Since its spin-off of PayPal, eBay has played a key role in shaping public discussion on hot-button issues from the Confederate flag to anti-LGBT laws. And its CCO is helping to redefine the way consumers see the e-commerce marketplace -- both online and off.
Communicating myriad acquisitions, dealing with the safety issues of health outbreaks, and integrating Expedia's worldwide PR team is all in a day's work for Sarah Gavin, whose unified vision has helped transform the brand into a global travel powerhouse.
In a world where smaller entities compete with well-established holding companies, Mark Penn's new collaborative take on how firms can adapt today while better serving clients has more to offer than looking in the rear-view mirror.
In the high-stakes scene that is Las Vegas, Jan Jones Blackhurst is steering Caesars Entertainment through Chapter 11 restructuring and leveraging PR strategies to position the company as a leader in diversity and legalized online gambling.
After its 2014 recall crisis, GM's global head of comms has fine tuned the company's PR to better understand consumers.
After stints at blue-chip names such as MasterCard and GE, JetBlue's VP of communications is running the PR equivalent of air traffic control for the challenger brand.
After guiding Dell through a complex and climactic buyout, its VP of global comms is focused on creating scalable PR-led initiatives that will help shape the brand's future.
Royal Caribbean Cruises' CCO on everything from battling misperceptions to launching ships in global markets.
Walgreens Boots Alliance's global comms team works hand in hand to balance the complexities of a merger and create a unified strategy to inspire all stakeholders.
From evolving healthcare laws to social engagement, litigation crises to media relations, McKesson's PR chief is hands-on in efforts to enhance the brand's image.
As the Ice Bucket Challenge went viral, Carrie Munk, chief marcomms officer for the ALS Association, kept cool to lead PR around a seismic social media fundraising effort.
After the financial crisis, Wells Fargo's corporate comms leader is constantly sharpening the bank's reputation to win back the trust of consumers in the communities it serves.
From controlled explosions to a CEO transition, FM Global's head of PR and advertising leverages comms to safeguard the reputation of the company - and its clients.
Leveraging an 'engage-and-educate' approach when tackling issues, Bayer's SVP, head of comms, ensures transparency is at the heart of the legacy brand's messages.
Paying workers above minimum wage is just one way Walmart is trying to shed its negative image, says its EVP of corporate affairs. Leading a retail revolution is another.
As drone technology threatens to redefine the courier industry, FedEx's SVP of integrated marcomms delivers key strategies to further establish the brand's global reputation.
Tough Mudder's global head of comms runs the gauntlet every day as he tackles PR obstacles and opportunities to further expand the brand's footprint worldwide.
From virus outbreaks to crises in war zones to media training, Doctors Without Borders' comms director navigates complex terrain to ensure care for those in need.
A background in politics has inspired Nestlé's SVP, corporate comms director to focus the food and beverage company's PR efforts on key stakeholder engagement.
From product recall crises to community rewards initiatives, Kroger's group VP, corporate affairs, always produces fresh strategies that position the brand as authentic.