Robert SchoolingRobert Schooling, former APCO Worldwide Americas president, has established Reservoir Communications Group in Washington to counsel clients on how to integrate brand, reputation and advocacy communications.

He believes the three are "intrinsically linked and must be seen as part of an organization’s total engagement strategy with its stakeholders."

The connection is essential for companies operating in highly regulated industries, according to Schooling.

He spent 18 years at APCO before joining WellPoint (now Anthem) in 2013 as chief advocacy and alliance development officer.