PRofiles of Success: Stories of Emerging Leaders in Public Relations

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Stories of Emerging Leaders in Public Relations

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Stories of Emerging Leaders in Public Relations

Sponsored by Heyman Associates, Inc. and produced by Graduate Students in the Advertising & Public Relations Department, University of Alabama, Editor: Bruce K. Berger, Ph.D. Designers: Kelly E. Backus, Breeanna C. Beckham, Blaire E. Boswell, Richard A. Rush Jr. & Elizabeth W. Toups University of Alabama 2008

Table of Contents I. Preface .............................................................................................................6 II. Introduction .....................................................................................................8

,,, 3URÀOHV RI 3URIHVVLRQDOV Shannelle Armstrong Manager, U.S. Communications, McDonald’s Corporation ..............13 Fred Bateman President and Founder, The Bateman Group ......................................21 Jeffrey (Jeff) Beringer Senior Vice President, Digital Practice Leader, GolinHarris ................29 Shonali Burke Vice President, Media and Communications, American Society for the Prevention of Cruelty to Animals ..............................................37 Robert (Bob) Christie Vice President, Communications, Dow Jones & Company ..............45 Howard Clabo Manager, Media Relations, FedEx Services .........................................53 Liliana Esposito Senior Vice President, Mercury Public Affairs........................................61

Christopher (Chris) Finnegan Vice President, Communications, Discovery Communications, LLC ..........69 Megan Frank Vice President and Director, Public Relations, Allianz Global Investors ......77 Andrew (Andy) Hilton Director of Public Relations, ITT Corporation ..................................................85 Brian Hoyt Vice President, Corporate Communications & Government Affairs, Orbitz ..................................................................................................................93 Thomas (Tucker) McNeil Director, Leadership Communications, MeadWestvaco Corporation .....101 Sreejit Mohan Director, Public Policy and Communications, Bayer HealthCare Pharmaceuticals .............................................................................................109 Nick Ragone Senior Vice President and Director of Client Development, Ketchum .....117 Romina Rosado Managing Director, Europe, The NewsMarket .............................................125 Kash Shaikh Marketing and External Relations Manager, Proctor & Gamble ...............133

Stacy Simpson 9LFH 3UHVLGHQW &RPPXQLFDWLRQV 2IĂ€FH ,QWHU$FWLYH&RUS David Warschawski Founder and CEO, warschawski ...................................................................149

Bari Watson Director of Athletic Marketing and External Affairs, Belmont University ...157 Rebecca Winter Corporate Director of Brand Communications, JCPenney Company, Inc. ................................................................................................165 IV. Principles of Professional Leadership .................................................................173 A. Themes of Leadership ................................................................................174 1. Leading by Example 2. Learning from Mentors 3. Keeping Public Relations Relevant B. Characteristics of Leaders .........................................................................179 1. Creativity 2. Integrity 3. Passion 4. Motivational Abilities 5. Fundamental Skills 6. Diverse Backgrounds

Preface The development of excellent leaders in public relations is important to the success of the organizations they serve and to the future and reputation of the profession. In a recent national survey, public relations practitioners said that strong role models--in the ZRUN SODFH FODVVURRP KRPH RU HOVHZKHUH H[HUWHG WKH JUHDWHVW LQĂ XHQFH RQ WKHLU RZQ leadership values, practices and beliefs. Role models, then, represent a potentially rich source of leadership insights and development for public relations students and young professionals.

This book is rooted in that possibility. We tell the stories of 20 women and men, ages ZKR DUH VXFFHVVIXO DQG HPHUJLQJ OHDGHUV LQ WKH Ă€HOG 7KH\ DUH D GLYHUVH JURXS who work in a variety of organizations and public relations practice arenas. They were selected based on awards or recognition they have received, or the recommendations of leaders in the practice. Though they represent just a few of the many success stories in public relations, we wanted to try to “bring them lifeâ€? so that other young professionals and VWXGHQWV PLJKW EHQHĂ€W IURP WKHLU H[SHULHQFHV LQVLJKWV DQG SDVVLRQ IRU WKH SURIHVVLRQ The book was researched, designed, written and produced by public relations and advertising graduate students as a class project at the University of Alabama.

The students read and discussed articles and books about leadership, developed an interview guide, conducted and recorded 60-minute interviews with page 6

the 20 professionals, collected additional biographical data and wrote the 2,500-word chapters. They also analyzed the interview transcripts to determine whether the professionals shared similar perceptions and insights about success and leadership. This analysis is summarized in the last section of the book.

To the 20 professionals who gave so generously of their time, insights and encouragement in these interviews, thank you. One quality shared by many excellent professionals is “giving back,” and you have demonstrated that quality.

To the students who participated in the class project, thank you. I’m extremely proud of your individual and collective accomplishments this semester. This book is testament to your dedication, energy, skills and aspirations.

To student and professional readers of this book, we hope these stories will inspire and encourage you.

Bruce K. Berger, Ph.D. Professor of the APR 592 Graduate Project Course April 2008

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Introduction A Brief Letter to the Readers: This book depicts some of the characteristics and qualities of 20 young, successful OHDGHUV LQ WKH SXEOLF UHODWLRQV ÀHOG E\ SUHVHQWLQJ WKHLU VWRULHV WKDW ZHUH JHQHUDWHG IURP in-depth interviews conducted by advertising and public relations graduate students at the University of Alabama. The interviews were then analyzed for common themes or patterns regarding professional skills, values and experiences. We hope that these stories ZLOO LQVSLUH RWKHUV LQ WKH ÀHOG

´3URÀOHV RI 6XFFHVVµ UHVXOWHG IURP D SDUWQHUVKLS EHWZHHQ EXVLQHVV DQG DFDGHPLD

when Heyman Associates of New York and Dr. Bruce Berger of the University of Alabama agreed to work in conjunction to develop a deeper understanding of leadership in public relations. Dr. Berger and CEO of Heyman Associates, Bill Heyman, sought to understand how leadership plays a role in the practices of both the individual professional and the public relations industry as a whole. Dr. Berger’s graduate students were given the opportunity to assist in developing this insight by interviewing 20 young, emerging public UHODWLRQV OHDGHUV 7KRVH LQGLYLGXDOV SURÀOHG LQ WKH ERRN ZHUH VHOHFWHG E\ +H\PDQ Associates based on their previous honors and accomplishments in public relations, as well as through recommendations by seasoned professionals page 8

who recognized their talents. ´3URÀOHV RI 6XFFHVV¾ VWULYHV WR H[SDQG XSRQ WKH NQRZOHGJH RI OHDGHUVKLS DQG LWV UROH LQ WKH SXEOLF UHODWLRQV ÀHOG 7KLV ERRN JRHV EH\RQG GHSLFWLQJ WKH key characteristics and themes of excellent leadership in public relations; it provides students and young professionals with 20 potential role models for success. Regardless RI RQH¡V GHJUHH RI H[SHULHQFH LQ WKH ÀHOG WKLV ERRN RIIHUV D IUHVK SHUVSHFWLYH RQ D WLPHOHVV VXEMHFW LQ DQ DWWHPSW WR LGHQWLI\ DQG SURPRWH WKRVH SUDFWLFHV WKDW EHQHÀW WKH profession through quality leadership.

On behalf of all the advertising and public relations graduate students at the University of Alabama, the editorial team would like to thank Heyman Associates for supporting us through this endeavor and giving us the opportunity to work on an important research project. In particular, we would like to thank Bill Heyman and Dr. Berger for entrusting us with the responsibility of producing this book. The process served as an exceptional learning experience, in that for an entire semester we were immersed in discussing and analyzing leadership skills, which in turn enabled leadership qualities to be embraced and evolved within our own skill sets. Embarking into the professional world with the knowledge developed from this experience will no doubt enhance our capabilities in our individual careers.

As a result of this experience, we have developed a more thorough understanding RI ZKDW FKDUDFWHULVWLFV PDNH D OHDGHU DQG WKHLU LPSOLFDWLRQV LQ WKH SXEOLF UHODWLRQV ÀHOG The magnitude of leadership in public relations rests solely upon the individual shoulders page 9

RI HDFK SUDFWLWLRQHU EXW WKLV ERRN DWWHPSWV WR H[HPSOLI\ OHDGHUVKLS DWWULEXWHV LQ SURĂ€OHV that tell the story of those already having chosen to carry that responsibility. These 20 public relations professionals have given us an example on which we can model our futures as professionals. Our hope for others is that, by reading these chapters, some lessons in leadership are learned.

The Editorial Team: Shannon E. Creamer Meredith B. Hall Bessie H. Lapeyrouse Abby R. Orr Melissa R. Tauscher

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Shannelle Armstrong Manager, U.S. Communications, McDonald’s Corporation

Shannelle

Armstrong sure stands out.

Perhaps her height helps her stand out: she is 5’11 and wears high heels. Perhaps it is her manners and quick wit. Or perhaps, it is some intrinsic force coming from within.

But as the manager of U.S. communications for McDonald’s Corporation, Shannelle Armstrong does stand out, and she helps to keep the politics of public relations leadership moving forward.

Armstrong began her professional career in politics, working for a think-tank in Washington and later for the Democratic National Party, on the Gore/Lieberman Presidential Campaign. Coming from a family of “politicals” and academics, Armstrong said that she never saw herself as becoming a part of the business world.

In fact, she said, “If someone would have told me that in college, I would have been like ‘You are Mad!,’ I am going to be the

president of the United States.” Perhaps it was this strong focus on public service that DOORZHG $UPVWURQJ WR H[FHO ZLWKLQ WKH ÀHOG of public relations. While Armstrong has not become President of the United States, at least not yet, she has certainly served as a leader in other avenues.

9/ 11 also seems to have been a turning point for Armstrong. “After 9/11, it just changed a lot of us. I mean, I was in D.C. DQG LW ZDV YHU\ GLIÀFXOW ZKHQ \RX VDZ WKH hummers go up Pennsylvania Avenue and armed soldiers in the street. I think the word ¶GLIÀFXOW· GRHVQ·W HYHQ HQFDSVXODWH KRZ huge and monumental[ly] that affected all of us.” After the startling effects of 9/11, Armstrong decided to follow her dreams to live in a big city, and Chicago was where she set her sights. Determined to not be discouraged by others, she packed up and page 13

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sold her home without telling women from ninth to twelfth grade, in a anyone. Finally, about 20 or program sponsored by her sorority, called so days before the move, she Del-Teens, Armstrong said, “It was the let people know that she was going. Ă€UVW WLPH , XQGHUVWRRG KRZ SRZHUIXO \RXU And so she moved to Chicago, presence can be to another person.â€? never looking back, and entered the public Developing relationships appears to be UHODWLRQV Ă€HOG VR WKDW VKH FRXOG ´VSHDN IRU a benchmark trait for Armstrong. Through those who can’t speak for themselves‌ mentoring these young girls, she served making what you do with your leadership as a role model but also claims that she capacities worthwhile.â€? was inspired by them. “I was so humbled Armstrong says the tipping point in her by what they got from our relationship,â€? career came when she worked on her Armstrong said. “And by their fear for what Ă€UVW ELJ DFFRXQW IRU the world had for them, 6FKLHIĂ LQ 6RPHUVHW “People want to do business and their openness and and helped re-launch with people that they like. Who vulnerability to their Moet and Chandon. they trust. But how do you get fear. And they were “I think there is where not impressed with me there if you don’t have a sense I really took off becbecause I worked here, of compassion, vulnerability ause, you know, I staI worked there, I had and transparency?â€? rted to understand these degrees‌they profitability,â€? said were more impressed Armstrong. “I started to understand that PR and more enamored with me because I is really a driver of sales and really started cared about them and that I showed up. to understand that this is an initiative and And I showed up 100 percent. I showed up not a party. People use it to gain visibility, looking like someone that they should be. increase awareness for products or You don’t need to be me, but you need services, and there has to be some return to understand that you need to show up on investment.â€? completely and that everything you do says something about you.â€?

Armstrong feels that people need to [Showing Up] Leadership does not come from a be true to themselves and they need to single dimension, as Armstrong proves. be proud of their work. “Be committed One of her greatest leadership roles has to being you,� said Armstrong. And be been serving as a mentor, outside of the proud of the work that you are putting out professional arena. Working with young into the world. “If my name is going on it,� page 14

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Armstrong said, “and it is going to be put in lights, camera, print, you [know], it’s got to be something that is realistic, truthful.

It’s got to be honest, collaborative. It’s got to be a number of things to make it a project.”

Armstrong believes that public relations practitioners offer real value to other executives. Times of challenge and crisis are times when public relations practitioners can truly shine. “You walk in with a sense of leadership and calm to a crisis situation or celebratory event…you are weighted, you are calm,” said Armstrong. As a leader within an organization, people will look to you for answers and as a source of knowledge for how to handle situations.

“To be a leader in situations that are most trying is also about having a sense of emotional maturity,” she said. “Being strategic, but also understanding when a tactic is necessary.”

Although communicators are often a source of knowledge to their publics, Armstrong said that there is room for LPSURYHPHQW ´, ÀQG DV D ZKROH DPRQJ communicators, that some, not all, focus on PR in a vacuum,” she said. “They don’t focus on advertising, they don’t focus on if you were in a retail environment, what your stores are looking at, they focus only on what they do. If you don’t understand all the P’s of marketing, then you are focused in a very narrow way. And if you understand how the marketing machine

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Fun Facts: Most visited websites: -PerezHilton.com, MediaBistro.com, Yahoo.com, BankofAmerica.com, CNN.com, MSNBC.com Three things never without: -My iPhone, Mont Blanc- Greta *DUER SHQ %ODFNEHUU\ Interesting fact: -In college, she was voted (informally) most likely to become WKH ÀUVW ZRPDQ RU EODFN SUHVLGHQW Dream job as kid: -To be president of the U.S.

works, that generates growth for your organization, you become much more of a leader, because it is not just a focus on we need this story placed, it is ‘Hey,’ this is when communications need to solve a business problem, and this is where communications needs to solve a communications challenge.” To be a strong communicator and leader, Armstrong said, one should be “able to discern the two of them.”

The fours P’s of marketing seem to be ingrained into Armstrong’s mindset. She offers two more: a ‘P’ for passion, and a ‘P’ for people.

People and relationships are important to Armstrong, and page 15

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WKH FXOWLYDWLRQ RI WKHVH UHĂ HFW her leadership style. The key to success is when, “You have people that are passionately committed‌they feel they are valued, rewarded, respected and they are compensated. When people are committed to the business, you create an environment where people feel like they are all in it to win, together,â€? said Armstrong.

These relationships are the building blocks for success. “People want to do business with people that they like, and who they trust. But how do you get there if you don’t have a sense of compassion, vulnerability and transparency?�

[The Personal Touch]

job, but also helped Armstrong to be true to herself. Williams book, The Personal Touch, also helped to shape personal and professional relationships for Armstrong. “Her book focused on you being you,�

Armstrong said, “but also remembering those things that you were taught growing up -- manners, politeness, looking people in the eye, returning calls when you say you will, acknowledging people in conversation, listening and not talking over others, all of these things. It is all about the personal touch. And I have found that these things, throughout my life and career, have surfaced in every area.�

“You don’t get credit for wanting the right answer.�

$UPVWURQJ DOVR Ă€UPO\ believes in manners and the cultivation of relationships. “I think that the relationships ZLWK SHRSOH \RX KDYH UHDOO\ GHĂ€QH ZKR you are. Because who you choose to put LQ \RXU FLUFOH UHĂ HFWV EDFN RQ ZKR \RX are.â€? Compassion is also important. “There is compassion in everything that we do.â€?

Having an inner circle or “truth commission,� as she put it, allows individuals to get real feedback and advice about behaviors, challenges and issues they are trying to manage and build relationships.

Armstrong said that Terrie Williams, of the Terrie Williams Agency, is one of the ELJJHVW LQà XHQFHV RQ KHU SURIHVVLRQDO FDUHHU :LOOLDPV JDYH $UPVWURQJ KHU ÀUVW page 16

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[Moving it Forward]

New challenges always loom on the horizon in WKH FRPPXQLFDWLRQV Ă€HOG EXW $UPVWURQJ has a saying for overcoming these issues: “You just got to ‘move it forward’.â€? Moving forward past challenges and mistakes is key to being a leader, she said. “The EHVW LV ZKHQ , IDOO KHDG Ă€UVW EHFDXVH WKHQ you get up,â€? she said. Working through the mistakes and challenges is when true leadership shines through. When troubles arise, Armstrong said that you need to stand up for what you believe in, stand Ă€UP DQG QR PDWWHU ZKDW PRYH IRUZDUG “Moving it forwardâ€? seems to a favorite mantra for Armstrong and applies to every aspect of her life. Full of wit and quips, Armstrong offered this analogy on dealing

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with anger and frustrations, “Carrying people have it and some people don’t. around anger is like [carrying around] And I think to truly be a leader, you have hot rocks; you are the only one who will to have an ‘It Factor.’ When you walk into get burned.â€? When confronting a major D URRP VRPHERG\ LV JRLQJ WR Ă RDW WR \RX problem or challenge, leaders set the somebody wants to meet you.â€? benchmark for the team’s response. True When asked what future public relations leaders should have the emotional maturity practitioners should be working on to be to let go of things, and move forward. successful, Armstrong said, “You got to Leadership is something that Armstrong be a triple threat in the industry. A triple feels passionately about. “I don’t think that threat is that you know strategy, what it you can teach leadership,â€? she said. “I am takes to get it done; you understand the of the school of thought that leadership tactical execution, and the nuts and bolts is inherent, because if leadership was to a ‘T’; and then creativity. Creativity taught, that is kind of breaks through the like calculus. This is the “Carrying around anger is like clutter, engages your [carrying around] hot rocks; consumers and engway to do it. That is not your leadership. you are the only one who will ages your audiences That is somebody else’s internally. You need to get burned.â€? leadership style you habe a triple threat. Don’t ve adopted. So I believe that leadership just be a one horse pony and focus on only is intrinsic, it is organic, you either have it one thing.â€? She added that practitioners or you don’t. When you walk into a room need to further develop their own skill are you trying to meet people or cuddle in sets, especially writing. “Opportunity may a corner? Can you speak truth to power? come knocking for some practitioners, but Can you take the criticism and keep it some people still rely heavily on certain moving? I mean those are the real signs of things that get them by and not continue leadership.â€? to develop their own skill set.â€?

Armstrong cites transparency and fairness as her strongest leadership [The ‘It Factor’] But Armstrong believes there is attributes. “You know where you stand something more in leadership, too. She with me. There are no hidden agendas. calls it the “It Factor.� “The ‘It Factor’ is There is no, say one thing, then say when you walk into a room does someone something else behind your say, ‘Who is that? Who are you?’ It is that back,� she said. When asked ‘It Factor’ that comes in. And so some how her colleagues would page 17

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describe her, Armstrong said, “They would more than likely VD\ WKDW 6KDQQHOOH LV ÀUP EXW fair. No nonsense, and really knows the business.” Armstrong showed her inner leadership when she said, “And you wouldn’t work for me, you work with me, everything as a team. That is what really motivates me.”

Armstrong appears to see every day as a gift, and a chance to overcome new challenges. In the morning, “I am starting my day, it is a great day and I don’t know what the universe has for me,” she said.

I don’t know what my challenges are going to be. I don’t know what my joys are going to be. I don’t know because it is a brand new moment.”

Regarding her best advice to new practitioners, Armstrong shared some wisdom from her father. “Someone may try to slow you down, but they can’t stop you unless you want them to,” she said.

Judging from the determination that is apparent in her practice, Armstrong is not going to slow down until she has left a legacy of leadership in her wake. You can be sure that no matter what challenges may be in store for Armstrong, she will just “keep moving it forward.”

Kelly E. Backus Bachelor of Arts, Advertising Hometown: Pensacola, Florida page 18

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7 Z L U O L Q J 0 R U H 7 K D Q - X V W 5 L I O H V ZLWK HPSOR\HHV FOLHQWV DQG PHQWRUV )LQDOO\ %DWHPDQ LV LQQRYDWLYH +H·V ZLOOLQJ WR H[SHULPHQW ZLWK ZKDWHYHU FKDQJHV DUH QHFHVVDU\ IRU WKH SXEOLF UHODWLRQV LQGXVWU\ WR EHWWHU PDUNHW LWVHOI DV D FRPSHOOLQJ FDUHHU FKRLFH WR D ODUJHU PRUH GLYHUVH JURXS RI FROOHJH JUDGXDWHV 7KHUHIRUH %DWHPDQ H[HPSOLÃ&#x20AC;HV WKH YDOXHV DQG FKDUDFWHULVWLFV RI D OHDGHU LQ WKH SXEOLF UHODWLRQV Ã&#x20AC;HOG Abby R. Orr Bachelor of Science, Marketing Hometown: Montgomery, Alabama

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Jeff Beringer

Senior Vice President, Digital Practice Leader, GolinHarris

Retain

Beringer is up front about the perception some hold of the industry and said, “Our profession is misunderstood in some circles.

Many mistakenly think of PR professionals as spin doctors who appear on television, defending people who probably shouldn’t EH GHIHQGHG LQ WKH ÀUVW SODFH µ +H FRQWHQGV the role of public relations is to get at the heart of what makes each organization unique and tell its stories authentically.

Technology is reshaping the PR business, and Beringer believes the dialogue [PR Isn’t About Spin] Every public relations professional knows which “open” channels stimulate keeps that their responsibility to their clients and communicators honest. “We’re in the midst their ethical obligations are the lifeblood of a great transformation, and many in our of their profession. Beringer referenced, ÀHOG DUH JHWWLQJ D TXLFN HGXFDWLRQ RQ WKH GolinHarris founder, Al Golin, as an example new ‘rules’ of communication. There’s no of a successful practitioner who possesses room for spin or disingenuous speak. “impeccable integrity.” The value that Authenticity is more important than Beringer places on integrity can be traced ever before.” through every step of his career. your foundation. That is the theme interwoven throughout the life and career of Jeff Beringer. Like Marlon Brando and Henry Fonda before him, Beringer found his way from Omaha, Nebraska to a different kind of life in a different kind of city. Whether in Los Angeles, Dallas or Chicago, Jeff Beringer has been a key player in the digital media revolution of the public relations industry.

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Another fundamental belief of prepared. No matter the tool, technology his professional work resonates or tactic, PR initiatives should always in that clear-cut mentality: VXSSRUW VSHFLĂ&#x20AC;F FRPPXQLFDWLRQV QHHGV FOLHQWV Ă&#x20AC;UVW 7KH SXUSRVH RI KH DQG and higher order business objectives.â&#x20AC;? his teamâ&#x20AC;&#x2122;s work within the GolinHarris &OLHQWV Ă&#x20AC;UVW FOLHQW IRFXVHG WKHUH¡V QR agency is, â&#x20AC;&#x153;To move the needle on the confusion. Success is seen in the fact that, clientâ&#x20AC;&#x2122;s businessâ&#x20AC;Śin a way thatâ&#x20AC;&#x2122;s ethical as Beringer put it: â&#x20AC;&#x153;Our job is to serve our DQG WKDW UHĂ HFWV WKH HVVHQFH RI HDFK clients, and thatâ&#x20AC;&#x2122;s how we color it.â&#x20AC;? organization or brand.â&#x20AC;? Beringer makes it clear that there should be no confusion, [Us, Not I] no question of practitioner intention; the When asked about personal accompclient is the primary benefactor of the lishments, one might be struck by Beringerâ&#x20AC;&#x2122;s professional exchange. â&#x20AC;&#x153;In the end, having frequent use of â&#x20AC;&#x153;usâ&#x20AC;? that resounds far those harder discussions with clients and above the â&#x20AC;&#x153;I.â&#x20AC;? Humility in the public relations giving them the right Ă&#x20AC;HOG LV QRW D FRPPRQ counsel based on your â&#x20AC;&#x153;The one thing that kills attribute among its gut and what you know people in this industry, frankly, leaders, but Beringer LV ULJKW ZLOO EHQHĂ&#x20AC;W WKHP wears it proudly (or the is over-speaking things.â&#x20AC;? and ultimately your relhumble equivalent). ationship. Relationships between prac- His noted â&#x20AC;&#x153;personalâ&#x20AC;? accomplishments titioners and clients are built on mutual were those he depicted as team efforts. trust and respect. Both PR pros and those Cited most recently was his creation we represent need to foster an open and implementation of a professional exchange of ideas.â&#x20AC;? education platform for GolinHarris titled This client-focused mentality can too Dialogue University.

It provides every easily pit the present needs against future GolinHarris member, from executive to possibilities. Beringer would agree that too intern, the chance to receive hands-on, RIWHQ ORQJ WHUP QHHGV DUH VDFULĂ&#x20AC;FHG IRU continuing education in the perpetually ´VKRUW WHUP Ă DVK Âľ SDUWLFXODUO\ LQ WKH GLJLWDO changing world of public relations. age. He related one particular experience: Beringer may have helped conceive it, but â&#x20AC;&#x153;Over the past few years, itâ&#x20AC;&#x2122;s been hard heâ&#x20AC;&#x2122;s quick to point out that many people to pick up an industry publication without collaborated to make it work. the mention of blogs and social media.

While he may not boast about it, Many organizations jumped into the fray %HULQJHU DQG KLV Ă&#x20AC;UP KDYH D JUHDW GHDO WR of social media when they werenâ&#x20AC;&#x2122;t suitably be proud of. In 2007, GolinHarris teamed page 30

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up with Nintendo to launch the gaming and cultural phenomenon of Wii. That same year GolinHarris was awarded the trifecta of public relations awards: PR Weekâ&#x20AC;&#x2122;s Agency of the year, Editors Choice of PR Week, and Paul Homesâ&#x20AC;&#x2122; Agency of the Year. When referencing what the future might hold, he noted: â&#x20AC;&#x153;How we top that, none of us know, but weâ&#x20AC;&#x2122;re certainly going to try.â&#x20AC;?

[â&#x20AC;&#x153;Trustmark, Not Trademarkâ&#x20AC;?]

Al Golin is not a CEO of mythical proportions, whose subordinates know only by a picture or plaque. If you linger around the &KLFDJR RIĂ&#x20AC;FHV RI *ROLQ+DUULV ORQJ HQRXJK you should be able to catch a glimpse of this self-created public relations icon. Jeff Beringer related the stories of his CEO with affection and admiration. Over 50 years ago the agency started with a single cold call from Golin to Ray Kroc, founder of McDonaldâ&#x20AC;&#x2122;s. A bit of convincing and a $500 monthly retainer later birthed McDonaldâ&#x20AC;&#x2122;s Ă&#x20AC;UVW SXEOLF UHODWLRQV HIIRUWV OHG E\ *ROLQ 7KLV initially concerned McDonaldâ&#x20AC;&#x2122;s CFO, who couldnâ&#x20AC;&#x2122;t justify $500 payments for press and publicity.

This relationship has surely grown over time, though the lessons learned are invaluable. Golin resonates a 50-year-old truth of trust through his corporation today, often referring to the â&#x20AC;&#x153;trust bank.â&#x20AC;? This belief embraces the philosophy of building a trust bank over years. According to Beringer,

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Fun Facts: Favorite travel destination: -Western coast of Italy or Bavaria Dream job as a kid: -To be an architect or engineer Best PR advice: -If you really believe in an idea, GRQ¡W EH DIUDLG WR Ă&#x20AC;JKW IRU LW Favorite movie: -â&#x20AC;?The Insiderâ&#x20AC;?

Three things never without: -Blackberry, MacBook & sunglasses

â&#x20AC;&#x153;The idea is essentially that in good times you make deposits into a trust bank, you do good things for the community and contribute as a good corporate citizen.

These investments build preference for your brand, trust in your organization, so that in challenging times you can draw from that trust bank.â&#x20AC;?

Beringer cited McDonaldâ&#x20AC;&#x2122;s responsible action in the health and wellness debate a couple years ago: â&#x20AC;&#x153;As some consumers began questioning healthy eating choices, McDonaldâ&#x20AC;&#x2122;s was able to communicate its dedication to choice and healthy options, combined with physical activity. page 31

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As a company McDonaldâ&#x20AC;&#x2122;s has Simply put: Jeff Beringer enjoys his job. done many of good things over A student posed a question of whether the years for the communities they should seek their passion or their â&#x20AC;&#x153;True in which it operates, and consumers North,â&#x20AC;? as author Bill George describes. were more open to listening to Beringer replied that a person really has to McDonaldâ&#x20AC;&#x2122;s side of the story.â&#x20AC;? Trust has Ă&#x20AC;JXUH RXW ´ZKDW KH RU VKH HQMR\V ZKDW JHWV truly been a foundation for GolinHarris, you out of bed in the morning.â&#x20AC;? The career and is expressed in their mission statement: spans the need for success or income, itâ&#x20AC;&#x2122;s a â&#x20AC;&#x153;GolinHarris is dedicated to building long- personal investment. Furthermore, Beringer term partnerships based on mutual trust,â&#x20AC;? HQFRXUDJHV LQGLYLGXDOV WR Ă&#x20AC;QG D FDUHHU and equally emulated in their employees. WKDW WKH\ SHUVRQDOO\ Ă&#x20AC;QG VWLPXODWLQJ ´\RX With both being evidences of success.

FRPH LQWR WKH RIĂ&#x20AC;FH DQG LW¡V QRW VR PXFK In Al Golinâ&#x20AC;&#x2122;s book, â&#x20AC;&#x153;Truth or a job as it is an adventure.â&#x20AC;? His passion rings Consequences,â&#x20AC;? a CEO who was inter- true in his enthusiasm and conversation. viewed told employees It is evident that he â&#x20AC;&#x153;Perseverance really that the companyâ&#x20AC;&#x2122;s does not merely toil, he pays off.â&#x20AC;? trademarks were not progresses. as important as their In addition to personal â&#x20AC;&#x153;trustmarkâ&#x20AC;? with customers. This truth of trust IXOĂ&#x20AC;OOPHQW FRPHV WKH DELOLW\ WR QHWZRUN has had the positive trickle-down effect and A necessary skill, whether grown or is a cornerstone for the success that both uncovered, is aligning with other people Golin and Beringer have experienced. inside your organization and business partners. This networking capability is invaluable. â&#x20AC;&#x153;Itâ&#x20AC;&#x2122;s important to understand [What Gets You Out of Bed?] With the aforementioned humility, one where the seats of power are in every could be quick to believe that Beringer organization,â&#x20AC;? Beringer said, â&#x20AC;&#x153;and know might not recognize his own success. Most how to make your point of view known recently in March 2008, he was promoted with the right decision makers.â&#x20AC;?

Lastly, comes the ability to articulate to Senior Vice President of GolinHarris, effectively. â&#x20AC;&#x153;One thing that kills people in recognizing his ascent as a thought leader in the industry. His achievement can this industry, frankly, is over-speaking. Iâ&#x20AC;&#x2122;ve certainly be attributed to hard work and seen so many great ideas get squashed talent, but dig a little deeper and one might because they werenâ&#x20AC;&#x2122;t communicated well. discover additional characteristics that set The ability to articulate a thought quickly can mean the difference between a him apart in this competitive industry. page 32

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program getting approved or dismissed.â&#x20AC;?

The ability to build coalitions and relationships, along with strong interpersonal communication skills are two critical elements for those entering the public UHODWLRQV Ă&#x20AC;HOG %HULQJHU FDOOV IRU PRUH academic training in these areas to help prepare the industryâ&#x20AC;&#x2122;s future leaders.

As current senior vice president of an acclaimed international public relations agency, Beringer did not rely on favors or lofty friends, he simply had initiative.

Malcolm Gladwellâ&#x20AC;&#x2122;s book, â&#x20AC;&#x153;The Tipping Point,â&#x20AC;? discussed how small changes may have profound effects. Beringer fondly discusses his own Tipping Point: â&#x20AC;&#x153;After moving my family twice to support my [Perseverance Drives Performance] career, I followed my wife to Texas to support ´2IWHQ WLPHV WKH LGHDV ZH KDYH WR Ă&#x20AC;JKW her aspirations. While I was still working for hardest for have the biggest potential DQRWKHU Ă&#x20AC;UP *+ KDG D VL]HDEOH SUHVHQFH to impact a clientâ&#x20AC;&#x2122;s business,â&#x20AC;? Beringer in Dallas. I made a couple phone calls and met with the managing said. â&#x20AC;&#x153;Perseverance is â&#x20AC;&#x153;PR adds real value when we director of the region. really important from folks at all levels of the serve as strategic counselors, Ultimately, that meeting set the stage for me to not just arms and legs to organization. If you bemove to GolinHarris and lieve in an idea, be execute tasks.â&#x20AC;? to later build and lead SUHSDUHG WR Ă&#x20AC;JKW IRU our digital group.

I think identifying those it respectfully. Perseverance really pays off.â&#x20AC;? In addressing his personal recipe for opportunities, making some calls and success, he lists: integrity, curiosity, and meeting the right people with the right perseverance. Practitioners need to have vision was a big tipping point for me.â&#x20AC;?

Beringer has created success in his life thick skin and be able to lobby for things from his hard work ethic. A piece of that they believe in. â&#x20AC;&#x153;I think a lot of people in our business was creating and maintaining a personal try to take short cuts or settle for â&#x20AC;&#x2DC;averageâ&#x20AC;&#x2122; UHOHYDQFH LQ WKH Ă&#x20AC;HOG +LV LQWHUHVWV LQ GLJLWDO thinking. The strongest relationships in PR are media allowed him to create a niche for built around practitioners and clients who himself. â&#x20AC;&#x153;Iâ&#x20AC;&#x2122;ve worn a lot of different hats openly exchange ideas, and arenâ&#x20AC;&#x2122;t afraid inside the industry. I started out on the to disagree. The people who win show up traditional PR side managing traditional every day to push for whatâ&#x20AC;&#x2122;s in the long-term media programs, running mobile interest of their clients. PR adds real value tours, supporting whatâ&#x20AC;&#x2122;s hiswhen we serve as strategic counselors, not torically been our â&#x20AC;&#x2DC;coreâ&#x20AC;&#x2122; business. I basically carved out a just arms and legs to execute tasks.â&#x20AC;? page 33

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niche for myself in the digital “Curiosity propels people in this industry and social media world when ahead. People who are intellectually about 10 years ago clients curious…are going to stay ahead of the EHJDQ DVNLQJ KRZ GLJLWDO PHGLD ÀW trends. They are going to be invaluable into the PR mix. Like many others, I saw inside of organizations in a time of great this as a huge opportunity. One of the ways communication transformation.” This founthat I’ve been able to get ahead in public dation for learning was implemented during relations is to try a lot of new things and his undergraduate studies. He recalled expose myself to different pieces of the PR “a certain journalism professor who took puzzle. As communication becomes more great pride quizzing students about the integrated and there’s less differentiation top stories du jour from the major daily between marketing disciplines, I’ve also newspapers…While some students were IRXQG LW EHQHÀFLDO WR ORRN IRU RSSRUWXQLWLHV sure to glance at the headlines before outside of what many entering his classroom, “There’s no room for spin or others clearly didn’t dimight traditionally define as PR.” ve any deeper into the disingenuous speak.

Authenticity is more important newspaper than the drink specials listed on [Serial Curiosity] than ever before.” the back of the sports Curiosity may have SDJH $QG WKH\ SDLG IRU LW ,W·V GLIÀFXOW WR killed the cat, but it undoubtedly birthed success of the PR practitioner. Intellectual be an effective communicator if you don’t curiosity is a fundamental element for have a deep understanding of the news success in public relations, especially in environment.”

These professors, though some might the digital media niche that Beringer has say forcibly, intended to stimulate curiosity skillfully carved out for himself. His curiosity is professionally and personally evident, and awareness. This habit continues on and one quality is obvious: he hungers a daily basis in his scanning of countless for knowledge. His reading list spans all traditional news sources, and additionally, periodicals from economics to travel hundreds of RSS feeds and social media to health; one might call him a virtual outlets he peruses for the next big idea.

One might argue that laziness could inhibit intellectual renaissance man.

When discussing the three important curiosity, but in Beringer’s case that is not characteristics of public relations prof- an issue; he maintains a renaissant pursuit, essionals today, along with integrity both professionally and personally, for the and perseverance he includes curiosity. bigger, better, newest, and next. page 34

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Beringer displays it on a personal level, believes curiosity must be an organizational value, starting at the top. â&#x20AC;&#x153;Our chief executive is an intellectually curious guy.

When Second Life was hot, he created KLV RZQ SURĂ&#x20AC;OH EHFDXVH KH ZDQWHG WR experience it himself. Heâ&#x20AC;&#x2122;s genuinely interested and sets a good example by investing personally to understand new opportunities.â&#x20AC;? Beringer believes this kind of participation from leaders is critical to GULYLQJ LQQRYDWLRQ LQ WKH Ă&#x20AC;HOG DW DOO OHYHOV A brief conversation with Beringer quickly leads one to believe that he is intellectually curious in all of life. His conversational German is evidence of the fact that travel is not only a professional â&#x20AC;&#x153;hobby,â&#x20AC;? but a personal one, too. He is a self-described â&#x20AC;&#x153;serial mover,â&#x20AC;? having changed homes and hometowns frequently. In the past 10 years Beringer has lived in Chicago twice, Los Angeles and Dallas. He and his wife â&#x20AC;&#x153;have found great excitement moving into new communities and exploring the best each city has to offer.â&#x20AC;?

Clearly, Beringer has passion for the industry and possesses an ethical XSULJKWQHVV DQG VHOĂ HVV PHQWDOLW\ +H has a vigor for these facets of his life and profession that is contagious. Beringer has proven himself as an exemplary professional LQ WKH Ă&#x20AC;HOG DQG SRVVHVVHV WKH YHUVDWLOH professional and personal attributes to allow him to become an exemplary leader, too.

C o n s i s t e n c y Alicia B. Bogdanoff Bachelor of Science, Psychology Hometown: Whittier, California

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Robert Christie

Vice President of Communications, Dow Jones & Company

Robert

Christie, current vice president of communications at Dow Jones & Company, found public relations practice largely by accident. In fact, one could say the practice found him. &KULVWLH ZHQW WR 0DQVĂ&#x20AC;HOG 8QLYHUVLW\ RQ a football scholarship. He was a formidable center for the Mountaineers. However, his football career was short-lived, as his hopes of becoming a star college athlete were dashed following a career-ending shoulder injury.

Christieâ&#x20AC;&#x2122;s ambitions, however, were QRW VR HDVLO\ VWLĂ HG +H GLG QRW JLYH XS RQ his passions, and he continued to pursue one of his greatest interests--sports. Christie said, â&#x20AC;&#x153;I was avidly interested in sports, and , ZDQWHG WR ZRUN LQ WKH 0DQVĂ&#x20AC;HOG 8QLYHUVLW\ Sports Information Department and for the school newspaper as a reporter. I ended up doing both. I enjoyed the writing and editing

of the student newspaper and the sports of the Sports Information Department.â&#x20AC;? His success in these endeavors paved the way for his career in public relations.

Christieâ&#x20AC;&#x2122;s hardworking attitude and competitive nature, coupled with his love of sports, afforded him the opportunity WR ZRUN XQGHU D KLJKO\ LQĂ XHQWLDO PHQWRU and secure the underpinnings of a promising career in public relations. After Ă&#x20AC;QLVKLQJ FROOHJH KH DVVXPHG SRVLWLRQV at several large businesses. Recently, he was designated one of PR Weekâ&#x20AC;&#x2122;s â&#x20AC;&#x153;Top XQGHU Âľ SURIHVVLRQDOV LQ WKH Ă&#x20AC;HOG ,Q short, Christie is well on his way to having his name permanently inscribed on the roll of outstanding public relations leaders.

[Getting to Know Robert Christie]

In his 18 years as a public page 45

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r e l a t i o n s p r a c t i t i o n e r, the personal accomplishments... seeing Christie landed positions at strategies put into action and the end powerhouse companies like results. You can really see the cause and Sony and General Motors before effect, and that is extremely rewarding.â&#x20AC;? assuming his position at Dow Jones. While Christie described public relations At Sony, he revised the way his company as largely a behind-the-scenes job communicated to the media at the DQG GLIĂ&#x20AC;FXOW WR TXDQWLI\ KH DOVR VWDWHG Consumer Electronics Show. He stated, that practitioners are â&#x20AC;&#x153;instrumental in â&#x20AC;&#x153;We developed strategy in how key establishing externally and internally the announcements were made, and, after agenda of the company.â&#x20AC;? those announcements were made, how According to Christie, one of the most the media were managed. The whole challenging aspects of public relations is process became much more cohesive communicating the value of the practice and media friendly.â&#x20AC;? to top executives. â&#x20AC;&#x153;Most organizational With GM, Christie management does â&#x20AC;&#x153;Companies know when they learned that consumers not understand what donâ&#x20AC;&#x2122;t have good PR. Thatâ&#x20AC;&#x2122;s PR is. Companies know were frustrated that the auto manufacturerâ&#x20AC;&#x2122;s when they donâ&#x20AC;&#x2122;t have when they appreciate it.â&#x20AC;? concept cars were not good PR. Thatâ&#x20AC;&#x2122;s when available for purchase. He effectively they appreciate it. When they have good communicated the need for top PR, they largely donâ&#x20AC;&#x2122;t know it and donâ&#x20AC;&#x2122;t management to produce these vehicles appreciate it.â&#x20AC;? He said that practitioners for public use. By listening to consumers and must earn the respect of management conveying their desires to management, and gain some authority to act in order he helped take GM concept cars from the to be successful and to develop enduring showroom to the conveyor belt. leadership skills.

Currently, Christie plays multiple roles Christie reported that the best advice at Dow Jones, including promoting The he has ever given or received is â&#x20AC;&#x153;never lie Wall Street Journal, crisis management, to the media and never sit on a story.â&#x20AC;? He media relations and strategizing and believes that effective media relations are communicating with internal and external at the core of public relations, and solid, constituents. productive relationships can be developed Christie reported the most rewarding by making events and announcements DVSHFW RI KLV FDUHHU LV WKH VHQVH RI IXOĂ&#x20AC;OOPHQW media friendly and by helping the media gained from a job well done. â&#x20AC;&#x153;For me, itâ&#x20AC;&#x2122;s construct stories about the organization. page 46

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He explained, â&#x20AC;&#x153;Most people have a disdain for the media. They feel like theyâ&#x20AC;&#x2122;re getting their hands dirty by working with them. Positioning, communicating and getting to the theory of what a plan should accomplish is all important, but itâ&#x20AC;&#x2122;s not nearly as valuable if you donâ&#x20AC;&#x2122;t get good publicity from it. The media is an incredible resource--the only way a PR practitioner can do his or her job effectively is to appreciate the role of the media and strive to form a positive working relationship with it.â&#x20AC;?

[â&#x20AC;&#x153;Knowing a Little About a Lotâ&#x20AC;?]

Christie said that effective public relations practice demands a holistic group of skills, including â&#x20AC;&#x153;superb understanding of the organization, awareness of current events, constituents, customers, management and subordinates, and knowing when and how to be assertiveâ&#x20AC;?. In short, successful practice entails â&#x20AC;&#x153;knowing a little about a lot, and a lot about a few things.â&#x20AC;? Christie explained that education can aide in creating a holistic knowledge of the world and more effective practice.

Christie earned his bachelorâ&#x20AC;&#x2122;s degree in communications from Mansfield 8QLYHUVLW\ +RZHYHU KH H[SODLQHG WKDW HOHFWLYH FODVVHV ZHUH HTXDOO\ LQVWUXPHQWDO LQ VKDSLQJ KLV FDUHHU +H VSHFLĂ&#x20AC;FDOO\ FLWHG humanities, foreign language, business and economics, sociology, theater, mass communications and political science

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Fun Facts: Interesting fact: -He went to college on a football scholarship Favorite travel destination: -Paris, France Hobbies: -Golf, sports & cooking Dream job as a kid: -To be an airplane pilot Three things never without: -Blackberry, cell phone & I.D.

courses. Taking such courses exposed him to diverse cultures, experiences and perspectives, which helped him become the leader he is today.

[A Changing Landscape]

According to Christie, the evolution of technology and a changing political landscape are the two major developments that affect public relations today. â&#x20AC;&#x153;When I started working in PR in 1990, the ways we communicated were completely different from the ways we communicate today,â&#x20AC;? he said. â&#x20AC;&#x153;You never heard of Blackberries or email. page 47

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The fax machine was how people communicated-I havenâ&#x20AC;&#x2122;t used a fax machine in years. The only thing you can do now is embrace technology, try to understand it and leverage it to your EHQHĂ&#x20AC;W Âľ As for the dynamic political landscape, Christie said, â&#x20AC;&#x153;Politics, politicians and the tone and temperament of the country affect everything. I donâ&#x20AC;&#x2122;t know how much we can do about that.â&#x20AC;?

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WKHVH WZR TXDOLWLHV DUH ´DW WKH FRUH RI 35 they are the basic building blocks and, ZLWKRXW WKHVH TXDOLWLHV SUDFWLWLRQHUV ZLOO never be able to do their jobs effectively.â&#x20AC;?

Christie believes that approximately 90 percent of what it takes to be an effective leader can be learned. The keys to developing leadership skills, according to Christie, include learning from mentors --those already experienced in the profession--learning from mistakes and gaining WKH FRQĂ&#x20AC;GHQFH WR OHDG RWKHUV &KULVWLH PHW %RE %ODNH KLV PRVW LQĂ XHQWLDO PHQWRU GXULQJ KLV Ă&#x20AC;UVW MRE [The Qualities that â&#x20AC;&#x153;I learn from my mistakes. I will in public relations. â&#x20AC;&#x153;Blake Matter] never make them again, and embodied everything When asked to cite I will never get down about that I wanted in my own the professional skills RU SHUVRQDO TXDOLWLHV the things I have done wrong career, from personal integrity to a consistent that contribute most throughout my career.â&#x20AC;? professional and someto his success in public UHODWLRQV &KULVWLH Ă&#x20AC;UVW QDPHG SDWLHQFH one who excelled at every aspect of his and media relations. â&#x20AC;&#x153;As a whole, I am career,â&#x20AC;? said Christie. â&#x20AC;&#x153;Blake had a wide not patient. I had to learn from being range of experience, having met every around people who were very successful President from Truman to Reagan. He at a young age.â&#x20AC;? Learning from mistakes made the profession an enjoyable career.â&#x20AC;?

UHTXLUHV SDWLHQFH DQG DQ XQGHUVWDQGLQJ Christie said that Blake is the reason he that perfection does not happen overnight. pursued a career in public relations and is 3DWLHQFH WKHQ LV D TXDOLW\ WKDW DOORZV still in the industry today.

Christie also said that mistakes are the a person to focus on the task at hand, sources of his greatest learning experlearn from mistakes and take the time to iences. â&#x20AC;&#x153;I learn from my mistakes,â&#x20AC;? he said. understand clients and their needs.

7KH VHFRQG TXDOLW\ PHGLD UHODWLRQV â&#x20AC;&#x153;I will never make them again, and I will UHTXLUHV ´KDYLQJ D FRPPDQG RI KRZ PHGLD never get down about the things I have function, what they need and how to work done wrong throughout my career.â&#x20AC;? He with them effectively.â&#x20AC;? Christie stated that went on to reference the value of learning page 48

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from the mistakes of peers and mentors. successful career in public relations.

The ability to learn from personal mistakes $FFRUGLQJ WR &KULVWLH VDFULĂ&#x20AC;FH RIWHQ and the mistakes of others, and rebound means â&#x20AC;&#x153;taking a better job.â&#x20AC;? While taking a IURP WKRVH QHJDWLYH FRQVHTXHQFHV ERRVWV EHWWHU MRE PD\ QRW VRXQG OLNH VDFULĂ&#x20AC;FH KH FRQĂ&#x20AC;GHQFH DQG HQKDQFHV SURIHVVLRQDO explained that â&#x20AC;&#x153;the better job often pays development. less money.â&#x20AC;? For example, the â&#x20AC;&#x153;better jobâ&#x20AC;? :LWKRXW VHOI FRQĂ&#x20AC;GHQFH LW LV LPSRVVLEOH LV XVXDOO\ RQH WKDW SURYLGHV TXDOLW\ KDQGV WR ZLQ WKH FRQĂ&#x20AC;GHQFH RI RWKHUV 7KLV LV on experience and the opportunity to work ZK\ VHOI HIĂ&#x20AC;FDF\ LV DQRWKHU FRPSRQHQW with a powerful mentor, as opposed to one of leadership. Christie pointed out that that offers a hefty pay check. In the end, OHDGHUV QRW RQO\ UHTXLUH WKH FRQĂ&#x20AC;GHQFH the â&#x20AC;&#x153;better jobâ&#x20AC;? will almost always pay off. of their subordinates and peers, but also that of top management. â&#x20AC;&#x153;If those around [Setting the Standard] PH GR QRW KDYH FRQĂ&#x20AC;GHQFH LQ PH WKH\ In the wake of organizational meltwill never buy into any downs such as Enron â&#x20AC;&#x153;Successful practice entails and Tyco, Dow Jones & recommendations I suggest.â&#x20AC;? knowing a little about a lot, Company is an organWhat can young and a lot about a few things.â&#x20AC;? ization regarded by professionals do to hone many as a model for their own leadership skills and abilities? effective business practices. This is largely According to Christie, development be- due to its high organizational standards. gins early in a career, usually within a According to Christie, each January, the few years after college. This provides the FRPSDQ\ UHGHĂ&#x20AC;QHV LWV FRGH RI FRQGXFW individual time to gain experience and which outlines policies of personal behavior knowledge of the industry. Practitioners DQG HWKLFV 'RZ -RQHV UHTXLUHV HDFK also have to â&#x20AC;&#x153;be willing to be successful and every employee to sign this yearly and adopt a long-term perspective,â&#x20AC;? agreement. because success in the industry does not Christie explained that the companyâ&#x20AC;&#x2122;s occur overnight. Aspiring public relations policies and expectations are written practitioners need the foresight to plan for in black and white, and there is no and even anticipate future events. Finally, misunderstanding among empaspiring young professionals must be willing loyees about what will happen if WR VDFULĂ&#x20AC;FH :KHWKHU WKH VDFULĂ&#x20AC;FH FRPHV they violate this strict code. He from personal or professional realms, it is believes strongly in setting high almost always necessary for a serious and self-standards, citing integrity page 49

I t â&#x20AC;&#x2122; s

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as the one value at the core of his professional practice. â&#x20AC;&#x153;I never lie. I never cheat.

I never steal,â&#x20AC;? he said. Dedication to his own personal code of conduct aligns with Dow Jonesâ&#x20AC;&#x2122; strong statement of professional values. â&#x20AC;&#x153;Personal and organizational values go hand in hand,â&#x20AC;? he said. â&#x20AC;&#x153;If we are not operating from the same baseline, we cannot produce a product that is so highly regarded as The Wall Street Journal.â&#x20AC;?

[What the Future Holds]

While Robert Christieâ&#x20AC;&#x2122;s name is not among the college football greats, it is increasingly recognized within the public relations profession. He acknowledges that KLV Ă&#x20AC;UVW MRE IRXQG KLP DQG WKDW WKHUH ZDV D little luck involved in his career. However, Christie saw the potential for an outstanding career in public relations and worked to improve his abilities as a practitioner. His competitive nature, media relations skills, comprehensive knowledge of the industry and strong ethical orientation have combined to produce professional success and recognized leadership capabilities.

Brinkley L. Clanton Bachelor of Arts, Psychology Hometown: Thomasville, Alabama

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) L U V W & O D V V & R P P X Q L F D W L R Q V

Howard Clabo

0DQDJHU 0HGLD 5HODWLRQV )HG([ 6HUYLFHV

[Leading by Example]

AOO ZRUN DQG QR SOD\" 1RW LQ WKH RIÃ&#x20AC;FH

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of Howard Clabo, manager of go-toPDUNHW PHGLD UHODWLRQV IRU )HG([ 6HUYLFHV Mixing hard work with fun, he has emerged DV D OHDGHU LQ SXEOLF UHODWLRQV ZKR XVHV KLV FUHDWLYLW\ DQG H[FHSWLRQDO FRPPXQLFDWLRQ VNLOOV WR GHOLYHU Ã&#x20AC;UVW FODVV UHVXOWV KH·V WKH ´JR WRµ JX\ IRU FRPPXQLFDWLRQV Not taking himself too seriously, but VHULRXVO\ HQRXJK LV RQH ZD\ WR GHVFULEH &ODER $V D FKLOG KH ZDQWHG WR EH D VWDQG XS FRPHGLDQ 3HUKDSV DQ REYLRXV FRQQHFWLRQ EXW ZKHQ DVNHG WR PHQWLRQ VRPHWKLQJ KH GRHV HYHU\GD\ WR HQKDQFH KLV ZRUN SHUIRUPDQFH &ODER VLPSO\ VWDWHG ´ODXJK µ %XW WKDW·V MXVW RQH VLGH RI &ODER 7KH other side is a driven professional looking >,QWHUQDWLRQDO ([SHULHQFH@ WR PD[LPL]H WKH VXFFHVV RI KLV FRPSDQ\ $IWHU MXVW D IHZ \HDUV LQ +H XQGHUVWDQGV WKH EXVLQHVV KH·V LQ DQG WKH LQGXVWU\ &ODER·V FDUHHU

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) L U V W & O D V V & R P P X Q L F D W L R Q V took a giant leap forward UHODWLRQV FRUSRUDWH FRPPXQLFDWLRQV ZKHQ *&, *URXS DSSRLQWHG Ă&#x20AC;QDQFLDO FRPPXQLFDWLRQV DQG PHUJHUV him general manager at its DQG DFTXLVLWLRQV 7KHVH H[SHULHQFHV KDYH RIĂ&#x20AC;FH LQ 0H[LFR &LW\ 7KH PRYH helped shape his ability to lead, while also WKHUH ZDV DQ LQFUHGLEO\ YDOXDEOH KHOSLQJ KLP XQGHUVWDQG WKH PDQ\ DVSHFWV RSSRUWXQLW\ DFFRUGLQJ WR &ODER ZKR RI FRPPXQLFDWLRQV ´:KHQ \RX ZRUN LQ JDLQHG H[SHULHQFH PDQDJLQJ SHRSOH FRPPXQLFDWLRQV \RX UHDOO\ KDYH WR EH DEOH DQG OHDUQLQJ Ă&#x20AC;UVWKDQG DERXW WKH FXOWXUDO to understand a little bit of everything,â&#x20AC;? said LVVXHV RI FRPPXQLFDWLRQV $GGLWLRQDOO\ &ODER &ODER¡V YDULHW\ RI ZRUN H[SHULHQFHV KH UHDOL]HG WKH JURZLQJ LPSRUWDQFH RI has helped him understand the industry at JOREDO FRPPXQLFDWLRQV JLYLQJ KLP D QHZ D PXFK KLJKHU OHYHO SHUVSHFWLYH RI WKH EXVLQHVV 7R PDNH WKLQJV HYHQ PRUH FKDOOHQJLQJ WR >/HDGHUVKLS ([FHOOHQFH LQ 35@ the young professional,

$ F F R U G L Q J WKH RIĂ&#x20AC;FH LQ 0H[LFR ´:KHQ \RX ZRUN LQ WR &ODER H[FHOOHQW City was an underFRPPXQLFDWLRQV \RX UHDOO\ OHDGHUVKLS LQ SXEOLF performing operation, UHODWLRQV FRPELQHV ´D have to be able to PHDQLQJ FKDQJH ZDV strong understanding understand a little bit of DEVROXWHO\ HVVHQWLDO of the business, a strHYHU\WKLQJ Âľ ´:KHQ , WRRN RQ WKH ong understanding of *0 UROH WKHUH ZDV DQ FRPPXQLFDWLRQ VWUDW LPPHGLDWH QHHG WR DGGUHVV WKH VWDIĂ&#x20AC;QJ HJ\ DQG D KHDOWK\ DPRXQW RI FUHDWLYLW\ Âľ VLWXDWLRQ LQ WHUPV RI ZKHUH UHVRXUFHV &ODER GHDOV ZLWK D YDULHW\ RI SHRSOH HDFK ZHUH IRFXVHG DQG WKH WUDLQLQJ IRU WKRVH GD\ FRPPXQLFDWLQJ LQWHUQDOO\ ZLWK )HG([ SRVLWLRQV Âľ VDLG &ODER ´, ZDQWHG WR PRYH employees, as well as externally with the TXLFNO\ WR JHW ZKDW ZDV QHHGHG GRQH EXW PHGLD 7KXV KH SODFHV D KHDY\ HPSKDVLV LQ WKH SURFHVV OHDUQHG D YHU\ LPSRUWDQW RQ HIIHFWLYH FRPPXQLFDWLRQ VWUDWHJ\ lesson about managing people through FRPELQHG ZLWK JRRG OLVWHQLQJ VNLOOV +H FKDQJH Âľ 7KDW OHVVRQ ZDV WKH LPSRUWDQFH KDV WR EH DEOH WR FRPPXQLFDWH ZLWK DQG RI FRPPXQLFDWLQJ FKDQJH WR RWKHUV XQGHUVWDQG GLIIHUHQW SHUVSHFWLYHV 7R GR H[SODLQLQJ ZK\ FKDQJH LV QHHGHG DQG this, he talks in the language of the business, making sure employees are aware of their VR WKDW HYHU\RQH KH GHDOV ZLWK FDQ H[SHFWDWLRQV XQGHUVWDQG WKH VWUDWHJ\ DQG REMHFWLYHV RI 7KURXJKRXW KLV FDUHHU &ODER KDV ZRUNHG WKH RUJDQL]DWLRQ LQ D ZLGH UDQJH RI 35 DUHDV LQFOXGLQJ PHGLD ([FHOOHQW OHDGHUV KDYH D QXPEHU page 54

) L U V W & O D V V & R P P X Q L F D W L R Q V RI VNLOOV WKDW PDNH WKHP VXFFHVVIXO LQ D EXVLQHVV HQYLURQPHQW 7KH\ DUH ´SHRSOH who understand talent management, understand not only how to deliver results, but also understand how to build and grow DQ RUJDQL]DWLRQ Âľ VDLG &ODER $Q HVVHQWLDO FRPSRQHQW RI SXEOLF relations, and one that often goes without saying, is the need for fundamental VNLOOV &ODER VWUHVVHV WKH LPSRUWDQFH of both written and verbal forms of FRPPXQLFDWLRQ 7R EH VXFFHVVIXO LQ SXEOLF UHODWLRQV ´\RX QHHG WR KDYH WKRVH EDVLF skills and you have to be a good writer,â&#x20AC;?

VDLG &ODER *RRG FRPPXQLFDWLRQ KHOSV DQ RUJDQL]DWLRQ FRRUGLQDWH LWV REMHFWLYHV DFURVV WKH FRPSDQ\ DV ZHOO DV HQKDQFLQJ VWUDWHJLF GHYHORSPHQW 7KH DELOLW\ WR DUWLFXODWH LV DQRWKHU LPSRUWDQW VNLOO LQ SXEOLF UHODWLRQV ´7KH DELOLW\ RI D FRPSDQ\ WR QRW RQO\ DUWLFXODWH LWV SURGXFWV WR LWV FXVWRPHUV EXW DOVR WR DUWLFXODWH RU PRWLYDWH LWV HPSOR\HHV WR deliver on the promise of the brand, has EHFRPH DQ LQFUHGLEO\ LPSRUWDQW SDUW RI KRZ EXVLQHVVHV DUH JRLQJ WR EH VXFFHVVIXO Âľ VDLG &ODER &ODER¡V FRQFHSW RI OHDGHUVKLS LV RQH WKDW FDQ EH DSSOLHG WR DQ\ LQGXVWU\ QRW MXVW SXEOLF UHODWLRQV +H EHOLHYHV OHDGHUVKLS is a learned skill, even for people born with QDWXUDO DELOLWLHV $QG ZKDW LV WKH EHVW ZD\ WR GHYHORS OHDGHUVKLS VNLOOV" ´:HOO WKHUH¡V no better way to do it than to lead,â&#x20AC;? said &ODER +H UHFRPPHQGV Ă&#x20AC;QGLQJ SURMHFWV

)XQ )DFWV 7R HQKDQFH ZRUN SHUIRUPDQFH -He laughs 0DJD]LQHV QHZVSDSHUV UHDG +DUYDUG %XVLQHVV 5HYLHZ :LOVRQ 4XDUWHUO\ 1HZ <RUN 7LPHV )LQDQFLDO 7LPHV +H VSHDNV WZR ODQJXDJHV (QJOLVK )UHQFK )DYRULWH WUDYHO GHVWLQDWLRQ )UHQFK 5LYLHUD 'UHDP MRE DV D NLG 7R EH D VWDQG XS FRPHGLDQ

UHJDUGOHVV RI WKH OHYHO ZKHUH \RX FDQ WDNH RQ D OHDGHUVKLS UROH Having a management that undersWDQGV WKH UROH DQG LPSRUWDQFH RI FRPPXQLFDWLRQ LV D KXJH DGYDQWDJH IRU SHRSOH ZRUNLQJ LQ WKH SURIHVVLRQ &ODER lists a number of ways to help others XQGHUVWDQG WKH UROH RI SXEOLF UHODWLRQV ´<RX KDYH WR EH D EXVLQHVV SDUWQHU <RX have to talk in the language of the business DQG WKH SULRULWLHV RI WKH EXVLQHVV <RX KDYH WR VKRZ KRZ \RX DUH DGGLQJ YDOXH +RZ LV ZKDW \RX¡UH GRLQJ EHQHĂ&#x20AC;WLQJ WKH RYHUDOO FRPSDQ\"Âľ One of the most rewarding DVSHFWV RI &ODER¡V MRE LV page 55

) L U V W & O D V V & R P P X Q L F D W L R Q V ´KDYLQJ D VHDW DW WKH WDEOH LQ FKDULVPDWLF JX\ , WKLQN WKRVH DUH WKH NLQGV WHUPV RI KHOSLQJ WR GHÃ&#x20AC;QH WKH RI WKLQJV WKDW \RX QHHG WR KDYH D VXFFHVVIXO organization and helping to RUJDQL]DWLRQ HVSHFLDOO\ DW WKLV VL]H µ EULQJ WKRVH VWUDWHJLHV WR OLIH DFURVV Clabo was also fortunate enough VR PDQ\ GLIIHUHQW DVSHFWV RI WKH WR KDYH DQ H[FHOOHQW UROH PRGHO HDUO\ EXVLQHVV µ +LV UROH DW )HG([ LV D YHU\ EURDG LQ KLV FDUHHU %UXFH %LVKRS WKH &)2 RI D one, allowing him to take on a range of FRPSDQ\ KH ZRUNHG IRU SUHYLRXVO\ KHOSHG UHVSRQVLELOLWLHV PDNLQJ KLV MRE LQ SXEOLF Clabo understand not only the business UHODWLRQV RQH RI H[FLWHPHQW DQG FRQVWDQW RI SXEOLF UHODWLRQV EXW DOVR WKH EXVLQHVV FKDQJH ZRUOG +LV DGYLFH WDXJKW &ODER WR YLHZ $ FUHDWLYH SHUVRQ KLPVHOI &ODER HQMR\V his profession from a variety of angles, PDQDJLQJ DQG ZRUN ZLWK RWKHU FUHDWLYH OHDUQLQJ WR EDODQFH WKH EXVLQHVV VLGH ZLWK SHRSOH ´, WKLQN WKHUH DUH D GLIIHUHQW VHW RI RWKHU HOHPHQWV OLNH FUHDWLYLW\ VNLOOV WKDW RQH QHHGV WR PDQDJH FUHDWLYH SHRSOH EHFDXVH \RX >$ 7HDP (IIRUW@ ´,·P D EHOLHYHU LQ ZRUNLQJ need to understand the Just like the FUHDWLYH SURFHVV µ KH hard, but also having fun at LPSRUWDQFH RI D JRRG VDLG ´6RPHWLPHV LW·V D WKH VDPH WLPH µ leader, having a great matter of, how do you team of employees yiePDLQWDLQ D VWUDWHJ\ DQG EDODQFH LW ZLWK OGV VXFFHVV IRU D FRPSDQ\ 3DUW RI &ODER·V WKH FUHDWLYLW\"µ $QG OHDYH LW XS WR &ODER VXFFHVV DW )HG([ FDQ EH DWWULEXWHG WR KLV WR GR WKH MRE +H XQGHUVWDQGV WKH FUHDWLYH DELOLW\ WR DVVHVV VNLOO DQG WDOHQW LQ RWKHUV SURFHVV DQG KRZ WR FRRUGLQDWH LW WR Ã&#x20AC;W WKH Finding the right mix of skills, talents, and REMHFWLYHV RI WKH FRPSDQ\ EDFNJURXQGV LV VRPHWKLQJ &ODER ORRNV A large part of his understanding for when hiring his employees, and he FRPHV IURP ZDWFKLQJ RWKHU OHDGHUV LQ KLV FRQVLGHUV WKH WHDP KH EXLOW DW )HG([ WKH Ã&#x20AC;HOG &ODER DWWULEXWHV D ELJ SDUW RI )HG([·V SURXGHVW DFKLHYHPHQW RI KLV FDUHHU favorable image to Bill Margaritis, FedEx 7KH UHODWLRQVKLS KH KDV GHYHORSHG FRUSRUDWH YLFH SUHVLGHQW RI ZRUOGZLGH ZLWK KLV WHDP DW )HG([ LV D JRRG LQGLFDWRU FRPPXQLFDWLRQV DQG LQYHVWRU UHODWLRQV RI WKH FRQWLQXHG DFKLHYHPHQW DQG ´%LOO KDV DQ LQFUHGLEOH XQGHUVWDQGLQJ RI WKH VWURQJ UHSXWDWLRQ RI WKH FRPSDQ\ ´, EXVLQHVV µ &ODER VDLG ´+H·V YHU\ FUHDWLYH think that people need to have a very He has a very strong understanding of good understanding of what their role in FRPPXQLFDWLRQ VWUDWHJ\ DQG KH·V D WKH RUJDQL]DWLRQ LV µ &ODER VDLG ´3HRSOH QHHG WR KDYH D VFRUHFDUG RI VXFFHVV³DQ page 56

) L U V W & O D V V & R P P X Q L F D W L R Q V XQGHUVWDQGLQJ RI ZKHWKHU RU QRW WKH\·UH 7KH LPSDFW RI WKH ,QWHUQHW LV D FKDQJH GRLQJ D JRRG MRE 3HRSOH QHHG JRRG Clabo has seen largely represented by new IHHGEDFN RQ DQ RQJRLQJ EDVLV RI KRZ SURIHVVLRQDOV HQWHULQJ WKH Ã&#x20AC;HOG ´7KH\ EULQJ WKH\·UH SHUIRUPLQJ $QG SHRSOH QHHG WR D GLIIHUHQW SHUVSHFWLYH DQG D GLIIHUHQW IHHO VXFFHVV LV FHOHEUDWHG DQG WKDW IDLOXUH XQGHUVWDQGLQJ RI ZKDW FRPPXQLFDWLRQV LV QRW WKH HQG RI WKH ZRUOG LW MXVW QHHGV WR FDQ GR µ VDLG &ODER ´/LVWHQLQJ DQG EH H[SORUHG LQWR ZK\ \RX IDLOHG µ understanding the next generation is 7KH HQYLURQPHQW RI D ZRUNSODFH FULWLFDOO\ LPSRUWDQW WR XV EHFDXVH WKRVH DOVR FDQ PDNH D KXJH GLIIHUHQFH LQ WKH DUH RXU QH[W FXVWRPHUV DQG WKRVH DUH RXU SHUIRUPDQFH RI LWV HPSOR\HHV ´,·P D QH[W HPSOR\HHV µ &ODER YDOXHV WKH LGHDV believer in working hard, but also having DQG SHUVSHFWLYHV RI IXWXUH JHQHUDWLRQV IXQ DW WKH VDPH WLPH µ &ODER VDLG ´6R , DQG VHHV WKHP DV D VLJQLÃ&#x20AC;FDQW RSSRUWXQLW\ think that our environment here is a really IRU WKH JURZWK RI SXEOLF UHODWLRQV JRRG EDODQFH RI IXQ DQG KDUG ZRUN µ ,Q %H\RQG WKH ,QWHUQHW &ODER LGHQW DGGLWLRQ WR Ã&#x20AC;QGLQJ WKDW LÃ&#x20AC;HG WZR RWKHU PDMRU ´3HRSOH QHHG WR IHHO VXFFHVV EDODQFH KRQHVW\ LV WKH GHYHORSPHQWV DIIHFWLQJ most important value LV FHOHEUDWHG DQG WKDW IDLOXUH SXEOLF UHODWLRQV WKH LQ &ODER·V SURIHVVLRQDO LV QRW WKH HQG RI WKH ZRUOG µ pressure of time and SUDFWLFH +H SRLQWHG the global mix of out that being honest with the people you FRPPXQLFDWLRQ ZLWK PHGLD UHODWLRQV 7KH work with, being honest with the media, SXEOLF UHODWLRQV SURIHVVLRQ RSHUDWHV and being honest with yourself are all hours a day, seven days a week, making the FUXFLDO HOHPHQWV LQ KLV SURIHVVLRQ LVVXH RI WLPH H[WUHPHO\ VLJQLÃ&#x20AC;FDQW :KHWKHU LW·V IROORZLQJ D GHYHORSLQJ VWRU\ RU VLPSO\ VHQGLQJ RXW DQ HPDLO WKH H[SHFWDWLRQ RI >0DMRU &KDQJHV LQ WKH 3URIHVVLRQ@ %HLQJ DEOH WR DGDSW WR FKDQJH LV DQ UHVSRQVH³WKH VSHHG RI UHVSRQVH³KDV LPSRUWDQW SDUW RI OHDGHUVKLS DQG LQ SXEOLF JURZQ H[SRQHQWLDOO\ UHODWLRQV FKDQJH LV RFFXUULQJ UDSLGO\ )URP PDQDJLQJ DQ RIÃ&#x20AC;FH LQ 0H[LFR &LW\ 2QH RI WKH PRVW VLJQLÃ&#x20AC;FDQW FKDQJHV LQ WR ZRUNLQJ IRU WKH JOREDO )HG([ FRUSRUDWLRQ WKH LQGXVWU\ LV WKH JURZWK RI WKH ,QWHUQHW FRPPXQLFDWLRQ DW D JOREDO OHYHO LV DQ ´<RX KDYH D SODWIRUP WR WHOO D PXFK PRUH LVVXH WKDW UHDOO\ KLWV KRPH ZLWK &ODER SRZHUIXO VWRU\ µ VDLG &ODER ´:H·UH DEOH ´:H WUXO\ DUH RSHUDWLQJ LQ D JOREDO WR WDUJHW YHU\ VSHFLÃ&#x20AC;F DXGLHQFHV ZLWK FRPPXQLFDWLRQV HQYLURQPHQW YHU\ VSHFLÃ&#x20AC;F VWRULHV DQG PHVVDJHV WKDW ZH ZKLFK KDV D ORW RI FKDOOHQJHV VLPSO\ FRXOGQ·W GR ZLWKRXW WKDW PHGLXP µ DQG RSSRUWXQLWLHV µ page 57

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Liliana Esposito Senior Vice President, Mercury Public Affairs

Working on a vegetable farm in Rhode

Island from age 14 through her college years and being raised by a single mother, Liliana Esposito learned early how hard you have to work to get things done. In fact, Espositoâ&#x20AC;&#x2122;s mother is the most important role model in her life and one of the smartest people she knows. Despite the fact that her mother was unable to attend college, she made sure that Esposito and her sister did. Working two or three jobs at a time, Espositoâ&#x20AC;&#x2122;s mother instilled the idea of a strong work ethic in her daughters. â&#x20AC;&#x153;If you are the person answering the phone or the person running the company, your work ethic is important, and it is personal to you as opposed to something WKDW LV VSHFLĂ&#x20AC;F WR D MRE Âľ (VSRVLWR VDLG Growing up, Espositoâ&#x20AC;&#x2122;s mother performed secretarial work; however, Esposito and her sister thought their mother ran the

company because she took such pride in her work and always acted as if her name was on the door. Only later in life did they realize their mother was not the companyâ&#x20AC;&#x2122;s CEO. She always did what needed to be done, though it might not have been included in her job description.

Esposito took her powerful childhood learning experiences and carried them throughout her career, which began inauspiciously.

[From Internship to Profession]

The only place Esposito received an interview for an internship while in college was at Burson-Marsteller, a leading public UHODWLRQV DQG SXEOLF DIIDLUV JOREDO Ă&#x20AC;UP She had no knowledge about the public relations industry prior to this time, but she knew that she liked to write, and she page 61

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liked public policy and public â&#x20AC;&#x153;The most challenging part is being affairs related news. When able to show a client what the end result is she realized there were jobs JRLQJ WR EH ,W FDQ EH GLIĂ&#x20AC;FXOW WR FRQYLQFH available that encompassed what them that they need to put their trust in she was interested in reading and you, and they need to put their budget learning about, she decided to make that resources in your hands. You have the her career. knowledge of what is possible, but it can After her tenure at Burson-Marsteller, be challenging to make the client see it Esposito took a job at Mars Incorporated, WKH VDPH ZD\ Âľ VDLG (VSRVLWR a global, family-owned business that One of the biggest weaknesses of produces snack foods, pet care products, public relations professionals, according food and drinks. She no longer felt as if she to Esposito, is believing that what they do was just playing at being a public relations is inherently valuable, irrespective of what professional, rather, the their clientsâ&#x20AC;&#x2122; needs are. responsibility was now â&#x20AC;&#x153;Work ethic is important, and When she was creating it is personal to you as on her shoulders. the government affairs opposed to something that is program, she had to prove that the plans [A Professional VSHFLĂ&#x20AC;F WR D MRE Âľ she developed would Challenge support the businessesâ&#x20AC;&#x2122; objectives. She had Accomplished] to show the value of what she was doing At Mars, Esposito took on what she by effectively communicating with her considered to be her biggest accomporganization, so they would understand lishment to date: building a professional the challenges they were facing as well public affairs network, a team that would as the opportunities they had to solve their monitor and react to federal and stateproblems. level government affairs challenges.

Her strong work ethic provided her with The strong work ethic her mother instilled the ability to complete her goal despite in her came into play when Esposito the fact that it took longer than she initially undertook this challenge. She had to do imagined. While she considers creating what she considered to be one of the most this program to be one of the biggest demanding aspects of her professionaccomplishments in her career, she also -demonstrating the business value of thinks she still could have done more, communications and government affairs although the company was happy with work. the results. page 62

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[The Importance of Being Smart]

Esposito feels that it is not so important how much education a person has, but rather the thirst for knowledge and the ability to think analytically about problems that is more important to professional success. â&#x20AC;&#x153;An education is crucial, but I think itâ&#x20AC;&#x2122;s more about the importance of intellectual curiosity and just being smart. I think you can be smart without a college education, and I think you can have 27 degrees and still not be smart. I think that your ultimate goal is to operate at the highest level of a company or organization, and those people are really smart and you need to be, too. If you canâ&#x20AC;&#x2122;t hold your own intellectually, you are not going to do well LQ WKLV EXVLQHVV Âľ (VSRVLWR VDLG Esposito received a bachelorâ&#x20AC;&#x2122;s degree in government and foreign affairs from the University of Virginia, and while she does not revisit her textbooks to solve the problems she encounters in her day-to-day world, her education did provide her with an appreciation for the political process and understanding of the history behind it. Collegeâ&#x20AC;&#x2122;s challenging intellectual environment provided her with the ability to think critically about problems and analyze the situations she faces in her career.

Esposito took a job at Mercury Public Affairs shortly after her tenure at Mars Incorporated. While working at Mercury, where she is now a senior vice president,

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Fun Facts: Most visited websites: -NYTimes.com, Politico.com, DrudgeReport.com, Slate.com, DailyNews.com, PerezHilton.com She was born in Bologna, Italy Dream job as a kid: -To be the secretary of state ,QĂ XHQWLDO 35 ERRN Âľ(DWV 6KRRWV /HDYHVÂľ Hobbies: -Skiing, anything outdoors, UHDGLQJ FRRNLQJ

she completed law school, where she learned more about how to reason and persuade someone to listen to her opinion, a valuable skill in the public relations profession. Esposito feels that law school was like learning a new language every day. She was challenged every time she went to class, and this has carried over into her leadership style and abilities.

When asked how her colleagues would describe her, Esposito replied, â&#x20AC;&#x153;I hope as a smart, hard-working individual who is completely invested in my clientsâ&#x20AC;&#x2122; VXFFHVV Âľ Utilizing the skills she acquired in college and in law page 63

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school, Esposito is 100 percent Ă&#x20AC;HOGV OLNH Ă&#x20AC;QDQFH ZKHUH WKH\ FDQ PDNH D invested in her clients and her lot of money right away and have a lot of co-workers. She is dedicated FDFKH LQ WKHLU SURIHVVLRQ Âľ (VSRVLWR VDLG to analytically thinking about and â&#x20AC;&#x153;It is a challenge for the public relations evaluating every aspect of her Ă&#x20AC;HOG WR PDNH VXUH ZH DUH JHWWLQJ RXU clientsâ&#x20AC;&#x2122; needs and successes. In addition, share of the smart folks and keeping them. she makes sure those who work with her are Keeping them engaged, challenged and challenged intellectually and engaged on LQ WKH Ă&#x20AC;HOG , KDYH VHHQ D ORW RI YHU\ VPDUW a day-to-day basis.

SHRSOH OHDYH WKH SXEOLF UHODWLRQV Ă&#x20AC;HOG â&#x20AC;&#x153;When you work for these large ZKLFK LV WURXEOLQJ Âľ corporations, you are also representing She stressed the importance of not DOO RI WKH HPSOR\HHV WKDW ZRUN IRU WKHP Âľ only being a practitioner, but also being said Esposito. â&#x20AC;&#x153;Those peopleâ&#x20AC;&#x2122;s jobs rely an effective manager. Effective leaders on the success of the need to know how to â&#x20AC;&#x153;I think you can be smart business and often manage their clients without a college education, communication and take care of the challenges can greatly business.

They also and I think you can have 27 DIIHFW WKDW Âľ GHJUHHV DQG VWLOO QRW EH VPDUW Âľ need to look out for those who work with them and to ensure they are learning and >$WWUDFWLQJ 5HWDLQLQJ 7DOHQW@ Esposito feels the biggest issue facing are developing professionally.

Esposito has made it a personal public relations leaders today is attracting and keeping the smartest people in the challenge to inspire those with whom she Ă&#x20AC;HOG ,W LV GLIĂ&#x20AC;FXOW LQ KHU PLQG WR UHWDLQ works. Having a strong vision and being quality professionals in the public relations able to inspire others to believe in that industry without challenging these people vision is how she feels that excellent leaders with the work they are given. Those who are able to motivate those who work with want to be successful in life have a need to them. be challenged, and if the public relations 6KH GHĂ&#x20AC;QHV DQ H[FHOOHQW OHDGHU DV executives in the world could effectively â&#x20AC;&#x153;someone who works as hard as everyone challenge those who are entering the under them and is seen always as leading profession, they will have a better chance the team by example. Someone who is not necessarily good at every discipline, but of retaining those bright, young minds. â&#x20AC;&#x153;Top talent coming out of undergrad- is very good at recognizing excellence in uate institutions have the ability to work in others and promoting that. A leader allows page 64

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the members of the team to excel in the being responsive to my clients and to my areas of their strengths which, makes the organization is important to me. Whether ZRUN SURGXFW EHWWHU IRU WKH ZKROH WHDP Âľ on the agency or corporate side, Iâ&#x20AC;&#x2122;ve Esposito values qualities in other leaders always focused on what needed to be like being tough but fair to those who work GRQH DV RSSRVHG WR ZKDW , KDG WR GR Âľ with her. Leaders who take time out of In short, Esposito has applied the work their schedule to mentor junior people and ethic and values she learned at an early teach them rather than simply telling them age throughout her professional career. how things are done.

She encourages those who are entering Honesty and integrity are also important the profession to be open-minded about to her leadership style, as well as central what they work on and who they work to her ethical core. While inspiring those with. She urges them not to get bogged around her to be the best they can be, down in the glitz and glamour of the public Esposito is constantly evrelations profession, â&#x20AC;&#x153;Some of the most aluating herself as a cobut rather to look more unglamorous industries and worker and as a leader. deeply, at how it can She examines what clients can often be the most actually help people she can do better and FKDOOHQJLQJ DQG UHZDUGLQJ Âľ and organizations. And assesses her weaknesses, to always focus on the so she will know her strengths when it comes team. time to work in a team. Esposito feels that â&#x20AC;&#x153;I would always pick the best team leaders share no particular trait, but she over the client with the most impressive thinks that being honest with herself and QDPH Âľ VKH VDLG ´)RFXV RQ ZRUNLQJ ZLWK her co-workers about her weaknesses is the really smart people, regardless of whether best way to genuinely lead those around the client is a household name; some of the her. most unglamorous industries and clients â&#x20AC;&#x153;Integrity, being honest with your clients can often be the most cha-llenging and and honest with the people that you work UHZDUGLQJ Âľ with [are at the core of my professional According to Esposito, the bottom line practice]. I think I could have succeeded WR Ă&#x20AC;QGLQJ VXFFHVV LQ WKH SXEOLF UHODWLRQV PRUH KDG , KDG EHHQ OHVV HWKLFDO DW WLPHV Âľ Ă&#x20AC;HOG VXUURXQG \RXUVHOI ZLWK VPDUW SHRSOH Esposito said. â&#x20AC;&#x153;That is just something that and always challenge yourself to be would not have been acceptable to better. She has managed to me. Having a strong work ethic, showing do that in her short professional up, going to work every day and always tenure. Not only has she been page 65

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successful and managed to challenge herself on a daily basis, she inspires those around her to challenge themselves as well.

S. Denise Donald Bachelor of Arts, Public Relations Hometown: Port Gibson, Mississippi

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Chris Finnegan

Vice President, Discovery Health Media Enterprise, Discovery Communications

The greats: Winston Churchill, JFK, Paul

individual talents.

For Finnegan, currently the vice president of communications for the Discovery Health and Discovery Kids cable networks, his 10 year climb to the top has been Ă&#x20AC;OOHG ZLWK XSV DQG GRZQV EXW WKH VXFFHVV he has found is based on four leadership principles: understanding audiences, leading by example, learning from every experience and working hard through times of uncertainty. These four principles were not something that he initially developed as an equation for success, but they have become something he has realized and wants to pass on to the public relations community.

Bear Bryant and Chris Finneganâ&#x20AC;Śwell maybe not quite yet. But this 31-year-old emerging public relations professional, who has worked at top agencies such as Ketchum, Hill & Knowlton and now Discovery Communications, is well on his way to becoming a legend of his own.

With childhood dreams of pounding the gridiron, Finnegan changed his direction when he realized that he had a talent for understanding people, being able to put himself in other peoplesâ&#x20AC;&#x2122; shoes. â&#x20AC;&#x153;Emotional intelligence,â&#x20AC;? as he likes to call it, is what he believes to be one of the top qualities for success in public relations. But being D PDQDJHU DQG D OHDGHU LQ DQ\ Ă&#x20AC;HOG LVQ¡W only about walking the walk or even talking [Audiences & Emotional the talk, itâ&#x20AC;&#x2122;s more about talking the walk Intelligence] --a combination of leading by example Knowing your audience, and having the ability to showcase your Finnegan said, was the

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best piece of advice he themselves, which is the second aspect ever received regarding of understanding audiences. Finnegan public relations. It can be a believes that emotional intelligence is complicated process, but the key one of the biggest ideas a public relations LV WR Ă&#x20AC;UVW XQGHUVWDQG ZKDW SXEOLF person needs to understand. Clients have relations practitionersâ&#x20AC;&#x2122; roles are in that many options as to where they can take process, and then understand how to their business, so to obtain and maintain â&#x20AC;&#x153;identify with someone other than yourselfâ&#x20AC;? that business, companies have to be certain by using emotional intelligence. they provide the best possible work. Clients The main goal of public relations prac- choose the agencies, not vice versa. This WLWLRQHUV DFFRUGLQJ WR )LQQHJDQ LV WR IXOĂ&#x20AC;OO means that a communication team will a goal for an organization â&#x20AC;&#x153;whether it be work with a variety of clients, targeting a someone that weâ&#x20AC;&#x2122;re representing as an variety of demographics. agency, or working in house with our latest For example, one of the TV shows that campaignâ&#x20AC;Śwhat we Finnegan worked on â&#x20AC;&#x153;Know everything about ZDQW WR GR LV Ă&#x20AC;JXUH RXW LI was a series called â&#x20AC;&#x153;Jon everything, and eat thereâ&#x20AC;&#x2122;s a goal, then how and Kate Plus 8.â&#x20AC;? The do we communicate breakfast, it makes the day concept for the show is messages were trying a couple, Jon and Kate, go so much better.â&#x20AC;? to get out to people who have one set of who need to hear them.â&#x20AC;? He also said twins and a group of sextuplets for a total SXEOLF UHODWLRQV SHRSOH KDYH WR ´Ă&#x20AC;JXUH RXW of eight children under the age of seven. where the audiences are that you want to The fact that this program is targeted reach, and where the best channels are towards women 25-54 with children, and to reach that audience.â&#x20AC;? Public relations Finnegan is a 31-year-old guy with no kids, people serve an important role in business suggests that he did not quite understand environments. In fact, Finnegan believes WKH PDUNHW DW Ă&#x20AC;UVW $IWHU H[WHQVLYH UHVHDUFK that â&#x20AC;&#x153;if all the PR people in the world and utilization of emotional intelligence, disappeared, it would be a lot harder to Finnegan and his team discovered their communicate, and people wouldnâ&#x20AC;&#x2122;t get audience and how to approach them. the information that they need when they As a result, communications and public need.â&#x20AC;? relations were key drivers in the show beFor companies to know who to reach coming the highest rated program on and how to reach them, they have to know Discovery Health and now one of cableâ&#x20AC;&#x2122;s how to identify with someone other than most-watched shows on sister network TLC. page 70

F a n t a s t i c [Leading by Example]

Another aspect of leadership in the profession is leading by example. In organizational settings, everyone has a boss they like or dislike at one time or another. Finnegan feels that having different leaders provides people the opportunity to learn from these individuals, whether good leaders or bad. Having a leader who completely embodies excellent leadership characteristics can EH EHQHĂ&#x20AC;FLDO WR DQ RUJDQL]DWLRQ VR WKDW others may try to emulate their actions. On the other hand, working in an organization where leadership is not present, people can often sense the leadership void, and productivity and morale may disappear.

In his own leadership style, Finnegan believes in a â&#x20AC;&#x153;horizontal management approach.â&#x20AC;? He said, â&#x20AC;&#x153;I donâ&#x20AC;&#x2122;t like to get caught up in titles, where the vice president does this, the director does this, the managers do this and the publicist does this. When you start thinking about that, youâ&#x20AC;&#x2122;re more occupied with what you shouldnâ&#x20AC;&#x2122;t do, or what you canâ&#x20AC;&#x2122;t do, than what you can do.â&#x20AC;? )LQQHJDQ VDLG KLV Ă&#x20AC;UVW HQFRXQWHU ZLWK someone who led by powerful example was a man named Jon Higgins, then the RIĂ&#x20AC;FH GLUHFWRU DW .HWFKXP LQ 6DQ )UDQFLVFR where Finnegan worked earlier in his career. Finnegan said that Higgins, â&#x20AC;&#x153;had such a great public persona... he was just someone who practiced what he preached

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Fun Facts: Interesting fact: -He has a great CD collection Three things never without: -iPod, wallet & cell phone Hobbies: -Following sports, pop culture, politics & seeing live music Best PR advice received: -Know your audience Dream job as a kid: -To play in the NFL

and had a lot of the positive leadership attributes that I mentioned.â&#x20AC;? As a leader, ´+LJJLQV SHUVRQLĂ&#x20AC;HG WKH YDOXHV WKDW KH ZDV trying to communicate to his audiences,â&#x20AC;? said Finnegan. This experience made him realize that â&#x20AC;&#x153;a leader or manager has the opportunity to set a tone in a company,â&#x20AC;? and Finnegan wanted to emulate that as much as possible as he moved forward in his career.

[Leveraging Opportunities to Learn] The third aspect of leadership in public relations has to do

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with leveraging opportunities boss even questioned whether he should so that they can be used as VWD\ LQ WKH SXEOLF UHODWLRQV Ă&#x20AC;HOG ´, ZDONHG learning devices. Finnegan RXW RI WKDW RIĂ&#x20AC;FHÂŤZLWK DQ HQRUPRXV FKLS believes that every opportunity on my shoulder,â&#x20AC;? he said. â&#x20AC;&#x153;And I vowed to should be used to learn something never receive a bad review again.â&#x20AC;? To this new, whether a good or bad experience. day, he has not. â&#x20AC;&#x153;That chip on my shoulder :KHQ SHRSOH IDLO Ă&#x20AC;QG RXW ZK\ WKH\ IDLOHG ended up being a pretty good motivator,â&#x20AC;?

ZKHQ SHRSOH VXFFHHG Ă&#x20AC;QG RXW ZKDW said Finnegan, â&#x20AC;&#x153;and every once in a while they did that helped them do so well. This I think about that time, and it still motivates DSSURDFK JLYHV SHRSOH FRQĂ&#x20AC;GHQFH LQ me.â&#x20AC;? He said that experience, plus his projects that they do so that the next time new found motivation, equaled â&#x20AC;&#x153;a magic can be successful. Earlier in his career, when formula,â&#x20AC;? and 10 years later, the math still )LQQHJDQ ZDV Ă&#x20AC;QDOO\ JLYHQ WKH RSSRUWXQLW\ works. to run his own project, he received Another learning experience has praise and recognition grown out of the ever â&#x20AC;&#x153;Itâ&#x20AC;&#x2122;s a matter of hard work, from his leaders for his changing media that work. This praise and his industry and all dedication and some long recognition motivated industries are currently hours.â&#x20AC;? him to receive that same facing. For public relapositive reinforcement on his next project. tions, however, the media are proving to The experience helped him learn that, now be a big part of everyday opportunities as a leader, he wants to â&#x20AC;&#x153;give people the and challenges from which professionals opportunity to run their own showâ&#x20AC;Śwhen it must learn. The media are no longer just works out, I make sure they know theyâ&#x20AC;&#x2122;ve TV, newspaper, magazines and radio. done a good job.â&#x20AC;? â&#x20AC;&#x153;Everything started changing with the Another situation in which Finnegan proliferation of the Internet,â&#x20AC;? said Finnegan learned from his experiences occurred who frequents Web sites like NYT.com, when he received a bad review from his metacritic, pitchfork, drudgereport and PDQDJHU 'XULQJ D SURMHFW DW KLV Ă&#x20AC;UVW SXEOLF (631 FRP ´,W¡V OLNH Ă&#x20AC;QGLQJ D QHHGOH LQ D relations job, his boss implemented a six- haystack sometimes communicating to month review where â&#x20AC;&#x153;truth be told [he] the new media,â&#x20AC;? according to Finnegan. could have been doing a better job.â&#x20AC;? When â&#x20AC;&#x153;Youâ&#x20AC;&#x2122;ve got 50 people looking at this blog, he received the review, the 22-year-old was 50 people looking at that oneâ&#x20AC;Śand thereâ&#x20AC;&#x2122;s surprised to see that he had earned a poor about a zillion different blogs out there.â&#x20AC;? job performance evaluation. In fact, his Dealing with this issue is all about page 72

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´EHLQJ Ă H[LEOH DQG PDNLQJ VXUH WKDW \RX can continue to have your strategy and your outreach evolve in a parallel pattern with the media,â&#x20AC;? he said. In todayâ&#x20AC;&#x2122;s era RI ´566 IHHGV DQG *RRJOH DOHUWV , FDQ pick random topics that are of interest to me like my company, my network or my shows that Iâ&#x20AC;&#x2122;m promoting,â&#x20AC;? said Finnegan, â&#x20AC;&#x153;and basically I leverage different search engines and any kind of mechanism that calls for the news for me.â&#x20AC;? Best advice? â&#x20AC;&#x153;Know everything about everything all the WLPH DQG HDW EUHDNIDVW LW PDNHV WKH GD\ go much better.â&#x20AC;?

IUDJPHQWHG 6SDQLVK KH ZDV RXW RI KLV comfort zone, but he asked questions, learned the culture and did his job. He recalled, â&#x20AC;&#x153;Itâ&#x20AC;&#x2122;s just hard going out there and being resourceful and trying to understand WKH SHRSOH DV TXLFNO\ DV SRVVLEOH Ă&#x20AC;JXULQJ out what are the tricks and what are the best ways to get the information you want in front of these people so they will act on it.â&#x20AC;? In the end, Finnegan put together an aggressive campaign to position this event and drive the media to it. As a result, he was able to double the expected attendance DW WKH HYHQW ZKLFK VROLGLĂ&#x20AC;HG KLV UHSXWDWLRQ as a professional. â&#x20AC;&#x153;Always see chaos as an Finnegan believes [Dealing With opportunity to be a leader that uncertain times Uncertainty] and problems provide and show your skills.â&#x20AC;?

7KH Ă&#x20AC;QDO DVSHFW RI people the opportunity leadership in public relations, according to emerge as true leaders. These times to Finnegan, has to do with how people provide people with the opportunity to deal with stress and stressful situations. shine through chaos and establish their Finneganâ&#x20AC;&#x2122;s advice: â&#x20AC;&#x153;Remain cool when reputation in the professional arena. things get uncertain.â&#x20AC;? Times of uncertainty Reputation, Finnegan said, is one of the are inevitable, but the key is, â&#x20AC;&#x153;Instead of most important things in the world. Through freaking out and going to the coffee room reputation and using skills, people can set and being nervous with your friends,â&#x20AC;? themselves apart from others and shine Finnegan said, â&#x20AC;&#x153;always see chaos as an through as a leader. opportunity to be a leader and show your Although things have changed dramskills.â&#x20AC;? atically for Finnegan since his days as a )LQQHJDQ H[SHULHQFHG WKLV Ă&#x20AC;UVW KDQG busboy at 14, he said success now is all when he was put in charge of an important about letting people know what you SKDUPDFHXWLFDO PHHWLQJ LQ 6ZHGHQ can do for them. â&#x20AC;&#x153;By saying targeting worldwide medical journalists. from day one that I know what With his second language being only a my strengths and skills sets page 73

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are, anything I don’t know, can emerge as leaders, and leaders can I’ll learn as quickly as possible emerge as greats. and I’ll work to improve my Catherine E. Edwards weaknesses. From there it’s all a Bachelor of Arts, Public Relations matter of hard work, dedication Hometown: Paducah, Kentucky and some long hours.”

Finnegan said he has seen this in current leaders at Discovery Communication.

David Leavy, Discovery Communications’ executive vice president of communications and corporate affairs, is a “very good ambassador in terms of articulating the values of public relations to the key decision makers at Discovery,” Finnegan said. “He practices and preaches the power of communications to the decision makers of the company, which ultimately trickles down so that people understand the vital role that communications people play for the company.” Finnegan believes that Leavy is a role model for “how a CEO/ communication practitioner relationship should work.”

Because public relations professionals wear many hats, it’s no wonder that they have different ideas about what FRQVWLWXWHV D SHUIHFW OHDGHU LQ WKH ÀHOG Finnegan, however, believes strongly in what he needs to do to be a leader in his professional life. His leadership formula includes the principles of understanding audiences, leading by example, using all experiences as a learning tool and keeping cool in times of stress. By adapting and using these four principles, professionals page 74

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Megan Frank

Vice President & Director of Public Relations, Allianz Global Investors

â&#x20AC;&#x153;Everything Iâ&#x20AC;&#x2122;ve ever learned in my career has been from strong leaders and strong managers.â&#x20AC;? Megan Frank said her knowledge and experiences came from â&#x20AC;&#x153;being in the trenches,â&#x20AC;? living it and always doing what she feels is right. She relied on everything she had ever learned during one â&#x20AC;&#x153;trenchâ&#x20AC;? moment that fell on a fateful Tuesday.

[Not Just Any Other Day]

Frank worked for Morgan Stanley, the largest tenant of the World Trade Center.

7KDQNIXOO\ KHU RIĂ&#x20AC;FH ORFDWHG LQ WKH VHFRQG tower, was empty on September 11, 2001.

When the planes hit, she and the rest of her WHDP ZHUH DW WKHLU 0LGWRZQ RIĂ&#x20AC;FH WKH\ KHOG weekly global conference calls that were always conducted on Tuesdays. Frank can still remember the immediate reactions after hearing about the attacks. Phones

rang off the hook while everyone in Morgan Stanleyâ&#x20AC;&#x2122;s Corporate Communications grRXS RIĂ&#x20AC;FH ZRUNHG IUDQWLFDOO\ WR EHJLQ managing the largest crisis the company and the country had ever seen.

Knowing that going home to hide that day and the weeks following was not an option, Frank threw it into high gear and exhibited great courage and determination for her company. As Frank said, â&#x20AC;&#x153;That was really a time and experience where you had to step up and lead by example.â&#x20AC;? She couldnâ&#x20AC;&#x2122;t have been more FRUUHFW 7KH Ă&#x20AC;UVW WKLQJ RQ WKH DJHQGD handle the hundreds of calls that came into Morgan Stanleyâ&#x20AC;&#x2122;s Communication group RIĂ&#x20AC;FH ´:H ZHUH MXVW VR LQXQGDWHG ZLWK calls, as you can imagine, calls from clients, from employees, employees from other companies that didnâ&#x20AC;&#x2122;t know who to call.â&#x20AC;? She page 77

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remembers people calling [Crisis Management at Its Best] and telling her that they were Frank and her team were immediately MXVW RQ WKH SKRQH ZLWK D IULHQG thrown into many situations in which they who was in one of the towers, and each became leaders at Morgan Stanley. the call was suddenly cut off. It must ´,W ZDV D GHĂ&#x20AC;QLQJ H[SHULHQFH ZKHUH KDYH EHHQ H[WUHPHO\ GLIĂ&#x20AC;FXOW WR WKHQ WHOO you kind of stepped into your own and those worried callers that she had no idea had to be a leader and had to lead the of the whereabouts of those people. â&#x20AC;&#x153;It organization, lead our CEO, and lead this was very challenging, very exhausting, but I battered group of employees.â&#x20AC;? Frank said think it was really an experience where, not the goal of her team was to get Morgan MXVW PH EXW P\ HQWLUH WHDP UHDOO\ VWHSSHG Stanley back to business as usual and to up to the challenge and led by example. make it to a day where they could go into Thereâ&#x20AC;&#x2122;s no way that we would have been ZRUN DQG WKH Ă&#x20AC;UVW WKLQJ HYHU\RQH WDONHG able to get through it, and do what we about would actually be something other needed to do, if we werenâ&#x20AC;&#x2122;t all working than September 11th. together as part of a Morgan Stanley event´, DP D MDFN RI DOO WUDGHV Âľ team and really leading ually reached its goals, the company.â&#x20AC;? but one thing had to For many weeks following the attacks, be done before the company and its Megan Frank and her colleagues continued routine were completely back to normal. to feel the aftermath. They worked tirelessly On the day of the attacks, a group of dispelling rumors, putting out press releases Ă&#x20AC;QDQFLDO DGYLVRUV IURP DFURVV WKH FRXQWU\ DQG ZHUH WKH Ă&#x20AC;UVW FRPSDQ\ WR VHW XS DQ was attending a Morgan Stanley training 800 number for employees to call. Those class being held in Two World Trade. Most were only some of the many tasks that had of these new advisors were fresh out of become part of the everyday to-do list at college and many had never been to New Morgan Stanley. Days like this went on for <RUN :KHQ WKH Ă&#x20AC;UVW SODQH KLW WKH\ ZHUH PRQWKV +RZHYHU LW ZDV WKDW Ă&#x20AC;UVW ZHHN WKDW forced to evacuate the building. Once Frank remembers as the most grueling. â&#x20AC;&#x153;We they were actually out of the building, ZHUH LQ WKH RIĂ&#x20AC;FH HYHU\ VLQJOH GD\ XQWLO many were stranded in the city. By the time RU R¡FORFN WU\LQJ WR Ă&#x20AC;QG RXU HPSOR\HHV Âľ they all returned to their homes, they had It was a week where it seemed that every become local celebrities who were sought VLQJOH VHFRQG ZDV D GHĂ&#x20AC;QLQJ H[SHULHQFH out constantly for interviews.

In normal circumstances, this might be good news. The problem was, though, page 78

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that Morgan Stanley had a strict policy on who could talk to the press. â&#x20AC;&#x153;They ZHUH \RXQJ MXQLRU OHYHO SHRSOH ZKR KDG EHHQ HPSOR\HG E\ WKH Ă&#x20AC;UP IRU PRQWKV LI anything. They werenâ&#x20AC;&#x2122;t necessarily the ideal spokespeople that we would have wanted to put forward.â&#x20AC;? And may of these trainees were doing interviews with their local press without getting approval from Corporate Communications. In one instance, for example, a trainee made a statement to his local newspaper suggesting that Morgan Stanley might not be able to stay in business. Frank remembered CNN picking up on that and reporting that Morgan Stanley was closing up shop!

In the end, it was decided that they be allowed to do the interviews. â&#x20AC;&#x153;We basically let them do the interviews because we thought it would be a cathartic experience for them to talk about it,â&#x20AC;? Frank said. She managed every interview opportunity and coached trainees for those interviews. â&#x20AC;&#x153;Thereâ&#x20AC;&#x2122;s nothing in my mind that I could ever think about experiencing that would come close to dealing with that situation,â&#x20AC;?

Frank said. â&#x20AC;&#x153;Getting through that crisis, I think, prepared me for anything that would be thrown at me. It was horrible, but also RQH RI WKRVH GHĂ&#x20AC;QLQJ H[SHULHQFHV Âľ

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Fun Facts: 'UHDP MRE DV D NLG -A veterinarian Favorite food: -Cheese Interesting fact: -She loves to play poker & recently won a poker tournament Favorite music: -Classic rock or 80s To enhance work performance: -She reads the newspaper every morning

in her childhood. â&#x20AC;&#x153;My parents are my role models,â&#x20AC;? she said. â&#x20AC;&#x153;They have both demonstrated outstanding leadershipâ&#x20AC;&#x201D; both personally and professionallyâ&#x20AC;&#x201D;and have provided me with the building blocks I need to be successfulâ&#x20AC;&#x201D;again, both personally and professionally.â&#x20AC;?

She has played many different roles throughout her career. Frank said, â&#x20AC;&#x153;I am D MDFN RI DOO WUDGHV ,¡P WKH RQO\ SHUVRQ handling PR for Allianz Global Investors in the U.S. So, I get involved in everything from philanthropy to [From the Beginning] )UDQN KDV KDG KHU VKDUH RI GHĂ&#x20AC;QLQJ also managing our internal function.â&#x20AC;? experiences. Through them all, she communications has relied on a strong foundation built Her responsibilities with internal page 79

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communications include em- schoolâ&#x20AC;&#x2122;s career center, she found a public ployee communications, com- relations internship opportunity. Frank said, munications with her CEO â&#x20AC;&#x153;I had no idea what public relations was and liaising with Allianz head- because I went to a liberal arts college, so quarters in Munich and other Allianz ZH GLGQ¡W KDYH SXEOLF UHODWLRQV DV D PDMRU communications people worldwide.

RU FRPPXQLFDWLRQV DV D PDMRU Âľ 'HVSLWH KHU Though her title is vice president and lack of knowledge in the public relations director of public relations at Allianz Ă&#x20AC;HOG VKH PDGH D TXLFN GHFLVLRQ WKDW ZRXOG Global Investors, she did not wake up change her career path and life. â&#x20AC;&#x153;I sort of one day while a young child and say, â&#x20AC;&#x153;I EOLQGO\ WRRN WKLV VXPPHU MRE DQG HQGHG XS want to go into public relations and be a really liking it,â&#x20AC;? she said. vice president when I grow up.â&#x20AC;? In fact, The position was with one of New Yorkâ&#x20AC;&#x2122;s her passion throughout high school and ODUJHVW SXEOLF UHODWLRQV Ă&#x20AC;UPV 5XELQVWHLQ in her undergraduate Public Relations, and experience at Colgate â&#x20AC;&#x153;It was very challenging, very Frank spent most of University was math exhausting, but I think it was the summer working DQG VFLHQFH +HU Ă&#x20AC;UVW really an experience where, with the entertainment GHFODUHG PDMRU LQ FRO group. She worked on QRW MXVW PH EXW P\ HQWLUH lege was chemistry, and big events for big-name team really stepped up to she spent the summer clients, including Diana the challenge.â&#x20AC;? after her freshman Ross. The biggest event year working as a lab of her summer was assistant, where she ran tests hoping to working on Donald Trumpâ&#x20AC;&#x2122;s 50th birthday Ă&#x20AC;QG D OLQN EHWZHHQ D FHUWDLQ VSHFLHV RI celebration. She said that it ended up salamanders and the human heart. being a surprise party that he threw for When she realized that she was too himself, and if you can imagine, it was, well, extroverted and outgoing for a career XQLPDJLQDEOH 2QH RI KHU PDQ\ MREV IRU that required her to spend all of her time the evening was making sure the paparazzi in a laboratory, she stopped searching stayed in one room and didnâ&#x20AC;&#x2122;t sneak for a cure for heart disease and moved away to other areas that were off-limits to RQ WR PDMRU LQ SROLWLFDO VFLHQFH 6KH anyone but the celebrities who appeared returned from a semester abroad in Italy and followed the red carpet leading them WKH VSULQJ RI KHU MXQLRU \HDU LQ JUHDW QHHG into the Trump extravaganza.

RI D VXPPHU MRE $IWHU VHDUFKLQJ WKURXJK â&#x20AC;&#x153;I think working in all of these different MRE DQG LQWHUQVKLS RSSRUWXQLWLHV DW KHU industries let me focus on what I ultimately page 80

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IRXQG WR EH ZKDW , HQMR\ WKH PRVW Âľ )UDQN said. â&#x20AC;&#x153;So to anybody coming out of college, I highly recommend working at a PR agency where you have the opportunity to work on a lot of different accounts in a lot of different industries. So you can get your feet wet in a lot of different areas to focus on what youâ&#x20AC;&#x2122;re most interested in. I donâ&#x20AC;&#x2122;t think if I had had that experience I would have ended up where I am today.â&#x20AC;?

has already made up its mind, and try to address that reality.â&#x20AC;? She has witnessed instances, she said, when public relations professionals sat back and nodded their heads in agreement with whatever the executives or clients were expecting from a campaign or from media coverage of an issue. The problem, she said, was that the professionals never turned the tables and tried to explain what the truly realistic expectations were.

She said this skill is especially crucial [High Expectations] Management is an act that has been during crisis situations, when being on top crucial throughout Frankâ&#x20AC;&#x2122;s career. Manag- of things and being prepared to explain the reality of what is ing the expectations of â&#x20AC;&#x153;My parents are my role happening, and what company executives the public responses models.â&#x20AC;? and clients is one of may be, are two critical the most essential skills for excellent leaders in public relations. leadership abilities. â&#x20AC;&#x153;I donâ&#x20AC;&#x2122;t think you can To Frank, an excellent leader in public be prepared and put a plan in place in relations knows how to manage internally a crisis situation if youâ&#x20AC;&#x2122;re not having those and externally, as well as how to manage conversations and acting as a counselor to the expectations of clients and company your business executives or to your clients,â&#x20AC;? executives. She said, â&#x20AC;&#x153;I think thatâ&#x20AC;&#x2122;s a really Frank said. This has been particularly true important quality of somebody who is LQ WKH Ă&#x20AC;QDQFLDO VHUYLFHV LQGXVWU\ 6KH VDLG JRLQJ WR H[FHO LQ WKLV Ă&#x20AC;HOG ,W¡V DV PXFK â&#x20AC;&#x153;There are a lot of issues affecting the managing internally as it is managing industry,â&#x20AC;? she said. â&#x20AC;&#x153;The press loves to focus on the negative to a certain extent, and things externally.â&#x20AC;? â&#x20AC;&#x153;At Burson-Marsteller, we were taught \RX VRUW RI EHFRPH MDGHG DIWHU D ZKLOH LQ that perception is reality, and it really rings this industry.â&#x20AC;?

Frank said that the press loves scandals true,â&#x20AC;? Frank said. â&#x20AC;&#x153;Regardless of the facts, and helps to perpetuate them. if the public believes something to be true, you need to prepare and respond â&#x20AC;&#x153;When an issue arises where it as if it is.â&#x20AC;? In addition, she said, â&#x20AC;&#x153;You have looks like individuals are being to proceed assuming that [the public] harmed, or companies arenâ&#x20AC;&#x2122;t page 81

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doing whatâ&#x20AC;&#x2122;s in the best interest of their clients, [the media] sometimes reports on the issue without fully knowing the facts and sometimes without even talking to the company,â&#x20AC;? she said. This is when managing expectations and managing internally becomes even more important.

Frank said if you donâ&#x20AC;&#x2122;t stay on your toes, then the â&#x20AC;&#x153;next thing you know, you have a crisis on your hands and people have no idea whatâ&#x20AC;&#x2122;s going on.â&#x20AC;?

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achievement of company strategy. â&#x20AC;&#x153;Itâ&#x20AC;&#x2122;s kind of demonstrating over time the value of public relations and communications.â&#x20AC;?

That is exactly what Frank has done.

Working in the public relations industry without possessing any form of zeal for what you are doing is like expecting a fourway stop at the end of a dead-end road. â&#x20AC;&#x153;Thereâ&#x20AC;&#x2122;s a certain skill set and a distinct person that excels in PR. You really have to have a passion for this, and you have to be a strong communicator,â&#x20AC;? Frank said. â&#x20AC;&#x153;Iâ&#x20AC;&#x2122;ve GHĂ&#x20AC;QLWHO\ KDG WKRVH ERVVHV DQG PDQDJHUV who were not the best communicators, [Loving It] and you canâ&#x20AC;&#x2122;t be a stroAccording to Frank, â&#x20AC;&#x153;You really have to have a QJ OHDGHU VSHFLĂ&#x20AC;FDOO\ passion is yet another in public relations, if passion for this.â&#x20AC;? important aspect of youâ&#x20AC;&#x2122;re not a strong successful leadership, and sheâ&#x20AC;&#x2122;s passionate about her work. communicator.â&#x20AC;? To lead successfully in )UDQN VDLG VKH HQMR\V JRLQJ LQWR WKH RIĂ&#x20AC;FH WKLV Ă&#x20AC;HOG RQH PXVW KDYH SDVVLRQ IRU WKH everyday and reading the newspaper at value of public relations, passion for clients, her desk. She looks forward to what her passion for the news and for being a strong day will bring and learning about what is communicator.

Given her many responsibilities, Frank going on around her. â&#x20AC;&#x153;You really have to QHYHUWKHOHVV Ă&#x20AC;QGV WLPH IRU UHDGLQJ FODVVLFDO keep on top of things and on top of stories and trends. If you donâ&#x20AC;&#x2122;t have a passion for piano and Sudoku! â&#x20AC;&#x153;I have my blackberry WKDW DQG UHDOO\ HQMR\ FRPLQJ LQWR ZRUN DQG with me at all times. There could always be reading the newspaper, itâ&#x20AC;&#x2122;s not the right something. I mean, you never know whatâ&#x20AC;&#x2122;s going to come up.â&#x20AC;? It is this focus, and the Ă&#x20AC;HOG IRU \RX Âľ She is fervent about staying up-to-date HQWKXVLDVP IRU KHU MRE DW $OOLDQ] ZKLFK on the world so that she can lead public prove her love for her industry and career.

So what makes a great leader? Is it UHODWLRQV LQ KHU FRPSDQ\ DQG LQ KHU Ă&#x20AC;HOG 3DUW RI WKH MRE LV HGXFDWLQJ WKH FRPSDQ\ the ability to manage well? Is it having executives on the value of public relations courage and a steady hand during and how much it can contribute to the crises? Is it possessing a driving passion page 82

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throughout one’s career? It’s all of those things, according to Frank. And more. “Just leading by example is important, too,” she said. “If you have a manager that is really motivational and inspiring, there’s nothing stronger than that.”

Dana M. Edwards Bachelor of Science, Broadcast Journalism and Advertising Hometown: Carrollton, Georgia

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Andy Hilton

Director of Public Relations, ITT Corporation

Philadelphia

Phillies third basemen?

Architect? Public relations practitioner?

All of these career choices are ones that have run through the mind of Andy Hilton, whose journey to public relations started many years before he even knew about the profession.

Growing up in the small rural town of Milford, Pennsylvania, Hilton started working at age 13 at a local restaurant. This restaurant was owned by two homosexual men in the town, which, at the time, was DQ LGHQWLÀDEOH WUDLW RI WKH UHVWDXUDQW WR the people in the town. At this young age, Hilton was not familiar with the prejudices associated with homosexuality, and therefore was able to keep an open mind and use this job as a valuable learning experience. “I learned in that situation to be open-minded and accepting of all types of people, and to learn from their varied

perspectives,” Hilton said. The owners of the restaurant were accepting of him and educated him in ways far beyond a formal education. In addition, he was taught responsibility and given opportunities that turned out to be what he believes one of the most powerful learning experiences of his life. By working at this restaurant, he was able to see the world through open eyes, which led him to explore opportunities outside of the small town of Milford.

[Career Path]

His desire to see what the world had to offer led him to college at Syracuse University in New York. While at Syracuse, he began as a journalism student but wanted to combine that with a business focus. The hybrid of journalism and business led him to major in public relations. He said, “Public page 85

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relations suited my goals and ´7KDW JDYH PH D ORW RI FRQÀGHQFH DQG D my personality perspective. whole new vocabulary to go and talk to The most important thing for other leaders and be able to advance my me in my career was diversity in my career further.” day-to-day life, which could afford After six years at Peppercom, Hilton me interesting, diverse experiences.” returned back to Ketchum before starting Hilton thinks an education in public his current job as director of public relations UHODWLRQV KDV PDQ\ EHQHÀWV <RX DUH DEOH of ITT Corporation. “All of the things I did to build a network, initiated at the college after that experience, I don’t think that level, to further yourself in the industry. any of those things would’ve opened up Having a tie or contact in the industry is a to me if I didn’t have that fundamental KXJH DGYDQWDJH ZKHQ \RX·UH ÀUVW VWDUWLQJ experience at that restaurant, where my your career. The liberal arts education eyes were opened up to the world outside teaches you to be curious and ask a lot of that small town where I grew up.” questions in a learning environment, while also “The most important thing for [Steward of Company sharpening the tactical me in my career was diversity Reputation] part of your education, in my day-to-day life” These experiences have which are the writing KHOSHG WR GHÀQH +LOWRQ and editing skills. as a person and develop his career. Hilton Choosing public relations at Syracuse, mentioned that most recently in his job at and the network he built there, led Hilton ITT, he has realized a rewarding aspect of to an internship with Ketchum the summer corporate public relations. He describes between his junior and senior years of the communication and public relations college. Upon his graduation, Hilton was function as being the steward of the offered a full-time position as an assistant company’s reputation. As public relations account executive at Ketchum in New practitioners, it is our job to articulate, build York City. After working at Ketchum for and maintain the company’s reputation two years, his former boss brought him with employees as well as externally with over to Peppercom, where he had the the various stakeholders. To Hilton, this is a opportunity to open the San Francisco rewarding process, but it also has its own RIÀFH 7KLV RSSRUWXQLW\ DFFHOHUDWHG KLV set of challenges. One of the challenges career overnight from the normal agency that Hilton and many public relations progression to starting a new division of a practitioners face is being able to set a company effectively by himself. Hilton said, value on public relations because the page 86

E n g i n e e r e d function does not produce an easilymeasured product or service. Being able to demonstrate the value of public relations and help the public understand more about public relations is one of the rewarding aspects of being a practitioner. +LOWRQ VDLG ´, KDYH WKH EHQHĂ&#x20AC;W LQ P\ organization of an enlightened leadership team that inheritably â&#x20AC;&#x2DC;gets it,â&#x20AC;&#x2122; which makes my job a little easier.â&#x20AC;?

[Mentors & Leaders] Hilton has been fortunate to work with many excellent leaders throughout his experiences at different companies and organizations. He mentioned vision, patience, humility and being able to unite people around a single idea as the most important qualities of an excellent leader. â&#x20AC;&#x153;A good leader is going to have a holistic view of the organization and is going to view himself or herself as a business partner versus a tactician,â&#x20AC;? Hilton said. :KHQ GHĂ&#x20AC;QLQJ H[FHOOHQW OHDGHUV KH mentioned the examples of several leaders with whom he has worked. Tom Martin, former senior vice president and director of corporate relations at ITT Corporation, was at the top of his list. Martin is one of Hiltonâ&#x20AC;&#x2122;s mentors in public relations. Hilton Ă&#x20AC;UVW EHFDPH DVVRFLDWHG ZLWK 0DUWLQ HDUO\ LQ KLV FDUHHU DV ,77 ZDV +LOWRQ¡V Ă&#x20AC;UVW FOLHQW at Ketchum right out of college. â&#x20AC;&#x153;The best advice I could give to an emerging leader is to build and nurture a broad

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Fun Facts: Favorite book: -â&#x20AC;?All the Presidents Menâ&#x20AC;?

Hobbies: -Golf, skiing & being a dad Favorite movie: -â&#x20AC;?American History Xâ&#x20AC;?

Three things never without: -Blackberry, iPod loaded with family pictures & reading material Dream job as a kid: -Third baseman for the Phillies or an architect

professional network. Tom was the linchpin in my network. In addition to giving me sage advice about how to be a better practitioner, he has always been willing to put his web of relationships to work for me,â&#x20AC;?

Hilton said.

Hilton said that Martin once characterized the public relations function as being the â&#x20AC;&#x153;conscience of an organization,â&#x20AC;? which has inspired Hiltonâ&#x20AC;&#x2122;s approach to the business.

He tries to think about his work by gathering many different perspectives, being a great listener, and always being curious so that he can help the organization make better decisions by infusing a unique page 87

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perspective. helps that you like the people you work with More companies are placing and have fun doing it. According to Hilton, D KLJKHU YDOXH RQ WKH ÀHOG RI Flaherty also created a work environment public relations as the profession where people enjoyed coming to work is growing, but this has not always every day. been the case. According to Hilton, When asked if he had ever led by leaders like Martin, who are committed example, Hilton said, “I hope I do it everyto the growth and development of the day.” One particular way Hilton led by public relations function, “paved the way” example was when he opened up the and are the reason why public relations is San Francisco branch of Peppercom. “I’d seen as a higher management function like to think that I led with a vision of what in many companies today. “Tom Martin , ZDQWHG WKDW RIÀFH WR EH DQG ZDV DEOH is one of the best,” Hilton said. “He cares to rally a small, yet mighty, team behind immensely about the PH WR RSHQ WKDW RIÀFH future of this profession, “I learned in that situation to and help establish the be open-minded and evidenced by the fact agency in that important that he chose to use his market,” Hilton said. accepting of all types of retirement to continue The way Hilton is able people.” teaching the craft to to lead by example is the generation of leaders that will follow through humility in all aspects of his job. me and my peers. He’s one of a kind.”

“Humility, it’s probably the best trait that Rob Flaherty, a senior partner at I bring to leadership.” Hilton noted that it Ketchum, is another person Hilton cites is important to know your strengths and as an excellent leader. Hilton said that weaknesses in all aspects of your job. Hilton Flaherty always leads with character. But said, “You have to recognize when you’re in addition to character, Hilton said that wrong and not the expert in some situation, Flaherty “leads with a spirit of camaraderie and surround yourself with people who and with an energy that people rally are experts” in order to successfully reach around. He inspires the kind of commitment the organization’s goals. You will never be that would lead his teams to follow him able to succeed until you can admit your LQWR D ÀUH LI WKDW·V ZKHUH KH JXLGHG WKHP µ faults and that you’re not an expert in all These traits are sometimes overlooked situations. “Part of leadership,” he said, ”is DQG QRW QHFHVVDULO\ VWDQGDUG GHÀQLWLRQV being able to course correct your mistake for excellent leadership, but are certainly and right the ship back on the track that EHQHÀFLDO LQ D ZRUN HQYLURQPHQW ,W DOVR you’re heading as an organization. ” page 88

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Hilton instantly linked this sense of hum- points of view and experiences of others. ility to ITTâ&#x20AC;&#x2122;s chairman, Steve Loranger, and Concerning integrity, he noted that a KLV OHDGHUVKLS VNLOOV +H Ă&#x20AC;UVW GHVFULEHG public relations profession that loses his or Loranger as an individual who leads her integrity has no chance of long-term his company with a clear sense of his VXFFHVV LQ WKH Ă&#x20AC;HOG own personal values, and puts those to While discussing his personal values, he work everyday. Hilton then added that said that they were developed at home. â&#x20AC;&#x153;[Loranger] is extremely intelligent and has â&#x20AC;&#x153;My parents are very humble and respectful been very successful at ITT, which you have people who lived those values everyday to attribute partly to his ability to surround and engrained them in my siblings and himself with a team that can move ITT to me,â&#x20AC;? Hilton said. At the same time, college that next level in every aspect.â&#x20AC;? According friends and employers have also helped to Hilton, Lorangerâ&#x20AC;&#x2122;s ability to identify him develop these values. He said, â&#x20AC;&#x153;I just JUHDW OHDGHUV ZKR FDQ Ă&#x20AC;OO JDSV LQ KLV RZQ happen to gravitate to people who share capabilities is one of the those values and they â&#x20AC;&#x153;Humility, itâ&#x20AC;&#x2122;s probably the qualities that make him become reinforced.â&#x20AC;? a great leader and has Having a strong set of best trait that I bring to allowed him to achieve personal values is important leadership.â&#x20AC;? great success in his career. to keep in mind in your Like the other leaders Hilton mentioned, career. Sometimes client and organizational they are humble people who are experts JRDOV PD\ FRQĂ LFW ZLWK SHUVRQDO JRDOV in some areas, but surround themselves and you have to know where to draw the with people who are experts in other areas line in these areas. Hilton said, â&#x20AC;&#x153;ITT is an and therefore able to achieve success as extremely ethical organizationâ&#x20AC;? which he a team. indicated was one of the main reasons he joined the company. In the public relations industry, there are times that practitioners [Personal Values] Hilton said that he, too, uses a set of are sometimes going to come in contact personal values in his profession - humility, with challenges to their personal beliefs. integrity, and respect - which he thinks have Hilton said, â&#x20AC;&#x153;There are situations where contributed to his success in public relations. you have to step away from the situation Instead of ranking his set of values, he said and say, â&#x20AC;&#x2DC;Iâ&#x20AC;&#x2122;m not willing to do that,â&#x20AC;&#x2122; they are all weighed equally, linked and tied and put that piece of business together. Hilton stressed the importance of or that relationship at risk as a being respectful and accepting of diverse result.â&#x20AC;? In these situations, â&#x20AC;&#x153;you page 89

E n g i n e e r e d have to stay true to your values or you lose your credibility.

People who have a reputation for having great credibility and integrity stand out in this profession.

Perhaps that’s a sad commentary resulting from our profession’s long association with spin-doctoring, but it’s true,” Hilton said.

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reputation in an increasingly complex and fast-paced world of communication.

Hilton recognizes the direct impact most college graduates have now with their extensive knowledge and familiarity of the Internet as a source of acquiring and managing information.

While he didn’t gain an extensive business background in college, he has acquired it over his 11 years in the public [Understanding the Business] To enhance the importance of public relations industry. By devouring all types of relations within an organization, Hilton media everyday -- newspapers, magazines, foresees a need for practitioners to conquer television, and the Internet -- he enhances new challenges, which are associated with his work performance. He can apply his acquired skill set to the business aspects of an organization. Many “You have to stay true to your many different industries DQG ÀHOGV D PDMRU values or you lose your college graduates source of enjoyment do not have a broad credibility.” and satisfaction for him. understanding of how Hilton said that he enjoys immensely his businesses operate and succeed. Even though Hilton is mainly focused on the choice of occupations. In public relations, corporate side of public relations, he sees a he is able to take advantage of his natural QHHG IRU D EHWWHU XQGHUVWDQGLQJ RI ÀQDQFH internal clock, which seems to maximize for public relations personnel. He also late in the afternoon. The creative juices emphasized a need for “understanding VHHP WR ÁRZ EHWWHU LQ WKH DIWHUQRRQ IRU how businesses operate and make money; him, but being a late afternoon guy also XQGHUVWDQGLQJ WKH SURÀW ORVV SURSRVLWLRQ LV has its drawbacks for Hilton. By being tied very important.” Hilton views this as a means up at work in the afternoon, he isn’t able of jumpstarting a career and becoming to race home to his most important job -being a dad to his son Charlie. more vital to the employer.

In the future, Hilton believes that the Meredith B. Hall importance of public relations will slowly Bachelor of Arts, Telecommunication & Film evolve, becoming more and more Hometown: Montgomery, Alabama VLJQLÀFDQW DV FRPSDQLHV UHDOL]H WKH FKD llenges associated with managing a page 90

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Brian Hoyt

Vice President, Corporate Communications & Government Affairs, Orbitz Worldwide

â&#x20AC;&#x153;Everyone has a defense and everybody has a story,â&#x20AC;? said Brian Hoyt. â&#x20AC;&#x153;You need to understand that one of the beauties of America is our freedom of speech, that everyone deserves his or her day in court, and everybody deserves to defend themselves in the realm of public opinion as well.â&#x20AC;?

With this belief, Hoyt approaches each client and each job situation. Fashioning successful communication approaches from this framework, he has managed to continually serve Orbitz Worldwide as a critical team member in all facets of the companyâ&#x20AC;&#x2122;s successful growth.

As a young man, the course of Hoytâ&#x20AC;&#x2122;s life was dramatically altered after viewing WKH GRFXPHQWDU\ Ă&#x20AC;OP ´7KH :DU 5RRP Âľ 7KH GRFXPHQWDU\ FKURQLFOHG %LOO &OLQWRQ¡V political campaign as he fought for his presidential win in 1992. â&#x20AC;&#x153;It was really a

life-changing documentary for me â&#x20AC;&#x201C; a real Plato coming out of the cave sort of moment,â&#x20AC;? Hoyt said. â&#x20AC;&#x153;It really got me interested in volunteering in political campaigns, and this led to a more active involvement in the 1996 election, during which I volunteered for Bob Doleâ&#x20AC;&#x2122;s presidential bid, Gov. Bill Weldâ&#x20AC;&#x2122;s Senate race and other congressional candidates LQ 0DVVDFKXVHWWV ,Q , ZRUNHG RQ 5HS Mike Pappasâ&#x20AC;&#x2122; reelection bid in New Jersey.

I should add that they all lost.â&#x20AC;?

Despite his start, working on political campaigns, Hoyt never had a burning desire to work for politicians â&#x20AC;&#x153;after the election.â&#x20AC;?

Ultimately, the big public relations agencies and smaller consultancies that resided on . 6WUHHW 3RZHOO 7DWH 2JLOY\ 3RUWHU Novelli, Brodeur -- held the most attraction for Hoyt. â&#x20AC;&#x153;I found that I really didnâ&#x20AC;&#x2122;t want to page 93

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work on Capitol Hill – as noble learned through his experience with politics. a profession as that truly is for “Grassroots. Messaging. Media relations. the many who do serve within 7KHVH VNLOOV DQG WDFWLFV DUH WKH FKDSWHUV LQ the public sector. I discovered that a public relations textbook. You learn it all what I really wanted to do was work on the campaign trail.” more within the ‘business of Washington,’ During his tenure in Washington, DC, building on a career within the public affairs Hoyt took on clients within the travel, space. So my life took a little detour from digital music and chemical industries. In the Hill, but I ended up learning from some navigating his career path, he gradually of the best in the business on K Street.” built up his network of connections and Hoyt’s increasing involvement in political learned how various industries worked in campaign work, after a brief consumer Washington, and more importantly, how PDUNHWLQJ VWLQW DW D WUDYHO ÀUP FDOOHG they owed their continued success to Middleton & Gendron the skillful execution of in New York, led him to ´7KH SHRSOH ZKR KHOSHG \RX public affairs programs. the K Street corridor in Hoyt’s ability to call upon become successful are the Washington, DC. Less and renourish relationfolks you stick with because ships from these earlier interested in working no one makes it alone.” on Capitol Hill, Hoyt’s years in Washington, time on K Street, amidst Massachusetts, New spin doctors and lobbyists, helped shape Jersey, New York and now Chicago helped his skills as a public relations practitioner. him build a strong set of connections, many “Everything is a campaign, no matter if you of which he calls upon even today. Indeed, are selling a widget or an idea,” said Hoyt. the creation of honest, loyal relationships is “Being a student of political campaigns the foundation of his professional success helps you to understand what it takes to and leadership abilities. build momentum – long lasting buzz – for a client or your company’s external publicity >/HDGHUVKLS 7KURXJK 6HUYLFH@ programs. K Street helps you understand Molded by his life in regulatory affairs, that no matter what side of the aisle you’re public relations and also what he calls sitting on, communications is a business.” “the business of politics” and a “Jesuit 7KRXJK +R\W QRZ ZRUNV LQ D FRUSRUDWH education,” Hoyt believes in the essence communications role for Orbitz Worldwide of service to the client, the candidate and in Chicago vs. his other life on K Street in one’s own agency or corporation. “It is Washington, DC, he does not forget lessons helpful to be creative and hard working. page 94

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It is helpful to think outside of the box But at the end of the day, it is important to remember we are there to serve someone else; it is a service we provide.”

Hoyt said that one of the greatest challenges facing leadership in public relations is the ability to effectively lead others. “We studied political science and took creative writing courses,” said Hoyt, “but how many of us ever cracked open a book on organizational behavior? Yet we ÀQG RXUVHOYHV LQ OHDGHUVKLS SRVLWLRQV RQO\ D few years into our careers. It’s not a lack of leadership in the sense of being a visionary or a motivator. I think we are bred to be those people within an organization,” he said. For Hoyt, who admitted lacking VHOI FRQÀGHQFH DV D PDQDJHU LQ KLV HDUO\ career, his core belief that public relations is a service industry became the foundation of his leadership style. “In being of service to my clients, my company and my own team members…it was the only way I felt I could demonstrate any semblance of leadership in public relations.” While an understanding of service as a core tenant of public relations is important in being a strong leader, according to Hoyt, other qualities also are essential.

For example, in the summer of 2007, Hoyt and his team played an integral role LQ WDNLQJ 2UELW] :RUOGZLGH SXEOLF 7KH company, on September 5th of that year, participated in the opening bell ceremony at the New York Stock Exchange. At the

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Fun Facts: %HVW 35 DGYLFH UHFHLYHG -Control the money; control the client money you bring in Hobbies: -Sailing, writing, reading, being a dad & husband Dream job as a kid: 7R EH DQ DVWURQDXW Interesting fact: -He is an avid sailor Favorite music: 5RFN ,·P D GHDGKHDG

same time, the company launched a new VHUYLFH FDOOHG 2UELW]7/& 7UDYHOHU 8SGDWH Ultimately, the planning process included many late nights, which tested his team, his agency and Hoyt’s own abilities as a OHDGHU ´,W ZDV DQ H[KDXVWLQJ SURFHVV 7KH only way I knew how to lead was by rolling up my sleeves and getting as involved as everyone on my staff and within my agency,” he said. “I suppose this is leadership in the sense that you are an example, you are putting in the same grueling hours and being there side-by-side with your colleagues until the job LV GRQH µ 7KH HQG UHVXOW ZDV D IHDWXUH IRU 2UELW]7/& LQ WKH 1HZ page 95

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<RUN 7LPHV DQG JHWWLQJ KLV &(2 on CNBCâ&#x20AC;&#x2122;s â&#x20AC;&#x153;Squawk on the 6WUHHW Âľ %ORRPEHUJ 7HOHYLVLRQ 7KH6WUHHW FRP DQG 0DUNHW:DWFK If a sense of service and a strong work ethic is critical to successful leadership, VR WRR LV OR\DOW\ :KHQ DVNHG WR GHĂ&#x20AC;QH some unique qualities contributing to his leadership success, Hoyt said, â&#x20AC;&#x153;I would say that I am a somewhat creative person, a somewhat stubborn person, and I am a somewhat loyal person. I am loyal to the people who are loyal to me.â&#x20AC;?

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One of his earliest partnerships came IURP KLV ZRUN DW 2JLOY\ 35 ´, UHDOO\ OHDUQHG a lot from some pretty extraordinary public affairs specialists during the brief time I was WKHUH 0LFKDHO /DZ 5DOSK 3RVQHU DQG -RKQ Wentzel. I learned a lot from those three JX\V Âľ +LV WLPH DW 2JLOY\ 35 KHOSHG H[SDQG his knowledge and appreciation for public affairs, but perhaps his most important working relationship grew out of an earlier relationship forged in Washington, DC, as DQ LQWHUQ DW 3RZHOO 7DWH )RU DOPRVW WHQ years Hoyt has continued to learn from his friend and colleague, Jerry Johnson. Hoyt worked for Johnson as the deputy director [Loyalty & RI %URGHXU 35¡V SXEOLF 0HQWRUVKLS@ â&#x20AC;&#x153;I am loyal to the people who affairs practice after Creativity and stubbare loyal to me.â&#x20AC;?

OHDYLQJ 2JLOY\ 35 7KH ornness are arguably Washington insider has important to a successful been one of Hoytâ&#x20AC;&#x2122;s greatest mentors. communications plan, strategy, execution â&#x20AC;&#x153;Jerry is one of the unsung heroes in the and oneâ&#x20AC;&#x2122;s ability to effectively advise 35 LQGXVWU\ +H LV D PDVWHU FRPPXQLFDWRU Âľ clients or management. But perhaps one of Hoytâ&#x20AC;&#x2122;s most unique qualities is his intense Hoyt said. â&#x20AC;&#x153;When crap hits the fan for a belief in loyalty and his harsh self criticism company, they call Jerry Johnson. I think of the times where he felt he had been we worked well together when he was GLVOR\DO LQ KLV RZQ OLIH ´7KH DELOLW\ WR EXLOG P\ ERVV DW %URGHXU 35 DQG LQ UHFHQW \HDUV out a network of people who have helped when Iâ&#x20AC;&#x2122;ve retained Brodeur to work on you in your career, I think, may very well projects where Iâ&#x20AC;&#x2122;ve beenâ&#x20AC;Śbe it AOL or lead you to that next opportunity,â&#x20AC;? says Orbitz. I think it was due to the fact that we Hoyt, â&#x20AC;&#x153;You stay loyal to your mentors, your ERWK KDG WKH DELOLW\ WR FORVH 7R EH D FORVHU colleagues, your company, your family, at the end of the day means you need to \RXU IULHQGV Âľ 7KLV EHOLHI LV HYLGHQW LQ +R\W¡V be able to generate the expected volume willingness to acknowledge those mentors, of earned media coverage or buzz for a friends and colleagues who helped mold client, and not just any volume, but the volume that expresses that appropriate his career. page 96

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DQG LPSDFWIXO PHVVDJH WKDW LQĂ XHQFHV on my own, a story that had actual WKH LQĂ XHQFHUV -HUU\ -RKQVRQ LV WKH JX\ LQ VLJQLĂ&#x20AC;FDQFH LQ :DVKLQJWRQ FLUFOHV , JRW WKH Washington that helped me sell, helped story placed in a trade publication called me close the story that at the end of the WKH /HJDO 7LPHV ,WÂśV IXQQ\ KRZ D WUDGH VWRU\ GD\ PDGH D GLIIHUHQFH 7KH UHDO OHDGHUV can lead to bigger national media stories in public relations are the folks who have â&#x20AC;&#x201C; but they really do,â&#x20AC;? Hoyt said. â&#x20AC;&#x153;It was a Ă&#x20AC;JXUHG RXW KRZ WR SURYLGH JXLGDQFH real example to me, in terms of learning WR WKHLU VHQLRU OHDGHUV KRZ WR GHĂ&#x20AC;QH D the craft of media relations, how one story message verbally and in the written word, is a building block to the next. A lot of the and they are the folks who can close. Jerry success in my career can be tied back to Johnson is one of those guys.â&#x20AC;?

WKDW VWRU\ LQ WKH /HJDO 7LPHV , WKLQN 6XFFHVV Hoyt believes in a sense of business with one client led to other chances to karma. â&#x20AC;&#x153;It is all succeed or fail. It is true ´,W LV DOO FRQQHFWHG 7KH FRQQHFWHG 7KH SHRSOH what they say: success people you see on the you see on the way up, really breeds success. you see on the way But you need to underway up, you see on the down,â&#x20AC;? Hoyt said. It stand how to build way down.â&#x20AC;? is this system of belief the blocks of story or a that speaks to his success in the industry. campaign to get to that point, and you ´7KH SHRSOH ZKR KHOSHG \RX EHFRPH need to be consistent in your execution to successful are the folks you stick with, be remembered.â&#x20AC;? because no one makes it alone,â&#x20AC;? he said.

>&RQVLVWHQF\ %XLOGLQJ %ORFNV@ Hoyt is consistent if nothing else. He preaches about loyalty and being of service to others as a means to creating PXWXDOO\ EHQHĂ&#x20AC;FLDO UHODWLRQVKLSV +LV FRQ sistency in these beliefs has led to greater opportunities and responsibilities. And he sees a dotted line connecting all these experiences. He calls it â&#x20AC;&#x153;the building blocksâ&#x20AC;? of his success. â&#x20AC;&#x153;I remember being very proud of one RI WKH Ă&#x20AC;UVW VWRULHV , FDQ UHPHPEHU ODQGLQJ

>7KH +XPDQ (OHPHQW@

While Hoyt continues to lead a successful career in public relations, perhaps his most revealing qualities as a leader are those which humanize him. When asked to describe his hobbies, he answered in a whimsical manner, â&#x20AC;&#x153;Being a dad and a somewhat less screw-up of a husband.â&#x20AC;?

7KLV UHVSRQVH XQGHUVFRUHV KLV SULGH as both a father and a husband.

When asked to describe those who have been instrumental or inspiring in his career, page 97

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Hoyt quickly mentioned >$GYLFH IRU WKH )XWXUH@ business associates, members 7KURXJKRXW KLV FDUHHU +R\W KDV of his current team and former witnessed many young professionals colleagues. But then he paused and succeed and fail. When asked what is the said, â&#x20AC;&#x153;My wife Stephanie has been greatest challenge facing these emerging helpful to me in my career, and thatâ&#x20AC;&#x2122;s SURIHVVLRQDOV +R\W UHSOLHG ´7KH\ DUH DIUDLG EHFDXVH , PDUULHG DQRWKHU 35 SURIHVVLRQDO to fail. A good publicist is someone who :H DFWXDOO\ ZRUNHG DW FRPSHWLQJ Ă&#x20AC;UPV can look a crush in the eye and accept the ZKHQ ZH Ă&#x20AC;UVW PHW , WKLQN VKH FRPSOHPHQWV rejection of being turned down for a date me in skills sets and we make a complete face-to-face versus over their Facebook publicist. I have always said that we should page. It is someone who can pick up the VWDUW D Ă&#x20AC;UP WRJHWKHU RQH GD\ Âľ phone and call a reporter versus sending As vice president a text message or an of corporate comme-mail.â&#x20AC;? In his response, â&#x20AC;&#x153;You helm the boat in the unications and governHoyt continually referred same way you try and ment affairs for Orbitz to the social networking manage the conversation.

Worldwide, it may be phenomenon and other By manipulating both, you commonplace to view online technologies can go wherever you want.â&#x20AC;?

Hoyt as successful in and how it has negpublic relations and atively impacted the business. But as indicated, that success relationship-building process for many has been helped and inspired by many new professionals. â&#x20AC;&#x153;College grads are RWKHUV LQFOXGLQJ KLV ZLIH 6WHSKDQLH ´7KH socially awkward when it comes to the skills she has really rounds me outâ&#x20AC;ŚI am development of relationships with the not the greatest writer in the world and I PHGLD 7KH\ DUH DIUDLG WR KDYH GLUHFW am an okay strategistâ&#x20AC;Śand so to be able conversations with press, and it is evident to go home at night and troubleshoot LQ WKHLU SLWFKLQJ VNLOOV 7KH\ EHFRPH PRUH and talk about things that I am working reliant on being a good writer, a lover of on, on a day-to-day basis, has been so the â&#x20AC;&#x2DC;email pitchâ&#x20AC;&#x2122; or someone with good YHU\ EHQHĂ&#x20AC;FLDO WR P\ FDUHHU Âľ +R\W VD\V ´, organizational skills,â&#x20AC;? he said. â&#x20AC;&#x153;But at the donâ&#x20AC;&#x2122;t know if I recommend that everyone end of the day, we are in the relationship marry someone in his or her career, but it business. And picking up the phone has been an extremely important part of or meeting a reporter in person and bolstering who I am and what I do for a learning about their needs and interestsâ&#x20AC;Ś living.â&#x20AC;? developing real relationships with media, is page 98

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the best pathway to free ink.”

Hoyt knows that to achieve success in the public relations industry, it takes long hours and a great deal of teamwork. His advice for those looking to enter the public UHODWLRQV ÀHOG ´%H SUHSDUHG WR HDW 5DPHQ QRRGOHV IRU WZR WR WKUHH \HDUV 7KH PRQH\ gets better eventually.”

M. Austin James Bachelor of Arts, Fine Arts Hometown: Madison, Alabama

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Tucker McNeil

Director of Leadership Communications, MeadWestvaco Corporation

Hockey

players and speechwriters don’t have much in common, but Thomas “Tucker” McNeil didn’t always plan on being a speechwriter. Growing up, he wanted to be a hockey player.

McNeil, who is the current director of leadership communications for the MeadWestvaco Corporation, landed in public relations when the interests he’d pursued as a kid and through college met with opportunity. When the chance to be a speechwriter came along, McNeil said he found himself interested because he always enjoyed writing, communication, UKHWRULF DQG GHEDWH 0F1HLO·V ÀUVW MRE LQ public relations was the press secretary for former South Carolina Congressman Mark Sanford.

For McNeil, one of the most rewarding aspects of this job is the opportunity to work closely with high-level executives.

Everyday, he has the chance to engage smart and interesting people in a truly unique role that’s different from working for them in any other capacity.

“In working with someone who is going to deliver a speech, the goal of the speechwriter is to help develop their thoughts and then capture their voice through your writing,” he said. “Ultimately, you want to be able to write something as if they were writing it themselves.”

Being able to get inside an executive’s head and better understand their thought process isn’t the only reason McNeil enjoys being a speechwriter.

“I think that speechwriting is enjoyable because you get to learn a lot by helping somebody to be successful in a slightly different way than usual,” McNeil said. “So when an audience responds to a great page 101

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speech or an organization the results of their work, the feedback is clearly understands an imp- almost instant for McNeil. ortant message, itâ&#x20AC;&#x2122;s pretty As McNeil points out, a speechwriter rewarding to have helped achieve may think that his or her work sounds great those goals.â&#x20AC;?

ZKHQ ZRUNLQJ RQ LW LQ WKH RIĂ&#x20AC;FH RU HYHQ 2Q WKH Ă LSVLGH WKH RSSRUWXQLW\ WR listening to it being practiced. However, write speeches for high-level executives itâ&#x20AC;&#x2122;s ultimately the audienceâ&#x20AC;&#x2122;s opinion that can often become complicated as others counts. try to get involved in the process. The â&#x20AC;&#x153;It is so important to hear and see how speechwriting process can be frustrating each line resonates in a room: Were people when a number of people throughout the falling asleep? Were they on the edge of RUJDQL]DWLRQ ZDQW WR LQĂ XHQFH WKH VFULSW their seats? What were people murmuring And even the person the speech is being about afterward? What got boos? What written for can make the got applause? What got â&#x20AC;&#x153;You get to learn a lot by SURFHVV GLIĂ&#x20AC;FXOW LI WKH\ neither?â&#x20AC;? helping somebody to be donâ&#x20AC;&#x2122;t know what they McNeil likens this want to say, or insist on relationship between successful in a slightly a certain approach. the audience and the different way than usual.â&#x20AC;? â&#x20AC;&#x153;You often have to person giving the speech put aside your own pride and authorship in to another type of profession. order to write whatever they want,â&#x20AC;? McNeil â&#x20AC;&#x153;Iâ&#x20AC;&#x2122;ve always thought of it as being like said, â&#x20AC;&#x153;but itâ&#x20AC;&#x2122;s also important to be able a comedian. They write jokes but donâ&#x20AC;&#x2122;t to push back a little bit and give advice know how good they are until they get in when you think that thereâ&#x20AC;&#x2122;s something that front of an audience, and then they know doesnâ&#x20AC;&#x2122;t sound good, a point they need to right away how many people are laughing make, or a theme they need to hit in order or not,â&#x20AC;? McNeil said. â&#x20AC;&#x153;Itâ&#x20AC;&#x2122;s a huge learning to connect with the audience.â&#x20AC;? experience to get out there and hear your own work.â&#x20AC;?

For McNeil, his career tipping point [Gaining Instant Feedback] came when he wrote a speech for Christie One of the most important professional learning experiences for McNeil has been Whitman â&#x20AC;&#x201C; former governor of New Jersey attending speeches to see how they are and head of the Environmental Protection being delivered and how the audience Agency for the Bush Administration â&#x20AC;&#x201C; to reacts. While individuals in other professions deliver at a Holocaust remembrance may have to wait days or months to see ceremony. He was young and recently on page 102

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staff, he said. Although McNeil thinks the task of writing about such an emotional topic was an easy one for a speechwriter, Favorite travel destination: he still remembers people talking about -Switzerland how much Whitman loved the speech and asking about the kid who wrote it.

Best PR advice received: â&#x20AC;&#x153;I think that was when not only did I gain -Always know your audience KHU FRQĂ&#x20AC;GHQFH EXW RWKHU SHRSOH VDZ WKDW , KDG JDLQHG KHU FRQĂ&#x20AC;GHQFH Âľ 0F1HLO VDLG Favorite food: ´,W ZDV D KXJH ERRVW ,W ZDV P\ Ă&#x20AC;UVW FUDFN -Macaroni & cheese at speechwriting, and it kind of evolved from there.â&#x20AC;?

Dream job as a kid: -To be a hockey player Another speech McNeil considers to be important to his career is one he wrote Favorite music: for Tom Ridge, Secretary of Homeland -Classic rock & the Dave Matthews Security, for Veteranâ&#x20AC;&#x2122;s Day. This speech was Band particularly challenging because Ridge is a veteran who was injured in Vietnam.

McNeil confessed that writing a Veteranâ&#x20AC;&#x2122;s Day speech for an injured veteran was introductions heâ&#x20AC;&#x2122;d written in previous tough because he doesnâ&#x20AC;&#x2122;t know more positions in government. about the topic than the person he was â&#x20AC;&#x153;I sold everyone on the fact that this writing for. was sort of a â&#x20AC;&#x2DC;trust me on this one â&#x20AC;&#x201C; Iâ&#x20AC;&#x2122;ve done it beforeâ&#x20AC;&#x2122; kind of thing,â&#x20AC;? McNeil said.

The short introduction was a hit, and [The Power of Trust] In addition to the speeches he his boss told everyone how great the wrote for Whitman and Ridge, another introduction went over. From that point on, accomplishment for McNeil was helping McNeil suspected he had gained enough his current boss at MeadWestvaco trust to exercise his judgment in any Corporation prepare to introduce the situation. As a speechwriter, McNeil said President of the United States at an event for that one of his goals is to capture the National Association of Manufacturers. the trust of whoever he is writing for.

McNeil considers these ,W ZDV RQH RI KLV Ă&#x20AC;UVW DVVLJQPHQWV DW D new job, but he had a good grasp of three speeches to be among the Presidentâ&#x20AC;&#x2122;s preferences from similar his greatest accomplishments

Fun Facts:

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because they represented â&#x20AC;&#x153;If Iâ&#x20AC;&#x2122;d wanted to be more successful in occasions when he showed that job,â&#x20AC;? McNeil said, â&#x20AC;&#x153;I probably should others they could rely on have taken a few steps back and met him. For him, each of these three them on their territory, and then tried to speeches represents a moment build them toward my way as opposed to when something changed, and the people just never taking those steps to their side.â&#x20AC;? he was working for latched onto his writing and began to really put their trust or respect [Key Skills & Personal Qualities] in him.

For McNeil, the three professional skills Although McNeil has enjoyed many and personal qualities that have contrisuccesses in his professional life, he can buted the most to his success in public also recall a situation in which he didnâ&#x20AC;&#x2122;t relations are writing skills, interpersonal skills succeed to the extent he had hoped to, but and being a generalist. McNeil claims he learned an important lesson in the process. is not necessarily the best pure writer in When he worked as his profession, or even â&#x20AC;&#x153;They have to create a speechwriter at the the best writer on his speeches that last forever.

Justice Department, he staff. He credits much was never able to gain Thatâ&#x20AC;&#x2122;s pretty inspiring to me.â&#x20AC;? of his success as a the trust and respect of speechwriter to writing his peers, he said.

TXLFNO\ DQG HIĂ&#x20AC;FLHQWO\ H[HFXWLQJ RQ ´, GRQ¡W WKLQN , GLG VRPHWKLQJ VSHFLĂ&#x20AC;F WR direction, and meeting deadlines. fail, but I do think I learned an important Equally important are interpersonal skills lesson,â&#x20AC;? McNeil said. â&#x20AC;&#x153;I performed well in and being able to successfully interact my job, which my colleagues and superiors with a variety of people. For McNeil, this appreciated. But I never reached the next particular set of skills is crucial to gaining level of success where everyone really the trust and respect of the people heâ&#x20AC;&#x2122;s trusts and respects you.â&#x20AC;? writing for. Not only does he have to be McNeil believes the many lawyers at the able to interact with the people who will Justice Department would have respected be delivering speeches, he also has to be him more if he had earned a law degree. able to converse with the people from Although he realizes that he couldnâ&#x20AC;&#x2122;t have whom heâ&#x20AC;&#x2122;s gathering information. given them that, he does think he could â&#x20AC;&#x153;A speechwriter has to be able to have been better at trying to learn more interact and communicate with everyone about the legal issues and legal writing from the senior-level executives to the style they wanted him to adopt. line workers and subject matter experts,â&#x20AC;? page 104

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McNeil said. â&#x20AC;&#x153;I want each of them to feel to have the same approach and to like I understand whatâ&#x20AC;&#x2122;s going on in their understand that everyone has something business, or whatâ&#x20AC;&#x2122;s going on in their area they can teach him. and with their teams.â&#x20AC;? â&#x20AC;&#x153;I canâ&#x20AC;&#x2122;t do my job without learning from Equally important to writing and people the people who make it happen,â&#x20AC;? McNeil skills, McNeil believes that being a generalist said. and knowing about a wide range of He said that part of his job and any job topics is important for speechwriters and in public relations is to be curious and learn anyone in public relations. He thinks itâ&#x20AC;&#x2122;s everything about the organization and its important to know a little about a lot and operations. This cooperative learning canâ&#x20AC;&#x2122;t be able to quickly process and understand be achieved without treating everyone information. with respect.

Outside of professional skills and However, he is also quick to point personal qualities, McNeil considers a good out that public relations people sometimes liberal arts education fail to engage in this â&#x20AC;&#x153;I donâ&#x20AC;&#x2122;t think I did something to be important to sutype of behavior VSHFLĂ&#x20AC;F WR IDLO EXW , WKLQN , cceeding in public relbecause they feel ations. It especially helps learned an important lesson.â&#x20AC;? threatened by people with being a generalist. in the organization Being well-read, a good writer and who donâ&#x20AC;&#x2122;t respect or appreciate their good communicator come only through work. As a result, PR professionals often education. Although people might not try to prove their expertise rather than be able to remember every Greek myth understand where others are coming or statistics equation, McNeil said, a good from. McNeil said itâ&#x20AC;&#x2122;s important to be open education is important because it teaches to what everyone in the organization you to learn, research and be a quick has to teach him. He sees this process as study. These skills are invaluable to anyone something he needs to do his job better. in public relations.

Although McNeil considers himself relatively young in his career and wasnâ&#x20AC;&#x2122;t sure that he had the exposure to name [Treating Others with Respect] At the core of his professional practice, someone who represented an excellent McNeil considers one of his most important leader in public relations, he said his personal values to be treating everyone role model and greatest career with respect. Whether itâ&#x20AC;&#x2122;s a CEO or a factory mentor in the profession was manager, McNeil thinks itâ&#x20AC;&#x2122;s important the boss who hired him for his page 105

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ÀUVW VSHHFKZULWLQJ MRE 0F1HLO degree in American government, McNeil said this man took a risk by hiring decided to go backpacking around the him as an inexperienced junior world. The capstone of the trip was a twospeechwriter, and then developed week round trip hike to the base camp at his skills and taught him just about Mt. Everest. everything he knows about their craft.

“I always wanted to go to Mt. Everest As for his greatest source of professional and was an avid reader of all the books inspiration, McNeil considers everyone who about the mountain,” said McNeil. “The hike has written speeches for a U.S. president to base camp is not particularly technical to have reached the pinnacle of the RU GLIÀFXOW ² LW·V MXVW ORQJ DQG VWUDLJKW XS KLOO profession. Among his favorite presidential at a very high altitude.” speechwriters are Ted Sorenson who wrote More recently, McNeil and a group for John F. Kennedy, Peggy Noonan who of his friends decided to climb Mt. Rainier wrote for Ronald Reagan and Michael to celebrate their thirtieth birthdays. McNeil Gerson who wrote for said he’s always been “I can’t do my job without George W. Bush. interested in hiking and “ P r e s i d e n t i a l learning from the people who outdoors and has always speechwriters – and wanted to “summit make it happen.” no matter which something.” One of party or President they represent – get the reasons the group chose Mt. Rainier is the opportunity to write about the most because it’s considered the toughest and pressing issues of our time, whether that is greatest summit in the lower 48 states. times of crisis or times of triumph,” McNeil “I wanted to turn around on a number said. “They have to create speeches that of occasions, but we all made it to the top last forever. That’s pretty inspiring to me.” and back,” McNeil said. “We had great weather, great views from the summit, and it was a very remarkable sense of [Reaching the Summit] In addition to the everyday work he does accomplishment.” for MeadWestvaco Corporation, McNeil Melissa R. Tauscher volunteers for local sports organizations Bachelor of Science, Public Relations and participates in community events Hometown: Strawberry Plains, Tennessee sponsored by his company. He also enjoys tennis, golf, squash, hiking and travel.

After graduating from the University of Virginia where he received his bachelor’s page 106

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Sreejit Mohan

Director of Public Policy and Communications, Bayer HealthCare Pharmaceuticals

How did a young man from India, who

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the public understanding and acceptance RI SODQW PDGH SKDUPDFHXWLFDOV DQ HPHUJLQJ Ã&#x20AC;HOG RI ELRWHFKQRORJ\ :LWKLQ WKUHH ZHHNV )OHLVKPDQ +LOODUG UHDOL]HG WKH\ ZHUH ULJKW DQG KLUHG 0RKDQ DV D IXOO time employee.

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credits his parents for so solidly instilling this YDOXH :KHQ \RX KDYH PXWXDO UHVSHFW ZLWK SHRSOH \RX¡OO QDWXUDOO\ KDYH JRRG relationships, which is what PR is all about.

Mohan said that a particular mentor RI KLV DOZD\V VDLG LI \RX KDYH D JUHDW relationship and a bad program you can VWLOO NHHS WKH FOLHQW +RZHYHU LI \RX KDYH a bad relationship and a great program you can lose the client, because this is a UHODWLRQVKLS EXVLQHVV ,Q IDFW 0RKDQ YLHZV the relationships he has built as one of the PDMRU KLJKOLJKWV RI KLV FDUHHU +RZHYHU MXVW DV TXLFNO\ KH DGGHG WKDW ZRUN LV DQ LQWHJUDO SDUW RI KLV OLIH +H HQMR\V PDNLQJ D meaningful contribution. â&#x20AC;&#x153;My dad always VDLG ZRUN LV ZRUVKLS 6R EHLQJ SDVVLRQDWH DERXW LW RQO\ PDNHV \RX VXFFHVVIXO ,W rewards you in ways that are more than Ă&#x20AC;QDQFLDO Âľ :KLOH KLV PDQWUD PD\ EH WKDW ZRUN LV worship, Mohan learned from one of his PHQWRUV KRZ WR EDODQFH ZRUN ZLWK SHUVRQDO life. Learning from the people around him is a recurring theme in his life as well.

In fact, his mantra should state that you OHDUQ VRPHWKLQJ IURP HYHU\RQH ´:KHQ , left Fleishman, I told them that what I really WDNH ZLWK PH LV WKH IDFW WKDW ZKHQ , ORRN DURXQG , VHH WKDW ,¡YH OHDUQHG IURP HDFK DQG HYHU\ RQH RI WKHP ¾ KH VDLG 0RKDQ¡V WLPH DW )OHLVKPDQ DOVR SURYLG ed some of his most powerful learning H[SHULHQFHV (DUO\ RQ KH ZDV H[SRVHG WR D FRXSOH SLHFHV RI IHHGEDFN WKDW ZHUH

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Fun Facts: +H VSHDNV IRXU ODQJXDJHV (QJOLVK +LQGL 0DOD\DODP 7DPLO 'UHDP MRE DV D NLG 7R EH D MHW VHWWLQJ FRUSRUDWH H[HFXWLYH Hobbies: 3KRWRJUDSK\ RXWGRRU DFWLYLWLHV PDLQO\ KLNLQJ UHDGLQJ ZRUOG DIIDLUV Ă&#x20AC;QGLQJ QHZ PXVLF 7KUHH WKLQJV QHYHU ZLWKRXW -Reading material, music & something to write on

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Francisco resident, what is it about Mohanâ&#x20AC;&#x2122;s MRE WKDW PDNHV KLP GULYH WR H[FHO" )LUVW KH ORYHV WKH VHUYLFH FRPSRQHQW KHOSLQJ SHRSOH VROYH FRPPXQLFDWLRQ SUREOHPV $W Bayer, Mohan supports communications for a product that treats a rare bleeding GLVRUGHU FDOOHG KHPRSKLOLD 7KLV ZRUN EULQJV KLP LQ FRQWDFW ZLWK WKH SDWLHQWV ZKR KDYH WKLV FRQGLWLRQ DQG ZKR EHQHĂ&#x20AC;W IURP WKH WUHDWPHQW WKDW %D\HU PDQXIDFWXUHV ´7KH IDFW WKDW ZKDW ZH PDNH PDNHV D GLIIHUHQFH LQ SHRSOH¡V OLYHV WKDW WKH SURGXFW WKDW ZH VHQG RXW JRHV LQWR WKH YHLQV RI WKRXVDQGV RI SDWLHQWV DQG WKH\ OHDG QRUPDO SURGXFWLYH OLYHV EHFDXVH RI WKDW ´3URYLGH WKH EHVW VHUYLFH \RX is a huge, rewarding feeling,â&#x20AC;? he said For the >/LIH DW %D\HU@ can to your clients and After handling three HYHU\WKLQJ HOVH ZLOO IROORZ Âľ same reason, Mohan HQMR\V YROXQWHHULQJ DW accounts for Bayer SDWLHQW HYHQWV ,W¡V D JUHDW ZD\ IRU KLP WR +HDOWK&DUH DW )OHLVKPDQ +LOODUG 0RKDQ was recruited by the pharmaceutical SXW D IDFH WR KLV ZRUN 0RKDQ DOVR HQMR\V JLDQW WR ZRUN LQ KRXVH IRU WKHLU KHPDWRORJ\ 35 ZRUN EHFDXVH LW DOORZV KLP WR WDS LQWR DQG FDUGLRORJ\ EXVLQHVV XQLW 7KHQ ZLWK all his different faculties. â&#x20AC;&#x153;Itâ&#x20AC;&#x2122;s one of those less than a year under his belt at Bayer, few professions where I get to use both my he was promoted to director for all of the VNLOOV DQG P\ NQRZOHGJH DOPRVW HQWLUHO\ FRPSDQ\¡V :HVW &RDVW ELRWHFKQRORJ\ whether itâ&#x20AC;&#x2122;s my understanding of business, operations. He currently leads a team of my understanding of technology, my VL[ DQG SURYLGHV WKH HQWLUH VSHFWUXP RI ZULWLQJ VNLOOV P\ YHUEDO FRPPXQLFDWLRQ FRPPXQLFDWLRQV VHUYLFHV IRU D ODUJH WHDP VNLOOV GLSORPDF\ VNLOOV RU P\ FXULRVLW\ Âľ RI LQWHUQDO VWDNHKROGHUV UDQJLQJ IURP HDUO\ +RZHYHU ZKHUH WKHUH¡V DQ XS WKHUH¡V D VWDJH GLVFRYHU\ WR PDQXIDFWXULQJ VDOHV down. Mohan also noted some of the more PDUNHWLQJ DQG EXVLQHVV GHYHORSPHQW challenging aspects of the PR industry, VSUHDG RYHU IRXU VLWHV LQ %HUNHOH\ 5LFKPRQG LQFOXGLQJ WKH XQFHUWDLQW\ RI WKH ZRUN :KHQ GHDOLQJ ZLWK PXOWLSOH VWDNHKROGHUV (PHU\YLOOH DQG 6HDWWOH ,I ZRUN LV ZRUVKLS IRU WKLV QRZ 6DQ WKH MRE FDQ EHFRPH FRPSOH[ +H QHYHU SDJH

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Measurement and accountability in public relations are other crucial issues. PRâ&#x20AC;&#x2122;s HIIHFWLYHQHVV LV KDUG WR TXDQWLI\ ´,W LV D WRXJK WDVN WR VKRZ \RXU YDOXH WR VWDNHKROGHUV IRU WKH ZRUN WKDW \RX GR Âľ 0RKDQ VDLG ,W¡V HDV\ WR VKRZ WKH QHZV FRYHUDJH D SUHVV UHOHDVH UHFHLYHG EXW KRZ FDQ \RX VKRZ >7KH 1HZ )DFH RI 3XEOLF 5HODWLRQV@ $V IRU 0RKDQ¡V WDNH RQ LVVXHV DQG LWV HIIHFWV RQ \RXU VWDNHKROGHUV" 0RKDQ opportunities facing the profession, he KDV D IHZ VXJJHVWLRQV )LUVW KH WKLQNV WKH QRWHG VRFLDO PHGLD Ă&#x20AC;UVW ,W¡V FOHDU WKDW WKH SURIHVVLRQ QHHGV WR WDNH VRPH OHVVRQV ZRUOG¡V ZD\ RI UHFHLYLQJ QHZV KDV VKLIWHG IURP RWKHU Ă&#x20AC;HOGV VXFK DV PDUNHWLQJ DQG DGYHUWLVLQJ RQ ZD\V LQ from the model of ZKLFK WKH\ HYDOXDWH news coming from an ´:RUN LV ZRUVKLS Âľ and measure success.

REMHFWLYH WKLUG SDUW\ ´:H¡YH JRW WR JHW PRUH such as newspapers, sophisticated and use technology and WR QHZV FRPLQJ IURP LQGLYLGXDOV ´1RZ anyone can disseminate the news,â&#x20AC;? he FROOHFWLYH LQWHOOHFW WR VROYH WKLV SUREOHP Âľ VDLG ´$Q\RQH FDQ KDYH DQ LPSDFW /HW¡V His second suggestion is that practitioners say if Iâ&#x20AC;&#x2122;m a consumer of a certain product PXVW KDYH HGXFDWHG GLVFXVVLRQV ZLWK DQG , NQRZ VRPHWKLQJ DERXW D FRPSDQ\ WKHLU FOLHQWV DERXW REMHFWLYHV ZKDW WKH I can be the disseminator of that news H[SHFWDWLRQV VKRXOG EH DQG ZKDW \RX XVLQJ P\ RZQ EORJ K\SRWKHWLFDOO\ 7KH can promise. â&#x20AC;&#x153;Accountability is becoming DGYHQW RI VRFLDO PHGLD LV UHDOO\ D JDPH more and more of an issue. Itâ&#x20AC;&#x2122;s a constant FKDQJLQJ HYHQW IRU WKH SURIHVVLRQ , WKLQN LW¡V ZDU IRU EXGJHW \RX¡YH JRW WR EH DEOH WR UHYROXWLRQDU\ Âľ 1DWXUDOO\ WKH QH[W TXHVWLRQ say this is what Iâ&#x20AC;&#x2122;m spending it on, and this LV KRZ GR ZH GHDO ZLWK WKLV UHYROXWLRQ" LV WKH YDOXH , EULQJ Âľ 0RKDQ VD\V WR ZDWFK VRFLDO PHGLD YHU\ 1H[W 0RKDQ WDONHG DERXW RXU FRPS YHU\ FORVHO\ DQG WDNH DGYDQWDJH RI LW LI OHWHO\ QHWZRUNHG ZRUOG DQG KRZ you can. He added that it impacts some WKH QHZV F\FOH WKDW LQGXVWULHV PRUH WKDQ RWKHUV :KLOH KLV ZRUN FRPHV ZLWK LW PDNHV WKH 35 at Bayer has not been intensely impacted SUDFWLWLRQHU¡V MRE ODVW DV page 113

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Nick Ragone

Senior Vice President and Director of Client Development, Ketchum Public Relations

Leading by example, remaining groun-

ded in the practice and synthesizing information. According to Nick Ragone, these are the three essential qualities for any leader in public relations. And with experience in law, politics and media, he knows what it takes to be a leader in the Ă&#x20AC;HOG Despite this rich, diverse background, Ragone said he always wanted to work in PR. For this reason, after graduating from Georgetown Law, he chose to begin his career by working as a press secretary on a political campaign. He then transitioned to the PR agency world, where working in almost every aspect of the profession gave him valuable experience. At this point, having found a love for media, he chose to make it his focus. $W Ă&#x20AC;UVW JODQFH \RX PLJKW QRW H[SHFW someone with these credentials to suggest

that networking on Facebook is a jobrelated task. Nor might you expect him to include Perezhilton.com alongside TheStreet.com and Forbes.com on his list of favorite Web sites. This familiarity with QHZ PHGLD KRZHYHU H[HPSOLĂ&#x20AC;HV KRZ Ragone applies his leadership principles.

As a senior vice president and director of client development in Ketchumâ&#x20AC;&#x2122;s New York RIĂ&#x20AC;FH KH VHWV WKH WRQH IRU WKH PRUH WKDQ dozen members of his group and others by exhibiting the leadership values he espouses.

[Leading by Example]

When discussing leadership styles, Ragone mentioned several times the importance of leading by example. â&#x20AC;&#x153;You canâ&#x20AC;&#x2122;t ask somebody to do something you canâ&#x20AC;&#x2122;t do, or arenâ&#x20AC;&#x2122;t willing to do, yourself,â&#x20AC;? page 117

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he said. â&#x20AC;&#x153;Itâ&#x20AC;&#x2122;s easy to give orders 1RW RQO\ GRHV 5DJRQH Ă&#x20AC;QG WKLV SULQFLSOH to people, but itâ&#x20AC;&#x2122;s really hard to fundamentally important in leadership, he give orders and then be side- also considers the mentoring opportunity it by-side with them doing the same affords to be one of the best things about thing.â&#x20AC;? his job.

To make sure he does this, Ragone is â&#x20AC;&#x153;Thereâ&#x20AC;&#x2122;s a lot of innate talent that goes very intentional in how he interacts with his into media relations. Thereâ&#x20AC;&#x2122;s also a lot of media group. Whether itâ&#x20AC;&#x2122;s allowing them stuff you need to learn. I get the most to sit in on a phone call, helping them satisfaction out of mentoring people to understand how to strengthen a pitch or do it the right wayâ&#x20AC;&#x201D;to learn and see them showing them why one was unsuccessful, grow,â&#x20AC;? he said. he actively looks for ways to impart the wisdom he has gained from experience.

[Remaining Grounded in Practice] When asked, he Building on the said the nature of PR, idea of leading by â&#x20AC;&#x153;You canâ&#x20AC;&#x2122;t ask somebody and especially media example, remaining to do something you canâ&#x20AC;&#x2122;t relations, makes this leadgrounded in practice is do, or arenâ&#x20AC;&#x2122;t willing to do, ership style so critically another characteristic yourself.â&#x20AC;? important. Since the skills 5DJRQH Ă&#x20AC;QGV HVVHQWLDO WR involved with pitching good leadership. With it, stories and working with journalists are he underscores the importance of leaders RIWHQ LQWDQJLEOHV WKLQJV WKDW DUH GLIĂ&#x20AC;FXOW throughout an organization, from account to master without experience -- it becomes team directors to the CEO, continuing to even more important for leaders to share counsel clients. what they have learned. Furthermore, if â&#x20AC;&#x153;I think the biggest problem we have in those who look up to them donâ&#x20AC;&#x2122;t receive our industry is that people are in positions WKLV IHHGEDFN LW FDQ EH GLIĂ&#x20AC;FXOW IRU WKH of leadership who are no longer doing the leader to establish credibility. type of work they did 10 or 15 years ago. â&#x20AC;&#x153;Media relations specialists respect So, they lose touch with a little bit of their other really good media relations special- profession,â&#x20AC;? Ragone said. â&#x20AC;&#x153;Once you get ists. And, if they feel or sense that youâ&#x20AC;&#x2122;ve removed from it, you donâ&#x20AC;&#x2122;t really know what lost your skill, or youâ&#x20AC;&#x2122;ve lost something on the current landscape is, whether itâ&#x20AC;&#x2122;s how your fastball, or if youâ&#x20AC;&#x2122;re not willing to throw to use Facebook to pitch PR or the impact it anymore, you canâ&#x20AC;&#x2122;t lead,â&#x20AC;? he said. of YouTube on viral marketing. Whatever it might be, if youâ&#x20AC;&#x2122;re not still immersed in itâ&#x20AC;Ś page 118

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you canâ&#x20AC;&#x2122;t be a leader.â&#x20AC;?

Facebook and YouTube are both powerful examples of this because they comprise part of the new media.

According to Ragone, these technological developments have not only changed what public relations does, they have changed the practice itself. He noted that their arrival has facilitated the use of â&#x20AC;&#x153;disruptive media,â&#x20AC;? where brands can develop their own content and spread it online, engaging audiences on their terms and not those of the company. If PR counselors are uncomfortable or incapable of incorporating disruptive strategies in campaigns, they will have a GLIĂ&#x20AC;FXOW WLPH OHDGLQJ LQQRYDWLYH VXFFHVVIXO initiatives for their clients.

On the other hand, those leaders who remain grounded in practice not only stay informed of current trends, but they can also share wisdom more easily with their colleagues. According to Ragone, WKLV Ă RZ RI LQIRUPDWLRQ EHWZHHQ OHDGHUV and followers is two-way. Good leaders IDFLOLWDWH D ERWWRP XS Ă RZ RI LQIRUPDWLRQ through their organization to keep them apprised of changing technologies. As wisdom gained from their experience then Ă RZV EDFN GRZQ WKH Ă&#x20AC;UP EHQHĂ&#x20AC;WV IURP being able to successfully evolve and continually offer superior client services.

While applying this principle of leadership presents a challenge, itâ&#x20AC;&#x2122;s one that Ragone readily accepts, even as he moves up the

&

Fun Facts: -Favorite book: My own: â&#x20AC;&#x153;Presidents Most Wantedâ&#x20AC;?

-Dream job as a kid: To play shortstop for the Mets -Best PR advice received: Keep in touch with everyone you meet -Most visited websites: Facebook.com, CNBC.com, Forbes.com, PerezHilton.com & Metsblog.com

leadership ranks. In fact, his bio in PR Weekâ&#x20AC;&#x2122;s â&#x20AC;&#x153;Top 40 Under 40â&#x20AC;? describes how he uses instant messaging to keep in contact with over 300 journalists. Doing this allows him to quickly match their information needs with the activities of Ketchumâ&#x20AC;&#x2122;s clients.

In addition, he also uses Facebook as a vehicle to connect with the media. While QRW QHFHVVDULO\ EHQHĂ&#x20AC;FLDO IRU VHQGLQJ RXW traditional news releases, he noted that the site can be a powerful vehicle for making â&#x20AC;&#x153;interesting, creative pitches.â&#x20AC;? â&#x20AC;&#x153;The advantage of pitching from Facebook is that you can reach reporters in a more page 119

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informal way. You can learn [Synthesizing Information] more about their interests, In addition to leading by example whereabouts and deadlines and remaining grounded in practice, by reading their updates,” he said.

5DJRQH ÀQGV WKH DELOLW\ WR V\QWKHVL]H DQG Not only is remaining grounded interpret information to be another key in practice an important characteristic of component of leadership. While he said his leadership style, it is also a benchmark that communication skills are important he uses to identify other great leaders in the for any leader, their integral position in the ÀHOG :KHQ DVNHG WR QDPH LQGLYLGXDOV ZKR practice of PR makes them particularly should be described in this way, he quickly YLWDO LQ WKLV ÀHOG mentioned Ray Kotcher, Ketchum’s CEO; “[PR leaders] tend to be people who Rob Flaherty, a senior partner at Ketchum; have an expansive view of the world… and Elliot Sloane, one of his mentors and they love information. They love to acquire founder of Sloane PR. As the interview knowledge. They are able to tell simple progressed, it became narratives from complex “[PR leaders] tend to be clear why he mentioned fact patterns,” he said. each of these men.

“That’s probably impeople who have an Again and again he expansive view of the world.” portant in any type of emphasized their ability leader, but in this industo move up in their organizations, yet still try, since that’s what we do, it’s absolutely remain current with changes in the practice critical.” areas where they counsel. For Ragone, this From his comments on the subject, combination of wisdom, experience and synthesizing information can take many continued practice is a key element of shapes. One could do it by reading The leadership.

Wall Street Journal, but reading blogs may In fact, this element is so important be equally important. Regardless of the that he said it distinguishes leaders in his information’s source, Ragone emphasizes profession from those in other disciplines. knowing how to use it.

“If you’re the CEO of a Fortune 500 “A lot of what we do is see trends. company and you make widgets, you’re Whether it’s for our corporate clients or not going to be expected to be on the for a particular brand, it’s identifying and assembly line,” he said. “But, in PR we all understanding the trend so that you know do the same thing: we counsel clients or how to position your client. Synthesizing, we do media relations. I don’t care how absorbing and connecting the dots on senior or junior you are, you can still do it.” information are critical,” he said. page 120

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In addition to gathering information, constituencies at once, Ragone said this is Ragone also pointed out that leaders must a “golden age” for PR. Unlike marketing, understand their clients’ businesses. which he said is becoming increasingly 5DJRQH ÀQGV WKLV FKDUDFWHULVWLF WR fractured, PR is especially suited to be so important because executing address the needs of various groups across communications effectively on be- geographic lines.

KDOI RI FOLHQWV LV PXFK PRUH GLIÀFXOW As someone who considers counseling without understanding their operating to be among the best parts of his job, environments. Assessing available info- this love of gathering and interpreting rmation on them, understanding how it information should come as no surprise. relates to their businesses and suggesting In fact, Ragone even does it for fun, strategic actions are all essential parts of having compiled and expounded on counseling them. This, in turn, is an integral information in two books: “Presidents’ Most part of public relations.

Wanted: The Top 10 “What makes a good CEO “If [clients] don’t Book of Extraordinary today is dramatically respect you as a counExecutives, Colorful selor, you’re in trouble,” different than what it was 15 Campaigns and Ragone said.

White House Oddities” years ago.”

Understanding a and “The Everything client’s work is also important because of American Government Book: From the the changing role of executive leadership. Constitution to Present-Day Elections, All “What makes a good CEO today is You Need to Understand Our Democratic dramatically different than what it was 15 System.” years ago,” he said. “Back then you focused Ragone’s background in law and on your numbers – how is the bottom line experience with both corporate and – and that was about it…Today, if you’re media work afford him a broad perspective the CEO of a Fortune 500 company, you from which to counsel clients. His regular have to treat and interact with each reading list, which includes The New York constituency with the same amount of Times, The Wall Street Journal, USA Today, respect and importance…You’ve got to BusinessWeek, Fortune and Forbes, only view your job more as a global politician expands this further. than just a numbers cruncher.”

Keeping this in mind, along with recognizing that large corporations may need to manage upwards of 20 to 30 key page 121

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[Additional Insight]

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to survive,” he said.

Ragone also said transparency was a Beyond the three crucial charmajor area where PR leaders should focus acteristics discussed above, to continually increase the credibility of the Ragone offered two more insights industry. into leadership.

“We should be counseling [our First, he noted the importance of an clients] that transparency matters, that engaging personality. Whether working with clients or the media, he emphasized transparency is important to corporate that you must understand their businesses America…that it should infuse your business model,” he said. and show them you care.

Doing so involves more than just “You need to really enjoy the people and telling clients transparency is important. their work, and you need to understand.

That’s something you can’t fake either,” he In reality, it involves leading them to more transparent actions. This said. “It’s critical.”

“If you’re anything less than could include helping Second, Ragone disdirect, honest and them value the voice of cussed how situational all constituencies, even transparent, you’re not characteristics impact those like bloggers in the leadership style. To him, going to survive.” new media. It might also different situations and involve convincing them that corporate different organizations will require different approaches. The common thread, social responsibility is not just check writing, though, is that leaders should work hard but rather a premise that shapes the way and inspire people. In the end, they should an organization does business. be able to communicate their vision and the information pertinent to achieving [Pitching…in PR & Baseball] it, especially since PR is a human capital Overall, Ragone emphasized the business. importance of experience in shaping To do this, he highlighted the import- leaders in PR, especially those who work ance of personal values like directness, with the media. He didn’t identify any one honesty and integrity. By incorporating VRXUFH IRU WKH OHDGHUVKLS TXDOLWLHV KH ÀQGV these values into professional practice, the important, attributing them instead to trialFOHDU ÁRZ RI LQIRUPDWLRQ EHWZHHQ OHDGHU by-error lessons learned throughout his and follower becomes much easier. career. He did thank Ketchum, though, for “If you’re anything less than direct, its role in their development, noting that honest and transparent, you’re not going the agency has given him the freedom page 122

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WR WU\ QHZ WKLQJV DQG FRQWLQXDOO\ UHĂ&#x20AC;QH KLV leadership skills.

For those just beginning to work in PR, this attribution makes the value of small lessons learned day-to-day seem more important.

While they could get overlooked when looking for major factors that shape oneâ&#x20AC;&#x2122;s style, Ragoneâ&#x20AC;&#x2122;s emphasis on them helps solidify their value. Perhaps the leadership characteristics he mentioned will even aid others in appreciating how small experiences can impact oneâ&#x20AC;&#x2122;s overall understanding of what it takes to lead.

When asked why he chose to attribute his leadership development in this way, he responded with a baseball analogy. â&#x20AC;&#x153;[Media relations] is weird because youâ&#x20AC;&#x2122;re sort of like a baseball closerâ&#x20AC;Śsome days you have good days and some days you donâ&#x20AC;&#x2122;t, but you canâ&#x20AC;&#x2122;t lose your FRQĂ&#x20AC;GHQFH DQG \RXU FDQ¡W SXOO EDFN Âľ KH said. â&#x20AC;&#x153;As a leaderâ&#x20AC;Śyou need to be with your people in the trenches all the time. Itâ&#x20AC;&#x2122;s just the way it isâ&#x20AC;ŚItâ&#x20AC;&#x2122;s intuitive.â&#x20AC;?

Perhaps ending on a baseball analogy LV Ă&#x20AC;WWLQJ IRU VRPHRQH ZKRVH GUHDP MRE as a child was to play shortstop for the New York Mets. In the end, Ragoneâ&#x20AC;&#x2122;s experiences havenâ&#x20AC;&#x2122;t led him to a career at Shea Stadium. However, if success in media relations is akin to clinching a baseball game, his experience and leadership style have prepared him well to play the role of closer.

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Daniel R. Oâ&#x20AC;&#x2122;Donnell Bachelor of Science, Accounting Hometown: Huntsville, Alabama

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K e e p i n g Y o u r F i n g e r o n t h e P u l s e : T h e L i f e o f a P R P r o f e s s i o n a l

Romina Rosado

Managing Director & Senior Vice President of Global Marketing, The NewsMarket

Romina

Rosado, managing director and senior vice president of global marketing for The NewsMarket, has overall responsibility for managing the companyâ&#x20AC;&#x2122;s European sales operations and its global marketing strategy. The NewsMarket assists in the management, marketing and distribution of various companiesâ&#x20AC;&#x2122; news videos to traditional media outlets, bloggers, consumers and investors in their niche market.

Currently, the NewsMarket assists over 13,000 media outlets in 193 countries, and its client roster includes: Adidas, Google, *HQHUDO 0RWRUV 1RNLD 3Ă&#x20AC;]HU DQG 9ROYR Cars. The NewsMarket also handles perVRQDO KLJK SURĂ&#x20AC;OH FOLHQWV VXFK DV *HRUJH &ORRQH\ LQ KLV Ă&#x20AC;JKW WR SURPRWH KLV KXP anitarian visits to Darfur.

Rosadoâ&#x20AC;&#x2122;s personal experience ranges from marketing to public relations in

Europe, the Middle East, Latin America and the U.S. Her resume boasts work for governmental and non-governmental RUJDQL]DWLRQV LQFOXGLQJ WKH 'HPRFUDWLF National Committee, the European Central Bank, UNICEF, the U.S. Department of State and the World Bank. Currently, she speaks four languages -- English, Spanish, French and German -- and is learning two more.

Colleagues have described Rosado as an innovative, creative and energetic leader with experience in strategic planning, sales management, marketing and operations. She is also well traveled and knowledgeable of different cultures.

Her international assignments include: a stint with CIA Medianetwork in Spain, where she provided media planning and international business development services, and a position at a broadcast consultancy in the page 125

K e e p i n g Y o u r F i n g e r o n t h e P u l s e : T h e L i f e o f a P R P r o f e s s i o n a l UK, Bulletin International, now [Leadership Characteristics] a part of Ogilvy PR. 7KH Ă&#x20AC;UVW RI WKHVH FKDUDFWHULVWLFV LV WKH Working with The NewsMarket importance of understanding and staying since its beginnings, Rosado was current with the new technologies and heading the client services team information that is being released 24/7. within a year of arriving in New York. During â&#x20AC;&#x153;You need to stay on top of things, you need her eight years with The NewsMarket, the to know more than your clients, you need business has grown substantially. By age WR NHHS \RXU Ă&#x20AC;QJHU RQ WKH SXOVH Âľ 5RVDGR 29, Rosado was leading a multi-million said. â&#x20AC;&#x153;The environment is changing so fast, dollar group; by 30, she was promoted to and you have to be one step ahead all of managing director and was responsible the time.â&#x20AC;? for 50 percent of the companyâ&#x20AC;&#x2122;s revenues, .HHSLQJ \RXU Ă&#x20AC;QJHU RQ WKH SXOVH LV D and she currently has theme that resonates input into product and â&#x20AC;&#x153; I think that treating people throughout every aspect service development. of Rosadoâ&#x20AC;&#x2122;s life. From like you would like to be Though her accompwork to social life and treated is very important.â&#x20AC;? lishments are substaneverything in between, tial, Rosado remains grounded. â&#x20AC;&#x153;Some staying current is a priority for her. â&#x20AC;&#x153;I am a SHRSOH DUH VHOI FRQĂ&#x20AC;GHQW E\ QDWXUH EXW total news junkie and have been known Iâ&#x20AC;&#x2122;m not one of them,â&#x20AC;? she said. â&#x20AC;&#x153;I think that to cancel social plans if there was a big when you start a job there comes a point news story that day of which I needed to when you wake up and say, â&#x20AC;&#x2DC;Iâ&#x20AC;&#x2122;m really be informed,â&#x20AC;? she said. good at this, I can do it.â&#x20AC;&#x2122; Then you start This characteristic isnâ&#x20AC;&#x2122;t different for believing in yourself more, and that builds public relations leaders versus those in \RXU FRQĂ&#x20AC;GHQFH DQG PDNHV \RX D EHWWHU RWKHU Ă&#x20AC;HOGV ´, WKLQN WKDW VWD\LQJ FXUUHQW professional at the end of the day.â&#x20AC;? and up-to-date on whatâ&#x20AC;&#x2122;s happening is Few people are born with all of the just one that is particularly necessary when characteristics needed to be an effective you do work in PR.â&#x20AC;? Rosado currently lives leader in the professional world, according in New York and London, but was born in to Rosado, but rather the overwhelming Hamburg, Germany to parents whom she majority are â&#x20AC;&#x153;madeâ&#x20AC;? and grow into the credits for giving her this passion for being leaders worthy of being followed, by informed. â&#x20AC;&#x153;Iâ&#x20AC;&#x2DC;ve always been very interested developing and exhibiting a few key in news, my parents are as well. I think that personal characteristics. is another reason that I did end up in PR. I think that there are skills that you either do

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K e e p i n g Y o u r F i n g e r o n t h e P u l s e : T h e L i f e o f a P R P r o f e s s i o n a l have or donâ&#x20AC;&#x2122;t have, and if you work in PR you better have it, and you had better be passionate about information outside of She was born in Hamburg, Germany your job as well.â&#x20AC;?

Rosado places a strong emphasis on Best PR advice sheâ&#x20AC;&#x2122;s received: being interested and passionate about -Well done is better than well said news. Both being informed and informing others is something that a public relations Hobbies: professional must enjoy doing to stay -Reading, traveling, yoga, singing FXUUHQW LQ WKLV Ă&#x20AC;HOG DFFRUGLQJ WR 5RVDGR â&#x20AC;&#x153;I think that you need to read a lot and She speaks four languages write a lot and enjoy both activities,â&#x20AC;? said -English, German, Spanish, French...

Rosado. & sheâ&#x20AC;&#x2122;s learning Italian & Arabic According to Rosado, simply staying on Dream job as a kid: top of things from all types of media has -To be the president of a country or allowed her to connect with issues and some sort of politician events and understand when something is a story and when it is not. This knowledge has a real bottom line in her current position: staying abreast of current information has like to be treated is important because helped to increase her business by 500 thatâ&#x20AC;&#x2122;s when it truly comes into play.â&#x20AC;? One percent. example of integrity at work is when she had a client who had miscommunicated their wishes for a particular campaign. â&#x20AC;&#x153;I [The Value of Integrity] The second leadership characteristic think you need to think about the end and WKDW 5RVDGR HPSKDVL]HV LV KDYLQJ LQWHJULW\ be very honest with the client, even if itâ&#x20AC;&#x2122;s and treating people the way that one WRXJK DQG \RXU Ă&#x20AC;UVW LQVWLQFW LV WR QRW VSHDN would want to be treated. â&#x20AC;&#x153;As soon as to the client or tell them later. I think that you start managing people, you come integrity is extremely important.â&#x20AC;?

In helping to build The NewsMarket to a point where you have to talk to people working directly under you and Europe branch, Rosado said that she say that their performance is either great learned that, by showing her integrity or is not great, and sometimes that is a in the small things, it helped GLIĂ&#x20AC;FXOW FRQYHUVDWLRQ WR KDYH Âľ VKH VDLG ´, people to trust her and know think that treating people like you would that she would not compromise

Fun Facts:

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K e e p i n g Y o u r F i n g e r o n t h e P u l s e : T h e L i f e o f a P R P r o f e s s i o n a l them for short-term success.

The achievement of which she is most proud was built with this foundation of trust and integrity between her and her team. In 2006, Rosado was sent by The NewsMarket to London to head up the personnel in Europe, manage working efforts in Europe and build the current team. The European branch of The NewsMarketâ&#x20AC;&#x2122;s billings increased by 134 percent in the time that she has been there.

She has helped to unify the teamâ&#x20AC;&#x2122;s effort by uniting the team and bringing in and hiring new people, even as she increased the teamâ&#x20AC;&#x2122;s excitement about how the company was growing and what it was doing. â&#x20AC;&#x153;I am a total

[Leading by Example]

The third leadership characteristic that Rosado believes has been important in allowing her to be successful and grow is her willingness to never ask anyone else on her team to do a task that she would not do herself. â&#x20AC;&#x153;I think that itâ&#x20AC;&#x2122;s crucialâ&#x20AC;ŚI think that it motivates people who you need, it leads to group cohesion and people feeling like weâ&#x20AC;&#x2122;re in this together. And when the situation is negative, I think that it makes your team work ten times harder than they would normally because they know that your in it with them,â&#x20AC;? she said.

In 2006, George Clooney came to The NewsMarket with an idea to promote his humanitarian visits to Darfur in an effort to page 128

raise awareness of the current atrocities.

Rosado was given the campaign assignment on short notice, and the project was not going to be released to the media until the campaign was to be launched.

Rosado was placed in charge of the client and therefore all of the personnel working on the campaign reported to her.

The urgency of the Clooney campaign required long hours of operation to be completed on time. â&#x20AC;&#x153;It was a ton of work,â&#x20AC;?

VKH VDLG ´, ZRXOG XVXDOO\ OHDYH WKH RIĂ&#x20AC;FH at 11 a.m. or so and get back the next morning at 7 a.m., simply because there was so much to do. Even though there were many more people who could contribute, you news junkie.â&#x20AC;? know, I think it showed people that I was taking it as seriously as anyone else, and that I wouldnâ&#x20AC;&#x2122;t ask anything of anyone else that I wasnâ&#x20AC;&#x2122;t willing to do myself.â&#x20AC;? Through leading by example, Rosado has shown that hard work and a SDVVLRQ IRU KHU MRE KDV EHQHĂ&#x20AC;WHG ERWK KHU and her company.

[Hard Work & Flexibility]

According to Rosado, hard work and Ă H[LELOLW\ DUH WZR FKDUDFWHULVWLFV WKDW DUH FUXFLDO WR VXFFHVV LQ DQ\ SURIHVVLRQDO Ă&#x20AC;HOG but being willing to adapt to meet the needs of oneâ&#x20AC;&#x2122;s corporation or current client is an integral part of the public relations profession. â&#x20AC;&#x153;I think that you need to be DGDSWDEOH DQG Ă H[LEOH DQG , WKLQN WKDW \RX

K e e p i n g Y o u r F i n g e r o n t h e P u l s e : T h e L i f e o f a P R P r o f e s s i o n a l need to be able to speak to leaders and function of how much you like what you receptionists and designers and be able to do,” said Rosado. According to Rosado, adapt your language accordingly,” said hard work and a passion for what one 5RVDGR ,Q D ÀHOG WKDW UHTXLUHV EXLOGLQJ does aid in the overall success of any relationships with every type of person in professional. “At the end of the day, how an attempt to see a corporation through passionate you are about what you do the eyes of the public, this attribute is and the industry that you are in will give a necessity. Rosado is in the business you an advantage if what you are doing of positioning corporations in the eyes is truly something that you are passionate of the public through videos and other about,” said Rosado. visual forms. This ability to see a company through the eyes of the public is grounded [What Rosado has Learned] in constant adaptation.

“I think that the most H a v i n g a h a r d - “At the end of the day, how powerful learning expworking mentality is eriences have always passionate you are about also a characteristic what you do and the industry been the things that that Rosado attributes haven’t worked out that you are in will give you well,” said Rosado. “At to her parents. This an advantage.” characteristic comes the time I didn’t see, but from both one’s passion in hindsight I think that’s for their job, as well as the way in which they when you learn the most.” According have been taught to work. Appreciating to Rosado, she has been very lucky to KDUG ZRUN DQG WKH EHQHÀWV WKDW LW EULQJV LV D have teachers who have not just taught learned trait according to Rosado. Rosado her to do, but to think in life. Rosado has learned to appreciate hard work from her had leaders in her life who during times of father, who gave her the opportunity to failures, have built her up and taught her to have a better education and thus better learn from these shortcomings rather than life opportunities through his hard work. to teach her to fear these moments in her “Through my father’s hard work, I was able life. “I think that failures are key learning to get a better education than he had ever H[SHULHQFHV , GHÀQLWHO\ WKLQN WKDW \RX OHDUQ had the opportunity to, as well as the many more from failure than you do from opportunities which I had to travel which success,” said Rosado. gave me a passion to see and change the According to Rosado, learworld,” said Rosado.

QLQJ WR UHÁHFW DQG DQDO\]H LQ “I think that being successful is also a WKH PLGGOH RI GLIÀFXOW VLWXDWLRQV page 129

K e e p i n g Y o u r F i n g e r o n t h e P u l s e : T h e L i f e o f a P R P r o f e s s i o n a l has been a characteristic that has helped further her career and her corporation. “Learning to think for yourself is one of the most important skills to have beyond what you have been taught in your books and papers,” said Rosado. “Being able to think and connect information, and being able to translate that communication to other people, is what public relations is all about.”

Richard A. Rush Jr. Bachelor of Arts, Public Relations Hometown: Tuscaloosa, Alabama

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Kash Shaikh

External Relations Manager, Proctor and Gamble

Earning his seat at the table at a very

\RXQJ DJH .DVK 6KDLNK ZKR LV ´GHĂ&#x20AC;QLWHO\ not a morning person,â&#x20AC;? has been described by a colleague as the â&#x20AC;&#x153;brightest young star within Proctor and Gambleâ&#x20AC;&#x2122;s (P&G) external relations (ER) organization.â&#x20AC;? He was promoted to manager faster than anyone in the ER groupâ&#x20AC;&#x2122;s history (a feat that required two promotions in four years), and he believes that the best advice ever given to him on public relations came from Anthony Rose of P&G who told him to, â&#x20AC;&#x153;focus on the outcome not the activity.â&#x20AC;?

Shaikh proved true to his self description of â&#x20AC;&#x153;being determinedâ&#x20AC;? when he was quoted as saying, â&#x20AC;&#x153;I ruptured both of my Achilles tendons playing competitive basketball and now have nylon strands in their placeâ&#x20AC;Ś I like to think that, as told in Greek mythology, the world took a shot DW Ă&#x20AC;QGLQJ P\ ZHDN VSRW WR VORZ PH GRZQ

and then realized itâ&#x20AC;&#x2122;s not going to be that easy.â&#x20AC;?

Managing a public relations budget of nearly $10 million, this innovative thinker has worked on a number of P&Gâ&#x20AC;&#x2122;s biggest brands, including Old Spice, Olay, Tide, and Downy. He has lead the development of PR programs for some of P&Gâ&#x20AC;&#x2122;s largest SURGXFW ODXQFKHV LQFOXGLQJ 2OD\ 'HĂ&#x20AC;QLW\ and Moisturinse and Old Spice Red Zone.

Shaikh is also the public relations lead on the companyâ&#x20AC;&#x2122;s largest initiative of 2007-08 -- the consolidation of the entire lineup of liquid laundry detergents. He explained how environmental sustainability is a primary focus for P&G, so they are changing the liquid detergent and the packaging. â&#x20AC;&#x153;We have actually shrunk them in half so they now use less water, less packaging and allow for less fuel and transportation costs; it page 133

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is a huge move for the industry, understand the power of creating and and the largest project that shaping messages, a function of public P&G is doing globally this UHODWLRQV WKDW RWKHU Ă&#x20AC;HOGV GLGQ¡W RIIHU ´7KH \HDU Âľ 7KH SURMHFW LWVHOI ZLOO EHQHĂ&#x20AC;W work and the activities that I did on campus the environment with 44 percent LJQLWHG WKDW Ă DPH IRU PH Âľ KH VDLG ´2QFH less packaging, 45 percent less water and I got involved, it really opened my eyes Ă&#x20AC;YH PLOOLRQ JDOORQV OHVV GLHVHO IXHO EHFDXVH to the possibilities of leading and shaping there will be 60,000 fewer trucks on the strategic thinking for a company.â&#x20AC;? road.

Shaikhâ&#x20AC;&#x2122;s personal values are summed Given these responsibilities and acc- up in three words-- honesty, integrity and omplishments, perhaps the most impressive commitment. He explained that when thing is Shaikhâ&#x20AC;&#x2122;s passion about his job, the you are the guarder of your companyâ&#x20AC;&#x2122;s enhancement of his reputation, sometimes Ă&#x20AC;HOG DQG WKH ZHOIDUH RI you have to step in and â&#x20AC;&#x153;I ruptured both of my others around him. As Achilles tendons, I like to think push back, saying things he began talking about that the world took a shot at that other business some of the programs partners donâ&#x20AC;&#x2122;t want to Ă&#x20AC;QGLQJ P\ ZHDN VSRW DQG with which he has been hear. There also has to be then realized itâ&#x20AC;&#x2122;s not able to work, it became a focus on winning. â&#x20AC;&#x153;Itâ&#x20AC;&#x2122;s going to be that easy.â&#x20AC;? obvious that one reason a personal value, and I for his success is the think that itâ&#x20AC;&#x2122;s important personal character traits that he considers in the business world.â&#x20AC;? But he wants to important, and the emphasis that resonates make sure that everyone understands that from the business culture at P&G. he does not speak of winning at all costs; Public relations began for Shaikh at the itâ&#x20AC;&#x2122;s winning within the ethical parameters University of Texas. After initially wanting to and values that your company sets. â&#x20AC;&#x153;I work in journalism because of his passion donâ&#x20AC;&#x2122;t believe in being in it just to play, you for writing, he found himself wanting to have to want to win it, but you want to win make a difference and desiring to be it the right way.â&#x20AC;? an active part of his college campus. He In fact, the values of P&G were one soon became involved with the student of the main reasons that he applied for a government, became a founder and job. â&#x20AC;&#x153;I took a look at their values, mission vice-president of the student event center statement and principles, and P&Gâ&#x20AC;&#x2122;s lined and also founded a service fraternity. up with mine, and thatâ&#x20AC;&#x2122;s why I am here These experiences helped him begin to today.â&#x20AC;? He attributes these values to his page 134

W i n n i n g mother. Being the vice-president of a maleGRPLQDWHG HQJLQHHULQJ Ă&#x20AC;UP KLV PRWKHU has been a tireless, inspirational leader not only at her place of work, but also at home. â&#x20AC;&#x153;Nothing has imprinted me more WKDQ ZDWFKLQJ KHU VDFULĂ&#x20AC;FH DQG ZLWQHVVLQJ her will to succeed.â&#x20AC;?

[By Serving]

One of the values that Shaikh and P&G see as important is the ever present need to help others and to be involved in the betterment of the lives of people DQG WKH ZRUOG 3 * ZLWK RIĂ&#x20AC;FHV RU SODQWV in 90 countries, makes it a major part of its external public relations strategy to provide care to those in need. Shaikh works with and leads many of these programs.

As he explained, the Tide â&#x20AC;&#x2DC;Loadâ&#x20AC;&#x2122;s of Hopeâ&#x20AC;&#x2122; program- a marquee sustainability campaign for P&G- was one of the more rewarding programs with which he has been able to work.

The Tide brand had a meaningful presence in New Orleans within four weeks after hurricane Katrina hit, and has been there since. â&#x20AC;&#x153;We actually created the â&#x20AC;&#x153;Loads of Hope truck, a huge mobile Laundromat, and washed over 20,000 loads of laundry for people who had been affected by the hurricane. We found that when disaster strikes, people turn to their basic human needs of food, water and shelter, and the thing they need most after that is clean clothes.â&#x20AC;? P&G and the Tide

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Fun Facts: Dream job as a kid: -To be a singer who played in the 1%$ Ă HZ WKH VKXWWOH LQWR VSDFH WR write about his thoughts & passions Favorite book: -My own: â&#x20AC;&#x153;Words: A Collection of Poetry, Prose and Promisesâ&#x20AC;?

He speaks four languages: -English, Spanish, Urdu & Hindi Hobbies: -Competitive basketball, weight lifting, working out, photography & writing

brand have remained in New Orleans, helping to raise money and re-build homes.

Some of the programâ&#x20AC;&#x2122;s milestones include rebuilding homes, lighting up Jackson 6TXDUH IRU WKH KROLGD\V IRU WKH Ă&#x20AC;UVW WLPH after Katrina, and hosting concerts with celebrity partners such as John Legend, Ellen Degeneres and Taye Diggs. Shaikh said they recently extended the program WR 6DQ 'LHJR DV ZHOO DIWHU WKH ZLOG Ă&#x20AC;UHV to try to do their part to help affected residents get back on their feet.

[By Learning]

Shaikh also experienced an important tipping point in page 135

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his career. On an assignment PHDVXUHPHQW $ERXW Ă&#x20AC;YH WR WHQ \HDUV DJR with P&G where he managed he said, the issue was getting a seat at the the North America skincare table, being sure that you were included external relations, he gained a in all of the conversations and making sure lot of experience by having the that PR was hailed as a function in any responsibility for leading such a large company or corporation. â&#x20AC;&#x153;Now, I think operation. He also recognized that being we are there at the table, and we have surrounded by quality mentors and been there for a while, but in order to managers has helped his career progress make sure that we stay at the table- even quickly, as well as his on-the-job training lead the discussion at times- we have to in terms of team leadership skills and quantify and measure our work.â&#x20AC;? Improving brand management. â&#x20AC;&#x153;Honestly, in this measurement will increase credibility for the industry, I think if the bulk of our learning PR profession. â&#x20AC;&#x153;We are trying to elevate the is coming from books, profession from not only â&#x20AC;&#x153;I donâ&#x20AC;&#x2122;t think that we are in managing the media weâ&#x20AC;&#x2122;re going to have it to play, you want to win a tough ride. Great PR and preventing crises comes from a powerful it, but you want to win it the to really shaping the blend of instinct, expexternal environment right way.â&#x20AC;? erience, strategy, and and leading business measurement â&#x20AC;&#x201C; all things you learn and building programs,â&#x20AC;? he said. cultivate â&#x20AC;&#x2DC;on the jobâ&#x20AC;&#x2122;,â&#x20AC;? he said.

If public relations leaders are going to While there are many individuals who RYHUFRPH WKH LVVXHV IDFLQJ WKH Ă&#x20AC;HOG DQG he acknowledges as excellent leaders in increase the professionâ&#x20AC;&#x2122;s credibility, Shaikh PR today, Shaikh names Charlotte Otto of encourages them to practice certain P&G as one of the most powerful people in qualities or attributes on a daily basis.

PR and a great manager of teams. â&#x20AC;&#x153;I think â&#x20AC;&#x153;They need to understand their business, that she leads by example. Sheâ&#x20AC;&#x2122;s been a be passionate about what they do and be collaborative and inspirational leader, and able to collaborate well.â&#x20AC;? Practitioners also she has set the tone for us.â&#x20AC;? He recognizes need to know the focus of their company the work that Otto has done for the industry and its goals and strategic plans so that in terms of elevating the importance they can be passionate and inspire others of public relations and reinforcing the with whom they work. â&#x20AC;&#x153;The mark of a importance of measurement. great leader is the ability to get the most According to Shaikh, the number out of yourself, your people, and your one issue facing PR leaders today is resources.â&#x20AC;? page 136

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[By Planning]

ments, Shaikh highlighted having the When asked about the three qualities opportunity to help people while helping that have contributed the most to his KLV FRPSDQ\ DV WKH PRVW VLJQLĂ&#x20AC;FDQW +H success, Shaikh named the ability to recounted doing a lot of work with the envision, focus and remain â&#x20AC;&#x153;in touchâ&#x20AC;? Olay brand to educate women on the by listening well and connecting with EHQHĂ&#x20AC;WV RI VXQVFUHHQ XVH DQG WKH UHDOLW\ people. â&#x20AC;&#x153;Envisioning is sometimes the of skin cancer, which is the leading cause hardest thing for new professionals in the of cancer-related deaths among young Ă&#x20AC;HOG WR GR EHFDXVH LW WDNHV VWURQJ EXVLQHVV women. â&#x20AC;&#x153;Any time that we can do causeunderstanding, strategic thinking and a related or charitable work,â&#x20AC;? he said, â&#x20AC;&#x153;it Ă&#x20AC;UP JUDVS RI ZKHUH \RX ZDQW WR JR DQG helps educate, motivate, and inspire us as the different milestones that you need to much as the people we serve. And, in the process, it helps make have along the way to consumers more loyal get there.â&#x20AC;? â&#x20AC;&#x153;â&#x20AC;Śthinking about what I to our brand. Thatâ&#x20AC;&#x2122;s the To help focus and couldâ&#x20AC;&#x2122;ve done, shouldâ&#x20AC;&#x2122;ve most powerful thing that prioritize, Shaikh said done, or wouldâ&#x20AC;&#x2122;ve donewe can do, because he asks himself, â&#x20AC;&#x153;What digesting it allâ&#x20AC;Ś and then then it becomes a lot are the one (or two) never think about those bigger than selling thing(s) that I want to detergent or lotion; it things again.â&#x20AC;? be remembered for this becomes about building year? I like to focus on authentic relationships with real people. achieving one or two big wins that, at the end of the year, I can say â&#x20AC;&#x2DC;That was special, That is the most important part of the work that was something that I developed, that I have been able to do.â&#x20AC;?

Shaikh is excited about the profession. grew and shared with my teamâ&#x20AC;&#x2122;.â&#x20AC;? As for the quality of being in touch, he said this â&#x20AC;&#x153;In the future, â&#x20AC;&#x2DC;trustâ&#x20AC;&#x2122; is going to become also means being self-aware and realizing even more of a critical part of how the your strengths and your weaknesses and world does business, and PR is going to doing all that you can to improve them. play a lead role in building that trust. Our To enhance his own performance, Shaikh industry offers such a diversity of people, makes a daily habit of, â&#x20AC;&#x153;Thinking about challenges, and experiences that are what I couldâ&#x20AC;&#x2122;ve done, shouldâ&#x20AC;&#x2122;ve done, or WRXJK WR PDWFK LQ RWKHU Ă&#x20AC;HOGV ,¡YH wouldâ&#x20AC;&#x2122;ve done, -digesting it allâ&#x20AC;Ś and then been blessed to be able to travel the world, meet amazing never think about those things again.â&#x20AC;?

When asked about his accomplish- people, and do some good page 137

W i n n i n g along the way, Iâ&#x20AC;&#x2122;ve been able to teach and to learn, and Iâ&#x20AC;&#x2122;ve never felt bored on the job.â&#x20AC;? For Shaikh, success in the PR Ă&#x20AC;HOG UHTXLUHV DQ LQWULFDWH EDODQFH RI passion, intuition, and experience.

[Slam Dunk]

Whatâ&#x20AC;&#x2122;s his best advice to new profHVVLRQDOV LQ WKH Ă&#x20AC;HOG RQ EHLQJ VXFFHVVIXO" ´%H IRFXVHG Ă&#x20AC;JXUH RXW WKH RQH WKLQJ WKDW you really want to be remembered for in \RXU Ă&#x20AC;UVW \HDU DQG JR DIWHU LW 'RQ¡W EH DIUDLG to take risks, but be accountable for your actions and decisions. And remember that the best leaders demand more than the status-quo, and arenâ&#x20AC;&#x2122;t afraid to change the game.â&#x20AC;?

Rachael R. Smallwood Bachelor of Arts, Public Relations Hometown: Tuscaloosa, Alabama

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Q u e s t i o n s , F i n d i n g A n s w e r s D i s c o v e r i n g Y o u r s e l f

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Stacy Simpson

Vice President of Communications, InterActiveCorp

Stacy

Simpsonâ&#x20AC;&#x2122;s resume highlights employment in many organizations and agencies, even the business giant IBM. Now a vice president of InterActiveCorp (IAC), a Fortune 500 most admired company for 2007 and 2008, she continuously develops skills to promote her company as a front runner in the technological world. How did VKH PRYH IURP KHU Ă&#x20AC;UVW MRE DV WKH DVVLVWDQW to the director of public affairs at a national QRQ SURĂ&#x20AC;W KHDOWK SROLF\ RUJDQL]DWLRQ WR WKH world of IAC? Simple. Sheâ&#x20AC;&#x2122;s a natural leader, always learning about her environment and herself.

Simpson believes that PR leaders are GLIIHUHQW IURP OHDGHUV LQ DQ\ RWKHU Ă&#x20AC;HOG Other professions are able to specialize in their industry, such as accounting. However, leaders in the communication and public UHODWLRQV Ă&#x20AC;HOGV DUH H[SHFWHG WR QRW RQO\ EH specialists in all areas they represent, such

DV EDQNV RU DFFRXQWLQJ Ă&#x20AC;UPV EXW WKH\ DUH DOVR H[SHFWHG WR JHQHUDOL]H LQIRUPDWLRQ and represent the company for which they work.

According to Simpson, each day generates new opportunities and challenges alike, and both create learning H[SHULHQFHV 35 OHDGHUV PXVW EH XSGDWHG on current issues about their company and constantly consume new information about all aspects of the business world. â&#x20AC;&#x153;You have to be able to communicate what you are seeing and what you are hearing in the outside world, and then apply it to what is happening in your company, communicating that to management and other appropriate people,â&#x20AC;? Simpson said. â&#x20AC;&#x153;We are in a unique position as observers, a position where we see what is going on in the industry and the company. Leaders page 141

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&

can translate that information more. Like the other qualities, her constant into action and into strategy.â&#x20AC;? FRQVXPSWLRQ RI PHGLD LV VLJQLĂ&#x20AC;FDQW WR KHU Simpson recalled one of her career. biggest accomplishments early in 3HUIHFWLRQ LV FULWLFDO LQ WKLV Ă&#x20AC;HOG EXW ZKDW her career while working for Stratus about when things are not perfect. How 5DGLR 6WUDWHJLHV D UDGLR 35 Ă&#x20AC;UP 6KH does a VP like Simpson handle mistakes? coordinated all radio for the March to $IWHU \HDUV LQ WKH Ă&#x20AC;HOG VKH DGPLWWHG WKH\ Conquer Cancer, a fundraiser taking place KDSSHQ ´7KHUH LV QR Ă DZOHVV H[HFXWLRQ Âľ on the mall in Washington, D.C. Thousands she said. â&#x20AC;&#x153;I have always learned something of people participated, including celebr- IURP HYHU\ VXFFHVV MXVW DV PXFK DV HYHU\ ities and politicians, who donated their failure. If you donâ&#x20AC;&#x2122;t always take something time, resources, and themselves to make away, then you are destined to do the the event a success. Radio stations were same thing, over, and over again until it broadcasting live from the event, and they ultimately quits working altogether.â&#x20AC;? Always succeeded in raising OHDUQLQJ LQ KHU RZQ MRE â&#x20AC;&#x153;Leaders can translate that money, awareness and VKH DGPLWV WLPHV H[LVW HYHQ LQĂ XHQFLQJ SROLWLFDO information into action and when she could have policy. â&#x20AC;&#x153;This event was made a good story or into strategy.â&#x20AC;?

RQH RI WKH Ă&#x20AC;UVW LQ P\ announcement better, career that I realized not only did I do RU HYHQ MXVW SUHVHQWHG LQIRUPDWLRQ IURP VRPHWKLQJ WKDW H[FLWHG PH SURIHVVLRQDOO\ a different angle. She reviews all articles but I made a difference.â&#x20AC;? placed and notes if a better person could have answered a particular question, or if a different approach could have been taken.

[Simpsonâ&#x20AC;&#x2122;s Three Strengths] Simpson focuses on three strengths she ,W LV D FRQWLQXRXV OHDUQLQJ H[SHULHQFH has found in herself: a natural curiosity, solution-driven thinking, and a fascination [Marrying Education & Instincts] with news. In her own words, this natural 6LPSVRQ VDLG WKH GHĂ&#x20AC;QLWLRQ RI H[FHOOHQW curiosity causes her to rarely hear a leadership is two-dimensional. First, a VWDWHPHQW WKDW GRHV QRW VSDUN DW OHDVW Ă&#x20AC;YH SHUVRQ KDV WR H[FHO DW ZKDW WKH\ GR 7KH\ questions in her head. An inherent drive, have to learn to marry education and their thoughts run through Simpsonâ&#x20AC;&#x2122;s mind like instincts so that they understand the role ´WKLV LV LQWHUHVWLQJ EXW KHUH DUH P\ QH[W of PR in all aspects. Thinking of all possible questions.â&#x20AC;? Leaders must take available angles for the story and constantly creating information and develop it into something questions and answers will help prepare page 142

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for all possibilities. She commented, â&#x20AC;&#x153;The Ă&#x20AC;UVW WKLQJ WKDW KHOSV ZLWK OHDGHUVKLS LV WKDW you never forget those things that you learn. You build on your education over and over again, and you must take every opportunity to further build on the skills that you had before.â&#x20AC;? ([FHOOHQW OHDGHUVKLS DOVR LQYROYHV WKH idea of accepting the notion that you in some way are leading the company, whether in the lime light or behind the scenes. â&#x20AC;&#x153;We are in a very interesting position in that we are always managing up, or pointing out weaknesses or inherit problems or opportunities to senior leadership,â&#x20AC;?

Simpson said. â&#x20AC;&#x153;You must communicate things that can often be uncomfortable IRU VRPHRQH ZKR LV H[WUHPHO\ VHQLRU <RX also have to be okay with, and skilled at, telling people what they may not want to hear. And you have to tell them in a way that is productive and that gets the best possible end result.â&#x20AC;?

What can a successful professional like Simpson offer her competition, peers, and those seeking employment? She provided snippets of advice during the interview, weaving together personal stories, GHĂ&#x20AC;QLWLRQV DQG DGYLFH

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Fun Facts: Most visited websites: -CNN.com, Ask.com, MSNBC.com, Gawker.com, PerezHilton.com 'UHDP MRE DV NLG -To be a lawyer or a TV reporter Favorite Movie: -â&#x20AC;?Good Will Huntingâ&#x20AC;?

Three things never without: -Cellphone/Blackberry, pen/paper/ business cards, good shoes Interesting fact: 6KH KDV EHHQ EXQJHH MXPSLQJ

hundreds of miles, dancing for the Queen of England, serving food to the homeless, temping, and even bartending,â&#x20AC;? Simpson VDLG ´+DYLQJ D YDVW UDQJH RI H[SHULHQFHV to pull from allows you to approach every SURMHFW DQG RSSRUWXQLW\ ZLWK NQRZOHGJH empathy, and the desire to learn.â&#x20AC;? :LWK KHU YDULHG H[SHULHQFHV 6LPSVRQ WKULYHV RQ H[FLWHPHQW 7KDW ZDV RQH RI WKH UHDVRQV VKH WRRN WKH MRE ZLWK ,$& which offered the opportunity to work closely with a leader in his own right >'R 7KLQJV WKDW ([FLWH <RX@ â&#x20AC;&#x153;Iâ&#x20AC;&#x2122;ve tried as many things in life as of the business and media world, possible â&#x20AC;&#x201C; press advance work for the White Barry Diller. Throughout Dillerâ&#x20AC;&#x2122;s +RXVH EXQJHH MXPSLQJ RQ DLU 79 UHSRUWLQJ career, he has successfully bagging groceries, acting, bicycling DSSOLHG H[SHULHQFHV IURP page 143

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the entertainment business to the interactive environment.

Simpson hoped to get a sense of why he has made the decisions that he has made over the years. She saw it as an opportunity to provide counsel to and learn from one of the greatest minds LQ WKH Ă&#x20AC;HOG RI EXVLQHVV DQG WR KHOS KLP DQG IAC communicate with its constituents.

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â&#x20AC;&#x153;We are in a unique position where we are observers. We are in a position to observe what is going on in the industry and the company. The people that are really good at what they do can translate that information into action items and into strategy.â&#x20AC;?

[Learn About Yourself]

6LPSVRQ HQFRXUDJHV WKRVH LQ WKH Ă&#x20AC;HOG WR Ă&#x20AC;QG RSSRUWXQLWLHV LQ HYHU\WKLQJ EHFDXVH 6LPSVRQ ZKR GRXEOH PDMRUHG DW WUXH OHDUQLQJ FRPHV IURP H[SHULHQFHV Syracuse University with a Bachelor of Arts :KHWKHU LW LV D Ă&#x20AC;UVW MRE RU RQH WKDW LQ EURDGFDVW MRXUQDOLVP DQG D %DFKHORU someone has been in for several years, the of Arts in public learning opportunities policy, understands â&#x20AC;&#x153;This is interesting but here are never cease. â&#x20AC;&#x153;Each the importance of day should be treated P\ QH[W TXHVWLRQV Âľ education. She noted like an interview for the WKDW LQVWUXFWLRQ LQ D SURIHVVLRQDO Ă&#x20AC;HOG QH[W HPSOR\PHQW RSHQLQJ Âľ 6LPSVRQ VDLG offers the opportunity not only to learn â&#x20AC;&#x153;Everything should be an opportunity for about oneâ&#x20AC;&#x2122;s particular interest but also something bigger. Every single moment of WKH RSSRUWXQLW\ WR OHDUQ IURP H[SHUWV ZKR every single day is a learning opportunity understand the industry and can bring whether that is communicating in the UHDO ZRUOG H[SHULHQFHV WR WKH FODVVURRP RIĂ&#x20AC;FH E\ DQVZHULQJ WKH SKRQH RU DFWLYHO\ :LWK KHU GHJUHH LQ EURDGFDVW MRXUQDOLVP taking notes in a meeting.â&#x20AC;? Simpson also she was able to translate the strategies of SRLQWHG RXW WKDW DWWHQWLYH LQGLYLGXDOV Ă&#x20AC;QG Ă&#x20AC;QGLQJ WRS QHZV VWRULHV LQWR WDLORUHG SUHVV their talents. She recommends looking to UHOHDVHV DQG WRSLFV RI LQWHUHVW WR MRXUQDOLVWV Ă&#x20AC;QG VWUHQJWKV LQ WKH ZRUN \RX GR LGHQWLI\ and editors.

WKH WKLQJV \RX QDWXUDOO\ H[FHO DW DQG OHDUQ â&#x20AC;&#x153;You have to communicate what you what differentiates you. Discover what you are seeing and what you are hearing can bring to the table, and emphasize and in the outside world, and then apply it continually develop those things in your to what is happening in your company, work. communicating ideas to management Simpson recalled a situation earlier in and appropriate people,â&#x20AC;? Simpson said. KHU FDUHHU ZKHUH VKH KDG WR FRQĂ&#x20AC;GHQWO\

[Learn About the Industry]

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defend a position in front of several top company. One needs the ability to think H[HFXWLYHV 'LVFXVVLRQ UHYROYHG DURXQG D strategically, see current events in the good business decision for the company; world, the community and the company, however, she knew that would not be and â&#x20AC;&#x153;connect the dots.â&#x20AC;? By looking at a popular public decision.

She had trends around the globe, a person can see to assertively prove why the company opportunities for advancement outside KDG WR Ă&#x20AC;QG D GLIIHUHQW ZD\ WR VKDSH WKH the walls of the company. situation, or better yet, a different way to perform the task altogether. She knew that [Occasionally, Feel as Though You the company could not proceed in the are Being Thrown into the Deep way that they were discussing, and she End] SURYLGHG LPSURPSWX H[DPSOHV IRU VXSSRUW Simpson has been there. She has In her eyes, â&#x20AC;&#x153;We are doing ourselves a KDG ´GHHS HQGÂľ H[SHULHQFHV ZKLFK huge disservice if we view ourselves, and are instances that seem impossible or allow others to view us, challenging but create DV MXVW WKH SHUVRQ WKDW â&#x20AC;&#x153;I would never do anything the most power ful writes the press release that I canâ&#x20AC;&#x2122;t at the end of the OHDUQLQJ H[SHULHQFHV and sends it out. We day feel good about.â&#x20AC;? when you think you can are in a unique position do it, but you are not that we see much of what goes on across quite sure. Simpson described one such a company, and across an industry. We H[SHULHQFH ZKLFK LQYROYHG KHU FDUHHU MXPS need to take advantage of that and use IURP VHUYLFH 35 WR ,%0 +HU H[SHULHQFH WR that to advise our companies, our business WKDW SRLQW LQYROYHG D PL[ RI FDXVH RU LVVXH leaders, and our peers.â&#x20AC;?

GULYHQ 35 KHDOWK SROLF\ DGROHVFHQW VH[XDO health issues, international family planning [Develop Your Communication and governmental issues with both nonSkills] SURĂ&#x20AC;W DQG DJHQF\ 35 :KHQ VKH WRRN WKH According to Simpson, a leader must MRE DW ,%0 VKH WRRN D MXPS LQWR WKH GHHS KDYH H[FHOOHQW YHUEDO FRPPXQLFDWLRQ VNLOOV end. Though unsure if she could develop H[FHOOHQW ZULWWHQ VNLOOV DQG WKH DELOLW\ WR SXW talent in technology communication, puzzle pieces together. She emphasized she took the challenge; she is still that these three skills are crucial to public swimming with success.

UHODWLRQV DQG PRUH JHQHUDOO\ WKH Ă&#x20AC;HOG RI communication. Effective written and oral skills can improve the success of the page 145

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[Keep Your Integrity]

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6KH DQG RWKHUV LQĂ XHQWLDO LQ WKH FRP During times of crisis, a PR munication world continue to stand by the leader can be faced with print forms of media like the New York Times, moral and ethical issues. Simpson The Wall Street Journal and the wire services recommends that leaders must such as Reuters and the Associated Press. keep their integrity. â&#x20AC;&#x153;I will not do something However, she recognized the growing that I donâ&#x20AC;&#x2122;t believe in. I wonâ&#x20AC;&#x2122;t work importance of these innovative forms of for a company that I donâ&#x20AC;&#x2122;t believe in. I media vehicles, and commented that wonâ&#x20AC;&#x2122;t say something to a reporter that I soon the different media lines will blur, thus fundamentally donâ&#x20AC;&#x2122;t believe in or that is changing the way media is handled. Three not true. If I have to make a bad situation contributing factors to this change include better, I look for things in this situation that the 24-hour news cycle, the evolving roles of reporters, and, most truly make it better. I importantly, use of the â&#x20AC;&#x153;We are doing ourselves a would never do anything Internet, one of the that I canâ&#x20AC;&#x2122;t at the end of huge disservice if we view the day feel good about.â&#x20AC;? ourselves, and allow others biggest changes that Simpson has seen in her Simpson believes integrity WR YLHZ XV DV MXVW WKH SHUVRQ \HDUV RI H[SHULHQFH is key to leadership She that writes the press release â&#x20AC;&#x153;In our technological emphasized the impand sends it out.â&#x20AC;?

ZRUOG SHRSOH DUH MXVW ortance of integrity on as likely to get news WKH MRE DQG WKURXJKRXW from Perez Hilton as from CNN.â&#x20AC;? your entire life.

She noted that at the beginning of her career, not everyone had a computer at [Evolve] The ability to adapt is critical to their desk, and a website could be sustained becoming a better leader in PR. According by companies with a simple homepage. to Simpson, the PR profession is changing 1RZ SHRSOH H[SHFW LPPHGLDF\ LQ WKHLU dramatically, and one must be able to answers. Using search engines like ask. evolve and adapt with it. With new types com or google, they receive immediate of media such as blogs, virtual reality, JUDWLĂ&#x20AC;FDWLRQ RQ D WRSLF RI LQWHUHVW 7KH and social networks, the face of media is Internet also connects people worldwide changing completely. Simpson suggests, WRGD\ ´5XOHV WKDW H[LVWHG ZLWK ÂśWULHG DQG in the near future, the industry will need to trueâ&#x20AC;&#x2122; PR donâ&#x20AC;&#x2122;t apply in the interactive take these new forms of media and truly world.â&#x20AC;? understand them. page 146

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[Think About Your Audience, All of Your Audiences]

PR professionals generally have two PDMRU DXGLHQFHV WKHLU H[HFXWLYHV LQ WKH company, and the media. These two audiences must be considered at all times for information, and yet different ideas should be delivered to them individually. ´:KHQ SLWFKLQJ D PDMRU FDPSDLJQ RU strategy to your CEO or senior leadership,â&#x20AC;?

Simpson said, â&#x20AC;&#x153;never walk into a meeting without doing your best to secure the likely outcome in advance. Know who will be involved in making the decision and build your allies and supporters by selling them on your idea before the meeting so you have the support you need around the table when youâ&#x20AC;&#x2122;re giving your big pitch.â&#x20AC;?

However, when thinking about the media, the pitch needs to change. It is more important to â&#x20AC;&#x153;keep it simple. If \RX FDQ¡W H[SODLQ LW WKH\ FDQ¡W ZULWH about it,â&#x20AC;? Simpson said. Again, though the company and the media are two of your most important audiences, they are not the only factors in decisions. Others LQFOXGH FRQVXPHUV FRPPXQLW\ RIĂ&#x20AC;FLDOV suppliers, stakeholders one must work with or represent, and so forth.

Given Stacy Simpsonâ&#x20AC;&#x2122;s achievements, it seems likely that she has learned from and followed her own advice for success in the profession.

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Julie D. Stuckey Bachelor of Arts, English Hometown: Beatrice, Alabama

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David Warschawski Founder and CEO, warschawski

If you could hand pick your childâ&#x20AC;&#x2122;s little

league coach, or even your own coach as a child, who would it have been? A famous baseball player, or even a parent? %XW ZKDW DUH WKH VSHFLĂ&#x20AC;F FKDUDFWHULVWLFV RI a great coach? Itâ&#x20AC;&#x2122;s often the unrelenting encouragement that person offers, or his or her fairness, or his or her tremendous athletic ability, or a combination of these attributes, plus more.

Meet David Warschawski: dream little league coach.

[Head in the Game]

When Warschawski speaks, there is no hesitation, few pauses. He lays out a play, DQG HIĂ&#x20AC;FLHQWO\ UXQV LW 7KHUH LV VXEWOHW\ LQ his inspiration; one wants to be a player on his team without really understanding why initially. But the reason is simple. He is passionate and knowledgeable without

being overbearing, and heâ&#x20AC;&#x2122;s a person who believes in giving everyone a chance to participate.

While Warschawski has dabbled in coaching varsity sports, heâ&#x20AC;&#x2122;s primarily made a name for himself in the world of public relations and marketing. His high school basketball team was, most probably, as winning as his successful entrepreneurial effort, the Baltimore-based public relations, PDUNHWLQJ DQG EUDQGLQJ Ă&#x20AC;UP ZDUVFKDZVNL 7KH FKDUDFWHULVWLFV WKDW PDNH :DUVFKDZVNL a good coach are, likely, the same traits that make him a successful and powerful OHDGHU LQ WKH Ă&#x20AC;HOG RI SXEOLF UHODWLRQV encouraging impeccable work, valuing creativity and supporting mentorship.

Appropriately, Warschawski admits his involvement in sports has provided a sense of inspiration and a place from which page 149

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heâ&#x20AC;&#x2122;s derived his experience, someone who other people will follow.â&#x20AC;? motivation and leadership skills.

He believes excellent leadership While it is not the only source requires someone who is goal-oriented of these things, his experiences in and driven. Such a person not only has a athletics have, however, played an vision, but also invites people to share in important role in developing such attributes. that idea, to become an integral part of â&#x20AC;&#x153;Sports teach you how to push yourself, that vision by collaborating to achieve a have mental and physical toughness and shared goal. According to Warschawski, go the extra mile,â&#x20AC;? he explained. leading requires educating people along For Warschawski, he believes being the way about oneâ&#x20AC;&#x2122;s plans and how to go DFWLYH LQ VSRUWV HDUO\ RQ LQ OLIH VSHFLĂ&#x20AC;FDOO\ about realizing them. his participation in team sports, such as Working as a cohesive group can basketball and soccer, provided him with be vital to the success of a project, but the opportunity to develop having an effective certain leadership skills. â&#x20AC;&#x153;Being very actively involved leader is essential to in sports was a great way Sports naturally allowed Warschawski. After him to learn to effectively being asked a fairly to come to know what it function in a group, to complicated question means to lead.â&#x20AC;? enjoy competition, and about how his personal to embrace challenges. More importantly, leadership skills may have affected his experiences taught him how to emerge different professional situations, he simply as a leader within a group. and directly responded, â&#x20AC;&#x153;I would answer â&#x20AC;&#x153;Being very actively involved in sports that in a very different way.â&#x20AC;? Warschawski was a great way to come to know what responds in this manner frequently. He it means to lead, to be involved in being often resolves complicated questions with part of the team,â&#x20AC;? he said. â&#x20AC;&#x153;When youâ&#x20AC;&#x2122;re VLPSOH SRLJQDQW DQVZHUV 7KH ERWWRP involved in the group dynamic, and you all line seems to be: â&#x20AC;&#x153;How many times want to accomplish something as a goal, has something really worthwhile been you have to work nicely or in tangent with accomplished when there wasnâ&#x20AC;&#x2122;t good other people, with different personalities, leadership?â&#x20AC;? to create success. It teaches you about Warschawski has been ranked the group dynamics. It teaches you about number one small agency in the country winning and losing. It teaches you how to by PR News and the Holmes Report for be within that framework, and who people the last two years and has won more than will follow, and what are the attributes of 190 industry awards for its work in the last page 150

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nine years. Warschawski knows his agency wouldnâ&#x20AC;&#x2122;t have accomplished these impressive milestones without excellent leadership throughout his organization, at all levels.

>7KH 5RRNLH@

So how does someone, who as a kid growing up in Baltimore and dreaming of playing for the Baltimore Orioles, become a front-runner in the public relations Ă&#x20AC;HOG" :LWK WKH QXUWXULQJ RI KLV SDUHQWV Warschawski developed certain leadership skills, including curiosity and perseverance, which he believes facilitated his success.

His father, who worked as an achievement consultant to top-level business PDQDJHUV KHDYLO\ LQĂ XHQFHG QRW RQO\ Warschawskiâ&#x20AC;&#x2122;s personal life, but also his professional career. â&#x20AC;&#x153;His approach to business, the consultative role that he takes, and the ideologies that I grew up with, have had a tremendous impact on the way I conduct business,â&#x20AC;? he said concerning his father.

Such support continued once he left home. Warschawski entered the profession as a young rookie starting out in New York &LW\ ZLWK 7KH 'LOHQVFKQHLGHU *URXS +H genuinely feels the mentorship he received there from the late Robert Stone allowed him the opportunity to grow and learn in the profession. He spoke respectfully about Stoneâ&#x20AC;&#x2122;s trust in his ability; â&#x20AC;&#x153;He really took me under his wing and taught me

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Fun Facts: He was born in Basel, Switzerland 7R HQKDQFH ZRUN SHUIRUPDQFH -He exercises He speaks four languages: -English, Swiss, German & Swiss German Dream job as a kid: 7R EH D EDVHEDOO SOD\HU IRU WKH Orioles Interesting fact: -He coached varsity basketball while running a company

a lot of the nuances of the profession, allowed me to be involved in the type of work that probably, at the age I was doing it, most people would never have had the exposure to.â&#x20AC;?

He moved on to work for Edelman in New York, which, at that time, was the number one New York-based agency.

[Playing for Keeps]

Despite the rich professional experiences in his early career, Warschawski thought he could do more in his work. In fact, â&#x20AC;&#x153;doing moreâ&#x20AC;? could be understood as his mantra, both then, and now. page 151

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With that outlook, he set out to He also just wanted to get back to business, start his own company in 1996. another principle he felt other companies He thought he had built a solid had lost sight of in his past experiences. foundation with his previous work When a client seeks his services, he knows experiences, and he felt he could he isnâ&#x20AC;&#x2122;t being contracted to, as he put it, branch out on his own. ´GR 35 IRU 35¡V VDNH Âľ +H NQRZV KLV Ă&#x20AC;UP¡V â&#x20AC;&#x153;I can do this, and do this well, and do it efforts are used in the hopes of producing differently, and Iâ&#x20AC;&#x2122;d really like to give it a go,â&#x20AC;? D YHULĂ&#x20AC;DEOH EXVLQHVV UHVXOW ,Q FRQVXOWLQJ he stated regarding his entrepreneurial a client, he attempts to understand the effort. companyâ&#x20AC;&#x2122;s business goals for using his Doing it differently is also a key concept agencyâ&#x20AC;&#x2122;s services. He advises clients on which Warschawski bases his work ethic. regarding the possibility of public relations He highly values setting the bar high, and and marketing in helping to achieve the soaring above it. Such desired outcome, as â&#x20AC;&#x153;How many times has an ideal is something well as how to execute he found somewhat something really worthwhile plans to achieve the lacking in previous best result possible. been accomplished when work environments. He Warschawski takes there wasnâ&#x20AC;&#x2122;t good missed not only doing pride in his companyâ&#x20AC;&#x2122;s leadership?â&#x20AC;? a great job, but doing positive culture, another an outstanding job. factor he feels some He wanted to do work in his own way, corporations overlook. â&#x20AC;&#x153;I wanted to be in a to produce work of which he could be place where having a good time, having especially proud. a sharing work environment where thereâ&#x20AC;&#x2122;s He felt that he could potentially be fun, love, good energy, sort of a thrilling and even more impressive to clients through his caring workplace, didnâ&#x20AC;&#x2122;t mean that you ZRUN ´7KDW ZDV RQH RI WKH PDLQ UHDVRQV , werenâ&#x20AC;&#x2122;t doing great work. But rather that it wanted to start my own agency, because supported doing outstanding work.â&#x20AC;? , ZDQWHG FOLHQWV WR JR Âś:RZ 7KH\ UHDOO\ 7KH +ROPHV 5HSRUW KDV UHFRJQL]HG went the extra mile. Wow, they really warschawski as one of the top 20 boutique thought of everything. Wow, theyâ&#x20AC;&#x2122;re really DJHQFLHV WR ZRUN IRU LQ WKH FRXQWU\ 7KH RQ P\ WHDP 7KH\ UHDOO\ ZDQW WR JHW WKLV company has received the award for the rightâ&#x20AC;&#x2122;.â&#x20AC;? past six years, which Warschawski proudly But going above and beyond was only mentioned in conversation. What he RQH UHDVRQ KH GHFLGHG WR VWDUW KLV RZQ Ă&#x20AC;UP neglected to mention, however, are any page 152

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of the brands on warschawskiâ&#x20AC;&#x2122;s impressive inspired by new innovations, as opposed client list, including: Black & Decker, to repetition. Leaders have to provide their $GLGDV *RUH 7H[ 8QGHU $UPRXU 'H:DOW organizations with unique ideas in order to WKH FRXQWU\ RI 1RUZD\ 7KH $WKOHWH¡V )RRW JDUQHU VXSSRUW DQG LQ WXUQ EH LQĂ XHQWLDO DQG &HQWXU\ 7R KLP LW VHHPV ZRUNLQJ â&#x20AC;&#x153;Other places, once you know IRU KLJK SURĂ&#x20AC;OH FRPSDQLHV LVQ¡W ZKDW KLV something, or you know how to do it, you work is about; itâ&#x20AC;&#x2122;s about offering the best can keep doing it well. But in our industry, services he can possibly provide to those whatâ&#x20AC;&#x2122;s been done before, if you keep doing companies. that, itâ&#x20AC;&#x2122;s not successful,â&#x20AC;? Warschawski said. â&#x20AC;&#x153;We are going to help the company Being unique is something Warschawski create the most powerful brand, weâ&#x20AC;&#x2122;re GRHV ZHOO +H KROGV QR VSHFLĂ&#x20AC;F IRUPXOD WR going to help them clarify what that brand any question asked. He does not come up is, weâ&#x20AC;&#x2122;re going to help them determine with the answers you expect or hope for; who the best target audience is, and weâ&#x20AC;&#x2122;re he has a unique perspective. He does not going to help create offer necessarily simple â&#x20AC;&#x153;I can do this, and do this marketing programs solutions, but tried and that by their very nature, well, and do it differently, and true solutions, often with have such powerful Iâ&#x20AC;&#x2122;d really like to give it a go.â&#x20AC;? an unexpected spin. He PR attributes built into knows it works, because it, that they almost sell themselves,â&#x20AC;? said heâ&#x20AC;&#x2122;s doing it, and doing it well.

Warschawski.

[A Winning Game]

While offering the best services is something warschawski succeeds in doing, Warschawski also hopes to provide those services in a fresh way. In a competitive market, he promises his clients that his services will help an organization to stand out.

While he believes leadership in public relations is very similar to leadership in other Ă&#x20AC;HOGV KH GRHV WKLQN WKDW SXEOLF UHODWLRQV leaders need to be somewhat more creative. People are more likely to be

[Practice Makes Perfect]

If Warschawski had to prove his coaching abilities in only one way, it would be by his enduring support for mentorship in the areas of public relations and marketing.

He feels a major issue the profession faces as a whole is attracting the best and brightest students. Students often foster a PLVFRQFHSWLRQ RI ZKDW WKH Ă&#x20AC;HOG LQYROYHV he explained, and therefore, donâ&#x20AC;&#x2122;t choose the profession.

And often, he feels, when they do choose to undergo educational training in the page 153

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Ă&#x20AC;HOG HVSHFLDOO\ FRQFHUQLQJ on how to be the best advocates of the advanced degrees, practical practice. lessons are not learned.

Business knowledge, excellent >$W WKH 7RS RI KLV *DPH@ communication abilities and 7KH $GPLQLVWUDWLYH $VVRFLDWH SURJUDP research skills are frequently lacking among is just one way in which Warschawski college graduates â&#x20AC;&#x201C; three fundamental puts plays into action. He practices what skills vital to their success. â&#x20AC;&#x153;For the most, I he preaches. He values learning, so he WKLQN JHWWLQJ LQ ZLWK D JRRG Ă&#x20AC;UP RQFH \RX VWD\V RQ WRS RI WUHQGV LQ WKH Ă&#x20AC;HOG +H learn those fundamentals, is more import- values commitment to leadership, to fully ant than getting an advanced degree. accepting the responsibility it entails, so he You can learn more on the job from is committed professionally and personally. good mentors His personal values are â&#x20AC;&#x153;A thrilling and caring a n d ro l e m o d e l s , â&#x20AC;? heavily intertwined with Warschawski said. workplace didnâ&#x20AC;&#x2122;t mean his professional values, When students do which resonate in his that you werenâ&#x20AC;&#x2122;t doing come into the profession, great work. But rather that companyâ&#x20AC;&#x2122;s culture. he whole-heartedly Because of his desire it supported doing believes in taking the to excel, he cites few outstanding work.â&#x20AC;? time to guide and teach outright fumbles in his them, to involve them in career. He only hopes real processes of the job. At warschawski, to build on things he has done, to improve an intern is not an intern; he or she is a his best work, and to do things in a new participant in the administrative associate and different way. He is constantly working program, and these employees are hardly towards creating the next homerun, benchwarmers. touchdown or goal. Odds are, he and â&#x20AC;&#x153;We take time to walk them through his agency will score frequently and that high-level decisions, how they are made, everyone involved in the process wins. why they are made, how does this work, why do we do it this way as opposed to Emily L. Thibaut another way. We allow them to be actively Bachelor of Arts, Public Relations involved in that process,â&#x20AC;? Warschawski said.

Hometown: Donaldsonville, Louisiana He believes this is the best way to really learn about the profession. By mentoring young minds, professionals can learn early page 154

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Bari Watson

Director of Athletic Marketing & External Affairs, Belmont University

All

the allures of Alabama native Bari Watson’s beauty, grace and charm seem to have come directly from her Southern URRWV WR H[WHQG WKHLU LQÁXHQFHV RQ KHU personal philosophies and triumphs in the ÀHOG RI SXEOLF UHODWLRQV +HU JHQXLQH FDUH IRU SHRSOH DQG FRPPDQGLQJ FRQÀGHQFH enables Watson to cultivate relationships within Belmont University, where she serves as director of athletic marketing and H[WHUQDO DIIDLUV Growing up as the oldest daughter of a schoolteacher who recently retired after 37 years of teaching second grade, Watson’s natural inclination towards hard work seems to be a direct lineage from her PRWKHU +HU YDULRXV DZDUGV UHFRJQL]LQJ her achievements, ranging from public speaking to her extensive involvement volunteering on behalf of children with special needs, solidify her image as a caring,

SDVVLRQDWH SHUVRQ DQG SURIHVVLRQDO Perhaps it is her genuine personality or her excitement in completing a job or task, but through the years, Watson has acquired various mentors whom have trusted her with their insight in all matters RI OLIH 0HQWRUV ZKR KDYH FRXQVHOHG DQG guided Watson do so because she can be trusted to use their advice in a way to enhance the professional and personal OLYHV RI RWKHUV $V VRPHRQH ZKR VHHNV WR serve beyond herself and her job title, it is assured Watson will assist others as others KDYH DVVLVWHG KHU When considering the crucial aspects of leadership in Watson’s career, one would identify the passion which permeates every aspect of her career and SULYDWH OLIH $Q H[WHQVLRQ RI WKLV trait, her outgoing personality, enables her to acquire, foster page 157

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and maintain authentic rela- health and aging to Presidents Jimmy WLRQVKLSV $ SDVVLRQ IRU SHRSOH Carter, Ronald Reagan, Bill Clinton and and her profession makes *HRUJH %XVK 7KH KXPDQLWDULDQ HIIRUWV DQG her an excellent candidate to advocacy work of this fellow Alabamian be a participant in the process of have received national and international mentoring, as it can be expected that her recognition, and although she was not individual advancement in leadership will LQ WKH Ă&#x20AC;HOG RI SXEOLF UHODWLRQV 'U 0DU\ VXEVHTXHQWO\ SURPRWH WKH SURIHVVLRQ 6LQFH 6WDUNH +DUSHU VHUYHG WR LQĂ XHQFH :DWVRQ¡V public relations is about establishing and SHUVRQDO DQG SURIHVVLRQDO OLIH developing relationships, passion exuded +DYLQJ SXW KHUVHOI WKURXJK VFKRRO LQ in the practices of professionals such as nursing during the time of Segregation and Watson serves to augment the credibility DJDLQVW WKH ZLVKHV RI KHU IDWKHU +DUSHU ZHQW of the profession as a on to earn three college ZKROH degrees and became â&#x20AC;&#x153;I think I am someone with â&#x20AC;&#x153;When you are really one of the most highly aspirations to continue to interested in people, and regarded people in the learn and grow, to be you care about them, it KHDOWKFDUH LQGXVWU\ ,QLW mentored, as well as VKRZV 3HRSOH WUXVW \RX ially becoming a mentor PHQWRU RWKHUV Âľ 5HODWLRQVKLSV DUH UHDO who advised Watson It helps tremendously on everything from her when you are responsible for the PR for an resume to potential jobs, their relationship RUJDQL]DWLRQ %XW \RX FDQ¡W IDNH LW )RU PH deepened beyond its professional begI feel blessed to have built the relationships innings until Watson began to regard , KDYH Âľ VDLG :DWVRQ +DUSHU DV D JUDQGPRWKHU â&#x20AC;&#x153;I would say the life that she lived, the person that she was, and her success as [Early Guidance] After earning a bachelorâ&#x20AC;&#x2122;s degree in a woman communicating internationally communications studies in 2000 from the on behalf of the United States, served in University of Alabama, she worked for a so many ways to be a great role model to year with Premier Marketing in Tuscaloosa, PH Âľ Prior to her death nearly two years ago, Alabama as program coordinator for the the two spent holidays together and spoke $ODEDPD +HDOWKFDUH +DOO RI )DPH 'XULQJ this time, Watson met and developed a QHDUO\ HYHU\ GD\ +DUSHU¡V HPSKDVLV RQ IULHQGVKLS ZLWK 'U 0DU\ 6WDUNH +DUSHU ZKR integrity and the importance of taking served as a special adviser on mental FKDQFHV FRQWLQXHV WR EH UHĂ HFWHG LQ DOO page 158

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PDWWHUV RI :DWVRQ¡V OLIH Describing their relationship as â&#x20AC;&#x153;one of the greatest blessings of my life,â&#x20AC;? Watson ,QWHUHVWLQJ IDFW GHVFULEHG +DUSHU DV EHLQJ D VRUW RI OLIH -She was chair of a project that coach whose advice on choosing jobs created an inclusive playground enabled her to successfully place herself in for children with disabilities what she feels in hindsight to be the best place she could be professionally, at just 'UHDP MRE DV NLG WKH ULJKW WLPH -To be a broadcast journalist Watson continues to serve the $ODEDPD +HDOWKFDUH +DOO RI )DPH E\ )DYRULWH IRRG sitting on its advisory board and making )UHVK YHJHWDEOH SODWH LQ WKH WULSV WR SDUWLFLSDWH LQ LWV PHHWLQJV 7KURXJK summer at grandmother(s) homes continued involvement, she is able to 7R HQKDQFH ZRUN SHUIRUPDQFH HQVXUH +DUSHU¡V OHJDF\ FRQWLQXHV WR -She prepares a to-do list for the EHQHĂ&#x20AC;W WKH KHDOWKFDUH LQGXVWU\ $V HYLGHQW QH[W GD\ WR VWD\ RUJDQL]HG DQG WR in this example, mentoring creates a cycle have a plan that allows for visions and professional practices to be maintained, developed DQG HQKDQFHG â&#x20AC;&#x153;U-DUBâ&#x20AC;? as called by its students, would provide an opportunity for her to develop her skills and deepen her understanding of [An Opportunity] After returning to the University of WKH QRQSURĂ&#x20AC;W Ă&#x20AC;HOG 6RPHWKLQJ VKH FRXOG Alabama to attain a masters degree in not have anticipated was the success she advertising and public relations in 2002, ZRXOG Ă&#x20AC;QG HPSOR\LQJ 'U +DUSHU¡V DGYLFH Watson found herself unsure as to where to be aggressive and to take chances in to take her next professional step, but was WKH SURIHVVLRQDO ZRUOG Upon applying for a fundraising position fortunate to be directed by her professor, 'U %UXFH %HUJHU LQ GHFLGLQJ RQ D SDWK as director of development, Watson IRU KHU FDUHHU :LWK KLV JXLGDQFH WKH WZR PHW ZLWK WKH 8QLYHUVLW\¡V SUHVLGHQW 'U decided that her skills and personality 5LFKDUG +ROODQG 7ZR ZHHNV DIWHU W\SH ZRXOG EH EHVW XVHG LQ QRQSURĂ&#x20AC;WV 7KLV EHLQJ KLUHG 'U +ROODQG PHW ZLWK jumping point led Watson to begin her Watson and gave her both an career in the town of Livingston, Alabama RSSRUWXQLW\ DQG D FKDOOHQJH ZLWK D MRE DW WKH 8QLYHUVLW\ RI :HVW $ODEDPD Knowing her interest resided

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in advertising and public were thrilled that commercials, billboards, relations, he informed her radio spots and print advertisements that the University of West were incorporated in cities throughout Alabama had not developed a WKH VRXWKHDVW 6KH VDLG ´,¡P VLWWLQJ KHUH concrete communication plan, WKLQNLQJ ,¡P GRLQJ P\ MRE 7KLV LQ P\ PLQG but he was willing to allow her to do some ZDV ZKDW ZDV VXSSRVHG WR KDSSHQ Âľ initial research to possibly create such a She recalls hearing about a bus full of FDPSDLJQ students returning from an athletic event Discovering that a recent name change that passed a billboard advertising their had caused much confusion about the university, and the bus erupted in cheers university among its potential publics, of pride in celebration of their schoolâ&#x20AC;&#x2122;s Watson developed an integrated market- UHFRJQLWLRQ $V VKH EHFDPH D SDUW RI WKH LQJ SODQ WR DGGUHVV WKLV DQG RWKHU LVVXHV community in an effort to thoroughly do When implemented, it her job by immersing UHVXOWHG LQ D VLJQLĂ&#x20AC;FDQW â&#x20AC;&#x153;If I can ever be any type of herself in its culture and enrollment increase and mentor or help someone else becoming invested in an annual marketing its people, Livingston in their career or personally, EXGJHW RI became a home to , DP KDSS\ WR GR WKDW Âľ When regarding the KHU 5HJDUGLQJ KHU huge chance taken contributions to the E\ 'U +ROODQG VKH VDLG ´, IHHO KLV YLVLRQ university, she said, â&#x20AC;&#x153;It makes you feel and his proactive approach to trust a really good when you think something you young individual allowed something great KDYH GRQH LV JRLQJ WR FRQWLQXH WR Ă RXULVK to happen â&#x20AC;ŚI think that was an example DQG JURZ DIWHU \RX¡UH JRQH , IHOW UHDOO\ of positive leadership in dealing with a wonderful to have been able to do that in VLWXDWLRQ Âľ P\ Ă&#x20AC;UVW UHDO MRE Âľ ,Q WKLV PRPHQW RI OHDGHUVKLS 'U +ROODQG created an opportunity for Watson to [A New Challenge] exert her own abilities as a leader, and she After three years working with the GHVFULEHG WKLV PRPHQW DV KHU WLSSLQJ SRLQW University of West Alabama, Watson When describing this career milestone, she moved to Nashville in 2005 after taking speaks in honor and awe of the numerous a marketing job at Belmont University in thank-you notes received from alumni and LWV DWKOHWLFV GHSDUWPHQW 5HVSRQVLEOH IRU others members of the communities with corporate relations and sponsorships, DOOHJLDQFHV WR WKH VFKRRO 7KHVH LQGLYLGXDOV she was able to increase the previous page 160

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annual average of $30,000 received from primarily depends on the ability of those corporate sponsorships to about $130,000 being advised to implement the wisdom LQ D \HDU +DYLQJ FDSWXUHG WKH DWWHQWLRQ passed down in their careers or lives, as of her athletic director as a result of her well as to pass it on to others in an effort to success, she expressed the need for a HVWDEOLVK D VRUW RI FRQWLQXXP (VWDEOLVKLQJ more aggressive communication plan for this progression in her own life, Watson said, %HOPRQW DWKOHWLFV :LWK D WHDP RI HOHYHQ WR â&#x20AC;&#x153;I am just a young woman in Nashville, assist her efforts, she was then put in charge Tennessee, but if I can ever be any type of all external affairs, including managing of mentor or help someone else in their media relations, marketing, promotions, career or personally, I am happy to do VSHFLDO HYHQWV WKH WLFNHW RIĂ&#x20AC;FH DQG WKH WKDW Âľ GHYHORSPHQW DQG FRUSRUDWH RSHUDWLRQV Another dimension or factor that has Just as in years past, Watson was able served to enhance Watsonâ&#x20AC;&#x2122;s talents resulted to use guidance from from her experience in her mentors, and she â&#x20AC;&#x153;It makes you feel really good higher education, which was grateful that her she feels further polished when you think something c o l l e g e p r o f e s s o r, the skills she developed you have done is going to Berger, reviewed her in her undergraduate FRQWLQXH WR Ă RXULVK DQG JURZ integrated marketing studies and enhanced DIWHU \RX¡UH JRQH Âľ plan she developed as her ability to lead a part of the campaign SXEOLF UHODWLRQV HIIRUW VKH SODQQHG WR LPSOHPHQW IRU %HOPRQW In particular, public speaking is one area She says, â&#x20AC;&#x153;I hold him in such high-esteem which she said has been â&#x20AC;&#x153;another real in that what he has been for me in my NH\ WR P\ VXFFHVV :KHQ \RX NQRZ \RXU career is someone that has been a great product, and you can stand before publics VRXQGLQJ ERDUG , GRQ¡W NQRZ LI HYHU\RQH DQG GHOLYHU SRZHUIXO PHVVDJHV LW LV KHOSIXO Âľ who goes through higher education really This skill, paired with her enthusiasm, plays Ă&#x20AC;QGV VRPHRQH ZKR ZLOO EH LQYHVWHG LQ WKHLU a direct role in what she describes as the life and career and help them years and PRVW JUDWLI\LQJ DVSHFW RI KHU MRE \HDUV GRZQ WKH URDG , ZHQW WKURXJK WKH ´:KDW , Ă&#x20AC;QG UHDOO\ UHZDUGLQJ LV WKDW graduate program six years ago, and still I truly believe in the productâ&#x20AC;Ś So what I ÂŤ FDOO %HUJHU WR EH P\ VRXQGLQJ ERDUG Âľ get to doâ&#x20AC;Śis I get to champion The results of a relationship between a the storyâ&#x20AC;ŚWhen I meet with a mentor and the one being the mentored potential sponsor, I feel really can have little or great effects, but this FRQĂ&#x20AC;GHQW DERXW EHLQJ DEOH page 161

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to communicate that through :DWVRQ VDLG everything from mass media Watson observed during the interview EX\V WR VSHHFKHV Âľ that her leadership capabilities would strengthen with time so that she will be a better leader in the future than she is >3D\LQJ LW )RUZDUG@ +HU FXUUHQW ZRUN DW %HOPRQW 8QLYHUVLW\ LV presently, and one can only surmise those performed with the same enthusiasm and leaders she will inspire as she, too, begins pride as felt during her days at University WR PHQWRU RI :HVW $ODEDPD +ROGLQJ RQ WR WKH Bessie H. Lapeyrouse principle that her belief in the character of Bachelor of Arts, Public Relations the universities she has been a part of has Hometown: Mobile, Alabama contributed to her success as well as her involvement in community associations (such as being a Kiwanis member, Nashville Emerging Leader and member of the Nashville Sports Council), it is reasonable to assume Watson is an emerging leader with JUHDW DFKLHYHPHQWV WR FRPH ´)RU PH , IHHO EOHVVHG WR KDYH EXLOW WKH relationships I have, and I honestly donâ&#x20AC;&#x2122;t DOZD\V IHHO OLNH WKLV LV ZRUN 7R PH WKH relationship building aspect of PR is a lot of fun and extremely rewarding!â&#x20AC;?

If leadership is the ability to guide, and mentoring is supporting the progress of anotherâ&#x20AC;&#x2122;s efforts to succeed, Watsonâ&#x20AC;&#x2122;s SURĂ&#x20AC;OH OHQGV FUHGHQFH WR WKH VWURQJ OLQN EHWZHHQ WKH WZR DQG WKH LQĂ XHQFH WKH SDLU FDQ KDYH RQ VXFFHVV $V HYLGHQW LQ WKLV case, continuing this practice could serve to further enhance the public relations SURIHVVLRQ â&#x20AC;&#x153;I think I am someone with aspirations to continue to learn and grow, to be mentored, as well as mentor others,â&#x20AC;? page 162

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Rebecca Winter Corporate Director of Brand Communications, JCPenney Company, Inc.

It’s

fast-paced. It’s energetic. It’s all about making things matter to people.

Rebecca Winter is a woman with a drive to be one of the great storytellers, and in doing so, she wants to make things matter.

It is those two passions that have inspired her throughout an outstanding 11-year career in communications.

Most students begin college without a clue as to what career they want to pursue, but Winter was different. She said she was “always truly very passionate about communications.” At Kansas State University, Winter double majored in public relations and speech. She was also actively involved in journalism and the forensics team.

Her enthusiasm for public relations and communications followed her from college and throughout her career with companies such as IBM, Whirlpool Corporation and

JCPenney. “I’ve had a very exciting career, and I think it’s only going to continue here at JCPenney; I have great passion for what I do,” she said.

Being passionate about public relations also requires certain skills to do her job effectively, she said. These include “writing, communication, and making things matter to people is typically the way I like to refer to my value proposition.”

With hard work and determination, she has been able to achieve her goal.

How does she do it? “I set the goal, even subliminally sometimes, and work to achieve it,” she said.

[Learning New Things]

´, WKLQN WKDW LI WKHUH ZHUH D SURÀOH on me it would highlight that I love to learn new things,” Winter said. She knows it’s page 165

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important to love what you do. [Making Things Matter] However, it takes more than just With so much information available passion. Possessing adequate WRGD\ LW FDQ EH GLIĂ&#x20AC;FXOW WR PDNH \RXU knowledge is necessary, and she is message stand out. â&#x20AC;&#x153;Youâ&#x20AC;&#x2122;re not going to be certainly thirsty for knowledge. â&#x20AC;&#x153;What a great PR person if youâ&#x20AC;&#x2122;re not somebody gets me up in the morning everyday is, Iâ&#x20AC;&#x2122;m who can effectively communicate,â&#x20AC;? Winter a learner.â&#x20AC;? She even considers learning said. â&#x20AC;&#x153;Great PR people are people that new things to be a personal hobby. really understand the business and know Winter pointed out that she is never how to make it relevant to others.â&#x20AC;?

FRPSOHWHO\ VDWLVĂ&#x20AC;HG ZLWK KHU OHYHO RI Public relations professionals must also knowledge because she knows there is convince internal audiences-- executives so much to learn. Thatâ&#x20AC;&#x2122;s why Winter loves and other co-workers-- of a messageâ&#x20AC;&#x2122;s working in teams, because it gives her an importance and allow them to understand opportunity to learn its purpose within the â&#x20AC;&#x153;I believe I have the potential business. The best way from others. to be one of the best at â&#x20AC;&#x153;I think one of the to do this, Winter said, most rewarding parts is â&#x20AC;&#x153;to just bring them making things matter to of my job is continually along on the process.â&#x20AC;? people.â&#x20AC;? lear ning something Include them from the new.â&#x20AC;? Her advice to young professionals beginning, allowing them to understand FRPLQJ LQWR WKH LQGXVWU\ LV WR Ă&#x20AC;QG PHQWRUV IURP Ă&#x20AC;UVW KDQG H[SHULHQFH DQG SDUWLFLSDWH Many professionals have the knowledge, throughout the process. This also makes it and Winter suggests that people should relevant and personal to them. listen and allow themselves to learn from â&#x20AC;&#x153;I also think it is important that PR and them. She still emails former executives communications professionals know the and managers for advice and guidance business,â&#x20AC;? Winter said. â&#x20AC;&#x153;I think they should when she needs it. â&#x20AC;&#x153;If you are open to it, have a strong business background I think the sky is the limit. And people can because it comes down to credibility do great things if they just take the advice at the end of the day. If you donâ&#x20AC;&#x2122;t have people give them,â&#x20AC;? she said. something compelling and interesting to Being open and possessing knowledge, bring to the table, how are you ever going but striving for more, allows Winter the to make it matter to them?â&#x20AC;? means to make things matter to others.

For Winter, it wasnâ&#x20AC;&#x2122;t until she received her MBA from Notre Dame that she realized the importance of having a background page 166

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in business. In the professional world, she was able to acknowledge its importance and discover how much more effective she could be with this new insight into the business world.

While it is important to be relevant internally, it is also important that you make your message matter to your target audience.

“I think any time your target audience can understand and be aware of your story,” Winter said, “they are more likely to accept the message. They’ve got to understand it before they can internalize it and change something in their world. In a sense that’s the impact that communications has.”

According to Winter, it takes “focus and the ability to make things matter, especially with so much information these days. It’s so easy to get bogged down in the pages of text. PR and communications professionals have the responsibility to pull out what really matters and to make it clear in a way that’s meaningful and relevant.”

When asked what aspect of the job she enjoyed most, Winter referred to the process of creating stories and making them meaningful.

“There are times when we get nuggets of things that aren’t quite stories yet.

The part I love is when I get a couple of people together and say, ‘okay, so we’ve got this puzzle, and how do we bring this thing together? How do we make this

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Fun Facts: Dream job as a kid: 7R EH WKH ÀUVW ODG\ RU D QXQ Interesting fact: -She traveled to 40 U.S. states her junior year of college Favorite books: -”The Secret” & “Good to Great” Best PR advice received: -Be yourself Favorite food: -Mexican

FRPSHOOLQJ"· 7KDW·V WKH SDUW WKDW , ÀQG IXQ How do you take three different nuggets that are completely separate and bring them all together in a way that’s meaningful and relevant to the media, and tell a really compelling story?”

[Leading the Team]

Teams are another critical factor in success, according to Winter. “I like to work with people, with teams. I think PR allows you to do that.” Winter enjoys working in a team environment because she knows everyone has something to bring to the table. page 167

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When working in teams, ful- in my opinion, although not the most fun ÀOOLQJ \RXU UROH DV D OHDGHU LV at the time, really do come from the tough essential to one’s success. “I learnings.” would love to say that I’ve always Winter felt she was able to learn a lot succeeded, but to be honest, the from Carolina Mata, one of her previous times that I didn’t succeed allowed for my managers and leadership mentors. She PRVW VLJQLÀFDQW JURZWK µ worked for her on three different occasions So what does Winter take from that? and felt that she was good role model.

Becoming a leader and working in teams is “She helped make you better than you about learning as you go. Not everyone is thought you could be, and that’s one of not born a natural leader. So it’s important the things I really take with me. How do to learn from our mistakes and use them as I create an environment that enables stepping-stones to success. everyone I work with be better than they ,W FDQ EH GLIÀFXOW WR WUDQVLWLRQ LQWR ever thought they could be?” she said. a leadership role Being a leader is about “The things I am most because it entails diffbeing able to manage erent responsibilities proud of are the things I’ve a team and to lead and meeting different achieved as part of a team.” them to success. Many expectations. “Leading professionals have people is a different skill than just doing the GLIÀFXOWLHV PDNLQJ WKH WUDQVLWLRQ LQWR D work yourself,” Winter said. She referred to leadership role because their role changes an instance in her career where she was and so does their responsibility.

FDOOHG LQWR KHU PDQDJHU·V RIÀFH DQG KH “When you become a manager, there’s told her that she wouldn’t be receiving a shift that needs to happen,” Winter said. the promotion she was expecting. He “You need to learn to take a back seat said that she was one of the best media and engage and enable your team to relations professionals he’d seen, but if she succeed instead of being out front all the was going to be a leader, she needed to WLPH 7KDW·V D GLIÀFXOW WUDQVLWLRQ WR PDNH µ change some things. Although she was While making the transition, Winter disappointed, she took it as an opportunity. asked herself, “How do I remove barriers “It was a gift. When people give you and obstacles for my team, and give them constructive feedback like that, it’s a gift, more space than any of us believe they and if you can recognize it for what it is can handle, so that they can reach their – an opportunity – then you can work to potential?” improve it,” Winter said. “The best learnings In addition, leaders must recognize page 168

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certain actions that need to be taken to the best team together.â&#x20AC;? effectively lead a team. â&#x20AC;&#x153;Itâ&#x20AC;&#x2122;s checking Being a member of a team and a your ego and your pride at the door, which leader are both about working together isnâ&#x20AC;&#x2122;t always easy. Itâ&#x20AC;&#x2122;s admitting when you and allowing each individualâ&#x20AC;&#x2122;s personal know something, and itâ&#x20AC;&#x2122;s admitting when attributes to shine. â&#x20AC;&#x153;The things I take the you donâ&#x20AC;&#x2122;t. On my team, there are people most pride in now have to do with what that work for me that are smarter than me we do as a team; Itâ&#x20AC;&#x2122;s about helping to on some things. My job as a leader isnâ&#x20AC;&#x2122;t bring everyone along. I work on a fantastic WR NQRZ DOO WKH DQVZHUV ,W¡V WR Ă&#x20AC;JXUH RXW team right now, and I learn something new where my strengths are, where my teamâ&#x20AC;&#x2122;s every day. I think we all bring something strengths are and constantly leverage new and unique to the table.â&#x20AC;? them in the best interest of the company.â&#x20AC;?

In the end, then, according to Winter, [Every Day Matters] leadership is about living When asked if there â&#x20AC;&#x153;I donâ&#x20AC;&#x2122;t think itâ&#x20AC;&#x2122;s the big up to responsibility. â&#x20AC;&#x153;Itâ&#x20AC;&#x2122;s were any defining tough asking the right moments, I think itâ&#x20AC;&#x2122;s the moments in her career questions, itâ&#x20AC;&#x2122;s tough to that helped to mold her every-day moments that push back, itâ&#x20AC;&#x2122;s tough to as a professional or as matter most.â&#x20AC;? be the person that has a leader, Winter said, â&#x20AC;&#x153;I to have the really candid conversations, donâ&#x20AC;&#x2122;t think itâ&#x20AC;&#x2122;s a big moment, I think itâ&#x20AC;&#x2122;s the but as leaders thatâ&#x20AC;&#x2122;s our job. Thatâ&#x20AC;&#x2122;s our every-day moments. Itâ&#x20AC;&#x2122;s making the right responsibility to the company, to our teams choices for the team, for your people and and to ourselves.â&#x20AC;? for the business.â&#x20AC;? â&#x20AC;&#x153;I love this whole idea of engaging and JCPenneyâ&#x20AC;&#x2122;s brand positioning is â&#x20AC;&#x153;Every inspiring others, so I think some of the most Day Matters,â&#x20AC;? which Winter says is perfect rewarding parts of my job are working with in terms of describing her own philosophy. a team,â&#x20AC;? she said. â&#x20AC;&#x153;I think Iâ&#x20AC;&#x2122;m a perfect example of our brand â&#x20AC;&#x153;Respect among team members is positioning. To me, itâ&#x20AC;&#x2122;s those little, everyday also essential. When I say respect, I mean moments in life and in your professional life everyone has something unique that they that make it worthwhile. Working with great EULQJ WR WKH WDEOH DQG P\ MRE LV WR Ă&#x20AC;JXUH people that you enjoy being around out what that is,â&#x20AC;? Winter said. I think the best and that you learn from everyday is OHDGHUV GR D JRRG MRE RI Ă&#x20AC;JXULQJ RXW KRZ what matters.â&#x20AC;? to take all the unique skills -- the pieces of To help enhance her the puzzle -- and assembling them to put everyday performance, Winter page 169

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says she tries to document her daily accomplishments because it helps her determine if she’s “making an impact or just treading water.”

Throughout her diverse career, Rebecca Winter has enjoyed much success and yet is still able to appreciate the importance of each day. To her, it’s not about promotions and working her way to the top. It’s about learning, growing and striving each day to be better than the day before.

Elizabeth W. Toups Bachelor of Arts, Advertising Hometown: New Orleans, Louisiana

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Principles of Professional Leadership The stories of these 20 outstanding public relations professionals were analyzed and coded by the editorial team. We wanted to know if these successful young leaders shared common values or beliefs, or if there were recurring themes or patterns in their stories regarding work experiences, professional skills, leadership development activities or other areas.

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shared in their experiences: 1) leading by example, 2) keeping public relations current and 3) learning from mentors.

In addition, many of the 20 professionals expressed similar perceptions about six LQGLYLGXDO FKDUDFWHULVWLFV WKH\ YLHZ DV FUXFLDO WR H[FHOOHQW OHDGHUV LQ WKH Ă&#x20AC;HOG FUHDWLYLW\ integrity, passion, motivation, fundamental skills and diverse backgrounds. Those FKDUDFWHULVWLFV DORQJ ZLWK WKH WKUHH VKDUHG WKHPHV UHVRQDWH ZLWK WKH Ă&#x20AC;QGLQJV IURP the online survey. These, too, were seen as central to excellence in public relations leadership

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Themes of Leadership: [Leading by Example]

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role model for others, and many described how leading by example strengthened their relationships with their employees, colleagues and supervisors. Addressing the criteria of a good role model or leader, most interviewees mentioned the magnitude of leading in various ways.

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Romina Rosado of The NewsMarket explained, “I think that you cannot be an effective leader if you do not lead by example.” She indicated that colleagues and peers would never be able to trust you, if you don’t practice what you preach. “I think that it motivates people and makes them work ten times harder than they would normally work because they know that you’re in it with them,” said Rosado.

Other public relations professionals elaborated on this trait by describing their personal experiences with mentors and role models, and the example they set for others around them. Andy Hilton of ITT Corporation described how his role models possess the core set of values needed to be an excellent leader and exemplify them to others through their work efforts. “Steve Loranger… leads with his personal set of values and brings them to work everyday,” said Hilton. “[Loranger] is extremely intelligent and has been very successful at ITT, which you have to attribute partly to his ability to surround himself with page 174

a team that can move ITT to that next level in every aspect.â&#x20AC;? Loranger is an example of the proper way to lead because he is able to take his ideals into consideration, show others how to put these principles into practice, and guide the organization to the same XQLĂ&#x20AC;HG JRDO Other professionals used leading by example to explain the differences they feel DUH SUHVHQW EHWZHHQ OHDGHUVKLS LQ SXEOLF UHODWLRQV LQ FRPSDULVRQ WR RWKHU Ă&#x20AC;HOGV 7KH\ felt that for a person to be taken seriously as a public relations practitioner, they must illustrate to others how they possess the characteristics of a leader through their actions, rather than their words. Nick Ragone of Ketchum, said, â&#x20AC;&#x153;You canâ&#x20AC;&#x2122;t ask somebody to do something you havenâ&#x20AC;&#x2122;t or canâ&#x20AC;&#x2122;t do yourself. Too often you see that. Itâ&#x20AC;&#x2122;s easy to give orders to people, but itâ&#x20AC;&#x2122;s really hard to give orders and then be side-by-side with them doing the same thing.â&#x20AC;?

One commonality found in the interviews was that, for an individual to be an excellent OHDGHU LQ WKH SXEOLF UHODWLRQV Ă&#x20AC;HOG KH RU VKH PXVW VHW DQ H[DPSOH IRU HYHU\RQH 0RVW interviewed agreed that possessing key characteristics of a leader is worthless if they donâ&#x20AC;&#x2122;t show their talents through action.

Perhaps, for new professionals to become excellent leaders in public relations, H[FHOOHQW H[DPSOHV RI OHDGHUVKLS PXVW YLVLEOH WR WKHP 7KH\ DUH DEOH WR Ă&#x20AC;QG D VHW RI role models of excellent leadership and pattern their professional decisions and actions while taking into consideration the example their mentors have set.

page 175

[Learning From Mentors] Another theme found in the interviews is the importance of mentors. Many of those interviewed have been fortunate to work with excellent leaders throughout WKHLU FDUHHUV :KHQ GHĂ&#x20AC;QLQJ H[FHOOHQW OHDGHUVKLS 7XFNHU 0F1HLO RI 0HDG:HVWYDFR Corporation said, â&#x20AC;&#x153;Being good mentors is a good characteristic of PR leaders.â&#x20AC;? These mentors and role models have helped to shape and mold many of the interviewees into the professionals and individuals they are today. The mentors cited in the interviews ranged from parents to professors to professionals.

Parents are important mentors and role models because they instill values and behaviors in their children early in life. David Warschawski of warschawski mentioned his parents as role models and his father in particular as a professional mentor. While speaking of his father Warschawski said, â&#x20AC;&#x153;His approach to thinking, his approach to business, the consultative role that he takes, and the ideologies that I grew up with, have had a tremendous impact on the way I conduct business.â&#x20AC;? Many of the public relations professionals interviewed noted their parents as important role models.

Another source of inspiration for the interviewees were teachers and professors.

They were found to serve as important mentors because of their encouragement to continually learn, which fostered a desire within their students to strive for success. Fred Bateman of The Bateman Group referenced his faculty advisor, Marilyn Matelski. â&#x20AC;&#x153;I will QHYHU IRUJHW >KHU@ 6KH ZDV WKH RQH ZKRÂŤVXJJHVWHG WKDW , WU\ SXEOLF UHODWLRQV Ă&#x20AC;UPV Âľ KH page 176

said. Matelskiâ&#x20AC;&#x2122;s wise advice led Bateman to public relations, where he presently runs his own company. Those who discussed teachers or professors serving as mentors felt the encouraging words, advice and interest received as students has helped them throughout their career.

Professional mentors also were mentioned frequently, and many, like Liliana Esposito RI 0HUFXU\ 3XEOLF $IIDLUV H[SUHVVHG WKH LPSRUWDQFH RI Ă&#x20AC;QGLQJ JUHDW PHQWRUV HDUO\ LQ WKHLU FDUHHUV ´&DUULH 5RZODQG /LDVNRV ZDV P\ Ă&#x20AC;UVW ERVV DW %XUVRQ 0DUVWHOOHU DQG VKH VHW a great example for me to follow throughout my career. Sheâ&#x20AC;Śspent a lot of time and energy on mentoring junior people like meâ&#x20AC;Śteaching, rather than telling.â&#x20AC;?

Mentors provide important guidance for a personâ&#x20AC;&#x2122;s professional development, and also help to develop and enhance the key qualities that help professionals become OHDGHUV LQ WKH Ă&#x20AC;HOG

[Keeping Public Relations Relevant]

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competitive by staying abreast of the latest trends and issues.

As mentioned by Jeff

%HULQJHU RI *ROLQ+DUULV WKH PDMRU LVVXH IDFLQJ RXU LQGXVWU\ LV ´Ă&#x20AC;JXULQJ RXW ZKDW RXU UROH is, and how we maintain a lead seat at the tableâ&#x20AC;Śthe key issue is how do we maintain our relevance?â&#x20AC;? Evaluating his success, Beringer said, â&#x20AC;&#x153;One of the ways that Iâ&#x20AC;&#x2122;ve been able to get ahead in this industry is to try a lot of new things and expose myself to different pieces of the PR puzzle.â&#x20AC;? page 177

When reviewing the stories of the 20 professionals, it is evident that each one understands the importance of maintaining his or her edge by embracing one fundamental: evolution. With the increased prevalence of new media and other advancements in the industry, those currently succeeding in public relations do so by continually sharpening their skills and talents by understanding the WUHQGV DIIHFWLQJ WKH Ă&#x20AC;HOG â&#x20AC;&#x153;I think that if you work in PR, youâ&#x20AC;&#x2122;re in a privileged position to see how news is generated and to see how companies communicate and how the public reacts to it,â&#x20AC;? said Romina Rosado. â&#x20AC;&#x153;Itâ&#x20AC;&#x2122;s a great variety, and right now is an incredibly interesting time because the landscape that we all work in is changing so rapidly, and I think that the role of PR itself is expanding.â&#x20AC;?

Rosadoâ&#x20AC;&#x2122;s excitement is understandable as public relations attempts to embrace new forms of communication and social media. Shonali Burke, associate of the American Society for the Prevention of Cruelty to Animals, addressed the impact of social media and the global aspect of communication. â&#x20AC;&#x153;Social media and blogs and thingsâ&#x20AC;Ś they may or may not adhere to the same sort of rules of the game that a traditional media outlet would,â&#x20AC;? she said. â&#x20AC;&#x153;And so I thinkâ&#x20AC;Ś a lot of those types of things have changed. I think certainly the global aspect of communications is only going to become, or continue WR EHFRPH D KXJH LQĂ XHQFH RYHU KRZ ZH GR WKLQJVÂŤ RQ KRZ ZH GR EXVLQHVV Âľ Remaining relevant by staying current is something professionals will need to embrace in the present, as well as the future to continue to advance alongside the industry. page 178

When addressing the future growth and development of the profession, Andy Hilton said, â&#x20AC;&#x153;I wish I had the crystal ball, but I think itâ&#x20AC;&#x2122;s on the same path that weâ&#x20AC;&#x2122;re on now.

7KH GHYHORSPHQW RI SXEOLF UHODWLRQV LV JRLQJ WR FRQWLQXH WR JURZ DQG WKH VLJQLĂ&#x20AC;FDQFH of what we do is going to be better measuredâ&#x20AC;ŚA whole extra crop of challenges that ZH GRQ¡W NQRZ DERXW WRGD\ ZLOO HPHUJH DQG ZH¡OO KDYH WR Ă&#x20AC;JXUH RXW KRZ WR GHDO ZLWK them, too.â&#x20AC;?

Characteristics of Leaders: [Creativity] Some of the professionals attributed their success to creativity, and they cited this LQGLYLGXDO FKDUDFWHULVWLF DV D IDFWRU WKDW VHWV SXEOLF UHODWLRQV DSDUW IURP RWKHU Ă&#x20AC;HOGV )RU some, creativity plays an important role in problem solving, developing solutions and managing creative people. Creativity is also necessary to gain attention, keep attention and effectively deliver a message in a way that will â&#x20AC;&#x153;stickâ&#x20AC;? with the audience.

Sreejit Mohan of Bayer HealthCare Pharmaceuticals said that being creative and quick with solutions is an important quality for public relations professionals. In many instances, public relations professionals have to use creativity to seek answers and formulate solutions to be able to effectively reach a public in a timely manner. â&#x20AC;&#x153;It is an ideas business,â&#x20AC;? Mohan said. â&#x20AC;&#x153;Even if youâ&#x20AC;&#x2122;re looking at it from an insiderâ&#x20AC;&#x2122;s standpoint, youâ&#x20AC;&#x2122;re constantly being asked for solutions.â&#x20AC;? page 179

Howard Clabo of FedEx Corporation believes that a â&#x20AC;&#x153;healthy amount of creativityâ&#x20AC;? is important to achieving success in public relations. However, Clabo also views creativity in another way. He believes that being able to manage creative people is an important aspect to leadership in public relations. â&#x20AC;&#x153;I think there are a different set of skills that one needs to manage creative people because you need to understand the creative process,â&#x20AC;? Clabo said.

According to Clabo, sometimes it comes down to maintaining a strategy and balancing it with the creativity. Although this may also be the case with other professions, Clabo said it is certainly a skill set required in public relations.

Even the professionals who didnâ&#x20AC;&#x2122;t cite creativity as an important factor in their success, like Jeff Beringer, noted that itâ&#x20AC;&#x2122;s an important characteristic to public relations, in general. He said that creativity is one of the attributes that make leadership in public UHODWLRQV GLIIHUHQW IURP OHDGHUVKLS LQ RWKHU Ă&#x20AC;HOGV â&#x20AC;&#x153;I think creativity is a big piece of it,â&#x20AC;? Beringer said. â&#x20AC;&#x153;On the communications side, itâ&#x20AC;&#x2122;s a science, but itâ&#x20AC;&#x2122;s also an art form. I think creativity and trying new things is important, and having that quality of being willing to taking chances and trying new things to take you outside of your comfort zone is really important in our business.â&#x20AC;?

For public relations practitioners, creativity plays an important role in day-to-day tasks. Whether creativity is used for problem solving, developing solutions, managing creative people or other applications, this characteristic sets public relations apart from RWKHU Ă&#x20AC;HOGV DFFRUGLQJ WR WKH SURIHVVLRQDOV KHUH page 180

[Integrity] One of the questions asked in the interviews was, â&#x20AC;&#x153;What personal values are at the core of your professional practice?â&#x20AC;? While answers to many questions varied, 15 of the 20 practitioners mentioned honesty and integrity as one of the most important personal values that they use in their professional practice.

A public relations practitionerâ&#x20AC;&#x2122;s job is to effectively communicate accurate information to an organization or companyâ&#x20AC;&#x2122;s internal and external publics in order to maintain and build its image. Honesty and integrity should be utilized in the communications industry to accurately share information, do the right thing and establish an ethical image of an organization or company.

In respect to professional honesty, transparency in all work matters is imperative LQ WKH Ă&#x20AC;HOG RI SXEOLF UHODWLRQV 7UDQVSDUHQW SUDFWLFHV EHQHĂ&#x20AC;W WKH LPDJH RI WKH SXEOLF UHODWLRQV Ă&#x20AC;HOG ZKLFK LV VRPHWLPHV YLHZHG DV GHFHSWLYH RU PDQLSXODWLYH .DVK 6KDLNK of Proctor and Gamble said, â&#x20AC;&#x153;Honesty, integrity, commitment. I think all of those are LPSRUWDQW HVSHFLDOO\ LQ RXU Ă&#x20AC;HOG \RX KDYH WR EH WKH IDFH RI WKH FRPSDQ\ÂŤ ,W¡V QRW about winning at all costs, itâ&#x20AC;&#x2122;s winning within the ethical parameters and values that your company set.â&#x20AC;? Jeff Beringer said, â&#x20AC;&#x153;Focusing on ethics and transparency are really important foundational values in PR.â&#x20AC;?

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transparent, they also mentioned the importance of applying integrity to their personal work efforts. Nick Ragone said, â&#x20AC;&#x153;I think directness, honesty and page 181

transparency are just critical… If you’re anything less than direct, honest, and transparent, you’re not going to survive.”

In order to have integrity in work, one must know their own ethical parameters, in addition to those of their organization or company. Knowing what constitutes ethical behavior is important since the public relations practitioner is considered by many to be the face of an organization or company.

When discussing the personal values at the core of her professional practice, Stacy Simpson of InterActiveCorp candidly expressed honesty in her professional practices.

“I always do things I believe in…You have to be proud of the work you do, the people you work with, and the company that you represent,” said Simpson.

Integrity and honesty are key values that have an important presence in today’s workplace, and leading with integrity and honesty has led to the success of the 20 professionals interviewed.

[Passion] A public relations practitioner’s capacity for working to serve his or her publics with passion entails embracing a genuine enthusiasm for both people and the profession.

Directly affecting all matters from team synergy to client relations, passion and the enormity of its effects on professional practices were discussed by a considerable number of the emerging leaders in their interviews.

Perseverance in building and maintaining relationships, as well as developing and page 182

enhancing an image, is achieved strategically by using passion as a form of purpose.

Passion is a drive that serves leaders to unite their workers with a common purpose, as well as creating a sort of mental momentum for the individual professional. Found to be D SDUW RI WKH YDU\LQJ SKLORVRSKLHV RI HDFK SURĂ&#x20AC;OH RQH FDQ Ă&#x20AC;QG GLIIHULQJ FRPSRQHQWV RI passion in each professionalâ&#x20AC;&#x2122;s personal work ethics.

Because public relations professionals are inundated with information from varying media outlets, in addition to their individual and organizational responsibilities, it seems passion could be easily displaced. Passion, which is fundamental to the public relations Ă&#x20AC;HOG ZDV EHVW GHVFULEHG E\ 6KDQQHOOH $UPVWURQJ RI 0F'RQDOG¡V &RUSRUDWLRQ 6KH said, â&#x20AC;&#x153;You know, when you look at all your â&#x20AC;&#x2DC;Pâ&#x20AC;&#x2122;sâ&#x20AC;&#x2122; of marketing, the â&#x20AC;&#x2DC;Pâ&#x20AC;&#x2122; you sometimes forget is your people. You often need that â&#x20AC;&#x2DC;Pâ&#x20AC;&#x2122; in there for people and that other â&#x20AC;&#x2DC;Pâ&#x20AC;&#x2122; for passion.â&#x20AC;?

Those having an authentic passion when executing their duties, no matter the VLWXDWLRQ GLVWLQJXLVK WKHPVHOYHV IURP WKH UHVW $V WKH HPHUJLQJ OHDGHUV LGHQWLĂ&#x20AC;HG LQ WKLV book, exhibiting passion in a professional capacity serves to differentiate individuals from RWKHU FRPSHWLWLRQ :KHWKHU LW LV D EXVLQHVV QRQSURĂ&#x20AC;W RUJDQL]DWLRQ RU D VLQJOH SHUVRQ each public desires to be served by a person who cares. Considering the serviceoriented approach needed in public relations, passion is required in the desire to help others.

When evaluating public relations and his personal leadership qualities, Fred Bateman said, â&#x20AC;&#x153;I get very invested in my clients, and I think that showing page 183

that passion is the best sort of leadership attribute that I can demonstrate to my employees. You have to have a passionâ&#x20AC;Śbecause you have to love the business, and you have to be passionate about it.â&#x20AC;?

Speaking with conviction regarding her wholehearted approach to her work, it is clear Bari Watson of Belmont University also utilizes passion in her career. She said, â&#x20AC;&#x153;You can ask anybody who knows me, and they will tell you that I love my job. It is more than D MRE WR PH , DP SHUVRQDOO\ LQYHVWHG LQ %HOPRQW DQG %HOPRQW DWKOHWLFVÂŤ, WKLQN WKH Ă&#x20AC;UVW NH\ WR P\ VXFFHVV LV WKDW , ORYH WKH Ă&#x20AC;HOG , ZRUN LQ DQG , FKRRVH WR ZRUN IRU SODFHV ZKHUH I can believe in the product.â&#x20AC;?

As indicated here, passion is somewhat contagious in that oneâ&#x20AC;&#x2122;s excitement about something will typically rub off on a fellow worker, potential client and others, and this type of relationship forged between passion and public relations creates a form of momentum. When public relations efforts are done in combination with passion, SUDFWLWLRQHUV DUH IXOĂ&#x20AC;OOLQJ RXU GXWLHV WR WKH SURIHVVLRQ E\ SHUVXDGLQJ ZLWK HQWKXVLDVP

[Motivation]

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behavior by motivating them through persuasive means. Many of the professionals LQWHUYLHZHG FUHGLWHG WKLV W\SH RI LQĂ XHQFH DQG WKH DELOLW\ WR LPSOHPHQW LW DV EHLQJ essential to leadership within the industry. Their varying experiences regarding motivation HPSKDVL]H LWV SURIHVVLRQDO VLJQLĂ&#x20AC;FDQFH ZLWK LQGLYLGXDO DQG WHDP H[SHULHQFHV DOLNH page 184

For Chris Finnegan of Discovery Communications, his tipping point was preceded E\ D PHGLRFUH HYDOXDWLRQ DW KLV ÀUVW MRE DW DJH LQ ZKLFK KH ZDV IRUFHG WR DVVHVV KLV commitment to continue working in the public relations industry. This moment caused Finnegan to develop what he describes as “a chip on his shoulder,” which served as an incentive and a need to prove his capabilities.

“I think it’s really important to have something that motivates you in your career,” Finnegan said. “Find the moment that you really remember, the thing that drives you.

That little chip on my shoulder…ended up being a pretty good motivator.”

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team collaboration and in colleagues collectively working together in their efforts. For instance, Megan Frank of Allianz Global Relations described the most rewarding aspect of her job as being a part of a cohesive team.

“To me, it’s been rewarding to work in a company that is really…in this growth phase, and everybody is so motivated and excited about working together and continuing to grow,” she said.

Applying it to a broader scope, Rebecca Winter of the JCPenney Company said, “A good leader in public relations recognizes the importance of teamwork and can bring out the best in a group. I love the whole idea of engaging and inspiring others…Part of leadership involves assessing skill and talent in others. You have to understand people. Whether it’s your target audience or your employee, you need to understand what motivates them.” page 185

Motivation is an expected dimension of public relations because it is an integral part of a professionalâ&#x20AC;&#x2122;s ability to persuade.

However, the

interviews underscored its profound role in affecting internal professional publics.

Organizations, as well as leaders who integrate motivation into their professional SUDFWLFHV UHDS WKH EHQHĂ&#x20AC;WV ERWK LQWHUQDOO\ DQG H[WHUQDOO\ DV LW LV DQ DGYDQWDJH WR DOO publics.

[Fundamental Skills] A number of the emerging leaders discussed the importance of possessing certain fundamental skills that are considered necessities in public relations. The ability to communicate is a valuable and essential aspect of public relations, whether it occurs in verbal or written form.

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said, â&#x20AC;&#x153;Thatâ&#x20AC;&#x2122;s sort of the price of entry into the PR world. Youâ&#x20AC;&#x2122;ve got to have good writing skills.â&#x20AC;? David Warschawski also emphasized the importance of writing ability when he said, â&#x20AC;&#x153;You need to be able to write, not only fundamentally well, you need to be able to write in different formatsâ&#x20AC;Ś but most importantly, to write well in a persuasive manner.â&#x20AC;?

Warschawski also talked about understanding the need for effective communication when attempting to persuade oneâ&#x20AC;&#x2122;s publics. â&#x20AC;&#x153;You have to understand the psychology of communication. How does it really work? How do you move people to action? How do you need to address, interact, talk with certain audiences so that you get them, or page 186

hopefully get them, to do something as a result of it?â&#x20AC;?

Another fundamental skill is public speaking and the ability to articulate oneâ&#x20AC;&#x2122;s thoughts. In his interview, Howard Clabo said, â&#x20AC;&#x153;The ability of a company to not only articulate its products to its customers, but also to articulate or motivate its employees to deliver on the promise of the brand, has become an incredibly important part of how businesses are going to be successful.â&#x20AC;?

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therefore, the ability to articulate ideas and communicate clearly is of the utmost LPSRUWDQFH WR OHDGHUV LQ WKH Ă&#x20AC;HOG ([FHOOHQW YHUEDO FRPPXQLFDWLRQ NHHSV DQ RUJDQL]DWLRQ in tune with its objectives and guides strategic development.

The ability to actively listen was also noted as an essential skill. Public relations leaders must listen to their employees, the media and their publics so that they can understand different viewpoints. The majority of the professionals interviewed mentioned education as the way to develop and enhance these basic skills, with a liberal arts background seen to contribute the most.

[Diverse Backgrounds] The professionals interviewed have different viewpoints on public relations and ZKDW FRQVWLWXWHV H[FHOOHQFH LQ WKH Ă&#x20AC;HOG +RZHYHU WKH\ GR KDYH RQH H[SHULHQFH in common: They each â&#x20AC;&#x153;landedâ&#x20AC;? in public relations for very different reasons, DQG PRVW GLGQ¡W VHW RXW WR ZRUN LQ WKLV Ă&#x20AC;HOG 7KHLU HGXFDWLRQ DQG MRXUQH\ WR page 187

WKHLU FXUUHQW SRVLWLRQV UHĂ HFW WKLV GLYHUVLW\ RI EDFNJURXQGV An interest in communications, public relations or writing was the most FRPPRQ UHDVRQV ZK\ HDFK SURIHVVLRQDO ZDV GUDZQ WR WKH Ă&#x20AC;HOG 0DQ\ EHJDQ working in public relations when these interests met opportunity.

For Robert Christie of Dow Jones & Company, it happened more by accident than GHVLJQ &KULVWLH ZHQW WR 0DQVĂ&#x20AC;HOG 8QLYHUVLW\ RQ D IRRWEDOO VFKRODUVKLS EXW DIWHU EORZLQJ out his shoulder while weightlifting, his athletic career ended. Because of his interest in sports, he began working in the sports information department as a reporter for the school newspaper.

Through a professor who was on the Emmy Awards committee, Christie had the opportunity to work in the public relations department for the Sports Emmy Awards.

While there, Christie met a man who had been the head of public relations at Westhouse %URDGFDVWLQJ 7KLV FKDQFH HQFRXQWHU OHG WR KLV Ă&#x20AC;UVW MRE LQ SXEOLF UHODWLRQV ´, OHDUQHG D lot, and Iâ&#x20AC;&#x2122;m here today because I went to work at the Sports Emmy Awards,â&#x20AC;? Christie said.

Other professionals, like Megan Frank, have similar stories. Frank took an internship with Rubinstein Public Relations after spending a semester studying abroad in Italy. Although she knew little about public relations, the internship worked out well for her. According WR )UDQN HQGLQJ XS LQ SXEOLF UHODWLRQV ZDV D VRUW RI ´à XNH Âľ â&#x20AC;&#x153;I had no idea what public relations was,â&#x20AC;? Frank said. â&#x20AC;&#x153;I went to a liberal arts college, so we didnâ&#x20AC;&#x2122;t have PR as a major or communications as a major, so I sort of blindly took page 188

this summer job, and ended up really liking it.â&#x20AC;?

Brian Hoyt of Orbitz was on a completely different career path before he began working in public relations. While attending law school, Hoyt realized that he didnâ&#x20AC;&#x2122;t want to be a lawyer. He started his career doing campaign work and volunteered to work ZLWK QXPHURXV SROLWLFDO FDPSDLJQV DW %RVWRQ &ROOHJH +R\W¡V Ă&#x20AC;UVW H[SHULHQFH LQ SXEOLF UHODWLRQV ZDV DQ LQWHUQVKLS LQ :DVKLQJWRQ ' & ZLWK WKH SXEOLF DIIDLUV Ă&#x20AC;UP 3RZHOO 7DWH As evidenced by Frank, Christie, Hoyt and other professionals in this book, there are numerous pathways to public relations. For most of the professionals, that path was not a straight one, and their diverse backgrounds are a reminder of that.

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difference in these emerging leaders serves to make this book and the profession more well-rounded. Differing ethnicities, genders, educational backgrounds and experiences HQULFK WKH RYHUDOO ERRN HYHQ DV WKH\ PDNH HDFK SURĂ&#x20AC;OH XQLTXH

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