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Posts: Bill Zucker

Bill Zucker Author

Bill Zucker is an issues and crisis communications specialist and Managing Director of Ketchum’s Food Industry team. A former broadcast journalist, Bill works with clients to ensure their reputation strategies are aligned with public and stakeholder realities.

Keep Your Company’s Reputation on the Right Path During and After COVID-19

by Bill Zucker| March 30, 2020

Those of us who have written crisis communications plans or facilitated simulations for our clients have seen the scenario versions of “how would you handle a pandemic?” I’m starting to think we didn’t do it justice. The COVID-19 crisis unfolding in our world has tested us in ways I don’t believe anyone fully anticipated. And, […]

As the Pace of PR Accelerates, Dedication to Ethics is More Important than Ever

by Bill Zucker| March 19, 2019

I played an unfair trick on a member of the Public Relations Student Society of America (PRSSA) this month that helped highlight a simple truth: The ever-faster pace and growing digital nature of our industry will create a much bigger challenge for the next generation of PR Pros in maintaining our ethical standards. At this […]

Transparency in Farming: Solutions Don’t Have to Be One Size Fits All

by Bill Zucker| March 5, 2019

I had the pleasure of moderating a panel this week at North American Meat Institute/Food Marketing Institute’s Annual Meat Conference. And while I expected the usual lessons about the importance of telling the farmer story to consumers, I walked away with a different lesson: Farmers don’t all need to adopt the same playbook to succeed […]

Navigating the Food Landscape Requires a Map

by Bill Zucker| July 12, 2018

Call it, perhaps, the straw that broke the camel’s back. Food and beverage companies along with foodservice chains are paying close attention to Starbucks’s decision this week to phase out the use of plastic straws by 2020. The announcement follows active campaigns by groups with catchy hashtags such as #stopsucking and #thelaststraw, aimed at raising attention to […]

Ready for Your Brand’s “One Shining Moment?”

by Abby Lovett and Bill Zucker| March 19, 2018

If you have ever watched CBS’s coverage of the NCAA tournament, you know the theme song for the road to the Championship is “One Shining Moment,” a chance for any of the 64 teams to have that special moment in the spotlight. On Friday, that moment came true not only for the University of Maryland […]

What You Can Learn from My Accidental Internship

by Bill Zucker| June 3, 2014

Each year around this time, I find myself repeating one of my favorite stories about a summer internship that should never have happened, but became a career game-changer for me. Although it occurred (gulp) 30 years ago, I hope the lessons ring true for the many interns starting their PR careers this summer at Ketchum […]