简介

Ed McCraw teaches an MBA course on reputation management, which includes both proactive brand and reputation development and response to crisis situations. As an expert in marketing, advertising, public relations and corporate philanthropy, Mr. McCraw discusses how each of these areas contributes to an organization’s overall reputation. He is a retired senior corporate executive who served as a vice president and senior business leader with MasterCard and Verizon Corporation in New York. During his career, he led corporate functions that included: integrated marketing and public relations programs, media relations, employee communications, financial communications, and corporate philanthropy. In addition to his teaching responsibilities at UNC Kenan-Flagler, Mr. McCraw serves as a frequent guest lecturer at the UNC School of Journalism and Mass Communication, University of Southern California’s Annenberg School of Communications, University of South Florida’s School of Business and Duke University, where he was the expert in residence in marketing for the fall semester 2013. He is a business consultant and marketing advisor to several companies. He is a consultant with Executive Service Corps and has helped develop strategic or marketing/communications plans for the North Carolina Symphony, The Town of Cary, North Carolina Central University, Durham Literacy Center, KidzNotes, Durham Art Guild, Chatham County Literacy Center, Chapel Hill Day Care Center and Book Harvest. Mr. McCraw serves on the board of directors of the Executive Service Corps and Heelprint Communications. He is a member of the marketing committee for the North Carolina Symphony. He received a bachelor’s degree in communications and English from the University of South Florida. - See more at: http://www.kenan-flagler.unc.edu/en/faculty/directory/management-and-corporate-communication/Edward-L-McCraw#sthash.IDQuqnV1.dpuf