Case study: PNC Bank

As a vice president of marketing and public relations, Rick Cook managed media relations, customer communications, internal communications and community relations for PNC Bank during a period of unprecedented change.  Milestones included the acquisition of numerous community banks, Sears Mortgage and BlackRock Funds, during which the organization exceeded all customer retention goals; transition of small and middle-market clients to alternative delivery systems and the introduction of new fee structures; and the introduction of brokerage services into the retail branches.  Cook also directly managed and served as spokesperson for crises including bank robberies resulting in fatalities, arson, claims of executive bribes to elected officials in exchange for legislative favors, an SEC investigation into securities fraud (including ambush interviews by a CNN reporter); duties also included drafting a corporate wide crisis response team and coordinating and participating in mock disaster drills involving police and fire officials and local media.