"Corporate Conversation" is a new feature in PR NEWS. Because the universe of corporate PR/IR/marcom is immense, we'll introduce you biweekly to a corporate communications executive. If you want to suggest someone to feature, send a fax to 301/340-1451.
Name: Debora S. Foster, director of corporate communications
Company: Heinz (World Headquarters)
Location: Pittsburgh
Personal: BA in English/communications from Westminster College
First Job: at age 16, worked as a clerk in a hardware store
First Job in Career: as a freshman in college, I worked for a weekly newspaper in Johnstown. I joined Heinz USA in 1974 as a temporary typist in the PR department.
Last Book Read: "Cold Mountain"
Advice: We have always had a very small in-house public relations staff. To augment our team, we hire freelancers and agencies. My advice is to hire the very best writers, designers and agencies and - aside from giving overall objectives - stay out of the way and let them give you their best work.
A career mistake I wish I never made, but admittedly learned from: "Many years ago, Heinz's CEO was presenting a major speech to security analysts on Wall Street. We had worked weeks on the speech and slides and had fully rehearsed the day before. But, just as our CEO began speaking, the light bulb blew out that illuminated the podium and his speaking notes. To say the least, he was flying in the dark as he attempted to read his script.
The moral of the story? No detail is too small to be double-checked."