LOS ANGELES—Golin CEO Fred Cook has been named director of the USC Annenberg School for Communication and Journalism’s Strategic Communication and Public Relations Center (SCPRC).

Cook, who adds the role to his existing remit as Golin CEO, will also become a professor in PR studies, focusing on innovation and leadership.

The new position comes four years after Cook introduced the G4 model to restructure Golin. Since then, the agency veteran has addressed numerous colleges and students about the attitude and skills required to succeed in today's PR world. The talks are typically based on Cook's recent book: 'Improvise – Unorthodox Career Advice from an Unlikely CEO.'

"This is the first time USC Annenberg has had an active CEO as Center Director," said  USC Annenberg School of Journalism director Willow Bay. "We look forward to [Cook] bringing his passion for the communication industry to one of the nation’s most dynamic PR programs."

The SCPRC aims to advance the study, practice and value of the PR profession by conducting practical, applied research in partnership with other organizations. One of the SCPRC’s signature efforts is the biennial Generally Accepted Practices (GAP) Study, which provides senior communicators with guidance on managing their organizations, developing strategy, and preparing for the future. The Center also focuses on leadership training and career development for communicators.

"Since my book was published, I’ve spoken at dozens of colleges around the world," said Cook. "Through that exposure, I’ve developed a deep appreciation for the pressures students are facing and the dreams educators are striving to fulfill. I hope to play a meaningful role in this important work."