Susie Arons

Recently, I had the privilege of moderating the ‘Mind the Gap’ panel at the USC Kenneth Owler Smith Symposium, alongside communications leaders representing four generations in today’s workplace. Our conversation covered several of the most important issues facing the communications industry today – including the impact of AI, the changing media landscape and the role of business as a force for societal good. This is our moment to both mind and galvanize the gap. With Gen Zs, Millennials, Gen Xers and Boomers listening to and learning from each other, we have an unprecedented opportunity to make our work that much more interesting, insightful and impactful. It is no longer years on the resume that get you to the table but rather life experience, informed insights, and relevancy. The future of our industry truly depends on each of us doing our part to uplift and champion the generations behind and in front of us.    As the inimitable Fred Cook said, “The future of the PR industry depends upon how tomorrow’s leaders tackle today’s critical issues – and Gen Z seems equipped and eager to confront those challenges. If we educate and support them on this mission, our profession will be in good hands.” WATCH THE VIDEO for key takeaways: bit.ly/43QbA8C READ THE REPORT to learn more about issues facing our industry: bit.ly/3FLt7Vv USC Annenberg School for Communication and Journalism, Ron Antonette, Kelly McGinnis, Sona Iliffe-Moon, Bill Imada, Kyndall L. Echols, M.A.

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A CCO who can develop a crisis communication plan is worth $250,000 or more. But they’re capped by their ability to operationalize that plan. A CCO who can not only devise a plan but also build it, test it, and proactively manage media is worth 100 times that. Because they’re not paid for planning, but executing. In communications, operationalizing is more valuable than planning. If you want an operationalized crisis communication plan, join nearly 100 other subscribers of the Risk & Reputation Roadmap (link pinned in the comments). You’ll get my step-by-step guide for free.

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Mixing Board, powered by Axios conference yesterday was a masterclass in modern communications. It was part comms therapy session, part strategy lab, and part adrenaline rush for those of us who thrive in the chaos of a breaking story. A few standout takeaways from a packed agenda that left my brain buzzing and my comms heart full: Slow down to move fast. Real-time crisis simulations reinforced that calm is a communicator’s superpower. Taking a breath before the next move often determines whether you lead or react. And turn a crisis into a campaign. The Space Comms Playbook. The “women-in-space” storytelling session was a masterclass in orchestrating a macro story while choreographing individual narratives — webcast, video, astro-comms and all. A reminder that the best launches are about the people making it possible, not just the one funding it. Lauryn & Michael Bosstick on building beyond your lane. The most successful creators don’t just sell, they explain why it matters. Attention is the new currency, but authenticity is what makes it valuable. Podcasts are the new talk shows, and founders who can connect mission to meaning on the mic win long-term loyalty. (I am an OG of The Skinny Confidential Dear Media community, so I was beyond excited to hear from them.) AI and agility. From Grammarly to Lindsay McCallum Rémy @ OpenAI, communicators are harnessing AI to streamline workflows and pressure-test messaging but never at the cost of human judgment. It should make us smarter, not smaller. Comms leaders are the “emotional shock absorbers.” Jennifer Rankin Byrne comments hit hard, comms leaders often absorb, interpret, and manage an organization’s emotional undercurrent. We’re not just messengers, we’re meaning-makers.  My POV: This the unseen work and tax of our work. We have to be strong and clear minded in chaos. Pointing the direction forward and reminding everyone it will be fine… just trust me. Community is the new commerce. Allison Ellsworth reminded us that building authentic community isn’t a campaign, it’s a calling. The best brands move at the speed of culture and stay anchored in creativity and authenticity. Cristin Culver insightfully shared that in this attention economy, you can’t afford to play it too safe — don’t be afraid to be controversial. Standing out often means having a clear, bold point of view. And a huge shout-out to Eleanor Hawkins for curating such an insightful day and for her conversation with Dan Bartlett that perfectly captured where comms is headed next: more EQ, more courage, more clarity. Whether you’re in the trenches of crisis or mapping out a long-term brand story, the message was clear: Be proactive, be human, and walk toward the open doors.

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