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Profile: McKesson's Kris Fortner; Bridging the gap with the audience; Honest Company's sunscreen crisis

US Weekender
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US Weekender | August 8th 2015
Welcome to PRWeek's Weekender newsletter, which catches you up on everything you missed during the week, gives you a few long reads for the weekend, and highlights the biggest trends in the communications industry over the past seven days. Enjoy your weekend!

Five years ago, social media initiatives at pharmaceuticals distributor McKesson were like “a thousand flowers blooming across the company,” according to its director of corporate PR and marketing strategy, Kris Fortner.

He talks about how he began to organize its digital efforts, creating a structure and setting up strategies for Twitter, LinkedIn, and Facebook in our latest profile. The self-described policy wonk also talks about how his company built social media and content marketing teams.

In our latest issue, a roundtable of brand reputation experts also discuss how to bridge the gap between what consumers want to see from an organization, and what marcomms professionals think. Kevin Smith, senior director of corporate communications and broadcasting for the Minnesota Twins, and Best Buy VP of comms and public affairs Amy von Walter are featured.

In-Depth: McKesson's Kris Fortner
Healthcare reimagined: Fortner finesses McKesson's bold vision Healthcare reimagined: Fortner finesses McKesson's bold vision
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.
Bridging the Gap
Give your audience what it wants: The Brand Reputation Roundtable Give your audience what it wants: The Brand Reputation Roundtable
What consumers value most in organizations does not always match what marcomms pros think. Industry leaders joined Gideon Fidelzeid at this Spong-hosted roundtable in Minneapolis to discuss bridging that gap, as well as keys to establishing ambassadors and bulletproofing a brand.
GOP Hopefuls Debate in Prime Time
6 DC communicators pick winners, losers, and top moments from the GOP debate 6 DC communicators pick winners, losers, and top moments from the GOP debate
Winners: John Kasich and Fox News president Roger Ailes. Mixed reviews: Donald Trump and the moderators.
How Americans reacted to the GOP primary debate in five pictures How Americans reacted to the GOP primary debate in five pictures
Most of the candidates and all of the moderators had a good night by the numbers.
Come for the debate, stay for the Twitter analysis Come for the debate, stay for the Twitter analysis
Quick analysis. A huge field. Donald Trump. These are a few reasons why tonight's Republican debate is best followed on two screens.
Honest Company's Sunscreen Crisis
Jessica Alba's Honest Company plays parent card to cool down sunscreen complaints Jessica Alba's Honest Company plays parent card to cool down sunscreen complaints
Founders Jessica Alba and Christopher Gavigan emphasized that "we are parents, too" a day after being grilled by angry customers.
PR pros chide Jessica Alba's Honest Company for belittling customer complaints PR pros chide Jessica Alba's Honest Company for belittling customer complaints
Some customers have posted photos of their sunburns on social media, saying the sunscreen just doesn't work.
The PR Week 8.06.15: Jessica Alba's Honest Company has a sunscreen fail The PR Week 8.06.15: Jessica Alba's Honest Company has a sunscreen fail
Honest Company tries to smooth over a messaging blunder, the top 10 Republican candidates prepare for their first debate, Clif Bar & Company consolidate accounts, and more.
40 Under 40 2015: Brand Champions
Marc Johnson: 40 Under 40 2015 Marc Johnson: 40 Under 40 2015
Director, digital strategy, APCO Worldwide
38
Deisha Barnett: 40 Under 40 2015 Deisha Barnett: 40 Under 40 2015
Senior director, corporate communications, Walmart
37
Andrew McCaskill: 40 Under 40 2015 Andrew McCaskill: 40 Under 40 2015
SVP, global communications, Nielsen
38
The Consumer Beat, by Lindsay Stein
Silicon Valley Honda Accord launch accelerates tech-auto crossover Silicon Valley Honda Accord launch accelerates tech-auto crossover
Buzzed-About News
Marketers give kudos to Nike for Chuck Taylor All Star II launch Marketers give kudos to Nike for Chuck Taylor All Star II launch
It's harder than it looks to launch an extension of an iconic brand.
Paul Newman departs MSLGroup Paul Newman departs MSLGroup
Global CFO Miller is taking over the role of North American president on an interim basis.
Major brands tear down gender stereotypes with #ILookLikeAnEngineer campaign Major brands tear down gender stereotypes with #ILookLikeAnEngineer campaign
Isis Wenger, an engineer at OneLogin, launched the social media effort this week.
Former Walmart comms VP Tovar joins Sprint one year after resumé discrepancy Former Walmart comms VP Tovar joins Sprint one year after resumé discrepancy
Sprint created Tovar's VP of corporate communications role as part of the company's turnaround strategy.
Airbnb hires global marketing director to create 'community superbrand' Airbnb hires global marketing director to create 'community superbrand'
Brian Irving is reporting to CMO Jonathan Mildenhall.
Stunt or success? PR pros' reactions run gamut after Kermit and Miss Piggy split Stunt or success? PR pros' reactions run gamut after Kermit and Miss Piggy split
The longtime couple announced their conscious decoupling yesterday on Twitter.
MDC sees 11.5% marketing unit revenue jump in Q2 MDC sees 11.5% marketing unit revenue jump in Q2
The group's Strategic Marketing Services unit saw 11.5% organic growth on $270.1 million in Q2. The results come just shy of three weeks after founder and CEO Miles Nadal resigned amid an SEC probe.
Hager Sharp appoints 'cutting edge' Ogilvy PR vet Wayman as CEO Hager Sharp appoints 'cutting edge' Ogilvy PR vet Wayman as CEO
She will take the helm on September 8.
PRWeek Awards 2016 launch
PRWeek Awards 2016 open for entries PRWeek Awards 2016 open for entries
Waste Management's Barry Caldwell is serving as this year's chair of judges.
9 ways to win a PRWeek Award 9 ways to win a PRWeek Award
The 2016 PRWeek Awards opened for entries this week - PR pros have until October 2 to prepare and submit their best work.
   

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