Particularly in instances of disaster, it’s important that inner, exterior and govt communications groups collaborate to maintain everybody knowledgeable and engaged. Walgreens demonstrated the significance of this interplay throughout the pandemic and helped reset the model for future success.
Just lately, we caught up with Fraser Engerman, senior director of exterior relations at Walgreens, who led that cost, to ask him a number of questions. Engerman will probably be a speaker at Ragan and PR Every day’s upcoming Strategic Communications Convention at Microsoft headquarters in Redmond, Washington, October 19-20.
[RELATED: Join us Oct. 19-20 at Microsoft HQ in Redmond, WA for our Strategic Communications Conference]
Ragan: What ideas are you able to share with different professionals seeking to talk extra successfully?
Fraser Engerman: Observe your elevator speech! I always attempt to boil down what I would like to speak into some key soundbites. We’re all bombarded with data, and it’s typically tough to get the ear and a spotlight of your stakeholders, irrespective of who they’re. I attempt to present the important thing factors upfront and supply extra element as wanted. This behavior most likely stems from my days as a tv reporter after I had not more than a minute or two to get to the essence of the story.
What’s a very powerful factor you’ve realized as a strategic comms professional thus far?
Don’t sweat the small issues. Life is stuffed with small challenges. Attempt to preserve your eye on the larger image. That’s laborious when you’re used to placing out fires within the second. It’s about making good choices and executing to the perfect of your capacity.
How does your method to communication differ out of your colleagues in different fields?
Everybody has their very own method. My type has all the time been to be easy with no agenda apart from to get the job accomplished. I don’t imagine in being the loudest voice within the room. Humor is central to how I navigate every day. The work is severe, however I by no means take myself too significantly and having a wholesome dose of self-deprecating humor is a plus.
How do you keep updated on the most recent within the subject? Are there any sources that you simply discover significantly helpful?
I attempt to learn as a lot as I can from the most recent trade publications. Nevertheless, for me, studying the most important dailies just like the NY Instances, Washington Submit and the Wall Road Journal enable me to maintain up on information which may not have an effect on my work immediately now however actually can have an effect. Networking is one other nice strategy to sustain. Hopefully, as we ease out of the pandemic networking will probably be a precedence (not less than in particular person)!
At this yr’s Strategic Communications Convention, you’re headlining a session on taking dangers, beating adversity and making a daring tradition. Are you able to give our readers a sneak peek at what they’ll anticipate to study?
I joined Walgreens on the peak of the pandemic and needed to assume accountability for serving to lead our exterior communications by probably the most intense and tough intervals within the firm’s historical past. I realized learn how to take dangers, step outdoors the consolation zone and preserve a group collectively that was bodily aside.
For those who’d like to realize new strategic insights and communications methods for inner and govt comms, public relations, advertising and marketing and social media, be a part of us at Ragan and PR Every day’s Strategic Communications Convention, the place audio system from Walgreens, Lockheed Martin, Microsoft, Pepsico, Fb and extra will share their concepts and success tales. Register at the moment!
Jon Minnick is a convention producer for Ragan and PR Every day. Comply with him on LinkedIn.
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