Craig Carroll, Ph.D., School of Journalism and Mass Communications, University of North Carolina at Chapel Hill
With his commitment to excellence and thought leadership, Dr. Craig Carroll is a shining example of a superior public relations educator. In his introductory class at UNC
Chapel Hill, Dr. Carroll leverages cutting-edge practices in the industry and educational technologies--all in support of students learning about the public relations profession
from concept to program execution. His success is manifested in the high ratio of students' placement in summer jobs and internships in PR.
Achievement Highlights
A native of Nashville, Tenn., Carroll, who previously taught at USC's Annenberg School of Journalism, has spearheaded a number of efforts that have catapulted him to the
forefront of his profession. One such example: He developed a Friday Speakers Series to which PR professionals were invited as "visiting professors" for the day to speak to entry-
level students. Speakers included such industry luminaries as Kirk Stewart, VP of APCO, and Katie Paine, president and founder of KDPaine & Partners.
Class Time
"I integrate teaching and research in ways that gives students the confidence and commitment to prepare them for whichever direction they decide to go," says Dr. Carroll. "My
approach fuses the values of social science with entrepreneurship, advocacy and social justice." The results of his teaching speak for themselves: Two former students are pursuing
PhD programs in public relations; and his teaching and research programs at UNC have raised over $500K in research funding.
Tackling Hurdles
"The biggest challenges thus far have been of two types: The first has been to get students who enter PR because 'they like people' to embrace data and metrics. This includes
helping them overcome their fear of numbers, adopting a sense of social science objectivity and establishing a sense of self-efficacy and confidence in conducting and interpreting
research. And the second has been to build understanding and respect across campus and industry for the field of PR."
Leslie Gaines-Ross, Chief Reputation Strategist, Weber Shandwick
Gaines-Ross' research expertise in the area of reputation management has made her an industry leader. Last year she put her skills to good use for a Weber Shandwick program
developed at the Harvard Business School, which focused on the dynamics of the client-agency relationship. The premise was to give students a clear understanding of the leadership
issues affecting public relations firms. Among the bigwigs interviewed for the project was Harris Diamond, CEO of Weber Shandwick, along with other senior agency executives.
Thanks to Gaines-Ross' involvement, Weber Shandwick gained excellent visibility; the program also elevated awareness of public relations functions for up-and-coming business
executives.
Reputation Stumble
Gaines-Ross' innovation and prescient eye have led her to pinpoint business trends. For instance, when she published her second book, Corporate Reputation: 12 Steps to
Safeguarding and Recovering Reputation, Gaines-Ross created a new trend dubbed by Weber Shandwick as "the stumble rate." This moniker refers to the fact that 52% of America's No.
1 most-admired companies in their respective industries lost their status over a five-year period (2002-2007). Gaines-Ross stresses the importance of reputation recovery
preparedness, since companies that lead their industry today have a less-than 50-50 chance of being the most admired five years from now.
In Demand
With her formidable body of knowledge and lofty industry standing, Gaines-Ross is frequently called upon to speak at conferences, such as the Forbes Executive Women's
Forum and the IABC & Cision 2007 Research & Measurement Conference. Last year, she was honored by Ethisphere Magazine as one of 100 most influential people in
business ethics. "I enjoy speaking about trends and shifts in the PR world and business world at large," says Gaines-Ross .
Lesson Learned
"If you have a great idea, don't let anyone stand in your way," says former Gaines-Ross. "Go for it. Be relentless."
Honorable Mentions
David Bartlett, Senior Vice President, Levick Strategic Communications
Whether executives are preparing for 60 Minutes, CNN or the BBC, Bartlett has helped them face the media in a cool and collected manner. As a former reporter and
spokesperson, he draws from decades of experience on both sides of the camera to ensure that a client's key messages are what comes across in an interview.
Liam D. Leduc Clarke, Vice President, APCO Worldwide
Clarke has designed and managed numerous philanthropic programs for APCO's Fortune 500 clients. He has also been heavily involved in APCO's "Trio" training program, which
focuses on expanding the client, project and financial management skills of the firm's mid- to senior-level managers.
Elizabeth K. Dougall, Assistant Professor, University of North Carolina at Chapel Hill
An award-winning educator, Dougall also provides training in crisis communication, media relations and issues management to organizations that range from Wachovia and Nortel to
the Orange County (NC) Health Department and the UNC School of Public Health. She also co-leads a five-year, $7 million social marketing campaign focused on Shaken Baby Syndrome.
Dr. David Ritchey, Professor, Ph.D., School of Communication, University of Akron
Training future practitioners in international public relations, Dr. Ritchey has made globalization a prime element for students to experience firsthand. On six separate
occasions, he has taken groups of students to England to study public relations, thereby enhancing their knowledge of the field.