The Crux of the Story

Hosted by Gary Sheffer and Mike Fernandez

BusinessInterviews guests

Website RSS feed

Episodes

169

Latest episode

Sep 2026

Language

About the show

Hosted by one of the world's top communicators, currently SVP & Chief Communications Officer at Enbridge, the show tackles relevant and controversial topics in the field of communications that are shaping business, politics, and our lives. Prominent guests from PR, journalism, business, and academia discuss how communications can inspire, persuade, deepen one’s understanding, or move an audience - or even a nation - to action.

Listen to episodes

60 recent

September 10, 202645 min

Episode 170: Revolutionary Spin: How Public Relations Shaped America with Julie Hall

Julie Hall, veteran public relations executive and author of Revolutionary Spin: How Public Relations Shaped America, joins The Crux of the Story to explore a provocative question: When it comes to the American Revolution was the pen mightier than the sword? Drawing on extensive historical research, Julie reveals how many of America's founders were master communicators who understood the power of narrative, persuasion, symbolism, and public engagement long before the profession of public relations formally existed. From the Boston Tea Party to the Federalist Papers and the Constitution’s ratification debate, she examines how strategic communication helped mobilize public opinion and shape a new nation. We discuss the lessons modern communicators can take from the Revolutionary era and why understanding the history of public relations offers important insights for leaders navigating today's fragmented media environment. A fascinating conversation about history, storytelling, influence, and the enduring power of communication to shape events, institutions, and societies.

September 1, 202650 min

Episode 169: Trust, Truth, and Leadership Under Fire with Helio Fred Garcia

Helio Fred Garcia, one of the world's foremost experts on crisis management and leadership communication, joins The Crux of the Story to discuss what it takes to lead when trust is fragile, scrutiny is relentless, and stakes are high – as we discuss his most recent book. Influencing Leaders: The Seven Disciplines of the Trusted Strategic that he co-authored with James Lukaszewski. Drawing on decades of advising CEOs, boards, public officials, and global organizations through high-profile crises, Fred explores how communicators can help leaders and their organizations navigate uncertainty, and what separates leaders who emerge stronger from adversity from those who undermine their own legitimacy. We discuss the accelerating challenges facing institutions in an era of misinformation, polarization, and declining trust; the importance of values-based leadership; and lessons from Fred's work over the last four decades. A thoughtful and timely conversation about trust, character, communication, and the enduring responsibility of leadership when everything is on the line.

May 5, 202627 min

Episode 168 - When the Enterprise and Society Are in Constant Motion: How Leaders Can Communicate Change That Lasts

Stacey Jones, Honeywell’s Chief Communicator, joins The Crux of the Story to discuss CEO transitions, enterprise transformation, executive visibility, and the growing role of data and AI in communications. We explore the communications challenges facing C-suites and boards amid societal disruption, what separates successful CEO transitions from the ones that stumble, and how to build an executive narrative that remains credible over time. We also discuss Honeywell’s ongoing transformation and what it demands from communications internally and externally – at a moment when Honeywell has publicly described plans that would create three independent companies through the separation of its Automation and Aerospace businesses and the spin of its Advanced Materials business.

April 22, 202653 min

#167: Achievement Addiction, Loss, and the Gift of “Embracing Your Own Purgatory”

Geoff Curtis, founder of Marshall Curtis Communications and former EVP of Corporate Affairs and Chief Communications Officer at Horizon Therapeutics, joins The Crux of the Story to discuss his new book Embracing Your Own Purgatory – a candid, research-informed exploration of what happens when achievement becomes identity and how the “in‑between” spaces of life can become catalysts for growth. Drawing on nearly 30 years in healthcare communications and deeply personal experiences – including the loss of his father and the abrupt end of a defining corporate role – Geoff unpacks the traps of achievement addiction, the emotional and strategic challenges of career transitions, and the rituals that help leaders navigate uncertainty with clarity and humility. A powerful conversation for communicators, executives, and anyone confronting change, reinvention, or the uncomfortable work of redefining who they are.

April 8, 202653 min

#166 – What does it really take for PR and communications teams to adopt AI with intention?

In this episode we sit down with Samantha (Sam) Stark, Founder and Chief Strategist of Phyusion, a consultancy helping communications teams work with generative AI. With more than 25 years of agency experience including at Endeavor’s 160over90, Ketchum, Burson-Marsteller and Rubenstein PR. Sam has become one of the most influential voices shaping how communicators build and work with AI systems. She was recently named to PRWeek’s AI 25, recognizing leaders redefining the future of the profession. In this conversation, Sam breaks down the four stages of AI maturity – exploring, building, scaling, and leading – and explains where most PR teams sit today. She demystifies AI agents, describing how “smart interns” and “highly skilled junior team members” can reshape workflows, reduce bottlenecks, and elevate the craft of communication. We explore topics of human judgment, where AI can accelerate work, how AI can help manage and assess reputational risk, and what can be done to prepare teams for the cultural shifts ahead. Whether you’re a CCO, agency leader, strategist, or practitioner navigating the AI transition, this episode offers a clear, grounded framework for becoming a part of AI’s evolution in communications.

March 31, 202632 min

#165: Leading With Purpose in the Fight Against Cancer – Nisha Morris on Brand, Trust & Innovation at City of Hope

City of Hope’s mission is bold: deliver the cures of tomorrow to the people who need them today. As one of the nation’s largest cancer research and treatment organizations, it sits at the forefront of scientific discovery, compassionate care, and national expansion. In this episode, Nisha Morris – Senior Vice President, Chief Marketing and Communications Officer – takes us inside the strategy behind one of the most respected names in cancer research. She shares how City of Hope communicates breakthrough science with humanity, builds trust in an era of health care skepticism, and supports patients through some of the most vulnerable moments of their lives. Nisha also reflects on lessons from her career across tech, health care, and even national security, including her year leading communications for the NSA. The conversation explores brand differentiation, reputation risk, AI and data science in cancer research, and what it means to lead communications for an organization whose work literally saves lives. A powerful episode for communicators, health care leaders, and anyone interested in how mission‑driven organizations tell stories that matter.

March 24, 202640 min

#164: Rethinking the Table – Colleen Killingsworth & Amy Thurlow on Women’s Leadership in PR

The public relations is now a profession with more women than men – yet the number of women in leadership positions lag. In this episode, Colleen Killingsworth and Professor Amy Thurlow (Mount Saint Vincent University in Halifax, NS) unpack that paradox and share insights from their research behind their book Rethinking the Table: Women Leaders in Public Relations in Canada. Drawing on data, lived experience, and an intersectional lens, they explore some of the barriers: informal networks, credibility gaps, “emotional” labor, and the subtle norms that shape who advances and who gets overlooked. They also highlight the traits and strategies of women who are thriving – and what organizations, allies, and leaders can do to redesign the systems that determine access to power. The conversation spans Canada–U.S. comparisons, structural versus cultural challenges, and practical moves that can improve outcomes for women in PR leadership. A timely, candid, and essential discussion for communicators, executives, and anyone committed to building workplaces where leadership is recognized and rewarded.

March 5, 202641 min

#163: The Science of Habits – Amanda Rebar on What Really Drives Human Behavior

Behavioral scientist Professor Amanda Rebar unpacks the hidden forces that shape what we do—and what we fail to do. As Director of the Motivation of Health Behaviors Lab at the University of South Carolina, Rebar is a leading voice on habits, automatic processes, and the unconscious evaluations that guide our health, our choices, and our daily routines. She explains why willpower is overrated, how emotions and instant “good/bad” reactions drive behavior, and explores with us the implications for policymakers and communicators and the use of nudges in public health and in messaging. The conversation explores digital interventions, AI, big data, physical activity, mental health, and the future of behavior change. A must-listen for leaders, communicators, and anyone curious about why we behave the way we do—and how to design environments that help us do better.

February 21, 202649 min

Episode 162: Joe Lockhart on Pinpointing and Connecting with Audiences – and Yes, Bad Bunny

We sit down with Joe Lockhart — former White House Press Secretary to President Bill Clinton and one of the most influential communicators of the last three decades. From journalism to the West Wing, from Facebook to the NFL, and now as Managing Director of Rational 360, Joe has shaped some of the highest‑stakes narratives in American business, politics, and culture. We explore the evolving intersection of sports and politics, the rise of brand backlash, and how leaders should navigate today’s polarized environment. Joe also takes us inside Rational 360’s integrated campaign model and its newest innovation, Pinpoint Targeting — a data‑driven approach that’s redefining how organizations reach policymakers and influencers. If you’re interested in public affairs, strategic communication, better understanding audiences, and the future of advocacy in a digital world, this conversation delivers rare insight from someone who’s been at the center of it all.

February 11, 202645 min

Episode 161 – Navigating Public Trust – Andy Shain on his career shift from Journalism to PR in Higher Ed

In this episode, we sit down with Andy Shain – long one of the most respected journalists in the Carolinas who now is a senior communicator at the University of South Carolina. After more than 30 years covering business, politics, higher education, and two presidential campaigns, Andy brings a rare dual perspective: the journalist who once held institutions accountable and the communicator now helping one institution navigate reputation in a rapidly changing landscape. Host Mike Fernandez explores Andy’s transition from the newsroom to higher education, the evolving pressures facing universities and the role of storytelling in shaping public trust. A thoughtful, timely conversation for anyone working at the intersection of communication, leadership, and public institutions.