PR's Top Pros Talk

Shauna Keough, President of U.S. Public Relations at Syneos Health, shares how she applies behavioral science to build stronger client relationships. She emphasizes the importance of understanding key factors like risk and work-life balance to gain deeper insights into client mindsets. Shauna also explains how she leverages these insights to strengthen her partnerships and drive success. 

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In our recent episode of PR’s Top Pros Talk, Mike Rosich, CEO of Current Group, shared how mid-sized agencies are uniquely positioned to blend scale, creativity, and strategic agility. He emphasized the importance of building inclusive, audience-first operations and fostering bold, insight-led creativity that earns authentic connections in a polarized world. Drawing on his journey from DNA Communications to forming Current Group, Mike championed a “best idea wins” culture that democratizes creativity and prioritizes purposeful storytelling. His message was clear: in today’s complex landscape, you can’t buy connection—but you can create it through campaigns that resonate and endure.

Liz Reilly, Senior PR Manager at Next PR, highlights key trends from the agency’s client survey. Liz and Doug discuss how clients are increasingly open to exploring innovative strategies to boost brand awareness. They explore the rising trend of employees becoming influencers within their own areas of expertise on social media. Liz also shares valuable insights on how to generate media attention even when there is no breaking news.

Pamela Greenwalt, Chief Communications and Marketing Officer at SAG-AFTRA, reflects on the impactful initiatives taken to secure the ethical use of AI. She explains how AI and deepfakes compromise the integrity of artistic expression. Pamela also encourages other communicators to approach the use of AI with caution and awareness.

Raoul Bhavnani, Chief Communications Officer of Betterment, is redefining fintech with a human-centered approach. He discusses the role of AI in driving innovation internally and externally. Raoul also shares how Betterment’s hybrid work model boosts employee and customer engagement.

Sarah Robarts, President and Founder of Ballantines PR, discusses the importance of collaboration between employees, brands, and strategic partnerships. Doug and Sarah delve into the significance of arts and culture within the media landscape. She also shares insights on how to integrate passions into your work.

Davelyn Tardi Reyes, Public Relations Director at Discover Puerto Rico, discusses her tactics for building strong relationships with journalists. She emphasizes the importance of staying informed by engaging with local communities. Davelyn also shares an example of a successful brand partnership.

Sarah Wood, Founder and Chief Communication Consultant at Sarah Wood Communication, offers valuable insights on how organizations can utilize their owned channels. She emphasizes the importance of repurposing content while ensuring consistency and communication. Sarah also advises businesses not to underestimate the power of public relations in helping them achieve their vision.

Megan Noel, Global President of Corporate Affairs at Golin, offers valuable insights from Golin’s 2025 Trends Report. She underscores that business transformation and corporate reputation are now inseparable. This convergence demands that companies must approach every decision through a dual lens of operational excellence and reputational impact, recognizing that these elements are inextricably linked in driving long-term business impact.
The companies that will win this year will be the ones that effectively communicate their business transformation story to their stakeholders while adapting to an increasingly complex regulatory environment.

Curious about what’s next for communicators in 2025? In our second episode of “What to Watch for in 2025”, 12 of PR’s Top Pros share their unique perspectives. Topics covered include earned media, evolving client relationships, tech innovations, and more.

• Diana Littman, U.S. Chief Executive Officer, MSL
• Chris Hook, Communications Lead, Cadence
• Lucia Lee, Vice President of Media and Public Affairs, Mount Sinai Health System
• Michael Rinaldo, Senior Health Communications Consultant at Michael Rinaldo Health Communications
• Megan Noel, Global President, Corporate Affairs, Golin
• Joe Gargiulo, Executive Vice President, Coyne Public Relations
• Amira Barger, Executive Vice President of Health Communications and DEI Advisory at Edelman
• Michael Kempner, Founder and CEO of MikeWorldWide
• Vanessa Donohue, Vice President of Health, Antenna
• Jeff Winton, Founder and Chairman of Rural Minds and CEO of Jeff Winton Associates
• Jackie Cox Battles, New York Consumer Brand Practice Lead and North America Consumer Brand Practice Growth Lead, Weber Shandwick
• Kristi Tyll, Managing Partner, Stratacomm