It takes dexterity to manage a five-person communications staff, all
the while overseeing the production and development of sales
literature, advertising, media relations, Web marketing and crisis
communication, among other PR responsibilities. AWC member Melinda
McDonald has the dexterity and even the grit required to manage a
multi-functional communications department for Bunn-O-Matic. Her
professional experiences attest to the variegated nature of most
communications jobs.
From her interviews with trade media reporters, to her role as an
in-house editor, there's no question that Melinda has mastered the art
of multi-tasking for Bunn-O-Matic. Her prior work experience has
prepared her well for this challenging position. For two years she
served as Marketing Director for OGR Service Corporation. Before that,
she was the Director of Public Information for Lincoln Land Community
College.
In progressively responsible positions with The Horace Mann Companies
in the late 1980s, Melinda was part of the nationwide policyholder
communications group and even helped develop and facilitate a business
writing course for staff. On her free time, Melinda is a volunteer
tour guide at the Dana-Thomas House. She served as AWC president in
1987-88 and coordinated the 2001 Master Communicator Awards for our
chapter. Continue reading to learn more about her insights and
experiences in the field.
1. I noticed you worked a couple of years in print journalism
before moving to corporate communications and public relations, where
you've remained for the past 20 years. Is there a reason you made the
switch? And what are the pros and cons of each discipline?
When I graduated from college I worked first for
a weekly newspaper and then for a small daily in Iowa. I really
liked the newswriting aspect of reporting, but part of my job at the
daily newspaper was to go to fires and take pictures when the siren
went off. Needless to say, this cut into my social life. I
took a PR job at a college in Des Moines after that because I wanted
more regular hours and I was planning to get married, so I wanted to
work close to where my future husband was attending college (Iowa
State University).
Journalism is a wonderful field for a writer.
I admire people like Kathy Rem at the State Journal-Register,
who successfully move back into journalism after working in public
relations.
2. As Communications Manager for Bunn-O-Matic, you develop and oversee
the production of sales literature, press releases, and advertising;
and you fulfill responsibilities in the areas of media relations,
sales support, Web development, crisis communications, and personnel
management, to name a few. With so many irons in the fire, how do you
maintain order and meet deadlines? Also, how do you produce fresh work
under such time restrictions?
This question is very timely. I'm using a
new system to organize my work and keep track of key deadlines on
projects and follow-up with media and advertising. We'll see how
well it works.
Having a good staff is essential to maintaining
order and producing fresh ideas. We are very fortunate to have
three gifted graphic designers in our communications group who
continually raise the bar regarding creativity. Just last year
we added a writer/editor position and the woman we hired is not only a
great writer, but very organized and a wonderful project manager.
Working as a manager in communications for at least 10 years has
taught me that having good people is critical to the success of
everything you attempt.
3. Do you correspond with the trade media more often than with
mainstream media outlets? How is the trade media different from the
mainstream media?
Since our company is involved with manufacturing
and selling beverage equipment, a large percentage of our business is
in the commercial foodservice arena. So being familiar with
writers, editors and ad reps for the trade publications that our
customers read is very important. Generally these writers have a
high level of expertise in the business. Mainstream media
reporters generally have to cover a broader range of topics and so
they are less focussed on a specific area.
4. Web writing and development is still a relatively new undertaking
for communications departments. In your career, how do you confront
new and unfamiliar responsibilities, and eventually establish
expertise in a field that may not have been addressed in college
courses?
Confronting new responsibilities or developing
new areas of expertise is a challenge. Email marketing is one
area that our whole group is still exploring. When a technology
(like the web) is first developing, there just isn't a lot of
information available. Professional organizations can help with
information and training. The Direct Marketing Association is an
excellent resource.
5. Tell me about your previous job as Marketing Director for OGR
Service Corporation. What were the unique challenges you faced there?
The position of Marketing Director at OGR
Service Corporation was challenging in that I was working outside of
the communications arena. Fortunately, there were a number of
people at the association at that time who were willing to help me in
areas that I had little experience in and I learned about marketing as
a result. The association was in transition when I was there and
announced that it was moving its corporate headquarters to St. Louis
after I had been there about a year. Probably the most difficult
part of that job was dealing with staff as they decided to relocate or
find other jobs.
6. In the early 1990s, your were Director of Public Information for
Lincoln Land Community College. Explain how the work
environment/culture in academic institutions differentiates from that
of corporate communications.
Working to promote community college education
as an accessible, affordable alternative was and is an easy sell.
It's a great idea and it's amazing how many outstanding people
in Springfield started their college careers at LLCC. The
culture I experienced at the community college was very stimulating.
Both students and faculty are used to thinking about ideas and
concepts. On the downside, change took longer at the college
because of the need to send ideas through various committees.
Here at BUNN, well-researched and supported suggestions can be
implemented quickly if they are accepted.
7. What advice would you give to young communicators who hope to
ascend from entry-level communications positions to communications
management?
From where I sit, squarely in middle management,
I would advise a young person to get a master's degree, preferably in
business, if they hope to attain the top levels in corporate
communications. An advanced degree coupled with a wide range of
pertinent experience (in corporations) will gives them the ability to
think broadly about the best ways to go to market and examples of what
has worked (and not worked) at other companies.
8. When did you become a member of AWC and how has membership
benefited your career?
I joined AWC in the early 80s when I came to
Springfield to work for the Department of Energy and Natural
Resources. I have discovered and made friends with some
estimable women through AWC.
9. Between your work and your volunteer efforts, what do you do on
your free time?
My children, at least the one who is still
living at home, are priorities and pleasures. Also I'm working
on writing a novel and taking an on-line writing class for
"fun."
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