2014 Rising PR Stars: Nick Goodwin

Nick Goodwin, Group Manager, Weber Shandwick 

Nick is a natural born troubleshooter. When problems arise with clients — particularly in social media channels — Nick is the go to first responder. He is a reliable resource on strategy, execution, and follow-through. Rising fast through the ranks, from intern to Group Manager of the Corporate Issues and Crisis Management Practice, Nick has become integral to the agency’s role as a crisis leader in the digital age.

Honey Maid took a bold approach with its “This is Wholesome” campaign, focusing on the changing face of both the cereal and the average American family while demonstrating how both have retained their wholesome qualities. The campaign featured parents from diverse backgrounds, none of whom fit into the usual advertising archetypes: same-sex couples, mixed race families, a single dad, and a pair of tattooed punk rock parents. Nick led war room activities — the company expected negative backlash for redefining the American family — that ensured the company’s branded pages stayed on message, developed a response playbook featuring tactics and messaging, and prepared executives for interviews with outlets like USA Today. As a result of Nick’s work, negative response was only 10 percent, which was far lower than anticipated. Just two weeks after the campaign launch, there was overwhelming support with 14 million social impressions, 35,000 social engagements, and 68.9 million PR impressions.