PRofiles 20P R of Success Stories of Emerging Leaders in Public Relations

PRofiles

P R of Success

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

III. Profiles of Professionals

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 Vice President, Communications Office, InterActiveCorp ...... 141

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 work place, classroom, home or elsewhere--exerted the greatest influence on their own 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 28-40, who are successful and emerging leaders in the field. They are a diverse group 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 life” so that other young professionals and students might benefit from their experiences, insights and passion for the profession. 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

page 7 Introduction

A Brief Letter to the Readers:

This book depicts some of the characteristics and qualities of 20 young, successful leaders in the public relations field by presenting their stories that were generated from 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 will inspire others in the field. “Profiles of Success” resulted from a partnership between business and academia 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 relations leaders. Those individuals profiled in the book were selected by Heyman 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. “Profiles of Success” strives to expand upon the knowledge of leadership and its role in the public relations field. This book goes beyond depicting the key characteristics and themes of excellent leadership in public relations; it provides students and young professionals with 20 potential role models for success. Regardless of one’s degree of experience in the field, this book offers a fresh perspective on a timeless subject in an attempt to identify and promote those practices that benefit the 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 of what characteristics make a leader and their implications in the public relations field. The magnitude of leadership in public relations rests solely upon the individual shoulders

page 9 of each practitioner, but this book attempts to exemplify leadership attributes in 20 profiles 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

page 10

Moving Leadership Forward

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

Shannelle Armstrong sure stands out. president of the United States.” Perhaps it Perhaps her height helps her stand out: she was this strong focus on public service that is 5’11 and wears high heels. Perhaps it is allowed Armstrong to excel within the field her manners and quick wit. Or perhaps, it of public relations. While Armstrong has not is some intrinsic force coming from within. become President of the United States, at But as the manager of U.S. communications least not yet, she has certainly served as a for McDonald’s Corporation, Shannelle leader in other avenues. Armstrong does stand out, and she helps 9/ 11 also seems to have been a turning to keep the politics of public relations point for Armstrong. “After 9/11, it just leadership moving forward. changed a lot of us. I mean, I was in D.C. Armstrong began her professional car- and it was very difficult when you saw the eer in politics, working for a think-tank in hummers go up Pennsylvania Avenue and Washington and later for the Democratic armed soldiers in the street. I think the word National Party, on the Gore/Lieberman ‘difficult’ doesn’t even encapsulate how Presidential Campaign. Coming from huge and monumental[ly] that affected a family of “politicals” and academics, all of us.” After the startling effects of 9/11, Armstrong said that she never saw herself Armstrong decided to follow her dreams to as becoming a part of the business world. live in a big city, and Chicago was In fact, she said, “If someone would have where she set her sights. Determined told me that in college, I would have been to not be discouraged by like ‘You are Mad!,’ I am going to be the others, she packed up and

page 13 Moving Leadership Forward

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. first time I understood how powerful your And so she moved to Chicago, presence can be to another person.” never looking back, and entered the public Developing relationships appears to be relations field so that she could “speak for 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.” was inspired by them. “I was so humbled Armstrong says the tipping point in her by what they got from our relationship,” career came when she worked on her Armstrong said. “And by their fear for what first big account for the world had for them, Schiefflin & Somerset, “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 bec- because I worked here, ause, you know, I sta- of compassion, vulnerability I worked there, I had rted to understand and transparency?” these degrees…they profitability,” 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.” completely and that everything you do says something about you.” [Showing Up] Armstrong feels that people need to 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 Moving Leadership Forward

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. Fun Facts: It’s got to be honest, collaborative. It’s Most visited websites: got to be a number of things to make it a -PerezHilton.com, MediaBistro.com, project.” Yahoo.com, BankofAmerica.com, Armstrong believes that public relations CNN.com, MSNBC.com practitioners offer real value to other Three things never without: executives. Times of challenge and crisis -My iPhone, Mont Blanc- Greta are times when public relations practitioners Garbo pen & Blackberry can truly shine. “You walk in with a sense of leadership and calm to a crisis situation Interesting fact: or celebratory event…you are weighted, -In college, she was voted you are calm,” said Armstrong. As a (informally) most likely to become leader within an organization, people will the first woman or black president look to you for answers and as a source of knowledge for how to handle situations. Dream job as kid: “To be a leader in situations that are -To be president of the U.S. most trying is also about having a sense of emotional maturity,” she said. “Being works, that generates growth for your strategic, but also understanding when a organization, you become much more of a tactic is necessary.” leader, because it is not just a focus on we Although communicators are often need this story placed, it is ‘Hey,’ this is when a source of knowledge to their publics, communications need to solve a business Armstrong said that there is room for problem, and this is where communic- improvement. “I find as a whole among ations needs to solve a communications communicators, that some, not all, focus challenge.” To be a strong communicator on PR in a vacuum,” she said. “They don’t and leader, Armstrong said, one should be focus on advertising, they don’t focus on “able to discern the two of them.” if you were in a retail environment, what The fours P’s of marketing seem to be your stores are looking at, they focus only ingrained into Armstrong’s mind- on what they do. If you don’t understand set. She offers two more: a ‘P’ for all the P’s of marketing, then you are passion, and a ‘P’ for people. focused in a very narrow way. And if you People and relationships are understand how the marketing machine important to Armstrong, and page 15 Moving Leadership Forward

the cultivation of these reflect job, but also helped Armstrong to be true her leadership style. The key to herself. Williams book, The Personal to success is when, “You Touch, also helped to shape personal and have people that are passionately professional relationships for Armstrong. committed…they feel they are “Her book focused on you being you,” valued, rewarded, respected and they Armstrong said, “but also remembering are compensated. When people are those things that you were taught growing committed to the business, you create an up -- manners, politeness, looking people environment where people feel like they in the eye, returning calls when you are all in it to win, together,” said Armstrong. say you will, acknowledging people in These relationships are the building blocks conversation, listening and not talking over for success. “People want to do business others, all of these things. It is all about the with people that they like, and who they personal touch. And I have found that trust. But how do you get there if you don’t these things, throughout my life and career, have a sense of compassion, vulnerability have surfaced in every area.” and transparency?” “You don’t get credit for [Moving it Forward] [The Personal Touch] wanting the right answer.” New challenges always Armstrong also firmly loom on the horizon in believes in manners and the cultivation of the communications field, but Armstrong relationships. “I think that the relationships has a saying for overcoming these issues: with people you have really define who “You just got to ‘move it forward’.” Moving you are. Because who you choose to put forward past challenges and mistakes in your circle reflects back on who you is key to being a leader, she said. “The are.” Compassion is also important. “There best is when I fall head first, because then is compassion in everything that we do.” you get up,” she said. Working through Having an inner circle or “truth commission,” the mistakes and challenges is when true as she put it, allows individuals to get real leadership shines through. When troubles feedback and advice about behaviors, arise, Armstrong said that you need to challenges and issues they are trying to stand up for what you believe in, stand manage and build relationships. firm, and no matter what, move forward. Armstrong said that Terrie Williams, of “Moving it forward” seems to a favorite the Terrie Williams Agency, is one of the mantra for Armstrong and applies to every biggest influences on her professional aspect of her life. Full of wit and quips, career. Williams gave Armstrong her first Armstrong offered this analogy on dealing page 16 Moving Leadership Forward 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.” When confronting a major a room somebody is going to float to you, problem or challenge, leaders set the somebody wants to meet you.” 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,” 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 way to do it. That is [carrying around] hot rocks; consumers and eng- not your leadership. you are the only one who will ages your audiences That is somebody else’s get burned.” internally. You need to leadership style you ha- be 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.” 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.” to develop their own skill set.” Armstrong cites transparency and [The ‘It Factor’] fairness as her strongest leadership 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 Moving Leadership Forward

describe her, Armstrong said, “They would more than likely say that Shannelle is firm but 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

Twirling More Than Just Rifles

Fred Bateman CEO and Founder, The Bateman Group

“I can twirl a mean rifle.” And that Hillard, one of the largest public relations was it. That was the only time Fred firms in the world. He then went on to found Bateman even remotely took credit for his own company, the Bateman Group, in his accomplishments. Obviously, this par- 2003. He accomplished this despite the ticular talent has nothing to do with his infamous 2001-2003 downturn that hit the highly successful, technology-focused high-tech industry, especially Silicon Valley, public relations firm in San Francisco, nor and collapsed careers as relentlessly his growing reputation as a leader in the as a hurricane collapses buildings. One public relations industry. Nope, these by one, companies were going under. particular bragging rights concerned his Nevertheless, Bateman managed to come stint as a world champion performer in out of the stormy crisis with a successful color guard and drum and bugle corps firm that dared to be different by making while growing up in Boston. a bigger market impact for a smaller, more Recently named by PRWeek Magazine select group of clients. one of the “40 Under 40” public relations Perhaps life was preparing Bateman for professionals “who have achieved tre- this moment. At least it seems so. First, there mendous feats before the age of 40”, was his success in the highly competitive Bateman, 38, arrived in San Francisco world of drum and bugle corps and in 1998 to open the first regional office color guard, which he claims instilled for Cambridge, Mass.-based FitzGerald confidence and a desire to Communications, now part of Fleishman- win. Then, wisely following the

page 21 Twirling More Than Just Rifles

advice of Marilyn Matelski, Group he proudly refers to as “family.” His Bateman’s faculty advisor passion for public relations, relationships at Boston College, Bateman with others, and love of technology seems discovered the field of public unmatched. He may have “twirled a mean relations at a time he was seriously rifle” in his teenage years, but today he’s considering a career in dance. an innovator in the public relations industry After completing an unpleasant with his own fast-growing firm known for internship at an advertising agency, integrating comprehensive knowledge of Bateman realized he needed a more the technology market with “old school” mentally challenging yet nurturing atm- values -- keeping client retention high and osphere. It was at that time that Matelski employee turnover low. recommended that he consider an int- ernship at a well-known technology- [One Key Ingredient: Passion] focused public relations firm based in Bateman’s passion for his work shows Cambridge, Massach- through in his dedication usetts called The Weber “[Public relations] as a to his employees, clients Group. craft is something that and enjoyment of every From that point you have to love…” aspect of his work day. on, Bateman never Each employee is a looked back. A couple of job changes friend, and every client his most valued and promotions later, in 1996 he landed customer. He stresses the importance of at FitzGerald Communications and pro- having passion for what you do and loving mptly won the firm its first million dollar your work. “[Public relations] as a craft is account, Bay Networks (now a part of something that you have to love, or learn Nortel Networks). Shortly thereafter, at to fake it really well, because those around the ripe old age of 27, Bateman opened you will know instinctively.” He explained the first regional office of Fitzgerald how variety plays a large role in why he Communication, a challenge which guid- enjoys his career to such a degree. “I don’t ed him to Silicon Valley and eventually his think there is another job in the business own company. world where one’s daily tasks encompass Despite these accomplishments, such a wide variety of things, each Bateman turns every compliment to others. requiring a different skill to accomplish.” He attributes his success to the people he He also thoroughly enjoys the whole has come in contact with, from Marilyn vibe of a public relations agency. He Matelski to the employees of the Bateman characterizes public relations agencies as page 22 Twirling More Than Just Rifles more of a nurturing, fun-filled atmosphere in comparison to corporate public Fun Facts: relations departments, ad agencies or other services-based professions. “It’s not Dream job as a kid: the type of industry that throws you to -To be an actor the wolves right away,” said Bateman. Favorite music: Through his description of the relationships -Electric folk developed in the public relations prof- ession, he revealed the importance of Hobbies: having a strong team orientation and the -Home renovation and interior emphasis on looking out for one another. design Although Bateman does relate to how this “nurturing” can make some feel held To enhance work performance: back, he goes on to explain, “If you want -He reads The Wall Street Journal to pace yourself slowly and move up the everyday from cover to cover ladder more cautiously, you can do that. If you really want to get aggressive with your Favorite food: -Indian career and take on more and do more, that option is always open too.” In fact, it was the lack of nurturing typical public relations professionals and that we of most business environments that led shared a common set of values, such as Bateman into the public relations industry in a passion for the English language.” From the first place. After an internship at a large, that point 18 years ago, Bateman has nationally-known advertising agency in carried on the passion that first attracted Boston, he found himself turned off by the him to public relations to his own company lack of camaraderie among the staff and today. distant nature of his managers. It was at this time that Matelski stepped in by praising [Lead by Example: Clichéd, but his writing capabilities and suggesting the True] field of public relations. From her guidance, Leadership is an integral part of the Bateman felt motivated to try some classes everyday activities that Bateman and internships. After interning with a experiences. He believes that the local public relations firm, he became best kind of leadership is setting inspired by the character and drive of the a good example for employees professionals. “I felt I could relate easily to

page 23 Twirling More Than Just Rifles

and co-workers. Bateman Because the Bateman Group is a believes that as he continues technology-focused public relations firm, to evolve and grow as a leader, the people who work for his company he will become more of an asset to “must be passionate about technology his current clients and continue to and how it’s changing our day-to-day lives attract new ones. He credits much of his so dramatically.” Bateman explains, “They portfolio of clientele to his team-building don’t have to love every single sector in the skills and his ability to lead “by example.” industry, many of which are very difficult to By recruiting, training and retaining high- understand and sometimes boring. What’s caliber employees, Bateman is able to sell important is finding one thing that gets the benefits of working with the Bateman them excited about each client. If it’s not Group by revealing ”[the] skills and [the] the technology they sell, then maybe it’s past experiences” of the whole firm. the business problem the company is trying to solve.” [Client-Service In new business pur- Oriented is Putting it “I am client-service oriented suits, Bateman also Lightly] to a fault .” thinks it’s important to find at least one in- “I am client-service spiring thing about each prospect.” He oriented to a fault,” said Bateman. He never goes after clients with whom he is believes that if companies are willing to not intrigued in some way. “There must select his firm over others and invest their be a communications challenge I find time and money in a partnership, then his exciting and feel we can really help them firm has an obligation to do the same, if overcome,” he said. Bateman has such not more. “I get very invested in my clients, passion for his work that it’s only natural he and I think that showing that passion becomes very attached to every client. is the best sort of leadership attribute I “I will do anything for my clients, and I can demonstrate to my employees.” have -- including pull all-nighters, work all Bateman believes that leadership without weekend and cancel vacations. I don’t passion wouldn’t inspire others. In a work expect that of my employees, but I do of environment void of passion, employees myself, especially since starting my own would have little faith in their supervisors or company. When I put my name on the one other, and clients would have less faith door, I felt even more compelled to go the in the abilities of their team. very last mile for each and every client.“

This seems positively correlated with the page 24 Twirling More Than Just Rifles success of the Bateman Group. Known having career and being a mom. for limiting the client roster to a select Another way he keeps turnover down group of companies and lavishing them is by limiting growth. “My objective is not with attention, the agency tries to set the to get rich by growing rapidly, sell the industry standard for customer service, firm and then step over the bodies of my based on old principles, like the importance employees on my way out the door,” he of relationships. said. “There are a lot of agency founders who are focused on their exit strategy with [Invest in & Value Your Employees] little concern about how uncontrolled Not only are relationships with customers growth impacts the people serving the of utmost importance, but Bateman says clients today. They start these firms off for that the relationships employees develop one reason and one reason only -- money. with him and with each other are crucial I wanted to create more of a lifestyle ingredients for success. Fred Bateman firm, one that accommodates different never places a monetary lifestyles, whether it’s value on his employees “It is important to me that motherhood, father- because he knows that these people are part of my hood or an urge to take without them neither his whole life...” time off to write a novel, business nor personal whatever. It is important life would be as fulfilling. “Maintaining my to me that these people are part of my close relationships with the people I work whole life and not only while I’m working.” with comes before any kind of financial gain.” [Not Only on the Cutting Edge of Bateman encourages his employees Technology] to live their lives outside of work. He sees Many problems face the public relations each employee as a crucial building block industry today. Among them, Bateman to the success of the Bateman Group. His believes the lack of racial diversity is one name may be the only one mentioned in of the most pressing. “On the agency- the company logo, but it is the “Group” side, the public relations practitioner is he credits with the achievements of this usually a white female. We need more business, so keeping employee turnover men and [statistical minorities] low is critical. One way he does this is by selecting PR as a career.” He thinks allowing women with children to construct colleges could better assist in their own customized work schedule so the diversification of the field they don’t have to choose between by motivating more men and page 25 Twirling More Than Just Rifles

more minority students to get turnover at 0% isn’t a choice, but a business interested in the field. He also necessity. I have no idea where our next believes that public relations new hire will come from and the places to practitioners “do not do a good turn for help -- the online job boards and enough job of promoting our own executive recruiters -- are either ineffective, industry… to a diverse set of college too expensive or both.” students. I wish someone or something, maybe PRSA, would begin an outreach [Credit to Everyone but Me] program to colleges and universities to When Bateman was asked to mention teach them about the field. Many people three or four personal attributes he in academia just don’t understand exactly possessed that he thought led to his success, what it is we do.” he once again turned the conversation Bateman sees this problem as a road- toward others. He discussed how much he block to growth and providing the best values his employees and credits them for possible services to his the strong brand image clients. “We are most “We do not do a good of the Bateman Group. inhibited by our inability enough job of promoting our He gave much credit to find good people,” own industry...” to the mentors who Bateman said, “not due guided him through his to a lack of available professional career, such as Pat Colpitts, a work.” He also views a more diverse staff past manager who taught him to embrace as an asset that could differentiate the firm good grammar and AP Style and teach it when competing for new business. to others. “Those things that she taught me Bateman credits challenges with re- about the written word have stuck with me cruiting to the lack of diversity among through the years.” public relations professionals. The challenge Although Bateman failed to mention of maintaining diversity is also matched the personal attributes he thinks enabled with the difficulty of finding a potential his success, these qualities become candidate with the appropriate education apparent through his description of lead- and professional experience. “I’m trying to ership in public relations, the Bateman find an account manager right now and Group, and the public relations industry have listed the job description on Craigslist, as a whole. First, Bateman is filled with the most popular site for job seekers in passion for both his firm and the public the Bay Area. The quality of candidates relations industry. Second, he is attentive, who reply is not good. Keeping the firm’s as revealed through his close associations page 26 Twirling More Than Just Rifles with employees, clients and mentors. Finally, Bateman is innovative. He’s willing to experiment with whatever changes are necessary for the public relations industry to better market itself as a compelling career choice to a larger, more diverse group of college graduates. Therefore, Bateman exemplifies the values and characteristics of a leader in the public relations field.

Abby R. Orr Bachelor of Science, Marketing Hometown: Montgomery, Alabama

page 27

Consistent in Consistency

Jeff Beringer Senior Vice President, Digital Practice Leader, GolinHarris

Retain your foundation. That is the Beringer is up front about the perception theme interwoven throughout the life and some hold of the industry and said, “Our career of Jeff Beringer. Like Marlon Brando profession is misunderstood in some circles. and Henry Fonda before him, Beringer Many mistakenly think of PR professionals found his way from Omaha, Nebraska to as spin doctors who appear on television, a different kind of life in a different kind defending people who probably shouldn’t of city. Whether in Los Angeles, Dallas or be defended in the first place.” He contends Chicago, Jeff Beringer has been a key the role of public relations is to get at the player in the digital media revolution of the heart of what makes each organization public relations industry. unique and tell its stories authentically. Technology is reshaping the PR business, [PR Isn’t About Spin] and Beringer believes the dialogue 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, field are getting a quick education on the 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.

page 29 Consistent in Consistency

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: support specific communications needs clients first. The purpose of he and and higher order business objectives.” his team’s work within the GolinHarris Clients first, client-focused; there’s no agency is, “To move the needle on the confusion. Success is seen in the fact that, client’s business…in a way that’s ethical as Beringer put it: “Our job is to serve our and that reflects the essence of each clients, and that’s how we color it.” organization or brand.” Beringer makes it clear that there should be no confusion, [Us, Not I] no question of practitioner intention; the When asked about personal accomp- client is the primary benefactor of the lishments, one might be struck by Beringer’s professional exchange. “In the end, having frequent use of “us” that resounds far those harder discussions with clients and above the “I.” Humility in the public relations giving them the right field is not a common counsel based on your “The one thing that kills attribute among its gut and what you know people in this industry, frankly, leaders, but Beringer is right, will benefit them is over-speaking things.” wears it proudly (or the and ultimately your rel- humble equivalent). ationship. Relationships between prac- His noted “personal” 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.” 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, often long-term needs are sacrificed for continuing education in the perpetually “short-term flash,” particularly in the digital changing world of public relations. age. He related one particular experience: Beringer may have helped conceive it, but “Over the past few years, it’s been hard he’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 Beringer and his firm have a great deal to of social media when they weren’t suitably be proud of. In 2007, GolinHarris teamed page 30 Consistent in Consistency up with Nintendo to launch the gaming and cultural phenomenon of Wii. That Fun Facts: same year GolinHarris was awarded the trifecta of public relations awards: PR Favorite travel destination: Week’s Agency of the year, Editors Choice -Western coast of Italy or Bavaria of PR Week, and Paul Homes’ Agency of the Year. When referencing what the future Dream job as a kid: might hold, he noted: “How we top that, -To be an architect or engineer none of us know, but we’re certainly going Best PR advice: to try.” -If you really believe in an idea, don’t be afraid to fight for it [“Trustmark, Not Trademark”] Al Golin is not a CEO of mythical pro- Favorite movie: portions, whose subordinates know only by -”The Insider” a picture or plaque. If you linger around the Chicago offices of GolinHarris long enough, Three things never without: you should be able to catch a glimpse of -Blackberry, MacBook & sunglasses this self-created public relations icon. Jeff

Beringer related the stories of his CEO with affection and admiration. Over 50 years “The idea is essentially that in good times ago the agency started with a single cold you make deposits into a trust bank, you call from Golin to Ray Kroc, founder of do good things for the community and McDonald’s. A bit of convincing and a $500 contribute as a good corporate citizen. monthly retainer later birthed McDonald’s These investments build preference for your first public relations efforts, led by Golin. This brand, trust in your organization, so that in initially concerned McDonald’s CFO, who challenging times you can draw from that couldn’t justify $500 payments for press trust bank.” and publicity. Beringer cited McDonald’s responsible This relationship has surely grown over action in the health and wellness debate time, though the lessons learned are a couple years ago: “As some consumers invaluable. Golin resonates a 50-year-old began questioning healthy eating truth of trust through his corporation today, choices, McDonald’s was able to often referring to the “trust bank.” This belief communicate its dedication embraces the philosophy of building a trust to choice and healthy options, bank over years. According to Beringer, combined with physical activity.

page 31 Consistent in Consistency

As a company McDonald’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 “True in which it operates, and consumers North,” as author Bill George describes. were more open to listening to Beringer replied that a person really has to McDonald’s side of the story.” Trust has figure out “what he or she enjoys -- what gets truly been a foundation for GolinHarris, you out of bed in the morning.” The career and is expressed in their mission statement: spans the need for success or income, it’s a “GolinHarris is dedicated to building long- personal investment. Furthermore, Beringer term partnerships based on mutual trust,” encourages individuals to find a career and equally emulated in their employees. that they personally find stimulating, “you With both being evidences of success. come into the office, and it’s not so much In Al Golin’s book, “Truth or a job as it is an adventure.” His passion rings Consequences,” a CEO who was inter- true in his enthusiasm and conversation. viewed told employees It is evident that he that the company’s “Perseverance really does not merely toil, he trademarks were not pays off.” progresses. as important as their In addition to personal “trustmark” with customers. This truth of trust fulfillment comes the ability to network. 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 [What Gets You Out of Bed?] invaluable. “It’s important to understand With the aforementioned humility, one where the seats of power are in every could be quick to believe that Beringer organization,” Beringer said, “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.” to Senior Vice President of GolinHarris, Lastly, comes the ability to articulate recognizing his ascent as a thought leader effectively. “One thing that kills people in in the industry. His achievement can this industry, frankly, is over-speaking. I’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 weren’t communicated well. discover additional characteristics that set The ability to articulate a thought quickly him apart in this competitive industry. can mean the difference between a page 32 Consistent in Consistency program getting approved or dismissed.” As current senior vice president of an The ability to build coalitions and acclaimed international public relations relationships, along with strong interpersonal agency, Beringer did not rely on favors communication skills are two critical or lofty friends, he simply had initiative. elements for those entering the public Malcolm Gladwell’s book, “The Tipping relations field. Beringer calls for more Point,” discussed how small changes may academic training in these areas to help have profound effects. Beringer fondly prepare the industry’s future leaders. discusses his own Tipping Point: “After moving my family twice to support my [Perseverance Drives Performance] career, I followed my wife to Texas to support “Often times the ideas we have to fight her aspirations. While I was still working for hardest for have the biggest potential another firm, GH had a sizeable presence to impact a client’s business,” Beringer in Dallas. I made a couple phone calls and said. “Perseverance is met with the managing really important from “PR adds real value when we director of the region. folks at all levels of the serve as strategic counselors, Ultimately, that meeting organization. If you be- not just arms and legs to set the stage for me to lieve in an idea, be execute tasks.” move to GolinHarris and prepared to fight for to later build and lead it respectfully. Perseverance really pays our digital group. I think identifying those off.” 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.” thick skin and be able to lobby for things Beringer has created success in his life they believe in. from his hard work ethic. A piece of that “I think a lot of people in our business was creating and maintaining a personal try to take short cuts or settle for ‘average’ relevance in the field. His interests in digital thinking. The strongest relationships in PR are media allowed him to create a niche for built around practitioners and clients who himself. “I’ve worn a lot of different hats openly exchange ideas, and aren’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 what’s in the long-term media programs, running mobile interest of their clients. PR adds real value tours, supporting what’s his- when we serve as strategic counselors, not torically been our ‘core’ bus- just arms and legs to execute tasks.” iness. I basically carved out a

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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 began asking how digital media fit 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 foun- that 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 found it beneficial to look for opportunities sure to glance at the headlines before outside of what many entering his classroom, might traditionally def- “There’s no room for spin or others clearly didn’t di- ine as PR.” disingenuous speak. ve any deeper into the Authenticity is more important newspaper than the [Serial Curiosity] than ever before.” drink specials listed on Curiosity may have the back of the sports killed the cat, but it undoubtedly birthed page. And they paid for it. It’s difficult to 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.” the digital media niche that Beringer has These professors, though some might skillfully carved out for himself. His curiosity say forcibly, intended to stimulate 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. intellectual renaissance man. One might argue that laziness could inhibit 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 Consistent in Consistency

Beringer displays it on a personal level, believes curiosity must be an organizational Alicia B. Bogdanoff value, starting at the top. “Our chief Bachelor of Science, Psychology executive is an intellectually curious guy. Hometown: Whittier, California When Second Life was hot, he created his own profile because he wanted to experience it himself. He’s genuinely interested and sets a good example by investing personally to understand new opportunities.” Beringer believes this kind of participation from leaders is critical to driving innovation in the field at all levels. 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 “hobby,” but a personal one, too. He is a self-described “serial mover,” 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 “have found great excitement moving into new communities and exploring the best each city has to offer.” Clearly, Beringer has passion for the industry and possesses an ethical uprightness, and selfless mentality. He has a vigor for these facets of his life and profession that is contagious. Beringer has proven himself as an exemplary professional in the field, and possesses the versatile professional and personal attributes to allow him to become an exemplary leader, too.

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From the Stage to a Public Relations Leader Shonali Burke Vice President, Media & Communications, American Society for the Prevention of Cruelty to Animals

A significant moment in her 12-year it did not guarantee a steady income or career was earning IABC’s highly-regarded quality of life that she aspired to. Burke “accredited business communicator” thought, “What can I do to supplement credential—one that only 6 percent of this?” Because she had some name its 14,000+ worldwide members have recognition from acting, as well as her achieved. Just a couple of years after directorial and DJ stints, Burke was able to this achievement, Shonali Burke, ABC, undertake event management and public vice president, media & communications relations on a contract basis in Calcutta. for the ASPCA (The American Society for As a result, her first agency experience Prevention of Cruelty to Animals), was was in the public relations department of named one of the “Top 40 under 40” Ammirati Puris Lintas’ Calcutta office. Burke professional leaders in public relations by also ran her own event management PRWeek in 2007. However, Burke’s success business, and accepted periodic public began many years before she received relations and communications projects. these honors. When discussing the somewhat- Born and raised in Calcutta, India, Burke unorthodox beginning of her career in was passionate about acting at a young public relations, Burke said, “It suited me age—a passion she took as far pursuing it very well because, since I was my at a post-graduate level. After graduating own boss, I could also take the time from drama school, however, she realized to do theatre or other acting that even though theatre was her passion, or directing jobs. Since that’s

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what I loved to do, it was great as Charles Zukow Associates). “My work and fun.” So, for Burke, this was the agency’s efforts,” said Burke, “focused the time where she began to strongly on traditional media relations and transition into PR. “That’s kind of how good old-fashioned pitching. We had an I moved into it,” Burke said, “and I extremely aggressive pitch list and prided was a natural, I just had a knack for it.” Well, ourselves on securing ink in all major daily, that “knack” provided Burke with the skills weekly and monthly print media, as well as to become an excellent professional and the major TV and radio news shows.” young leader in the public relations field. Even though Burke decided to pursue Some years later, Burke moved to the her public relations career path, one of San Francisco Bay area. While adjusting to her most powerful learning experiences the United States, she debated whether to was doing theatre and drama because it try and go back to the theatre. “I decided opened up communication in a different that I had enjoyed my way. During her theat- PR experiences and “It’s that feeling of satisfaction rical years, Burke had everything I had done that you did something to work hard in several in the field, and I truly worthwhile, that you really disciplines requiring ex- just didn’t want to start helped someone’s life.” treme physical and all over again when it mental training, and in came to theatre. I had an accent, I looked the end the theatre experience boosted her different, I just did not want to have to go confidence. When Burke was asked what through the grind because I had worked she wanted to be when she was growing very hard and achieved a certain level in up, her response was, “This is going to sound India. Quite honestly, I didn’t feel I should terrible, but I was extremely shy and under- have to pay my theatre dues all over confident, and as a result I just wanted to again.” be successful, in an extremely ephemeral For Burke, public relations was the way.” Not only did acting change her obvious alternative. She started networking mind and help build her confidence, but it and that is how she gained her first job. prepared her for the communications field Burke stated, “I am really, really glad that I in other ways. did do that, because I love what I do and In the theatre, she gained skills she uses I think I am good at it.” Burke became everyday as a public relations professional. an account executive for a boutique, For example, she is an excellent observer integrated PR & marketing agency called and listener, picks up quickly on body Browne Zukow Associates (later re-branded language and non-verbal cues, pays page 38 From the Stage to a Public Relations Leader close attention to detail, and can speak impromptu on many topics. These qualities Fun Facts: enhance her professional work. Therefore, while seemingly unrelated, Burke’s theatre To enhance performance: and acting experiences helped her to -She makes lists and checks them become a recognized, honored and off excellent professional in the public relations Dream job as kid: field. -To be successful

[Doing Something Worthwhile] Favorite music: In her current position at ASPCA, Burke -Pop, rock’n’roll & disco leads an integrated communications team that focuses on traditional and social Interesting fact: media, multi-media, editorial and internal -She is a trained actress communications, as well as research and Favorite movie: measurement. She enjoys working for a -”The Sound of Music” mission-based organization such as ASPCA because it gives her the opportunity to help animals -- another passion. Even though Burke focuses more on strategy publics, because they are getting the right now, media relations has been the most information at the right time, which helps exciting aspect of her job and what she them as they live their lives.” She enjoys considers her foundational training. “There strategy development and believes that is just something about it,” she said, “when PR and communications are crucial parts you get that hit, or when you pitch a story of overall business strategy. “At the end of and it works out just the way you want it the day, it’s that feeling of satisfaction that to. I still get an adrenaline rush, and I still you did something worthwhile, that you pump my hands every time I get a story, really helped someone’s life.” or I help someone else get a story.” Even One of Burke’s most significant accomp- so, according to Burke, what is most lishments is the recent pet food recall in important to her is that effective public which 90 brands of dog and cat food relations helps people get the information ingredients were contaminated. By they need. She said, “I am not just doing the end of the crisis, 200 brands my organization a great service, but I am had been recalled. In the able to provide a great service to our process of providing life-saving

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information from the ASPCA organization’s business objectives, but also to the public, Burke helped to paves the way for new blood to come in save many animals’ lives. She and do so.” Burke believes that if you are said it was exhausting but rewarding outstanding at what you do, you must “pass to know that she helped make a the baton” to the next person because if difference in the lives of people and their not, “It may be brilliant and excellent while pets. it lasts, but it’s going to die out with you.” Burke also led the ASPCA’s comm- Excellence in public relations is only unications during the federal investigation meaningful if you know how to share of the 2007 Michael Vick case, where what you know and teach what you have the organization provided invaluable learned to the next group of professionals. assistance to federal authorities, educating This helps to “build a template that others the public along the way. What many can use because there is no point in being people are not aware of is that animal excellent if that excellence is going to cruelty takes place remain within you.” everyday. This case “There is no point in being Burke has gained this drew attention to the excellent if that excellence is belief in sharing what fact that anyone can going to remain within you.” you know from her two be involved in these professional role models activities, no matter who they are, or what in the field: Katie Delahaye Paine and their public stature. According to Burke, Charles Zukow. According to Burke, Paine “Crimes like dog fighting are not new; is a smart, excellent leader who gives they’ve been taking place for more than a and shares what she learns. “I consider century now. It’s the public awareness and Katie a “guru” as well as a personal disgust for them that have reached a new friend and mentor,” said Burke. “She is a high. Awareness is the first step to affecting brilliant thought-leader and one of the change, and that’s what we achieved – most generous and insightful persons I’ve heightened awareness.” had the good fortune to meet in my life.” Zukow, whom Burke worked for at her first [Passing the Baton] public relations job in San Francisco, was When defining excellent leadership, a great teacher and always encouraged Burke said, “Excellent leadership in public Burke in her career. He gave Burke some of relations is that rare combination of skill, the best advice she ever received when vision, strategies, and mentoring that he told her to “Never bring up one client provides communications support for an in front of another; every client you have page 40 From the Stage to a Public Relations Leader should feel as if they are your top priority. [Going With Your Gut] That applies even when you work in-house, Another quality Burke feels is important since the different departments you work to public relations is intuition. “I think you’ve with should be treated like clients.” got to listen to your gut a lot, since that keeps you in line with your ethics,” said [Measuring is the Key] Burke. “I strongly believe you should never Burke’s success also is grounded on do anything that is not in line with your the crucial concepts of research and ethics–and usually your gut tells you what measurement. “You have to be willing that is.” She also believes that you have to be quantifiable. You must be willing to be willing to be objective in situations to do, and be excited by research and where you must make a decision. You measurement because, at the end of should listen to all sides of an argument, the day, we live in a business world, and and then listen to what your gut is telling you numbers are what drives the world,” she to do. As far as public relations leaders are said. Burke has learned concerned, being able through experiences “You have to be willing to do to predict things is a big that if we cannot talk and be excited about part of what a manager the language of other research and development.” must do. Burke believes business people as pub- that when it comes to lic relations professionals, then we are leadership, inherited or not, everyone can always going to be left behind. be groomed to a certain extent, but there As a leader, then, Burke focuses on are some who have more talent for it than research and measurement in the work others. “There are people who just have that she does. A major turning point in her that vision, that drive to get out there way career came when she moved from Ruder before and way better then anyone else.” Finn to the ASPCA, where she was given They are invariably the ones who go with the freedom to re-build the organization’s their gut and use intuition to help make the then non-existent department from just two right decision. people to a team of 12 (and projected to Burke said that her most important grow to 18 in 2008). With this move, Burke professional qualities are that she is driven was also able to pursue research and and she is ambitious. One of her measurement much more aggressively, personal role models is Anamika because at ASPCA she was able to decide Haksar, a professor in drama what the budget should be; at the agency school, who was paralyzed for level, it was the client’s budget. some time but never gave up page 41 From the Stage to a Public Relations Leader

trying to recover. After trying the Chronicle of Philanthropy, which is many unsuccessful treatments, important for those who work in the non- she eventually went to a profit world. Burke is active on “LinkedIn,” natural medicine center and, a where she answers public relations and few months later, was healed. Burke communications-related questions. “I love was inspired by this incident, and now she real books and real reading, so I try to do never stops until she gets something right. as much of that as I can (yes, even in this Her other role model is her mother, who day of social media and Web 2.0, it’s tough Burke said is her “rock.” Burke’s mother has to beat books!).” always encouraged her to be the best that she can be. These two role models have [That Knack] greatly influenced Burke’s drive in her work For Burke, going from the stage to the and other aspects of her life. public relations profession was the right Burke is also extremely resourceful. choice. She has become a successful, She belongs to several credible leader because public relations and “I think you’ve got to listen to of her commitment to c o m m u n i c a t i o n s your gut a lot.” hard work, drive and groups, including the strict adherence to the International Association of Business ethics she holds most dear to her heart. Communicators and Washington Doing something worthwhile, passing the Women in PR. She’s an avid reader of baton, willingness to embrace change, their publications and attends as many investing in measurability, and listening to professional development programs as her intuition are important reasons why possible, both real and virtual programs. Burke is a successful public relations leader. “Since I travel extensively between New That natural “knack” for public relations York and Washington, D.C., I am fortunate Burke had from the beginning of her career to be able to avail myself of professional has helped her to make an impact on the development events in both cities on a field today. regular basis,” Burke said. “When I speak or present at conferences, I try to attend as Blaire E. Boswell many other sessions as I can, to see what Bachelor of Arts, Dance and Advertising others are doing and what I can learn from Hometown: Robertsdale, Alabama them.” She subscribes to industry newsletters such as the Ragan Report, PRWeek and page 42

It’s All About Integrity

Robert Christie Vice President of Communications, Dow Jones & Company

Robert Christie, current vice president of the student newspaper and the sports of communications at Dow Jones & of the Sports Information Department.” His Company, found public relations practice success in these endeavors paved the way largely by accident. In fact, one could say for his career in public relations. the practice found him. Christie’s hardworking attitude and Christie went to Mansfield University on competitive nature, coupled with his love a football scholarship. He was a formidable of sports, afforded him the opportunity center for the Mountaineers. However, to work under a highly influential mentor his football career was short-lived, as his and secure the underpinnings of a hopes of becoming a star college athlete promising career in public relations. After were dashed following a career-ending finishing college, he assumed positions shoulder injury. at several large businesses. Recently, he Christie’s ambitions, however, were was designated one of PR Week’s “Top not so easily stifled. He did not give up on 40 under 40” professionals in the field. In his passions, and he continued to pursue short, Christie is well on his way to having one of his greatest interests--sports. Christie his name permanently inscribed on the roll said, “I was avidly interested in sports, and of outstanding public relations leaders. I wanted to work in the Mansfield University Sports Information Department and for the [Getting to Know Robert school newspaper as a reporter. I ended up Christie] doing both. I enjoyed the writing and editing In his 18 years as a public

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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.” 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 and difficult to quantify, he also stated Consumer Electronics Show. He stated, that practitioners are “instrumental in “We developed strategy in how key establishing externally and internally the announcements were made, and, after agenda of the company.” 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.” to top executives. “Most organizational With GM, Christie management does learned that consumers “Companies know when they not understand what were frustrated that the don’t have good PR. That’s PR is. Companies know auto manufacturer’s when they appreciate it.” when they don’t have concept cars were not good PR. That’s when available for purchase. He effectively they appreciate it. When they have good communicated the need for top PR, they largely don’t know it and don’t management to produce these vehicles appreciate it.” 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 “never lie Wall Street Journal, crisis management, to the media and never sit on a story.” 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 aspect of his career is the sense of fulfillment media friendly and by helping the media gained from a job well done. “For me, it’s construct stories about the organization. page 46 It’s All About Integrity

He explained, “Most people have a disdain for the media. They feel like they’re Fun Facts: getting their hands dirty by working with them. Positioning, communicating and Interesting fact: getting to the theory of what a plan should -He went to college on a football accomplish is all important, but it’s not scholarship nearly as valuable if you don’t get good publicity from it. The media is an incredible Favorite travel destination: -Paris, France resource--the only way a PR practitioner can do his or her job effectively is to Hobbies: appreciate the role of the media and strive -Golf, sports & cooking to form a positive working relationship with it.” Dream job as a kid: -To be an airplane pilot [“Knowing a Little About a Lot”] Christie said that effective public relations Three things never without: practice demands a holistic group of skills, -Blackberry, cell phone & I.D. including “superb understanding of the organization, awareness of current events, constituents, customers, management courses. Taking such courses exposed and subordinates, and knowing when and him to diverse cultures, experiences and how to be assertive”. In short, successful perspectives, which helped him become practice entails “knowing a little about a the leader he is today. lot, and a lot about a few things.” Christie explained that education can aide in [A Changing Landscape] creating a holistic knowledge of the world According to Christie, the evolution and more effective practice. of technology and a changing Christie earned his bachelor’s degree political landscape are the two major in communications from Mansfield developments that affect public relations University. However, he explained that today. “When I started working in PR in elective classes were equally instrumental 1990, the ways we communicated in shaping his career. He specifically cited were completely different from humanities, foreign language, business the ways we communicate and economics, sociology, theater, mass today,” he said. “You never communications and political science heard of Blackberries or email. page 47 It’s All About Integrity

The fax machine was how these two qualities are “at the core of PR; people communicated-- they are the basic building blocks and, I haven’t used a fax machine without these qualities, practitioners will in years. The only thing you can do never be able to do their jobs effectively.” now is embrace technology, try Christie believes that approximately to understand it and leverage it to your 90 percent of what it takes to be an benefit.” effective leader can be learned. The keys As for the dynamic political landscape, to developing leadership skills, according Christie said, “Politics, politicians and the to Christie, include learning from mentors tone and temperament of the country --those already experienced in the prof- affect everything. I don’t know how much ession--learning from mistakes and gaining we can do about that.” the confidence to lead others. Christie met Bob Blake, his most influential [The Qualities that mentor, during his first job “I learn from my mistakes. I will Matter] in public relations. “Blake When asked to cite never make them again, and embodied everything the professional skills I will never get down about that I wanted in my own or personal qualities the things I have done wrong career, from personal that contribute most throughout my career.” integrity to a consistent to his success in public professional and some- relations, Christie first named patience one who excelled at every aspect of his and media relations. “As a whole, I am career,” said Christie. “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.” Learning from mistakes made the profession an enjoyable career.” requires patience and an understanding Christie said that Blake is the reason he that perfection does not happen overnight. pursued a career in public relations and is Patience, then, is a quality that allows still in the industry today. a person to focus on the task at hand, Christie also said that mistakes are the learn from mistakes and take the time to sources of his greatest learning exper- understand clients and their needs. iences. “I learn from my mistakes,” he said. The second quality, media relations, “I will never make them again, and I will requires “having a command of how media never get down about the things I have function, what they need and how to work done wrong throughout my career.” He with them effectively.” Christie stated that went on to reference the value of learning page 48 It’s All About Integrity from the mistakes of peers and mentors. successful career in public relations. The ability to learn from personal mistakes According to Christie, sacrifice often and the mistakes of others, and rebound means “taking a better job.” While taking a from those negative consequences, boosts better job may not sound like sacrifice, he confidence and enhances professional explained that “the better job often pays development. less money.” For example, the “better job” Without self confidence, it is impossible is usually one that provides quality, hands- to win the confidence of others. This is on experience and the opportunity to work why self-efficacy is another component with a powerful mentor, as opposed to one of leadership. Christie pointed out that that offers a hefty pay check. In the end, leaders not only require the confidence the “better job” will almost always pay off. of their subordinates and peers, but also that of top management. “If those around [Setting the Standard] me do not have confidence in me, they In the wake of organizational melt- will never buy into any downs such as Enron recommendations “Successful practice entails and Tyco, Dow Jones & I suggest.” knowing a little about a lot, Company is an organ- What can young and a lot about a few things.” 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 company redefines its code of conduct, individual time to gain experience and which outlines policies of personal behavior knowledge of the industry. Practitioners and ethics. Dow Jones requires each also have to “be willing to be successful and every employee to sign this yearly and adopt a long-term perspective,” agreement. because success in the industry does not Christie explained that the company’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 emp- aspiring young professionals must be willing loyees about what will happen if to sacrifice. Whether the sacrifice comes 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

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as the one value at the core of his professional practice. “I never lie. I never cheat. I never steal,” he said. Dedication to his own personal code of conduct aligns with Dow Jones’ strong statement of professional values. “Personal and organizational values go hand in hand,” he said. “If we are not operating from the same baseline, we cannot produce a product that is so highly regarded as The Wall Street Journal.”

[What the Future Holds] While Robert Christie’s name is not among the college football greats, it is increasingly recognized within the public relations profession. He acknowledges that his first job found him, and that there was a 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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First-Class Communications

Howard Clabo Manager, Media Relations, FedEx Services

[Leading by Example] he understands communication strategy. At FedEx, it all comes down to delivering All work and no play? Not in the office packages. Delivering on the promise of of Howard Clabo, manager of go-to- the brand is the job of Howard Clabo. market media relations for FedEx Services. Clabo grew up in Philadelphia and Mixing hard work with fun, he has emerged attended college at Tulane University in as a leader in public relations who uses his New Orleans, where he majored in political creativity and exceptional communication science. He began college in more of a skills to deliver first-class results; he’s the “go- sports marketing role, but said he always to” guy for communications. had an interest in public relations. Right out Not taking himself too seriously, but of school, Clabo began his public relations seriously enough, is one way to describe career as an assistant account executive Clabo. As a child, he wanted to be a at the global PR agency, GCI Group, in stand-up comedian. Perhaps an obvious New York City. Working on the agency side connection, but when asked to mention allowed him to get experience in a broad something he does everyday to enhance range of issues and projects, providing his work performance, Clabo simply stated, insights that would guide his career. “laugh.” But that’s just one side of Clabo. The other side is a driven professional looking [International Experience] to maximize the success of his company. After just a few years in He understands the business he’s in, and the industry, Clabo’s career

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took a giant leap forward relations, corporate communications, when GCI Group appointed financial communications and mergers him general manager at its and acquisitions. These experiences have office in Mexico City. The move helped shape his ability to lead, while also there was an incredibly valuable helping him understand the many aspects opportunity, according to Clabo, who of communications. “When you work in gained experience managing people, communications, you really have to be able and learning firsthand about the cultural to understand a little bit of everything,” said issues of communications. Additionally, Clabo. Clabo’s variety of work experiences he realized the growing importance of has helped him understand the industry at global communications, giving him a new a much higher level. perspective of the business. To make things even more challenging to [Leadership Excellence in PR] the young professional, A c c o r d i n g the office in Mexico “When you work in to Clabo, excellent City was an under- communications, you really leadership in public performing operation, have to be able to relations combines “a meaning change was understand a little bit of strong understanding absolutely essential. of the business, a str- “When I took on the everything.” ong understanding of GM role, there was an communication strat- immediate need to address the staffing egy, and a healthy amount of creativity.” situation in terms of where resources Clabo deals with a variety of people each were focused and the training for those day, communicating internally with FedEx positions,” said Clabo. “I wanted to move employees, as well as externally with the quickly to get what was needed done, but media. Thus, he places a heavy emphasis in the process learned a very important on effective communication strategy lesson about managing people through combined with good listening skills. He change.” That lesson was: the importance has to be able to communicate with and of communicating change to others, understand different perspectives. To do explaining why change is needed and this, he talks in the language of the business, making sure employees are aware of their so that everyone he deals with can expectations. understand the strategy and objectives of Throughout his career, Clabo has worked the organization. in a wide range of PR areas, including media Excellent leaders have a number page 54 First-Class Communications of skills that make them successful in a business environment. They are “people Fun Facts: who understand talent management, understand not only how to deliver results, To enhance work performance: but also understand how to build and grow -He laughs an organization,” said Clabo. Magazines/newspapers read: An essential component of public -Harvard Business Review, Wilson relations, and one that often goes without Quarterly, New York Times & saying, is the need for fundamental Financial Times skills. Clabo stresses the importance of both written and verbal forms of He speaks two languages: communication. To be successful in public -English & French relations, “you need to have those basic skills and you have to be a good writer,” Favorite travel destination: said Clabo. Good communication helps -French Riviera an organization coordinate its objectives across the company, as well as enhancing Dream job as a kid: strategic development. -To be a stand-up comedian The ability to articulate is another important skill in public relations. “The regardless of the level, where you can take ability of a company to not only articulate on a leadership role. its products to its customers, but also to Having a management that unders- articulate or motivate its employees to tands the role and importance of deliver on the promise of the brand, has communication is a huge advantage for become an incredibly important part of people working in the profession. Clabo how businesses are going to be successful,” lists a number of ways to help others said Clabo. understand the role of public relations. Clabo’s concept of leadership is one “You have to be a business partner. You that can be applied to any industry, not have to talk in the language of the business just public relations. He believes leadership and the priorities of the business. You have is a learned skill, even for people born with to show how you are adding value. natural abilities. And what is the best way How is what you’re doing benefiting to develop leadership skills? “Well there’s the overall company?” no better way to do it than to lead,” said One of the most rewarding Clabo. He recommends finding projects, aspects of Clabo’s job is

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“having a seat at the table in charismatic guy. I think those are the kinds terms of helping to define the of things that you need to have a successful organization and helping to organization, especially at this size.” bring those strategies to life across Clabo was also fortunate enough so many different aspects of the to have an excellent role model early business.” His role at FedEx is a very broad in his career. Bruce Bishop, the CFO of a one, allowing him to take on a range of company he worked for previously, helped responsibilities, making his job in public Clabo understand not only the business relations one of excitement and constant of public relations, but also the business change. world. His advice taught Clabo to view A creative person himself, Clabo enjoys his profession from a variety of angles, managing and work with other creative learning to balance the business side with people. “I think there are a different set of other elements, like creativity. skills that one needs to manage creative people because you [A Team Effort] need to understand the “I’m a believer in working Just like the creative process,” he hard, but also having fun at importance of a good said. “Sometimes it’s a the same time.” leader, having a great matter of, how do you team of employees yie- maintain a strategy and balance it with lds success for a company. Part of Clabo’s the creativity?” And leave it up to Clabo success at FedEx can be attributed to his to do the job. He understands the creative ability to assess skill and talent in others. process and how to coordinate it to fit the Finding the right mix of skills, talents, and objectives of the company. backgrounds is something Clabo looks A large part of his understanding for when hiring his employees, and he comes from watching other leaders in his considers the team he built at FedEx the field. Clabo attributes a big part of FedEx’s proudest achievement of his career. favorable image to Bill Margaritis, FedEx The relationship he has developed corporate vice president of worldwide with his team at FedEx is a good indicator communications and investor relations. of the continued achievement and “Bill has an incredible understanding of the strong reputation of the company. “I business,” Clabo said. “He’s very creative. think that people need to have a very He has a very strong understanding of good understanding of what their role in communication strategy, and he’s a the organization is,” Clabo said. “People need to have a scorecard of success—an page 56 First-Class Communications understanding of whether or not they’re The impact of the Internet is a change doing a good job. People need good Clabo has seen largely represented by new feedback on an ongoing basis of how professionals entering the field. “They bring they’re performing. And people need to a different perspective, and a different feel success is celebrated and that failure understanding of what communications is not the end of the world; it just needs to can do,” said Clabo. “Listening and be explored into why you failed.” understanding the next generation is The environment of a workplace critically important to us because those also can make a huge difference in the are our next customers, and those are our performance of its employees. “I’m a next employees.” Clabo values the ideas believer in working hard, but also having and perspectives of future generations fun at the same time,” Clabo said. “So, I and sees them as a significant opportunity think that our environment here is a really for the growth of public relations. good balance of fun and hard work.” In Beyond the Internet, Clabo ident- addition to finding that ified two other major balance, honesty is the “People need to feel success developments affecting most important value is celebrated and that failure public relations: the in Clabo’s professional is not the end of the world.” pressure of time and practice. He pointed the global mix of out that being honest with the people you communication with media relations. The work with, being honest with the media, public relations profession operates 24 and being honest with yourself are all hours a day, seven days a week, making the crucial elements in his profession. issue of time extremely significant. Whether it’s following a developing story or simply [Major Changes in the Profession] sending out an email, the expectation of Being able to adapt to change is an response—the speed of response—has important part of leadership, and in public grown exponentially. relations, change is occurring rapidly. From managing an office in Mexico City One of the most significant changes in to working for the global FedEx corporation, the industry is the growth of the Internet. communication at a global level is an “You have a platform to tell a much more issue that really hits home with Clabo. powerful story,” said Clabo. “We’re able “We truly are operating in a global to target very specific audiences with communications environment, very specific stories and messages that we which has a lot of challenges simply couldn’t do without that medium.” and opportunities.” page 57 First-Class Communications

The industry of public relations is full with growing opportunities. Within these opportunities lies the ever present need for strong leadership. Howard Clabo has combined his understanding of the business with an innovative approach to leadership to generate enthusiasm and excellence in every aspect of his work. Valuing the performances of others and utilizing his own deep knowledge of communications, Clabo has become a respected leader in public relations, one who makes every day at work a little more exciting.

Shannon E. Creamer Bachelor of Arts, Advertising Hometown: Midland, Texas

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A Strong Work Ethic From Strong Roots

Liliana Esposito Senior Vice President, Mercury Public Affairs

Working on a vegetable farm in Rhode company because she took such pride in Island from age 14 through her college her work and always acted as if her name years and being raised by a single mother, was on the door. Only later in life did they Liliana Esposito learned early how hard you realize their mother was not the company’s have to work to get things done. In fact, CEO. She always did what needed to Esposito’s mother is the most important role be done, though it might not have been model in her life and one of the smartest included in her job description. people she knows. Despite the fact that Esposito took her powerful childhood her mother was unable to attend college, learning experiences and carried them she made sure that Esposito and her sister throughout her career, which began did. Working two or three jobs at a time, inauspiciously. Esposito’s mother instilled the idea of a strong work ethic in her daughters. [From Internship to Profession] “If you are the person answering the The only place Esposito received an phone or the person running the company, interview for an internship while in college your work ethic is important, and it is was at Burson-Marsteller, a leading public personal to you as opposed to something relations and public affairs global firm. that is specific to a job,” Esposito said. She had no knowledge about the Growing up, Esposito’s mother per- public relations industry prior formed secretarial work; however, Esposito to this time, but she knew that and her sister thought their mother ran the she liked to write, and she

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liked public policy and public “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 going to be. It can be difficult to convince 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, the same way,” said Esposito. 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 clients’ needs are. responsibility was now “Work ethic is important, and When she was creating on her shoulders. it is personal to you as the government affairs opposed to something that is program, she had to [A Professional specific to a job.” prove that the plans Challenge she developed would Accomplished] support the businesses’ objectives. She had 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 accomp- organization, 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 state- problems. 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 profession- accomplishments 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 A Strong Work Ethic From Strong Roots

[The Importance of Being Smart] Esposito feels that it is not so important Fun Facts: how much education a person has, but rather the thirst for knowledge and the Most visited websites: ability to think analytically about problems -NYTimes.com, Politico.com, that is more important to professional DrudgeReport.com, Slate.com, DailyNews.com, PerezHilton.com success.

“An education is crucial, but I think it’s She was born in Bologna, Italy more about the importance of intellectual curiosity and just being smart. I think you Dream job as a kid: can be smart without a college education, -To be the secretary of state and I think you can have 27 degrees and still not be smart. I think that your ultimate Influential PR book: goal is to operate at the highest level of -”Eats, Shoots & Leaves” a company or organization, and those people are really smart and you need Hobbies: to be, too. If you can’t hold your own -Skiing, anything outdoors, intellectually, you are not going to do well reading & cooking in this business,” Esposito said. Esposito received a bachelor’s degree she completed law school, where she in government and foreign affairs from learned more about how to reason and the University of Virginia, and while she persuade someone to listen to her opinion, does not revisit her textbooks to solve the a valuable skill in the public relations problems she encounters in her day-to-day profession. Esposito feels that law school world, her education did provide her with was like learning a new language every an appreciation for the political process day. She was challenged every time she and understanding of the history behind went to class, and this has carried over into it. College’s challenging intellectual envi- her leadership style and abilities. ronment provided her with the ability to When asked how her colleagues would think critically about problems and analyze describe her, Esposito replied, “I hope as a the situations she faces in her career. smart, hard-working individual who Esposito took a job at Mercury Public is completely invested in my clients’ Affairs shortly after her tenure at Mars success.” Incorporated. While working at Mercury, Utilizing the skills she acqui- where she is now a senior vice president, red in college and in law

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school, Esposito is 100 percent fields like finance where they can make a invested in her clients and her lot of money right away and have a lot of co-workers. She is dedicated cache in their profession,” Esposito said. to analytically thinking about and “It is a challenge for the public relations evaluating every aspect of her field to make sure we are getting our clients’ 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 in the field. I have seen a lot of very smart a day-to-day basis. people leave the public relations field, “When you work for these large which is troubling.” corporations, you are also representing She stressed the importance of not all of the employees that work for them,” only being a practitioner, but also being said Esposito. “Those people’s jobs rely an effective manager. Effective leaders on the success of the need to know how to business and often “I think you can be smart manage their clients c o m m u n i c a t i o n without a college education, and take care of the challenges can greatly and I think you can have 27 business. They also affect that.” degrees and still not be smart.” need to look out for those who work with [Attracting & Retaining Talent] them and to ensure they are learning and Esposito feels the biggest issue facing are developing professionally. public relations leaders today is attracting Esposito has made it a personal and keeping the smartest people in the challenge to inspire those with whom she field. It is difficult in her mind to retain 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 She defines an excellent leader as, executives in the world could effectively “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 of retaining those bright, young minds. necessarily good at every discipline, but “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 A Strong Work Ethic From Strong Roots 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 work product better for the whole team.” on the agency or corporate side, I’ve Esposito values qualities in other leaders always focused on what needed to be like being tough but fair to those who work done as opposed to what I had to do.” 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 ev- relations profession, aluating herself as a co- “Some of the most but rather to look more worker and as a leader. unglamorous industries and deeply, at how it can She examines what clients can often be the most actually help people she can do better and challenging and rewarding.” 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 “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 name,” she said. “Focus on working with 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 “Integrity, being honest with your clients can often be the most cha-llenging and and honest with the people that you work rewarding.” with [are at the core of my professional According to Esposito, the bottom line practice]. I think I could have succeeded to finding success in the public relations more had I had been less ethical at times,” field: surround yourself with smart people Esposito said. “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

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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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Fantastic Four

Chris Finnegan Vice President, Discovery Health Media Enterprise, Discovery Communications

The greats: Winston Churchill, JFK, Paul individual talents. Bear Bryant and Chris Finnegan…well For Finnegan, currently the vice president maybe not quite yet. But this 31-year-old of communications for the Discovery emerging public relations professional, Health and Discovery Kids cable networks, who has worked at top agencies such his 10 year climb to the top has been as Ketchum, Hill & Knowlton and now filled with ups and downs, but the success Discovery Communications, is well on his he has found is based on four leadership way to becoming a legend of his own. principles: understanding audiences, lea- With childhood dreams of pounding the ding by example, learning from every gridiron, Finnegan changed his direction experience and working hard through times when he realized that he had a talent for of uncertainty. These four principles were understanding people, being able to put not something that he initially developed himself in other peoples’ shoes. “Emotional as an equation for success, but they have intelligence,” as he likes to call it, is what become something he has realized and he believes to be one of the top qualities wants to pass on to the public relations for success in public relations. But being community. a manager and a leader in any field isn’t only about walking the walk or even talking [Audiences & Emotional the talk, it’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 page 69 Fantastic Four

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 is to first understand what public person needs to understand. Clients have relations practitioners’ 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 “identify with someone other than yourself” 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 titioners, according to Finnegan, is to fulfill means that a communication team will a goal for an organization “whether it be work with a variety of clients, targeting a someone that we’re representing as an variety of demographics. agency, or working in house with our latest For example, one of the TV shows that campaign…what we Finnegan worked on want to do is figure out, if “Know everything about was a series called “Jon there’s a goal, then how everything, and eat and Kate Plus 8.” The do we communicate breakfast, it makes the day concept for the show is messages were trying go so much better.” a couple, Jon and Kate, to get out to people who have one set of who need to hear them.” He also said twins and a group of sextuplets for a total public relations people have to “figure out 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.” 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 the market at first. After extensive research that “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 wouldn’t get audience and how to approach them. the information that they need when they As a result, communications and public need.” relations were key drivers in the show be- For 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 cable’s how to identify with someone other than most-watched shows on sister network TLC. page 70 Fantastic Four

[Leading by Example] Another aspect of leadership in the Fun Facts: profession is leading by example. In organizational settings, everyone has Interesting fact: a boss they like or dislike at one time -He has a great CD collection or another. Finnegan feels that having Three things never without: different leaders provides people the -iPod, wallet & cell phone opportunity to learn from these individuals, whether good leaders or bad. Having Hobbies: a leader who completely embodies -Following sports, pop culture, excellent leadership characteristics can politics & seeing live music be beneficial to an organization so that others may try to emulate their actions. On Best PR advice received: the other hand, working in an organization -Know your audience where leadership is not present, people can often sense the leadership void, and Dream job as a kid: -To play in the NFL productivity and morale may disappear. In his own leadership style, Finnegan believes in a “horizontal management approach.” He said, “I don’t like to and had a lot of the positive leadership get caught up in titles, where the vice attributes that I mentioned.” As a leader, president does this, the director does this, “Higgins personified the values that he was the managers do this and the publicist trying to communicate to his audiences,” does this. When you start thinking about said Finnegan. This experience made him that, you’re more occupied with what you realize that “a leader or manager has the shouldn’t do, or what you can’t do, than opportunity to set a tone in a company,” what you can do.” and Finnegan wanted to emulate that as Finnegan said his first encounter with much as possible as he moved forward in someone who led by powerful example his career. was a man named Jon Higgins, then the office director at Ketchum in San Francisco, [Leveraging Opportunities to where Finnegan worked earlier in his Learn] career. Finnegan said that Higgins, “had The third aspect of leadership such a great public persona... he was just in public relations has to do someone who practiced what he preached

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with leveraging opportunities boss even questioned whether he should so that they can be used as stay in the public relations field. “I walked learning devices. Finnegan out of that office…with an enormous chip believes that every opportunity on my shoulder,” he said. “And I vowed to should be used to learn something never receive a bad review again.” To this new, whether a good or bad experience. day, he has not. “That chip on my shoulder When people fail, find out why they failed; ended up being a pretty good motivator,” when people succeed, find out what said Finnegan, “and every once in a while they did that helped them do so well. This I think about that time, and it still motivates approach gives people confidence in me.” He said that experience, plus his projects that they do so that the next time new found motivation, equaled “a magic can be successful. Earlier in his career, when formula,” and 10 years later, the math still Finnegan was finally given the opportunity works. to run his own project, he received Another learning experience has praise and recognition grown out of the ever from his leaders for his “It’s a matter of hard work, changing media that work. This praise and dedication and some long his industry and all recognition motivated hours.” industries are currently him to receive that same facing. For public rela- positive 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 “give people the and challenges from which professionals opportunity to run their own show…when it must learn. The media are no longer just works out, I make sure they know they’ve TV, newspaper, magazines and radio. done a good job.” “Everything started changing with the Another situation in which Finnegan proliferation of the Internet,” 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 manager. During a project at his first public ESPN.com. “It’s like finding a needle in a relations job, his boss implemented a six- haystack sometimes communicating to month review where “truth be told [he] the new media,” according to Finnegan. could have been doing a better job.” When “You’ve got 50 people looking at this blog, he received the review, the 22-year-old was 50 people looking at that one…and there’s surprised to see that he had earned a poor about a zillion different blogs out there.” job performance evaluation. In fact, his Dealing with this issue is all about page 72 Fantastic Four

“being flexible and making sure that you fragmented Spanish, he was out of his can continue to have your strategy and comfort zone, but he asked questions, your outreach evolve in a parallel pattern learned the culture and did his job. He with the media,” he said. In today’s era recalled, “It’s just hard going out there and of “RSS feeds and Google alerts, I can being resourceful and trying to understand pick random topics that are of interest to the people as quickly as possible, figuring me like my company, my network or my out what are the tricks and what are the shows that I’m promoting,” said Finnegan, best ways to get the information you want “and basically I leverage different search in front of these people so they will act on engines and any kind of mechanism that it.” In the end, Finnegan put together an calls for the news for me.” Best advice? aggressive campaign to position this event “Know everything about everything all the and drive the media to it. As a result, he was time and eat breakfast; it makes the day able to double the expected attendance go much better.” at the event, which solidified his reputation as a professional. [Dealing With “Always see chaos as an Finnegan believes Uncertainty] opportunity to be a leader that uncertain times and problems provide The final aspect of and show your skills.” 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 Finnegan’s advice: “Remain cool when reputation in the professional arena. things get uncertain.” Times of uncertainty Reputation, Finnegan said, is one of the are inevitable, but the key is, “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,” themselves apart from others and shine Finnegan said, “always see chaos as an through as a leader. opportunity to be a leader and show your Although things have changed dram- skills.” atically for Finnegan since his days as a Finnegan experienced this first hand, busboy at 14, he said success now is all when he was put in charge of an important about letting people know what you pharmaceutical meeting in Sweden, can do for them. “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

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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 weaknesses. From there it’s all a Catherine E. Edwards matter of hard work, dedication Bachelor of Arts, Public Relations and some long hours.” Hometown: Paducah, Kentucky 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 constitutes a perfect leader in the field. 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

The Human Heart, Donald Trump & 9/11: A PR Leader’s Journey Megan Frank Vice President & Director of Public Relations, Allianz Global Investors

“Everything I’ve ever learned in my rang off the hook while everyone in Morgan career has been from strong leaders and Stanley’s Corporate Communications gr- strong managers.” Megan Frank said her oup office worked frantically to begin knowledge and experiences came from managing the largest crisis the company “being in the trenches,” living it and always and the country had ever seen. doing what she feels is right. She relied on Knowing that going home to hide everything she had ever learned during that day and the weeks following was one “trench” moment that fell on a fateful not an option, Frank threw it into high Tuesday. gear and exhibited great courage and determination for her company. As Frank [Not Just Any Other Day] said, “That was really a time and experience Frank worked for Morgan Stanley, the where you had to step up and lead by largest tenant of the World Trade Center. example.” She couldn’t have been more Thankfully, her office, located in the second correct. The first thing on the agenda: tower, was empty on September 11, 2001. handle the hundreds of calls that came into When the planes hit, she and the rest of her Morgan Stanley’s Communication group team were at their Midtown office; they held office. “We were just so inundated with weekly global conference calls that were calls, as you can imagine, calls from always conducted on Tuesdays. Frank can clients, from employees, employees still remember the immediate reactions from other companies that after hearing about the attacks. Phones didn’t know who to call.” She

page 77 The Human Heart, Donald Trump & 9/11: A PR Leader’s Journey remembers people calling [Crisis Management at Its Best] and telling her that they were Frank and her team were immediately just on the phone with a friend 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 “It was a defining experience where have been extremely difficult to then tell 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. “It organization, lead our CEO, and lead this was very challenging, very exhausting, but I battered group of employees.” Frank said think it was really an experience where, not the goal of her team was to get Morgan just me, but my entire team really stepped 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 There’s no way that we would have been work and the first thing everyone talked able to get through it, and do what we about would actually be something other needed to do, if we weren’t all working than September 11th. together as part of a Morgan Stanley event- team and really leading “I am a jack of all trades.” ually reached its goals, the company.” 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 financial advisors from across the country and were the first company to set up an 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 York. When the first plane hit, they were months. However, it was that first week that forced to evacuate the building. Once Frank remembers as the most grueling. “We they were actually out of the building, were in the office every single day until 10 many were stranded in the city. By the time or 11 o’clock trying to find our employees.” they all returned to their homes, they had It was a week where it seemed that every become local celebrities who were sought single second was a defining experience. out constantly for interviews. In normal circumstances, this might be good news. The problem was, though, page 78 The Human Heart, Donald Trump & 9/11: A PR Leader’s Journey that Morgan Stanley had a strict policy on who could talk to the press. “They Fun Facts: were young, junior-level people who had been employed by the firm for months, if Dream job as a kid: anything. They weren’t necessarily the ideal -A veterinarian spokespeople that we would have wanted to put forward.” And may of these trainees Favorite food: were doing interviews with their local press -Cheese without getting approval from Corporate Interesting fact: Communications. In one instance, for -She loves to play poker & example, a trainee made a statement recently won a poker tournament to his local newspaper suggesting that Morgan Stanley might not be able to stay in Favorite music: business. Frank remembered CNN picking -Classic rock or 80s up on that and reporting that Morgan Stanley was closing up shop! To enhance work performance: In the end, it was decided that they be -She reads the newspaper every allowed to do the interviews. “We basically morning let them do the interviews because we thought it would be a cathartic experience in her childhood. “My parents are my for them to talk about it,” Frank said. She role models,” she said. “They have both managed every interview opportunity and demonstrated outstanding leadership— coached trainees for those interviews. both personally and professionally—and “There’s nothing in my mind that I could have provided me with the building blocks ever think about experiencing that would I need to be successful—again, both come close to dealing with that situation,” personally and professionally.” Frank said. “Getting through that crisis, I She has played many different roles think, prepared me for anything that would throughout her career. Frank said, “I am be thrown at me. It was horrible, but also a jack of all trades. I’m the only person one of those defining experiences.” handling PR for Allianz Global Investors in the U.S. So, I get involved in [From the Beginning] everything from philanthropy to Frank has had her share of defining also managing our internal experiences. Through them all, she communications function.” has relied on a strong foundation built Her responsibilities with internal

page 79 The Human Heart, Donald Trump & 9/11: A PR Leader’s Journey communications include em- school’s career center, she found a public ployee communications, com- relations internship opportunity. Frank said, munications with her CEO “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 we didn’t have public relations as a major communications people worldwide. or communications as a major.” Despite her Though her title is vice president and lack of knowledge in the public relations director of public relations at Allianz field, she made a quick decision that would Global Investors, she did not wake up change her career path and life. “I sort of one day while a young child and say, “I blindly took this summer job and ended up want to go into public relations and be a really liking it,” she said. vice president when I grow up.” In fact, The position was with one of New York’s her passion throughout high school and largest public relations firms, Rubinstein in her undergraduate Public Relations, and experience at Colgate “It was very challenging, very Frank spent most of University was math exhausting, but I think it was the summer working and science. Her first really an experience where, with the entertainment declared major in col- group. She worked on not just me, but my entire lege was chemistry, and big events for big-name she spent the summer team really stepped up to clients, including Diana after her freshman the challenge.” Ross. The biggest event year working as a lab of her summer was assistant, where she ran tests hoping to working on Donald Trump’s 50th birthday find a link between a certain species of 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 unimaginable. One of her many jobs for 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 didn’t sneak for a cure for heart disease and moved away to other areas that were off-limits to on to major in political science. She anyone but the celebrities who appeared returned from a semester abroad in Italy and followed the red carpet leading them the spring of her junior year in great need into the Trump extravaganza. of a summer job. After searching through “I think working in all of these different job and internship opportunities at her industries let me focus on what I ultimately page 80 The Human Heart, Donald Trump & 9/11: A PR Leader’s Journey found to be what I enjoy the most,” Frank has already made up its mind, and try to said. “So to anybody coming out of address that reality.” She has witnessed college, I highly recommend working at a instances, she said, when public relations PR agency where you have the opportunity professionals sat back and nodded their to work on a lot of different accounts in a heads in agreement with whatever the lot of different industries. So you can get executives or clients were expecting from your feet wet in a lot of different areas to a campaign or from media coverage of focus on what you’re most interested in. I an issue. The problem, she said, was that don’t think if I had had that experience I the professionals never turned the tables would have ended up where I am today.” and tried to explain what the truly realistic expectations were. [High Expectations] She said this skill is especially crucial Management is an act that has been during crisis situations, when being on top crucial throughout Frank’s career. Manag- of things and being prepared to explain ing the expectations of the reality of what is company executives “My parents are my role happening, and what and clients is one of models.” the public responses the most essential skills may be, are two critical for excellent leaders in public relations. leadership abilities. “I don’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 you’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,” executives. She said, “I think that’s a really Frank said. This has been particularly true important quality of somebody who is in the financial services industry. She said, going to excel in this field. It’s as much “There are a lot of issues affecting the managing internally as it is managing industry,” she said. “The press loves to focus things externally.” on the negative to a certain extent, and “At Burson-Marsteller, we were taught you sort of become jaded after a while in that perception is reality, and it really rings this industry.” true,” Frank said. “Regardless of the facts, Frank said that the press loves scandals if the public believes something to be and helps to perpetuate them. true, you need to prepare and respond “When an issue arises where it as if it is.” In addition, she said, “You have looks like individuals are being to proceed assuming that [the public] harmed, or companies aren’t

page 81 The Human Heart, Donald Trump & 9/11: A PR Leader’s Journey doing what’s in the best interest achievement of company strategy. “It’s of their clients, [the media] kind of demonstrating over time the value sometimes reports on the issue of public relations and communications.” without fully knowing the facts and That is exactly what Frank has done. sometimes without even talking Working in the public relations industry to the company,” she said. This is when without possessing any form of zeal for managing expectations and managing what you are doing is like expecting a four- internally becomes even more important. way stop at the end of a dead-end road. Frank said if you don’t stay on your toes, “There’s a certain skill set and a distinct then the “next thing you know, you have person that excels in PR. You really have to a crisis on your hands and people have no have a passion for this, and you have to be idea what’s going on.” a strong communicator,” Frank said. “I’ve definitely had those bosses and managers [Loving It] who were not the best communicators, According to Frank, and you can’t be a stro- passion is yet another “You really have to have a ng leader, specifically important aspect of passion for this.” in public relations, if successful leadership, you’re not a strong and she’s passionate about her work. communicator.” To lead successfully in Frank said she enjoys going into the office this field, one must have passion for the 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. going on around her. “You really have to Given her many responsibilities, Frank keep on top of things and on top of stories nevertheless finds time for reading, classical and trends. If you don’t have a passion for piano and Sudoku! “I have my blackberry that and really enjoy coming into work and with me at all times. There could always be reading the newspaper, it’s not the right something. I mean, you never know what’s field for you.” going to come up.” It is this focus, and the She is fervent about staying up-to-date enthusiasm for her job at Allianz, which on the world so that she can lead public prove her love for her industry and career. relations in her company and in her field. So what makes a great leader? Is it Part of the job is educating the company 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 The Human Heart, Donald Trump & 9/11: A PR Leader’s Journey 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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Engineered for Life

Andy Hilton Director of Public Relations, ITT Corporation

Philadelphia Phillies third basemen? perspectives,” Hilton said. The owners of Architect? Public relations practitioner? the restaurant were accepting of him and All of these career choices are ones that educated him in ways far beyond a formal have run through the mind of Andy Hilton, education. In addition, he was taught whose journey to public relations started responsibility and given opportunities that many years before he even knew about turned out to be what he believes one of the profession. the most powerful learning experiences of Growing up in the small rural town his life. By working at this restaurant, he was of Milford, Pennsylvania, Hilton started able to see the world through open eyes, working at age 13 at a local restaurant. This which led him to explore opportunities restaurant was owned by two homosexual outside of the small town of Milford. men in the town, which, at the time, was an identifiable trait of the restaurant to [Career Path] the people in the town. At this young age, His desire to see what the world had Hilton was not familiar with the prejudices to offer led him to college at Syracuse associated with homosexuality, and University in New York. While at Syracuse, he therefore was able to keep an open mind began as a journalism student but wanted and use this job as a valuable learning to combine that with a business experience. “I learned in that situation to be focus. The hybrid of journalism open-minded and accepting of all types and business led him to major in of people, and to learn from their varied public relations. He said, “Public

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relations suited my goals and “That gave me a lot of confidence and a 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 relations has many benefits. You are able 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 huge advantage when you’re first starting 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 helped to define Hilton 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 office. This opportunity accelerated his 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 Engineered for Life function does not produce an easily- measured product or service. Being Fun Facts: able to demonstrate the value of public relations and help the public understand Favorite book: more about public relations is one of the -”All the Presidents Men” rewarding aspects of being a practitioner. Hobbies: Hilton said, “I have the benefit in my -Golf, skiing & being a dad organization of an enlightened leadership team that inheritably ‘gets it,’ which makes Favorite movie: my job a little easier.” -”American History X”

[Mentors & Leaders] Three things never without: Hilton has been fortunate to work -Blackberry, iPod loaded with with many excellent leaders throughout family pictures & reading material his experiences at different companies Dream job as a kid: and organizations. He mentioned vision, -Third baseman for the Phillies or an patience, humility and being able to unite architect people around a single idea as the most important qualities of an excellent leader. “A good leader is going to have a holistic professional network. Tom was the linchpin view of the organization and is going to in my network. In addition to giving me view himself or herself as a business partner sage advice about how to be a better versus a tactician,” Hilton said. practitioner, he has always been willing to When defining excellent leaders, he put his web of relationships to work for me,” mentioned the examples of several leaders Hilton said. with whom he has worked. Tom Martin, Hilton said that Martin once characteriz- former senior vice president and director ed the public relations function as being the of corporate relations at ITT Corporation, “conscience of an organization,” which has was at the top of his list. Martin is one of inspired Hilton’s approach to the business. Hilton’s mentors in public relations. Hilton He tries to think about his work by gathering first became associated with Martin early many different perspectives, being in his career, as ITT was Hilton’s first client a great listener, and always being at Ketchum right out of college. “The curious so that he can help best advice I could give to an emerging the organization make better leader is to build and nurture a broad decisions by infusing a unique

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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, a higher value on the field of 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 every- to 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 I wanted that office to be and was able is one of the best,” Hilton said. “He cares to rally a small, yet mighty, team behind immensely about the me to open that office future of this profession, “I learned in that situation to and help establish the evidenced by the fact be open-minded and agency in that important that he chose to use his accepting of all types of market,” Hilton said. retirement to continue people.” The way Hilton is able 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 into a fire if that’s where he guided them.” faults and that you’re not an expert in all These traits are sometimes overlooked situations. “Part of leadership,” he said, ”is and not necessarily standard definitions being able to course correct your mistake for excellent leadership, but are certainly and right the ship back on the track that beneficial in a work environment. It also you’re heading as an organization. ” page 88 Engineered for Life

Hilton instantly linked this sense of hum- points of view and experiences of others. ility to ITT’s chairman, Steve Loranger, and Concerning integrity, he noted that a his leadership skills. He first described 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 success in the field. 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. “[Loranger] is extremely intelligent and has “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,” Hilton said. At the same time, college that next level in every aspect.” According friends and employers have also helped to Hilton, Loranger’s ability to identify him develop these values. He said, “I just great leaders who can fill gaps in his own happen to gravitate to people who share capabilities is one of the those values and they qualities that make him “Humility, it’s probably the become reinforced.” a great leader and has best trait that I bring to Having a strong set of allowed him to achieve leadership.” personal values is important 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 goals may conflict with personal goals, 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, “ITT is an and therefore able to achieve success as extremely ethical organization” which he a team. indicated was one of the main reasons he joined the company. In the public relations [Personal Values] industry, there are times that practitioners 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, “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, ‘I’m not willing to do that,’ 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.” In these situations, “you

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have to stay true to your values reputation in an increasingly complex or you lose your credibility. and fast-paced world of communication. People who have a reputation Hilton recognizes the direct impact most for having great credibility and college graduates have now with their integrity stand out in this profession. extensive knowledge and familiarity of Perhaps that’s a sad commentary resulting the Internet as a source of acquiring and from our profession’s long association with managing information. spin-doctoring, but it’s true,” Hilton said. While he didn’t gain an extensive business background in college, he has [Understanding the Business] acquired it over his 11 years in the public 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 the business aspects of acquired skill set to an organization. Many “You have to stay true to your many different industries college graduates values or you lose your and fields -- a major do not have a broad credibility.” source of enjoyment understanding of how and satisfaction for him. businesses operate and succeed. Even Hilton said that he enjoys immensely his 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 need for a better understanding of finance internal clock, which seems to maximize for public relations personnel. He also late in the afternoon. The creative juices emphasized a need for “understanding seem to flow better in the afternoon for how businesses operate and make money; him, but being a late afternoon guy also understanding the profit/loss proposition is 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 -- more vital to the employer. being a dad to his son Charlie. In the future, Hilton believes that the importance of public relations will slowly Meredith B. Hall evolve, becoming more and more Bachelor of Arts, Telecommunication & Film significant as companies realize the cha- Hometown: Montgomery, Alabama llenges associated with managing a page 90

Consistency, Loyalty & Service: Foundations for Excellent Leadership Brian Hoyt Vice President, Corporate Communications & Government Affairs, Orbitz Worldwide

“Everyone has a defense and every- life-changing documentary for me – a body has a story,” said Brian Hoyt. “You real Plato coming out of the cave sort need to understand that one of the of moment,” Hoyt said. “It really got me beauties of America is our freedom of interested in volunteering in political speech, that everyone deserves his or her campaigns, and this led to a more day in court, and everybody deserves to active involvement in the 1996 election, defend themselves in the realm of public during which I volunteered for Bob Dole’s opinion as well.” presidential bid, Gov. Bill Weld’s Senate With this belief, Hoyt approaches each race and other congressional candidates client and each job situation. Fashioning in Massachusetts. In 1998, I worked on Rep. successful communication approaches Mike Pappas’ reelection bid in New Jersey. from this framework, he has managed to I should add that they all lost.” continually serve Orbitz Worldwide as a Despite his start, working on political critical team member in all facets of the campaigns, Hoyt never had a burning desire company’s successful growth. to work for politicians “after the election.” As a young man, the course of Hoyt’s Ultimately, the big public relations agencies life was dramatically altered after viewing and smaller consultancies that resided on the documentary film, “The War Room.” K Street -- Powell Tate, Ogilvy, Porter The documentary chronicled Bill Clinton’s Novelli, Brodeur -- held the most political campaign as he fought for his attraction for Hoyt. “I found presidential win in 1992. “It was really a that I really didn’t want to

page 93 Consistency, Loyalty & Service: Foundations for Excellent Leadership 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 These skills and tactics are the chapters in 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 marketing stint at a travel firm called they owed their continued success to Middleton & Gendron the skillful execution of in New York, led him to “The people who helped you public affairs programs. the K Street corridor in become successful are the Hoyt’s ability to call upon Washington, DC. Less and renourish relation- interested in working folks you stick with because ships from these earlier on Capitol Hill, Hoyt’s no one makes it alone.” 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 [Leadership Through Service] 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 Though Hoyt now works in a corporate 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 Consistency, Loyalty & Service: Foundations for Excellent Leadership It is helpful to think outside of the box But at the end of the day, it is important to Fun Facts: remember we are there to serve someone else; it is a service we provide.” Best PR advice received: Hoyt said that one of the greatest -Control the money; control the challenges facing leadership in public client money you bring in relations is the ability to effectively lead others. “We studied political science and Hobbies: -Sailing, writing, reading, being a took creative writing courses,” said Hoyt, dad & husband “but how many of us ever cracked open a book on organizational behavior? Yet we Dream job as a kid: find ourselves in leadership positions only a -To be an astronaut few years into our careers. It’s not a lack of leadership in the sense of being a visionary Interesting fact: or a motivator. I think we are bred to be -He is an avid sailor those people within an organization,” he said. For Hoyt, who admitted lacking Favorite music: self-confidence as a manager in his early -Rock (I’m a deadhead) career, his core belief that public relations is a service industry became the foundation same time, the company launched a new of his leadership style. “In being of service service called OrbitzTLC Traveler Update. to my clients, my company and my own Ultimately, the planning process included team members…it was the only way I felt many late nights, which tested his team, I could demonstrate any semblance of his agency and Hoyt’s own abilities as a leadership in public relations.” While an leader. “It was an exhausting process. The understanding of service as a core tenant only way I knew how to lead was by rolling of public relations is important in being a up my sleeves and getting as involved as strong leader, according to Hoyt, other everyone on my staff and within my agency,” qualities also are essential. he said. “I suppose this is leadership in the For example, in the summer of 2007, sense that you are an example, you are Hoyt and his team played an integral role putting in the same grueling hours in taking Orbitz Worldwide public. The and being there side-by-side with company, on September 5th of that year, your colleagues until the job participated in the opening bell ceremony is done.” The end result was a at the New York Stock Exchange. At the feature for OrbitzTLC in the New

page 95 Consistency, Loyalty & Service: Foundations for Excellent Leadership York Times, and getting his CEO One of his earliest partnerships came on CNBC’s “Squawk on the from his work at Ogilvy PR. “I really learned Street,” Bloomberg Television, a lot from some pretty extraordinary public TheStreet.com and MarketWatch. affairs specialists during the brief time I was If a sense of service and a strong work there: Michael Law, Ralph Posner, and John ethic is critical to successful leadership, Wentzel. I learned a lot from those three so too is loyalty. When asked to define guys.” His time at Ogilvy PR helped expand some unique qualities contributing to his his knowledge and appreciation for public leadership success, Hoyt said, “I would say affairs, but perhaps his most important that I am a somewhat creative person, a working relationship grew out of an earlier somewhat stubborn person, and I am a relationship forged in Washington, DC, as somewhat loyal person. I am loyal to the an intern at Powell Tate. For almost ten people who are loyal to me.” years Hoyt has continued to learn from his friend and colleague, Jerry Johnson. Hoyt [Loyalty & worked for Johnson as the deputy director Mentorship] of Brodeur PR’s public “I am loyal to the people who affairs practice after Creativity and stubb- are loyal to me.” ornness are arguably leaving Ogilvy PR. The important to a successful Washington insider has communications plan, strategy, execution been one of Hoyt’s greatest mentors. and one’s ability to effectively advise “Jerry is one of the unsung heroes in the clients or management. But perhaps one PR industry. He is a master communicator,” of Hoyt’s most unique qualities is his intense Hoyt said. “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 disloyal in his own life. “The ability to build my boss at Brodeur PR and in recent years out a network of people who have helped when I’ve retained Brodeur to work on you in your career, I think, may very well projects where I’ve been…be it AOL or lead you to that next opportunity,” says Orbitz. I think it was due to the fact that we Hoyt, “You stay loyal to your mentors, your both had the ability to close. To be a closer colleagues, your company, your family, at the end of the day means you need to your friends.” This belief is evident in Hoyt’s 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 his career. volume that expresses that appropriate page 96 Consistency, Loyalty & Service: Foundations for Excellent Leadership and impactful message that influences on my own, a story that had actual the influencers. Jerry Johnson is the guy in significance in Washington circles. I got the Washington that helped me sell, helped story placed in a trade publication called me close the story that at the end of the the Legal Times. It‘s funny how a trade story day made a difference. The real leaders can lead to bigger national media stories in public relations are the folks who have – but they really do,” Hoyt said. “It was a figured out how to provide guidance real example to me, in terms of learning to their senior leaders, how to define a 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.” that story in the Legal Times, I think. Success Hoyt believes in a sense of business with one client led to other chances to k a r m a . “ I t i s a l l succeed or fail. It is true connected. The people “It is all connected. The what they say: success you see on the way up, people you see on the really breeds success. you see on the way way up, you see on the But you need to under- down,” Hoyt said. It way down.” stand how to build 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 “The people who helped you become need to be consistent in your execution to successful are the folks you stick with, be remembered.” because no one makes it alone,” he said. [The Human Element] [Consistency & Building Blocks] While Hoyt continues to lead a successful Hoyt is consistent if nothing else. He career in public relations, perhaps his preaches about loyalty and being of most revealing qualities as a leader are service to others as a means to creating those which humanize him. When asked mutually beneficial relationships. His con- to describe his hobbies, he answered in sistency in these beliefs has led to greater a whimsical manner, “Being a dad and a opportunities and responsibilities. And he somewhat less screw-up of a husband.” sees a dotted line connecting all these This response underscores his pride experiences. He calls it “the building as both a father and a husband. blocks” of his success. When asked to describe “I remember being very proud of one those who have been instru- of the first stories I can remember landing mental or inspiring in his career, page 97 Consistency, Loyalty & Service: Foundations for Excellent Leadership Hoyt quickly mentioned [Advice for the Future] business associates, members Throughout his career, Hoyt has 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, “My wife Stephanie has been greatest challenge facing these emerging helpful to me in my career, and that’s professionals, Hoyt replied, “They are afraid because I married another PR professional. to fail. A good publicist is someone who We actually worked at competing firms can look a crush in the eye and accept the when we first met, I think she complements 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 start a firm together one day.” phone and call a reporter versus sending As vice president a text message or an of corporate comm- “You helm the boat in the e-mail.” In his response, unications and govern- same way you try and Hoyt continually referred ment affairs for Orbitz manage the conversation. to the social networking Worldwide, it may be phenomenon and other commonplace to view By manipulating both, you online technologies Hoyt as successful in can go wherever you want.” and how it has neg- public 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. “College grads are others, including his wife Stephanie. “The socially awkward when it comes to the skills she has really rounds me out…I am development of relationships with the not the greatest writer in the world and I media. They are afraid to have direct am an okay strategist…and so to be able conversations with press, and it is evident to go home at night and troubleshoot in their pitching skills. They become more 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 ‘email pitch’ or someone with good very beneficial to my career,” Hoyt says. “I organizational skills,” he said. “But at the don’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 interests… living.” developing real relationships with media, is page 98 Consistency, Loyalty & Service: Foundations for Excellent Leadership 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 relations field: “Be prepared to eat Ramen noodles for two to three years. The money gets better eventually.”

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

page 99

The Man Behind the Words

Tucker McNeil Director of Leadership Communications, MeadWestvaco Corporation

Hockey players and speechwriters Everyday, he has the chance to engage don’t have much in common, but Thomas smart and interesting people in a truly “Tucker” McNeil didn’t always plan on unique role that’s different from working being a speechwriter. Growing up, he for them in any other capacity. wanted to be a hockey player. “In working with someone who is McNeil, who is the current director going to deliver a speech, the goal of of leadership communications for the the speechwriter is to help develop their MeadWestvaco Corporation, landed in thoughts and then capture their voice public relations when the interests he’d through your writing,” he said. “Ultimately, pursued as a kid and through college met you want to be able to write something as with opportunity. When the chance to be if they were writing it themselves.” a speechwriter came along, McNeil said Being able to get inside an executive’s he found himself interested because he head and better understand their thought always enjoyed writing, communication, process isn’t the only reason McNeil enjoys rhetoric and debate. McNeil’s first job in being a speechwriter. public relations was the press secretary for “I think that speechwriting is enjoyable former South Carolina Congressman Mark because you get to learn a lot by helping Sanford. somebody to be successful in a For McNeil, one of the most rewarding slightly different way than usual,” aspects of this job is the opportunity to McNeil said. “So when an work closely with high-level executives. audience responds to a great

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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, it’s pretty As McNeil points out, a speechwriter rewarding to have helped achieve may think that his or her work sounds great those goals.” when working on it in the office or even On the flipside, the opportunity to listening to it being practiced. However, write speeches for high-level executives it’s ultimately the audience’s opinion that can often become complicated as others counts. try to get involved in the process. The “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 organization want to influence the script. 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 process difficult if they “You get to learn a lot by neither?” don’t know what they helping somebody to be McNeil likens this want to say, or insist on successful in a slightly relationship between a certain approach. different way than usual.” the audience and the “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,” McNeil “I’ve always thought of it as being like said, “but it’s also important to be able a comedian. They write jokes but don’t to push back a little bit and give advice know how good they are until they get in when you think that there’s something that front of an audience, and then they know doesn’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,” McNeil said. “It’s a huge learning to connect with the audience.” experience to get out there and hear your own work.” [Gaining Instant Feedback] For McNeil, his career tipping point One of the most important professional came when he wrote a speech for Christie learning experiences for McNeil has been Whitman – 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 – 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 The Man Behind the Words staff, he said. Although McNeil thinks the task of writing about such an emotional Fun Facts: topic was an easy one for a speechwriter, he still remembers people talking about Favorite travel destination: how much Whitman loved the speech and -Switzerland asking about the kid who wrote it. Best PR advice received: “I think that was when not only did I gain -Always know your audience her confidence, but other people saw that I had gained her confidence,” McNeil said. Favorite food: “It was a huge boost. It was my first crack -Macaroni & cheese at speechwriting, and it kind of evolved from there.” Dream job as a kid: Another speech McNeil considers to -To be a hockey player be important to his career is one he wrote for Tom Ridge, Secretary of Homeland Favorite music: Security, for Veteran’s Day. This speech was -Classic rock & the Dave Matthews particularly challenging because Ridge Band is a veteran who was injured in Vietnam. McNeil confessed that writing a Veteran’s Day speech for an injured veteran was introductions he’d written in previous tough because he doesn’t know more positions in government. about the topic than the person he was “I sold everyone on the fact that this writing for. was sort of a ‘trust me on this one – I’ve done it before’ kind of thing,” McNeil said. [The Power of Trust] The short introduction was a hit, and 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. It was one of his first assignments at a McNeil considers these new job, but he had a good grasp of three speeches to be among the President’s preferences from similar his greatest accomplishments

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because they represented “If I’d wanted to be more successful in occasions when he showed that job,” McNeil said, “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.” 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 contri- successes in his professional life, he can buted the most to his success in public also recall a situation in which he didn’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 a speechwriter at the “They have to create the best writer on his Justice Department, he speeches that last forever. staff. He credits much was never able to gain That’s pretty inspiring to me.” of his success as a the trust and respect of speechwriter to writing his peers, he said. quickly and efficiently, executing on “I don’t think I did something specific to direction, and meeting deadlines. fail, but I do think I learned an important Equally important are interpersonal skills lesson,” McNeil said. “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 he’s trusts and respects you.” 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 couldn’t have whom he’s gathering information. given them that, he does think he could “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,” page 104 The Man Behind the Words

McNeil said. “I want each of them to feel to have the same approach and to like I understand what’s going on in their understand that everyone has something business, or what’s going on in their area they can teach him. and with their teams.” “I can’t do my job without learning from Equally important to writing and people the people who make it happen,” 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 it’s everything about the organization and its important to know a little about a lot and operations. This cooperative learning can’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 to be important to su- “I don’t think I did something t y p e o f b e h a v i o r cceeding in public rel- specific to fail, but I think I because they feel ations. It especially helps learned an important lesson.” threatened by people with being a generalist. in the organization Being well-read, a good writer and who don’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 it’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 wasn’t [Treating Others with Respect] sure that he had the exposure to name 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 it’s a CEO or a factory mentor in the profession was manager, McNeil thinks it’s important the boss who hired him for his

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first speechwriting job. McNeil 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 two- speechwriter, 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 or difficult – it’s just long and straight up hill 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 George W. Bush. “I can’t do my job without 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 make it happen.” wanted to “summit n o m a t t e r w h i c h 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, [Reaching the Summit] and it was a very remarkable sense of In addition to the everyday work he does accomplishment.” for MeadWestvaco Corporation, McNeil volunteers for local sports organizations Melissa R. Tauscher and participates in community events Bachelor of Science, Public Relations sponsored by his company. He also enjoys Hometown: Strawberry Plains, Tennessee tennis, golf, squash, hiking and travel. After graduating from the University of Virginia where he received his bachelor’s page 106

Serendipity, Passion & Doing it Right Sreejit Mohan Director of Public Policy and Communications, Bayer HealthCare Pharmaceuticals

How did a young man from India, who the public understanding and acceptance grew up in Dubai and earned degrees in of plant-made pharmaceuticals, an chemical engineering and technology emerging field of biotechnology. Within management, end up a director in the three weeks, Fleishman-Hillard realized public relations field with only six years of they were right and hired Mohan as a full- experience in this type of work? He would time employee. say it’s serendipity. Pure serendipity. Along That was in 2002. Within five years, Mohan with a little luck and a lot of passion. went from being an intern in a field where Upon completion of his graduate he had no background, to the director degree, Mohan found himself in need of a of public policy and communications for job right in the middle of a major economic an important division of the sixth largest recession. So, what did he do? The smart biotech company in the world -- all before thing, of course. He looked for a career his thirtieth birthday. He has come a long across all industries and all functions. Mohan way from his days at a phonathon center, knew this was not the time to be closed- where he was first employed. While he may minded, and his gamble paid off--big time. be a chemical engineer by training, his Fleishman-Hillard, one of the world’s largest almost unheard of rise in the public relations public relations agencies, hired Mohan for industry proves that he is meant a six-week internship at their Kansas City for a career in communications. office. The agency hoped it would bea Sreejit Mohan knows more good fit based on his graduate research in than a thing or two about

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truly excellent public relations practitioner a thousand times over. leadership. Mohan added that having a service mentality has been important to his success [A Tipping Point] as well. “You really want to do the best So, what was the catalyst thing for your client, and you’re going to to Mohan’s expedited climb up the get it done, come what may. Going the ladder? His boss at Fleishman-Hillard left. extra mile always helps,” he said. In fact, “I joined Fleishman in 2002 and had a Mohan said that the best advice he ever great supervisor who was an extremely received was to provide the best service important influence in my first year there. you can to your clients, and everything She helped me understand the agency, else will follow. However, he takes this hard helped me understand my areas that I work service mentality one step further. “My worked on, and helped coach and ease philosophical viewpoint on PR is that it’s not me into the agency life,” just about helping clients Mohan said. With only “It was pure serendipity [that tell their story, it’s also one year at Fleishman, I got into PR]. I had no idea about helping clients do and in the PR industry, what life in an agency would the right thing. It’s about management felt comf- look like, what a career in PR counseling people on ortable enough to let would look like.” doing what’s best for the him take on a lot of his business, in a way that former boss’ work. This initial kick start set helps a variety of the stakeholders,” he the pace for Mohan’s career. said. As for professional skills, Mohan views While fate would have it that Mohan good written and verbal communication was in the right job at the right time to skills as implicit to not only success in the get this great opportunity, fate did not field, but also existence in the field. “That’s do all the work. Mohan proved himself the price of entry into the PR world,” he capable. When asked what personal said. skills contributed to his success, Mohan When asked what personal values are spoke mostly of crucial and often under- at the core of his professional practice, appreciated intangibles. Some of these Mohan’s voice perked up. This is something included heart, drive, openness to he’s passionate about. “First and foremost, feedback and curiosity. He stressed that respect for individuals, whether they’re curiosity to know everything about the your teammates, your clients, or your business of PR, and just as importantly, the boss. You have to respect each other, client’s business, will make you a better and value people’s opinions.” Mohan page 110 Serendipity, Passion & Doing it Right credits his parents for so solidly instilling this value. When you have mutual respect with people, you’ll naturally have good Fun Facts: relationships, which is what PR is all about. He speaks four languages: Mohan said that a particular mentor -English, Hindi, Malayalam & of his always said if you have a great Tamil relationship and a bad program you can still keep the client. However, if you have Dream job as a kid: a bad relationship and a great program -To be a jet-setting corporate you can lose the client, because this is a executive relationship business. In fact, Mohan views the relationships he has built as one of the Hobbies: -Photography, outdoor activities major highlights of his career. However, (mainly hiking), reading, world just as quickly, he added that work is an affairs & finding new music integral part of his life. He enjoys making a meaningful contribution. “My dad always Three things never without: said work is worship. So, being passionate -Reading material, music & about it only makes you successful. It something to write on rewards you in ways that are more than financial.” While his mantra may be that work is extremely grounding. It made him confront worship, Mohan learned from one of his his areas of weakness, as well as build upon mentors how to balance work with personal his strengths. “It helped ground me in terms life. Learning from the people around of what life looked like in the PR world and him is a recurring theme in his life as well. how you can set your expectations in that In fact, his mantra should state that you way,” he said. Mohan uses his insight into learn something from everyone. “When I the value of feedback in his job today. It left Fleishman, I told them that what I really helps people grow as professionals. It helps take with me is the fact that when I look employees become better at their jobs. around, I see that I’ve learned from each He was also exposed to high profile and every one of them,” he said. projects, while working with some Mohan’s time at Fleishman also provid- seasoned practitioners and in an ed some of his most powerful learning environment of radical change. It’s experiences. Early on he was exposed to hard to beat that experience. a couple pieces of feedback that were At the time, Fleishman’s Kansas

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City office was experiencing Francisco resident, what is it about Mohan’s a lot of leadership change, job that makes him drive to excel? First, he employee turnover, team and loves the service component -- helping structural changes, and Mohan was people solve communication problems. At a newcomer to the industry and Bayer, Mohan supports communications to the agency right in the middle of it all. for a product that treats a rare bleeding Learning to handle work in an environment disorder called hemophilia. This work brings of such uncertainty proved to be an him in contact with the patients who have invaluable learning experience. Mohan this condition and who benefit from the recalls a mentor telling him that he would treatment that Bayer manufactures. “The remember that learning experience for the fact that what we make, makes a difference rest of his life -- and he has. “I see the things in people’s lives; that the product that we that were done then, and I still reflect on send out goes into the veins of thousands of that. I implement the things that I learned patients and they lead normal, productive from that experience.” lives because of that, “Provide the best service you is a huge, rewarding [Life at Bayer] can to your clients and feeling,” he said For the After handling three everything else will follow.” same reason, Mohan accounts for Bayer enjoys volunteering at HealthCare at Fleishman-Hillard, Mohan patient events. It’s a great way for him to was recruited by the pharmaceutical put a face to his work. Mohan also enjoys giant to work in-house for their hematology PR work because it allows him to tap into and cardiology business unit. Then, with all his different faculties. “It’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 skills and my knowledge almost entirely, company’s West Coast biotechnology whether it’s my understanding of business, operations. He currently leads a team of my understanding of technology, my six, and provides the entire spectrum of writing skills, my verbal communication communications services for a large team skills, diplomacy skills, or my curiosity.” of internal stakeholders ranging from early However, where there’s an up, there’s a stage discovery to manufacturing, sales, down. Mohan also noted some of the more marketing and business development, challenging aspects of the PR industry, spread over four sites in Berkeley, Richmond, including the uncertainty of the work. Emeryville and Seattle. When dealing with multiple stakeholders, If work is worship for this now San the job can become complex. He never page 112 Serendipity, Passion & Doing it Right knows what a day will bring. “Today, as at this point, he knows that if you are in an example, I’m dealing with news that I an industry where it can make a lot of woke up with at 5 o’clock in the morning difference, then you must be a pioneer in by my colleague in Germany, and the rest it. of my day has been dealing with that. It’s Measurement and accountability in a constant shuffling of priorities. No day public relations are other crucial issues. PR’s is the same. Every day is different. That effectiveness is hard to quantify. “It is a comes with a lot of excitement and a lot tough task to show your value to stakeholders of anguish as well.” for the work that you do,” Mohan said. It’s easy to show the news coverage a press [The New Face of Public Relations] release received, but how can you show As for Mohan’s take on issues and its effects on your stakeholders? Mohan opportunities facing the profession, he has a few suggestions. First he thinks the noted social media first. It’s clear that the profession needs to take some lessons world’s way of receiving news has shifted from other fields, such as marketing and from the model of advertising, on ways in which they evaluate news coming from an “Work is worship.” objective third party, and measure success. such as newspapers, “We’ve got to get more to news coming from individuals. “Now sophisticated and use technology and anyone can disseminate the news,” he collective intellect to solve this problem.” said. “Anyone can have an impact. Let’s His second suggestion is that practitioners say if I’m a consumer of a certain product must have educated discussions with and I know something about a company, their clients about objectives, what the I can be the disseminator of that news expectations should be, and what you using my own blog, hypothetically. The can promise. “Accountability is becoming advent of social media is really a game more and more of an issue. It’s a constant changing event for the profession. I think it’s war for budget; you’ve got to be able to revolutionary.” Naturally, the next question say this is what I’m spending it on, and this is how do we deal with this revolution? is the value I bring.” Mohan says to watch social media very, Next, Mohan talked about our comp- very closely and take advantage of it if letely networked world, and how you can. He added that it impacts some the 24/7 news cycle that industries more than others. While his work comes with it makes the PR at Bayer has not been intensely impacted practitioner’s job last 24/7 as

page 113 Serendipity, Passion & Doing it Right

well. PR leaders, especially they will share the workload as well as be in global companies, must able to jump in during times of need. He keep up with the entire world mentioned that it’s getting harder and -- a daunting task. Mohan says harder to find people who understand all that practitioners must be able to the nuances of PR within industries, such provide quality solutions given the pace as healthcare or energy. Envisioning a at which things are going. “Ten years back solution, this University of Missouri-Rolla grad you may have had hours or even a whole would like to see public relations programs day to think through a decision. Now you at different universities offer specialization have maybe 30 minutes or less. You also in certain industries. He also thinks it’s probably used to have everybody sitting important for journalism departments to next to you to make that decision. Now, offer the same thing. This would allow for you work in a virtual organization. My boss is a more educated discussion between PR three hours away. Her boss is six hours away. practitioners and journalists. By doing this, My clients are anywhere the industry would have among Europe, Asia “It’s not what you say, but it’s a pipeline of people and the U.S.” So, how what you do and how you go who come in with an does Mohan deal with about doing it that understanding of it. life at a globally aligned eventually wins the day.” In keeping up with company? Prepared- Mohan’s service men- ness. He believes in anticipating possible tality, he is even interested in stepping up issues, planning properly, and educating for some local volunteer work at universities internal stakeholders so that they will know to help future practitioners better under- what needs to be done and not panic in stand the biotech, pharmaceutical and any situation. “Some people will tell you engineering industries. “It’s really important there’s no point planning in PR because for everyone to understand the discipline things change all the time and priorities of PR but it’s equally important for them to change. I would argue that to some extent, understand certain sectors.” yes, but you should have a fairly robust plan in place and, of course, some room [A Page from his Book] for flexibility.” So, how can we be great leaders in Mohan also believes in the power public relations, too? That’s the real of people. He thinks that hiring the best question. Mohan says that when looking people is paramount to success, and by back at all his role models, he can identify hiring dependable people, you can ensure three common characteristics among page 114 Serendipity, Passion & Doing it Right them--great understanding, great credibility situations,” Mohan said. After highlighting and great relationships. An excellent PR these three crucial elements that he sees leader must understand everything. The in his mentors, Mohan added his own business, the stakeholders, the relationships, personal touch on the question. In keeping the dynamics, the system--everything. “You with his work is worship stance, he said, cannot be a successful communicator if “also, any leader in any profession needs you don’t understand everything. Believe to be completely and utterly passionate me, when I say you’ve got to understand about what they do because otherwise it’s everything. And that’s also the fun part of not going to translate into their work.” the job. You get to know every part of the And, what’s the good news in all this? business in an intimate way.” Mohan believes that leaders are not just Having great credibility with clients, born, that given they go into the right work, stakeholders and fellow employees is they can be created. So, there’s still hope also crucial to successful for the rest of us. leadership. M o h a n “No day is the same. recounted that all of his Everyday is different. That role models within the comes with a lot of profession have possessed great credibility. “They excitement and a lot of have a seat at the table. anguish as well.” They’ve earned that seat at the table because the way in which Breeanna C. Beckham they’ve operated.” Without credibility Bachelor of Arts, Public Relations behind your name, your work will not be Birmingham, Alabama taken seriously, and without credibility, your work will most likely not be as good as it can be. Finally, Mohan hit on the importance of great relationships, and with that comes strong diplomatic skills. He explained that in PR you’re constantly juggling internal and external stakeholders who have their own agendas to worry about. “You need strong relationships, and you need diplomatic abilities to weather through those

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Insights from an Author, Lawyer & Media Specialist Nick Ragone Senior Vice President and Director of Client Development, Ketchum Public Relations

Leading by example, remaining groun- that networking on Facebook is a job- ded in the practice and synthesizing related task. Nor might you expect him information. According to Nick Ragone, to include Perezhilton.com alongside these are the three essential qualities for TheStreet.com and Forbes.com on his list any leader in public relations. And with of favorite Web sites. This familiarity with experience in law, politics and media, he new media, however, exemplifies how knows what it takes to be a leader in the Ragone applies his leadership principles. field. As a senior vice president and director of Despite this rich, diverse background, client development in Ketchum’s New York Ragone said he always wanted to work in office, he sets the tone for the more than PR. For this reason, after graduating from dozen members of his group and others Georgetown Law, he chose to begin his by exhibiting the leadership values he career by working as a press secretary on espouses. a political campaign. He then transitioned to the PR agency world, where working in [Leading by Example] almost every aspect of the profession gave When discussing leadership styles, him valuable experience. At this point, Ragone mentioned several times the having found a love for media, he chose importance of leading by example. to make it his focus. “You can’t ask somebody At first glance, you might not expect to do something you can’t do, someone with these credentials to suggest or aren’t willing to do, yourself,”

page 117 Insights from an Author, Lawyer & Media Specialist he said. “It’s easy to give orders Not only does Ragone find this principle to people, but it’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.” his job. To make sure he does this, Ragone is “There’s a lot of innate talent that goes very intentional in how he interacts with his into media relations. There’s also a lot of media group. Whether it’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 way—to learn and see them showing them why one was unsuccessful, grow,” he said. he actively looks for ways to impart the wisdom he has gained from experience. [Remaining Grounded in Practice] When asked, he B u i l d i n g o n t h e said the nature of PR, “You can’t ask somebody idea of leading by and especially media to do something you can’t example, remaining relations, makes this lead- grounded in practice is ership style so critically do, or aren’t willing to do, another characteristic important. Since the skills yourself.” Ragone finds essential to involved with pitching good leadership. With it, stories and working with journalists are he underscores the importance of leaders often intangibles -- things that are difficult 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 “I think the biggest problem we have in those who look up to them don’t receive our industry is that people are in positions this feedback, it can be difficult for the of leadership who are no longer doing the leader to establish credibility. type of work they did 10 or 15 years ago. “Media relations specialists respect So, they lose touch with a little bit of their other really good media relations special- profession,” Ragone said. “Once you get ists. And, if they feel or sense that you’ve removed from it, you don’t really know what lost your skill, or you’ve lost something on the current landscape is, whether it’s how your fastball, or if you’re not willing to throw to use Facebook to pitch PR or the impact it anymore, you can’t lead,” he said. of YouTube on viral marketing. Whatever it might be, if you’re not still immersed in it… page 118 Insights from an Author, Lawyer & Media Specialist you can’t be a leader.” Facebook and YouTube are both powerful examples of this because Fun Facts: they comprise part of the new media. -Favorite book: According to Ragone, these technological My own: “Presidents Most developments have not only changed Wanted” what public relations does, they have changed the practice itself. He noted -Dream job as a kid: that their arrival has facilitated the use To play shortstop for the Mets of “disruptive media,” where brands can develop their own content and spread -Best PR advice received: Keep in touch with everyone it online, engaging audiences on their you meet terms and not those of the company. If PR counselors are uncomfortable or -Most visited websites: incapable of incorporating disruptive Facebook.com, CNBC.com, strategies in campaigns, they will have a Forbes.com, PerezHilton.com & difficult time leading innovative, successful Metsblog.com initiatives for their clients. On the other hand, those leaders who remain grounded in practice not only leadership ranks. In fact, his bio in PR Week’s stay informed of current trends, but they “Top 40 Under 40” describes how he uses can also share wisdom more easily with instant messaging to keep in contact with their colleagues. According to Ragone, over 300 journalists. Doing this allows him this flow of information between leaders to quickly match their information needs and followers is two-way. Good leaders with the activities of Ketchum’s clients. facilitate a bottom-up flow of information In addition, he also uses Facebook as a through their organization to keep them vehicle to connect with the media. While apprised of changing technologies. As not necessarily beneficial for sending out wisdom gained from their experience then traditional news releases, he noted that the flows back down, the firm benefits from site can be a powerful vehicle for making being able to successfully evolve and “interesting, creative pitches.” continually offer superior client services. “The advantage of pitching While applying this principle of leadership from Facebook is that you presents a challenge, it’s one that Ragone can reach reporters in a more readily accepts, even as he moves up the

page 119 Insights from an Author, Lawyer & Media Specialist 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. Ragone finds the ability to synthesize and 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 field. When asked to name individuals who practice of PR makes them particularly should be described in this way, he quickly vital in this field. 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 clear why he mentioned “[PR leaders] tend to be fact patterns,” he said. each of these men. people who have an “That’s probably im- Again and again he expansive view of the world.” portant in any type of emphasized their ability leader, but in this indus- to 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 Insights from an Author, Lawyer & Media Specialist 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 Ragone finds this characteristic to fractured, PR is especially suited to be so important because executing address the needs of various groups across communications effectively on be- geographic lines. half of clients is much more difficult 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 “If [clients] don’t “What makes a good CEO Book of Extraordinary respect you as a coun- today is dramatically Executives, Colorful selor, you’re in trouble,” different than what it was 15 Campaigns and Ragone said. years ago.” White House Oddities” 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 rec- ognizing that large corporations may need to manage upwards of 20 to 30 key

page 121 Insights from an Author, Lawyer & Media Specialist [Additional Insight] to survive,” he said. Beyond the three crucial char- Ragone also said transparency was a acteristics discussed above, major area where PR leaders should focus Ragone offered two more insights to continually increase the credibility of the into leadership. industry. First, he noted the importance of an “We should be counseling [our engaging personality. Whether working clients] that transparency matters, that 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 and show them you care. model,” he said. “You need to really enjoy the people and Doing so involves more than just their work, and you need to understand. telling clients transparency is important. That’s something you can’t fake either,” he In reality, it involves leading them to more said. “It’s critical.” transparent actions. This Second, Ragone dis- “If you’re anything less than could include helping cussed how situational direct, honest and them value the voice of characteristics impact transparent, you’re not all constituencies, even leadership style. To him, going to survive.” those like bloggers in the different situations and new media. It might also different organizations will require different involve convincing them that corporate 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 source for the leadership qualities he finds these values into professional practice, the important, attributing them instead to trial- clear flow of information between leader 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 Insights from an Author, Lawyer & Media Specialist to try new things and continually refine his leadership skills. For those just beginning to work in PR, this Daniel R. O’Donnell attribution makes the value of small lessons Bachelor of Science, Accounting learned day-to-day seem more important. Hometown: Huntsville, Alabama While they could get overlooked when looking for major factors that shape one’s style, Ragone’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 one’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. “[Media relations] is weird because you’re sort of like a baseball closer…some days you have good days and some days you don’t, but you can’t lose your confidence and your can’t pull back,” he said. “As a leader…you need to be with your people in the trenches all the time. It’s just the way it is…It’s intuitive.” Perhaps ending on a baseball analogy is fitting for someone whose dream job as a child was to play shortstop for the New York Mets. In the end, Ragone’s experiences haven’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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Keeping Your Finger on the Pulse: The Life of a PR Professional Romina Rosado Managing Director & Senior Vice President of Global Marketing, The NewsMarket

Romina Rosado, managing director Europe, the Middle East, Latin America and senior vice president of global and the U.S. Her resume boasts work for marketing for The NewsMarket, has overall governmental and non-governmental responsibility for managing the company’s organizations, including the Democratic European sales operations and its global National Committee, the European Central marketing strategy. The NewsMarket Bank, UNICEF, the U.S. Department of State assists in the management, marketing and the World Bank. Currently, she speaks and distribution of various companies’ four languages -- English, Spanish, French news videos to traditional media outlets, and German -- and is learning two more. bloggers, consumers and investors in their Colleagues have described Rosado niche market. as an innovative, creative and energetic Currently, the NewsMarket assists over leader with experience in strategic 13,000 media outlets in 193 countries, and planning, sales management, marketing its client roster includes: Adidas, Google, and operations. She is also well traveled General Motors, Nokia, Pfizer and Volvo and knowledgeable of different cultures. Cars. The NewsMarket also handles per- Her international assignments include: a sonal high-profile clients such as George stint with CIA Medianetwork in Spain, where Clooney in his fight to promote his hum- she provided media planning and anitarian visits to Darfur. international business development Rosado’s personal experience ranges services, and a position at a from marketing to public relations in broadcast consultancy in the

page 125 Keeping Your Finger on the Pulse: The Life of a PR Professional UK, Bulletin International, now [Leadership Characteristics] a part of Ogilvy PR. The first of these characteristics is the 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 “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 to keep your finger on the pulse,” Rosado 29, Rosado was leading a multi-million said. “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.” for 50 percent of the company’s revenues, Keeping your finger on the pulse is a and she currently has theme that resonates input into product and “ I think that treating people throughout every aspect service development. like you would like to be of Rosado’s life. From Though her accomp- treated is very important.” work to social life and lishments are substan- everything in between, tial, Rosado remains grounded. “Some staying current is a priority for her. “I am a people are self confident by nature, but total news junkie and have been known I’m not one of them,” she said. “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, ‘I’m really be informed,” she said. good at this, I can do it.’ Then you start This characteristic isn’t different for believing in yourself more, and that builds public relations leaders versus those in your confidence and makes you a better other fields. “I think that staying current professional at the end of the day.” and up-to-date on what’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.” 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 “made” and grow into the credits for giving her this passion for being leaders worthy of being followed, by informed. “I‘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 page 126 Keeping Your Finger on the Pulse: The Life of a PR Professional have or don’t have, and if you work in PR you better have it, and you had better be Fun Facts: passionate about information outside of your job as well.” She was born in Hamburg, Germany Rosado places a strong emphasis on being interested and passionate about Best PR advice she’s received: news. Both being informed and informing -Well done is better than well said others is something that a public relations Hobbies: professional must enjoy doing to stay -Reading, traveling, yoga, singing current in this field, according to Rosado. “I think that you need to read a lot and She speaks four languages write a lot and enjoy both activities,” said -English, German, Spanish, French... Rosado. & she’s learning Italian & Arabic According to Rosado, simply staying on top of things from all types of media has Dream job as a kid: allowed her to connect with issues and -To be the president of a country or events and understand when something is some sort of politician 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 that’s when it truly comes into play.” One percent. example of integrity at work is when she had a client who had miscommunicated [The Value of Integrity] their wishes for a particular campaign. “I The second leadership characteristic think you need to think about the end and that Rosado emphasizes is having integrity be very honest with the client, even if it’s and treating people the way that one tough and your first instinct is to not speak would want to be treated. “As soon as to the client or tell them later. I think that you start managing people, you come integrity is extremely important.” to a point where you have to talk to In helping to build The NewsMarket 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 difficult conversation to have,” she said. “I people to trust her and know think that treating people like you would that she would not compromise

page 127 Keeping Your Finger on the Pulse: The Life of a PR Professional them for short-term success. raise awareness of the current atrocities. The achievement of which she Rosado was given the campaign assign- is most proud was built with ment on short notice, and the project was this foundation of trust and integrity not going to be released to the media until between her and her team. In 2006, the campaign was to be launched. Rosado was sent by The NewsMarket to Rosado was placed in charge of the London to head up the personnel in Europe, client and therefore all of the personnel manage working efforts in Europe and build working on the campaign reported to her. the current team. The European branch of The urgency of the Clooney campaign The NewsMarket’s billings increased by 134 required long hours of operation to be percent in the time that she has been there. completed on time. “It was a ton of work,” She has helped to unify the team’s effort she said. “I would usually leave the office by uniting the team and bringing in and at 11 a.m. or so and get back the next hiring new people, even as she increased morning at 7 a.m., simply because there the team’s excitement about how the was so much to do. Even though there were company was growing many more people who and what it was doing. “I am a total news junkie.” could contribute, you know, I think it showed [Leading by Example] people that I was taking it as seriously The third leadership characteristic that as anyone else, and that I wouldn’t ask Rosado believes has been important in anything of anyone else that I wasn’t willing allowing her to be successful and grow is to do myself.” Through leading by example, her willingness to never ask anyone else on Rosado has shown that hard work and a her team to do a task that she would not do passion for her job has benefited both her herself. “I think that it’s crucial…I think that and her company. it motivates people who you need, it leads to group cohesion and people feeling [Hard Work & Flexibility] like we’re in this together. And when the According to Rosado, hard work and situation is negative, I think that it makes flexibility are two characteristics that are your team work ten times harder than they crucial to success in any professional field, would normally because they know that but being willing to adapt to meet the your in it with them,” she said. needs of one’s corporation or current client In 2006, George Clooney came to The is an integral part of the public relations NewsMarket with an idea to promote his profession. “I think that you need to be humanitarian visits to Darfur in an effort to adaptable and flexible, and I think that you page 128 Keeping Your Finger on the Pulse: The Life of a PR Professional 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 Rosado. In a field that requires building 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 Having a hard- “At the end of the day, how powerful learning exp- working mentality is passionate you are about eriences have always also a characteristic what you do and the industry been the things that that Rosado attributes that you are in will give you haven’t worked out to her parents. This well,” said Rosado. “At characteristic comes an advantage.” 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 hard work and the benefits that it brings is a 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 experiences. I definitely think that you learn 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, lear- world,” said Rosado. ning to reflect and analyze in “I think that being successful is also a the middle of difficult situations

page 129 Keeping Your Finger on the Pulse: The Life of a PR Professional 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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Winning it Right

Kash Shaikh External Relations Manager, Proctor and Gamble

Earning his seat at the table at a very and then realized it’s not going to be that young age, Kash Shaikh, who is “definitely easy.” not a morning person,” has been described Managing a public relations budget of by a colleague as the “brightest young nearly $10 million, this innovative thinker star within Proctor and Gamble’s (P&G) has worked on a number of P&G’s biggest external relations (ER) organization.” He brands, including Old Spice, Olay, Tide, was promoted to manager faster than and Downy. He has lead the development anyone in the ER group’s history (a feat of PR programs for some of P&G’s largest that required two promotions in four years), product launches, including Olay Definity and he believes that the best advice ever and Moisturinse and Old Spice Red Zone. given to him on public relations came from Shaikh is also the public relations lead on Anthony Rose of P&G who told him to, the company’s largest initiative of 2007-08 “focus on the outcome not the activity.” -- the consolidation of the entire lineup of Shaikh proved true to his self description liquid laundry detergents. He explained of “being determined” when he was how environmental sustainability is a quoted as saying, “I ruptured both of my primary focus for P&G, so they are changing Achilles tendons playing competitive the liquid detergent and the packaging. basketball and now have nylon strands in “We have actually shrunk them in their place… I like to think that, as told in half so they now use less water, less Greek mythology, the world took a shot packaging and allow for less at finding my weak spot to slow me down, fuel and transportation costs; it

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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 relations that other fields didn’t offer. “The year.” The project itself will benefit work and the activities that I did on campus the environment with 44 percent ignited that flame for me,” he said. “Once less packaging, 45 percent less water and I got involved, it really opened my eyes five million gallons less diesel fuel because to the possibilities of leading and shaping there will be 60,000 fewer trucks on the strategic thinking for a company.” road. Shaikh’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 Shaikh’s passion about his job, the you are the guarder of your company’s enhancement of his reputation, sometimes field and the welfare of “I ruptured both of my you have to step in and 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 don’t want to with which he has been finding my weak spot, and hear. There also has to be able to work, it became then realized it’s not a focus on winning. “It’s obvious that one reason going to be that easy.” a personal value, and I for his success is the think that it’s important personal character traits that he considers in the business world.” 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 it’s winning within the ethical parameters University of Texas. After initially wanting to and values that your company sets. “I work in journalism because of his passion don’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.” 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. “I took a look at their values, mission vice-president of the student event center statement and principles, and P&G’s lined and also founded a service fraternity. up with mine, and that’s why I am here These experiences helped him begin to today.” He attributes these values to his page 134 Winning it Right mother. Being the vice-president of a male- dominated engineering firm, his mother Fun Facts: has been a tireless, inspirational leader not only at her place of work, but also at Dream job as a kid: home. “Nothing has imprinted me more -To be a singer who played in the than watching her sacrifice and witnessing NBA, flew the shuttle into space to write about his thoughts & passions her will to succeed.”

Favorite book: [By Serving] -My own: “Words: A Collection of One of the values that Shaikh and Poetry, Prose and Promises” P&G see as important is the ever present need to help others and to be involved He speaks four languages: in the betterment of the lives of people -English, Spanish, Urdu & Hindi and the world. P&G, with offices or plants in 90 countries, makes it a major part of Hobbies: -Competitive basketball, weight its external public relations strategy to lifting, working out, photography & provide care to those in need. Shaikh works writing with and leads many of these programs. As he explained, the Tide ‘Load’s of Hope’ program- a marquee sustainability brand have remained in New Orleans, campaign for P&G- was one of the more helping to raise money and re-build homes. rewarding programs with which he has Some of the program’s milestones include been able to work. rebuilding homes, lighting up Jackson The Tide brand had a meaningful Square for the holidays for the first time presence in New Orleans within four weeks after Katrina, and hosting concerts with after hurricane Katrina hit, and has been celebrity partners such as John Legend, there since. “We actually created the Ellen Degeneres and Taye Diggs. Shaikh “Loads of Hope truck, a huge mobile said they recently extended the program Laundromat, and washed over 20,000 to San Diego as well, after the wild fires, loads of laundry for people who had been to try to do their part to help affected affected by the hurricane. We found that residents get back on their feet. when disaster strikes, people turn to their basic human needs of food, water and [By Learning] shelter, and the thing they need most after Shaikh also experienced that is clean clothes.” P&G and the Tide an important tipping point in page 135 Winning it Right

his career. On an assignment measurement. About five to ten years ago, 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. “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.” Improving brand management. “Honestly, in this measurement will increase credibility for the industry, I think if the bulk of our learning PR profession. “We are trying to elevate the is coming from books, profession from not only we’re going to have “I don’t think that we are in managing the media a tough ride. Great PR it to play, you want to win and preventing crises comes from a powerful it, but you want to win it the to really shaping the blend of instinct, exp- right way.” external environment erience, strategy, and and leading business measurement – all things you learn and building programs,” he said. cultivate ‘on the job’,” he said. If public relations leaders are going to While there are many individuals who overcome the issues facing the field and he acknowledges as excellent leaders in increase the profession’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. “I think “They need to understand their business, that she leads by example. She’s been a be passionate about what they do and be collaborative and inspirational leader, and able to collaborate well.” Practitioners also she has set the tone for us.” 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. “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.” page 136 Winning it Right

[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 his company as the most significant. He success, Shaikh named the ability to recounted doing a lot of work with the envision, focus and remain “in touch” Olay brand to educate women on the by listening well and connecting with benefits of sunscreen use and the reality people. “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 field to do because it takes strong business women. “Any time that we can do cause- understanding, strategic thinking and a related or charitable work,” he said, “it firm grasp of where you want to go, and helps educate, motivate, and inspire us as the different milestones that you need to much as the people we serve. And, in the have along the way to process, it helps make get there.” “…thinking about what I consumers more loyal To help focus and could’ve done, should’ve to our brand. That’s the prioritize, Shaikh said done, or would’ve done- most powerful thing that he asks himself, “What we can do, because are the one (or two) digesting it all… and then then it becomes a lot thing(s) that I want to never think about those bigger than selling be remembered for this things again.” detergent or lotion; it year? I like to focus on becomes about building achieving one or two big wins that, at the authentic relationships with real people. end of the year, I can say ‘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.” grew and shared with my team’.” As for Shaikh is excited about the profession. the quality of being in touch, he said this “In the future, ‘trust’ 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, “Thinking about challenges, and experiences that are what I could’ve done, should’ve done, or tough to match in other fields. I’ve would’ve done, -digesting it all… and then been blessed to be able to never think about those things again.” travel the world, meet amazing When asked about his accomplish- people, and do some good

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along the way, I’ve been able to teach and to learn, and I’ve never felt bored on the job.” For Shaikh, success in the PR field requires an intricate balance of passion, intuition, and experience.

[Slam Dunk] What’s his best advice to new prof- essionals in the field on being successful? “Be focused, figure out the one thing that you really want to be remembered for in your first year, and go after it. Don’t be afraid to take risks, but be accountable for your actions and decisions. And remember that the best leaders demand more than the status-quo, and aren’t afraid to change the game.”

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

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Asking Questions, Finding Answers & Discovering Yourself Stacy Simpson Vice President of Communications, InterActiveCorp

Stacy Simpson’s resume highlights as banks or accounting firms, but they are employment in many organizations and also expected to generalize information agencies, even the business giant IBM. Now and represent the company for which they a vice president of InterActiveCorp (IAC), work. a Fortune 500 most admired company for According to Simpson, each day 2007 and 2008, she continuously develops generates new opportunities and chall- skills to promote her company as a front enges alike, and both create learning runner in the technological world. How did experiences. PR leaders must be updated she move from her first job as the assistant on current issues about their company to the director of public affairs at a national and constantly consume new information non-profit health policy organization to the about all aspects of the business world. “You world of IAC? Simple. She’s a natural leader, have to be able to communicate what always learning about her environment you are seeing and what you are hearing and herself. in the outside world, and then apply it Simpson believes that PR leaders are to what is happening in your company, different from leaders in any other field. communicating that to management Other professions are able to specialize in and other appropriate people,” Simpson their industry, such as accounting. However, said. “We are in a unique position as leaders in the communication and public observers, a position where we see relations fields are expected to not only be what is going on in the industry specialists in all areas they represent, such and the company. Leaders

page 141 Asking Questions, Finding Answers & Discovering Yourself can translate that information more. Like the other qualities, her constant into action and into strategy.” consumption of media is significant to her Simpson recalled one of her career. biggest accomplishments early in Perfection is critical in this field, but what her career while working for Stratus about when things are not perfect. How Radio Strategies, a radio PR firm. She does a VP like Simpson handle mistakes? coordinated all radio for the March to After 12 years in the field, she admitted they Conquer Cancer, a fundraiser taking place happen. “There is no flawless execution,” on the mall in Washington, D.C. Thousands she said. “I have always learned something of people participated, including celebr- from every success just as much as every ities and politicians, who donated their failure. If you don’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.” Always succeeded in raising learning in her own job, money, awareness and “Leaders can translate that she admits times exist even influencing political information into action and when she could have policy. “This event was into strategy.” made a good story or one of the first in my announcement better, career that I realized not only did I do or even just presented information from something that excited me professionally, a different angle. She reviews all articles but I made a difference.” placed and notes if a better person could have answered a particular question, or if a [Simpson’s Three Strengths] different approach could have been taken. Simpson focuses on three strengths she It is a continuous learning experience. has found in herself: a natural curiosity, solution-driven thinking, and a fascination [Marrying Education & Instincts] with news. In her own words, this natural Simpson said the definition of excellent curiosity causes her to rarely hear a leadership is two-dimensional. First, a statement that does not spark at least five person has to excel at what they do. They questions in her head. An inherent drive, have to learn to marry education and their thoughts run through Simpson’s mind like instincts so that they understand the role “this is interesting, but here are my next 10 of PR in all aspects. Thinking of all possible questions.” 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 Asking Questions, Finding Answers & Discovering Yourself for all possibilities. She commented, “The first thing that helps with leadership is that Fun Facts: you never forget those things that you learn. You build on your education over Most visited websites: and over again, and you must take every -CNN.com, Ask.com, MSNBC.com, opportunity to further build on the skills that Gawker.com, PerezHilton.com you had before.” Excellent leadership also involves the Dream job as kid: -To be a lawyer or a TV reporter idea of accepting the notion that you in some way are leading the company, Favorite Movie: whether in the lime light or behind the -”Good Will Hunting” scenes. “We are in a very interesting position in that we are always managing up, or Three things never without: pointing out weaknesses or inherit problems -Cellphone/Blackberry, pen/paper/ or opportunities to senior leadership,” business cards, good shoes Simpson said. “You must communicate things that can often be uncomfortable Interesting fact: for someone who is extremely senior. You -She has been bungee jumping also have to be okay with, and skilled at, telling people what they may not want to hundreds of miles, dancing for the Queen hear. And you have to tell them in a way of England, serving food to the homeless, that is productive and that gets the best temping, and even bartending,” Simpson possible end result.” said. “Having a vast range of experiences What can a successful professional like to pull from allows you to approach every Simpson offer her competition, peers, and project and opportunity with knowledge, those seeking employment? She provided empathy, and the desire to learn.” snippets of advice during the interview, With her varied experiences, Simpson weaving together personal stories, thrives on excitement. That was one of definitions and advice. the reasons she took the job with IAC, which offered the opportunity to work [Do Things that Excite You] closely with a leader in his own right “I’ve tried as many things in life as of the business and media world, possible – press advance work for the White Barry Diller. Throughout Diller’s House, bungee jumping, on air TV reporting, career, he has successfully bagging groceries, acting, bicycling applied experiences from

page 143 Asking Questions, Finding Answers & Discovering Yourself the entertainment business to “We are in a unique position where we the interactive environment. are observers. We are in a position to Simpson hoped to get a sense observe what is going on in the industry of why he has made the decisions and the company. The people that are that he has made over the years. She really good at what they do can translate saw it as an opportunity to provide counsel that information into action items and into to and learn from one of the greatest minds strategy.” in the field of business and to help him and IAC communicate with its constituents. [Learn About Yourself] Simpson encourages those in the field [Learn About the Industry] to find opportunities in everything, because Simpson, who double-majored at true learning comes from experiences. Syracuse University with a Bachelor of Arts Whether it is a first job, or one that in broadcast journalism and a Bachelor someone has been in for several years, the o f A r t s i n p u b l i c learning opportunities policy, understands “This is interesting but here are never cease. “Each the importance of my next 10 questions.” day should be treated education. She noted like an interview for the that instruction in a professional field next employment opening,” Simpson said. offers the opportunity not only to learn “Everything should be an opportunity for about one’s particular interest but also something bigger. Every single moment of the opportunity to learn from experts who every single day is a learning opportunity understand the industry and can bring whether that is communicating in the real-world experiences to the classroom. office by answering the phone or actively With her degree in broadcast journalism, taking notes in a meeting.” Simpson also she was able to translate the strategies of pointed out that attentive individuals find finding top news stories into tailored press their talents. She recommends looking to releases and topics of interest to journalists find strengths in the work you do, identify and editors. the things you naturally excel at and learn “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,” Simpson said. her career where she had to confidently page 144 Asking Questions, Finding Answers & Discovering Yourself defend a position in front of several top company. One needs the ability to think executives. Discussion revolved around a 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 “connect the dots.” 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 had to find a different way to shape the 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] provided impromptu examples for support. Simpson has been there. She has In her eyes, “We are doing ourselves a had “deep-end” experiences, which huge disservice if we view ourselves, and are instances that seem impossible or allow others to view us, challenging but create as just the person that “I would never do anything the most power ful writes the press release that I can’t at the end of the learning experiences, and sends it out. We day feel good about.” 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 experience, which involved her career jump need to take advantage of that and use from service PR to IBM. Her experience to that to advise our companies, our business that point involved a mix of cause or issue- leaders, and our peers.” driven PR, health policy, adolescent sexual health issues, international family planning [Develop Your Communication and governmental issues with both non- Skills] profit and agency PR. When she took the According to Simpson, a leader must job at IBM, she took a jump into the deep have excellent verbal communication skills, end. Though unsure if she could develop excellent written skills, and the ability to put 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. relations, and more generally the field of communication. Effective written and oral skills can improve the success of the page 145 Asking Questions, Finding Answers & Discovering Yourself [Keep Your Integrity] She and others influential in the com- 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. “I will not do something However, she recognized the growing that I don’t believe in. I won’t work importance of these innovative forms of for a company that I don’t believe in. I media vehicles, and commented that won’t say something to a reporter that I soon the different media lines will blur, thus fundamentally don’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 truly make it better. I of reporters, and, most would never do anything “We are doing ourselves a importantly, use of the that I can’t at the end of huge disservice if we view Internet, one of the the day feel good about.” ourselves, and allow others biggest changes that Simpson has seen in her Simpson believes integrity to view us, as just the person is key to leadership She 12 years of experience. emphasized the imp- that writes the press release “In our technological ortance of integrity on and sends it out.” world, people are just the job, and throughout as likely to get news your entire life. from Perez Hilton as from CNN.” She noted that at the beginning of her [Evolve] career, not everyone had a computer at 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 Now, people expect immediacy in their 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, gratification on a topic of interest. The and social networks, the face of media is Internet also connects people worldwide changing completely. Simpson suggests, today. “Rules that existed with ‘tried and in the near future, the industry will need to true’ PR don’t apply in the interactive take these new forms of media and truly world.” understand them. page 146 Asking Questions, Finding Answers & Discovering Yourself [Think About Your Audience, All of Your Audiences] PR professionals generally have two Julie D. Stuckey major audiences: their executives in the Bachelor of Arts, English company, and the media. These two Hometown: Beatrice, Alabama audiences must be considered at all times for information, and yet different ideas should be delivered to them individually. “When pitching a major campaign or strategy to your CEO or senior leadership,” Simpson said, “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 you’re giving your big pitch.” However, when thinking about the media, the pitch needs to change. It is more important to “keep it simple. If you can’t explain it, they can’t write about it,” 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 include consumers, community officials, suppliers, stakeholders one must work with or represent, and so forth. Given Stacy Simpson’s achievements, it seems likely that she has learned from and followed her own advice for success in the profession.

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A Whole New Ball Game

David Warschawski Founder and CEO, warschawski

If you could hand pick your child’s little being overbearing, and he’s a person who league coach, or even your own coach believes in giving everyone a chance to as a child, who would it have been? A participate. famous baseball player, or even a parent? While Warschawski has dabbled in But what are the specific characteristics of coaching varsity sports, he’s primarily made a great coach? It’s often the unrelenting a name for himself in the world of public encouragement that person offers, or his relations and marketing. His high school or her fairness, or his or her tremendous basketball team was, most probably, as athletic ability, or a combination of these winning as his successful entrepreneurial attributes, plus more. effort, the Baltimore-based public relations, Meet David Warschawski: dream little marketing and branding firm, warschawski. league coach. The characteristics that make Warschawski a good coach are, likely, the same traits [Head in the Game] that make him a successful and powerful When Warschawski speaks, there is no leader in the field of public relations: hesitation, few pauses. He lays out a play, encouraging impeccable work, valuing and efficiently runs it. There is subtlety in creativity and supporting mentorship. his inspiration; one wants to be a player Appropriately, Warschawski ad- on his team without really understanding mits his involvement in sports has why initially. But the reason is simple. He is provided a sense of inspiration passionate and knowledgeable without and a place from which

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he’s derived his experience, someone who other people will follow.” 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 “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,” he explained. leading requires educating people along For Warschawski, he believes being the way about one’s plans and how to go active in sports early on in life, specifically 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. “Being very actively involved leader is essential to Sports naturally allowed in sports was a great way Warschawski. After him to learn to effectively to come to know what it being asked a fairly function in a group, to means to lead.” complicated question 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, “I would answer “Being very actively involved in sports that in a very different way.” 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,” he said. “When you’re simple, poignant answers. The bottom involved in the group dynamic, and you all line seems to be: “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 wasn’t good other people, with different personalities, leadership?” 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 A Whole New Ball Game nine years. Warschawski knows his agency wouldn’t have accomplished these Fun Facts: impressive milestones without excellent leadership throughout his organization, at He was born in Basel, Switzerland all levels. To enhance work performance: -He exercises [The Rookie] So how does someone, who as a kid He speaks four languages: growing up in Baltimore and dreaming of -English, Swiss, German & playing for the Baltimore Orioles, become Swiss German a front-runner in the public relations field? With the nurturing of his parents, Dream job as a kid: Warschawski developed certain leadership -To be a baseball player for the skills, including curiosity and perseverance, Orioles which he believes facilitated his success. His father, who worked as an achieve- Interesting fact: -He coached varsity basketball ment consultant to top-level business while running a company managers, heavily influenced not only Warschawski’s personal life, but also his professional career. “His approach to a lot of the nuances of the profession, business, the consultative role that he allowed me to be involved in the type of takes, and the ideologies that I grew up work that probably, at the age I was doing with, have had a tremendous impact it, most people would never have had the on the way I conduct business,” he said exposure to.” concerning his father. He moved on to work for Edelman in Such support continued once he left New York, which, at that time, was the home. Warschawski entered the profession number one New York-based agency. as a young rookie starting out in New York City with The Dilenschneider Group. He [Playing for Keeps] genuinely feels the mentorship he received Despite the rich professional experi- there from the late Robert Stone allowed ences in his early career, Warschawski him the opportunity to grow and learn thought he could do more in his in the profession. He spoke respectfully work. In fact, “doing more” about Stone’s trust in his ability; “He really could be understood as his took me under his wing and taught me mantra, both then, and now. page 151 A Whole New Ball Game

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 isn’t being contracted to, as he put it, branch out on his own. “do PR for PR’s sake.” He knows his firm’s “I can do this, and do this well, and do it efforts are used in the hopes of producing differently, and I’d really like to give it a go,” a verifiable business result. In consulting he stated regarding his entrepreneurial a client, he attempts to understand the effort. company’s business goals for using his Doing it differently is also a key concept agency’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 an ideal is something “How many times has well as how to execute he found somewhat something really worthwhile plans to achieve the lacking in previous been accomplished when best result possible. work environments. He there wasn’t good Warschawski takes missed not only doing pride in his company’s a great job, but doing leadership?” positive culture, another an outstanding job. factor he feels some He wanted to do work in his own way, corporations overlook. “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 there’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, didn’t mean that you work; “That was one of the main reasons I weren’t doing great work. But rather that it wanted to start my own agency, because supported doing outstanding work.” I wanted clients to go, ‘Wow! They really The Holmes Report has recognized went the extra mile. Wow, they really warschawski as one of the top 20 boutique thought of everything. Wow, they’re really agencies to work for in the country. The on my team. They really want to get this company has received the award for the right’.” past six years, which Warschawski proudly But going above and beyond was only mentioned in conversation. What he one reason he decided to start his own firm. neglected to mention, however, are any page 152 A Whole New Ball Game of the brands on warschawski’s impressive inspired by new innovations, as opposed client list, including: Black & Decker, to repetition. Leaders have to provide their Adidas, Gore-Tex, Under Armour, DeWalt, organizations with unique ideas in order to the country of Norway, The Athlete’s Foot garner support, and, in turn, be influential. and Century 21. To him, it seems, working “Other places, once you know for high-profile companies isn’t what his something, or you know how to do it, you work is about; it’s about offering the best can keep doing it well. But in our industry, services he can possibly provide to those what’s been done before, if you keep doing companies. that, it’s not successful,” Warschawski said. “We are going to help the company Being unique is something Warschawski create the most powerful brand, we’re does well. He holds no specific formula to going to help them clarify what that brand any question asked. He does not come up is, we’re going to help them determine with the answers you expect or hope for; who the best target audience is, and we’re he has a unique perspective. He does not going to help create offer necessarily simple marketing programs “I can do this, and do this solutions, but tried and that by their very nature, well, and do it differently, and true solutions, often with have such powerful I’d really like to give it a go.” an unexpected spin. He PR attributes built into knows it works, because it, that they almost sell themselves,” said he’s doing it, and doing it well. Warschawski. [Practice Makes Perfect] [A Winning Game] If Warschawski had to prove his coach- While offering the best services is ing abilities in only one way, it would be by something warschawski succeeds in doing, his enduring support for mentorship in the Warschawski also hopes to provide those areas of public relations and marketing. services in a fresh way. In a competitive He feels a major issue the profession faces market, he promises his clients that his as a whole is attracting the best and services will help an organization to stand brightest students. Students often foster a out. misconception of what the field involves, While he believes leadership in public he explained, and therefore, don’t relations is very similar to leadership in other choose the profession. fields, he does think that public relations And often, he feels, when leaders need to be somewhat more they do choose to undergo creative. People are more likely to be educational training in the

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field, especially concerning on how to be the best advocates of the advanced degrees, practical practice. lessons are not learned. Business knowledge, excellent [At the Top of his Game] communication abilities and The Administrative Associate program research skills are frequently lacking among is just one way in which Warschawski college graduates – three fundamental puts plays into action. He practices what skills vital to their success. “For the most, I he preaches. He values learning, so he think getting in with a good firm, once you stays on top of trends in the field. He 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. g o o d m e n t o r s His personal values are and role models,” “A thrilling and caring heavily intertwined with Warschawski said. workplace didn’t mean his professional values, When students do that you weren’t doing which resonate in his come into the profession, great work. But rather that company’s culture. he whole-heartedly it supported doing Because of his desire believes in taking the to excel, he cites few time to guide and teach outstanding work.” 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 “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,” 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

Mentoring Maven

Bari Watson Director of Athletic Marketing & External Affairs, Belmont University

A ll the allures of Alabama native Bari passionate person and professional. Watson’s beauty, grace and charm seem Perhaps it is her genuine personality to have come directly from her Southern or her excitement in completing a job or roots to extend their influences on her task, but through the years, Watson has personal philosophies and triumphs in the acquired various mentors whom have field of public relations. Her genuine care trusted her with their insight in all matters for people and commanding confidence of life. Mentors who have counseled and enables Watson to cultivate relationships guided Watson do so because she can within Belmont University, where she serves be trusted to use their advice in a way to as director of athletic marketing and enhance the professional and personal external affairs. lives of others. As someone who seeks to Growing up as the oldest daughter serve beyond herself and her job title, it is of a schoolteacher who recently retired assured Watson will assist others as others after 37 years of teaching second grade, have assisted her. Watson’s natural inclination towards hard When considering the crucial aspects of work seems to be a direct lineage from her leadership in Watson’s career, one would mother. Her various awards recognizing identify the passion which permeates her achievements, ranging from public every aspect of her career and speaking to her extensive involvement private life. An extension of this volunteering on behalf of children with trait, her outgoing personality, special needs, solidify her image as a caring, enables her to acquire, foster

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and maintain authentic rela- health and aging to Presidents Jimmy tionships. A passion for people Carter, Ronald Reagan, Bill Clinton and and her profession makes George Bush. The humanitarian efforts and 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 in the field of public relations, Dr. Mary subsequently promote the profession. Since Starke Harper served to influence Watson’s public relations is about establishing and personal and professional life. developing relationships, passion exuded Having put herself through school in in the practices of professionals such as nursing during the time of Segregation and Watson serves to augment the credibility against the wishes of her father, Harper went of the profession as a on to earn three college whole. “I think I am someone with degrees and became “When you are really aspirations to continue to one of the most highly interested in people, and learn and grow, to be regarded people in the you care about them, it healthcare industry. Init- shows. People trust you. mentored, as well as ially becoming a mentor Relationships are real. mentor others.” 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 organization. But, you can’t fake it. For me, deepened beyond its professional beg- I feel blessed to have built the relationships innings until Watson began to regard I have,” said Watson. Harper as a grandmother. “I would say the life that she lived, the [Early Guidance] person that she was, and her success as After earning a bachelor’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, me.” Alabama as program coordinator for the Prior to her death nearly two years ago, Alabama Healthcare Hall of Fame. During the two spent holidays together and spoke this time, Watson met and developed a nearly every day. Harper’s emphasis on friendship with Dr. Mary Starke Harper, who integrity and the importance of taking served as a special adviser on mental chances continues to be reflected in all page 158 Mentoring Maven matters of Watson’s life. Describing their relationship as “one of Fun Facts: the greatest blessings of my life,” Watson described Harper as being a sort of life Interesting fact: coach whose advice on choosing jobs -She was chair of a project that enabled her to successfully place herself in created an inclusive playground what she feels in hindsight to be the best for children with disabilities place she could be professionally, at just Dream job as kid: the right time. -To be a broadcast journalist Watson continues to serve the Alabama Healthcare Hall of Fame by Favorite food: sitting on its advisory board and making -Fresh vegetable plate in the trips to participate in its meetings. Through summer at grandmother(s) homes continued involvement, she is able to ensure Harper’s legacy continues to To enhance work performance: benefit the healthcare industry. As evident -She prepares a to-do list for the in this example, mentoring creates a cycle next day to stay organized and to that allows for visions and professional have a plan practices to be maintained, developed and enhanced. “U-DUB” as called by its students, would provide an opportunity for her to develop [An Opportunity] her skills and deepen her understanding of After returning to the University of the nonprofit field. Something she could Alabama to attain a masters degree in not have anticipated was the success she advertising and public relations in 2002, would find employing Dr. Harper’s advice Watson found herself unsure as to where to be aggressive and to take chances in to take her next professional step, but was the professional world. fortunate to be directed by her professor, Upon applying for a fundraising position Dr. Bruce Berger, in deciding on a path as director of development, Watson for her career. With his guidance, the two met with the University’s president, Dr. decided that her skills and personality Richard Holland. Two weeks after type would be best used in nonprofits. This being hired, Dr. Holland met with jumping point led Watson to begin her Watson and gave her both an career in the town of Livingston, Alabama opportunity and a challenge. with a job at the University of West Alabama. 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 the southeast. She said, “I’m sitting here concrete communication plan, thinking, I’m doing my job. This, in my mind, but he was willing to allow her to do some was what was supposed to happen.” initial research to possibly create such a She recalls hearing about a bus full of campaign. 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 school’s Watson developed an integrated market- recognition. As she became a part of the ing plan to address this and other issues. community in an effort to thoroughly do When implemented, it her job by immersing resulted in a significant “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 budget of $300,000. in their career or personally, became a home to When regarding the I am happy to do that.” her. Regarding her huge chance taken contributions to the by Dr. Holland, she said, “I feel his vision, university, she said, “It makes you feel and his proactive approach to trust a really good when you think something you young individual allowed something great have done is going to continue to flourish to happen …I think that was an example and grow after you’re gone. I felt really of positive leadership in dealing with a wonderful to have been able to do that in situation.” my first real job.” In this moment of leadership, Dr. Holland created an opportunity for Watson to [A New Challenge] exert her own abilities as a leader, and she After three years working with the described this moment as her tipping point. 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 its athletics department. Responsible for others members of the communities with corporate relations and sponsorships, allegiances to the school. These individuals she was able to increase the previous page 160 Mentoring Maven 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 in a year. Having captured the attention 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 establish a sort of continuum. Establishing more aggressive communication plan for this progression in her own life, Watson said, Belmont athletics. With a team of eleven to “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 special events, the ticket office, and the that.” development and corporate operations. Another dimension or factor that has Just as in years past, Watson was able served to enhance Watson’s talents resulted to use guidance from from her experience in her mentors, and she “It makes you feel really good higher education, which was grateful that her when you think something she feels further polished c o l l e g e p r o f e s s o r, you have done is going to the skills she developed Berger, reviewed her in her undergraduate integrated marketing continue to flourish and grow studies and enhanced plan she developed as after you’re gone.” her ability to lead a part of the campaign public relations effort. she planned to implement for Belmont. In particular, public speaking is one area She says, “I hold him in such high-esteem which she said has been “another real in that what he has been for me in my key to my success...When you know your career is someone that has been a great product, and you can stand before publics sounding board. I don’t know if everyone and deliver powerful messages, it is helpful.” who goes through higher education really This skill, paired with her enthusiasm, plays finds someone who will be invested in their a direct role in what she describes as the life and career and help them years and most gratifying aspect of her job. years down the road. I went through the “What I find really rewarding is that graduate program six years ago, and still I truly believe in the product… So what I … call Berger to be my sounding board.” get to do…is I get to champion The results of a relationship between a the story…When I meet with a mentor and the one being the mentored potential sponsor, I feel really can have little or great effects, but this confident about being able

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to communicate that through Watson said. everything from mass media Watson observed during the interview buys to speeches.” that her leadership capabilities would strengthen with time so that she will be [Paying it Forward] a better leader in the future than she is Her current work at Belmont University is 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 to mentor. of West Alabama. Holding on to the principle that her belief in the character of Bessie H. Lapeyrouse the universities she has been a part of has Bachelor of Arts, Public Relations contributed to her success as well as her Hometown: Mobile, Alabama 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 great achievements to come. “For me, I feel blessed to have built the relationships I have, and I honestly don’t always feel like this is work. To me, the relationship building aspect of PR is a lot of fun and extremely rewarding!” If leadership is the ability to guide, and mentoring is supporting the progress of another’s efforts to succeed, Watson’s profile lends credence to the strong link between the two, and the influence the pair can have on success. As evident in this case, continuing this practice could serve to further enhance the public relations profession. “I think I am someone with aspirations to continue to learn and grow, to be mentored, as well as mentor others,” page 162

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

It’s fast-paced. It’s energetic. It’s all JCPenney. “I’ve had a very exciting career, about making things matter to people. and I think it’s only going to continue here Rebecca Winter is a woman with a drive at JCPenney; I have great passion for what to be one of the great storytellers, and in I do,” she said. doing so, she wants to make things matter. Being passionate about public relations It is those two passions that have inspired also requires certain skills to do her job her throughout an outstanding 11-year effectively, she said. These include “writing, career in communications. communication, and making things matter Most students begin college without to people is typically the way I like to refer a clue as to what career they want to to my value proposition.” pursue, but Winter was different. She said With hard work and determination, she was “always truly very passionate she has been able to achieve her goal. about communications.” At Kansas State How does she do it? “I set the goal, even University, Winter double majored in public subliminally sometimes, and work to relations and speech. She was also actively achieve it,” she said. involved in journalism and the forensics team. [Learning New Things] Her enthusiasm for public relations and “I think that if there were a profile communications followed her from college on me it would highlight that and throughout her career with companies I love to learn new things,” such as IBM, Whirlpool Corporation and Winter said. She knows it’s

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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 today, it can be difficult to make your knowledge is necessary, and she is message stand out. “You’re not going to be certainly thirsty for knowledge. “What a great PR person if you’re not somebody gets me up in the morning everyday is, I’m who can effectively communicate,” Winter a learner.” She even considers learning said. “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.” completely satisfied with her level of Public relations professionals must also knowledge because she knows there is convince internal audiences-- executives so much to learn. That’s why Winter loves and other co-workers-- of a message’s working in teams, because it gives her an importance and allow them to understand opportunity to learn its purpose within the from others. “I believe I have the potential business. The best way “I think one of the to be one of the best at to do this, Winter said, most rewarding parts making things matter to is “to just bring them of my job is continually people.” along on the process.” learning something Include them from the new.” Her advice to young professionals beginning, allowing them to understand coming into the industry is to find mentors. from first-hand experience and participate 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 “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,” Winter said. “I think they should when she needs it. “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 don’t have people give them,” 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?” means to make things matter to others. For Winter, it wasn’t until she received her MBA from Notre Dame that she realized the importance of having a background page 166 Every Day Matters in business. In the professional world, she was able to acknowledge its importance Fun Facts: and discover how much more effective she could be with this new insight into the Dream job as a kid: business world. -To be the first lady or a nun While it is important to be relevant Interesting fact: internally, it is also important that you -She traveled to 40 U.S. states make your message matter to your target her junior year of college audience. “I think any time your target audience Favorite books: can understand and be aware of your -”The Secret” & “Good to Great” story,” Winter said, “they are more likely to accept the message. They’ve got to Best PR advice received: understand it before they can internalize -Be yourself it and change something in their world. In a sense that’s the impact that Favorite food: communications has.” -Mexican According to Winter, it takes “focus and the ability to make things matter, especially with so much information these days. It’s so compelling?’ That’s the part that I find fun. easy to get bogged down in the pages of How do you take three different nuggets text. PR and communications professionals that are completely separate and bring have the responsibility to pull out what them all together in a way that’s meaningful really matters and to make it clear in a way and relevant to the media, and tell a really that’s meaningful and relevant.” compelling story?” When asked what aspect of the job she enjoyed most, Winter referred to the [Leading the Team] process of creating stories and making Teams are another critical factor in them meaningful. success, according to Winter. “I like to “There are times when we get nuggets work with people, with teams. I think PR of things that aren’t quite stories yet. allows you to do that.” Winter enjoys The part I love is when I get a couple of working in a team environment people together and say, ‘okay, so we’ve because she knows everyone got this puzzle, and how do we bring this has something to bring to the thing together? How do we make this table. page 167 Every Day Matters

When working in teams, ful- in my opinion, although not the most fun filling your role as a leader is 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 most significant growth.” 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 It can be difficult to transition into ever thought they could be?” she said. a l e a d e r s h i p ro l e Being a leader is about because it entails diff- “The things I am most being 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 difficulties making the transition into a 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. called into her manager’s office and he “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 time . That’s a difficult transition to make.” 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 Every Day Matters certain actions that need to be taken to the best team together.” effectively lead a team. “It’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 isn’t always easy. It’s admitting when you and allowing each individual’s personal know something, and it’s admitting when attributes to shine. “The things I take the you don’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; It’s about helping to on some things. My job as a leader isn’t bring everyone along. I work on a fantastic to know all the answers -- It’s to figure out team right now, and I learn something new where my strengths are, where my team’s every day. I think we all bring something strengths are and constantly leverage new and unique to the table.” them in the best interest of the company.” In the end, then, according to Winter, [Every Day Matters] leadership is about living When asked if there up to responsibility. “It’s “I don’t think it’s the big were any defining tough asking the right moments, I think it’s the moments in her career questions, it’s tough to every-day moments that that helped to mold her push back, it’s tough to matter most.” as a professional or as be the person that has a leader, Winter said, “I to have the really candid conversations, don’t think it’s a big moment, I think it’s the but as leaders that’s our job. That’s our every-day moments. It’s making the right responsibility to the company, to our teams choices for the team, for your people and and to ourselves.” for the business.” “I love this whole idea of engaging and JCPenney’s brand positioning is “Every inspiring others, so I think some of the most Day Matters,” which Winter says is perfect rewarding parts of my job are working with in terms of describing her own philosophy. a team,” she said. “I think I’m a perfect example of our brand “Respect among team members is positioning. To me, it’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 bring to the table, and my job is to figure people that you enjoy being around out what that is,” Winter said. I think the best and that you learn from everyday is leaders do a good job of figuring out how what matters.” to take all the unique skills -- the pieces of To help enhance her the puzzle -- and assembling them to put everyday performance, Winter

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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

page 170

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. Though the professionals are diverse in many respects, we identified three themes 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 individual characteristics they view as crucial to excellent leaders in the field: creativity, integrity, passion, motivation, fundamental skills and diverse backgrounds. Those characteristics, along with the three-shared themes, resonate with the findings from the online survey. These, too, were seen as central to excellence in public relations leadership

page 173 Themes of Leadership:

[Leading by Example] Some of those interviewed mentioned the significance of being a great example or 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. Some identified leading by example as a key characteristic of an effective leader. 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.” 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 unified goal. Other professionals used leading by example to explain the differences they feel are present between leadership in public relations in comparison to other fields. They 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, “You can’t ask somebody to do something you haven’t or can’t do yourself. Too often you see that. It’s easy to give orders to people, but it’s really hard to give orders and then be side-by-side with them doing the same thing.” One commonality found in the interviews was that, for an individual to be an excellent leader in the public relations field, he or she must set an example for everyone. Most interviewed agreed that possessing key characteristics of a leader is worthless if they don’t show their talents through action. Perhaps, for new professionals to become excellent leaders in public relations, excellent examples of leadership must visible to them. They are able to find a set of 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 their careers. When defining excellent leadership, Tucker McNeil of MeadWestvaco Corporation said, “Being good mentors is a good characteristic of PR leaders.” 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, “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.” 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. “I will never forget [her]. She was the one who…suggested that I try public relations firms,” he page 176 said. Matelski’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 of Mercury Public Affairs, expressed the importance of finding great mentors early in their careers. “Carrie Rowland Liaskos was my first boss at Burson-Marsteller, and she set a great example for me to follow throughout my career. She…spent a lot of time and energy on mentoring junior people like me…teaching, rather than telling.” Mentors provide important guidance for a person’s professional development, and also help to develop and enhance the key qualities that help professionals become leaders in the field.

[Keeping Public Relations Relevant] As in any communication-related field, public relations practitioners must remain competitive by staying abreast of the latest trends and issues. As mentioned by Jeff Beringer of GolinHarris, the major issue facing our industry is “figuring out what our role is, and how we maintain a lead seat at the table…the key issue is how do we maintain our relevance?” Evaluating his success, Beringer said, “One of the ways that I’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.”

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 trends affecting the field. “I think that if you work in PR, you’re in a privileged position to see how news is generated and to see how companies communicate and how the public reacts to it,” said Romina Rosado. “It’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.” Rosado’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. “Social media and blogs and things… they may or may not adhere to the same sort of rules of the game that a traditional media outlet would,” she said. “And so I think… a lot of those types of things have changed. I think certainly the global aspect of communications is only going to become, or continue to become, a huge influence over how we do things… on how we do business.” 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, “I wish I had the crystal ball, but I think it’s on the same path that we’re on now. The development of public relations is going to continue to grow, and the significance of what we do is going to be better measured…A whole extra crop of challenges that we don’t know about today will emerge, and we’ll have to figure out how to deal with them, too.”

Characteristics of Leaders:

[Creativity] Some of the professionals attributed their success to creativity, and they cited this individual characteristic as a factor that sets public relations apart from other fields. For 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 “stick” 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. “It is an ideas business,” Mohan said. “Even if you’re looking at it from an insider’s standpoint, you’re constantly being asked for solutions.”

page 179 Howard Clabo of FedEx Corporation believes that a “healthy amount of creativity” 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. “I think there are a different set of skills that one needs to manage creative people because you need to understand the creative process,” 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 didn’t cite creativity as an important factor in their success, like Jeff Beringer, noted that it’s an important characteristic to public relations, in general. He said that creativity is one of the attributes that make leadership in public relations different from leadership in other fields. “I think creativity is a big piece of it,” Beringer said. “On the communications side, it’s a science, but it’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.” 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 other fields, according to the professionals here. page 180 [Integrity] One of the questions asked in the interviews was, “What personal values are at the core of your professional practice?” 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 practitioner’s job is to effectively communicate accurate information to an organization or company’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 in the field of public relations. Transparent practices benefit the image of the public relations field, which is sometimes viewed as deceptive or manipulative. Kash Shaikh of Proctor and Gamble said, “Honesty, integrity, commitment. I think all of those are important, especially in our field; you have to be the face of the company… It’s not about winning at all costs, it’s winning within the ethical parameters and values that your company set.” Jeff Beringer said, “Focusing on ethics and transparency are really important foundational values in PR.” While many of the profiled professionals noted the necessity of being transparent, they also mentioned the importance of applying integrity to their personal work efforts. Nick Ragone said, “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 a part of the varying philosophies of each profile, one can find differing components of passion in each professional’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 field, was best described by Shannelle Armstrong of McDonald’s Corporation. She said, “You know, when you look at all your ‘P’s’ of marketing, the ‘P’ you sometimes forget is your people. You often need that ‘P’ in there for people and that other ‘P’ for passion.” Those having an authentic passion when executing their duties, no matter the situation, distinguish themselves from the rest. As the emerging leaders identified in this book, exhibiting passion in a professional capacity serves to differentiate individuals from other competition. Whether it is a business, nonprofit organization or a single person, each public desires to be served by a person who cares. Considering the service- oriented 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, “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 passion…because you have to love the business, and you have to be passionate about it.” 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, “You can ask anybody who knows me, and they will tell you that I love my job. It is more than a job to me. I am personally invested in Belmont and Belmont athletics…I think the first key to my success is that I love the field I work in, and I choose to work for places where I can believe in the product.” As indicated here, passion is somewhat contagious in that one’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, practitioners are fulfilling our duties to the profession by persuading with enthusiasm.

[Motivation] In public relations, practitioners attempt to persuade publics to engage in a specific behavior by motivating them through persuasive means. Many of the professionals interviewed credited this type of influence, and the ability to implement it, as being essential to leadership within the industry. Their varying experiences regarding motivation emphasize its professional significance with individual and team experiences alike.

page 184 For Chris Finnegan of Discovery Communications, his tipping point was preceded by a mediocre evaluation at his first job at age 22 in which he was forced to assess his 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.” Other professionals experienced the benefits of motivation’s positive effects on 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 professional’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 practices, reap the benefits, both internally and externally, as it is an advantage to all 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. A consensus among those profiled was the importance of writing skills. Sreejit Mohan said, “That’s sort of the price of entry into the PR world. You’ve got to have good writing skills.” David Warschawski also emphasized the importance of writing ability when he said, “You need to be able to write, not only fundamentally well, you need to be able to write in different formats… but most importantly, to write well in a persuasive manner.” Warschawski also talked about understanding the need for effective communication when attempting to persuade one’s publics. “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?” Another fundamental skill is public speaking and the ability to articulate one’s thoughts. In his interview, Howard Clabo said, “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.” Public relations practitioners are constantly talking to people and making decisions; therefore, the ability to articulate ideas and communicate clearly is of the utmost importance to leaders in the field. Excellent verbal communication keeps an organization 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 what constitutes excellence in the field. However, they do have one experience in common: They each “landed” in public relations for very different reasons, and most didn’t set out to work in this field. Their education and journey to

page 187 their current positions reflect this diversity of backgrounds. An interest in communications, public relations or writing was the most common reasons why each professional was drawn to the field. Many began working in public relations when these interests met opportunity. For Robert Christie of Dow Jones & Company, it happened more by accident than design. Christie went to Mansfield University on a football scholarship, but after blowing 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 Broadcasting. This chance encounter led to his first job in public relations. “I learned a lot, and I’m here today because I went to work at the Sports Emmy Awards,” 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 to Frank, ending up in public relations was a sort of “fluke.” “I had no idea what public relations was,” Frank said. “I went to a liberal arts college, so we didn’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.” 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 didn’t want to be a lawyer. He started his career doing campaign work and volunteered to work with numerous political campaigns at Boston College. Hoyt’s first experience in public relations was an internship in Washington D.C. with the public affairs firm, Powell Tate. 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. While there are many facets of diversity in the individuals profiled in this book, each difference in these emerging leaders serves to make this book and the profession more well-rounded. Differing ethnicities, genders, educational backgrounds and experiences enrich the overall book, even as they make each profile unique.

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