B-M's Patrick Ford to Teach at University of Florida

Patrick Ford, worldwide vice chair and chief client officer, Burson-Marsteller, is taking a leave to teach at the University of Florida College of Journalism and Communications in 2017-18. He will be part-time with B-M as senior advisor.

“We are immensely fortunate to have Pat as a professional-in-residence this year,” said Diane McFarlin, College dean. “Pat’s stature in the industry, his experience and his intellect will add immeasurably to what is already one of the top PR programs in the nation.” He will be "Professional-in-Residence in PR."

Ford, with B-M 28 years, has promoted diversity and inclusion at the firm and in the industry, founding the firm’s Diversity and Inclusion Council, which he chaired for five years. The PR Council in 2016 named him Diversity Champion in the PR Agency category.

He was CEO of its U.S. region six years and chair of its Asia-Pacific region three years. He specializes in corporate reputation management, senior executive communication, media strategy, and issues and crisis management. His clients have included automotive, energy, express delivery services, financial services, food and beverage, management consulting, technology, and telecommunications, as well as government clients in the U.S. and Asia.

He said he has “long admired the leadership, faculty and students at UFCJC and will be honored to join them in the coming academic year.”

Ford started his career as a journalist for the Jersey Journal (Jersey City, N.J.) and served as vice president for external affairs at the American Enterprise Institute for Public Policy Research. He is an advisory board member for the Museum of Public Relations, The Plank Center for Leadership in Public Relations and the Scripps Howard School of Journalism and Communications at Hampton University. He is a trustee with The LAGRANT Foundation and with the Institute for Public Relations which is housed at UFCJC.

DiStaso Joins as PR Chair

Marcia DiStaso, Ph.D., associate advertising/PR professor at Penn State, who has joined the UFCJC as PR dept. chair, said

“Pat Ford is one of the most highly respected and accomplished PR professionals. He has had a strong impact on professionals across the globe and will be a fantastic professor and addition to our program.”

She succeeded Juan-Carlos Molleda, Ph.D., who became dean, University of Oregon School of Journalism and Communication.

Prof. Tina McCorkindale, 2013 chair of the PRSA Educators Academy, and DiStaso, chair-elect, wrote in a 23-page article in PRSA’s PR Journal that a "dialogic loop" is the ideal form of communications for PR people. They defined it as "any negotiated exchange of ideas and opinions” and said, "Both parties must be willing to be open and listen to the other parties even if there is disagreement.” The article was on the use of social media in "Fortune's Most Admired Companies.”

Received Alexander Hamilton Award

Ford received the Institute of PR’s 2016 Alexander Hamilton Medal for lifetime contribution to PR and the Milestones in Mentoring Legacy Award in 2014 from the Plank Center for Leadership in PR.

“The students at UFCJC are extremely fortunate to learn first-hand from one of the most talented professionals in the industry,” said Don Baer, B-M Worldwide Chair and CEO. “Pat is profoundly committed to sharing his wisdom and insights both with his colleagues as well as aspiring communication professionals. We are delighted he has this opportunity with the University to do so in a formal way.”

UFCJC offers bachelor’s, master’s and doctoral degrees and certificates both online and on campus. CJC students work WITH professionals to gain practical experience in the Innovation News Center, which generates content across multiple platforms, and The Agency, an integrated strategic communication and consumer research agency focused on marketing to young adults. The College includes seven broadcast and digital media properties, the STEM Translational Communication Center and the nation’s only program in strategic communication for social change.

UFC Students Visited NYC Firms

Nineteen UFCJC students visited 15 PR firms and ad agencies in New York in April as part of “The 100 Project” of The Agency whose goal is to obtain jobs for all grads.

They visited Weber Shandwick, Edelman, MSLGROUP, and Prosek Partners, plus ad agencies BBDO, Grey, Droga5, and Publicis Health.

"This trip was a life-changing experience," said Victoria Najmy, Agency team member and student organizer for the trip. "We were able to see the inner workings of large and small agencies and learn from industry professionals about the opportunities available when we graduate."

The Agency specializes in understanding and marketing to millennials (born between 1980 and 1998) using MAVY™, virtual community of over 1,000 it has built up. Through quizzes, discussion forums and mobile games, MAVY offers insight to advertisers and marketers on the attitudes, behaviors and preferences of millennials.

The Agency has completed projects for P&G, Best Buy, McDonald’s, BBVA Compass, Infinite Energy, Stein Mart and the Florida Departments of Citrus and Transportation. "The trip broadened awareness among agency leaders of our innovative approach to marketing to millennials,” said Andy Hopson, The Agency's executive director.