Stephen D. Doyal
SVP, Public Affairs & Communications Hallmark Cards Inc.,
Kansas City, MO 816/274-4314 [email protected]
History: Graduated from the University of Missouri (B.A., journalism)
in 1971, and was drafted into the U.S. Army. Spent two years writing for Stars
& Stripes and a base newsletter. After discharge, spent a short stint
in a Kansas City newspaper chain; joined Hallmark in April 1974 as a publications
editor. Moved through the different communications positions at Hallmark and
a subsidiary over the next 20 years, and was named VP of public affairs and
communications in 1994.
Staff: Oversees 50 PR pros, including a 12-person video production group.
Sleep: Averages 61/2 hours a night.
Hot Issues: "Change and transformation isn't something you're going to do once, it's something you're going to do all the time... We do capital C communications versus lower-case c
communications - what is it that people right smack dab in the middle of the bull's-eye need to know? Externally, we want to make sure we do everything we can to help the organization keep its eyes on the
consumer."
On Loyalty: "Much of the commitment of Hallmark employees ties back to the fact that we have a very compelling set of beliefs and values, we recruit against that set of beliefs and values. It's
familial without being paternalistic. It feels like a family-run company even as we have 6,000 employees here, 20,000 worldwide.[My staff] averages five to eight years' tenure. There's a lot of stability,
and very characteristic of Hallmark."
Most Memorable Snafu: The company arranged to rent a loft in Greenwich Village to host a major media introduction for a new children's product line. "The woman with the loft, despite our
contract, decided it wouldn't be convenient. I negotiated with her for an hour through the mail slot."
Card Sharp: "Can you ever name a day you weren't glad to get a card in the mail? I probably send about 100 cards a month; the average citizen does 26 or 27 a year."