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Principal's BlogAuthentically written by Tyson Heyn, APR, LACP
Principal
New Job OpeningHere's a new job opening that we just received: JOB DESCRIPTION Job Title: Environmental Graphic Designer Shared Values and Expectations All employees of Giant Eagle, Inc. are expected to pursue excellence based on the Company’s Statement of Values. This includes Integrity, Safety and Health, Respect to Our Employees, Customer Commitment, Service to the Community and Environment, Accountability, and Continued Growth in Sales and Profit. Position Responsibilities: The environmental graphic designer will be responsible from conception to inception for permanent décor pieces within/without any Giant Eagle big box store, convenience store or gas station. The successful candidate must have real world environmental graphic design experience that includes in depth knowledge of three dimensional work and all materials involved in creating and implementing. This position has definite room for advancement within a company whose growth is exponential. If you enjoy working in a fast paced environment and contributing your experience and creativity in the capacity described above, please apply. However, please read the job description and requirements carefully. Only those who possess the required experience and education will be considered. Essential • Responsible for hands-on development and
design of environmental design and graphic design projects that effectively
fulfill business objectives. Required: • Bachelor’s Degree or equivalent, emphasis on
graphic design Desired • Project management experience Equipment Operated Personal computer – MAC Standard office equipment
AGFA DuoScan Scanner Skills Thorough working knowledge of Macintosh operating systems
and software Ability to draw/sketch for maximum communication This job description may be subject to modification to reflect changes in the requirements or functions of the position.
Interested candidates should email a resume to Resumes@gianteagle.com. Please reference IN SUBJECT LINE: 1.“ES–Environmental Graphic Designer” AND 2. List which job site on which you saw the posting.
Improving on the Last 5 Years
Perhaps the most overused job interview question is "Where do you see yourself in five years?" I always found this question somewhat silly since I'm not sure whether you're supposed to say that you're going to be President of the United States or that you'll probably be looking to find another job with new challenges. Yes, yes, I know you're supposed to say that you hope that you can take over for your boss as they take on new challenges, blah, blah, blah. But really, instead of asking for a prospective employee's five-year prognostication, wouldn't the better question be to ask what they've done in the past five years? Here at LACP, we're actually quite proud of our answer. We started humbly in 2001 organizing an employee newsletter competition--the same field of communications I started in in 1994. We noticed something right away: the mighty Cox Enterprises entered our competition. So did JC Penney. And Intel. And MassMutual and MetLife and Pfizer and Porsche and Tribune and on and on. The point was that we were really serving a market need: people want to gain a metric on how good their materials are versus companies of similar size and means. It's in our innate nature to want to know where we stand and how we can improve. Communications is not a field that tolerates mediocrity well. We need to keep stepping forward or risk sliding back, and that's why we really have committed ourselves to not just waving the flag for the very best out there, but to also aggregate all of the best practices we witness and share those insights as well. Thank you for, well, being who you are: a communicator committed to being the best, allowing your work to fall under scrutiny and opening yourself up to kudos and guidance. It takes a strong professional to risk vulnerability, and you've stepped up consistently, year in and year out. While we may be much more sophisticated in our operations today (where we've come in the past five years), perhaps the real story we have to now tell is how much more sophisticated you, our clients, now are. The world of communications is dramatically different today than it was five years ago, and it's primarily for the better. So take inventory of your accomplishments, and the next time you're asked about your five-year plan, offer to point them in the past.
You Can Be a Rebel, But Be Sure to Be a Winner, TooProjecting a "rebel" or "maverick" image is a double-edged sword. On the upside, you differentiate and distinguish the brand in question, making it seem cool, memorable, and alluring. Unfortunately, once you fall away from top-notch performance, the "maverick" label can soon turn into "crackpot" or worse. Consider poor Bode Miller. As I write this, he's 0 for 4 in winning *any medal* in the 2006 Turin Winter Games. (Yes, Turin, not "Torino" -- anyone remember the 1972 Muenchen Massacre? -- but I digress and will save this other topic for another posting.) Now, Mr. Miller has just injured his ankle playing basketball (a non-Winter Olympic sport, last time I checked), which will most likely hamper his efforts in his fifth event coming up later this week. Let's remember that Bode was the Golden Child of Time Magazine cover fame and worthy of a "60 Minutes" profile, expected by many to snag five gold medals, even though he freely admitted that he wasn't into the competition for winning but rather a good time. It seems to be a self-fulfilling prophecy. So, how does this relate to communications and public relations? Consider an excerpt from a commentary by Michael Ventre, an NBC Sports columnist whose work appeared today on MSNBC.com: "As the iconoclast of the slopes, Bode has attracted that renegade element that identifies with nonconformity. And that’s cool. "It would help, however, if he won something. Being a rebel loser is not nearly as attractive as being a rebel winner. If you lose consistently, eventually admirers start to resist the message about carving your own path, and begin to seek a path already carved by someone competent. The branding of individuality ceases to be effective when the individual in question is a goof." The point is, you can be that hip, young, do-it-your-way, 1999-era dot-com as long as you're knocking the cover off the ball. But the moment you're stumbling, you'd better become awfully by-the-book rather than projecting a laisser faire approach. Consider poor Google. It's still a great company, and it certainly has some promising stuff still ahead in its future. It's "Do no evil" mantra definitely set the company up as an anti-establishment, anti-Microsoft kind of player--at least, between the lines, if not outright. But now Google is supporting China's state-led censorship efforts while refusing a request from the government of the United States for a generic, non-traceable sample of web searches. Consideration of these two choices leads one to wonder whether Google's decisions were hypocrytical or worse...maybe even "evil". And, of course, the stock has tanked recently as the company has missed its recent earning targets. Now might be the right time for Google to transform from uber-teen maverick to responsible adult. I don't want to dump on Google because I really like the company, actually. In fairness, consider also the fate of Gateway and Ted Waitt or Oracle's Larry Ellison, both guys who were positioned as mavericks but who arguably ran into trouble by doing things too much their own way. The lesson is be careful what you wish for. Playing the rebel card can work very well, but probably only for a limited period of time until you have to morph into being that proverbial responsible adult I suggested earlier. A winner in this category: Michael Dell. Yes, his company was once considered a rebel to IBM, the previous "establishment" player in PCs. Now, it has inherited that crown, and IBM no longer even makes its own personal computers. Timing is everything. Just make sure you have a plan in place.
Jobs, Jobs, JobsHere are three job openings to consider: Director, Public Citizen’s Congress Watch Public Citizen is seeking a Director of Congress Watch, its main lobbying department. Congress Watch champions consumer interests before the U.S. Congress and serves as a government watchdog. It lobbies to strengthen health, safety and environmental protections; demands an end to corporate subsidies; fights to preserve citizen access to the courts to redress corporate wrongdoing; and seeks to ensure a strong democracy by exposing the harmful impact of money in politics and advocating for comprehensive campaign finance reform. We are looking for a director with at least 10 years of legislative, lobbying, public policy, media and/or electoral campaign experience, at least five of which should have been in a supervisory position. The ideal candidate will have experience raising significant funds from foundations and major donors. In addition, the candidate should possess strong campaign management, planning and supervisory skills; strong political skills, especially in a lobbying context; excellent oral and written communications skills for preparing very diverse products, including editing major investigative reports; strong skill at overseeing creation of public policy and/or data-based reports analyzing legislation, policy issues and the influence of money in politics; strong media strategy skills, including serving as a spokesperson; good computer skills, including proficiency in MS Word. The minimum starting salary is $79,500. Benefits include fully paid comprehensive health insurance for the employee and minor dependents and vacation starting at three weeks annually. Applicants should send a cover letter, resume, list of references, and two writing samples to applicant@citizen.org or to HR, Public Citizen, 1600 20th Street, NW, Washington, DC 20009. We encourage job applicants to consult our web site www.citizen.org. Internship The communications division of a progressive public affairs firm seeks a college-level, paid intern to assist with media relations for public health, criminal justice, and environmental issue campaigns. The position is part-time (15 to 20 hours per week) and will be filled as soon as possible. A successful applicant enjoys the dynamic of a fast-paced organization where multiple projects are handled on tight deadlines. The job is detail-oriented; strong analytical and communications skills are essential. Responsibilities The intern will work with a team of public relations professionals and communications strategists on various projects, including but not limited to: · Media Outreach: Build media lists using premier online databases, prepare press releases, letters and mailings to reporters and editorial boards, and conduct phone and electronic outreach to media outlets;
Qualifications
Compensation
Location To Apply About M+R Strategic Services Senior Public Relations Position M+R Strategic Services (www.mrss.com) is looking for a Senior Public Relations Professional to join our media team. M+R’s experienced, award-winning media relations team includes former journalists and PR pros with years of electoral, issue campaign, and product promotion experience. Founded in 1991, M+R is a full-service national public affairs firm headquartered in Washington, DC, with offices in New York City, Chicago, Missoula (MT), Portland (OR), and Seattle. We are looking to fill this full-time position in our Washington, DC office. M+R works with some of the leading non-profits and causes: helping to end breast cancer, save endangered wildlife, promote corporate responsibility, energy efficiency and renewable energy, stop pollution, increase voter turnout, end genocide and torture, protect women's rights, and fight global poverty. M+R’s list of current and former clients includes: The Alaska Conservation Foundation, Earthjustice, Human Rights First, Keep Antibiotics Working, League of Conservation Voters, New America Foundation, Onondaga Nation, Oxfam, Smithsonian Foundation, Wilderness Society and World Wildlife Fund. The media team and our clients will stretch your creativity developing new strategies for new issues and for the causes that matter. M+R is looking for a candidate with 10+ years of communications and public relations experience in the non-profit and/or political sectors. The individual must also have a proven track record of developing and implementing communication strategy, including: message development; PR crisis management; writing and/or producing media advisories, releases, editorial board letters, letters to the editor, op-eds and marketing materials; pitching events and stories; media events coordination; media training for individuals or groups; and communications audits. He or she should also be well connected in the non-profit and/or advocacy community. Experience at a public relations or political consulting firm is a plus. M+R expects the person in the position to generate new business, manage accounts (including client relationships and staff at the firm), directly work on behalf of clients, and contribute to the growth and success of the media relations division. The individual will help the firm better reflect the communities our clients and the constituents they serve. The individual should have strong organizational and interpersonal skills, write well, and pay attention to details. M+R offers a complete compensation package, including medical benefits, 401k, FSA, 3 weeks vacation, year end bonus program and more. We are an Equal Opportunity Employer. Minorities are encouraged to apply. Interested applicants should email a resume and cover letter to ploge@mrss.com. No calls please.
A 'Miner' Communications Error Download PodcastWe all witnessed the tragedy that unfolded before our TV screens the past few days concerning the West Virginia coal miners trapped 260 feet underground. It became a double tragedy yesterday when the news media reported--then recanted--that 12 of the 13 endangered miners lived when in fact 12 of the 13 died. The pain the families of the miners must be feeling is just too much to imagine. Who's to blame? It's easy to point the finger at the media. Their story was neither verified nor official--they essentially reported hearsay--but ultimately, it's the fault of whomever was in charge of managing the crisis' communications. Here are some questions to consider: who allowed the media to tap into the communications conduit between the emergency teams, the apparent source for the miscommunication? Why wasn't a channel established between the media and crisis communications team for verification of facts before reporting? Such a move would seem to be a no-brainer. Why did it take 40 minutes to correct the false media reports? Surely someone should have been monitoring the wire stories...even I ran across the "misreported" story online before it was corrected last night. The real losers are families of the miners whose emotions were cruelly toyed with. This is an important reminder for all of us that the news we bear carries considerable weight and influence on people's lives. Just as a lawyer must be conscientious to fight for a client with empathy, so must we remember to manage our affairs with equal care. There shouldn't be any "no-brainers" in communications, simply because the ramifications of any mistake are not always obvious yet potentially explosive. Let's all remember to handle our jobs with care.
We're Back!We're Back! We moved our headquarters to a larger facility that better addresses our growing needs, so be sure to make a note of our new address: LACP Our phone number remains the same -- (800) 709-LACP within the US and (212) 380-1884 internationally. Our FAX is also unchanged: (858) 777-5794. Thanks for your kind patience during this transition. We look forward to delivering even better service at our expanded facility in the years to come.
New Job OpportunitySMSC has posted an opportunity for a Manager-level Marketing Communications Position. Details are as follows: About SMSC Many of the world’s most successful global technology companies rely upon SMSC as a go-to resource for semiconductor system solutions that span analog, digital and mixed-signal technologies. Leveraging substantial intellectual property, integration expertise and a comprehensive global infrastructure, SMSC solves design challenges and delivers performance, space, cost and time-to-market advantages to its customers. SMSC’s application focus targets key vertical markets including mobile and desktop PCs, servers, consumer electronics, automotive infotainment and industrial applications. The Company has developed leadership positions in its select markets by providing application specific solutions such as mixed-signal PC system controllers, non-PCI Ethernet, ARCNET, MOST, hi-speed USB and other high-speed serial communications. Workforce & Locations SMSC, a fabless semiconductor supplier, is based in Hauppauge, New York and maintains offices worldwide, including locations in North America, Taiwan, Japan, Korea, China, and Europe. SMSC operates engineering design centers in Arizona, New York, Texas, and Karlsruhe, Germany. Employment Opportunity SMSC is currently seeking to fill the following opening. If you feel your credentials are a match and are interested in working for a dynamic and growing company in the semiconductor technology sector, please send your resume to patty.moore@smc.com. Manager, Marketing Communications Requirements: BA/Business Administration, Marketing or equivalent and a minimum of six years’ marketing experience. Strategic vision is essential in the development and implementation of all projects. Responsibilities include daily interaction with global Marketing to develop and update documentation such as data sheets, data briefs, and application notes, developing and monitoring Marcomm budget, acting as liaison to external design agency and internal Marketing on the creation and placement of advertisements, ongoing brand awareness campaign globally; coordinate, travel to, and manage Company trade show participation in the US; manage an active lead generation program, oversee administration of in-house literature fulfillment process; and manage advertising specialties and premiums. Excellent communication, written, and organizational skills are required. Strong understanding of international audiences is key. Wall Street communication experience is a plus. Location: Corporate Headquarters located in Hauppauge, New York
Big Man on CampusIt's funny how people's true colors eventually come out. As a Laker fan since childhood, I've come to love the purple and gold, particularly during the 80s era of Magic and Kareem and the 2000-2002 combination of Kobe Bryant and Shaquille O'Neil. Whenever I heard about the much-publicized squabbles between Kobe and Shaq, I had a difficult time picking sides. Perhaps Shaq was jealous that Kobe was such a rising star, so talented and versatile. Maybe Kobe needed to be just a little more patient and respectful of his "elders" relative to Shaq's status as captain of the team. When allegations arose concerning Bryant's stay at a Colorado hotel and what he did or did not do with a certain member of the staff, I immediately dismissed the charges in my mind as bogus. Since then, Kobe has alienated teammates, allegedly created a team meltdown that ultimately cost them the 2003 championship, and has even been accused of engineering the ouster of all other Lakers stars, including O'Neil. Now, I second guess my snap judgment concerning what happened in Colorado. Shaq, on the other hand, has continued to impress. Traded away to Miami from the Lakers, perhaps due to Bryant's insistence, he's signed up for police cadet training, strongly supports efforts to put online sexual predators behind bars, and has said he'd want to run for sheriff in a few years. What I find most remarkable is what happened last week. Learning about the death of George Mikan, the original NBA superstar playing Shaq's position, and knowing of what are considered to be difficult financial circumstances for Mikan's next of kin, Shaq immediately offered to pick up the tab for the funeral. "Without No. 99 (Mikan), there is no me," said O'Neil. Now, coming from anyone other than Shaq, such a kind offer would smell of a publicity stunt: the motives would be immediately questioned. But neither I, nor any commentor on the subject whom I'm aware of, question Shaq's intentions at all. Why? Because the guy has proven consistently over time to have an empathetic spirit and a sincere good will. What if Kobe had made the offer? I think we'd all be rolling our eyes collectively. The point of this story is that consistency matters. Shaq has never stopped being true to his own nature, despite difficult circumstances with Kobe, despite being traded away to another team, despite all sorts of undue pressure on him on the court. We know he's human: he makes mistakes (a slip of mild profanity during an on-air interview comes to mind), but he works to do the right thing and undo the damage. That's real character. Shaq stands out in the NBA for who he is--he doesn't mind being different. In order for your organization not to fade into the background, so to speak, it's not a bad idea to keep Shaq in mind as a role model. Be unique and true to your organizational identity; admit mistakes and undo the damage; and be consistent. It's ironic that that's what it takes to stand out, but in a cynical and jaded world, those are rare characteristics for today.
Last Chance--Really!This week is the ultimate, final week to submit your annual report into this year's Vision Awards competition. The field of contenders for this year is simply incredible--more than 10% of the Fortune 500 at this point, huge names from the international community, and some top-quality annual reports. If you're still looking to get involved, download the entry form at http://www.lacp.com/2004vision.pdf Entries must be dropped off into the mail by June 3.
Eternal Life and Eternal PitchesOne of the great reasons to read "Forbes" is to savor how the publication tracks the PR industry. One semi-regularly recurring feature offered as part of the Informer column looks at how big news events are being parlayed by PR pros to pitch their own news stories, and how the "connection" between the news event and pitched feature can sometimes be as strong as a strand of hair, at best. Forbes' latest re-cap: the aura surrounding Pope John Paul II's death on April 2. Some of the "related" news stories that have arisen since then: (The most notorious have a *** next to them.) March 31: Santa Clara University announces that experts are available to comment on Pope's life.
My thoughts: There's a line between leveraging big news events that are closely related to the cause you're publicizing and "cheesy PR" that smacks of opportunism. I don't think the line is that fine. A few of these stories are OK--the Bible give-away could probably be decently pitched if they tie their story to the Pope's encouragement for the youth to dig into the Word, etc., but some of the others are real long shots. ---Material adapted from "Forbes" May 9, 2005, p. 34.
A Bit of This, A Bit of ThatThere are four elements of potential interest that I'll touch briefly on: 2005 Gift Guide Edcal Database This year's Christmas/holiday Gift Guide Edcal database is launching online in June. Last year, more than 150 top-tier news media proactively listed their Christmas/holiday gift guide stories in the database, which included GQ, Maxim, In Style, Woman's Day, Elle, Fortune, CBS News, Fox News, Seventeen, Rolling Stone, and scores others that you'll want to target. You can learn more at www.lacp.com/giftguide -- we'll communicate more about it in the second half of May. The database is $100 to LACP members or comes bundled with PR Tools 2005 for non-members for $249. The nearest other product in the market retails for $399 and, honestly in my opinion, doesn't come close to what we all offer. Employees Checking Out BusinessWeek recently ran an interesting statistic originally derived from The Conference Board that I've been wanting to share: 25% of workers say they are "just showing up to collect a paycheck." Only 14% say they are very satisfied with their job. How I interpret the news is that PR and HR teams need to get together to find out what it takes to newly motivate their workforce. Yes, budgets are tight, but the cost of not improving morale (and ultimately, productivity) is inevitably more. New Coupon Codes for Members Members should be receiving an e-mail shortly with their new coupon code good for LACP's reports, award materials, productivity tools, and more. We've re-vamped our online sales portal to provide a more streamlined experience, so the new benefits are hopefully easily noticed by all. New Job Opportunities Canon Communications LLC was kind enough to provide us with news of these new job openings available on both coasts: Canon Communications LLC is a leading high-tech communications company specializing in publications and trade shows for professionals in the medical device, microelectronics, plastics processing, and general design engineering fields. Canon offers an excellent compensation and benefits package, as well as the professional advantage of an environment that encourages your development and recognizes your achievement. To apply please visit Online Hiring Center at www.cancom.com. CURRENT OPPORTUNITIES
Applicants responding to pre-screening questions will be given first consideration. Under Employment Opportunities, go to Our Careers and select Job Listings or send resume with cover letter and salary history to:
EOE Consistent with federal and state law, the Company will employ individuals currently authorized to work. However, no one should expect company sponsorship for work authorization if his or her current work authorization expires.
Airbus' A380 Launch Gains AltitudeEarly this morning, Airbus conducted its first test flight of its behemoth A380 jumbo jet, a product launch regularly compared within Europe as being the biggest since that of the Concorde decades ago. The jet enters the market not without controversy. Beyond American sniping at European Governments' direct financing of the project comes the unanswered question of whether the A380's model of transporting hundreds and hundreds and hundreds (and hundreds...and the plane still isn't full) of passengers between major hub cities is the way of the future. This is contrasted by Boeing's 787, a jet designed to make direct point-to-point travel more economical for the airlines, albeit with a fraction of the passenger volume per aircraft. The challenge for the communications team at Airbus was to push questions about airline transport models aside and sell the world on a sexy, literally awesome, and revolutionary aircraft. In essence, the message was that despite the concept of potentially checking in at the airport with 800 fellow travelers; beside the idea of hour-long boarding times; and ignoring the cattle car comparisons, this is one aircraft a traveler will swoon over boarding. The A380 launch web site comes close to hitting a home run in this regard. All of the visuals depict an airy, sophisticated aircraft with the expected European flair. Video of the aircraft in flight (exterior, of course, not an interior sea of economy cabin seats) is punched up with a sound track that one might assume was lifted from Top Gun. Kids can enjoy an online craft by printing out a line-drawn A380 onto heavy card stock, after some cutting and pasting, have a paper airplane of their own to fly. And, in the spirit of viral marketing, web site visitors can even send e-postcards of the airplane to their fellow flying friends. The site isn't very deep and remains easy to navigate. The questions that one with a critical mind might ask are never addressed, not that it seems to matter much at the time a web surfer is perusing the site's offerings. Take a look for yourself at www.airbus.com The example Airbus' site sets is that when you're playing a message to an indirect market (in this case passengers, who don't carry the airlines' concerns about economies of scale or operational expenses), the need to address technical concerns and controversies is low relative to the need to sell the idea of something people want to be a part of. Airbus has not sold the A380 to the flying public as an evolutionary change to the hub-and-spoke travel model--instead, they're whetting the appetites of travelers to be the first in their office to brag about their A380 flying experience. Airbus' assumption--and I believe, rightly so--is that by creating an emotional hunger in the traveling public for this product, they've essentially trumped any other concerns. Ten years from now, will people complain about the technical and logistical elements involved with flying on an ultra-jumbo jet? Most assuredly. But that will be long after the period for airlines to prove whether travel centered around the A380 model genuinely works and delivers the cost savings it promised. So, in essence, Airbus has created a tail-wind for its direct customers, their airlines: passengers are now eager to have their perception of an impressive and enthralling A380 validated. All the airlines have to do is deliver.
Blog or Flog?To be honest, I have to admit that I'm not convinced that blogs aren't fads. Will individuals continue to post their thoughts and ramblings on web sites? You bet--they've done so for more than a decade. Does the Internet permanently shift dissemination of information from a relative handful of media outlets to the masses? Absolutely. Will we continue to have something called a "blog" perfectly illustrate the mechanics and format of individual-to-the-masses communication? I doubt it. Already, we have RSS feeds coming from individuals, which push news and information to the desktops of those who opt in to the services. While this is a variant on the blog, it's already a departure from the traditional model. We also now see the encroachment of "vlogs" or video-blogs, which changes the medium from that of text to that of streaming multimedia. And, of course, we have "flogs", which have been described as "fake blogs" prepared by communications professionals on behalf of their respective clients and/or organizations. The question we all have to ask as PR pros is how these changes impact how we do business. Does it make sense to produce a blog/flog to open a new channel through which to advance our message? Are we embracing a fad, one which will be the brunt of jokes in a decade? What is the right way to ensure our communications are accepted as a blog rather than a flog yet still maintain a focused purpose in communications? Time will tell. The reason this blog is hitting the streets is that as an observer and student of the communications process, there's plenty for me to comment on. I'll probably raise more questions than I answer, as I have so far in this entry. The point is to solicit thought, both amongst ourselves and also between me to you and you to me. I encourage feedback based on your own perspectives--communications is an art, not a science, after all, so there is definitely room for diversity of opinion. Click on the "Contact Us" button on the navigation bar of www.lacp.com to let me know what you think about today's environment for communications.
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