Executive Q/A: ‘CCO’ Evangelist Hoog Preaches For More PR Credibility

Thomas W. Hoog, chairman of Hill & Knowlton USA and a member of the PR giant's Worldwide Executive Committee, is driving his car outside of Denver, talking about the
state of the public-relations profession. "We can't allow ourselves to be a commodity," says Hoog, who served as president-CEO of H&K USA from 1996-2001 and is past chair of
the Public Relation Society of America's (PRSA) Counselors Academy. Hoog, who will be the keynote speaker at the PR News Platinum PR Awards luncheon Oct. 17 at New York City's
Grand Hyatt Hotel, says the best way to avoid that is for PR pros to better demonstrate their value to senior managers. He's also been a vocal advocate for the need throughout
corporate America for the "chief communications officer (CCO)," what with the erosion in corporate trust and the rise of reputation management.