The latest PR news from PRovoke Media, previously known as the Holmes Report.
Opinion and commentary from PRovoke Media, previously known as the Holmes Report.
Catch the latest PR news & updates with PRovoke Media's PR Podcasts. Lifting the lid on key industry stories & trends, join our listeners of PR podcasts today.
Latest video interviews and campaigns from PRovoke Media, previously known as the Holmes Report.
Long-form journalism that analyzes the issues, challenges and opportunities facing the business and practice of PR.
Industry-leading analysis of the PR stories that matter.
Explore PR profiles and interviews with leaders from the marketing and PR worlds.
Keeping up with the latest thinking on PR industry expansion.
All of PRovoke Media's coverage and events from the World Economic Forum in Davos.
Coverage of the Cannes Lions from PRovoke Media in association with ICCO.
PR Crisis & Business Crisis review. PRovoke Media's annual analysis of the top reputation crises to rock the corporate sector. Read on here.
PRovoke Media's coverage of the Covid-19 crisis, focusing on corporate communication, public affairs & PR industry fallout.
PRovoke Media's PR Trends round up. PRovoke Media's annual forecast of PR trends and news that will impact the PR world in the year ahead...
Diversity & inclusion trends, views and analysis from Provoke Media.
Creative work, trends and views from the global public relations industry.
Dedicated to exploring the new frontiers of PR as it dives deeper into social media, content and analytics.
Our coverage of key technology PR trends and challenges from around the world of digital communications.
From brand marketing to conscious consumerism, coverage of key marketing and PR trends worldwide.
PRovoke Media's coverage, analysis and news around the rapidly-shifting area of employee engagement and internal communications.
Sports PR news, diversity & inclusion trends, views and analysis from PRovoke Media. Subscribe today for the very latest in the world of sports communications.
PRovoke Media's definitive global benchmark of global PR agency size and growth.
Enter PRovoke Media's 2023 Global 250 Agency Ranking and/or our Agencies of the Year competitions now.
PRovoke Media's annual selections for PR Agencies of the Year, across all of the world's major markets.
The 100 most influential CCOs & CMOs of leading brands around the world.
PRovoke Media profiles marcomms innovators from across North America, EMEA and Asia-Pac.
The most creatively awarded PR campaigns and agencies in the world.
In-depth annual research into the PR industry's efforts to raise creative standards.
APACD/Ruder Finn annual study of Asia-Pacific in-house communications professionals.
The world's biggest PR awards programme, dedicated to benchmarking the best PR work from across the globe.
The biggest PR conference of the year, a high-level forum designed to address the critical issues that matter most.
A global network of conferences that explore the innovation and disruption that is redefining public relations.
Unrivalled insight into the world's best PR agencies, across specialist and geographic categories.
Our Roundtables bring together in-house comms leaders with PR firms to examine the future of communications.
PRovoke Media elevates the PR industry at Cannes, in conjunction with ICCO.
PRovoke Media's coverage & events from the World Economic Forum in Davos.
The PR industry’s most comprehensive listing of firms from every region and specialty
Find the latest global PR and communications jobs from PRovoke Media. From internships to account executives or directors. See all our PR jobs here.
Content from PRovoke Media's premium partners.
PRovoke Media's editorial series published in collaboration with partners.
Over the past three years, Susman has been responsible for helping her company face one of the most critical and complex public relations challenges in history, defending not only Pfizer but also the safety of vaccines and medicine—and even the credibility of science itself. Having spearheaded Pfizer’s outreach to stakeholders—employees and consumers, regulators and activists on both sides of the political divide—throughout the record-setting development of the Covid vaccine, Susman dealt with both high expectations and profound skepticism—even outright hostility. The feat earned her a PRovoke Media 2022 SABRE award for individual achievement.
Susman is a staunch advocate of the view that only earned media can deliver the authenticity and credibility that companies need to build reputation, particularly critical amid such challenges. “If we pay, it’s immediately tainted,” she said, addressing the loss of public trust in big pharmaceutical companies. Susman’s book “Breaking Through: Communicating to Open Minds, Move Hearts, and Change the World,” published in March, addresses what it takes to use messaging to make positive change. Susman has also invested in efforts such as the “Maintain” program, which offered free prescriptions to patients laid off during the economic crisis, or the company’s award-winning push into social media—which many pharma companies continue to regard with suspicion.
As EVP of corporate affairs for the world’s largest biopharmaceutical company, Susman is a member of Pfizer’s executive leadership team, chairs Pfizer’s political action committee — she was a prominent fundraiser for former President Obama — and is vice chair of The Pfizer Foundation. She directs Pfizer’s global communications, its interactions with external and internal audiences, its public affairs activities, and its corporate responsibility group.
Before joining Pfizer in 2007, Susman was EVP of global communications at The Estée Lauder Companies. She also held several senior communications and government relations posts at American Express Company and earlier spent eight years in government service focused on international trade issues.
Can you share a moment in your career when you saw PR's direct impact on business performance?
When I was leading corporate affairs and communications for American Express in Europe, the company filed a lawsuit against our competitors for anti-consumer practices. The media and public affairs strategy led to a quick and positive resolution.
What are the communications industry's biggest challenges and opportunities in the year ahead?
The answer in two words: artificial intelligence. We should be able to harness the power of AI for greater productivity. We will also need to understand and mitigate the risks.
What have you most admired about the communications industry over the past year, and what has disappointed you?
I deeply admire the quality and passion of those who chose a communications career. I’m disappointed that we’ve been unable to achieve greater racial diversity in our field.
What work from your team are you most proud of over the past year?
For the past two years, Pfizer has ranked a top 10 company on Fortune’s Most Admired Companies list. This achievement—from reputational laggard to leader—is a result of the tremendous effort from all of our colleagues over the past 3+ years.
How have you switched off from work and maintained wellness over the past year?
I’ve taken up golf and vowed not to take my phone on the course. Golf gets me away from my desk and helps to focus my mind.
Which book/movie/TV show/podcast/playlist/other cultural source has helped you get through the past year or provided inspiration?
My wife and I are re-watching The Sopranos on HBO. The acting and writing are great. The show holds up.
If I wasn't working in marketing/communications, I would be...
Tending my garden.
We feel that the views of the reader are as important as the views of the writer. Please contact us at [email protected]Signup For Our Newsletter Media Kits/Editorial Calendar Jobs Postings A-Z News Sitemap
© Holmes Report LLC 2023