PR&CC Progress Report 2009-2010 1

Jon Iwata, chief commu-nication officer at IBM, visited Adjunct Professor Helen Ostrowski’s class where he guest lectured on branding and ethics. Mr. Iwata was one of the primary forces behind The Authentic Enterprise, a re-port by the Arthur W. Page Society that examines the evolving role of the senior communication executive in 21st century business. See “Industry Experts,” p. 13.

N e w Yo r k U n i v e r s i t y S c h o o l o f C o n t i n u i n g a n d P r o f e s s i o n a l S t u d i e s

Two New Courses Give PR&CC Students a Competitive EdgeEnsuring that the curriculum reflects current trends and best practices, the PR&CC program introduced two new courses.

Social Media: Objectives, Strategies and Tactics Social media are changing the way organizations listen, communicate, and interact with their audiences. It is vital that public relations professionals understand how commu-nication dynamics have changed and continue to evolve. Starting in spring 2010 the new social media course intro-duced students to a broad overview of social media topics through a combination of theoretical grounding, practical application, and strategic thinking. The course is taught by Adjunct Professor Laurel Hart, a 2006 graduate of the PR&CC program and now a consultant at the Logos Con-sulting Group and senior fellow at the Logos Institute for Crisis Management and Executive Leadership, and Clinical Assistant Professor Robert Noltenmeier.

“The course focuses on aligning social media with busi-ness objectives and overall communication strategies,” says Hart. “It examines technical and theoretical elements that compose social media; approaches to ‘listening to,’ monitoring, and measuring social media; writing for social media; and how to engage in online conversations. It also examines ethics, disclosure, applicable laws, security, and privacy in the corporate, nonprofit, and governmental sec-tors.”

Critical Business Skills for Corporate Communication

This course, formerly known as Managing the Public Re-lations and Corporate Communication Functions, teaches three core business competencies needed by successful public relations managers—management skills, econom-ics and finance, and marketing—using actual case studies. PR&CC introduced the revised course in fall 2009, designed and taught by Adjunct Professor Lou Capozzi, former head of global PR firm Publicis.

“The course answers key business questions,” says Ca-pozzi. For example, regarding finance, students review key metrics businesses use to evaluate success, develop an understanding of an organization’s key financial con-stituencies, and learn how to read and understand financial statements. In the study of marketing, the course covers how public relations fits into the larger marketing mix, and reviews the roles of other key elements, including adver-tising, promotion and social marketing. Students learn key business theories and practices through case studies.

Master of Science in Public Relations andCorporate Communication

Progress Report Fall 2010

NYU MASTER’S PROGRAM NAMED NATION’S BEST – AGAIN! Cited as “the Gold Standard” — see page 2

Fraser Seitel, a frequent commentator on matters of business and commu-nication, has taught our Theory, History and Prac-tice of Public Relations course every major se-mester since the PR&CC graduate program began in September 2005. See “Faculty Bios,” p. 8.

Lisa Jaycox, class of May 2008 and a communica-tion specialist with McGraw Hill, has been named one of “the Top 15 PR Profes-sionals to Watch” by PR News.

Public relations has emerged over recent years as a validated social sci-ence and an increasingly important part of organi-zations in the private, pub-lic and not-for-profit sec-tors worldwide. It is one of the fastest growing profes-sions in the U.S., and this era is being referred to as “The Golden Age of Public Relations.” It seems that Genevieve Koch, class of 2009, knows all that. She is shown here at Bloom-ingdale’s Corporate Head-quarters in Manhattan where she writes all the internal communications and serves as the “Voice of Bloomingdale’s” on voi-ceovers for the chain’s sea-sonal fashion campaigns.

2 PR&CC Progress Report 2009-2010

PR Education Program of the Year 2009

(Both articles excerpted from PRWeek)

New York University had lofty goals for its M.S. Degree Pro-gram in PR and Corporate Communication. It sought to be-come the top graduate program in PR, have the best faculty, and elevate the practice of PR as a social science. With rigor-ous courses, practical experience, and 29 PR pros involved in the program, NYU is well on its way.

The accredited program features faculty that have written books including The Practice of Public Relations (Fraser Sei-tel), How to Manage Your Global Reputation (Michael Morley), and Reputation Management (John Doorley and Helio Fred Garcia). Its academically rigorous coursework includes core classes on writing, history, and media relations; more in-depth concentration courses for the specific PR and corpo-rate communication tracks; studies on law and ethics; and a Capstone program where students prepare a researched report on an issue in PR and communication.

The program stresses a practitioner-oriented curriculum and ethical behavior, working with students so they can gain a solid grasp of the key elements of the PR industry and, once professionally involved, work to elevate the ethical and professional standards of PR. Twice a year, the program or-ganizes and hosts the Public Relations Master Practitioner Series where professionals speak on key issues facing the in-dustry. Past topics include “The Golden Age of PR: Effective Use of Public Relations” and “The Growing Role of Social Media in Elections.”

PR Education Program of the Year 2010

With continued growth and high-profile partnerships, the master’s program in PR and corporate communication at New York University set itself apart for the second year in a row. Its relationships with senior-level PR pros are a major part of its success, and this year, Helen Ostrowski, retired Porter Novelli chair, joined the core faculty of 29 adjunct professors.

NYU boasts a constantly updated, 14-course curriculum, fo-cusing on writing, strategic thinking, and integrating social media with business objectives. Professors are encouraged to have class blogs and accounts on Twitter, Facebook, and LinkedIn, facilitating interaction through online communities.

The program introduced a social media course in early 2010 and the launch of a graduate certificate in global PR is planned for 2011. In its fourth year, the overall program has 170 active students, including an incoming class of 47 - its largest to date.

Outside of class, students learned about PR from guest lec-turers like GE’s Gary Sheffer and IBM’s Jon Iwata. In June, NYU partnered with Johnson & Johnson to launch the Academy for Communication Excellence and Leadership. The school also has strong ties to PR organizations includ-ing PRSA, The Council of PR Firms, the Arthur Page Society and IABC.

“NYU has the best reputation and arguably the most re-sources, which distinguished it,” noted one judge. “It’s the gold standard” and “consistently strong,” others said.

PR Education Finalists2009 Georgetown UniversityJames Madison UniversityNew York UniversityUniversity of AlabamaUniversity of Southern California, Annenberg School

2010Bringham Young UniversityGeorgetown UniversityHoward UniversityNew York UniversityUniversity of Alabama

Adjunct Professor Lou Capozzi (center) and 2008-2009 PR League President Ming Hatch accept the award from master of ceremonies Ralph Harris. More than 800 people attend the annual PRWeek Awards dinner.

Academic Director & Clinical Assistant Professor John Doorley (right), along with 2009-2010 PR League President Elizabeth Ghormley, accept the award from master of ceremonies Ralph Harris.

PR&CC Progress Report 2009-2010 3

IN THIS ISSUETwo New Courses ............................................................ p.1News Briefs ....................................................................... p.1PRWeek Awards ................................................................ p.2Scholarship ........................................................................ p.3Message From The Dean ................................................. p.3Capstone ............................................................................ p.4Practicum ........................................................................... p.5A Message From The Director ........................................ p.6

Capozzi and Seitel Honored ........................................... p.6LAGRANT Foundation ................................................... p.7Noltenmeier Faculty Appointment ............................... p.7Faculty Bios ....................................................................... p.8Industry Experts ............................................................... p.13PR’s “Nostradamus” ....................................................... p.14The PR League .................................................................. p.15Four Faculty Books .......................................................... p.15

“Scholarship: academic study or achievement; learning of a high level.” –The New Oxford American Dictionary, second edition

Kimberly Goldstein, at the SCPS Convocation on May 10, 2010, was the Convoca-tion Speaker, representing the 14 graduate programs. An honors graduate of Vas-sar College, Kimberly works as a communicator for the British Consulate General in NYC.

Gee-Eun Myung is the Most Distinguished Graduate of the Class of 2010. Shown with her husband Jun-Ki Park, M.D., she is praised by all the faculty for her critical thinking and communica-tion skills. She has worked with leading public relations firm Waggener-Edstrom, as

well as Swatch and Samsung Electronics. Her GPA was 3.9.

Gary Feit is a member of the Phi Beta Kappa honor society, whose members are of excep-tional academic distinction. A manager of communication with the American Diabetes Re-search Foundation, he was the Most Distinguished Graduate of the May 2009 class.

Saman Qureshi, also a May 2009 graduate, is a Fulbright scholar from Pakistan. She said she “loved the New York University-New York City experience” and is “looking forward to returning some day.” In the meantime, she has returned home where she is work-ing on her own pro bono project to help Pakistan’s poor develop work and communication skills that they can turn into jobs.

A MESSAGE FROM THE DEAN

Excerpted from the 75th Anniversary Book, School of Continuing and Professional Studies, NYU http://www.scps.nyu.edu/about-scps

…Looking backward, one better understands the School’s increasing intellectual coherence, as a locus for academic communities connected to specialized fields of professional practice that are native to New York….Whether in the growing stature of our selective gradu-ate and undergraduate programs or in our evergreen leadership in continuing higher education, for more than seven decades the School has been faithful to its mission of extending learning resources to the general public – working professionals, career changers, and adults of all ages who seek as informed citizens to en-large their understanding of culture, languages, scienc-es, and civic and global affairs.

To be truly educated in the 21st century is not a func-tion of a finite residential experience of several years’ duration in one’s youth. Lifelong learning – whether in the form of short-term programs, professional certifi-cates, graduate (or deferred undergraduate) study, or post-baccalaureate or post-graduate executive educa-tion – has become necessary for successfully navigat-ing change and one’s likely multiple careers. And for those exploring liberal studies and the arts at any age, it constitutes a continuing affirmation of what it means to be alive.

Robert S. Lapiner Dean New York University School of Continuing and Professional Studies

Dean Lapiner and Kimberly Goldstein at the 2010 NYU SCPS Convocation.

4 PR&CC Progress Report 2009-2010

Capstone HighlightsCapstone: the crowning achievement, point, element or event. – Random House Webster’s Unabridged Dictionary

The Capstone course requires students in the M.S. in Public Relations and Corporate Communication program to produce a major paper (about 50 pages) that makes a contribution to the field of public relations and is deemed “publish-able” by the fac-ulty.

The PR&CC pro-gram’s 100 grad-uates have all produced good Capstone Reports, and several await publication. Most notably, two re-ports were pub-lished in the last academic year by The Institute for Public Relations, among the most prestigious re-search and educa-tion organizations in the field of pub-lic relations.

High Potential PR Profession-als Thrive on Challenge, by Pamela Blum and Vanessa Tremarco. Faculty adviser Louis Capozzi.

This study is a comprehensive evalu-ation and analysis of the factors that contribute to employee turnover in the public relations industry and seeks to uncover best practices for preventing the loss of key talent. This text com-prises extensive background and dis-cusses the magnitude of the problem, such as disruption to workflow, in-creased costs, client dissatisfaction, and decreased productivity.

The study then examines factors relat-ing to employee turnover against three theoretical and conceptual frameworks: General Systems Theory, The Deming

System of Profound Knowledge, and Grunig and Hunt’s Two-Way Sym-metric Communication Model. These theories help the authors focus their secondary research and drive the devel-opment of their primary research tools: an online survey of public relations professionals and in-depth interviews with Human Resources executives.

High-potential public relations profes-sionals are unlike any other subset of the workforce. These high-performers crave challenge and responsibility; they feel most fulfilled when being pushed to their limits. Along with the demanding nature of life at a public relations agency, employees expect a better work/life balance and exten-sive career development opportunities. Public relations firms should develop a philosophy that ensures employees are stretching their skills on a regular ba-sis and institute several programs that will meet their cultural expectations to prevent unwanted turnover. Effective two-way communication must be in place at firms to uncover employees’ expectations and to create a motiva-tional environment to achieve shared goals for success.

Knowledge Management and the Personal Influence Model, by Kristen Johnson. Faculty adviser Toni Muzi Falconi.

The personal influence model of pub-lic relations, developed principally by public relations scholar Krishnamurthy Sriramesh, acknowledges that the suc-cess of public relations is greatly influ-

enced by personal networks. With this model, prac-titioners try to establish personal re l a t i o n s h i p s –friendships, if p o s s i b l e – w i t h key individuals in the media, gov-ernment, or po-litical and activist groups (Grunig, 1995, 18).

Despite a general hesitancy to ac-knowledge this model, maintain-ing good personal relationships en-compassing trust and authenticity, with strategically placed persons, is a business impera-tive. In organiza-tions, this model

can be applied by nurturing relation-ships with stakeholder publics, which could be media, employees, sharehold-ers, customers, vendors, and the other myriad publics who have interest in the organization.

Organizational capital is formed by various indicators, including intellec-tual property such as good will and trust. If an organization could succeed in transforming individual relation-ships into organizational relationships, there would be one more indicator that would greatly enhance the value of the organization, and contribute to the overall value public relations has for the organization (Falconi, 2008).

L to R: Professor Don W. Stacks, Ph.D., director of the Program in Advertising and Public Relations at the University of Miami School of Communication; PR&CC graduate Vanessa Trimarco, and Frank Oviatt, former head of The Institute for Public Relations Research.

PR&CC Progress Report 2009-2010 5

Practicum Projects Prepare PR&CC Students for Real-World Public RelationsMuch more than internships, the practi-cum (German for internship) calls for stu-dents to prepare, present and often launch a communication plan that meets a real com-munication need for a real organization.

The NYU SCPS PR&CC practicum course continues as one of the pro-gram’s most distinguishing features. Students work directly with clients and formally present their communication plans to clients’ senior management at the end of the semester.

“The practicum course is designed to give students as much real-world pub-lic relations experience as possible,” says Professor Robert Noltenmeier, practicum course instructor. “The range of clients and communication needs allows students to choose an area of interest to them and to apply communication theory and practice to worthwhile projects. We are grateful to the clients who provide the students with learning opportunities.”

Recent group or sole practicum proj-ects include:

United Nations Global Compact: For the past several semesters, PR&CC students have worked on a variety of communication projects to support this nongovernmental organization’s (NGO’s) worldwide initiatives. NYU teams developed a communication plan to promote the Leaders Summit 2010, which marked the Global Com-pact’s tenth anniversary. The event at-tracts 1,000 corporate CEOs, heads of state and leaders of major NGOs to dis-cuss responsible business practices that support social goals. The Global Com-pact is a UN strategic policy initiative for businesses committed to aligning their operations and strategies with 10 universally accepted principles in the areas of human rights, labor, environ-ment and anti-corruption worldwide.

This is the sixth semester that NYU SCPS PR&CC has worked with the UN Global Compact. “Each semester we create a new practicum project that supports the Compact’s principles,”

says Matthias Stausberg, UN Global Compact director of communications. “We rely on the NYU SCPS PR&CC stu-dents to provide us with fresh commu-nication thinking, strategies and tactics that we can apply immediately.”

UnitedHealthcare: A PR&CC student team researched and conceived a stra-tegic communication plan for United-Healthcare’s pill-splitting program. The program encourages patients’ cost-effective use of prescription medi-cations by literally splitting the pills in half, which, when done properly, does not affect dosage and reduces prescrip-tion costs. The team proposed new Web site content and architecture, along with communication strategies to raise patient awareness. The pill-splitting initiative provides more affordable ac-cess to drugs for 15 million people.

Corporate Angel Network (CAN): Each semester PR&CC students research and present executive communica-tion plans and communication initia-tives for the Corporate Angel Network (CAN) to reach CEOs of corporations with executive aircraft to encourage them to use available seats for cancer patients who must travel to U.S. can-cer treatment centers. CAN is a public charity that works with more than 500 top U.S. corporations (and fractional owners) of corporate aircraft to trans-port about 250 patients a month. Since its founding in 1981, CAN has flown over 31,000 cancer patients to life-pro-longing treatments.

New Fall 2009 and Spring 2010 Practicum Projects

New PR&CC Fall 2009 and Spring 2010 practicum clients included:

Caribbean Media Exchange, the pre-mier communications organization worked with PR&CC student Malika Harrison and PR agency Ruder Finn to organize a regional conference to promote sustainable tourism through media and partnerships in Latin Amer-ica, the Caribbean and other emerging markets. (Poor Malika had to travel to St. Lucia, at Ruder Finn’s expense of course.)

Hill & Knowlton Public Relations asked PR&CC student Alika Mathur to devel-op a firmwide social media awareness

and communication plan.

L’Oreal USA supported a PR&CC stu-dent team Kameron Ackerman, Me-lissa Chan, Kristina Olsen and Karen Van Suijdam for a second semester to expand its social media internal and external communication efforts. For Fall 2009, Shelena Daniels and Saiyai Sakawee developed L’Oreal’s first-ever social media communication audit and plan.

Rx4Good, which strives to improve the good health of individuals and com-munities by building relationships between companies and nonprofits to provide strategic communication and financial support to promote outreach and health-information programs, worked with Kanako Shirasaki and Wendy Lin.

Nike Communications, a full-service public relations firm specializing in the marketing and promotion of luxury goods, has hosted two PR&CC teams. Nike highlights premium lifestyle ser-vices for an elite group of companies, such as ESPRIT, Land Rover, Moet Hennessey, Montblanc and Rail Eu-rope Group, recognized worldwide for luxury, prestige and quality.

The Yale Stem Cell Center (YSCC) ben-efited from a communication audit and strategic plan PR&CC students John Ready and Peter Moran prepared. An-other team will work on the project in Fall 2010.

Matthias Stausberg, director of communica-tions, United Nations Global Compact, at the PR League graduation event in May 2009: “We have hosted five teams of practicum stu-dents from NYU, beginning in the January term of 2007. The work each team has done is actu-ally being utilized at The Global Compact. The students are terrific.”

6 PR&CC Progress Report 2009-2010

MESSAGE FROM THE ACADEMIC DIRECTOR

Our M.S. in Pub-lic Relations and Corporate Com-munication pro-gram at the NYU School of Con-tinuing and Pro-fessional Stud-ies continues to move forward, thanks to our ter-rific faculty and students. We are ending our fifth year with 170 ac-

tive students, and about 100 students have gradu-ated from our program.The mean undergraduate Grade Point Average of our entering September 2009 class was a 3.3 (out of 4). That’s only a number, but it is reflective of a group of students who have achieved much academically, and in many cases, professionally.

About one-third of our students have experience as professional communicators, about one-third are career changers and the balance are recent col-lege graduates. They come from countries all over the globe.A highlight of our first five years was being named the nation’s Number One Public Relations Educa-tion Program for 2009 and 2010 (see p. 2). I do not know if we are the best, although we have aspired to be that from day one. I do know — for sure — that we have a faculty that would be hard to beat. Very hard to beat.Here’s to being a part of what many are calling The Golden Age of Public Relations.

John DoorleyClinical Assistant Professor

Academic Director, M.S. in PublicRelations & Corporate Communication

Chair, Department of Marketing and Public Relations

AWARD FOR OUTSTANDING SERVICE

Professor Lou Capozzi recently built and introduced a new core course in Critical Business Skills for the M.S. Degree in Public Relations and Corporate Com-munication. His emphasis on business relevance, and his involvement from the beginning on the faculty, have been cited as reasons for our program’s being twice named the nation’s Number One Public Rela-tions Education Program by PRWeek magazine. He has recruited top faculty, gained industry recogni-tion of our program, obtained an annual grant for student professional development, and personally placed many students and graduates in promising industry jobs.

AWARD FOR TEACHING EXCELLENCE

Professor Fraser Seitel introduced the course, The Theory, History and Practice of Public Relations, in 2005 with our new M.S. Degree in Public Relations and Corporate Communication. Now teaching in his 10th consecutive semester, with superior evalua-tions, he is a major reason students choose our pro-gram. Having authored one of the most successful texts in the field, and having been named one of the most influential practitioners of the last century as well as being a frequent commentator on all the networks, no one is better qualified to teach ethics-based communication.

Professors Capozzi and Seitel Honored at the NYU SCPS Winter/Spring 2010 Faculty Meeting

Lauren Isenman, a 2007 PR&CC gradu-ate, with Academic Director John Door-ley at the United Nations in 2008. Their paper, with Lauren as first author, on a Ketchum program to rescue and restore victims of human trafficking in the U.S. was published by the United Nations. Lauren was recently named director of development at the Melanoma Research Alliance.

PR&CC Progress Report 2009-2010 7

Advancing Minorities, Advancing The Field The LAGRANT Foundation (TLF) awarded $100,000 in scholarships to a total of 15 ethnic minority college students pursuing a degree in adver-tising, marketing or public re-lations – seven African Ameri-cans, six Hispanics and two Asian/Pacific Islanders – at the New York University Kimmel Center on Monday, June 1, 2009. CNN National Correspondent Jason Carroll served as master of ceremonies before more than 200 guests.The LAGRANT Foundation is a nonprofit 501 (c)(3) organization whose mission is to increase the number of ethnic minorities in the fields of advertising, mar-keting and public relations. Since its inception in 1998, The LAGRANT Foundation has awarded close to $1,000,000 to more than 150 students nation-wide. Scholarship winners had the opportunity to meet with in-dustry leaders, including PR&CC faculty Lou Capozzi, Anita Kawatra and John Doorley, and panelists from top public relations firms. Six PR&CC students have won the prestigious scholarship.

Professor Noltenmeier Joins Full-Time FacultyThe New York University School of Continuing and Professional Stud-ies Master of Science in Public Rela-tions and Corporate Communica-tion (NYU SCPS PR&CC) program appointed Robert F. Noltenmeier to the full-time position of clinical as-sistant professor in January 2009. He began his NYU SCPS career in 2004 as an adjunct instructor in the Mar-keting & Public Relations certificate

program, taught in the Paul McGhee Division and was adjunct in PR&CC since 2006.When not involved with NYU SCPS academic activities, Noltenmeier is of counsel to Quadrant Communica-tions Co., Inc., a Manhattan-based in-tegrated marketing communication firm he helped found 25 years ago after a 10-year career in corporate communication and public relations

with ExxonMobil, Hoechst Celanese and Unisys. Quadrant specializes in targeted marketing campaigns for leading financial services, telecom-munications and retail firms, as well as nonprofits and foundations. He is now in his third term as presi-dent of the New York Chapter of the International Association of Busi-ness Communications (NY/IABC). He holds a M.S. in public relations from the Boston University Col-lege of Communication, a certificate from the NYU SCPS Teaching Effec-tiveness Program, and is proficient in NYU Epsilen distance learning technology. Noltenmeier is a Vietnam-era veteran of the U.S. Air Force, where he served in base information/public relations

and was a liaison to the Secretary of the Air Force in Washington, D.C.

Faculty Social Media Sites Keep “The Con-versation” GoingTo start and continue the conversa-tion, to reach influencers, to build communities, and to listen to audi-ences and constituencies worldwide,

five adjunct professors are blog-ging and tweeting on various public relations and corporate communication topics and is-sues. Professor Garcia’s Twitter site: http://twitter.com/garciahfProfessor Hart’s Twitter site: http://twitter.com/laurelhartProfessor Muzi Falconi’s inter-national public relations blog: http://www.prconversations.com/Professsor Oestreicher’s blog: http://c-o-i-n-s.blogspot.com/ Professor Plorhoros’ Twitter site: http://twitter.com/MediaMinderStudents in the new course—PR&CC Social Media: Objec-tives, Strategies, Tactics—have class and individual blogs and Twitter sites to discuss course

content and social media develop-ments.

Student-Faculty Break-fasts Add Extra Insights to ClassesPR&CC student-faculty breakfasts focus on topical subjects important to the communication profession. They also allow for casual conversa-tion about the graduate program and career opportunities. The meetings are limited to 12 students to enhance interaction and networking. Adjunct faculty members Claude Singer, Barri Rafferty and Ken Banta (see faculty bios) have hosted recent sessions.

NYU SCPS PR&CC Professor Robert Noltenmeier, president of the New York Chapter of the International Association of Busi-ness Communicators (NY/IABC), recently presented Sally Sus-man, Pfizer’s senior vice president external affairs and world-wide communications, with NY/IABC’s 2009 Communicator of the Year (COY) award.

8 PR&CC Progress Report 2009-2010

PR&CC FacultyOur faculty are all highly accomplished professional communica-tors who are also good teachers. They are dedicated to the mis-sion of the M.S. Degree Program in Public Relations & Corporate Communication: the development of professional communicators who understand communication theory, history and practice; think, plan and act ethically and strategically; write and express themselves well; and have a broad, thoughtful view of the organi-zations they work for and of the world.

Here are their brief biographies:

Ken Banta is a leading corporate affairs practitioner with a strong track record in change leadership and organizational transformation. He played a key role in the turnaround and transformation of three global, research-based pharmaceuti-cal companies: Pharmacia & Upjohn, Pharmacia Corpora-tion, and, most recently, Schering-Plough Corporation. At Schering-Plough Ken served as head of Global Corporate Strategic Affairs, where he was part of a senior team with CEO Fred Hassan that over six years transformed the worst-performing company in its peer group into a top-tier com-petitor with the best pipeline in the industry. The success of this effort made the company so attractive that it merged into Merck & Co. in November 2009. Before entering the cor-porate world Ken served for five years as a senior counselor with the global public affairs and public relations firm Bur-son-Marsteller, based in London. A Rhodes Scholar, he spent 10 years as a writer, reporter and foreign correspondent with Time magazine.

Melissa Burdick Harmon began her career in public rela-tions/corporate communication as an account executive, then vice president, at KCSA Public Relations, and went on to become director of corporate communication for FSC Corporation. Melissa opened her own corporate and public relations writing business where she has written everything from corporate speeches to annual reports to Twitter cam-paigns. Her client list numbers more than a dozen Fortune 500 companies, plus nonprofits, universities, hospitals, law firms, consulting groups, government agencies, and tourist boards. Melissa has published over 200 consumer magazine and newspaper articles and a book. She holds an M.A. in English and Comparative Literature from Columbia Univer-sity, and is a past president of the New York Chapter, Inter-national Association of Business Communicators.

Lou Capozzi is an adjunct professor in New York Univer-sity’s graduate program in public relations and corporate communication, having retired from business after a 40-year career in PR. Lou was chairman and CEO of Manning, Sel-vage & Lee (MS&L), one of the world’s largest public rela-tions consulting firms, and before that was vice president of corporate communication at Aetna. He earlier held senior communication positions in both corporations and consult-ing firms. A graduate of New York University in journal-ism/marketing, Lou holds an MBA from the Bernard Baruch Graduate School of Business. New York University, School of

Continuing and Professional Studies, presented to him this spring its Award for Outstanding Service for his work with the M.S. Degree in Public Relations and Corporate Commu-nication program.

Anthony Carter is vice president of Global Diversity & In-clusion and chief diversity officer for Johnson & Johnson. He is the former vice president of corporate communication, with responsibility for organizational, executive and change management communication, as well as the management of all communication for human resources and the Office of Diversity globally. Previously, he held various positions in public affairs for the Bristol-Myers Squibb Company. Prior to that, he was assistant press secretary for Mayor of New York City David N. Dinkins. A member of the Board of De-velopment Team for Howard University, he holds a B.A. in Communication and Journalism from Fordham.

Deirdre Dapice has 15 years of corporate communication and consumer marketing experience. She has held agency and corporate roles at the Publicis Groupe and its global public relations firm, Manning Selvage & Lee (MS&L). Most recently she was director of corporate communication for Publicis’ Public Relations and Corporate Communications Group, a role she also held at MS&L. During the time Deir-dre led corporate communication for MS&L, the firm was named agency of the year by The Holmes Report, received multiple awards for best employee communication program and an honorable mention from PRWeek for agency of the year. She holds a Bachelor of Arts in Communication from Loyola University in Baltimore, Md.

Kelly Dencker is senior vice president and director of the healthcare practice at Coyne Public Relations. Previously, he was director of the healthcare practice at MS&L New York and an 18-year veteran of the firm where he led day-to-day operations and strategic planning for the group. He is en-gaged in all aspects of the business including strategic and creative account planning and management, digital health communication, issues management, and the creation of new products and services for clients. During his career Kelly has managed several award-winning campaigns and high-profile launches within the pharmaceutical and con-sumer health space in such categories as men’s health, chil-dren’s health, vision care and respiratory health.

Eugene Donati teaches investor relations and public affairs in our PR&CC program. His research interests include the communication of financial and scientific information and the role of public relations in public policy formulation. With two graduate degrees, he is an alumnus of the Univer-sities of Toronto and Pittsburgh and the American Univer-sity, Washington, D.C. He began his 30-year public relations career as a press secretary on Capitol Hill and, later, was at Mellon Bank, Hill & Knowlton and was a managing direc-tor at the consulting firm Clark & Weinstock. He is also an assistant professor of advertising and public relations at The City College of New York.

PR&CC Progress Report 2009-2010 9

John Doorley, academic director of this program, is ap-proaching a decade of teaching experience, first at Rutgers, as an adjunct instructor and then as a member of the full-time faculty, and now at NYU. His most recent position in industry was as head of corporate communication at Merck, then the world’s largest and most admired health care com-pany. Previously, he was chief speech writer for the CEO of Hoffmann LaRoche Inc. He holds a B.A. in Biology from St. Vincent College and an M.A. in Journalism from NYU. He is the winner of numerous writing awards and is co-author with Helio Fred Garcia of Reputation Management, the sec-ond edition of which will be released in 2010 by venerable publisher Routledge, Taylor & Francis Group.

Helio Fred Garcia joined the NYU faculty in 1988 and has received the SCPS awards for teach-ing excellence and out-standing service. Fred is executive director of The Logos Institute for Crisis Management & Executive Leadership and president of Logos Consulting Group. He is also on the adjunct faculty of the Starr King School for the Ministry, Graduate Theological Union, Berkeley, Calif. He is co-author with John Doorley of Reputa-tion Management (Rout-ledge) and is author of Crisis Communica-tions (AAA Press). He received his B.A. with honors in Politics and Philosophy from NYU,

where he was elected to Phi Beta Kappa. He received a M.A. in Philosophy from Columbia. He studied classical Greek languages and literature in the Latin/Greek Institute of CUNY Graduate Center. He received an honorary Doctor of Humane Letters degree from Mount Saint Mary College.

Michael Greece is managing director of Padilla Speer Beard-sley. Previously, Mike held senior positions at Manning Sel-vage & Lee and other notable New York City agencies. He has guided successful corporate and marketing communica-tion programs for a broad array of companies and brands including Coppertone, Western Union, General Electric, MetLife, Yankelovich Partners and Starter Sportswear. Mike is an accredited member of the Public Relations Society of America (PRSA) and a member of its Counselors Academy. He received his Bachelor of Science degree from the U.S. Air Force Academy and worked on global assignments such as the European and American introduction of the F-16 aircraft. He also holds a Master’s in Mass Communication from the University of Denver. His articles on public relations and

marketing communication have appeared in the PR Strate-gist, PR Tactics, PRWeek and PR Intelligence Report. He also is the recipient of The Phillip Dorf Award for Mentoring from PRSA’s NewYork Chapter.

Laurel Hart is a partner at the crisis management firm Logos Consulting Group, and a senior fellow at the Logos Institute for Crisis Management & Executive Leadership. She helps clients, both corporate and nonprofit, understand the evolu-tion of social media and the relationship to organizational communication, reputation, and crisis. She has worked in the communication field for almost ten years. She wrote the social media chapter in the second edition of the Doorley-Garcia book, Reputation Management: The Key to Successful Public Relations & Corporate Communication, and writes for two blogs. She has a B.A. in English from Colby College and an M.S. from this PR&CC program at NYU where she was the program’s first Most Distinguished Graduate in 2007.

Sean Healy is a corporate communication executive with some 25 years of experience working for some of the world’s best-known companies. He founded Healy Corporate Com-munications to support the communication efforts of a range of corporate clients, including The Coca-Cola Company, Cardinal Health and Blumberg Capital Partners. In addition to running his own company, he is a senior consultant to Fleishman-Hillard, one of the world’s largest public relations firms. Before starting his own consultancy, Sean had been a senior vice president and partner in Fleishman-Hillard’s corporate practice. As a senior consultant, he specializes in media relations strategy and supports many high-profile clients, including Philips. Before joining Fleishman-Hillard, he managed national and financial media relations at EDS. During his career, Sean also has served as vice president of media relations at Visa and as a deputy communications di-rector at AlliedSignal. He has a B.S. in Public Relations from Boston University College of Communication and an M.B.A. in Finance from New York University Stern School of Business.

Bill Healey is director of Grants & Philanthropy for Novo Nordisk Inc, the American affiliate of the Copenhagen-based Novo Nordisk A/S. Bill joined Novo Nordisk in June 2009. He was previously executive vice president of the Health-Care Institute of New Jersey, a state-based trade association of the research-based pharmaceutical and medical technol-ogy industry. Bill served from 1994-97 in the office of for-mer New Jersey Governor Christine Todd Whitman as the director of the Office of Business Ombudsman. He has held other notable positions in government and politics, includ-ing serving as vice president and chief lobbyist of the New Jersey Chamber of Commerce, and as a staff aide to former U.S. Congressman Jim Courter. He earned a B.S. in Commu-nication from Seton Hall University and an M.S. in Public Administration from Fairleigh-Dickinson University.

Chris Henick is founder & co-chairman of Blueprint Advi-sors LLC, a Washington, D.C., based messaging and strategy firm that employs a coherent approach to managing brands, utilizing a unique sphere of top-tier partners. Chris was se-nior advisor to the Rudy Giuliani Presidential Committee and was an independent business consultant and advisor.

Adjunct Professor HELIO FRED GAR-CIA hired LAUREL HART, our program’s first Most Distinguished Graduate, class of 2007, to work in his firm, Logos Con-sulting. Prof. Garcia has been honored with both the Outstanding Service and Excellence In Teaching Awards from NYU SCPS. Ms. Hart, now Prof. Hart, has since become widely recognized for her strategic use of social media with Logos clients. She helped build and is teaching one of the two sections of the new PR&CC core course in social media introduced in January 2010 (see article on p.1).

10 PR&CC Progress Report 2009-2010

In this capacity, he consulted to Giuliani Partners LLC. Hen-ick served President George W. Bush in the White House as Deputy Assistant to the President and Deputy to the Senior Advisor and also was Deputy Director of Strategy for the Bush-Cheney 2000 presidential campaign. Chris was named a Fellow to the Institute of Politics at Harvard University’s Kennedy School of Government during the spring 1995 term. Chris attended the University of Mississippi and re-ceived a B.A. in Liberal Studies from Georgetown Universi-ty. Chris currently serves on the Advisory Committee at the University of Mississippi’s Center for the Study of Southern Culture.

Denise Hill, APR, is vice president of Food Lion LLC. She has held senior communication positions at a number of Fortune 500 companies, including CIGNA, Novartis Phar-maceuticals and Quest Diagnostics. Most recently, she was senior vice president of corporate communication for a busi-ness division of Wyndham Worldwide. She received Bach-elor’s and Master’s degrees in Communication from Temple University and is pursuing a Doctorate in Communication at the University of North Caro-lina. She is a member of PRSA, IABC, the Council of Communi-cations Management and The PR Seminar.

LaNella Hooper-Williams is pres-ident of Hooper Williams Com-munications (HWC), a strategic communication firm specializing in public relations, change/orga-nizational communication and marketing communication. She also specializes in helping orga-nizations with their brand and has shared her expertise with cli-ents such as Johnson & Johnson, Aramark, Rutgers University and Carnegie Mellon University. Previ-ously, she held vice president and director communications positions with Fortune 500 companies such as Johnson & Johnson, Lin-coln Financial Group and PNC Bank. A winner of numerous industry awards, she holds a Bachelor’s in Business Admin-istration from the University of Pittsburgh and a Master’s in Marketing Communication from Duquesne University. She is a member of the International Association of Business Communicators.

Ed Ingle, managing director of government affairs, Micro-soft Corporation, has 25 years of public policy and political experience. Since 2003, he has managed Microsoft’s lobby-ing activities with Congress and the Executive Branch, and more recently, with governors and state governments. He is currently chairman of the Bryce Harlow Foundation, com-prising 30 of the top government relations professionals in the country, who seek to promote high ethical standards in the advocacy profession. Ingle previously served in the

White House as a senior aide to President George W. Bush. Ingle was a consultant for 12 years with the Wexler & Walker government relations firm (owned by WPP Group plc). He served in the Reagan White House Office of Management and Budget from 1985 to 1989. He holds a B.A. in Journal-ism/PR from the University of Tennessee and a Master’s in Public Administration from Indiana University.

Judith H. Jones is executive director of employee communi-cation for The New York Times Company, where she works closely with The Times’ newsroom and business leaders. Previously, she was a senior manager of communication with The Dun & Bradstreet Corporation and, before that, served as a manager of communication at MeadWestvaco, a leader in the paper and box industry. Judy holds a B.F.A. from Boston University in Theatre. She has written for sev-eral professional publications, including Business Communi-cator, Journal of Employee Communication Management, Ragan Report and Strategic Communication Management. She is a past president of the New York Chapter of the International As-sociation of Business Communicators.

Anita Kawatra is a communication and public affairs executive special-izing in crisis management, orga-nizational turnarounds, and public policy and advocacy. She is now vice president of public affairs at Elan Pharmaceuticals. Previously, Anita held senior communication and policy positions at Merck, at Medco Health, and in government and politics, including speechwrit-er for New York Governor Mario Cuomo and New York City Mayor David N. Dinkins, for whom she also served as chief of staff after his tenure as Mayor. Anita holds a B.A. from Yale College and an M.A. from Columbia University, where she was founding chair of the Con-ference on American Studies.

Melissa May, APR, is the director of communications for the Global Campaign for Microbicides, an organization working to expand HIV prevention options. She previously served as director of public information for the Population Council, an international research organization. She earlier managed public relations and marketing programs at AirTouch Cel-lular (now Verizon Wireless), Airborne Express (now DHL), and Internet webcaster Digevent, after starting her career at AT&T. She holds a Bachelor’s in Public Relations and Mass Communication from Purdue University and a Master’s in Public Relations and Marketing from the University of Tex-as, Austin.

Kathryn Metcalfe has held multiple leadership positions both at major corporations and top agencies. Kathryn is currently a vice president at Pfizer Inc., the world’s largest pharmaceutical company, where she oversees communica-

PR&CC Adjunct Professor ANITA KAWATRA and KEITH PALZER were married July 17, 2009, in the historic Govern-er’s Room at City Hall in Manhattan. The elegant civil cer-emony was officiated by former New York City Mayor DAVID N. DINKINS, for whom the bride served as speechwriter and senior aid from 1990 to 1998, both during and after his ten-ure as Mayor. Professor Kawatra is vice president of public affairs at Elan Pharmaceuticals, in Manhattan. The wedding was featured in a major article in the New York Times.

PR&CC Progress Report 2009-2010 11

tions efforts for four business units. She also led Pfizer’s ef-forts to enhance its reputation worldwide among multiple stakeholders and communicated Pfizer’s industry-leading views on policies surrounding the products it discovers and sells. Before joining Pfizer, Kathryn served on the Executive Committee of Novartis Pharmaceuticals Corporation. She was chief executive officer for international public relations agency Cohn & Wolfe’s New York Office and held senior positions at leading PR firms, international and boutique agencies. Metcalfe holds Master’s and Bachelor’s Degrees in Journalism from Northwestern University.

Gail L. Moaney, APR, is executive vice presi-dent and director of Ruder Finn’s Travel and Economic Development Group. Gail has 20 years’ experience in agency and corporate public re-lations and in television broadcasting, imple-menting communication programs for destina-tions, transportation companies, hotels and resorts, and economic development entities worldwide. She was the chief of communication

for the State of Ohio Department of Economic Develop-ment, managing radio, television and print communication for tourism, international trade, science and technology, and business development. Earlier, she worked in broadcasting as a producer and executive producer for NBC/WRC-TV, PBS (Public Broadcasting System) and Warner Amex Cable Communications. A fine arts graduate of Howard Univer-sity, Gail holds an M.A. from American University in Broad-casting Production and Management.

Michael Morley is president of the corporate reputation and brand-ing firm Morley Corporate Con-sulting Ltd., and chairman of the senior advisory group of the Echo Research Group. Michael founded Edelman’s first overseas office in London in 1967. He served as president of Edelman Interna-tional Corporation, president of Edelman New York and deputy chairman and president of Inter-national Operations. He was the firm’s deputy chairman of Edel-man Worldwide until his retire-ment in 2006. He has served as chairman of the jury of the IPRA Golden World Awards, and is the author of the book How to Man-age your Global Reputation and The

Global Corporate Brand Book. He received the 2009 PRSA Atlas Award, holds IPRA’s Alan Campbell–Johnson Medal, is in the ICCO Hall of Fame and a Fellow of the Chartered Insti-tute of Public Relations. He was created Knight of the Order of the Lion by the President of Finland for his contributions to international communication.

Toni Muzi Falconi is adjunct professor of Global Relations and Intercultural Communication. An Italian national, he has been teaching in various Italian universities since 1998 (IULM, Udine, Forli’, Lumsa at the Vatican). His profes-sional activity, which remains intense today, began back in 1962 and developed in various phases in employee, media, corporate, financial, international relations and public af-fairs inside companies such as Exxon, 3M Company, Fabbri Publishers; as entrepreneur and CEO of SCR, Italy’s largest and most reputed public relations agency; then chair and shareholder of Methodos, a change management consulting company. He was chair of FERPI (Italian PR Association) and founding chair of the Global Alliance (an umbrella or-ganization of 66 national associations of professionals from as many countries). He is author of four books in Italian and co-author of as many in English.

Robert F. Noltenmeier has been a full-time clinical assistant professor in the NYU SCPS PR&CC program since January 2009. Before his full-time appointment, he had been an ad-junct professor in the program since 2004. He remains active in the profession as executive vice president and principal of Quadrant Communications Co., Inc., a Manhattan-based integrated marketing communication agency that counsels leading financial services, retail, and telecommunications firms, along with nonprofits and foundations. Before join-ing Quadrant, Bob held senior corporate communication and public relations positions with ExxonMobil, Hoechst-Celanese and Unisys. He has served in several board posi-tions with professional communication associations, includ-ing three terms as president of the New York Chapter of the International Association of Business Communicators (NY/

IABC). He holds a Master’s in Pub-lic Relations from Boston Univer-sity’s College of Communication.

Paul Oestreicher is president of Oestreicher Communication, LLC and specializes in corporate and marketing communication, busi-ness strategy and development, and risk, issues and crisis manage-ment. Paul started at Hoffmann-La Roche as a clinical project coordi-nator in the Clinical Research and Development department, and then had roles of increasing re-sponsibility in their Public Policy and Communication department. Other positions held include vice president of Strategic Marketing and Communication at Genais-sance Pharmaceuticals, vice presi-dent of Communications for North

PR&CC Adjunct Professor Michael Morley (right) received the

Public Relations Society of America’s prestigious Atlas Award

for 2009 from Micheal Cherenson, chairman of The Board of

Trustees of the PRSA. The award recognizes public relations

practitioners who have made extraordinary contributions to

the practice and profession of public relations in an interna-

tional environment over the span of their careers.

Adjunct Professor Gail Moaney, execu-tive vice president and director of Ruder Finn, has been named one of “25 Influen-tial Black Women” by The Network Jour-nal (TNJ). The honorees were featured in the March Issue of the magazine.

12 PR&CC Progress Report 2009-2010

America at Sanofi-Synthelabo, general manager at Edel-man Public Relations and U.S. healthcare practice director for Hill & Knowlton holds a Bachelor’s Degree in Biology from the University of Rochester, an M.S. and Ph.D. in Nu-tritional Sciences from Rutgers University, and completed a post-doctoral fellowship in Pharmacology while with Wy-eth Laboratories.

Helen Ostrowski was chairman and chief executive officer of Porter Novelli, one of the world’s leading public relations firms, until 2008. She was originally brought into Porter No-velli to lead the agency’s health care practice after extensive agency and corporate experience in the pharmaceutical in-dustry. Helen began her career at American Cyanamid in the public affairs department, where she enrolled at NYU School of Continuing Education (now SCPS), and obtained her B.A. in Humanities. Helen has written and lectured extensively on public relations, served as chairman of the Council of Public Relations Firms, and is currently on the boards of the Arthur W. Page Society, the International Youth Foundation and Roger Williams University. In 2008, she was named by PRWeek as one of the 20 most influential public relations ex-ecutives in the past decade.

Tony Plohoros is founder and principal of Media Mind, LLC, a specialty healthcare communication firm that serves a broad range of life sciences clients. Previously, he served as director of media relations at Bristol-Myers Squibb Com-pany, where he oversaw the company’s strategic media rela-tions efforts. He served as the company’s primary external spokesperson on all significant corporate matters. Prior to that, he directed financial communication and media rela-tions at Merck where he played a critical role in guiding the company through issues related to the withdrawal of Vioxx. He holds a Bachelor’s Degree in Public Relations from the Newhouse School of Public Communication at Syracuse University, and an M.B.A. from the Stern School of Business at NYU.

Ken Rabin has more than 40 years experience as a PR practi-tioner, educator and writer. He lives in Warsaw, Poland, and is senior counselor at Alert Media Communications, a young Polish firm. He retired from Ruder Finn in 2009, where he had been an executive vice president and director of interna-tional healthcare. Prior to joining Ruder Finn in Washington, he was managing director of Burson-Marsteller’s worldwide healthcare practice. He was previously chairman of Inter-Science, a global healthcare PR company acquired in 1995 by Medicus DMB&B. From 1984-92, he directed healthcare at Hill & Knowlton, which he joined after three years as direc-tor of public affairs at Squibb (now BMS). He was associate professor and director of the graduate public relations pro-gram at American University in Washington, D.C., 1974-80. Ken was co-author of Informing the People, for many years the standard text on U.S. government information practice. He is on the editorial boards of the Journal of Health Communica-tion and Public Relations Review. He has a Ph.D. in education from George Peabody College of Vanderbilt University. His B.A. is from Cornell University, and he has master’s degrees from Yale and the University of North Carolina.

Barri Rafferty is a member of the Executive Committee of Ketchum, one of the largest PR agencies, and is the director of Ketchum New York. She also oversees Ketchum Sports Network, a group specializing in sports event management, public relations and brand marketing. She has counseled and worked with many industry-leading companies, such as Kodak, The Home Depot, Cadbury Schweppes, Cadbury Adams, Carnival, DuPont, Cingular Wireless, Levi Strauss & Company, Johnson & Johnson, Antares, Bayer and Frito Lay. She was president of the Public Relations Society of America, N.Y. Chapter, and is a member of Women in Com-munication. Her undergraduate and graduate degrees are from Tulane University and Boston University, respectively.

Craig Rothenberg is vice president, corporate communica-tion at Johnson & Johnson, the world’s most broadly based healthcare company, where he is responsible for global em-ployee and executive communication. In this role, Craig links all employees across the Johnson & Johnson Family of Companies to the organization’s strategic priorities, deepen-ing their engagement to the business. He recently launched the company’s first in-house learning academy for commu-nication professionals—ACCEL, the Academy for Commu-nication Excellence and Leadership. Before joining Johnson & Johnson in 1995, Craig started the Public & Professional Affairs Department at Organon, Inc., the U.S. pharmaceu-tical operating company that was part of the Akzo Nobel Group.

Jay Rubin, president of Jay Rubin & Associates, is a public relations writer and consultant to some of America’s best-known companies. He conducts media training seminars for business executives, and is a frequent speaker on top-ics involving communication and pop culture. Earlier in his career, he was a corporate communication executive in the cable television field and was an editor and writer at several business publications. He received the NYU SCPS Award for Teaching Excellence and is a graduate of the S.I. Newhouse School of Public Communications at Syracuse University.

Fraser P. Seitel is managing partner of Emerald Partners, a strategic communication counseling firm, and a senior counselor for corporate and financial communication at Burson-Marsteller, one of the world’s largest public rela-tions agencies. He was a communication manager with the Chase Manhattan Bank for more than two decades. Fraser is an Internet columnist for odwyerpr.com and TCSDaily.com and contributing editor to O’Dwyer’s PR Services Report. He is a seminar leader and lecturer for Ragan Communications and Estes Park Institute. He has been a columnist for United States Banker magazine and IBM’s Profit magazine and edi-tor of the Public Relations Society of America’s Strategist magazine. Fraser received a Bachelor of Journalism Degree from the University of Missouri in 1968, a Master of Arts Degree from the University of North Dakota, and a M.B.A. from New York University.

Claude Singer is founder of Brandsinger LLC, the inde-pendent brand consultancy known for a unique blend of strategic expertise and creative flair. Current clients include

PR&CC Progress Report 2009-2010 13

Industry Experts Enhance the PR&CC Classroom ExperienceA TV anchor discussing the intersection of news coverage and public rela-tions. The chief commu-nicator for a Fortune 500 company explaining the war-room atmosphere of 21st century corporate communication. A top PR researcher explaining the value of data-based decision making. These are just some examples of the nearly 100 public relations, communica-tion, media, and other leading practitioners who have lectured in PR&CC classrooms dur-ing the past few semes-ters.

“The power of the PR&CC program lies in its proximity to a power-ful network of top public relations and communication experts,” says Clinical Assis-tant Professor Robert Noltenmeier. “Our Manhattan loca-tion is in the heart of the global PR and media industries. And, it’s a testament to the dedication of these leaders to offer their time and talent to help educate the best-prepared students of any similar program in the nation.”

Among those who lectured are top corporate executives (Jon Iwata, IBM’s chief communication officer; Gary Sheffer, General Electric’s executive director of communications and public affairs; Judy Jones, New York Times Company’s em-ployee communications head; Catherine Mathis, Standard & Poor’s chief of marketing and communications; and Craig Rothenberg, Johnson & Johnson’s vice president of commu-

nications), top journalists (The New York Times’ David Carr, The Wall Street Journal’s Sarah Needleman, Time’s Justin Fox, CNBC anchor Erin Burnet, and CNN’s Christine Roman) and PR agency executives (Hill & Knowlton Chair MaryLee

Sachs and Executive Vice President Richard Hyde; Echo Research President David Mi-chaelson; Ogilvy PR Managing Director Jennifer Scott; Edel-man/Strategy One Senior Vice President Sarah Peterson; Ruder Finn Chief Ethics Offi-cer Emmanuel Tchivi-djian; and Ketchum Research Network Managing Director David Rockland), and other public rela-tions industry leaders (Kathy Cripps, presi-dent of the Council of PR Firms; Tom Nich-olson, executive direc-tor of the Arthur Page Society; and Judy Voss, director of PRSA’s pro-

fessional development).

PR&CC program students heard a wide variety of presen-tations, including: war room communication tactics and strategy; public affairs advocacy; message measurement and creation; building customer relationships with interac-tive electronic communication; effectively managing federal regulatory affairs; establishing favorable standards; being strategic in employee communication; strategy as interac-tive engagement; communicating corporate social responsi-bility; social media and strategic communication; triggering emotional resonance in strategic communication; statistical reasoning; turning data into insights; and research for pub-licity.

Described by PRWeek as “the century’s most influential PR figure,” Harold Burson, cen-ter, recently gave a guest lecture to PR&CC students. He has spent more than 50 years serving as counselor to and confidante of corporate CEOs, government leaders and heads of public sector institutions. As winner of numerous industry honors; a gener-ous supporter of organizations and charities; a mentor to many; and co-founder of the largest public relations agency in the world today, Burson-Marsteller, Burson is a truly singular figure in the world of public relations.

CIGNA, Numoda Corporation, New York Life and Cool-ey-Dickinson Hospital. He is a veteran of New York City branding agencies Lippincott and Siegel+Gale, where he led strategic engagements for clients such as National Aus-tralia Bank, Medtronic, Blue Cross Blue Shield, and Morgan Stanley. Before turning to branding, Claude was a vice pres-ident of corporate communication at Aetna responsible for policy communication, and prior to that, he was vice presi-dent at Chemical Bank as head of both policy and employee communication. Claude has a B.A. from Reed College and a Ph.D. in History from the University of Washington.

Shelley J. Spector is president and creative director of New York-based Spector & Associates, the public relations firm

she opened in 1991. The firm, which specializes in integrat-ed marketing campaigns, has won more than three-dozen industry honors, including the Gold Creativity in Public Re-lations Award, earned during the firm’s first year of opera-tion. After the 1995 death of her mentor, Edward Bernays, Shelley founded the online Museum of Public Relations, which features online exhibits of the industry’s best-known pioneers. Following 9/11, she founded the Downtown Busi-ness Network, an advocacy group for small businesses. She also invented, and received a patent for Wireless Warning, an emergency communication system. Shelley received a B.A. in Journalism from the University of Rhode Island and an M.S, in Television/Radio from the Newhouse School at Syracuse University.

14 PR&CC Progress Report 2009-2010

PR&CC Reputation for Reputation Scholarship RisesNew Course Offering Planned

Twice each academic year the PR&CC Master Practitioner Lecture Series invites leading public relations and corporate communica-tion practitioners to share their expertise and experience with stu-dents and professional communicators. The latest seminar, hosted by Edelman Public Relations at its new SoHo headquarters in October, examined reputation from the perspective of “The CEO and Corporate Communication in the Recovering Economy.” Adjunct Professor Michael Morley moderated a panel of distinguished practitioners that explored the theory that there are three stages in the life cycle of every organization when its brand reputation is exposed to maximum risk. During such critical times, how the organi-zation and its leader commu-nicate determines its standing with stakeholders as well as its brand value. Panelists were: Leslie Gaines-Ross, Weber Shandwick’s chief reputation strategist; Paul Turner, professor of Management Practice at Ashcroft International Business School, Cambridge, U.K.; and Ray Jordan, corporate vice president, Public Affairs and Corporate Communication, at Johnson & Johnson.

The PR&CC program co-sponsored a seminar on reputation in Manhattan with IPREX, one of the world’s largest public relations

corporations comprising leading independent firms in major mar-kets worldwide. The discussion focused on the impact the global economic crisis has had on some of the world’s leading companies, both on their own reputations and how they communicate with their stakeholders. Panelists were the heads of corporate commu-nication at Fortune 500 firms. Former BusinessWeek Editor-in-Chief John Byrne moderated the panel, and PR&CC Professor Doorley summarized the discussion. The seminar was hosted by Makovsky + Company, one of the founding members of IPREX.

Professor Doorley was a keynote speaker at the March 2010 repu-tation summit of The Council of Corporate Brand Manage-ment of The Conference Board, hosted by The Mayo Clinic in Phoenix, Arizona. His presenta-tion—titled “Corporate Repu-tation and Brand Management: Finding The Nexus”—focused on the thesis that brand repu-tation is a subset of corporate reputation, which means that the principles that apply to one apply to the other and that both categories of communication must always be integrated. The Conference Board is the world’s pre-eminent business and re-

search organization.

The PR&CC Program is planning a course in Reputation Manage-ment and will introduce it in the fall 2010 or spring 2011.

PRWeek named the book on Reputation Management by Professors Doorley and Garcia one of its three “must reads” for public rela-tions students and professionals.

Character is like a tree and reputation like a shadow. The shadow is what we think of it; the tree is the real thing. — Abraham Lincoln

PR’s “Nostradamus” Had Home at NYU Edward L. Bernays, regarded among the founders of modern-day public relations practice, taught what many believe to be the first course in public relations in 1923 at New York University. This in-dustry pioneer remains connected to NYU and the PR&CC program through new adjunct faculty member Shelley Spector, founder and head of the Museum of Public Re-lations that houses Bernays’ papers and memorabilia. They are shown here in a 1990 photo.

“Bernays was so ahead of his time,” says Spector, a historian of the pro-fession and founder and head of New York-based PR firm Spector & Associates. “He was able to an-ticipate changes in society much better than most sociologists.” His seminal book Crystallizing Public Opinion, also written in 1923, in-cludes glimpses into the future of business and communication that resonate today, she explains.

Clearly, he did not foresee social media. But he did seem to glimpse the future. Or is our lesson simply that the more things change the more they remain the same? To wit, here are some excerpts from Crystallizing Public Opinion:

“Program groups so vaguely called ‘the public’ consists of all sorts and conditions of men, the particular kind or condition depending

upon the point of view of the individual who is making the ob-servation or classification. This is true likewise of great and small subdivisions of the public.

“The public relations counsel must take into account that many groups exist, and that there is a very definite interlapping of groups. Because of this he is enabled to utilize many types of appeal in

reaching any one group, which he subdivides for his purposes.

“…Society is made up of an al-most infinite number of groups, whose various interests and de-sires overlap and interweave in-extricably.

“…It is from the constant inter-play of these groups and of their conflicting interests upon each other that progress results, and it is this fact that the public rela-tions counsel takes into account in pleading his cause.

“…For society, the interesting outcome of this situation is that

progress seldom occurs through the abrupt expulsion by a group of its old ideas in favor of new ideas, but rather through the rear-rangement of the thought of the individuals in these groups with respect to each other and with respect to the entire membership of society. “

Illustration from upcoming second edition of Reputation Management by PR&CC Professors Doorley and Garcia.

PR&CC Progress Report 2009-2010 15

ABOUT THE PR LEAGUEThe PR League is the student-run organization for those enrolled in the NYU SCPS M.S. in Public Relations and Corporate Communication program. Our mission is to build “Connections, Conversation, and Credibility” through pro-fessional networking opportunities and social events that promote community and camaraderie among our peers. These include lectures and seminars with alumni and industry leaders, as well as our now traditional PR League Happy Hours, which help allay the stresses of exams and thesis project deadlines.

The League recently launched student-led committees focused on several practice-areas, including Events, Entertainment, and Nonprofit Communica-tion. The Student Publications committee hopes to launch an online newslet-ter and a new website to bring students information, exposure, and opportu-nities.

We are also building connections between PR&CC and important parts of the rich University community, such as the Wasserman Career Center and other NYU student organizations, to highlight PR&CC students’ contributions to NYU, and connect them to the people and power around them.

PR&CC alumna Elizabeth Ghormley represented all NYU SCPS students at the 2010 NYU Commencement at Yankee Stadium when she accepted the diploma on their behalf. She shared the podium with commencement speaker actor Alec Baldwin (seated right), NYU SCPS Dean Robert Lapiner (standing right), and other distin-guished guests.

Faculty Publications Provide Insights to PR Students and Professionals Worldwide“Having a good idea for a book is one thing, writing it is another, and getting a reputable publisher to buy it is quite another still.” —John Doorley, PR&CC academic director

The PR&CC faculty have authored four of the most notable books in the field of public relations.

Fraser Seitel’s book, The Practice of Public Relations, is in its 11th edition from Prentice Hall. It is used in hundreds of colleges and universities throughout the world and is one of the largest selling books ever on public relations.

Michael Morley’s first book, How to Manage Your Global Rep-

utation, from New York University Press, was recently followed by the introduction of The Global Corporate Brand Book from Palgrave Macmillan.

Reputation Manage-ment, by John Doorley and Helio Fred Garcia, was one of three books cited by PRWeek Career Guide as “must read-ing” for PR professionals. Just three years after publication by Routledge, Taylor & Francis Group, it will be introduced in a second edition in 2010.

The 2009 Executive Board was:

President Elizabeth Ghormley

Vice President Laura Berlin Zipfel

Treasurer Alika Mathur

Secretary Malika Harrison

SCPS Representative Susan Kok

The 2010 PR League officers are:

President Janet Chi-Chi Millaway

Vice President Irem Erdogan

Treasurer Stephanie Dressler

Secretary Raquel Brandim

Alumni Marianna Kosheleva

SCPS Representative Sondra Roberts

PR&CC PR League President for 2010-2011 Janet Chi-Chi Millaway

School of Continuing and Professional Studies

Marketing and Public Relations

NYU Midtown Center

11 West 42nd Street, Room 431

New York, NY 10036

www.scps.nyu.edu/PRCC

CONTACT OFFICE OF ADMISSIONSNew York University

School of Continuing and Professional StudiesOffice of Admissions

145 Fourth Avenue, 219BNew York, NY 10003

Web site: www.scps.nyu.eduE-mail: scps.gradadmissions@nyu.edu

Phone: (212) 998-7100

CONTACT GRADUATE PROGRAMNew York University

School of Continuing and Professional StudiesM.S. Degree in Public Relations and

Corporate Communication

11 W. 42nd St., Room 431New York, NY 10036

Web site: www.scps.nyu.edu/msprE-mail: scps.prcc@nyu.edu

Phone: (212) 992-3221

NYU SCPS PR&CC hosted the fourth annual Edelman New Media Academic Sum-mit in June 2010. Held at the NYU Law School, the event was co-sponsored by Syra-cuse University. Harvard, Yale and Georgetown universities hosted previous summits.

The 2010 New Media Aca-demic Summit convened more than 130 academic lead-ers from North America and

Europe from business, communications, journalism and public relations with expert practitioners to explore how digital me-

dia continues to transform communications and business. Aca-demic Director John Doorley, Adjunct Professor Laurel Hart and Clinical Assistant Professor Robert Noltenmeier represented NYU. Hart and Noltenmeier teach social media in the PR&CC program.

Panelists represented organizations at the vanguard of digital and social media, including Facebook, Mashable, Meetup, NBC, Pepsi, Pfizer, Research in Motion, and The Wall Street Journal.

The summit provided a forum for discussion about how digital media and other tools are changing the way companies, organi-zations and media develop strategies to engage all their stake-holders. Academics gained insights into the evolving commu-nications landscape that can be immediately incorporated into curricula and translated into new skills students need to pursue public relations and corporate communication careers.

RIchard Edelman, President and CEO, Edelman

PR&CC HOSTS 2010 EDELMAN PUBLIC RELATIONS NEW MEDIA ACADEMIC SUMMIT