Table Of ContentMANOR
COLLEGE
PINE
BULLETIN A SPRING 1991
VOL. XXXII, NO. 1
BULLETIN MAILBOX
1
PINE MANOR'S COMMUNICATION PROGRAM:
WHY
IS ITSPECIAL?
byJudith A. Kilbom 2
Alumnae in Communication
NBC NEWS BROADCASTJOURNALISM
In/ NBCproducerTerry Schaefer '69 4
TV NEWS REPORTER LIVE: AMY HUGGINS 76
byJudithA. Kilborn 5
COMMUNICATING IN CAMPAIGN POLITICS
In/ campaign director&publicistMitzi CooperScott '64 6
COMMUNICATIONS & WRITING: PLEASURE & FLEXIBILITY
In/freelanceuniterFblly BakerBest '69 8
SOME OF THE TIMES
by Time magazineseniorcorrespondent Mary Cronin '49 9
ON WRITING FOR HOLLYWOOD
An interviewwith scriptwriter&producerLydia Woodward 71 10
ADVENTURES IN FREELANCE PRODUCTION
by production coordinatorLawrieBird '89 12
PRODUCER AT MTV: KARA ACKERMAN '90
byJudithA. Kilbom 13
MARKETING HEALTH & FITNESS:
THE GOLDEN DOOR & RANCHO LA PUERTA
by DirectorofMarketingAnne Grady 87 14
Internships in Communication
THE TAB: A LOCAL & PERSONAL VIEWPOINT
byAmy Thorpe '91 15
PMC INTERNSHIPS: AN EYE-OPENER
by Sheila Monroe '91 16 SheilaMonroe '91 atWNEC-
ON CAMPUS 17 sTtVa,tiBoonstaonnd'saCPBMSCaffiinltieatrenship
ALUMNAE NEWS site. Seep. 16
19
THE CONFIDENCE TO PURSUE A DREAM
by Denise Bacon '40 33
EDITOR:JudithA. Kilborn PHOTOGRAPHERS: ALUMNAENEWS
EDITORIALADVISORS: Matthew Hayward COORDINATOR:
Bradford Herzog RosemaryHenry
Carlyn Ellms
JudithRJe.ece JudithA. Kilborn (617)731-7127
PRINTING: FAX(617)731-7199
DESIGN: Karen Durlach
R.E.SmithCo., Inc.
eFxFpeOrNieTncCeOatVtEheRcoAnstrsotlusdeonftsW,PCMoCmm,untihecaCtoliloenge'msajAoMrsMraidcihoeslteatMioany.tie'90,onleft,andLynnOswald '90gain
POLICYSTATEMENT:TheBulletinseekstopresentstimulatingmaterialreflectingthewiderangeofalumnae
backgroundsandexperiences.Publicationofmaterialdoesnotindicateendorsementoftheauthor'sviewpointbythe
magazine,AlumnaeAssociation,orPineManorCollege.
aPnubdlsisuhmemderb.ySPeicnoendM-acnlaosrsCpoolslteaggee,p4a0i0dHaetaBtohstSto.n,,CMheAst(nUuStPHSil4l,33M-2A80)0.21P6o7s,tmfaousrtetri:meSsenadyeaadrd,rienssfalcl,hawningteesr,tospPriinneg
ManorCollege,400HeathSt.,ChestnutHill,MA02167.PineManorCollegedoesnotdiscriminateonthebasisof
race,color,nationalorethnicorigin,age,sexormaritalstatusasrequiredbyTitleIXoftheEducationAmendments
of1972andotherrelevantfederallegislation.PineManorCollegeisauthorizedunderfederallawtoenrollnon-
immigrantalienstudents.
.
BULLETIN MAILBOX
Too Many Gorillas!
Regarding the item about my trip to
Rwanda and week on the tea planta-
tion, the Winter Bulletin's Class Notes of
'47 reported I had seen 12,000 gorillas:
The gorilla trek at 12,000feet was
strenuous and resulted in a viewing of
a small gorilla group of nine. There are Paris during the Gulf Crisis
only an estimated 450 Mountain
Gorillas left in the world (2,500 each excerptsfrom a 1/21/91 letterto Professor
ofthe Eastern and Lowland Gorillas, John P.Agnew:
subspecies ofGorilla Gorilla).
Would that your error was true! We're all concerned about the war in
NANCY EDGAR FALES '47 the Gulf. Everyone's life seems to be
Green Farms, CT affected in some way.
FlorenceFlemming ’24 My oldest son, Nicky, was at the
bilingual Montessori School at the
In Gratitude 1 was interested by the late Leonard AlamsetrwieceaknaCnhdurtchhe.sWcheooplulilsetdemhpiomraoruitly
1 was pleased to be included in the Bernstein's article in honor ofhis closed, seeking another location. Alex,
Winter Bulletin's article "Who is the teacher in a previous issue ofyour 2V2, was going to an Anglican Church
Pine Manor Student?" However, I was magazine. I'd like to sing the praises of pre-school program, but no more. My
sorry that Assistant Professor of Man- my great-aunt Florence Flemming '24. little Honda had American plates; we
agementJake Katz was not mentioned I am not positive of her age, but I think just changed them.
as the faculty member who first inter- she is about 90. She is from Truro, Nova Erich is a reserve officer in the
ewsotuelddmleikeintomatjhoarniknghiimn Mfoarnhaigseimnespnitr.- I ScoSthiae.is an avid readerand sent me Fwirlelnbcehcaarlmlye.d Hateprtehsiennkts,itbuistuint'lsikely he
ation and continued help. books all ofher life. 1 have become a frightening.
JENNIFER SALLEE '92 singer and songwriter no doubt due to My spare time has been taken up
Newbury, OH her generous attention all these years. with the American Women's Group in
Although more than 50 years separate Paris. This year I have planned speak-
'91 us, her spirit is as youthful as a teen- ers for coffees and luncheons. Given
Tracey asgpearc'se.sIo'dsbhee dceoluilgdhtkendoiwf yhoouwcovualludafbilned tlhuencphreeosnenftorsi1t1u0ataitonL,aICjouustpoclaen.ceTlhleed a
she is while she is still with us. food critic Patricia Wells was to speak.
Kimberlea SUSAN FLEMMING, great-niece It's unnecessary to gather so many
of Florence Flemming '24 Americans in such a big restaurant.
Halifax, Nova Scotia, Canada One must really take precautions
..
MIMI JAN1AN GORTZUN1AN '79
Paris, France
Received by the President
1 think the contents ofthe Bulletin
extraordinary, and I enjoy each issue.
The amazing lives of PMC alumnae are
truly remarkable. I keep my issues and
often reread them.
JenniferSallee '92andmentorAssistantProfessor Is there any plan to redo the Alum-
JakeKatz. nae Address Book? I use mine so often
for various reasons.
ANNE WILLIS ROBINS '45
Stonington, CT
Seeannouncementon p. 19. Ed.
SPRING 1991 1
Pine Manor's Communication Program
Why
special?
is it
byJudith A. Kilborn
...PMC students unth their
,
early start, end up ahead.
T
here's no doubt about the state-
of-the-art equipment. I sit in the
video production studio in the
Annenberg Library and Communica-
tions Center and, always the humanist,
the word-forger, diffidently try to stare
down a daunting host ofTV cameras
which seem to challenge me with blind
eyes. Beyond them lies WPMC, the
AM
College's radio station, and the
editing studio's intimidating, multi-
colored instrument panels (resembling
those in airline cockpits to my untu-
tored eye). Down the hall, the staffof
the PMCPostworks to meet a deadline
in the print media center, using the
best ofdesktop publishing equipment.
I ask what distinguishes PMC's
Communication Program from others,
what makes it so successful that,
within seven years, it has become one
ofthe most popular majors at the
College. Why are so many ofits grad-
uates already in key positions in the
industry? Helping me find the answers
are some ofthe faculty: Professor
Robert Owczarek, Chair ofthe Divi- "We have a wide range ofcourses journalism. Our courses encourage the
sion ofArts and Communication; offering maximum flexibility to necessary analytical and creative think-
Assistant Professor David Smith, the students entering a shifting and fickle ing, speaking and writing, no matter
Program's Coordinator; Marie job market." which medium they involve."
Franklin, journalist with public "We're preparing students to be gen- "You don't do anything in commu-
relations experience, and a newcomer. eralists in an ever-changing industry," nication without writing," says
Dr. Mark Lloyd, whose expertise lies adds Franklin. "The communication Owczarek. He explains that at first the
in video and film. industry has lots of'cross-over.' One program was heavily broadcast-
"The program's strength has in- may break in through advertising and oriented. "It's evolved beautifully to a
creased as it evolved," says Smith. then move over to public relations or broad-based program. The most recent
2 PINEMANORCOLLEGE
revisions were completed two years adds Franklin. "It's another confidence-
ago," he says. "Now we have so many booster and an advantage on a
opportunities journalism, publishing, resume."
...
public relations, advertising. There's an "It's very successful," chuckles Smith.
even balance between video and "I feel so good when I go to the sites:
print." they often take our students when
"An additional strength," he adds, they aren't taking others. They know
"is that our studentsjump right into it our students perform and have good
freshman year." 'people skills.'"
Smith concurs. "A four-year Commu- Owczarek concurs, remembering
nication Program is a tremendous ad- student interns who have "gone the
vantage for acquiring knowledge and extra mile." "We get requests for them
skills," he notes. "A common model in to come back and for more like them."
many institutions is to delay courses in He agrees that typical PMC students
the major until the junior year. PMC arrive with good "people skills."
students, with their early start, end up "They're a good thing to have," he
ahead." says. "When those skills combine with LecturerMarieFranklin talkswith students.
"The early start allows time for first- what we provide, our students make a
hand courses such as 'The Media good impression and achieve great
Workshops/" notes Owczarek. "It things."
meets for two weeks on campus and "Using a network and contacts to
then a week ofintensive sessions in advance in the working world seems to
LA. during the summer. Students see come naturally to many PMC stu-
major motion picture studios, network dents," adds Lloyd.
television production centers and lead- "Then there's the College's small
ing newspaper publishing facilities in size, and the fact that it's a women's
action. They speak with people such as college," says Owczarek, "but it's more
the president ofColumbia Pictures and than that. There's a universal feeling
producers, the publisher ofthe LA. that surrounds faculty-student relation-
Times and Pulitzer Prize-winning ships that makes PMC special."
reporters, have a chance to ask
producers and directors questions after
watching network tapings. It immerses
the student in real-life communication
industry experiences." A
"The Communication major here truly special attribute of
involves a great deal ofhands-on the Division's faculty is
experience," adds Franklin. their real-life industry
"Right from the beginning,"
experience.
interjects Owczarek.
"And, after the skills, confidence is a
very important element," says Franklin.
"The industry is highly competitive,
very ego-driven. Confident women are
making great strides. To this end, all After being in a large university's
our courses involve being able to coor- masters program, Franklin concurs.
dinate and cooperate with others in "This is a personalized education," she
practical problem-solving just as work says. "A message comes through from CoordinatoroftheCommunication Program,
in the industry demands. For example, administrators and other faculty. At AssistantProfessorDavidSmith in class.
classes in PR choose a real-life client PMC, teachers know who their
and perform projects which give them students are and what they are doing. technical changes in the marketplace,
a professional portfolio for their job And no matter how large a class is, use ofcomputer networks in journal-
search." that's the best way to teach. I know the ism, satellites in broadcast. Profes-
"Ifa student says, 'But I can't do students here think the faculty are sionals also know the importance of
something like that/" contributes good at that." maintaining accuracy and good judg-
Lloyd, "I say Tes, you can. You have "A truly special attribute ofthe Divi- ment, gathering information, pulling
—
better or equal equipment.' They try, sion's faculty is their real-life industry together a good story we'll always
they get enthused, they become con- experience," says Owczarek. "That need that process. That's
fident." He recalls a beginning produc- adds a valuable dimension. We're not communication."
tion class which delighted in producing just teachers in a communication pro- Somehow, the blank stares ofthe TV
a 30-minute learning segment now in gram. We're involved in the industry cameras surrounding us no longer
use at the Child Study Center. ourselves; we don't just read about it." seem menacing to me. It's people who
"Ofcourse, the Internship Program "You can't 'just teach' about these control them. People who know how to
—
furnishes a chance to test skills in the areas," agrees Smith. "It's imperative to communicate many ofthem confi-
real world as early as sophomore year," know what's going on—things like dent, competent PMC women. A
SPRING1991 3
ALUMNAE
IN
COMMUNICATION
NBC
News
Broadcast Journalism
by NBCproducer Terry Schaefer '69
Broadcast journalism. I never that the Capitol had many other
thought about it as a career reliable sources. One only has to find
when I was in college, certainly them. That, I discovered, enabled me
not when I was in graduate school in to get breaking news as fast or faster
education. Then I was determined to than our competition. People skills—it
improve public schools. I had two sons really is people skills. Use them to get
and finished my masters degree: information; then be clear in
diapers, croup, bottles ofpink interpreting and presenting it. We are
antibiotics, trips to the park and part- paid well to snoop into others'
time work prevented me from thinking business and distill what is news and
—
about much else certainly not about a what is not.
career in broadcast journalism. As Irving R. Levine's producer, I
Mostly I worked to support our have learned a great deal about the
family—part-time so I could give our economy. It is an important, fascinating
children what I thought they needed. beat. It gets harder and harder to
Eventually I taught full-time, but the watch recession spread, families strug-
demands ofothers' children interfered TerrySchaeferandIrvingR. Levine. gle to make ends meet, businesses
with the needs ofmine. By a fluke, I close, and banks strain to survive. It is
was offered work as fin advance person the air. I wonder how huge a threat less difficult to sell economic stories
for PresidentJimmy Carter, closer to cable TV is, and how low ratings can these days. Concern and confusion
the kids for more money. For a year go before the face ofnetwork news about war and the economy and how
and a half, I crossed the country setting changes forever. We will see. one affects the other seem ofuniversal
up trips for the press corps which In the meantime, I was a desk assis- interest. Ourjob is to humanize the
travels with the President.—It was then I tant, a production assistant for Nightly subject and make it understandable, a
began to watch journalists both print News when Roger Mudd was co- difficult task, especially when one
and broadcast. anchor from DC with Tom Brokaw in economist almost never agrees with
Shortly after Carter lost, I walked NY, a producer covering the Senate another. Clearly, these are precarious
into NBC News and offered to do any during the Iran Contra hearings, an economic times. Ifthe war ends soon, it
entry leveljob to get started in broad- editor on the network news desk, and may have had a positive effect. Ifit
casting. Proper timing, opportunity now a producer forour economic corre- drags on, it may furtherjeopardize the
and good fortune were with me. NBC spondent, Irving R. Levine. economic climate. We will see.
offered me a job as a desk assistant. I Something one learns early is to
began in October 1981, the day Sadat keep asking questions until there are
was shot. It was interesting that day none left to ask. And ifyou do not
and has been ever since. I was 32, and I know something, say so. You cannot
began at the beginning. "wing it." Not in journalism. I learned Technology and world
I have been with NBC News for over that best from Roger Mudd, who is events reshape broadcast
ndiensekyaesasrisstnanotwtoanpdrohdauvceermwoivtehdsfevreormal dfaomyoouuskfonrorwatthhearts?c"a"ryWhgroilltionlg:d"yoHuo?w" news and color how it
stops along the way. Each job was pre- "Are you sure it is true?" I appreciated informs the world.
paration for the next, each move an his style over time because I learned
opportunity to learn. I have neverbeen the value ofbeing thorough.
bored, and each day is slightly different One must learn whom to trust for
than the next—a great attribute in any accurate, useful information. A source is
job. not just the spokesman for the White At this writing, we are at war. I have
Because ofdeclining network ratings House or the Pentagon, or one govern- never covered a war, ifyou can call
and viewership, it is challenging for a ment official or another. Sources are a what we are doing from Washington
news division to entice and hold a variety ofwell-informed people from "covering" one. The Washington
diminishing audience. These are days all walks oflife. The Senate was a won- bureau was on alert in the days pre-
ofbudget-consciousness and vanished derful beat because it gave access to all cedingJanuary 16. A complicated, 24-
frills; staying flexible means staying on "the players," but I learned quickly hour-a-day coverage plan was devel-
4 PINEMANORCOLLEGE
"
.
oped, and like everyone else in the war? Would the soldiers in the Gulf CNN and waited an anxious 10 min-
world, we watched and waited. I had come home to approval or disapproval? utes until our man in Baghdad was on
arranged for my younger son to pick Was this another Vietnam? How many our air. Ten minutes is a long time in a
me up at 6:30 p.m. As I cleared my sons ofmothers my age, ofany nation- competitive crisis situa—tion. As for the
desk, our deputy bureau chiefcame ality, would die this night? Tim under- people in Washington this is when
wsaayliknign,g".S..ofmasettdhionwgnisthheaphpaelnliwnagy. We shtoomoed,tgheetmhoismebnrott.heIrtoalnddhwiamlktoagroound tnheewys.shWiene.moTnhaittoirsewdhiyncwoemianrgefieneds
don't want anyone to leave the the corner to their Dad's. I did not from overseas, took up positions across
building."Adrenaline started to flow want them to watch the start ofa war the city and got reaction and news
through the newsroom. It certainly rose alone. Watch a war start.. back to the bureau and on to our air.
within me as I dashed outside to tell And that is what we all did. Watched As the Nike ad says, '7ust do it." We
Tim that I had to stay. the war start. Never has a war so far did. There were events in the GulfI do
It was an extraordinary feeling. Was away been so close. Satellites. Miracle not think I wanted to watch, even as
he safe outside a network news office? or scourge? They are here to stay. the President and his military advisors
How real was the threat ofterrorism in Technology and world events reshape were watching. But as a news person, 1
Washington? Would my 19-year-old be broadcast news and color how it keep on watching, however eerie and
drafted? What did I think about this informs the world. We at NBC watched unsettling it feels... A
TV News Amy
Reporter Live: Huggins 76
byJudith A. Kilborn
//A lmost every day has a says. "I was very interested in sports,
/ \ unique experience," says especially 'my teams.' I wanted a
JL jLAmy Huggins ofher career career that would let me 'be there.'
as a general assignment reporter in TV After PMC and Syracuse Univer-
news at NBC's KPRC in Houston. sity's Newhouse School ofCommuni-
"While there's a certain amount ofdeja cation, Amy covered news and filled in
vu (City Hall is always City Hall), the for the DJ at a small PA radio station.
best part isn't the interview with the After nine months, she "was ready for
President or with Tom Cruise, it's Jane Pauley's job," and moved to
—
meeting ordinary people who live in Miami first to radio stations, where
extraordinary circumstances that is researching and writing four to five
incredibly memorable." stories a day resulted in valuable con-
The winner oftwo Emmys, Amy nections. "A champion is important in
remembers Stephanie, 87, a master this business," Amy says. "There are
bridge player and owner ofseason millions ofpeople capable ofdoing
tickets to the Houston Astros for 25 what a few people do. I was lucky to
years. "She had missed only 10 meet people who gave me a chance.
games," Amy marvels. "Following her Although the profession is male-
release from the hospital after a heart dominated, especially behind the
attack, she took a cab straight to the scenes in decision-making, in my
ballpark." experience, the field ofnews is quite
A more recent experience involved a open and improving every year. Except
whole town. As Amy and her crew 1990:Amy is presentedan awardbySam in sports," she adds. "Women have to
drove back to Houston from Austin, Donaldsonforstoriesaboutthedisappearanceand prove themselves there in ways that
TX, following the Governor's inaugura- death ofCongressman Mickey Lelandin Ethiopia. men never do."
tion, the Persian Gulfconflict was in its After four years, Amy broke into TV
initial stages. She decided to stop in a news, becoming acquainted with bat-
small town of3,000 to assess opinions. never see protesters here. We support tling over which 10 seconds ofa hard-
Yellow ribbons hung everywhere. Visit- the President, but ifit turns out it's won interview saw the light, being on
ing the service station, the beauty par- really for oil, we won't like it." the air live while hearing distracting
lor, the hardware store, the news team "You never know what's there until talk in her earphone, standing on three
heard about "our 11 soldiers." "This is you stop and investigate," Amy muses. unseen telephone books to be level
a place where people grow up and This curiosity and a love ofsports with a background shot. Eventually,
don't leave," people said. "I knew him led Amy to her career. She was she felt she could advance no further in
before he was born." Torn, like most fascinated by "news breaks" as a child, Miami and headed for higher pay and
Americans, these inhabitants ofan oil feeling she was watching "from the "to see what was there" in Houston.
town whose character had changed wrong side." As she grew older, "few Self-confidence and humor are vital
since "the bust" told Amy, "You'll things intrigued me as much," she in TV news, Amy says. "The work
SPRING1991 5
—
"
demands that one be grounded, able to
retain a sense ofself. People tell you
what they like and what they don't
like," she notes. "The more one is told Communicating
in
to change, the more self-esteem can
fade. 1 steel myselfand think, 'I've
made it this far, I must be all right.' Campaign
Politics
"This is a fickle business," she adds.
"The adage 'You're only as good as
your last story' is true. Fortunately, in
TV, you can redeem yourselfquickly!" by campaign publicist Mitzi Cooper Scott '64
She laughingly recalls a live interview
during a hurricane when she re-
marked, "I feel like Mary Poppins ittle did I know in '62 that PMC poll. The smart campaign pays less
about to blow away."As ifon cue, would play a major role in shap- attention to firmly entrenched oppo-
wind blew her umbrella inside out, ing my involvement in politics nents or supporters, who have made
dumping "a gallon" of water on her over the next 22 years. That influence up their minds, and directs attention to
head as she rewarded her audience resulted from my placement, as a terri- undecided voters and those leaning
with a piercing scream. "I take my job fied freshman, in Janet Williams' Eng- one way or the other. This group,
seriously and try my best," she notes, lish class. She had the reputation of known as the "persuadables," is the
"but the unexpected is inevitable." being the "hardest" teacher; she audience for the message.
proved to be the most demanding, What exactly is the campaign mes-
energetic, enthusiastic and inspiring sage? It should articulate the candi-
teacher I ever had. I went on to get a date's character and values, experience
BA in English. and qualifications, record and platform.
...it's meeting ordinarypeople Janet Williams changed my life. Her Issues are important, but, contrary to
who live in extraordinary gift was teaching me to read and what press and pollsters say, rarely is a
—
circumstances that is incredibly write well; in short, to communicate. stand on issues the most influential
memorable. That gift has been applied in many factor in eliciting an undecided voter's
areas ofmy life, but most frequently in support. Positions on issues communi-
politics. cate a more potent message than the
Communication is the lifeblood ofa simple subject matter; they demon-
political campaign. To some extent a strate the candidate's underlying
OfTV's place in communications, classic exercise in communication, cam- values and character. This insight must
Amy says, "It has certainly been the paigns also have a certain uniqueness. be communicated to enlist voter
greatest influence in recent decades. It They are finite and temporary; all ter- support.
is a medium growing more powerful as minate on election day. They operate Ronald Reagan is a classic example
it makes the world more accessible. under limited, often insufficient, re- ofthe immense power ofemotion over
Over the years, technology has sources oftime, money and people. intellect in voter responses. Poll after
changed so quickly. In the Vietnam There is never enough ofthese poll during his years in office indicated
War, film had to be developed before precious commodities. that voters disagreed with him intellec-
news aired. Now we experience war as Finally, and perhaps most challeng- tually by 2:1 on major issues such as
it evolves. I am troubled as 'War in the ing in distinguishing campaigns from
Desert' or 'War in the Gulf' seems to other communication efforts, is the
become a part ofregular programming. subject matter's lack oftangibility. A
The titles seem disturbingly like pre- candidate, unlike ajar ofspaghetti
game football promotions. And sauce, cannot be mass-produced and
correspondents are becoming news personally sampled. Tomatoes can be
themselves; in news, you never let chopped, seasoned and bottled; a can-
yourselfbecome the story." didate's character, competence, voting
Looking to the future, Amy wonders record and stands on issues cannot.
whether she will be motivated to Three questions must be addressed
devote the same high amount of at a campaign's outset. First, who is the
energy to the news. "It's fun and stim- audience? Which people need to be
ulating," she says. "I still would like to persuaded to vote favorably? Second,
cover sports, but maybe my career is what message (impressions, facts, feel-
too far along. I question myself. Will 1 ings) will gain voter support? Third,
want to settle in one place for more what modes ofexpression will best
personal life? One day I might like persuade the targeted audience?
marriage and children. Will I still be Answers to these "who, what, how"
moving around the country at 50? I questions provide the key elements of
don't think so. And yet, I could do campaign communications: audience,
that..." A message and messengers.
The most efficient and reliable
answers are found by conducting a GovernorofOregon, NeilGoldschmidt, andMitzi
CooperScott.
6 PINEMANORCOLLEGE
Memoriesofalifein
politicalcampaigning.
budget deficit, defense spending and
environment. Yet, emotionally, they
supported him by the same 2:1 margin
because he convincingly communica-
ted honesty, competence, trustworthi-
ness and compassion.
How does one communicate a mes-
DEMQCRi^riC
sage to the targeted audience? Obvi-
ously, the candidate is the strongest notional
and most persuasive messenger. The CONVENTION
impressions left by personal contact are
firm and long-lasting, but severely
limited by the candidate's ability to
visit individually or even in group Scenesfrom theDemocraticConvention, 1988. Mitzi Scottatcenter.
meetings with a meaningful number of
voters. elicit emotional responses, suggesting I take satisfaction in having made a
In order ofeffectiveness, other character flaws, associating risk and difference in several campaigns: it is
means ofcommunication include TV, raising doubts with the accused. important to me to have helped elect
both campaign-produced ads and However, should the ads delve too candidates who share my values or
news stories; radio ads and news deeply into personal lives or be too address issues about which I care
stories; personal contact on the door- strident or petty in tone, they can deeply. I began with the successful city
step or by phone by a campaign backfire and lose more votes than they council race ofone Neil Goldschmidt. I
representative; print news stories and win. helped him become mayor in 72, an
editorials; direct mail and campaign Political campaign communication office he held until 79 when he joined
materials. Billboards, lawn signs, and has changed over the past 22 years. President Carter's Cabinet as Secretary
bumperstickers heighten visibility, but Most notable is the dominant role of ofTransportation. In 76, 1 was Cam-
provide little information. However, TV. "The camera does not lie," and the paign Director ofa winning Congres-
they do create a sense of momentum "tube" gets voters almost as close to a sional race and was elected to four
which can attract voters in the final candidate as a handshake would. But years on the Democratic National
weeks ofa campaign. 28-second commercials and 60-second Committee. In '86, when Goldschmidt
Critical to successful campaign news stories often communicate out-of- won the race for Governor, I directed
communication is a clear and con- context, even distorted, pictures. The Campaign Finance. I've worked on
sistent message. TV ads, speeches, best defense against skewed messages dozens ofcampaigns at local, state and
mail, brochures and volunteer activities is to consult a wide array ofcommuni- federal levels, and was an elected
must be coordinated to communicate cations about a candidate: listen to all delegate to the last four national
identical messages. campaign messages and messengers conventions.
A candidate in trouble is one who before making a decision. However, the real treasures ofmy
promises expensive new social ser- two decades in politics are the wonder-
vices, yet advertises for lower taxes and ful friends I've made. For them, as well
austerity and distributes brochures as for the skills that led me to them
shhiomwoirnghecrosbtolay,rdmiunlgtia-cporliovraetdepphlaonteo.s of A candidate, unlike ajar of athnrdotuhgahtm"hyarwdoerskt,"IoafmEnginlidsehbtteatcohPerMs.C
Three separate, conflicting messages spaghetti sauce, cannot he mass- I am most grateful to both.
confuse the voter. Confusion creates produced andpersonally
lack ofconfidence, doubt, and even
mistrust. Garbled campaign messages sampled. Betweenofficialcampaign positions, Mitzi has
can be disastrous ifa shrewd opponent MbeaennagMaerrkoeftiPnorgtlDainrde'cstoErnfeorrgaynCaorncsheirtvecattuiroanlfirm,
takes advantage ofthe situation by Center, DirectorofGovernmentandCommunity
launching negative ads. AffairsforcableTVand,forthepastthreeyears,
Negative campaigning works. That's DirectorofGovemmerdRelationsfor U.S. West
why we see so much ofit. Effective Communications, OR. A
negative advertising uses issues to
SPRING 1991 7
—
I
&
Communications
Writing:
&
Pleasure Flexibility
byfreelance writer Polly Baker Best '69
"1wish theeas much pleasure in the reading, Take as many just-plain-writing special needs. I continued freelancing
as I had in thewriting.” courses as you can, read. Learn differ- and proposed an article to the
—Francis Quarles ent kinds ofwriting. Then come back magazine's editor. He wasn't
W and talk to me." interested. Hewas interested that I had
His advice was sound. After PMC, I lived in Berea, KY, and he wanted an
riting, one ofthe most flexible majored in American Literature at article about Berea College. He chose
careers on the face ofthe George Washington University. 1 took me from his field offreelancers because
earth, requires only pencil creative writing, essay writing and of my first-hand knowledge. I was
and paper. And ifone writes well, one some journalism. (DC is a great place thrilled to write an article to be read by
can write about anything under the for communications jobs because hun- thousands, to receive a healthy check,
sun. There is always a demand for dreds oforganizations have national and to return to KY to see my old
good writers because there are always headquarters there and must commu- friends!
people who need to communicate, but nicate with their members.) My first Freelance writing can be lonely ifone
don't do it well. job was on the editorial staffofthe works only at home, and getting
I've always loved words: reading National Wildlife Federation, followed assignments can be frustrating when
them, working with them to produce by several more writing and editing one begins. Some writers specialize in
My
effective combinations. first inkling positions for other national such subjects as travel, food, or busi-
that writing would be my life came organizations. ness. But for me, writing about many
when 1 worked at Newsweek the sum- topics offers learning and growth. And
mer after my freshman year. The stim- freedom to work when and where I
ulating atmosphere enthralled me, as want.
did the people, who were challenged Presently, I write for Lieberman/
and caught up in their work. Working Once published, a writer Appalucci, an advertising agency,
with words, my favorite thing, was continues to be published. which requires the above skills and
their daily activity, and they were paid more. Probably most important is
for it! common sense to deduce the best
I asked an editor how to prepare for approach. For instance, I wrote a radio
a career with a magazine like Newsweek. spot for a bank to encourage enroll-
"Don't major in journalism," he said. When my husband's job took us to ment in "55 & Better," a senior citizens'
"You'll only learn to write one way. rural KY, I wrote for the local weekly club. I needed to entice senior citizens
newspaper. Another kind ofwriting, it to listen to the spot and excite them
was a great way for an outsider to about the club. Common sense de-
learn about the town and its people. manded something they would relate
When our children were born, I free- to. I settled on a zany conversation
lanced for the chamber ofcommerce between George Burns and Gracie
and tradespeople, and then for small Allen. 1 listened to old dialogue record-
regional magazines. ings and adapted their style. I used
My big break in national media actors who imitated their voices, tap-
came from PMC classmate Mary ping into my audience's nostalgia. The
Goodbody, then editor ofThe Cook's spot proved very effective, and even
—
Magazine. Her deadline was near, won a national award the Silver
finances were tight, and she wanted a Microphone!
story about KY cooking. Would I do—it? Writing for an ad agency encourages
Talk about writing as a flexible skill learning and growth because ofthe
wrote "Kentucky Cooking" while stay- variety ofclients with different needs.
ing with our younger daughter in the My assignments range from writing
hospital! public relations and sales materials to
Once published, a writer continues consumer and industrial trade adver-
to be published. Who one knows, what tising. I've learned to write and pro-
one knows and what one has done duce videos, and television and radio
produces opportunities. A good spots. Each day is a challenge since
example is my experience with often the next project is unknown! The
American Airlines "in-flight" magazine. atmosphere is crazy most ofthe time
—
Polly BakerBest Our family moved to PA, primarily which is fun and breeds creative and
because ofour younger daughter's striking results. A
8 PINEMANORCOLLEGE
