NEW YORK: It's time for the PR industry to shed its "Clark Kent" persona and become "Superman," said Fred Cook, CEO of GolinHarris, on Wednesday at the PRWeek NEXT Conference.

NEW YORK: Christine Cea, director of marketing communications at Unilever, said Wednesday that trust is key for increasing brand authenticity.

NEW YORK: As PRWeek's NEXT conference wound down, 40 Under 40 honorees offered key takeaways they will discuss with their corporate leadership and co-workers.

NEW YORK: As corporate communications professionals are more frequently invited to the C-suite table, PR departments should keep a sharp eye on current events, said Paul Gottsegen, CMO of Infosys.

NEW YORK: A host of stakeholder groups, from consumers to employees, demand that businesses are good corporate citizens in today's market, industry experts said Wednesday at the PRWeek NEXT Conference in New York.

NEW YORK: Today's media environment is more competitive and accountable to consumers than ever before, top journalists said Wednesday at the PRWeek NEXT Conference.

NEW YORK: The media landscape is changing, with digital outlets cutting into the market share of mainstream organizations, but many company goals remain the same, Dan Abrams, legal analyst for ABC News and founder of Abrams Media, said Wednesday.

NEW YORK: Simon Lowden, CMO of Pepsi Beverages Co., said Tuesday that his company blends global and regional marketing with a three-stage engagement model.

NEW YORK: The key to creating integrated and influential content is listening to key audiences first, said David Tinson, VP of integrated communications at EA Sports.

NEW YORK: Providing context to readers and viewers has become more important to media outlets as consumers access information through a range of digital channels, representatives from top media companies said Tuesday at the PRWeek Next Conference in New York.