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Samantha Stark shared thisWhen a team comes to me wanting to build an AI agent, the first thing we determine is which workflow will make the biggest impact and be a realistic starting point. Then we break it down, dissect it, and rebuild it with reinvention of the work in mind. Half the time, what someone needs isn't an agent at all. It's an automation or other kind of process evolution. Knowing the difference saves so much precious time. Tomorrow I'm getting into all of this on the #DMShow with Deirdre Breakenridge and Martin Waxman, MCM, APR, drawing on what we've been learning building agents at Phyusion. Some of what we'll cover: -The difference between an automation and an agent, and why it matters -How to identify which workflows in your week are suited to one -The levels of autonomy, and why most teams should start lower than they think If you want a practical starting point, join us. Tomorrow, noon ET. Taking votes on the best work to hand off to an agent, if you're open to sharing. (RSVP link in the comments.)
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Samantha Stark shared thisJoined Mike Fernandez on The Crux of the Story podcast this week to talk about what it takes for communications leaders to drive the AI shift, and to move from experimentation to reinvention. A few trends discussed, in case you're working through any of this with your team: - The Ferrari (AI) is parked in the driveway. Many of us are driving it at five miles an hour. - The four stages of AI maturity, and why most comms teams are stuck somewhere between building and scaling - Why the friction between IT and domain experts is quietly shaping which AI tools get adopted, and which ones miss - What separates a prompted agent (the "smart intern") from a workflow agent (the "highly skilled junior team member"), and where multi-agent systems are headed - Synthetic audiences is an underused creative tool in PR right now - Why the metrics to watch are strategic and cultural - capability, job satisfaction, and the expansion of roles THANK YOU to Mike for the conversation. Link to listen: https://lnkd.in/g4zcfwgESamantha Stark shared thisON THE CRUX – What It Takes To Organize A Communications Team For A.I. Success What does it really take for communicators to lead in the AI revolution? We explore that question and more with Samantha Stark, Founder and Chief Strategist of Phyusion, which is helping communications teams integrate AI with clarity, intention, and operational impact. Sam brings more than 25 years of PR and integrated marketing leadership – from Endeavor’s 160over90 to Ketchum, Burson, Rubenstein Communications and Hunter PR. Today, through Phyusion, she helps enterprise organizations build AI agents, optimize workflows, and design governance structures that secure human judgment, ethics, and reputation. Named to PRWeek’s "AI 25", and a trusted educator and advisor to the Institute for Public Relations and Ragan Communications and PR Daily, Sam is known for her practical frameworks that demystify AI, workflow automation, and the cultural shifts required for teams to thrive. In this conversation, Sam breaks down: · Four stages of AI maturity – and her assessment of where most PR and communications teams are in their maturation; · How to build AI agents that act like “smart interns” or “highly skilled junior team members;” · The creative potential of generative AI; and · The capability she believes will define the next three years of AI in PR. Sam is a strategist, a builder, and a translator between technology and the craft of communication. If you’re a communicator, CCO, agency leader, or anyone navigating the future of our profession, this episode can be a helpful roadmap for your team’s AI journey. You can listen to the episode on: · Apple Podcasts · SoundCloud, and · Spotify. The podcast discusses what is at the heart of communication in all its forms and has had among its guests: top journalists, brand experts, photojournalists, documentary filmmakers, authors, market researchers, agency leaders, CMOs and CCOs. The podcast is produced by the Kennedy Greenhouse Studio at the University of South Carolina School of Journalism and Mass Communications. #AI #Communication #PublicRelations #Leadership #TheCruxOfTheStory #Phyusion #AIFuture https://lnkd.in/g4zcfwgE
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Samantha Stark reposted thisSamantha Stark reposted thisThis morning at the Institute for Public Relations Bridge Conference we heard Samantha Stark and Martin Waxman, share a genuinely useful roadmap for AI agents in communications. Core advice: don't just tinker with building an agent. Map a workflow first. Find something frequent, specific, measurable, and data-driven — then trace the real path: trigger, input, research, draft, approvals, publish, monitor. Who touches what? Where are the bottlenecks? That's where AI can actually help. From there, they offered a concise and clear autonomy ladder. Start at level zero — the AI drafts, nothing more. Move to recommending, then acting with approval, then acting with audits, then bounded autonomy. The rule: increase autonomy only as governance and confidence mature. (Pro tip: Most teams should stay in the middle of that ladder for a while.) They also named the current failure mode clearly: "Random Acts of AI." Individual dabbling with no shared prompts, no governance, no measurement. The cost isn't just inconsistency — it's growing cynicism about whether any of this works. The maturity model they closed with was useful. Exploring → Building → Scaling → Leading. Most comms teams are somewhere between the first two. The move from Building to Scaling requires organized data, formalized governance, and designated champions. Not a technology investment. An organizational one. Solid session. Practical, no hype. That's what IPR Bridge delivers (along with an amazing sense of community, comity and shared purpose.) 🤘🏼 👋🏼 Hat tip to Tina McCorkindale, and her incredibly capable team (Olivia K. Fajardo, M.A.Sarah Jackson Avery Ensing Rachel Beene Kelsi Manning Brittany Higginbotham)
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Samantha Stark shared thisRandom acts of AI. That's where a lot of teams are in their adoption right now. According to the latest Institute for Public Relations research, only 37% of organizations have communicated a change story around why AI matters. People are often experimenting on their own, without a shared goal or a way to measure what's working. And as AI agents go mainstream, it's only going to get more complicated (and more exciting). Instead of "write this draft," an agent chains together steps, makes decisions within a defined scope, and flags what needs your review. Think of the difference between handing someone one task at a time versus having a junior team member who understands the workflow. At the IPR Bridge Conference, Martin Waxman, MCM, APR and I are getting into the practical side of this shift. We'll walk through an AI Autonomy Ladder for increasing agent independence only as governance matures, demo automation in a real communications workflow, and talk through where human judgment stays essential: reputational risk, stakeholder relationships, ethical calls, strategic narrative. If your team is past the basics and trying to figure out what comes next, this is that conversation. March 18-19 | The University of North Carolina at Chapel Hill Details and registration: https://lnkd.in/eR_m39pU
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Samantha Stark shared thisA few weeks back, I spoke at Ragan's AI Horizons Conference, and the conversations are still with me. The best part of these events is connecting with other experts deep in the work of AI transformation, hearing their take on how the industry is shifting, and what recently gave them an 'aha' moment. My favorite example of this happened the night before, at the dinner with fellow advisors to the Ragan Communications and PR Daily's Center for AI Strategy. We played "Two Truths and a Hallucination" and then dove into a passionate debate: Will we see an AI CEO? My take: yes, for certain types of companies. 🤖 The next day, I was on the main stage leading AI Readiness Revealed, an interactive session built on the AI Readiness Framework we developed with Ragan. It looks at AI readiness as an ecosystem with eight interconnected dimensions that need balance for impact. A few highlights for me: • Charlene Li’s keynote reframed leadership in the AI era, tying every decision to purpose, risk, and measurable value. • Paul Gennaro, Michael Lamp, and Brenden Lee’s panel on Job Slayer or Superpower? looked at scaling AI responsibly. • Alex Sévigny, PhD, APR, FCPRS and Martin Waxman, MCM, APR went into detail on how to build agentic workflows. • Chris Gee demoed where agentic AI is now. Congrats to the Ragan team on another wonderful event. Thank you for the partnership and for being a catalyst as we all evolve: Diane Schwartz, Brian Pittman, Robbie Caploe, Alyssa Smith, Allison Carter. So let me ask you: Do you think we’ll see an AI CEO? If so, when, and in what kind of company?
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Samantha Stark reposted thisSamantha Stark reposted thisWhat does it actually take for communicators to drive AI adoption inside an organization? Our recent webinar featuring Paul Gennaro and Olivia K. Fajardo, M.A. explores insights from our new report, sponsored by New York Life Insurance Company, “The Communicator’s Role in Driving Generative AI Adoption.” The recording is now live. In this discussion, they cover: ✔️ 12 key research findings ✔️ The evolving role of communicators in AI adoption ✔️ Organizational challenges and barriers ✔️ Strategies for long-term transformation ▶️ Watch the recording: https://lnkd.in/gc9t7S2G
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Samantha Stark reposted thisThank you Institute for Public Relations. Today’s research on generative AI in communications confirms what many of us are seeing firsthand. Our experience in Corporate Communications at New York Life Insurance Company closely mirrors the findings. We’ve moved beyond isolated use cases and are deliberately working toward an AI-enabled reinvention of the Corporate Communications function. Our internal surveys align with IPR’s research: 78% of our team reports that AI is enabling them to take on one or more additional projects; 85% say they’re spending more time on strategic work; and 80% report higher engagement. For me, that’s the real story. AI isn’t just about speed. It’s about giving people back time, focus, and cognitive capacity — if leaders are willing to invest in training, governance, and new ways of working. As a profession, we have a finite window to master and coexist with AI. The moat protecting us is getting smaller each day — and the choices we make in the next 12 to 24 months will shape the future of our profession.Samantha Stark reposted thisI am so excited for this new AI Institute for Public Relations study that launched today focused on how AI is integrated into the overall workplace and then within the communication function. The report features interviews with 30+ CCOs and tech leaders, along with checklists, a case study from Jose Machado of Siemens, and a one-on-one with Frank X. Shaw. Thanks to Paul Gennaro and New York Life for their sponsorship and inspiration of how to approach AI in the workplace. And, finally, BIG kudos to Olivia K. Fajardo, M.A. for all her hard work on this report, along with the entire IPR team (especially Avery Ensing for her design skills!) Report is linked in comments.
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Samantha Stark shared thisWhat a wonderful surprise! Thank you to PRWeek for including me in the AI 25: Class of 2026 alongside so many people I respect. I'm honored. When I launched Phyusion in 2024, I was convinced AI would change how communications and content teams work. What I did not fully appreciate was how personal the change would feel up close, one team at a time. There is a moment I see often when starting to work with a team on AI transformation, frequently in a workshop, when you show people their actual workflows reinvented. It's the moment the theoretical becomes practical. Someone's eyes get big, they lean forward. They see how AI can elevate the work they care about. Then the real change starts. Over a few months, you watch confidence replace skepticism. Habits form. Quality rises, and most often, people are happier. A recent team more than a year into their work has 85% saying they have more time for strategic work and 80% reporting higher job satisfaction. That is the shift we're chasing. Congratulations to the full AI 25, Class of 2026 🙌: Deepak Agarwal, Jeff Beringer, Rob Bernstein, Dan Bird, Lindsey Held Bolton, Erik Carlson, Medha Chandorkar, Ephraim Cohen, Michael Connery, Antony Cousins, Justin D'Onofrio, Daniel Danker, Rob Davis, Andy Johnson, Adam Joseph, Lisa Kaplan, Zack Kass, Wasim K., Chad Latz, Jeff Mullins, Pat Nestor, Katie Huang Shin, Ben Verley, and @Alexandr Wang. Full article here: https://lnkd.in/eV45apDR
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Samantha Stark shared thisApplications are open for our Summer 2026 AInnovation Internship. If you know a student or early-career professional who wants hands-on experience with how AI is reshaping communications, please share this with them. Details ⬇️Samantha Stark shared thisWhat does an internship look like when AI is rewriting the rules of communications? At Phyusion, it looks like this... Our Summer 2026 Communications AInnovation Internship is now open for applications. This is a chance to work at the intersection of generative AI and strategic communications, building skills that will define the next era of our industry. What makes this experience different? - Real work, real impact: Contribute to client-adjacent projects (no busy work). Hands-on with AI: Learn responsible workflows, from prompt craft to human editing. - Mentorship that matters: Weekly 1:1s with leadership, clear goals, and feedback. - Portfolio-worthy outputs: Publishable content and a capstone project. - Program Snapshot: Term: May 27 to August 15, 2026 (12 weeks) Format: Hybrid (NYC) or fully remote Pay: $20/hour | 20 hrs/week Deadline: February 28, 2026 (rolling review after) For more details on the program, visit our blog here: https://lnkd.in/e5jYdA8i If you're passionate about communications, emerging tech, and creating work that matters, we'd love to hear from you. Apply by sending your resume and two writing samples to hello@phyusion.com with subject line: Summer 2026 Internship – [Your Name]
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Samantha Stark liked thisSamantha Stark liked thisLooking for a must-listen leadership podcast? Try Honeywell CEO Vimal Kapur's engaging conversation with Bloomberg's Barry Ritholtz on #MastersinBusiness. Their dialogue explored Honeywell's history and transformation, the forces changing the industry, and our strategic vision for the future -- splitting into three independent, industry-leading companies, the promise of moving from automation to autonomy, and how we are positioned to win in today's rapidly changing industrial economy. Looking forward to an exciting new chapter for Honeywell and Honeywell Aerospace Technologies Aerospace, beginning on June 29!
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Samantha Stark liked thisSamantha Stark liked thisWhat if imaging AI stopped trying to match the radiologist and started rendering disease in dimensions no human was ever able to see? Sean Khozin, MD, MPH (Chief Executive Officer at CEO Roundtable on Cancer and Project Data Sphere) joins Segmed's Bytes of Innovation to unpack the choice between workflow augmentation and something fundamentally different: imaging as a discovery instrument. From AutoRECIST to the Total Tumor Burden Index, from radiomics to the imaging phenome, this session sits at the intersection of clinical imaging, drug development, and regulatory strategy. Whether you're building imaging AI, designing oncology trials, or exploring imaging-derived biomarkers for drug discovery, this one's for you. June 18 | 9:00 AM PT Spots are open. Link on the first comment below. #BytesOfInnovation #HealthcareAI #Oncology #DrugDevelopment #PrecisionHealth #MedicalImaging #TeamSegmed
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Samantha Stark liked thisSamantha Stark liked thisExcited to share that I have joined Life 50, a private community within the World 50 Group network built for accomplished executives writing their Career 2.0 chapter. What drew me in was the quality of the people and the premise: that this chapter is not about slowing down, it is about doing the most intentional and ambitious work of your career. I am looking forward to the conversations and connections ahead. If you are in a similar chapter and curious about the community, I am happy to connect. #Life50 #World50 #Career2.0Event URL Find out more https://lnkd.in/gABKCpcU
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Samantha Stark liked thisSamantha Stark liked thisA few times a year, I get to do one of my favorite things. Pick up my in-laws at their United Airlines gate. George is 89. Louise turns 90 in August. They fly in three or four times a year, and getting them is something just I get to do. This weekend, they're here for our daughter Noa's bat mitzvah. Some moments you don't want to miss because they bring you pure joy and you want to hold on to that feeling as long as you can.
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Samantha Stark liked thisSamantha Stark liked thisI was diagnosed with stage 3 colon cancer in July 2017. I’ve been cancer-free since January 2018. I consider myself lucky. The fact is colorectal cancer is now the leading cause of cancer-related death for adults under age 50. Earlier this week, the Colorectal Cancer Alliance and PhRMA brought together leaders and partners across the DC area to talk about what more we can do as rates continue rising among younger adults. We're in a race against time and need to do more, especially in the Washington DC area. Thanks to Michael Sapienza and Adina Frazier for all you do. Link in comments to learn how you can do more to end this awful disease.
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Samantha Stark liked thisSamantha Stark liked thisGrowth happens in the moments when you are trusted to think bigger, take more ownership, and help shape ideas into real outcomes. I’m excited to share that I’ve been promoted to Senior Generative AI & Strategic Communications Associate at Phyusion. Over the past year, I’ve worked on projects that have pushed me to think more deeply about how generative AI is changing the way communications and marketing teams plan, create, adapt, and deliver value. Each project has deepened my understanding of how quickly the communications landscape is evolving, and how important it is for communicators to not only adapt to new technology, but help shape how it is used. I’m incredibly grateful to Samantha Stark for her mentorship, trust, and belief in me from the start. Working alongside her has challenged me to think more strategically, move with more confidence, and understand what it means to build something with both vision and purpose. I’m also grateful to Marie Wiltz and Martin Waxman, MCM, APR for their support, guidance, and perspective as I continue growing in this space. I’m proud to mark this milestone and excited for what comes next at Phyusion.
Experience & Education
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Phyusion
View Samantha’s full experience
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Licenses & Certifications
Volunteer Experience
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Executive Board Member
WE: Women of Endeavor
- 3 years 7 months
WE, Women of Endeavor, is an organization for women and allies of women with the mission to propel professional advancement and equity for women at Endeavor. "WE" centers on enacting skill-building focused learning & development and creating workplace opportunities for women globally, while uplifting the intersectional experiences of all women.
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Executive Board Member
We The Change
- 4 years
We The Change is 160over90's employee diversity and inclusion task force. Its mission is to evolve 160over90 into an agency where inclusivity, anti-racism, and social justice permeate the way we operate internally as well as the impact we create externally.
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Committee Co-Chair
Endeavor D&I Working Group
- 1 year 5 months
The Diversity and Inclusion Working Group is a collective of senior leaders of business units that work collectively and via sub-committees to identify key diversity priorities and develop performance indicators and lines of accountability to see them through within Endeavor.
Publications
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Generative AI is the creative colleague you’ve been waiting for
PR Daily
See publicationWrote this piece for PR Daily on using AI tools strategically in communications. While everyone focuses on efficiency, the real opportunity is using AI to push our thinking further and craft distinctive content. I share specific tools and techniques for integrating AI as a thought partner - from chain-of-thought prompting to directional stimulus - while emphasizing the critical role of human judgment in strategy and storytelling.
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Creativity Steps into The Future: Cannes Lions, AI, and the Evolution of Marketing
Little Black Book
See publicationIn this Little Black Book article I cover how the Cannes Lions 2023 signaled a turning point in the marketing industry due to the rise of Generative AI. The piece explores how AI is revolutionizing content creation, propelling The Creator Economy, and facilitating large-scale personalization. It also hits on our responsibilities around shaping the future given these disruptions.
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The Super Bowl's marketing evolution: beyond the spot
shots
See publicationI examine how companies have embraced strategies outside of traditional Super Bowl advertising and partnerships to gain attention and connect with audiences.
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Culture Eats Everything for Lunch
Little Black Book
See publicationI discuss trends at the Cannes Lions in 2022 and the growing need to focus on talent and agency culture in order to unlock an organization's full potential.
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Communications During Socioeconomic Change
O'Dwyer's Public Relations
See publicationHow communications during times of cultural and economic changes requires a new way of thinking about integration into consumers’ lifestyles through true value creation.
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2019 Communications Predictions
Capitol Communicator
See publicationAs we look ahead to 2019, I talk through four trends I expect to increase in prominence related to technology in communications, a shift in influencer marketing, and brands taking a stand.
Honors & Awards
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PRWeek AI 25, Class of 2026
PRWeek
Named to PRWeek's AI 25 Class of 2026, the annual list recognizing the 25 most influential people in communications technology making the biggest impact in AI. As Founder and Chief Strategist of Phyusion, I was recognized for building an AI-focused consultancy centered on adding new expertise to existing communications teams, developing adoption frameworks that empower employees, and partnering with clients to develop content strategies powered by generative AI. Fellow honorees include leaders…
Named to PRWeek's AI 25 Class of 2026, the annual list recognizing the 25 most influential people in communications technology making the biggest impact in AI. As Founder and Chief Strategist of Phyusion, I was recognized for building an AI-focused consultancy centered on adding new expertise to existing communications teams, developing adoption frameworks that empower employees, and partnering with clients to develop content strategies powered by generative AI. Fellow honorees include leaders from LinkedIn, OpenAI, Meta, Edelman Data & Intelligence, and Blackbird.AI.
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PR News 2022 Top Women in the Industry - Industry Innovators Category
PR News
Honors the women making an impact on the PR industry and their own organization, whether that's leading the brand out of a crisis, breaking into new markets, engaging a new audience, or mentoring other colleagues.
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Ragan's Top Women in Communications - Leader Category
Ragan and PR Daily
This award program honors an elite list of women who are advancing the communications industry, inspiring their coworkers and peers, and mentoring future generations of communications leaders.
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Platinum Adrian Award - Digital Marketing Innovation
Hospitality Sales & Marketing Association International
Curio Collection by Hilton in conjunction with i.d.e.a
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"Best of Digital" Talent List
FamousDC
List of top influencers shaping the DC digital creative scene
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In2 SABRE Award - Best Use of Innovative Channels, Corporate
The Holmes Report
Forging “One” Johnson Controls, Johnson Controls with Ketchum
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In2 SABRE Award - Best Use of Innovative Channels, Internal
The Holmes Report
Forging “One” Johnson Controls, Johnson Controls with Ketchum
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THOTH Award - Media Relations/Blogger Campaign
Public Relations Society of America, National Chapter
"Healthy Dad Blogger Campaign" with Anthem
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Silver Anvil, Award of Excellence - Marketing Consumer Services
Public Relations Society of America
"Healthy Dad Blogger Campaign" Anthem with Ketchum
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Bronze Anvil, Award of Commendation - Blogger Campaign
Public Relations Society of America
Anthem - "Healthy Dad Blogger Campaign"
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THOTH Award - Integrated Media Relations
Public Relations Society of America, National Chapter
The Hertz Corporation with Ketchum
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Silver Anvil - Marketing Consumer Products
Public Relations Society of America
"The New Hertz" - The Hertz Corporation with Ketchum
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Bronze Anvil, Award of Commendation - Media Relations/Consumer Products, Non-Packaged Goods
Public Relations Society of America
“The New Hertz,” The Hertz Corporation
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Gold SABRE - Corporate Reputation/Institutional Image
The Holmes Group
The Hertz Corporation. The Americas SABRE Awards recognize Superior Achievement in Branding and Reputation in campaigns in North and Latin America
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THOTH Award, Certificate of Excellence - Integrated Communications/Consumer
Public Relations Society of America, National Chapter
Presented to The Hershey Company with Ketchum for
"Hershey's Simple Pleasures Chocolates Summer of Sweet Independence"
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Silver Anvil - Integrated Communications/Consumer Products
PRSA
Hershey's Simple Pleasures® Chocolates Summer of Sweet Independence (TM)
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THOTH Award - Issues Management
Public Relations Society of America, National Chapter
"Hertz Hits the Road," The Hertz Corporation
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PR Week Honorable Mention - Crisis or Issues Management Campaign of the Year
PR Week
"Hertz Hits the Road," The Hertz Corporation
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Silver Anvil, Award of Excellence - Issues Management/Business
PRSA
"Hertz Hits the Road," The Hertz Corporation
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Adrian Award - Public Relations
Hospitality Sales & Marketing Association International
Baltimore Marriott Waterfront Hotel
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