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We fundamentally believe in the power of integrated communications, and we believe the future is integrated.

In 2021, we updated our titles to include integrated communications, better reflecting the work we do each day. Our clients know we seek every opportunity to eliminate silos and provide truly integrated programs whenever possible – or recommend steps to get closer to this ideal.

Investing in our team

We kicked off 2022 with the goal of putting a majority of our team through the PESO Model Certification™ from Spin Sucks, in partnership with the S.I. Newhouse School of Public Communications at Syracuse University. With our integrated communications work rooted in the balance of paid, earned, shared and owned media, this was a natural investment in our team’s continued education and professional development.

By the end of 2022, 80% of our team will have completed the certification (with plans to get the remaining team members certified in 2023), further solidifying their expertise in integrated communications. Our Senior Vice President Nikki Little shares more on why Franco has embraced integrated communications over the years and our plans for the future.

Shout out to Tell Studios for helping us capture our values, culture and vision to share with the world!

Investing in the future of our industry

Franco has a strong track record of empowering and supporting the next generation of industry professionals. We’ve always provided challenging internship opportunities, welcomed students for job shadows and given back to the programs and colleges that nurtured us as professionals. After attending several university internship fairs across Michigan in 2021, we connected with professors at Central Michigan University’s (CMU) Integrative Public Relations (IPR) program to discuss how Franco could supplement the existing curriculum and expand teaching on integrated communications. We felt we were moving our agency and team in the direction of the future, and wanted to help students prepare for that future, too.

Our answer? The PESO Model Certification

In the spring, Franco sponsored two students from the CMU IPR program to go through the PESO Model Certification alongside our agency. Kylie Rydjord and Brittney Rudat served as our beta testers to evaluate how the program expanded upon concepts they’re learning in the college classroom. Following the 8-week period, Kylie and Brittney both successfully completed the certification and provided feedback on the integrated communications course to guide what came next.

Franconians and CMU alumni Nikki Little and Catherine Pace worked closely with Kylie, Brittney and the CMU IPR professors throughout the summer to plan our next investment: getting more students certified. Franco is proudly sponsoring 17 students enrolled in the IPR capstone class at CMU this fall to complete the PESO Model Certification, with Kylie and Brittney serving as classroom ambassadors throughout the process.

Hear directly from Kylie and Brittney on their experience going through the PESO Model Certification and how it’s prepared them for their professional careers.

Our investment in the future of integrated communications doesn’t stop here. Stay connected with Franco updates on integrated communications, evolving trends and our team by subscribing to our newsletter, Thoughts From the 313.

Tina Kozak is Franco’s CEO. Connect with her on LinkedIn.