁠⁠
• Will Reese, Chief Innovation Officer at ⁠⁠Inizio Evoke⁠⁠
• Aimee Adler Cooke, PR Lead at ⁠⁠⁠Conceptual Communications⁠⁠⁠
• Rob Bratskeir, Executive Vice President & General Manager of ⁠⁠Three Cheers⁠⁠
• Jamie Dowd, Global President, Health + Wellness & New York Lead at ⁠⁠Allison Worldwide⁠⁠
• Jay Deppeler, Senior Executive Vice President & Chief Business Development Officer of ⁠⁠Inperium⁠⁠
• Claire Bolger, Senior Director of Marketing and Growth at ⁠⁠Health2047⁠⁠
• Aaron Kwittken, Independent Consultant at ⁠⁠aaronkwittken.com⁠⁠ and Senior Advisor of ⁠⁠FGS Global⁠⁠
• Saramaya Penacho, Executive Vice President of Health at ⁠⁠Edelman⁠⁠
• Lou Hoffman, CEO of ⁠⁠The Hoffman Agency⁠

What's changed in PR? Top PR pros share their perspectives.

• Michael Pratt, Chief Communications Officer of the ⁠National Pharmaceutical Council⁠
• Megan Shroy, Founder and President of ⁠Approach Marketing⁠
• Matt Neale, Chief Executive Officer at ⁠Golin Ketchum⁠
• Sara Lafkir, Senior Producer and Creative Content Director at ⁠D S Simon Media⁠
• Will Reese, Chief Innovation Officer at ⁠Inizio Evoke⁠
• Aimee Adler Cooke, PR Lead at ⁠⁠Conceptual Communications⁠⁠
• Rob Bratskeir, Executive Vice President & General Manager of ⁠Three Cheers⁠
• Jamie Dowd, Global President, Health + Wellness & New York Lead at ⁠Allison Worldwide⁠
• Jay Deppeler, Senior Executive Vice President & Chief Business Development Officer of ⁠Inperium⁠
• Claire Bolger, Senior Director of Marketing and Growth at ⁠Health2047⁠
• Aaron Kwittken, Independent Consultant at ⁠aaronkwittken.com⁠ and Senior Advisor of ⁠FGS Global⁠
• Saramaya Penacho, Executive Vice President of Health at ⁠Edelman⁠
• Lou Hoffman, CEO of ⁠The Hoffman Agency⁠

What's stayed the same in PR? Here is the second installment of our anniversary series featuring PR's Top Pros.

• Michael Pratt, Chief Communications Officer of the National Pharmaceutical Council
• Megan Shroy, Founder and President of Approach Marketing
• Matt Neale, Chief Executive Officer at Golin Ketchum
• Sara Lafkir, Senior Producer and Creative Content Director at D S Simon Media
• Will Reese, Chief Innovation Officer at Inizio Evoke
• Aimee Adler Cooke, PR Lead at ⁠Conceptual Communications⁠
• Rob Bratskeir, Executive Vice President & General Manager of Three Cheers
• Jamie Dowd, Global President, Health + Wellness & New York Lead at Allison Worldwide
• Jay Deppeler, Senior Executive Vice President & Chief Business Development Officer of Inperium
• Claire Bolger, Senior Director of Marketing and Growth at Health2047
• Aaron Kwittken, Independent Consultant at aaronkwittken.com and Senior Advisor of FGS Global
• Saramaya Penacho, Executive Vice President of Health at Edelman
• Lou Hoffman, CEO of The Hoffman Agency

How can public relations turn deeply held beliefs into long-lasting change? In this episode, Philip Shirley, Senior Partner at Ad5, joins Doug Simon, CEO of D S Simon Media, to share the story behind the historic campaign to remove Confederate symbols from the Mississippi state flag. Philip discusses how the team navigated competing perspectives and achieved a 72% vote in favor of a new flag. Philip also shares valuable lessons for PR professionals working to turn their causes into meaningful action.

Nicole Dunn, Founder & CEO of Dunn Pellier Media, joins Doug Simon to discuss what journalists really want from PR professionals. From crafting personalized pitches to targeting the right verticals, Nicole shares practical advice for navigating today’s evolving media landscape. She also explains how building relationships with journalists can lead to stronger connections and more effective media coverage.

D S Simon Media is a recognized innovator in broadcast public relations and the creator of the industry’s first AI-Powered Broadcast Media Tour™. Over the last five years the firm has scheduled and produced more than 5,000 media segments annually, further establishing itself as a category leader. Clients include top brands in healthcare, technology, travel, financial services, food and beverage, consumer goods, entertainment, retail, non-profits, and associations. Celebrating its 40th Anniversary in 2026, the company has won more than 125 industry awards.

As D S Simon Media celebrates its 40th anniversary this year, we're taking a trip down memory lane by reconnecting with former employees who helped make this milestone possible. Aimee Adler Cooke, PR Lead at Conceptual Communications, talks to Doug Simon to reflect on her time at the company, where she led event partnerships and video production. She shares lessons from her career in media relations and public sector PR. Doug and Aimee also explain how AI is shaping the future of the industry.

D S Simon Media is a recognized innovator in broadcast public relations and the creator of the industry’s first AI-Powered Broadcast Media Tour™. Over the last five years the firm has scheduled and produced more than 5,000 media segments annually, further establishing itself as a category leader. Clients include top brands in healthcare, technology, travel, financial services, food and beverage, consumer goods, entertainment, retail, non-profits, and associations. Celebrating our 40th anniversary, the firm has won more than 120 industry awards.

As D S Simon Media celebrates its 40th anniversary this year, we're taking a trip down memory lane by reconnecting with former employees who helped make this milestone possible. Jamie Claudio, Executive Vice President of Global Destination Strategy for Tiki, talks to Doug Simon, CEO of D S Simon Media, about her time with the company. Jamie shares how her experience at D S Simon Media sparked her passion for the travel and tourism industry. She also discusses the opportunities that generative AI presents for communicators.

D S Simon Media is a recognized innovator in broadcast public relations and the creator of the industry’s first AI-Powered Broadcast Media Tour™. Over the last five years the firm has scheduled and produced more than 5,000 media segments annually, further establishing itself as a category leader. Clients include top brands in healthcare, technology, travel, financial services, food and beverage, consumer goods, entertainment, retail, non-profits, and associations. Celebrating our 40th anniversary, the firm has won more than 120 industry awards.

As D S Simon Media celebrates its 40th anniversary this year, we're taking a trip down memory lane by reconnecting with former employees who helped make this milestone possible. Brian Devenny, Senior Account Supervisor at Zeno Group, talks to Doug Simon, CEO of D S Simon Media, about his experience at the company. Brian also shares his perspective on how the media relations industry has evolved.

Matt Marcial, CEO of the Public Relations Society of America (PRSA), joins Doug Simon, CEO of D S Simon Media, to share what’s coming up at ICON 2026. Matt explains how PRSA has turned member feedback into insightful sessions for attendees. Matt and Doug offer practical advice on making the most of the conference. Matt also discusses PRSA’s new ethical standards for AI.

If you want to register, and save money in the process, use discount code DSSIMON26 to take 10% off at https://www.prsa.org/conferences-and-awards/icon-2026.

Doug Simon, CEO of D S Simon Media, and Saramaya Penacho, Executive Vice President of Health at Edelman, discuss key findings from the 2026 Edelman Trust Barometer Special Report: Trust and Health. They discuss why 70% of respondents believe in at least one divisive health claim. She shares how healthcare communicators can foster empathetic, two-way conversations that build trust. She also highlights the value of uniting audiences around shared health goals.

D S Simon Media is a recognized innovator in broadcast public relations and the creator of the industry’s first AI-Powered Broadcast Media Tour™. Over the last five years the firm has scheduled and produced more than 5,000 media segments annually, further establishing itself as a category leader. Clients include top brands in healthcare, technology, travel, financial services, food and beverage, consumer goods, entertainment, retail, non-profits, and associations. Celebrating its 40th Anniversary in 2026, the company has won more than 125 industry awards.