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May 18, 2021 29 min

Learn how communicators can be a trusted advisor to their company’s executive team with our guest John Herbkersman. John is a semi-retired senior communications executive who has served as a senior counselor for numerous Fortune 500 executives/companies.

 Five things you’ll learn from this episode:

  • How Jack Welch changed business operations and transparency 
  • Why communications has evolved to be so prominent in the workplace
  • Why transparency with employees creates a better work environment for everyone 
  • How to properly use a communicators’ toolbox 
  • Being a trusted advisor to leadership as a communicator  
  • Quotables

  • “Communications has been prominent at most companies because communicating information to employees allows them to become active in the communities they serve.” — @JohnHerbkersman
  • “Communicators have a toolbox of things, but before we take action we need to understand what's the goal, what's the objective? What do we want to accomplish?” — @JohnHerbkersman
  • “Always be prepared. Understand what the short term business goals are for your company and the financials.” — @JohnHerbkersman
  • “Prepare yourself and write down the 10 to 15, most likely crisis scenarios that can occur at your business. Have talking points ready.” — @JohnHerbkersman
  • “If you have an opportunity to meet with your CEO, make sure it's a good meeting.” — @JohnHerbkersman
  • If you enjoyed this episode, would you please share it with others and leave us a review?

    About John Herbkersman

    John is a strategic communications and marketing leader with demonstrated, results-driven experience in all facets of corporate communications and strategic planning - including public relations, media relations, reputation management, crisis communications, social media, investor relations, marketing communications, event planning, public affairs, government affairs, community affairs, and more.

    Guest’s contact info and resources:

  • John Herbkersman on Twitter
  • John Herbkersman on Linkedin
  • Additional Resources:

  • Fortune The Greatest Business Decisions of All Time: How Apple, Ford, IBM, Zappos, and others made radical choices that changed the course of business 
  • Jack: Straight from the Gut
  • Sponsored by:

  • On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies for 2021. Axia is an expert PR firm for national brands.
  • On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.
  • Burrelles has a special offer for On Top of PR fans. Check it out at
  • On Top of PR hostJason Mudd is a trusted adviser and dynamic strategist for some of America’s most admired brands and fastest-growing companies. He founded Axia Public Relations in July 2002. Forbes named Axia as one of America’s Best PR Agencies for 2021.

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