What is public relations in today’s crowded communications environment? Why is it important for small brands looking to carve a point of difference in and/or make it to mass in the marketplace? In this workshop with Laura Shulman (Founder, Food Future Strategies) and Eddie Garrett (18 Coffees), we’ll explore how to effectively utilize multi-channel/platform storytelling, third party credibility, building advocacy, and basic tenets to effective storytelling. We’ll take a look at successful case studies, as well as workshop your brand’s story!
About the presenters:
Laura Shulman is the Founder of Food Future Strategies (FFS), a consultancy focused on building future-forward communication and marketing strategies to accelerate growth of entrepreneurial-minded brands and companies that are at the forefront of food.
Laura has nearly 20 years of experience working with global food and nutrition companies, commodity groups and associations to solve business challenges through insight-driven strategies and creative ideas. Her experience and expertise cut across the food spectrum, including consumer marketing, influencer engagement, nutrition strategy, reputation management and thought leadership positioning.
Clients she’s worked with include Kraft, Campbell Soup Company, Oreo, Frito Lay, PepsiCo, Quaker, National Cattlemen’s Beef Association, Dairy Management, Inc. and ADM.
Before launching FFS Laura built and ran the Food and Nutrition Practice for FleishmanHillard Chicago. She has also held senior executive roles at Edelman and Weber Shandwick. Prior to her PR career, Laura was a television reporter and anchor.
Eddie Garrett is a proven marketing and communications executive. His expertise includes change management and culture transformation through employee engagement, M&A, restructuring, executive development, board relations/governance, and succession planning.
Experience also includes deep background in global consumer brand marketing – working with some of the world’s biggest brands across sectors; including food & beverage, technology, sports, consumer goods, and pet care.
Former Peabody Awards juror and current member of the board of trust for the Grady College of Journalism and Mass Communication at the University of Georgia.
Specialties: Consumer behavior, management consulting, strategy, change management, financial and operational leadership, social media, digital marketing, crisis communications, internal communications, employee engagement, consumer marketing, corporate communications, shopper marketing, new products, emerging platforms.