The New York Times · 15 Oct, 12:45 · Business briefing

Shook Research Changes Name to Veritant After Forbes Scandal

Shook Research, a prominent public relations firm, has rebranded as Veritant following a significant reputational crisis highlighted by Forbes.

What it means for you ↓ Courses for this story

26%average salary uplift after a professional certificate

2.7xfaster promotion for certified professionals

71%of leaders prefer candidates who upskill continuously

20days to your first credential

The briefing

The story
in brief.

What happened, who it affects, and why it landed on our intelligence desk — in plain English, sixty seconds or less.

Shook Research, a prominent public relations firm, has rebranded as Veritant following a significant reputational crisis highlighted by Forbes. The name change marks a strategic pivot intended to distance the organisation from past controversies associated with its former identity. This move reflects broader industry trends where firms undergo structural and branding transformations to restore stakeholder trust. For professionals, this underscores the critical importance of ethical governance and reputation management within corporate communications. The incident serves as a cautionary tale regarding the long-term consequences of ethical lapses in high-profile business environments.

Employer demand for Crisis Management skills — indexed growth since 2019
Indicative index of skill mentions in professional job postings for the field this story moves (2019 = 1)

Your move

What this means
for your career.

Every headline redistributes opportunity. Here is who this one rewards — and how to be on the right side of it.

You must recognise that reputation is now a tangible career asset. As firms like Veritant rebrand to shed negative associations, employers will prioritise candidates who demonstrate robust ethical judgement and crisis resilience. Skills in compliance and governance are rising in value, as organisations seek to prevent similar scandals. You should audit your own professional conduct and ensure your understanding of corporate ethics is current. Consider upskilling in crisis communication to advise organisations effectively during turbulent times. Smart professionals will position themselves as stewards of integrity, not just technical experts. Focus on building a personal brand rooted in transparency. This shift means that ethical literacy is no longer optional; it is a core competency that distinguishes resilient leaders from those who merely manage tasks.

For this story, the fields that convert it into pay are Crisis Management, Compliance And Governance, Leadership and Business And Management — exactly the programmes matched below. The chart shows the indicative salary uplift certified professionals report in each of those fields; every one of them is a click away, from £79, finishing in as few as 20 days.

Indicative salary uplift in the fields matched to this story
Indicative ranges from published continuing-education salary studies, by field — each field is a recommended course below

Matched to this story

Enrol in these
to benefit.

These programmes position you for exactly this shift — online, self-paced, and finishing with a verifiable certificate you can share the day you pass.