The Crux of the Story

In this episode we sit down with Samantha (Sam) Stark, Founder and Chief Strategist of Phyusion, a consultancy helping communications teams work with generative AI. With more than 25 years of agency experience including at Endeavor’s 160over90, Ketchum, Burson-Marsteller and Rubenstein PR. Sam has become one of the most influential voices shaping how communicators build and work with AI systems. She was recently named to PRWeek’s AI 25, recognizing leaders redefining the future of the profession. In this conversation, Sam breaks down the four stages of AI maturity – exploring, building, scaling, and leading – and explains where most PR teams sit today. She demystifies AI agents, describing how “smart interns” and “highly skilled junior team members” can reshape workflows, reduce bottlenecks, and elevate the craft of communication. We explore topics of human judgment, where AI can accelerate work, how AI can help manage and assess reputational risk, and what can be done to prepare teams for the cultural shifts ahead. Whether you’re a CCO, agency leader, strategist, or practitioner navigating the AI transition, this episode offers a clear, grounded framework for becoming a part of AI’s evolution in communications.

City of Hope’s mission is bold: deliver the cures of tomorrow to the people who need them today. As one of the nation’s largest cancer research and treatment organizations, it sits at the forefront of scientific discovery, compassionate care, and national expansion. In this episode, Nisha Morris – Senior Vice President, Chief Marketing and Communications Officer – takes us inside the strategy behind one of the most respected names in cancer research. She shares how City of Hope communicates breakthrough science with humanity, builds trust in an era of health care skepticism, and supports patients through some of the most vulnerable moments of their lives. Nisha also reflects on lessons from her career across tech, health care, and even national security, including her year leading communications for the NSA. The conversation explores brand differentiation, reputation risk, AI and data science in cancer research, and what it means to lead communications for an organization whose work literally saves lives. A powerful episode for communicators, health care leaders, and anyone interested in how mission‑driven organizations tell stories that matter.

The public relations is now a profession with more women than men – yet the number of women in leadership positions lag. In this episode, Colleen Killingsworth and Professor Amy Thurlow (Mount Saint Vincent University in Halifax, NS) unpack that paradox and share insights from their research behind their book Rethinking the Table: Women Leaders in Public Relations in Canada. Drawing on data, lived experience, and an intersectional lens, they explore some of the barriers: informal networks, credibility gaps, “emotional” labor, and the subtle norms that shape who advances and who gets overlooked. They also highlight the traits and strategies of women who are thriving – and what organizations, allies, and leaders can do to redesign the systems that determine access to power. The conversation spans Canada–U.S. comparisons, structural versus cultural challenges, and practical moves that can improve outcomes for women in PR leadership. A timely, candid, and essential discussion for communicators, executives, and anyone committed to building workplaces where leadership is recognized and rewarded.

Behavioral scientist Professor Amanda Rebar unpacks the hidden forces that shape what we do—and what we fail to do. As Director of the Motivation of Health Behaviors Lab at the University of South Carolina, Rebar is a leading voice on habits, automatic processes, and the unconscious evaluations that guide our health, our choices, and our daily routines. She explains why willpower is overrated, how emotions and instant “good/bad” reactions drive behavior, and explores with us the implications for policymakers and communicators and the use of nudges in public health and in messaging. The conversation explores digital interventions, AI, big data, physical activity, mental health, and the future of behavior change. A must-listen for leaders, communicators, and anyone curious about why we behave the way we do—and how to design environments that help us do better.

We sit down with Joe Lockhart — former White House Press Secretary to President Bill Clinton and one of the most influential communicators of the last three decades. From journalism to the West Wing, from Facebook to the NFL, and now as Managing Director of Rational 360, Joe has shaped some of the highest‑stakes narratives in American business, politics, and culture. We explore the evolving intersection of sports and politics, the rise of brand backlash, and how leaders should navigate today’s polarized environment. Joe also takes us inside Rational 360’s integrated campaign model and its newest innovation, Pinpoint Targeting — a data‑driven approach that’s redefining how organizations reach policymakers and influencers. If you’re interested in public affairs, strategic communication, better understanding audiences, and the future of advocacy in a digital world, this conversation delivers rare insight from someone who’s been at the center of it all.

In this episode, we sit down with Andy Shain – long one of the most respected journalists in the Carolinas who now is a senior communicator at the University of South Carolina. After more than 30 years covering business, politics, higher education, and two presidential campaigns, Andy brings a rare dual perspective: the journalist who once held institutions accountable and the communicator now helping one institution navigate reputation in a rapidly changing landscape. Host Mike Fernandez explores Andy’s transition from the newsroom to higher education, the evolving pressures facing universities and the role of storytelling in shaping public trust. A thoughtful, timely conversation for anyone working at the intersection of communication, leadership, and public institutions.

Rob Jekielek, Managing Director of The Harris Poll, and Dr. Rochelle Ford, CEO of the Arthur W. Page Society, join Mike to discuss the 2026 Page‑Harris Poll Confidence in Business Index. Drawing on insights from more than 15,000 adults across 14 global markets, the conversation explores: - Why economic impact has become the number‑one expectation of business worldwide - Sharp generational differences, including the growing importance and concern of mental health for Gen Z - The widening gap between expectations and confidence, driven by a lack of visible action and clear explanations - How generative AI is reshaping trust — displacing traditional media and search as a gateway to credibility - Rising frustration in all institutions around perceived corruption, abuse of power, and lack of transparency This episode is a candid, data‑driven discussion about leadership, accountability, and what it truly takes to earn confidence in a fragmented, GenAI‑enabled world.

Partner at Bully Pulpit International and former Boeing chief spokesperson Bradley Akubuiro previews his forthcoming book, Faster. Messier. Tougher.: Crisis Communication Strategies in an Era of Populism, AI, and Distrust (April 7, 2026). Bradley shares new field‑tested frameworks for crisis management: how to think about stakeholders, and when authenticity beats perfection. We also dig into the new dynamics of political pressure and brand backlash; whether A.I. can improve crisis readiness; and how to design simulations that build muscle memory. You’ll learn: The first five moves to make in the first 60 minutes of a crisis, when to narrowcast (not broadcast), and what “good” crisis communications looks like in 2026.

In a year marked by economic uncertainty, political tension, and AI tech disruption, reputation has become one of the most powerful—and fragile—assets an organization holds. In this episode, Stephen Hahn, Chief Reputation & Strategy Officer at The RepTrak Company, joins The Crux of the Story to break down how companies can understand, measure, and strengthen reputation when stakeholder expectations are shifting faster than ever. We explore RepTrak’s seven drivers of reputation, the launch of its real‑time AI-enabled COMPASS platform, emerging industry winners and laggards, the evolving role of ESG and corporate responsibility, and what CEOs must prioritize to future‑proof trust over the next five years. A concise, insight‑packed conversation for leaders navigating today’s reputational pressure cooker.

Maril MacDonald, founder and CEO of Gagen MacDonald, joins The Crux to explore how leaders can steer organizations through today’s turbulence—AI disruption, geopolitical risk, layoffs, and rapid M&A activity. A pioneer in culture and change management, Maril shares lessons from advising Fortune 500 executives on building resilient, future-ready enterprises. She discusses how leaders can balance transparency with stability, spot when culture is an asset or liability, and mobilize employees around strategic goals. Drawing on decades of experience, including her own leadership journey, Maril offers practical advice on engagement, succession planning, and the traits leaders need most in a topsy-turvy world.

Three of the lead researchers behind the Canadian Public Relations Society’s landmark report, 2025 State of Public Relations in Canada: Ethics, AI and Reframing the Professional Field, join The Crux of the Story to unpack how the profession is evolving at a pivotal moment. Kim Blanchette (EVP of Castlemain/ChangeMakers), Dr. Terry Flynn (Associate Professor at McMaster University), and Colleen Killingsworth (Principal of CKCommunications) explore the identity shift between “communications” and “public relations,” the trust gap with the public, and the ethical challenges posed by artificial intelligence. Together, they reveal how Canadian practitioners are adopting AI, where governance is falling short, and what role professional associations must play to remain relevant. This episode goes beyond the findings—it challenges the profession to confront its future with clarity, courage, and purpose.

Bill Myers, Managing Director of Communications & Corporate Social Responsibility at Liberty Global, joins The Crux to reflect on the legacy of media titan John Malone and the shifting dynamics of global telecom. With a career spanning government and politics, healthcare, and tech, Myers shares insights on leading through crisis, balancing local brands within a global strategy, and embracing AI’s role in storytelling. From DaVita controversies to Liberty’s European footprint, we explore how Myers blends political acumen with corporate leadership to shape communications in a fragmented media world.

Leroy Chapman Jr., Editor-in-Chief of the Atlanta Journal-Constitution, discusses the paper’s bold decision to go digital-only in 2026—making Atlanta the largest U.S. city without a printed daily. Chapman shares his vision for transforming local journalism in a polarized media landscape, and how he’s guiding one of the South’s most influential newsrooms through cultural, technological, and civic shifts. We explore his leadership philosophy, and the transformation of modern newsrooms. Chapman also reflects on his journey from reporter to editor-in-chief, including pivotal moments covering the rise of Barack Obama and Nikki Haley.

Fernando Vivanco, Chief Communications Officer at Marelli, returns to The Crux to unpack one of the most challenging—and least talked about—topics in corporate communications: bankruptcy. Following Marelli’s Chapter 11 filing, Fernando has led a global messaging strategy across 23 countries, confronting myths, managing stakeholder sentiment, and maintaining morale amid uncertainty. In this episode, he shares how his team crafted a proactive, multi-channel approach to reshape perceptions of restructuring, coordinate with legal and financial leaders, and keep employees and customers informed and engaged. Drawing on lessons from Boeing, Honeywell, and Medtronic, Fernando offers candid insights into balancing transparency with legal constraints, tailoring messages across cultures, and leading with empathy in the face of disruption.

American Airlines’ EVP of Communications and Marketing Ron DeFeo, shares insights from a decade at one of the world’s largest airlines. We explore his approach to crisis management—from flight disruptions to viral passenger incidents—and how empathy, transparency, and strategic storytelling shape public response. Ron reflects on his career journey through Ketchum, Darden Restaurants, and The Home Depot, and discusses the importance of building resilient teams and defining corporate ethos. We also dive into his role as host of American Airline’s podcast Tell Me Why.

The President & CEO of The Latino Coalition discusses public policy and expanding economic opportunity for Latino entrepreneurs. We explore his career journey across five companies – Anheuser-Busch, Carnival, Ford Motor Company, Tyson Foods, and Waste Management Inc – and his leadership of the Hispanic Association for Corporate Responsibility. We also talk about Carlos’s book From Havana to DC: The Rise of Cuban Americans in Florida Politics as he shares insights on stakeholder engagement, communications strategy, and the evolving role of Latino leadership in business and politics.

Described as a “creative instigator,” Cheryl Overton who leads her own firm and previously worked for top agencies – including Ogilvy, Edelman and EGAMI Group – and has worked on several iconic brands from P&G to Lancome, Dove, the American Red Cross, and McDonald’s talks with us about the intersection of brands with culture. We discuss: the NFL and the “Taylor Swift effect,” the American Eagle jeans campaign with actress Sydney Sweeney, the backlash to Cracker Barrel’s brand refresh, and the DEI boycott impact on Target’s retail sales. We also chat about emerging issues: how marketers need to better connect with consumers over the age of 50, balancing cultural connectivity and authenticity, and what CMOs and advertisers might do to future-proof their brands.

Manny Ruiz is a media, marketing and creative dynamo. From founding the first Hispanic PR newswire service in the U.S… to launching Hispanicize an event that highlighted the best of Hispanic and Latino PR, marketing and advertising… to co-founding Brilla Media Ventures with his wife and creative partner Angela, Manny has spent three decades shaping how brands engage with U.S. Hispanic and Latino audiences. He’s also the creative force behind Bistec – Audible’s top Spanish-language fiction podcast of 2024. In this episode we discuss his journey from Miami Herald journalist to entrepreneur, his impact, the missteps of marketers as they try to connect with Latino and bicultural audiences. And the future of Latino media.