As Twitter shifts under new leadership and platforms like TikTok continue to emerge, what is the state of social media for communicators? We spoke with Slma Shelbayah, chief marketing and communications officer at Yardstick Management, to gain her perspective on this evolving landscape.
Plus, learn how her seven-year tenure as a journalist at CNN helped laid a foundation for her role in the C-Suite, her strategic approach to helping clients achieve greater representation across diversity of thought and why she believes intentionality precedes everything.
LINKS
*Episode*
Referenced in this episode, Business Insider interview featuring Slma Shelbayah: https://www.businessinsider.com/communications-expert-on-the-impact-of-elon-musk-buying-twitter-2022-4
*Social Media*
https://twitter.com/iabc| https://www.linkedin.com/company/iabc/| https://www.facebook.com/IABCWorld | https://www.youtube.com/user/IABClive| https://www.instagram.com/iabcgram/
*IABC Websites*
https://www.iabc.com/| https://catalyst.iabc.com/

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34 – Slma Shelbayah on the State of Social Media, Why ‘Intentionality Precedes Everything’

If you search ESG on Google, you’ll get about 436 million search results. The term (environmental social governance), while not new, has been gaining traction in recent years. We spoke with Kamyar Naficy, who’s been following this business framework for the better part of two decades. In this episode, he helps us unpack what ESG really means, opportunities for business communicators to lead the conversation, ways companies can strategically find their purpose within ESG and more.
Naficy contributed to the Trend Watch paper on ESG, which can be read online here: https://catalyst.iabc.com/Articles/esg-communicating-the-greater-good
LINKS
*Episode*
https://catalyst.iabc.com/Articles/esg-communicating-the-greater-good
*Social Media*
https://twitter.com/iabc| https://www.linkedin.com/company/iabc/| https://www.facebook.com/IABCWorld | https://www.youtube.com/user/IABClive| https://www.instagram.com/iabcgram/
*IABC Websites*
https://www.iabc.com/| https://catalyst.iabc.com/

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33 – Unpacking ESG With Kamyar Naficy

Stephanie Speck has had a fascinating career, working in more than 23 countries across the world. While she was a soprano diva early in her career, Speck soon shifted gears and became a first responder during the Indian Ocean tsunami in 2004. Her passion for development work in change communication and crisis response took flight.
She has since built her career working on some of the world’s most complex issues, including advocacy initiatives for the United Nations Office for Disaster Risk Reduction during the COVID-19 pandemic.
Tune in to learn more about Speck’s deep curiosity, the insights she’s gained and where she believes communicators can make the biggest difference when solving today’s most pressing challenges.

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32 – Stephanie Speck on Deep Curiosity and Facing the World’s Most Complex Issues

This episode of PodCatalyst is republished as an encore of the April 2022 interview featuring Dr. Lilian Ajayi-Ore. Revisit the episode in anticipation of Dr. Lilian's upcoming, three-part webinar series on digital acumen for business communicators. Learn more and register for the webinar series. 
Dr. Lilian Ajayi-Ore has had a rich, remarkable career that spans work with the United Nations, the creation of the award-winning Global Connections for Women Foundation (GC4W), teaching the next generation of communicators at Columbia and NYU, and so much more.
In this episode of PodCatalyst, IABC Executive Director Peter Finn sits down with Dr. Lilian, who hosted the IABC World Conference 2022 digital communications strategy masterclass, “Six ways to sharpen your digital acumen with leading digital marketing executive and data scientist.”
Tune in to get Dr. Lilian’s perspective on the latest trends in digital communications, her advice for aspiring solopreneurs, her observations from the classroom, how GC4W blossomed from a Twitter account and more.
More From Dr. Lilian
· “Why You Need to Prioritize Direct-To-Consumer Strategies" (Entrepreneur)
· Designing Your Desired Future Self (TEDx American University of Paris)

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Encore: Digital Marketing With Dr. Lilian Ajayi-Ore, Columbia University, NYU

Charlene SanJenko is a two-time Founder, Impact Producer, and Modern-Day Medicine Woman — and media is her medicine. She’s taken her background in impact investing and applied it to advertising, asking the question “What if we brokered impact media deals like we do any other business deal?” In other words, how can advertising dollars shift toward more progressive goals that do good for society?
Tune in as she sits down with IABC Executive Director Peter Finn to discuss her company, reGEN media, the role communicators can play in regenerative media and more.
As part of her work, SanJenko is conducting market research through the “50 Fabulous Brands” campaign. Learn how some brands are shifting into a more progressive advertising space and where others can help fill in the gap when it comes to impact advertising.
Learn more about Charlene and what sparked this campaign in the Catalyst article, “Walk the Walk and Talk the Talk — Will Your Brand Shift-to-Lift?”
||
LINKS
*Episode*
https://catalyst.iabc.com/Articles/walk-the-walk-and-talk-the-talk-will-your-brand-shift-to-lift | https://www.regenimpactmedia.com/50-fab-brands/ 
*Social Media*
https://twitter.com/iabc| https://www.linkedin.com/company/iabc/| https://www.facebook.com/IABCWorld | https://www.youtube.com/user/IABClive| https://www.instagram.com/iabcgram/
*IABC Websites*
https://www.iabc.com/| https://catalyst.iabc.com/

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31 – Charlene SanJenko on Brands That Shift to Lift

EDITOR’S NOTE: This episode briefly discusses how companies might respond in the wake of Roe v. Wade being overturned, and was recorded prior the U.S. Supreme Court’s decision to do so on June 24.
According to the USC Center for Public Relation’s 2022 Global Communication Report, “The Future of Corporate Activism,” 85% of PR professionals believe business can play a meaningful role in addressing the polarization that’s being experienced today.
IABC Executive Director Peter Finn sat down with Fred Cook, chair emeritus at Golin and director for the USC Center for Public Relations, to dive into this report. Tune in to learn more about what opportunities this affords communicators, Cook’s observations of the next generation based on his work at USC, strategies to meaningfully engage in corporate activism, companies that are setting the standard and more.
Access the report online here: https://annenberg.usc.edu/research/center-public-relations/global-communication-report
||
LINKS
*Episode*
https://annenberg.usc.edu/research/center-public-relations/global-communication-report
*Social Media*
https://twitter.com/iabc| https://www.linkedin.com/company/iabc/| https://www.facebook.com/IABCWorld | https://www.youtube.com/user/IABClive| https://www.instagram.com/iabcgram/
*IABC Websites*
https://www.iabc.com/| https://catalyst.iabc.com/

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30 – Polarization and Corporate Activism With Fred Cook (Golin, USC Annenberg)

Holograms: a technology that was once a plot device in sci-fi movies is now more commonplace in business communications than the average person might think.
In this episode of PodCatalyst, IABC Executive Director Peter Finn sits down with Ziena Jalil and Natasha Meleisea, who are intimately familiar with using this emerging technology. Tune in for a preview of their World Conference session, “Connecting Via Technology to Address Covid, Climate Change and Conflict,” and learn how people across New Zealand and the Pacific came together via hologram at the height of the pandemic to strengthen their communities. Plus, get Ziena and Natasha’s insights on what the future of this technology holds for communicators.
IABC World Conference 2022 takes place 26-29 June. Register today to be a part of it in New York, New York!
||
LINKS
*Episode*
https://www.iabc.com/| https://catalyst.iabc.com/ | https://wc.iabc.com/
*Social Media*
https://twitter.com/iabc| https://www.linkedin.com/company/iabc/| https://www.facebook.com/IABCWorld | https://www.youtube.com/user/IABClive| https://www.instagram.com/iabcgram/
*IABC Websites*
https://www.iabc.com/| https://catalyst.iabc.com/

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29 – The Reality of Holograms With Ziena Jalil and Natasha Meleisea, World Conference 2022 Panelists

The birth of the metaverse is offering communicators a new space to explore. What is there to look forward to? How can we prepare ourselves and our organizations? Do we all need VR headsets at our desks? These are some of the questions Jo Eyre will answer in her World Conference 2022 session, “The Communicator’s Guide to the Metaverse,” on Tuesday 28 June.
IABC Executive Director Peter Finn sat down with Jo for a preview of her session. Tune in to hear how she came to explore this emerging platform, ethical considerations for the metaverse, how to avoid shiny object syndrome and more.
IABC World Conference 2022 takes place 26-29 June. Register today to be a part of it in New York, New York!
||
LINKS
*Episode*
https://www.iabc.com/| https://catalyst.iabc.com/ | https://wc.iabc.com/ 
*Social Media*
https://twitter.com/iabc| https://www.linkedin.com/company/iabc/| https://www.facebook.com/IABCWorld | https://www.youtube.com/user/IABClive| https://www.instagram.com/iabcgram/
*IABC Websites*
https://www.iabc.com/| https://catalyst.iabc.com/

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28 – Exploring the Metaverse With Jo Eyre

Oscar Suris got his start in journalism, including time as a staff writer for The Wall Street Journal, and eventually transitioned to corporate communications. Over the course of 20 years, he has counseled like State Farm and Goodyear, and served in senior leadership roles at Ford Motor Company and an executive role at Wells Fargo. Today, he is the president of Edelman New York.
IABC Executive Director Peter Finn sat down with Suris to learn more about his career path, from how journalism laid a foundation for communications, to the ways in which he navigated crises in the auto industry and started his career at Wells Fargo on the heels of the housing market crash.
Tune in to learn from Suris’s storied career, plus his insights on societal acumen, the power of curiosity, the latest from the Edelman Trust Barometer and more.
Looking for more insights from Edelman? Lisa Osborne Ross, chief executive officer of Edelman U.S. will be a keynote speaker at the IABC World Conference 2022. The event returns in person in New York City, 26-29 June. Secure your spot and register today!
||
LINKS
https://www.iabc.com/| https://catalyst.iabc.com/ | https://wc.iabc.com/ | https://www.edelman.com/trust/2022-trust-barometer
*Social Media*
https://twitter.com/iabc| https://www.linkedin.com/company/iabc/| https://www.facebook.com/IABCWorld | https://www.youtube.com/user/IABClive| https://www.instagram.com/iabcgram/
*IABC Websites*
https://www.iabc.com/| https://catalyst.iabc.com/

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27 – Sharpening Your Societal Acumen With Oscar Suris, Edelman New York

Dr. Lilian Ajayi-Ore has had a rich, remarkable career that spans work with the United Nations, the creation of the award-winning Global Connections for Women Foundation (GC4W), teaching the next generation of communicators at Columbia and NYU, and so much more.
In this episode of PodCatalyst, IABC Executive Director Peter Finn sits down with Dr. Lilian, who will host the World Conference 2022 digital communications strategy masterclass, “Six ways to sharpen your digital acumen with leading digital marketing executive and data scientist.”
Tune in to get Dr. Lilian’s perspective on the latest trends in digital communications, her advice for aspiring solopreneurs, her observations from the classroom, how GC4W blossomed from a Twitter account and more.
The IABC World Conference 2022 takes place in New York City. Secure your spot and register today!
|| 
LINKS
*Episode*
https://www.iabc.com/| https://catalyst.iabc.com/ | https://wc.iabc.com/ | “Why You Need to Prioritize Direct-To-Consumer Strategies" | Designing Your Desired Future Self
*Social Media*
https://twitter.com/iabc| https://www.linkedin.com/company/iabc/| https://www.facebook.com/IABCWorld | https://www.youtube.com/user/IABClive| https://www.instagram.com/iabcgram/
*IABC Websites*
https://www.iabc.com/| https://catalyst.iabc.com/

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26 – Digital Marketing With Dr. Lilian Ajayi-Ore, Columbia University, NYU

Frank Shaw started his career in the Marines, with aspirations to be a pilot. After a series of changes, he found himself at the intersection of communication and tech. Today he serves as the corporate vice president of communications at Microsoft and will be the opening keynote at the IABC World Conference 2022.
Tune in to learn more about this fascinating career journey, plus Frank’s thoughts on the power of authenticity, trends he’s seeing in the tech space, his advice for the next generation of communicators, how his team at Microsoft chooses to speak on social issues and more.
||
LINKS
*Episode*
https://www.iabc.com/| https://catalyst.iabc.com/ | https://wc.iabc.com/
*Social Media*
https://twitter.com/iabc| https://www.linkedin.com/company/iabc/| https://www.facebook.com/IABCWorld | https://www.youtube.com/user/IABClive| https://www.instagram.com/iabcgram/
*IABC Websites*
https://www.iabc.com/| https://catalyst.iabc.com/

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25 – Microsoft’s Frank Shaw on the Intersection of Communication and Tech

ABOUT THE EPISODE
In the latest episode of PodCatalyst, IABC Executive Director Peter Finn dives into the Gallagher’s State of the Sector 2022 report with Chris Lee, vice president of communications for Gallagher’s employee communication and experience practice.
Listen to this episode to learn more about:

 Key takeaways and insights from this year’s report, including how a full year of working within the era of COVID-19 impacted findings compared to years past
 Communicators’ top challenges (disengaged employees) and top priorities (engaging teams around purpose and strategy) for 2022, and the opportunity that leaves communicators
  The shift to rewarding employees based on outcomes rather than optics, and how that be an antidote to the effects of Great Resignation
  The value of communicators’ achieving strategic adviser status by building relationships with senior leaders

Last year, PodCatalyst featured Gallagher’s Ben Reynolds to discuss the State of the Sector 2021 report. Listen to that episode here.
||
LINKS
*Episode*
https://www.iabc.com/| https://catalyst.iabc.com/ | https://catalyst.iabc.com/Podcasts/Podcasts-Article/podcatalyst-episode-4-gallaghers-state-of-the-sector-report| https://www.ajg.com/employeeexperience/state-of-the-sector-2022/
*Social Media*
https://twitter.com/iabc| https://www.linkedin.com/company/iabc/| https://www.facebook.com/IABCWorld | https://www.youtube.com/user/IABClive| https://www.instagram.com/iabcgram/
*IABC Websites*
https://www.iabc.com/| https://catalyst.iabc.com/ | https://wc.iabc.com/
||

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24 – Chris Lee on Gallagher’s State of the Sector 2022 Report

ABOUT THE EPISODE
In the latest episode of PodCatalyst, IABC Executive Director Peter Finn sat down with Zora Artis, CEO of Artis Advisory cofounder of The Alignment People and chair of the IABC World Conference 2022 Program Advisory Committee (PAC).
Listen to this episode to learn more about:

 The thought process and longevity behind this year’s conference theme, “Communication can _______”
 What’s new at this year’s event, including a strategic advisor forum and a digital acumen masterclasses
  The design-sprint workshop, Catalyst for Climate, which dives into how communication can be an advocate for change
  The vision for future IABC World Conferences

The IABC World Conference 2022 takes place in New York, 26-29 June. Learn more and register today.
||
LINKS
*Episode*
https://www.iabc.com/| https://catalyst.iabc.com/ | https://wc.iabc.com/ | https://wc.iabc.com/attend/conference-registration 
*Social Media*
https://twitter.com/iabc| https://www.linkedin.com/company/iabc/| https://www.facebook.com/IABCWorld | https://www.youtube.com/user/IABClive| https://www.instagram.com/iabcgram/
*IABC Websites*
https://www.iabc.com/| https://catalyst.iabc.com/

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23 – A Closer Look at World Conference 2022 With Zora Artis

ABOUT THE EPISODE
In the latest episode of PodCatalyst, IABC Executive Director Peter Finn sat down with David Albritton, who has had an interesting and varied career path, from being in the Navy to working for Amazon Web Services and now leading Nineteen88 Strategies, an executive coaching business.
Listen to this episode to learn more about:

 Lessons David carried with him as he transitioned from the Navy to civilian life, including "developing a fearlessness" in your career
 Best practices for gaining new clients for a consulting business
  The value of mentorship and how to make the most of such a relationship

||
LINKS
*Episode*
https://www.iabc.com/| https://catalyst.iabc.com/ | https://www.1988strategies.com/
*Social Media*
https://twitter.com/iabc| https://www.linkedin.com/company/iabc/| https://www.facebook.com/IABCWorld | https://www.youtube.com/user/IABClive| https://www.instagram.com/iabcgram/
*IABC Websites*
https://www.iabc.com/| https://catalyst.iabc.com/

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22 – Executive Coaching and Consulting With David Albritton

ABOUT THE EPISODE
In the latest episode of PodCatalyst, IABC Executive Director Peter Finn sat down with Roger Bolton, who has had a remarkable, varied and successful career — from his early days serving under President George H.W. Bush, to roles at IBM and Aetna, and now as president of the Arthur W. Page Society (Page).
Listen to this episode to learn more about:

 How Roger became more than “just a PR guy” in his role at Aetna, earning the trust of the CEO and leading a massive culture change that helped the company turn the corner in physician acceptance
 Current projects in the works at Page, from research and thought leadership to meaningful DEI efforts
  Advice for communicators looking to take their career to the executive level
  Insights as to how communicators are increasingly becoming senior strategic partners

||
LINKS
*Episode*
https://www.iabc.com/| https://catalyst.iabc.com/ | https://page.org/ | https://catalyst.iabc.com/Podcasts/Podcasts-Article/podcatalyst-episode-21-pages-roger-bolton-and-the-influence-of-the-communicator 
*Social Media*
https://twitter.com/iabc| https://www.linkedin.com/company/iabc/| https://www.facebook.com/IABCWorld | https://www.youtube.com/user/IABClive| https://www.instagram.com/iabcgram/
*IABC Websites*
https://www.iabc.com/| https://catalyst.iabc.com/

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21 – Page’s Roger Bolton and the Influence of the Communicator

ABOUT THE EPISODE
In this episode of PodCatalyst, IABC Executive Director Peter Finn sits down with CNN’s Fuzz Hogan, who currently serves as senior editor for The Row. Hogan discusses his career history with CNN and his commitment to ensuring stories meet high standards of storytelling, clarity, accuracy, quality, fairness and balance.
Listen to this episode to hear more about:

 The risks and rewards of publishing and engaging with audiences in real-time
 Best practices for communication strategists and media representatives
  Examples and strategies for maintaining ethical standards
  The greatest opportunities on the horizon for communicators

||
LINKS
*Episode*
https://www.iabc.com/| https://catalyst.iabc.com/ | https://twitter.com/fuzzhogan | https://catalyst.iabc.com/Podcasts| https://catalyst.iabc.com/Podcasts/Podcasts-Article/podcatalyst-episode-19-business-communication-ethics
*Social Media*
https://twitter.com/iabc| https://www.linkedin.com/company/iabc/| https://www.facebook.com/IABCWorld | https://www.youtube.com/user/IABClive| https://www.instagram.com/iabcgram/
*IABC Websites*
https://www.iabc.com/| https://catalyst.iabc.com/

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20 – Journalistic Standards and Ethics With CNN’s Fuzz Hogan

ABOUT THE EPISODE
In this episode of PodCatalyst, IABC Executive Director Peter Finn sits down with Barbara Puffer, MA, ABC, IABC Fellow. Puffer is a contributing author in IABC’s recently launched book, “The IABC Guide for Practical Business Communication: A Global Standard Primer.” Puffer’s chapter explores the role of ethics in business communication.
Listen to this episode to hear more about:

 The communicator’s responsibility to uphold ethics
 Foundational beliefs and skills communicators need for ethical business communication
  Future ethical communication challenges on the horizon and the tools available

"The IABC Guide for Practical Business Communication” is now available for purchase worldwide. Click here to preview the first chapter and purchase your copy.
||
LINKS
*Episode*
https://www.iabc.com/| https://catalyst.iabc.com/ | https://catalyst.iabc.com/Business-Acumen/Business-Acumen-Article/read-chapter-1-of-the-iabc-guide-for-practical-business-communication
*Social Media*
https://twitter.com/iabc| https://www.linkedin.com/company/iabc/| https://www.facebook.com/IABCWorld | https://www.youtube.com/user/IABClive| https://www.instagram.com/iabcgram/
*IABC Websites*
https://www.iabc.com/| https://catalyst.iabc.com/

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19 – Business Communication Ethics

ABOUT THE EPISODE
In this episode of PodCatalyst, IABC Executive Director Peter Finn sits down with Mark Schumann, ABC, IABC Fellow. Schumann, a past IABC IEB Chair, is a contributing author for IABC’s recently launched book, “The IABC Guide for Practical Business Communication: A Global Standard Primer.” Schumann’s chapter explores how communication skills can articulate brand value to establish and sustain consumer confidence.
Listen to this episode to hear more about:

 What it takes to create brand confidence
 Making brands stand out via courageous leadership
  Managing the socialization of a brand
  How this new book is a picture of the value of the communication profession

Plus, Schumann shares how New York City — home to the IABC World Conference 2022 — has gotten its branding right while emerging from the pandemic.
"The IABC Guide for Practical Business Communication” is now available for purchase worldwide. Click here to preview the first chapter and purchase your copy.
||
LINKS
*Episode*
https://www.iabc.com/| https://catalyst.iabc.com/ | https://catalyst.iabc.com/Business-Acumen/Business-Acumen-Article/read-chapter-1-of-the-iabc-guide-for-practical-business-communication|
*Social Media*
https://twitter.com/iabc| https://www.linkedin.com/company/iabc/| https://www.facebook.com/IABCWorld | https://www.youtube.com/user/IABClive| https://www.instagram.com/iabcgram/
*IABC Websites*
https://www.iabc.com/| https://catalyst.iabc.com/

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18 – Branding With Confidence

ABOUT THE EPISODE
In this episode of PodCatalyst, IABC Executive Director Peter Finn sits down with Cary Bainbridge, chief marketing officer for the facility management provider ABM. In 2021, Bainbridge and her team received Gold Quill Awards for their campaign, ABM EnhancedClean. The campaign was designed in partnership with infectious disease experts to instill consumer confidence throughout the pandemic, and it involved collaboration across teams within the ABM space.
Listen to this episode to hear more about:

 Establishing confidence in a time when there is so much conflicting information
 The necessity of a culture of collaboration
  The value communications brings across functions to teammates and clients alike
  Advice for communication professionals planning to submit to the Gold Quill Awards (hint: measurement, specificity and clarity are key contributors to an award-winning campaign)

The 2022 Gold Quill Awards program is now open! For details about how to enter, visit the Gold Quill website. The early-bird submission deadline is 9 January 2022. Looking for inspiration? Check out the Gold Quill section of Catalyst to review case studies and best practices from past recipients.
||
LINKS
*Episode*
https://www.iabc.com/| https://catalyst.iabc.com/ | https://gq.iabc.com/ | https://catalyst.iabc.com/Gold-Quill
*Social Media*
https://twitter.com/iabc| https://www.linkedin.com/company/iabc/| https://www.facebook.com/IABCWorld | https://www.youtube.com/user/IABClive| https://www.instagram.com/iabcgram/
*IABC Websites*
https://www.iabc.com/| https://catalyst.iabc.com/

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17 – ABM EnhancedClean: A Gold Quill Award-Winning Campaign

ABOUT THE EPISODE
In this episode of PodCatalyst, IABC Executive Director Peter Finn sits down with communications consultant Liz Roch. With more than 20 years of experience in communications, including her time at United Airlines and Walgreens, Roch is passionate about finding the right mix between partnership, strategy, message and tools to support change, create active involvement, generate understanding and build commitment to the course a company and its leaders are charting.
Listen to this episode to hear more about:

 A career that spans corporations and consulting
 Insights about the biggest challenges communicators face today
  How communicators “connect the dots” across an organization
  Advice for communicators who are just starting out in the industry
  How communication professionals can advocate for themselves and the profession

||
LINKS
*Episode*
https://www.iabc.com/| https://catalyst.iabc.com/
*Social Media*
https://twitter.com/iabc| https://www.linkedin.com/company/iabc/| https://www.facebook.com/IABCWorld | https://www.youtube.com/user/IABClive| https://www.instagram.com/iabcgram/
*IABC Websites*
https://www.iabc.com/| https://catalyst.iabc.com/

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PodCatalyst: The Official Podcast of IABC

PodCatalyst: The Official Podcast of IABC

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