The Crux of the Story

As the Crux Celebrates its 100th episode, we sit down with three pros to discuss podcasts and the evolution of corporate communication. We look at the importance of technology and its many new uses to reach stakeholders. We discuss storytelling as an essential, enduring component of our work.

Pfizer’s Sally Susman joined “The Crux” to talk about her new book, “ “Breaking Through: Communicating to Open Minds, Move Hearts, and Change the World” chronicling the journey of vaccine development and offering guidance for other communicators. “I always thought the data would win the day. But it was the storytelling that won the day and not the storytelling of celebrities or rock stars or sports heroes or politicians so much as the storytelling of grandmas who got to see their grandkids, young college students who got to go back on campus. These kinds of very human, totally real stories told by loved ones, friends, neighbors, were very crucial to building consensus for the vaccine.” In addition to her experience surrounding vaccine development, Sally offers insights for communicators on clear writing, genuine and informed apologies, staying calm in crisis, and keeping a sense of humor throughout the journey. Tune it for more communication insights from one of the most important efforts during a worldwide crisis.

ChatGPT is a hot topic these days, often with more questions than answers. Dr. Wildman, professor of Philosophy, Theology, and Ethics at Boston University, and his “Data, Ethics, and Society” class put together the first-ever blueprint for the academic use of Chat GPT and similar AI models. The Generative AI Assistance (GAIA) Policy “stresses transparency, fairness, and obligations for both students and teachers.” In this episode, Wildman addresses the reality that AI generated language is not going away, but also explores ways to use the technology to increase skill sets without allowing it to damage an industry. Listen to a fascinating discussion of the ethical implications but also the far-reaching opportunities for this powerful technology.

As communicators, it is important to understand world events from multiple perspectives. The New Humanitarian partners with local news sources to get in-depth, long term coverage of significant events from the people directly impacted by the events including the recent earthquake in Syria and Turkey.

A discussion with Richard Bowman and David Boyle about their new book “Prompt: A Practical Guide to Brand Growth Using Chat GPT,” which offers tips and insights for communicators on how to use human creativity to curate effective content to boost your brand.

“We are not going to let one week in December define us.” Southwest Airlines’ chief administration and communications officer, Linda Rutherford, gives Mike and Gary a “behind the scenes” perspective on the challenges faced and on the ground strategies implemented during Southwest Airlines’ winter storm disruption. Decision-making “in the fog of battle” is tough, and Rutherford offers clear advice for communicators looking to manage a crisis through uncertainty with compassion and action.

As communicators are increasingly tasked with engaging all of their stakeholders, organizational listening becomes essential, whether in corporations or non-profits. Quinnipiac University strategic communication professor and senior research fellow at The Page Center, Katie Place explains her research on organizational listening and marginalized publics and how companies can engage all stakeholders in new ways, simply by taking the time to sit down and listen. Denise Sevick Bortree of the Arthur W. Page Center at Penn State highlights free training modules they have produced to equip communicators to be effective listeners. Denise also highlights the upcoming Page Center's Annual Awards for Integrity on February 22 at 7 p.m. EST, which will recognize three public communications leaders who have demonstrated the value of “truth well told.”

Nobel laureate, holocaust survivor, and former BU professor Elie Wiesel did not let his circumstances define him but used them in a positive way to make the world better. Today, one of his former students, Ingrid Anderson, continues his legacy at Boston University's Elie Wiesel Center for Jewish Studies. In this episode Anderson talks about the importance for business leaders to educate themselves on current cultural issues surrounding antisemitism, to positively impact both internal and external stakeholders.

What is PwC’s My+? What does governance mean in a communications context? How does communication function in one of the Big Four? In this episode, we are joined by PwC’s US and Mexico Communications Leader Megan DiSciullo. In her role, Megan is responsible for leading 170+ communications practitioners across a range of disciplines. Prior to joining PwC, Megan spent nearly nine years at Edelman in its business and social purpose practice. Tune in to hear about the lessons learned from PwC's reorganization change, what it's like to work remotely at PwC, and the company’s first DE&I Transparency Report.

What are the key takeaways in an investor relations course at Boston University College of Communications (BU COM) look like? What is an Account Supervisor at Prosek Partner's typical day like? Is an MBA required for communicators? In this episode, we welcome a panel of BU alums who are working in financial communications: Sarah Dasher, Lindsay Jablonski, and Shaye Spector. Professor Sarah Dasher is teaching investor relations at COM. She has over 15 years of experience in strategic communications, including serving as Cisco's global activations insights lead. Lindsay is a Prosek Partners Account Supervisor. She assists alternative asset management clients in the credit, hedge fund, and private equity industries with media relations and brand building. Shaye is an Assistant Account Executive at Prosek as well. She was the Editor-in-Chief of the BU COMmunicator during her time at BU. Listen in to learn how to develop business expertise, what to do when clients approach you for support, and how to keep up to date with the business world.