PR's Top Pros Talk

Rachel Catanach, General Manager and Senior Partner of New York and Boston at FleishmanHillard, talks about the challenges brands face today. She explains how synthetic audiences can be a valuable tool for message testing. She also shares valuable resources companies can use to prepare before launching a campaign.

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Tyler Perry, Co-CEO of Mission North, highlights findings from the agency’s annual Brand Expectations Index survey, diving into some of the most pressing issues faced by communicators today: AI and DEI. She explores how AI companies should communicate in a way that builds trust and protects against reputational risk. Tyler also reflects on the role communicators play in driving meaningful change across the industry, particularly with inclusivity and representation.

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Brian Hoyt, Vice President of Communications and Industry Relations for EF World Journeys, provides an in-depth look at the company’s travel brands. He talks about the evolution of public relations. He also shares how artificial intelligence, video content, and broadcast media are being used to enhance brand visibility and engagement.

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Mathew Shearman, Global Chair of the Health Practice at APCO, shares key insights from APCO’s Pulse Check Study: “Bridging the Gap: Tackling the Health Trust Challenge in a New Era.” Mathew discusses the role of trust in navigating misinformation. He outlines how organizations can proactively prepare for a range of crisis scenarios. He also highlights the importance of strategic communication in shaping the future of healthcare.

What’s one skill every communicator should prioritize? Active listening. Jacqueline Long, President of Evins Communications, highlights how this powerful skill enhances storytelling and strengthens relationships. She offers practical advice to help communicators at any level sharpen their listening skills and create more meaningful connections.

Jen Dobrzelecki, Senior Vice President and Healthcare Group Lead at Padilla, discusses the evolving landscape of healthcare news coverage. She outlines key components of an effective interview, offering valuable guidance for spokespeople. Additionally, Jen highlights the critical role of adaptable PR strategies.

Ken Kerrigan, Senior Vice President and Co-Lead of the Business & Professional Services Practice at The Bliss Group, and Doug Simon, CEO of D S Simon Media, engage in a compelling conversation about PR trends. They discuss how local TV news remains a trusted and highly effective media outlet for reaching audiences. Ken emphasizes the critical factors communicators should consider before launching a campaign. He also opens up about his passion for shaping the future of public relations through education at NYU.

Roger Bolton, Former CEO of the Arthur W. Page Society and Doug Simon, Founder & CEO of D S Simon Media, engage in a thoughtful conversation about effective leadership practices. With so much external pressure to take a stand on every issue, Roger explains why companies should focus on staying true to their core values. He shares his collaborative approach to decision-making, ensuring that everyone in the organization is working toward a shared vision. Roger also emphasizes the importance of using clear, specific language to foster understanding. Additionally, he highlights the need for strong crisis planning and management.

Sean Layton, Executive Vice President of Earned Media at Zeno Group, shares key trends shaping the media landscape and Zeno's strategy for looking beyond legacy media for great opportunities. He explains how to select the right spokespeople and messaging considerations.

What’s ahead for communicators in 2025? We asked 14 of PR’s Top Pros to share their key insights in this episode of What to Watch for in 2025.

Featured communicators:

• Doug Simon, CEO of D S Simon Media
• Sonia V. Diaz, President of the Hispanic Public Relations Association (HPRA) and Founder & President of Zaid Communications
• Roger Bolton, Former CEO of the Arthur W. Page Society
• Jen Dobrzelecki, SVP, Healthcare Group Lead at Padilla
• Sean Layton, Executive Vice President of Earned Media at Zeno Group
• Mercy A. Quaye, Founder & President of The Narrative Project
• Jonathan Heit, Co-Founder and Global CEO of Allison
• Rachel Neppes, Head of Public Relations for Targus + HYPER
• Mike Rosich, CEO of Current Group
• Nicole Flowers, Vice President of Media Relations Services at Flowers Communications Group
• Ken Kerrigan, Senior Vice President and Co-Lead of the Business & Professional Services Practice at The Bliss Group
• Taryn Parker, Vice President of Spool
• David Fuscus, CEO of Xenophon Strategies and Founder & CEO of Précis AI
• Anna Walsh, Principal of A-Corner Public Relations
• Aquinas Early, Vice President of Integrated Marketing Services at Flowers Communications Group