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Content is one of the best tools in your toolkit to tell your brand story the way you’d want the press to write it, but the better you immerse yourself in the world and jargon of your or your client’s industry, the harder it is to draft content that is accessible and approachable for the general public. Abbott was facing just such a problem. It wanted to re-engage young adults with the prospect of getting LASIK surgery, a highly technical and FDA-regulated procedure. It turned to Weber Shandwick. Together, the companies navigated the challenges of un-complicating a nuanced and intimidating product and learned a lot along the way.

As you seek entry-level talent for your organization do you wonder what college students are learning and how it is priming them for PR careers? To inform you, the senior executive, about this we asked newly minted PR pros Farley Fitzgerald, communications manager, National Geographic Society, and Ariel Miller, account manager, INK PR, to share their thoughts. Their former professor, Dr. Julie Lellis, also provides insight on how good academic programs should shape our generation’s best communicators.

How does one become a next-generation CCO? Answering that question is the idea behind The New CCO Podcast, a series of conversations between CCOs from the Arthur W. Page Society. An advance copy of the series’ first podcast was made available to PRNews Pro. Below are some of its highlights.

How has a Trump presidency changed the way millennials think about helping to do good works for society? That issue was in the forefront of millennial panelists’ minds as they discussed the importance of brands doing social good. The millennials were given a platform when W2O Group hosted Firing Up Emerging Leaders (FUEL), Feb. 28 in New York City during Social Media Week.

How does a giant brand like Coca-Cola organize aspects of its communications? Like much of the work at The Coca-Cola Company, digital and social communications is a scale operation. Global Digital Communications and Social Media reports to Coca-Cola’s Public Affairs and Communications function (PAC). It is a lean group of nine based out of company center headquarters in Atlanta, supporting the editorial, social media and technology capabilities of in-market teams locally. An in-depth look at organization and how Coca-Cola has changed its social storytelling follows.

Change is a constant, and PR pros can learn how to manage themselves and their teams, with the right knowledge. The author begins a how-to series to provide the foundation of change management from a communicator’s perspective, with engagement at its core. The techniques explained will be immediately useful to you, your brand and organization.

The weekly roundup of news, trends and personnel moves in PR and communications. This week our stories include an account of the Arthur W. Page Center’s initial Integrity Awards, a new Instagram wrinkle and the elevation of Anne Cowan to CCO at CTAM, Natalie Kerris gets a new job and Andy Whitehouse of IBM departs.

This regular feature asks communicators to spot trends and discuss their reactions to them. In this edition we hear from Jason Bates, media communications manager, Intelsat. Bates discusses how Intelsat manages to communicate more than just its satellite technology but how its satellites improve the lives of millions of people on the ground.

Trust. To succeed at anything, we must earn trust and be accountable to demonstrate it to others, not just occasionally, but daily. No matter how the technology and job description of communications officers may change, our ability to create, build and maintain trust is the most important thing we do. As the world enters the fourth industrial revolution, we are embarking upon an era that fundamentally will change the way we live, work and communicate. Its scale and scope are unknown, but one thing is certain: We must take a thoughtful approach about how we manage communications to engender trust and preserve our organization’s reputation.

A weekly roundup of trends, news and personnel moves in the PR industry. This week’s stories include a strange time in Washington, D.C., an industry post for Mark Weiner and Ogilvy’s reorg begins on this side of the Atlantic.