In this second interview, Dinis Guarda and Eric Yaverbaum go through defining topics of our time, including the dichotomy between our physical organic self and our digital twin; the PR crisis, the importance of social media for business and the challenges of digital privacy and tech as a surveillance tool.
Eric Yaverbaum, CEO of Ericho Communications, is a communications, media, and public relations expert with over 40 years in the industry, having co-founded Jericho Communications and served as President from 1985 until its successful sale in 2006. Eric has worked with a wide-range of top-of-their-industry clients, including Sony, IKEA, Progressive Insurance, Domino’s, Beachbody, H&M, and fitness guru Jack LaLanne.
Eric is also a bestselling author who literally wrote the book on public relations – the industry-standard bestseller Public Relations for Dummies – as well as six other titles, including Leadership Secrets of the World’s Most Successful CEOs (with over a million copies sold). He is a regular TV pundit, and his expert commentary has been featured in Forbes, Entrepreneur, The Washington Post, The New York Times, HuffPost, CNBC, MSNBC, Fox Business, Inc., and PR Week, among others.
Eric Yaverbaum Interview Questions
1. Overview of how you see technology and media – special as the velocity of things and social media touch 360 everything we do and our society.
2. We now have a physical organic self and a digital twin. As a PR expert, author, how do you see this and especially how can we cope with it?
3. How do you see the importance of social media for businesses and for the future of businesses and as a personal brand builder?
4. How do you weigh the way Facebook and the tech giants handle privacy and tech profits versus ethics?
5. What do you think about general technology challenges with the advent of social media risks and AI increasingly risks?
6. What are your takes on the vulnerability of our tech systems: cybersecurity, ethics, fake news and social media trolling?
7. How do you see the PR crisis and what do you think would be the best way to handle them now, especially in the digital space?
8. As a CEO, what are the top challenges you have had to face?
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Eric Yaverbaum Full Biography
Eric Yaverbaum, CEO of Ericho Communications, is a communications, media, and public relations expert with over 40 years in the industry, having co-founded Jericho Communications and served as President from 1985 until its successful sale in 2006. Eric has worked with a wide-range of top-of-their-industry clients, including Sony, IKEA, Progressive Insurance, Domino’s, Beachbody, H&M, and fitness guru Jack LaLanne, with whom he introduced fitness and wellness culture to Middle America in the 1980s, helping kickstart the same movement that brought aerobics and juicing to American households.
Eric, a global leader in public relations, has the influence and reach to give his clients the exposure they need, getting them placements in media outlets as varied as the Today Show, NBC Nightly News, Good Morning America, CBS This Morning, The Wall Street Journal, The New York Times, CNBC, Entrepreneur, and Forbes. Eric is also a bestselling author who literally wrote the book on public relations – the industry-standard bestseller, Public Relations for Dummies – as well as six other titles including Leadership Secrets of the World’s Most Successful CEOs (with over a million copies sold). He is a regular TV pundit, and his expert commentary has been featured in Forbes, Entrepreneur, The Washington Post, The New York Times, HuffPost, CNBC, MSNBC, Fox Business, Inc., and PR Week, among others. His communications expertise and professional and media contacts have enabled him to generate high-quality placements for his clients, offering valuable exposure for both important causes and innovative businesses alike.
At Jericho, Eric was instrumental in developing the “Walk A Mile In My Shoes” campaign for raising both awareness and Federal stem cell research funding for multiple sclerosis (MS), successfully getting a research bill through the House of Representatives, which led to him being named a “Hero of Public Relations” by industry bible PR Week in recognition for his work. His “Strike Back” campaign in 1985, at just 24 years old, helped forestall a lengthy MLB strike that threatened to derail an entire reason, bringing both sides back to the negotiating table. Additionally, he spearheaded the 2009-2010 Tappening campaign, which encouraged the use of reusable water bottles.
Eric has extensive experience in counseling a wide range of clients in corporate, consumer, retail, technology, and professional services markets as well as building brands such as Domino’s Pizza, TCBY, Progressive Insurance, Subway Sandwiches, Tae Bo, Trillium Health Products, Bell Atlantic, American Express, and Sony, among many others.
Eric was vital in helping launch the IKEA brand in North America, bringing it from the fringes of American consumer consciousness to the central place in home furnishing it occupies today. Serving as its primary PR strategist for over a decade, Eric helped develop the blueprint for the IKEA store opening event, which regularly sees hundreds of people camping out for days in anticipation of each opening.
In addition to his work at Jericho, Eric was an active member of the highly selective Young President’s Organization for over a decade where he was the Chapter Chairman of the Gotham Chapter in New York City, and he founded Ericho Communications in 2007. Headquartered in New York, with offices in Manhattan, Brooklyn, and Santa Monica, today, Ericho works with pioneering clients all over the globe. With a reputation for its unique expertise in strategic media relations, crisis communications, and media training, the multi-faceted PR and communications agency provides public relations campaigns, media outreach, and communications solutions for innovative businesses, high-profile clients, and exciting startups in a variety of industries.
As an Author
Eric Yaverbaum is a bestselling author who literally wrote the book on public relations – the industry-standard bestseller PR for Dummies – as well as six other titles including Leadership Secrets of the World’s Most Successful CEOs. His expert commentary has been featured on Forbes, The Washington Post, The New York Times, HuffPost, CNBC, Fox Business, and PR Week, among others.
With over a million copies sold, in Leadership Secrets of the World’s Most Successful CEOs Eric based his work on interviews with 100 top executives of diverse companies (ranging from the American Red Cross to the Walt Disney Internet Group), the head of a New York public relations firm confirms a survey finding that experience greatly contributes to leadership ability. From words of wisdom on decision-making, adapting to change, and related issues, Yaverbaum distills a list of strategies for success.
Each edited interview is straightforward and brief, yet dives to the heart of what business strategies, philosophies and attitudes have worked best for these chiefs. From words of wisdom on decision-making to adapting to change, Yaverbaum distills a list of strategies for success.
Eric is hard at work in his new book. Coming up in 2022, The Audacity Of Silver Linings is what Eric describes “my next and perhaps most important book.” He says about this book: “Never say never. The first 50 years are the hardest. My eighth and not last book comes out in 2022. The world has clearly changed. No one saw this coming anywhere near the extent of the day we find ourselves in now. And that’s ok. We never actually do. Not the big stuff. If you’re feeling like there is no way, then this would be a particularly good time to make one. Challenge yourself to enjoy the space between where we are and wherever we might be going.”
Interview with Eric Yaverbaum, CEO of Ericho, Author of Leadership Secrets of The Worlds Most Successful CEO’s Vol 1.
Links & Sources
4IR: AI Blockchain Fintech IoT Reinventing a Nation by Dinis Guarda and Rais Hussin (4irbook.com)
Dinis Guarda citiesabc openbusinesscouncil Series is also available as podcast on
Apple Podcasts: https://podcasts.apple.com/us/podcast/dinis-guarda-citiesabc-openbusinesscouncil-series/id1510330391
On Spotify: https://open.spotify.com/show/1vA8KaDaRpJ0mAfpNbfTSF?si=H_WngL4RSOyu1W7VAmM41w&dl_branch=1
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5idXp6c3Byb3V0LmNvbS8xMDMyMzg4LnJzcw==
Amazon Music: https://music.amazon.com/podcasts/953a5156-823c-4e86-baeb-4fda1128e44c/DINIS-GUARDA-CITIESABC-OPENBUSINESSCOUNCIL-SERIES
Hernaldo Turrillo is a writer and author specialised in innovation, AI, DLT, SMEs, trading, investing and new trends in technology and business. He has been working for ztudium group since 2017. He is the editor of openbusinesscouncil.org, tradersdna.com, hedgethink.com, and writes regularly for intelligenthq.com, socialmediacouncil.eu. Hernaldo was born in Spain and finally settled in London, United Kingdom, after a few years of personal growth. Hernaldo finished his Journalism bachelor degree in the University of Seville, Spain, and began working as reporter in the newspaper, Europa Sur, writing about Politics and Society. He also worked as community manager and marketing advisor in Los Barrios, Spain. Innovation, technology, politics and economy are his main interests, with special focus on new trends and ethical projects. He enjoys finding himself getting lost in words, explaining what he understands from the world and helping others. Besides a journalist, he is also a thinker and proactive in digital transformation strategies. Knowledge and ideas have no limits.