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Defining the Future of Work With USC Annenberg’s Fred Cook
Podcasts | 24 September 2024
Defining the Future of Work With USC Annenberg’s Fred Cook
by: Fred Cook and Matt Tidwell, Ph.D., APR

In the latest episode of PodCatalyst, Matt Tidwell, member of the IABC International Executive Board, sits down with Fred Cook to discuss findings from “Communicating Culture During a Hybrid Revolution,” a joint report from IABC and the USC Center for Public Relations.

Tune in as they discuss how the shift to remote and hybrid work is impacting corporate culture, management-employee dynamics, morale and the widening training gap for early career professionals.

IABC members can access the report online here: https://www.iabc.com/About/Purpose/Reports

Listen and subscribe on Apple Podcasts, Spotify, or anywhere you listen to podcasts.


Fred Cook and Matt Tidwell, Ph.D., APR

Fred Cook has worked at Golin for over 30 years, during which he has had the privilege to work 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 5-star hotel and chauffeur for drunks. In 2015, after speaking on college campuses around the world, Fred 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.

Matt Tidwell, Ph.D., is assistant dean for graduate and professional studies at the William Allen White School of Journalism and Mass Communications. He is also a faculty lecturer and the program director for the Integrated Marketing Communications graduate degree program at the KU Edwards Campus. Tidwell is an experienced marketing communications professional with more than 25 years of industry experience working in healthcare, energy and technology companies. In 2018, Tidwell received the Arthur Lowell Communicator of the Year award from the Kansas City Chapter of  IABC. 

Business Acumen
The Power of Communication on the Frontlines: A Call to Action for Crisis Management 
24 September 2024
The Power of Communication on the Frontlines: A Call to Action for Crisis Management
by: Jessica Nuñez

The Uvalde tragedy revealed how poor communication can escalate a crisis. Discover key steps to build a proactive, transparent crisis communication plan that fosters trust, accountability and resilience in high-pressure situations.

Business Acumen
Be Aware and Prepared: Emergency Management Preparedness for Communicators 
18 September 2024
Be Aware and Prepared: Emergency Management Preparedness for Communicators
by: Caterina Valentino, Ph.D., MBA, MPA

Shift from reactive crisis management to proactive emergency management within your organization. Learn how communication, coordination and collaboration within a structured framework can improve your disaster response and recovery.

Business Acumen
The Power of Influence: Shaping Our Lives, Workplaces and Culture 
16 September 2024
The Power of Influence: Shaping Our Lives, Workplaces and Culture
by: Charlene SanJenko

Influence impacts everything from our daily self-talk to the way leaders like Beyoncé and Simone Biles shape culture. Learn how effective communication at personal, team and societal levels can create lasting, positive change.

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