Reid Walker
Director, External Communications
PSINet, Inc.
Herndon, VA
703/904-4100
http://www.psinet.com
http://www.reid-on.com
Past Life
Account supervisor for Shandwick/Kaufman D.C., then for Porter Novelli D.C. Joined Nasdaq Stock Market/National Association of Securities Dealers as director, media relations
in 1995. Jumped to PSINet in 1998 as director, external communications.
Why PR?
"I graduated with a double major in philosophy and mathematics - what else could I do?"
Lessons Learned
"Moving from agencies to the corporate side was an adjustment. I underestimated the importance and the amount of time needed to build an interdepartmental network of support
to ensure the success of my programs (and approval of my budgets)."
Greatest Accomplishment
"Helping the [Nasdaq Stock Market] regain a leadership position following SEC and Justice Department investigations, then directing communications efforts following record-
setting trading days, including one of the largest single-day point losses in history."
Biggest Challenge
"Staying on top of the rapid growth of PSINet and the industry. We acquired more than 40 companies last year."
Outlook on the Biz
"The industry has to embrace the rapidly changing environment of the Internet, learn to leverage the fragmentation and maximize the new opportunities it brings. We must be
conversant and comfortable with alternative outlets to reach our audiences in more targeted ways - not necessarily the typical media sources we traditionally think of - but
through new avenues such as chat rooms or via custom magazines (online and print) developed in-house."
A Favorite Web Site
Silicon Valley Tarot (http://www.svtarot.com).
"Why stoop to market research, consumer surveys and expensive consultants to
guide you in the scary, uncertain future of technology when you can consult
the Silicon Valley Tarot?"
In the Line of Duty
"My first day at one PR firm early in my career, I was unexpectedly asked to escort a prince of an African nation to Dulles Airport to meet his brother, the king. I had only a
slight bit of background on the account. We arrived among a sea of limousines at a special entrance, and when the king came down the corridor, everyone dropped to the ground. I
managed to follow the unspoken protocol and was able to brief the king on our capabilities. I learned from then to be prepared for anything."