Fred Cook, CEO, Golin: Power List 2016

2016 rank: 23

Fred Cook is widely recognized as an innovator in PR, never content with the status quo and always reimagining our industry.

As CEO of Golin, he has demonstrated this by implementing ambitious structural changes to optimally position his agency in the rapidly changing comms environment. He is always the first to point out that the PR profession has much room to grow — both in recognition of its key role in achieving organizational goals, and in importance compared to the ad industry.

Fred publicly urges communications people, young and old, to demonstrate more courage and creativity in their work. In his words: "PR needs more balls."

While maintaining his role at Golin, in August 2015 Fred joined the faculty of the University of Southern California’s Annenberg School as director of the USC Center for PR, where he works with colleagues and students to shape the future of comms and those who will lead it.

Within a few months, Fred has engaged a who’s-who-of-PR advisory board for the center. His innovative approach will ensure USC’s PR program will always be ahead of the curve.

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