Spreading the word

Even in our digital age, word-of-mouth communication continues to be an influential form of promotion.


The intuitiveness of word of mouth communication increases its appeal. We can all think of an instance when we benefitted from it. On my first trip to Rome in 2008, my mission was to find good coffee.

Tom Isaacson

As assistant professor of public relations at Northern Michigan University, Tom Isaacson regularly brings study abroad students to Rome, Italy, and the Cannes Lions International Advertising Festival. Prior professional experience includes work with a technology public relations agency and sports public relations at a variety of levels. During summer 2014, Tom served as his university’s acting assistant vice president of identity, brand and marketing where he assisted with development of a new branding campaign. Research interests include crisis communication in sports and word of mouth communication.