In our Feb. 3 issue, we asked several communications execs when
it's appropriate to be cited as a spokesperson only, and when a PR
professional should be quoted by name in the press. We got a
variety of responses to our query in that issue, and since then
we've gotten even more feedback. A sampling:
Bill Dugovich, communications director, Society of Professional
Engineering Employees in Aerospace ([email protected]):
"After reading the comments about the use of names with
'spokesperson' quotes, I can't help but add my comments. I've been
in PR since 1989 and spent a decade as a news reporter previously.
I often field calls from reporters in print and broadcast. I answer
every call assuming the reporter will want to quote me by name and
title. If they want to call me the spokesman or spokesperson, that
is fine, but they are free to use my name with my comments.
"Every PR person should assume the reporter wants to use their
name when they call. To do less, or to request being named as
nothing more than the 'spokesperson' is avoiding their
responsibility. If the news is so bad that they do not want their
name used, it's time to find other employment. Every time a PR
person talks, their personal credibility and reputation is on the
line. That's the nature of the profession."
Reyes Abila, PR manager, Children's Medical Center of Dallas
([email protected])
"One thing that wasn't addressed in the comments about PR
representatives serving as spokespersons is the fact that in some
settings we should only be facilitators. Being in the hospital
setting, the information we trade can be extremely specialized,
whether it's the intricacies of a medical procedure or the nuts and
bolts of legislation that affects hospitals. Therefore, I provide
background on subjects to the reporter can have a framework of
reference before he or she talks to the expert at our
hospital."
Red Herring Flounders. The owners of Red Herring are seeking a
buyer willing to pay $2 million for the assets of the pub, one of
the last standing among the great tech titles. But potential
purchasers are saying there may be too much overlap between their
own subscriber lists and Red Herring's.
Where's Your Sweet Spot? The editors at Business 2.0 want to
know, and you have 11 days left to tell them. The mag has issued a
call for entries for the Sweet Spot Awards, honoring the most
innovative marketers of the past year. The awards will be given in
three categories: Most Innovative Campaign, Biggest Bang for the
Buck and Best Brand Overhaul. For more information or to find an
entry form, see http://www.business2.com/awards.
Deadline for entries is noon EST on March 14.
Kennedy Goes to Amgen. Marie Kennedy joins AmGen (the world's
largest biotech company) as VP of corporate communications. She
reports to Richard Nanula, EVP for finance, strategy and
communications. Kennedy was senior director of corporate affairs
for Genentech in San Francisco.
Career Strategy. It's easy for your career to get lost in the
day-to-day chaos of your job. Simple tactics for staying top of
mind among management for internal advancements - or even making
yourself more visible to recruiters - are critical to your
long-term success, but easy to forget. Lisa Ryan, SVP with Heyman
Associates, a corporate communications executive search firm,
offers the following strategy for building your credibility as a
player in the industry:
- Offer to do specialized freelance work for a communications
firm or corporation which enables you to use your expertise and
keep you in touch with your constituency; - Actively seek opportunities to write issues-related pieces for
trade and general circulation publications based upon your
specialization; - Look for speaking opportunities (fee or free) that will enable
you to underscore your background, and send the notice of the
engagement to selected job-search targets, as well as a copy of
your remarks after they are presented; - Join appropriate trade associations and/or business councils
and participate in networking events; join a committee and offer
articles for their publications; and - Volunteer your expertise with a local charity, community group,
school/university - generally all organizations with committees
made up of business executives - and offer to serve as a
spokesperson to the media. That serves the organization, the
community and you.