PR Professional of Year: Bridget Brennan
Bridget Brennan is managing director of the consumer marketing practice at PR21. Over the past six years, she has developed programs for such clients as United Airlines,
Johnson & Johnson, Pizza Hut, Sprint PCS and Whirlpool Corp. In 2003, Brennan launched PR21's Speaking Female practice, which leverages gender psychology and behavioral
economics to help clients market to women. Her most recent achievements include creating a designer baby carrier for Evenflo with Nicole Miller, and launching Ted, the new low-
cost offering from United Airlines.
Best Career Advice I've Received
Don't cry at work.
Worst Career Advice I've Received
Don't smile so much.
Most Challenging Part of the Job
The most challenging part of the job is creating smart, fresh ideas for clients and prospects day after day, week after week, year after year. It's also the most fun part of
the job, and what keeps me so interested in staying in the agency side of the business.
How PR is Changing
The definition of public relations is now so broad that it encompasses virtually everything that isn't traditional advertising. The slow demise and credibility erosion of
mass-market advertising presents a huge opportunity for our business. PR can be laser-focused, credible and actionable. It's the most exciting part of the marketing world to be
involved with in the 21st century.
If I weren't in PR, I'd be...
criss-crossing the globe as a travel writer or reporter.
PR Professional of the Year: Nonprofit: Sandra R. Gordon
Sandra Gordon, Director of Public Education and Media Relations at the Academy of Orthopaedic Surgeons, has been with the nonprofit for over five years. She recently created
the Safe, Accessible Playground Build Project, where orthopaedic surgeons volunteer to build playgrounds for children with and without disabilities, and Legacy of Heroes, a multi-
media program, including a book, film, Web site and exhibit in part highlighting the contributions orthopaedic surgeons made during World War II and their advancements in trauma
care. She has won over 1,000 national and international awards for her work, including several awards for outstanding creativity, 12 Best of Shows, 3 Freddies and an Emmy for best
national public service announcement.
Best career advice I've received
Always look for ideas in the most unlikely places, keep your mind open to every possibility, give people something to talk about, listen, listen listen, don't take yourself too
seriously, keep a sense of humor and laugh out loud, never be boring. And if you can put your hand in a turkey and pull out the gross stuff, you can do anything.
Worst career advice
Be a teacher in case your husband dies, always let boys win, say what you think people want to hear, and control that hair!!!
Most Challenging Part of the Job
My biggest challenge is always budget, budget, budget. There is just never enough money to do all the things I'd like to do and to implement all those "brilliant" ideas I have
to promote orthopaedics.
How PR is changing most dramatically
Change is always in the air. That's what keeps PR interesting and never boring. The biggest changes have occurred in evaluation, measurement, and technology and those changes
often translate into our biggest challenges.
If I weren't in PR, I'd be...
a United States Senator working hard to make a difference in the lives of people with disabilities, while never accepting outside money, never lying, always showing honesty and
integrity to my constituents, and walking like I'm from Fargo.
PR Professional of the Year: Media Relations: Peter Himler
Last month, Himler joined Edelman Worldwide as Executive VP and Chief Media Officer for Edelman Worldwide. He left Burson-Marsteller after 11 years, most recently as Managing
Director. Not only did Himler oversee one of the biggest media events of the last year - the dedication of the World War II Memorial in D.C. -- but he is an outspoken champion of
the industry.
Best career advice
At the beginning of a PR career, one is better off working at a smaller agency where he or she is offered greater responsibilities, and thus an opportunity to learn the
business faster. Agencies, in general, also are wonderful environments for gaining exposure to a broad range of industries as opposed to working in a corporate or institutional
environment where one might gain a deeper knowledge of a single industry.
Worst career advice
Leave Burson-Marsteller in 1999 to take an in-house communications position, with stock options, at a "promising" [name withheld] dot-com. I declined.
Most Challenging Part of the Job
Building consensus for a communications strategy among an opinionated and vocal group of experts with divergent interests. PR people typically are not shy. It therefore
requires great skill to not only surface the strategy with the greatest prospects for success, but to secure buy-in and support for that strategy from all members of a
team...without being heavy-handed.
How PR is changing most dramatically
Many laypeople still see Lizzie Grubman as the personification of our profession. This unfortunately has not changed. However, the industry has changed on a number of fronts
including: the advent of the Internet as a tool and a media channel, the effect blogs have in the origination of a story, and duration of its life cycle, the proliferation of new
media channels, the fragmentation of the news media (and accompanying dilution of any one outlet's ability to effect change), the 24/7 news cycle, the growth and PR sophistication
of NGOs and interest groups, media consolidation and cross-ownership (and their impact on editorial integrity), the popularity of PR as a profession, the growth of friendly-
sounding organizations whose missions go counter to their names, etc.
If I weren't in PR, I'd
either be a consumer advocate or the ombudsdman for The New York Times.
Brand Manager of the Year: Ken Sternad
As VP of Public Relations for UPS, Ken Sternad directs the media relations, reputation management, executive communications and marketing public relations activities for the
company. UPS is a recent recipient of the national award for excellence in public relations from the Arthur Page Society.
Best career advice
Go interview for that entry-level job opening at UPS. And focus on doing the best possible job in your current assignment and do not give the impression that you are looking
ahead to the next job up the career ladder. I have never asked for either a raise or for a promotion in my 27 years at UPS.
Most Challenging Part of the Job
Finding the time to do what I like best -- writing, editing, being creative. Most of my time is spent managing the work of others, putting out fires, working on personnel
issues, planning, budgeting, etc.
How PR is changing most dramatically
Public relations is definitely being viewed by senior management as playing a more strategic role in a company's overall success. We are increasingly being given a "seat at
the table" at the highest levels of our organizations and have moved from a function that executes the corporate strategy to one that helps develop the strategies themselves. I
believe this phenomenon has also had a very positive impact on the quality of public relations education at the university level, where most programs have much greater depth today
than they did just a few years ago.
If I weren't in PR I'd be...
a sports reporter or charter boat fishing captain.
Brand Manager of the Year: Jim Lake
Jim Lake is currently a Managing Director with Burson-Marsteller, where he manages the firm's public affairs practice in the Washington, D.C., office. Jim serves as the Global
Client Leader for the Bureau of Engraving and Printing's "The New Color of Money" public education program raising the awareness of world wide audiences on the new U.S. currency
going into circulation. Prior to joining Burson-Marsteller, Jim was with sister company Cohn & Wolf for three years where he was Client Leader for the award winning public
education efforts for the Census 2000 effort.
Best career advice
Be a good listener and never loose site of the client's goals.
Worst career advice
I once had a colleague suggest we place a client on "60 Minutes."
Luckily, I didn't heed the advice.
Most Challenging Part of the Job
As head of the Washington, D.C., public affairs practice for Burson-Marsteller, maintaining the right balance between client work, new business generation and administrative
issues is the most challenging. The rapid turnaround times between recognizing that your client has an issue and, responding to it in the media, has changed the most. Rapid
response is now old news. You must respond instantly to be part of the news cycle.
If I weren't in PR I'd...
probably be in government relations/lobbying. If I had pursued an ambition I had when I was younger,I'd be a fire fighter now.
PR Executive Of the Year: Education: Tomika DePriest
DePriest is Director of Public Relations/ Communications at Spelman College. One major campaign she has worked on is the Spelman College Student Protest of Misogynist Images
and Lyrics in Hip Hop, garnering more than 645 million media impressions and over the course of a few years has breathed new life into the PR and communications at the
college.
Best Career Advice
Don't be afraid to transition from journalism to public relations. Journalists make great PR professionals.
Worst Career Advice
Don't go into PR. It's nothing but fluff! (Nothing is further from the truth. It involves many of the same skills great journalists rely upon, including research, analytical
skills, deductive reasoning, and strong writing and oral skills.
Most Challenging Part of the Job
Cutting through the communication clutter of today -- with so much junk mail, e-mail, voicemail and information being pushed out to society via a variety of vehicles, it is
difficult to effectively penetrate an audience and ensure your message is received in the manner you intended and clearly understood.
How PR is Changing
PR has evolved to play a more broader role in the development of an organization's overall business strategy. Like Spelman College, many organizations across a variety of
industries have PR executives directly reporting to Chief Executive Officers, and PR executives are now becoming part of the CEO job pool. Their skill sets are being recognized as
an essential aspect of strong leadership.
If I weren't in PR, I'd be...
a fashion designer or a stylist because I love the art of fashion, and the process of crafting personal style.
PR People Awards: The Honorable Mentions
PR Prof of the Year: Corporate -- Laura Moore, RadioShack Corp.; and Helen Wagner, 3M; PR Prof of the Year: Agency -- Pat McNamara, Apex PR; and Michael Herman, Epley
Associates; Top Crisis Manager -- Mat Wilcox, Wilcox Group; PR Prof of the Year: Nonprofit -- Elizabeth Rogers, Oral Health America; PR Prof of the Year: Government --Stacie
Rivera, Department of Veteran Affairs; PR Prof of the Year: Community Relations -- Julie Hurbanis, Weber Shandwick; PR Exec of the Year: Media Relations --Wayne Catan, Catan
Communications
PR Professional of the Year: Corporate: Shelley Bird
Shelley Bird is Chief Communications Officer of NCR Corporation. Since joining NCR in 1999, she has refocused and strengthened the corporate communications function, making it
more strategic, more targeted - and more effective. Much of her time over the past 18 months has been devoted to effectively communicating a change in leadership at NCR and
articulating the vision of a new CEO. Here, in an excerpt from the upcoming PR News Guidebook, "Lessons Learned in the PR Trenches," Bird offers personal insight into the
trade:
Most of us can only marvel at the accomplishments of the young athletes in Athens at the 2004 Summer Olympics, but none of us is too old or too out of shape to benefit from a
gold medalist's mindset. While natural talent plays a role in any endeavor, winning athletes will tell you that to come out on top you need razor-sharp focus, unyielding
discipline and thorough preparation.
In public relations, that means charting a course and checking it frequently to stay on strategy and on message. With management placing greater and greater demands on us to
produce results, it can be easy to veer off in the wrong direction to pursue something that is "doable" even if it isn't necessarily desirable.
Let's take media relations as an example. Whether you work for a company or a public relations firm, there is usually pressure to "get ink." In the larger scheme of things,
that's fine, because it's part of what we do. But the pressure to produce results - and any resulting adrenaline rush - needs to be properly channeled so that time and energy are
spent producing the right result, not just any result.
One way you can get thrown off balance is dealing with an unsolicited media call. Media relations pros spend so much of their lives just trying to get the media's attention,
so when a reporter calls asking the company to comment on some industry news or trend, it's hard to resist. In many cases, it can be an opportunity to position your company well
and at the same time help a reporter who's faced with a tight deadline - clearly a "win-win" situation.
If questions go beyond your expertise, don't reach. Instead, arrange to have the reporter speak with someone in the company who can help - or even another source, if possible.
Then explain the type of questions you'd be happy to help with in the future. Either of these approaches will win reporter's respect while avoiding a potentially career-limiting
misstep.
To go for the gold, you need a clearly defined goal, a plan to get you there and flawless execution.
Top Crisis Manager: Susan Atteridge
Susan Atteridge, chief communications officer for TXU Corp., has come full circle with the company in her seven years. Within Susan's first four years, TXU moved from first
place from 15th in a major reputation poll. In October 2002 as energy markets cratered, so did TXU. In a crisis mode, within one month TXU sold off chunks of its European
businesses. Daily analyst and press calls became the norm, as did continual employee dialogue. This effort staved off U.S. bankruptcy and last year was spent stabilizing the
business. Atteridge and her communications team have been central to the transformation.
Best career advice
An early boss told me to follow my heart, with a little bit of thought as to where I wanted to be in five years. He told me not to be afraid of moving laterally - or even
downward - for the eventual right opportunity.
Worst career advice
First was: if you're a reporter and want to change careers, you'll have to know someone to get hired elsewhere. I ended up in the governor's office in press operations,
without knowing anyone. Then I was told that business doesn't like government experience. I ended up at AT&T. Then, "it's real hard to get hired by a new industry." I'm
now at TXU Corp., in the center of the fast-moving and ever-changing (in the last few years) energy market.
Most challenging part of the job
The most challenging part is synonymous with the most fun part of the job. I love using my own and my department's skills and expertise to solve business problems,
particularly where it's least expected.
How PR is changing
In corporations successful PR is now contingent on detailed business and financial understanding. Maybe it was always so, but to me it now seems of equal importance to the PR
knowledge. Another price of entry is the provability of the success of our PR initiatives and activities in an end-use, rather than process, way.
If I weren't in PR I'd be...
I now think business is fascinating whereas I didn't think so earlier in my career. Then it was politics and governing that intrigued me. Now, I wish I had established the
traditional business and operations credentials to actually be a CEO, instead of just supporting one.
PR Professional of the Year: Corporate: Andrew McCormick
Andrew McCormick is VP of Media Relations for Pfizer, the world's largest research-based pharmaceutical company based in New York. Since joining Pfizer in 1993, he has
managed the company's media communications on corporate, product and science issues. He was instrumental in the successful integration of Pfizer and Pharmacia; and the
introduction, earlier this year of Pfizer's new initiative to provide savings on Pfizer medicines for Americans 43 million uninsured.
Best career advice I've received
Learn to write.
Worst career advice
Talk a lot.
Most Challenging Part of the Job
24/7 networked media.
How PR is changing
It is becoming integral to how global businesses operate.
If I weren't in PR, I'd be...
Outdoors
Public Affairs Executive of the Year: Gloria Dittus
Gloria Dittus is the President and CEO of Dittus Communications, a full-service, 50-person PR firm in Washington, D.C., specializing in public affairs counsel. Gloria began
the firm 11 years ago and has since overseen its growth to become the 12th largest independent PR firm in the nation and the 4th largest in the D.C. area. Recent successes
include counseling Clear Channel Communications through the outcry on broadcast indecency and guiding the American Council for Fitness and Nutrition in its public education and
legislative efforts to encourage a better balance between physical activity and nutrition choices. She has been honored as the Washington Business Woman of the Year, the
Washington PR Woman of the Year and a Heroine in Technology, and has received numerous industry awards for client campaigns.
Best career advice
A mentor urged me to accept a job on a team that was charged with licensing the Seabrook Nuclear Power Plant in New Hampshire. No one thought it could be done. He said
reputations are made by doing the things others say can't be done. I took the job and two years later the team celebrated receiving the license from the Nuclear Regulatory
Commission.
Worst career advice
Early in my career a well-meaning colleague warned me against hiring someone who was smart and ambitious, fearing they would "show" me up. I ignored the advice, remembering
that my grandmother always told me that if I surrounded myself with smart, dedicated people, some of it was bound to rub off. That person turned out to be a great addition to our
staff and, today, is one of our best clients.
Most Challenging Part of the Job
Grooming the firm's next generation of leaders is the most challenging and rewarding part of my job.
How Public Affairs has changed
The importance of public opinion has moved out of the company's press department and into the boardroom, increasing the value of strategic communications.
If I weren't in PR, I would be...
researching and publishing a newsletter unique to travel adventures.
Community Relations Professional of the Year: Karen Proctor
Karen Proctor is the Vice President of Community Affairs and Government Relations at Scholastic Inc. Under Proctor's direction, Scholastic created one of the nation's largest
in-kind giving initiatives, Scholastic Book Grants, which has donated more than 10 million children's books to non-profit organizations that find creative and effective ways to
serve the reading and literacy issues facing children and families in need. In addition, she created the Read and Rise(tm) campaign, a collaborative effort with the National Urban
League aimed at fostering the reading skills of African American children and Words Travel(tm), a national literacy and family-strengthening program for incarcerated parents and
their children.
Best career advice
Always tell the truth.
Worst career advice
Always go for the promotion. Never make a lateral move.
Last event with the CEO
The launch of the Read and Rise initiative.
Most challenging part of the job
There are so many worthy causes and charities. The company cannot work with or support them all. Having to deny support to great organizations is a daily task and it is
difficult.
How Community Relations has changed
The field has evolved, broadening its scope into the realm of corporate citizenship. CR has historically focused more on corporate philanthropy, employee volunteerism and
community involvement programs . As noted by the Center for Corporate Citizenship at Boston College, "A good corporate citizen integrates basic social values with everyday
business practices, operations and policies, so that these values influence daily decision making across all aspects of the business, and takes into account its impact on all
stakeholders, including employees, customers, communities, suppliers, and the natural environment."
If I weren't in PR, I'd be...
in the Peace Corps.
PR Professional of the Year: Government: Dawn Haley
Haley is the Chief in the Office of External Relations for the Bureau of Engraving and Printing (BEP). Haley is BEP's official spokesperson, as well as advisor to the senior
management team on external issues. She directed the global PR and public education program for one of the largest and most successful product launches in history - the
introduction of the new series of U.S. currency designs.
Best career advice
You have two ears -- two eyes and one mouth -- for a reason.
Worst career advice
"Oh, don't worry about it, it will fix itself."
The most challenging part of the job...
...is to ensure that not one project or person or idea gets dropped off the radar screen. To keep me focused on the projects, I keep all of the active project folders and
holding folders right in front of me. It is also one of the best things about my job because there is no telling what might be coming at you when you walk in the door.
How PR is changing
Finding just the right way to reach your particular audience because consumers are bombarded with so much information all of the time. It is a challenge to find some way for
your message or information to resonate andnot be tossed away.
If I weren't in PR, I'd be...
either a master landscape architect or a veterinarian.