Cindi Berger has been a driving force within the PR and communications industry for nearly three decades. As chairman, Berger oversees management of the firm’s client roster and is responsible for the vision and growth strategy of R&CPMK’s global network of agencies.
Led by Berger, R&CPMK’s clients include more than 500 of the most prominent and influential actors, musicians, producers, directors, content creators and athletes in the world. Berger has influenced some of the most groundbreaking campaigns in the industry and helped launch and manage the careers of many of the biggest names in entertainment, sports and media.
What would your advice be for a young person entering PR in 2020?
You have to be able to write well, listen carefully, be meticulously detailed, ask questions and be a sponge to learn from those around you.
How are the founding principles of PR relevant in today’s fast-moving and febrile comms environment?
Storytelling is a powerful part of the PR business. Don’t lie or embellish. The truth will always come out.
What role should the industry play in combating racial injustice?
It all starts with opportunity and equality. We should tap into the historically black colleges and universities (HBCUs) and offer internship and mentorship programs. The goal is to hire those who are passionate about what they want to do. We need to provide outlets and resources for people to share their stories. It’s not enough just to listen, we must all actively engage.
How can the entertainment industry survive the COVID-19 recession and prosper in the future?
This has certainly been the most challenging time. Throughout history, there have been pauses in the entertainment industry, but the business always bounces back. Continued prosperity will come through collaboration, hard work and creativity.
What keeps you excited about working in PR?
The creative process in building and executing a variety of campaigns.
How do you relax?
Usually I don’t. Except I have a SoulCycle bike in my house.
Favorite sports team?
The New York Yankees.
Coffee in the morning and Caymus wine in the evening.
The Chicks, The Beatles, Crosby, Stills & Nash and Counting Crows.
Which three people, living or dead, would you like to host at a dinner party?
Martin Luther King Jr., Golda Meir and Katharine Graham.