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Career Guide & Hall of Fame 2015; NFL faces multiple comms challenges; Google's new look reviewed

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US Weekender | September 5th 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!

PRWeek launched two of its most anticipated features this week. The always-valuable Career Guide is back for 2015 with insights from industry professionals and their protégés on everything from guides to acing your next interview to asking for your next raise. Also returning is the PRWeek Hall of Fame, which this year inducts six influential and inspiring figures from across the industry.

Many of the sector’s biggest news stories continued to develop. Following Google’s Alphabet announcement in August, the iconic Google logo got a makeover. Verizon also rolled out a new logo; PRWeek readers had their say on both redesigns. The NFL continues to face several comms challenges, including a new Will Smith film that shines a light on the dangers of concussion, the departure of its comms head Paul Hicks, and a hostile social media environment after Tom Brady’s #DeflateGate punishment was reversed in court. And of course, the McWhopper saga continues to heat up, as Burger King looks for other partners after McDonald’s shot down a collaborative proposal.

Career Guide 2015
What real success looks like for diversity in the PR sector: Career Guide 2015 What real success looks like for diversity in the PR sector: Career Guide 2015
Strides have been made, but the pursuit of a diverse and inclusive top-to-bottom workforce continues to challenge the PR sector. Industry leaders spoke with Rose Gordon Sala to paint a picture of what tangible success looks like.
Winning perspectives from diversity champions: Career Guide 2015 Winning perspectives from diversity champions: Career Guide 2015
Philosophies and practical advice for building effective diversity drivers that can be adopted by anyone.
10 tips to help you ace your next interview: Career Guide 2015 10 tips to help you ace your next interview: Career Guide 2015
As the war for talent in the industry intensifies, putting your best foot forward has become increasingly important for today's interviewees. HR heads at communications firms and executive recruiters highlight key tips on how potential candidates can land their next role
Asking for a raise? Here's what you need to know and do: Career Guide 2015 Asking for a raise? Here's what you need to know and do: Career Guide 2015
Asking for a pay increase can be daunting for any PR pro. Industry leaders share best practices on how to navigate this hurdle and please both the staffer - and the company.
Mentorships greatly benefit all parties involved: Career Guide 2015 Mentorships greatly benefit all parties involved: Career Guide 2015
Particularly with clearly set goals and programs organized to attain them.
Successful students evaluate profiled professors: Career Guide 2015 Successful students evaluate profiled professors: Career Guide 2015
Five students reflect on the senior-level professionals who helped set them on the path to success.
How to hold successful, productive meetings: Career Guide 2015 How to hold successful, productive meetings: Career Guide 2015
A quartet of industry leaders shared some tips with PRWeek as to how they ensure meetings are efficient, productive, and beneficial to everyone involved.
5 comms pros highlight the benefits of teaching: Career Guide 2015 5 comms pros highlight the benefits of teaching: Career Guide 2015
Tanya Lewis profiles five professionals whose stories provide a master class on myriad ways adjunct professors are better for the experience.
Hall of Fame 2015
Mike Fernandez: Hall of Fame 2015 Mike Fernandez: Hall of Fame 2015
Corporate VP, corporate affairs, Cargill
David Finn: Hall of Fame 2015 David Finn: Hall of Fame 2015
Co-founder and chairman, Ruder Finn
Joele Frank: Hall of Fame 2015 Joele Frank: Hall of Fame 2015
Managing partner, Joele Frank, Wilkinson, Brimmer, Katcher
Ginger Hardage: Hall of Fame 2015 Ginger Hardage: Hall of Fame 2015
SVP, culture & communications, Southwest Airlines
Betsy Plank: Hall of Fame 2015 Betsy Plank: Hall of Fame 2015
Former director of PR planning, AT&T; director of external affairs at Illinois Bell; and EVP of Daniel J. Edelman
Gary Sheffer: Hall of Fame 2015 Gary Sheffer: Hall of Fame 2015
Former VP, corporate communications & public affairs, GE
Google rebranding
Google logo: 20 best Twitter reactions from agencies, designers and brands Google logo: 20 best Twitter reactions from agencies, designers and brands
Google's logo change lit up social media, with designers, agencies, individuals and companies including the PR firm Manifest London all joining the discussion.
Your Call: Who pulled off its logo redesign better, Google or Verizon? Your Call: Who pulled off its logo redesign better, Google or Verizon?
Google took the wraps off its new logo this week. So did Verizon. Who unveiled its new corporate image best?
Google's memo introducing Alphabet is a masterpiece in rebranding communication Google's memo introducing Alphabet is a masterpiece in rebranding communication
Google's transition towards the Alphabet parent company is a logical move and its announcement was superbly handled, but that's not the end of the rebrand road, writes The Partners and Lambie-Nairn CEO Jim Prior.
NFL comms challeneges
#Deflategate ruling: PR pros celebrate Brady, blast Goodell #Deflategate ruling: PR pros celebrate Brady, blast Goodell
New England quarterback Tom Brady beat the "Deflategate" court case, but the NFL and commissioner Roger Goodell are facing criticism on social media.
NFL comms leader Paul Hicks joins Glover Park Group NFL comms leader Paul Hicks joins Glover Park Group
He will continue to work with the league in his new role.
How the NFL can stop Concussion from knocking it out How the NFL can stop Concussion from knocking it out
Although the National Football League has been communicating about its health and safety efforts, Concussion's release will potentially reignite the discussion on a much broader scale.
Buzzed-about news
Edelman grows 8.5% in 2014/15 financial year Edelman grows 8.5% in 2014/15 financial year
Global revenues at the world's largest PR firm rose to $833 million in the 12 months to June 30, 2015, while the US was up 9% to $504.7 million in the same period.
How nine brands described their jobs to five-year-olds on Twitter How nine brands described their jobs to five-year-olds on Twitter
The hashtag garnered more than 15,000 tweets by Tuesday afternoon.
Industry launches updated Barcelona Principles to measure the value of PR Industry launches updated Barcelona Principles to measure the value of PR
A new framework for measuring the performance of communications has been launched, with an aim of reflecting the changing media landscape.
Bye, McDonald's: Burger King continues Peace Day mission with other brands Bye, McDonald's: Burger King continues Peace Day mission with other brands
Burger King is reaching out to more food chains to merge burgers in the name of Peace Day.
Opinion: McWhopper response left McDonald's looking like the 'no fun police' Opinion: McWhopper response left McDonald's looking like the 'no fun police'
Andrew Collins, CEO of China digital agency Mailman, explains how Burger King's social strategy was a success, and why McDonald's corporate response was a #McFail
eBooks
Building a house of disruptive innovation Building a house of disruptive innovation
Creative engagement, disruption, and convergence are causing a polar shift toward integrated communications and marketing.
Globalization and Digitization: The China Opportunity Globalization and Digitization: The China Opportunity
PRWeek and BlueFocus convened a high-level debate in Cannes with clients, media, tech firms, and agency execs to uncover the business opportunities for global brands in China and Chinese businesses expanding into the West.
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.