Account Executive of the Year: Shaun Leavy, Senior Account Executive
MWW Group
If you've got a celebrity-related question, Shaun Leavy is your guy. At MWW Group, he is affectionately referred to as the in-house celebrity guru for his ability to foster
strong relationships with A-listers-turned-spokespeople.
But even more impressive than his Midas touch with celebs is his upward trajectory within the industry, having started with MWW as an intern just three years ago after
graduating from Monmouth University with a degree in Communications.
"I was completely new to PR," Leavy says. "Being so inexperienced, I was fearless. PR is not a profession where you can doubt yourself."
Hot Diggity Dog
Three years (and one "crash course on the joys of cold-calling the media") later, Leavy is now responsible for media relations surrounding, among other initiatives, the Jimmy
Dean Happy Breakfast Tour.
"My idea was to create a diner-on-wheels," he says. "It evolved into the first-ever mobile marketing tour for the brand." The tour, which involves a kitchen-on-wheels and a
partnership with America's Second Harvest.
Leavy also capitalized on his knack for media relations and mobile marketing to generate excitement for Sara Lee's Ball Park brand. He led an eight-city tour during the summer
of 2006 in which consumers were challenged to create hot dog toppings in the spirit of their city's culinary traditions. A final showdown between the eight winners took place at
Minneapolis' Mall of America, where Food Network Chef Tyler Florence acted as the judge.
Out-of-Office Reply
Leavy has clearly demonstrated his creativity and communications cunning when shaping initiatives for his clients, but he is a force to be reckoned with outside the office,
too.
"I've earned my black belt in Muay Thai and Tae Kwon Do and have trained in other martial arts including Brazillian Jiu Jitsu and Kali Eskrima," he says. "I guess you could
say that I'm kind of a health and fitness nut."*
*Footnotes: [email protected]
HONORABLE MENTIONS
JOHN ABRASHKIN, PR, RICOCHET PUBLIC RELATIONS-When working on an account for Microgy, John Abrashkin bypassed the idea of sending a press release to the media at large, instead
finding writers specifically interested in the field of their technology and aggressively targeting them for coverage, with great success.
LISSETTE CAPATI, ACCOUNT SUPERVISOR, SPECTRUM SCIENCE COMMUNICATIONS-The traditional outlets for pharmaceutical ads can be overcrowded, but Lissette Capati worked around this
by using a word-of-mouth campaign for the contraceptive NuvaRing, thus cutting through the clutter to deliver the client's message to its target audience.
JASON CARLTON, SENIOR ACCOUNT EXECUTIVE, VANGUARD MEDIA GROUP-When his firm created a magazine for one client, Jason Carlton proactively drafted and edited articles, managed
photo shoots and acted as a go-between for the art staff and client, which resulted in a final product that far exceeded expectations.
SCOTT VALLEE, ACCOUNT EXEC, AIRFOIL PUBLIC RELATIONS-Scott Vallee's creativity transcends client work: When he moved to Airfoil's new California office, he helped spearhead
unconventional team-building exercises, including games of putt-putt golf and go-kart rides, to improve morale and foster teamwork.
Agency Executive of the Year: Terri Jones, Senior Vice President
Access PR
Big Fish in a Not-So-Little Pond
As SVP of the growing Roanoke, Virginia-based Access PR, Jones' experience specializing in healthcare and pharmaceutical PR have made her a foremost representative in the
field. Whether dealing with 200 doctors dissatisfied with the healthcare system proposed by the region's largest provider, Carilion, or helping to bail out Roanoke College after
carbon monoxide poisoning killed one student and sickened dozens in a dorm, Jones, a mother of four, is an ace at executing solutions to problems that at first glance may seem
impregnable.
Man On The Moon
Jones, who has been in PR since 1974, was a bit green when she landed her first job as internal communications manager with Collins Radio (now Rockwell International), the
company that did the avionics for the Apollo program. But it led her to meeting a bonafide American hero: "My first assignment was to come up with a speaker for the annual
management meeting, and being a little naive, I tracked down Neil Armstrong on his farm in Ohio to ask him if he'd come to [the site of the meeting]. He thought a minute and
said, 'I guess those engineers got me to the moon; the least I can do is to come to Iowa.'"
Just Say No
One of the most compelling campaigns Jones worked on was for Purdue Pharma, which was suffering a tarnished image due to the abuse of a prescription painkiller it manufactures-
-OxyContin. Jones spearheaded a program that sought to educate Virginia and Tennessee media --and the public--on how prescription drug abuse can affect legitimate patients.
"The company decided at the time that they would hire local firms to help them address this issue," recalls Jones. "I had worked on that account both when I was with a previous
agency and also here with Access."
Lessons Learned
"We try to be of value to [media] so when we do have a crisis situation, they understand we're trying to play fair."
*Footnotes: [email protected]
HONORABLE MENTIONS
JOHN FRAZIER, EVP, QUINN & CO.-While sex may be a taboo subject, John Frazier proved that it still sells. Hired to attract tourists to Starwood Hotels & Resorts in the
Caribbean, Frazier used a combo of science and local folklore to create the "Procreation Vacation" initiative, offering couples a package that simultaneously provided a romantic
weekend and aided fertility.
MELISSA LACKEY, SVP/COO, STANDING PARTNERSHIP-When a Praxair Distribution factory suffered a major accident, the company's good reputation was under fire. Taking the initiative
to reverse negative coverage, Melissa Lackey spoke to the media, local leaders and citizens, thus preserving the company's image at large while helping to prevent bitterness from
the citizens in the facility's area.
JEN PROSEK, MANAGING PARTNER, CUBITT JACOBS & PROSEK COMMUNICATIONS-When one financial services group started a campaign to teach the importance of financial literacy to
college students, Jen Prosek led the way with a technique guaranteed to catch their attention: bringing in famous athletes to vouch for its importance. The plan was so successful
that it was expanded into a small business.
Brand Marketer of the Year: Emily Buchanan, SVP
Manning Selvage & Lee
Emily Buchanan is fluent in many of life's finest things, among them food and comedic relief. As a former senior exec at MWW Group, she has recently moved over to Manning
Selvage & Lee after a career marked by stellar branding campaigns for her previous employer's clients, including McDonald's, Gardenburger and Amazon.com.
Food for Thought
When navigating through the blogosphere, one of the last things you might expect to come across is a meaningful conversation surrounding Gardenburger (for the carnivores among
us, those are vegetarian-friendly versions of the great American classic. Isn't it ironic, then, that Buchanan also worked on campaigns for McDonald's?). But Buchanan created
just that, framing an online discussion around the manufacturer's ethics and products. In doing so, her team tripled the brand's presence in the online space by building solid
relationships with influential bloggers.
Comedic Relief
Elevating brands into the stratosphere of notoriety has become increasing challenging in today's cluttered, attention-deficit marketplace, but Buchanan creativity cup runneth
over. An example of her innovative spirit:
Comix, an upscale comedy theater, was about to open in Manhattan's uber-trendy Meatpacking District, and the PR team behind it needed a hook to get jaded nightlight
connoisseurs interested. Buchanan spearheaded the initiative with a "Laughter Is the Best Medicine" theme, supplementing it with the following tactics:
A red-carpet event to play up Comix's upscale image;
A team of "naughty" nurses who passed out little cups of jelly beans to mimic pills and contribute to the "medicinal" theme;
Stretchers that escorted guests down the red carpet, offering ample photo ops; and,
A bevy of comics who arrived in a bona fide ambulance.
The strategy successfully put the new brand on the radar, and Buchanan has since maintained that momentum of creativity while transitioning into her next career chapter: moving
to Manning Selvage & Lee as an SVP.*
*Footnotes: [email protected]
Community Relations :Professional of the Year
Teri Radosevich, Vice President of
Community Relations and Public Affairs
Avnet
It's a High-Tech World
Being the vice president of community relations and public affairs for the Phoenix, Arizona-based office of Avnet, one of the world's largest distributors of high-tech devices
and equipment from manufacturers, may seem to be an odd combination for Teri Radosevich. But don't be fooled: Self-professed technophile Radosevich has toiled in the
utility/technology industry for the bulk of her career. She even majored in energy management while pursuing a degree in business from Eastern Illinois University.
On the PR Path
So how did Radosevich end up in PR? While working for the Central Illinois Public Service Company, she wanted to get transferred for personal reasons. "I kept applying for jobs
in the headquarters office," recalls Radosevich. "I had good communications and writing skills. I was an excellent spokesperson. What they really needed was a good writer in their
public relations department and they made me practice on camera. They could tell I was trainable so I transferred within the same company working for that same utility company in
the field of public affairs."
Onward and Upward
The Midwest native ended up in Arizona thanks to a fortuitous phone call. "A headhunter was looking for somebody who had a technical degree but also had good PR skills," she
relates. "[Salt River Project in Arizona] was looking for someone who could understand complicated technical utility industry issues but could speak to the public and to the press
and the different constituents in a way they could understand." Later Radosevich migrated to Avnet where she's been for seven years.
Reach Out
Noticing that local community college students were being underserved in the areas of technology and science, Radosevich created the Avnet Tech Games, a competition that
provides them with real world experience in technology and decision making while giving them the opportunity to receive scholarships. In her opinion, it's been her most satisfying
campaign. "It's never been done before!" she excitedly exclaims. "We invented it; we made it up as we went. It's a total win-win for us because it touches all of our buttons.
We're about education, we're about technology, we're about partnering with customers and suppliers and we're about teaching these students the skills they need to survive in the
high-tech industry."
Lessons Learned
"Be flexible."
"Open your mind to nontraditional methods."
"Really learn to be even more visual than you ever thought to be."
Words to Live By
Radosevich's favorite quote: "Out of clutter, find simplicity. From discord, find harmony. In the middle of difficulty lies opportunity."-- Albert Einstein
Out of Office Reply
"Yoga and the all of the things that go with yoga--not just the physical practice but the study as well. I like the flow classes the most. I belong to a Yoga book club and
we're reading the Yoga Sutra and all the traditional Eastern philosophy."*
*Footnotes: [email protected]
HONORABLE MENTIONS
JENNIFER BENITO, PUBLIC INFORMATION OFFICER, YOLO MOSQUITO AND VECTOR CONTROL DISTRICT-Creating an integrated campaign to help educate audiences about diseases transmitted by
mosquitoes, Jennifer Benito spread the word to stop the spread of viruses. Her strategies: revamping her department's Web site to provide information and organizing "Mosquito and
West Nile Virus Prevention Day," adding an additional touch point for reaching the public.
ED NICHOLSON, DIRECTOR OF COMMUNITY/PR, TYSON FOODS-For Tyson's "Powering the Fight Against Hunger" food drive, Ed Nicholson appealed to the community by bringing in big names
to support the cause - among them, Senator Blanche Lincoln and various sports teams. The added dimension cast a wider net in reaching diverse audiences.
Crisis Manager of the Year: Gene Grabowski, Senior Vice President
Levick Strategic Communications
He may currently be SVP of Levick Strategic Communications, but the Washington, D.C.-based Grabowski once had a different beat on the Beltway: the White House. From 1987 to
1988, Grabowski was White House correspondent for the Washington Times, where he covered the Bush and Dukakis presidential campaigns. The experience was less than auspicious.
After an overly anxious editor rewrote Grabowski's account of Dukakis' mental state in a lurid light, the budding journalist had an ethical quandary. "I demanded my name get taken
off the story," he says. "I was embarrassed. In what I thought was journalistic integrity, I resigned."
Graceful Turnaround
Soon Grabowski landed a job as manager of press information for C-SPAN, where, according to him, he "took a huge pay cut." But it was all worth it in the end because it led him
to a career path he has found far more rewarding: public relations and communications.
Animal Farm
Of all his recent campaigns, Grabowski considers his work for the pet food industry in the wake of the recent recalls to be his most fulfilling. It was also the one that
displayed his deftness as a crisis manager. Responding to criticism that the industry was slow to remove product from store shelves, Grabowski created a blue-ribbon commission
comprised of representatives from the National Pet Food Commission and other federal officials. He also created a Web site to answer consumer and media questions about the crisis.
Supersize This
Prior to Grabowski's work at Levick, he worked as VP of communications and marketing for the Grocery Manufacturers of America, where he acted as a spokesman for the food
industry in Morgan Spurlock's 2005 documentary "Super Size Me." The film blamed obesity largely on fast food corporations. "My biggest challenge was getting across the idea that
individuals and families need to be responsible," Grabowski says of his role in the film.
Checkmate
When Grabowski is not troubleshooting an issue or putting out yet another fire with his team, whom he describes as integral to his success, the grandfather of three most enjoys
playing chess. "I'm even teaching the rudiments of the game to my seven-year-old grandson," he says.*
*Footnotes: 202-973-1351, [email protected]
HONORABLE MENTIONS
GIL BASHE, EVP, MAKOVSKY+COMPANY-When faced with a major drug wholesaler involved in a drug counterfeiting lawsuit, Gil Bashe focused on the fact that the suit was based on the
actions of a single former employee, thus ensuring the "real story" was the one told by the media.
VERONICA KIDO, MARKETING DIRECTOR, GUTENBERG COMMUNICATIONS-When CEO Brian Keane left the company amid hints of a sexual harassment scandal, Veronica Kido simultaneously made
the new CEO's transition smooth and kept the company's good name intact. By forming "The Office of the President" out of senior execs and keeping their work transparent, she
assured both the media and employees of the company's high standards for moral behavior.
CARREEN WINTERS, EVP, MWW GROUP-When the Christopher Reeve Foundation lost its chairwoman Dana Reeve to lung cancer, they also lost their spokesperson. To further complicate
the tragic situation, her death occurred in the midst of the foundation's re-branding. Carreen Winters kept things running by training her team with simulation exercises to keep
them in top shape for dealing with the crisis.
Educator/Trainer of the Year: Andy Gilman, President
CommCore Consulting Group
There's Something About Andy
Andy Gilman has a way with words - so much so, in fact, that people the world over enlist him to teach them the wisdom of his ways. How does he do it? Having the training of a
lawyer is a start. Couple that with a background in reporting, and he is not someone you would want on your opposing counsel, be it in the courtroom or during friendly debate of
rhetoric. But, lucky for the PR industry, he only used law and journalism as a springboard, departing from both practices decades ago to join the ranks as a communication
strategist and crisis counselor.
"In essence, I've always been a teacher. In training, that's what we do," Gilman says. "For me, it is the best combination of my different talents. "
With that, he founded CommCore Consulting in 1985, and developed media training regiment fit for the stars.
Who's Your Baby?
"PR is often pejoratively referred to as spin, and what lawyers do is called advocacy," Gilman says. "I don't see it as any different. The job of a PR person is to take the
facts and put them in the most positive light."
If you need a glass-is-half-full perspective, then Gilman's your guy. After all, he helped coach Johnson & Johnson Chairman James Burke through the infamous Tylenol
crisis, and he prepared senior Martin Marietta executives for Congressional hearings following the Challenger explosion. Plus, he provided advice to the University of Virginia
Media Center after the baby-switching incident in 1998. Anyone who can assuage a crisis involving misidentified babies and irate parents is a pro in our book.
Times Are A-Changing
True, the last 20 years of his career are noteworthy enough, but Gilman would qualify for this award on the merits of his most recent work alone. He conducted media training
for executives in Singapore and India, and in November he's off to Barcelona to conduct a crisis simulation.
"This year, I have really been watching global communications at play," he says. "With the Internet and blogs, while there are still some country-specific differences, media
training [overseas] is becoming more and more similar. With the ubiquity of the Internet and Blackberries, there is almost no such thing as local news anymore."
Nor is there any such thing as a moment of peace and quiet - not that Gilman is looking for one. Get his voicemail at work, and he'll direct you to his cell phone or, for the
most desperate pleas for help, to his home number. And this is all while partaking in his favorite free-time activities: biking, spending time with his family and dedicating his
energy to the Food Allergy & Anaphylaxis Network.
If He's Said It Before ...
In teaching PR professionals to anticipate the emotional rollercoaster of media relations, both in navigating through an interview and subsequently reading the chosen quotes in
print, Gilman often repeats these words to live by:
"If you want it perfect, it's called advertising."*
*Footnotes: [email protected]
HONORABLE MENTION
REBECCA FEASTER, PRESIDENT, FEASTER & ASSOCIATES-For Old Dominion University, Rebecca Feaster created a course that specifically taught students how to deal with both the
media and senior officials in major businesses, vital skills that are often minimized by being thrown in with basic public speaking classes.
Media Relations Professional of the Year: Richard Licata, EVP, Corporate Communications
Showtime
The entertainment industry is notoriously cut-throat, and network television is no exception. For Showtime EVP of CorpComms Richard Licata, challenges exist beyond the
traditional silver-screen afflictions of ego and critical reviews; bringing his network out of HBO's shadow was a more pressing concern. But Licata has done just that after a
blitzkrieg of media relations campaigns that capitalized on consistent key messages.
"After you've got the goods, you can create customized publicity materials that not only inform the press about the show, but send out subliminal messages about the quality of
those shows," he explains. "Ultimately, it not only brands a network like Showtime; it reinvents it."
The Early Bird Catches The Coverage
As the 2005 Emmy award season approached, Showtime's communications team needed a clever way to build buzz around its original programming. To bypass the usual onslaught of
notices to the press, Licata used "early-bird mailings," sending 132.000 DVDs to the members of the Academy of TV Arts and Sciences. It was the first time a network sent Academy
members eligible programming five months before the Emmy balloting period, and it subsequently garnered the desired media attention.
High On Media Relations
Media kits are a staple of media relations outreach, but they often fall flat because of their monotony and lack of inspiration. Thus, Licata took an unusual approach when
circulating kits in 2006 for various Showtime programs. He customized the content to each show, bringing to life its characters and themes. For example, kits for "Weeds"
contained brownies inside a flowerpot to play on the show's taboo marijuana theme; the "Liza with a 'Z'" kits were imbedded with the tune from Liza Minelli's classic song.
"The result was an Academy and media-acknowledged campaign, which ultimately garnered a record number of Emmy nominations for Showtime," Licata says. "Of course the following
year, everyone did it."
Imitation is the sincerest form of flattery, but nothing comes for free. Licata's commitment to conveying his brand's message credibly, creatively and consistency is what
garners coverage, contrary to conflicting opinions.
"Things don't appear courtesy of the Publicity Fairy." *
*Footnotes: [email protected]
HONORABLE MENTIONS
BILL JAMIESON, ACCOUNT DIRECTOR, PCGCAMPBELL-To reach newly licensed teens in a Ford driving safety campaign, Bill Jamieson connected with them through personalized e-mails
containing local stats and stories about close-to-home incidents, in turn making the teens feel like the campaign had a direct impact on them.
MICHAEL SCHIFERL, SVP, DIRECTOR OF MEDIA RELATIONS, WEBER SHANDWICK-When the United States Mint released new presidential one-dollar coins, Michael Schiferl's team was brought
in to raise awareness. He spearheaded the effort, sending coins to media sources in advance so the journalists could use the images online and in print to build hype around the
official unveiling.
SARAH ZNEROLD, PRESIDENT, SZPR-To draw media attention to the new television show "Beat the Boss," Sarah Znerold put a playful spin on a stereotypical scare tactic, sending
press kits to editors in the form of pink slips and implying that they "were fired" to generate interest in the show's premise.
PR Professional of the Year (Academic): Maeve Kiley, Director of Communications
Loyola University of Chicago
Blowing into the Windy City
Chicago is certainly a bastion of intellect and education, with such internationally known universities as Northwestern and University of Chicago dominating the attention of
applicants and media alike. That didn't bode well for Loyola University Chicago - at least, not until Maeve Kiley entered the picture.
In just two-and-a-half years, Kiley has reversed the institution's nominal media coverage, bringing it to the forefront with an average of 250 media hits a quarter. However,
operating on a nonprofit budget of less than $40,000 - not to mention the limitations of a two-person staff and the challenges of overseeing all nine schools within Loyola - she
has had to take innovative approaches to garner media interest. Consider the following strategies:
To support the university's first-ever image ad campaign, she recruited the Loyola Street Team, a guerilla marketing group comprised of communications students, to hit the
streets and pass out campaign tchotchkes.
She orchestrated the launch of an experts-positioning effort by creating a faculty database that is now composed of nearly 200 pros from all over the university.
She parlayed the contract dispute between the Chicago Bears and Lovie Smith into an opportunity to tout Loyola's Sport Management program.
Finally, she streamlined the university's internal communications efforts by introducing a weekly e-newsletter and leading a digital signage project on campus.
Media Maven
Loyola's newly minted media recognition is largely due to Kiley's proactive, strategy media relations efforts. She has optimized coverage around major university announcements
and subsequently helped achieve profiles of the academic institution in local and national media outlets.
*Footnotes: [email protected]
HONORABLE MENTIONS
JOHN BRODERICK, VP, INSTIT. ADVANCEMENT, OLD DOMINION UNIVERSITY-To spread recognition of the university as a research institution, John Broderick became the media himself and
created Quest, a research magazine of and by Old Dominion University. By making sure the publication is top-quality and ensuring its name appears in the media, he has succeeded in
drawing more attention to the college.
SCOTT ELDREDGE, PR/WEB DIRECTOR, -- LOCK HAVEN UNIVERSITY-To help improve his university's presence online, Scott Eldredge turned an unused shower room on campus into a
professional photo studio, ensuring that the media would be impressed by easily accessible head shots to accompany stories, thus improving media relations and the college's
ability to advertise.
SUE JABLONSKI, CCO, ASSOCIATE VP, OHIO STATE UNIVERSITY MEDICAL CENTER-When OSU became a tobacco-free campus, Sue Jablonski created the "I Support Karen" campaign to support
the initiative. It followed Karen, a staff member who was trying to quit smoking, to give the campaign a human voice with which everyone could identify.
PR Professional of the Year (Corporate) -TIE:Pam Erickson, SVP, Corporate Communications
E*TRADE Financial
Glance at any media outlet on any given day, and you're almost guaranteed to find a picture of an anonymous Wall Street investor with an apocalyptic (dare we say suicidal?)
look on his face. Imagine, then, the potentially crippling communications challenges that come along with addressing this credit collapse of 2007. That's just a day in the life
of Pam Erickson, who oversees corporate communications for the global financial services firm, E*TRADE, making her a hands-down PR all-star, if for only surviving thus far.
"The lack of clarity in the marketplace continues to be problematic for the investing community, reinforcing an environment of skepticism. Our goal is to ensure that E*TRADE's
voice is clear," Erickson says. "Our approach is fundamental PR - know your audience, understand what influences them and connect accordingly. Being in tune with the issues and
the voices that shape public opinion allows us to effectively evolve our communication strategy and tactics as market shifts dictate."
The approach is a levelheaded one, especially when it would be easy to crumble under the pressure. But Erickson embraces the "war room mentality" to provide "timely and
relevant information to allay investor fear."
Pitch-Perfect
Erickson's career hasn't always been comparable to a battle zone, and her past work has enabled her to put creativity into perspective and, in turn, deliver the best
results.
"While on the agency side, I was fortunate enough to work with wonderfully creative people who made the pitch process fun," she says. "We did everything from mocking up an
entire WSJ issue to showcase the story we thought should be told (with the appropriate nuances for each section) to delivering a pitch presentation in a sports commentator-style
to highlight our excitement and energy for the work (using 15 of said company's communications products within the actual presentation)."
She continues:
"Clearly this type of creativity is important to get noticed, but it is not necessarily what wins," she says. "I was taught early on that image is based on substance. There is
no substitute -- for your client, your cause, your company or yourself."
Spin Be Damned
Whether its keeping cool during a worldwide financial crisis or pitching a client sports reporter-style, at the end of the day Erickson is a communications and media junkie,
and that's her guiding light.
"I find media fascinating -- the good, bad and ugly," she says. "I hate to hear people discount the press. Media is a business, and like all businesses, it seeks to sell what
its customers buy. The media is a reflection of societal wants and needs - sometimes light, often thought-provoking, at times misguided and, yes, a little scary."*
*Footnotes: [email protected]
Terry Anderson, Senior Director, PR
Cisco Systems
Workers of the World Unite
A flash-in-the-pan buzzword or not, "integration" is a necessary element of communication strategy today. That couldn't be truer for a company like Cisco, which has global
reach and must streamline communication efforts accordingly - a need that was effectively accomplished largely due to the efforts of Terry Anderson, who, since being tapped to
lead the corporate PR team in 2005 by CEO John Chambers, has integrated the Corporate PR and Technology PR departments. This happy marriage has contributed to additional
achievements, making Anderson an executive worthy of emulation.
Censored Content
Anderson's ability to integrate technology and corporate PR boded well for the company last year when it was unexpectedly pulled into the controversy surrounding China's
censorship of online content. Because Cisco technology can block entire URLs (like porn sites, for example), the company was brought into the conversation, and its general
counsel had to testify before Congress. Anderson leveraged the power of digital communications channels to publicize Cisco's position on censorship by blogging heavily on the
subject, thus minimizing negative coverage.
Politics and Baseball
A Congressional testimony seems like more than enough work, but Anderson's time is divided among many massive initiatives. For example, within a four-month span, she had to
lead efforts surrounding visits of both President Bush and Prime Minister Tony Blair. She positioned Cisco's focus on innovation as a central theme, in turn garnering widespread
media attention (not to mention receiving a compliment from Bush, who said he was happy to visit "one of America's most innovative companies").
But Anderson adeptly shifted her focus from presidential visits to baseball when Cisco co-hosted a press conference with the Oakland As to announce the team's new stadium.
Once again, she highlighted innovation by focusing the conversation on how the company's technology would be used in the next generation of stadiums. Since then, Cisco has been
tapped by organizations around the world to help implement next-generation IP management technology into their stadium designs. Plus, ever the integrater, she imbedded a 360-
degree plan for getting coverage, providing concept drawings, a virtual baseball demo, and a press conference with Chambers and and the As' General Manager Billy Beane to garner
more exposure.
Follow the Sun
Under Anderson's leadership, the team implemented a four-city, international "Follow the Sun" tour to unveil Cisco's TelePresence, a life-size, high-definition video
collaboration solution. The events brought together executives, press, analysts, key partners and potential customers, and they created a high-impact experience that resulted in
widespread media coverage, both in online and traditional outlets.*
*Footnotes: [email protected]
HONORABLE MENTIONS
ERIC ABNER, EXECUTIVE DIRECTOR OF PR, TENNIS CHANNEL-To help gain coverage of tennis events, and the Tennis Channel in particular, Eric Abner used a human touch. He spoke to
athletes involved and personally delivered tapes of tournament footage to local media, giving a human face to his press releases, which are all too often a faceless aspect of the
PR business.
JOCHEN BREITWIESER, MANAGER, PR, CALLIDUS SOFTWARE-To gain awareness for Callidus Software, Jochen Breitwieser used PR teams in both the U.S. and Europe with each reporting to
several editors, who in turn reported to Breitwieser. This allowed every team to operate in unity and to make all information disseminated consistent.
ERIN FOSTER, WORLDWIDE DIRECTOR, PR, KODAK-To retain Kodak's reputation as a big player in the photography world, Erin Foster made sure the release of Kodak's new wireless
digital cameras was equally large. To this end, she coordinated the product's simultaneous unveiling in 18 different countries while tailoring media tours for several
continents.
PR Professional of the Year (Nonprofit): Merni Fitzgerald, Director
Fairfax County, Virginia, Office of Public Affairs
Family Business
As director of the Fairfax County Office of Public Affairs, a position she's held for seven years, Merni Fitzgerald has always gravitated toward jobs that combine her most
ardent interests: politics and communications. Having done a stint in the public affairs office at the Peace Corps years before becoming an elected official for the Falls Church
City Council for eight years, Fitzgerald revels in working for the local government and interacting with the public.
20 Years in the Making
Fitzgerald feels that what makes her a skilled professional are remembering who she serves and applying the skills she's honed throughout her 20-plus year career. "Because I
work for a local government, trying to keep the public informed and absolutely transparent is essential," she says. "A large part of my job is doing emergency communications:
Information is power." This was brought to bear during the sniper attacks several years ago in the region.
Getting Prepared
Of all the campaigns that she has worked on, Fitzgerald expresses pride at playing a proactive role in making sure people in her community have contingency emergency plans
ready in a post-9/11 world. "We're not always talking terrorism," she adds. "It could be an electricity outage. This isn't just an informational campaign; it's trying to change
the way people prepare and plan."
Clearing the Digital Clutter
What the grandmother of two finds most problematic today is trying to break through the clutter. "In the 21st century, people want information like fast food," says Fitzgerald.
"They want it hot and immediate. We do use venues like social media or blogging, but it's still a challenge that sometimes the information we feel is vitally important is being
overlooked by the public."*
*Footnotes: [email protected]
HONORABLE MENTIONS
VALSIN MARMILLION, PRESIDENT, MARMILLION + COMPANY-To combat "Rita Amnesia," Valsin Marmillion created "Riding the Trail to Recovery," a two-mile cattle drive to remind the
country that the cattle lost in the storm crippled a Louisiana industry. He brought most of the Louisiana Congressional Delegation along on horseback, securing national coverage
and reigniting remembrance of the natural disasters.
DEBORAH MARSHALL, DIRECTOR, PR, GOOD SAMARITAN HOSPITAL-With state opposition to its new cardiology program pushing back approval, Deborah Marshall had to keep the hospital's
plans in the public's mind. She targeted every stakeholder group conceivable, local interest groups to senior citizen groups, keeping everyone interested.
BETH SCHIEBER, DIRECTOR, COMMUNICATIONS, OHIO TOBACCO PREVENTION FOUNDATION-Beth Schieber drew teens' attention to the Ohio Tobacco Prevention Foundation by releasing anonymous
DEBUNKIFY ads for a month before revealing that her program was behind it. The ads debunked common misperceptions about tobacco use, and they have been directly tied to the anti-
tobacco message.
CHAD YELTON, DIRECTOR OF PR, SPECIAL EVENTS, CINCINNATI ZOO AND BOTANICAL GARDEN-To help his organization stand out, Chad Yelton drew attention to the breeding of their 48th
Western lowland gorilla. By tapping into the conservation theme associated with the breeding, Yelton garnered media coverage for both the lowland gorillas and the zoo's overall
commitment to conservation.
PR Team Leader: Nancy Lewis, Director of Corporate Communications
SAE International
Prelude To PR
Like other seasoned PR pros, Lewis first cut her teeth in the wild and woolly world of journalism, first as a fashion reporter and later covering sports for which she won a
competition award from the Associated Press. Currently serving as director of corporate communications at SAE International, a non-profit organization of 90,000 that counts among
its ranks aerospace engineers and automotive engineers and is dedicated to advancing mobility engineering worldwide, Lewis finds her career trajectory to be typical of not only
the vagaries of life but of her job as well.
A Modest Assessment
Lewis' ability to think strategically and see the big picture while motivating her team to reach its highest plateau has made her a natural-born leader throughout her career.
Yet she is disarmingly self-effacing when asked about the attributes that make her an exemplary team leader. "Anybody can lead a great team and I'm very fortunate in that I have a
great team. I have superior management here," she says. "You have to have a fabulous team on or fabulous management; otherwise there's no way you'll ever succeed."
Child of the '60s
Having come of age in the 1960s, Lewis finds her attitudes toward her career to be ineradicably shaped by that era's pervading spirit of outreach and altruism. This may explain
why she finds her team's work on SAE's educational programs--the K-12's "World In Motion" and the Collegiate Design Series-- to be the most rewarding.
"Both of these programs engage something very near and dear to my heart and that's diversity," she says. "We work with children from underprivileged backgrounds to be able to
bring math and science into the schools in an entertaining way because we lose a lot of these children early on."
Like a Rolling Stone
"PR is a very random art," says Lewis. Every time I pick up the telephone, I never know what's on the other end. I'm kind of a tumbleweed in that way; I just kind of roll with
it."*
*Footnotes: 724-772-4068, [email protected]
HONORABLE MENTIONS
PENELOPE BRUCE, DIRECTOR, CISCO PUBLIC RELATIONS-Bruce's team manages global PR for Cisco, and she has made sure that the company gets the coverage it needs. When Cisco opened
a new center in New Delhi, she helped make sure the global media had their eye on the event, garnering plenty of coverage for Cisco.
GEOFF BURT, DIRECTOR, GLOBAL PR, LATHAM & WATKINS-Burt streamlined his firm's internal communications, redesigning its site to have a company news section. The section
updates several times daily with the latest company news and awards, giving hard workers additional recognition company wide and inspiring others to try and get featured.
STEVE MCABEE, PRESIDENT, WUNDERKIND PR-Uninterested in developing yet another TV campaign for a national Quick Service Restaurant, McAbee's team used popular video Web sites,
to generate awareness of the new product in a manner different from the competition.
LUJEAN SMITH, SENIOR DIRECTOR, PR, SIEMENS MEDICAL SOLUTIONS-The average person knows little about imaging in disease detection, and the media was equally uncomfortable in
running stories about Siemens' new imagine methods. Smith led a national poll to discover that Americans may not know about the science behind imaging, but are interested in
knowing if they have diseases, prompting more organizations to spread the word.
Public Affairs Executive of the Year: Jose Hermocillo, VP and Managing Director
APCO Worldwide
From Politics to Public Affairs
As senior vice president and managing director of APCO Worldwide's Sacramento office, where he's been for over 10 years, Jose Hermocillo handles campaigns that are heavily
steeped in coalition building, grassroots advocacy, ballot measures and legislative issues--the entire nuts and bolts of the political machinery. This makes sense considering that
Hermocillo's first love is politics, having served an apprenticeship over 30 years ago on a policy committee in the California Senate Fellowship Program. But make no mistake about
it--your garden-variety PR professional he is not. "I don't think of myself as a public relations person per se," he insists. "What we do is really issue-based--and PR is more
product or service-oriented."
Vetting For The Best
Getting a job at APCO is serious business, tantamount to gaining admission to a top-tier graduate school program. "We're very picky in the way we recruit people. We have a
well-regimented screening process that does include a lengthy writing exam," says Hermocillo. "We quiz people on grammar and spelling as well as give people a file and ask them to
write a press release, an Op-Ed and a fact sheet. In doing that, you get a good sense of what someone can do in three or four hours."
Thank You for Smoking
Hermocillo, whose public affairs background also includes a seven-year stint at a political consulting and public affairs firm he co-founded called Townsend, Hermocillo,
Raimundo and Usher, has displayed his expertise on a number of campaigns that include a local property owner-based effort to increase flood protection for Sacramento. Yet he is
most proud of supervising the political communications and press activities for the "No on Proposition 86" campaign, which sought to defeat an initiative that would increase the
tax on all tobacco products. Hired by tobacco giant RJ Reynolds, Hermocillo's output generated ink in major local publications, resulting in the measure being defeated in the
November 2006 election.
Lessons Learned
"Never lie, that's the top of the list."
"You do need to be somewhat flexible in how you want to structure a fee with clients."
"Have really good staff retention by keeping them happy and motivated."*
*Footnotes: [email protected]
HONORABLE MENTIONS
KEN CAPPS, VP, PUBLIC AFFAIRS, DFW AIRPORT-Working for the world's third-busiest airport, Ken Capps knows crises. To keep the coverage positive, he works with local and
national media, even when nothing major is happening at the airport, so they will be prepared when a big event occurs.
BLAIR CHRISTIE, VP, CORPCOMM & IR, CISCO-Cisco was scrutinized when the Chinese government was discovered censoring its citizens' Web access. Under Christie's guidance,
Cisco was not only kept out of the major media stories, but continuous blogs stayed on top of the false accusations.
BRANDON EDWARDS, PRESIDENT, COO, DAVIES PUBLIC AFFAIRS-Brandon Edwards has helped Davies Public Affairs become a leading public affairs firm for specialized industries,
including healthcare. He uses grassroots strategies to help hospitals and physicians reach insurers to settle disputes without either side losing the other as a client.
Richard Ramlall, svp, RCN Corporation-Richard Ramlall's work for network provider RCN, including outreach to restore investor confidence and lobbying to secure protections in
the Time Warner/Adelphia/Comcast merger, has helped promote fair competition in the broadcast field between small companies and bigger conglomerates.
Spokesperson of the Year: John Drengenberg, Consumer Affairs Manager
Underwriters Laboratories
A spokesperson's most important and challenging role is that of translator. They exist to translate an internal message to an external audience, a convoluted story to a
succinct collection of facts, or technical jargon into laymen's terms. For John Drengenberg, the latter skill is one in which he is remarkably fluent.
An engineer by trade, he communicates highly technical information about, for example, the lack of instantaneous certification requirements for alternative fuel distribution,
to confused reporters.
"As an engineer, I am able to understand what our technical people are saying and, more important, convey the information to a reporter in a way that viewers and readers will
understand," Drengenberg says. "I often tell people that I am a techno-talk translator."
The Secret Sauce
Drengenberg epitomizes the key ingredient (and one that is often lacking) in successful spokesman-ship: working in tandem with the media relations team to develop consistent,
powerful messages.
"Creating media strategies is a team activity," he says. "We have media relations experts who help me develop messaging for dozens of topics every year and devise strategies
to best communicate with media. We strive to be a consistent media resource, which includes trying to treat every media person as if they're with CNN or The New York Times. No
media outlet is too small for us to partner with."
Lost In Translation
That equal-opportunity approach served Drengenberg well last year, when he had to expland UL's role in "suspending authorization to use the UL Mark on E85 fuel dispensers and
the lack of instantaneous certification requirements for alternative fuel distribution." Say what?
"It was an issue fraught with confusion from reporters trying to get their arms around all the science, safety and multiple passionate opinions regarding E85 and rising fuel
prices - all on tight deadlines," he says. "As an engineer, I was able to make sure they understood the science and the complexity behind the development of safety standards, and
I could then focus on explaining UL's role in the issue."
Lighting Matches In A Rainstorm
"The only thing that could be said about me, or any spokesperson, is that flexibility is a must. You never know how an interview might turn," Drengenberg says. "Just
recently, I was burning a pillow live on camera in a steady rain while the reporter stayed inside. Flexibility is the key." Which might explain Drengenberg's choice of theme
song:
"I have not really had a mantra, but as I've thought about my life as a spokesman with all of its unexpected questions, strange hours and incredible variety, I think that 'Hang
On Sloopy' would sum it up best."*
*Footnotes: [email protected]
HONORABLE MENTION
ADAM CUMMINGS, CHARLOTTE COUNTY COMMISSIONER-As strip mining in Charlotte County, FL, polluted local rivers, Adam Cummings was the voice of the county in their opposition to
and research of the problem. In addition to keeping reporters and the public informed, Cummings never misses an opportunity to be the source of news, consistently writing Op-Ed
pieces and being interviewed on camera.