In the 35^th episode of CultivatED Marketer – your go-to professional development podcast for marketing and communications professionals – hosts Brent Bowen and Matt Tidwell, PhD are joined by PR legend Fred Cook, former CEO of Golin and current director at the USC Annenberg Center for Public Relations. He offers invaluable insights into leadership qualities he experienced through his remarkable career, and shares his experiences, his transition from PR to academia, and his vision for the future of the industry.

This episode is a must-listen for communications and marketing professionals looking for fresh perspectives on leadership and continuous professional growth.

CultivatED Marketer Ep. 35 — “Unconventional” Is the Key to Professional Growth according to Fred Cook

Fred Cook’s journey is a testament to the value of diverse life experiences. Before ascending to the top of a leading PR firm, Fred’s unorthodox career path saw him working as a hotel doorman, teaching junior high school, and even starting a ride service for late-night revellers. These varied roles contributed significantly to his later success, as highlighted in his book, Improvise: Unconventional Career Advice from an Unlikely CEO. Fred emphasizes that real-world experiences cultivate creativity, courage, and confidence—crucial traits for anyone seeking career development in marketing and communications.

Leadership Lessons from Iconic CEOs

During his tenure as CEO of Golin, Cook worked with some of the most influential leaders, including Steve Jobs, Herb Kelleher, and Michael Eisner. Each had a distinct leadership style, yet shared common traits such as determination and risk-taking. Cook believes these qualities are vital for success and aims to instill them in his students, teaching them that leadership transcends personality and is rooted in relentless pursuit and resilience—insights that apply directly to professional development for communications professionals.

The Importance of Adaptability and Trust

Cook recounts his time working with international clients like Nintendo, highlighting the importance of persistence and adaptability. A pivotal moment came when, despite opposition, he successfully convinced Nintendo’s president to implement a marketing strategy that shaped their relationship for decades. This story illustrates how trust, adaptability, and clear external communications can forge long-lasting partnerships and drive success.

Reinventing Corporate Culture with G4

Innovation has always been at the heart of Fred’s leadership. At Golin, he spearheaded a cultural shift to a more flexible structure known as G4, transforming how PR functions are organized and delivered. To underline his commitment, Fred famously got a tattoo of the G4 logo, a gesture solidifying the permanence and significance of the initiative. This bold move reflects his belief in more than just walking the walk, but inspiring others through action—a lesson in building stronger company culture through purposeful intentional communication.

Transitioning to Academia: Inspiring Future Leaders

After an illustrious career in PR, Fred transitioned to academia, driven by a desire to test the theories outlined in his book and to nurture the next generation of creative thinkers. At USC, he encourages students to venture outside their comfort zones, embrace new experiences, and cultivate a mindset of lifelong learning. He argues that reinvention is necessary for the evolving landscape of PR, with AI and digital transformations reshaping communication professionals development.

Navigating the Future of PR

As director of the Annenberg Center for Public Relations, Fred continues to drive forward-thinking initiatives. He underscores the need for continuing professional development, especially in understanding and leveraging AI. Fred suggests that young professionals who immerse themselves in emerging technologies will have a competitive edge in the job market.

Despite the challenges facing the PR industry, including political polarization and evolving media platforms, he remains optimistic. Reflecting on trends like AI branding and the role of purpose-driven communication, Fred stresses the importance of adaptability and curiosity in shaping successful marketing professional development strategies.

The report about generative engine optimization (GEO) will be featured in our notes soon. In the meantime, learn a bit more about GEO here.

The Unconventional Path to CEO

Fred Cook’s career serves as an inspiring blueprint for anyone navigating the complex world of communications. By embracing unconventional paths, fostering creativity, and committing to lifelong learning, Fred exemplifies the leadership qualities needed to thrive in ever-changing environments. His journey reminds us that success is less about following a traditional route and more about forging your own path and daring to be different—insights every communications professional can use to advance their career development and grow through continuous professional development.

00:00  Introduction to Fred Cook’s Unconventional Career

01:16  Fred Cook’s Background and Career Path

02:08  Insights from Fred Cook’s Book

03:16  Fred Cook’s Life Lessons and Advice

07:34  Fred Cook’s Work with High-Profile Clients

19:31  Fred Cook’s Innovative Leadership at Golin

22:46  Transition to Academia and Teaching

23:33  Balancing Two Careers: From CEO to Professor

24:18  Encouraging Bold Thinkers in PR

24:41  The Importance of Broadening Perspectives

26:57  Conformity vs. Individuality in the Workplace

29:41  Persistence Pays Off: The Ask the Captain Story

35:34  The Future of PR: AI and Polarization

44:33  Final Thoughts and Farewell