This is what I love about public relations! On Saturday, Oct. 9, I received the call I'd been waiting for. The CEO of Layne Christensen, my client of 18 years, called to inform me that the company's drillers had been successful in reaching the 33 miners in Chile, setting the stage for their dramatic rescue a few days later.
He authorized me to start our PR effort, so that night I wrote a news release describing the team effort of Layne Christensen and its Latin American affiliate Geotec Boyles Bros. in successfully drilling the rescue shaft.
We distributed the release internationally through Globe Newswire at noon Sunday, Oct. 10, starting an onslaught of calls and e-mails from media around the world. We heard from news outlets in Singapore, Paris, Canada, the BBC in London and Radio New Zealand. Calls also came from CNN, Fox News, Bloomberg, MSNBC, the Washington Times, and broadcast outlets and newspapers in Atlanta, Detroit, Los Angeles, Kansas City and Denver.
We had to turn down Larry King and Al Roker because of scheduling conflicts, but did arrange interviews on Fox News Network, Anderson Cooper on CNN and many others. One of the drillers, Jeff Hart, almost became a household name.
The CEO, drillers and other team members even accepted an invitation to the White House, receiving official recognition on Oct. 28 from President Obama.
The definition of PR I've always liked is: "Doing good things and then telling people about them." That was certainly true in this case. It was a once-in-a-lifetime opportunity to share good news with a global audience numbering in the hundreds of millions. I've loved every minute of it!
Here's the news release that launched our PR campaign:
Layne Christensen Drillers Reach Trapped Miners in Chile
It’s a Joint Effort of Layne Christensen and Latin American Affiliate Geotec
MISSION WOODS, Kan., Oct. 10, 2010 – “Plan B” worked. Winning the three-way race to reach the 33 miners trapped in Chile since Aug. 5, drillers from Kansas City-based Layne Christensen Co. broke through at 8 a.m. Saturday.
“This success required the extra special knowledge and skills only our team could provide,” said Dave Singleton, water resource division president for Layne Christensen.
About two weeks after the collapse, Layne’s Latin American affiliate Geotec Boyles Bros. brought in a Schramm T130 tophead drill. Layne also sent in two drillers, Jeff Hart and Matt Staffel, who had been drilling water wells in Afghanistan to support U.S. troops stationed there. Assisting the drillers were two Spanish-speaking drilling helpers, Doug Reeves and Jorgé Herrera, from Layne’s western region in the U.S.
Working as a team, Layne and Geotec drilled a 5-inch hole nearly 2,300 feet, reamed it to 12 inches and finally to 28 inches in diameter – large enough to accommodate the “Phoenix” rescue capsule. A cheer went up as families and rescue workers joined in a celebration when the drill broke through. “I’m on top of the world,” Hart told a TV reporter.
It took the drillers 33 days to reach the 33 miners. “Had Layne and Geotec not been there, it probably would have taken until Christmas for ‘Plan A‘ or ‘Plan C‘ to break through,” Singleton noted. “We cut more than two months from the original estimate.”
“It’s a first for our company to be involved in a rescue effort like this,” added President and CEO Andrew B. Schmitt. “It’s also noteworthy that we’re celebrating our 15th anniversary with our Latin American affiliates,” he said. In 1995 Layne merged with Christensen Boyles Corp. and became the joint-venture partner with the Boytec group of companies in Latin America.
Now in its third century of operations, Layne started in 1882 as a water-well drilling company in the Badlands of South Dakota. Headquartered in Mission Woods, Kan., a Kansas City suburb, the Nasdaq-traded company operates worldwide, providing products and services for the water, mineral, construction and energy markets.
Sunday, October 31, 2010
Monday, September 20, 2010
Using PR to Promote Book by Former K-State President
Once again public relations is proving to be an effective communications and sales tool, in this case to promote the book written by a former president of Kansas State University.
In the years since I studied journalism at K-State (and later at the University of Missouri), the avenues for spreading the word have expanded. Here's how the distribution has changed:
1970s – Mailed releases.
1980s – Mailed or faxed releases.
1990s – Mailed, faxed and started e-mailing releases.
2000s – E-mail releases. Post them on websites. Use online distribution services, especially for public companies and international distribution. Use blogs and social media for additional distribution and to create "buzz."
Some things haven't changed, though. The media still want news releases written in Associated Press news style that cover the “who, what, where, when, why and how." And you still have to have a timely story or news angle.
Here's the release for Duane Acker's book about K-State, available in hardcover, softcover and e-book versions at www.iuniverse.com/bookstore:
K-State President, 1975-86, Recounts Stories in New Book
MANHATTAN, KAN. ... In his just-released book Duane Acker, Kansas State University president from 1975-86, offers a behind-the-scenes look into happenings during his tenure, recounting many stories that are still relevant today. Because events often came in pairs, he titled the book “Two at a Time.”
The book offers candid descriptions of the inner workings of a major university, ranging from the humorous – when margarine was served at a dairy luncheon – to the more serious, such as athletics finances, academic freedom and student concerns. As recounted in an article in the Fall 2010 issue of The K-Stater alumni magazine, he also revisits his handling of disruptive protesters at a guest lecture in McCain Auditorium.
“The book is an honest and straightforward look at the unique challenges of a major land-grant university,” notes William H. Johnson, who was director of the Engineering Experiment Station in the College of Engineering during the 1980s. "While Acker cites his successes, he also does not avoid discussing mistakes he made."
“Athletics consumed much of Acker’s energy as he went against the common view of the conduct of department management,” said Elizabeth Unger, then associate faculty representative to the NCAA and still a K-State faculty member today. “It was difficult but paid large dividends for both men’s and women’s athletics.”
“Acker’s recollections are narrated with candor and humor, offering descriptions of dealings with students, staff, alumni and policymakers, recalling his personal experiences with budgets, athletics and the Nichols Hall renovation,” said Richard Reinhardt, a K-State graduate and farmer near Erie, Kan., who was on the Kansas Board of Regents during Acker’s presidency.
Acker also shares his and his wife Shirley’s apprehensions and satisfactions at the end of 11 years in the presidency, and their experiences after leaving K-State.
The book will be of interest to those involved then or now with K-State or other universities in the state, as well as to current and aspiring academic leaders. “Two at a Time” is available from the publisher, iUniverse, www.iuniverse.com/bookstore, in hardcover, $31.95: softcover, $21.95; and e-book, $9.99.
In the years since I studied journalism at K-State (and later at the University of Missouri), the avenues for spreading the word have expanded. Here's how the distribution has changed:
1970s – Mailed releases.
1980s – Mailed or faxed releases.
1990s – Mailed, faxed and started e-mailing releases.
2000s – E-mail releases. Post them on websites. Use online distribution services, especially for public companies and international distribution. Use blogs and social media for additional distribution and to create "buzz."
Some things haven't changed, though. The media still want news releases written in Associated Press news style that cover the “who, what, where, when, why and how." And you still have to have a timely story or news angle.
Here's the release for Duane Acker's book about K-State, available in hardcover, softcover and e-book versions at www.iuniverse.com/bookstore:
K-State President, 1975-86, Recounts Stories in New Book
MANHATTAN, KAN. ... In his just-released book Duane Acker, Kansas State University president from 1975-86, offers a behind-the-scenes look into happenings during his tenure, recounting many stories that are still relevant today. Because events often came in pairs, he titled the book “Two at a Time.”
The book offers candid descriptions of the inner workings of a major university, ranging from the humorous – when margarine was served at a dairy luncheon – to the more serious, such as athletics finances, academic freedom and student concerns. As recounted in an article in the Fall 2010 issue of The K-Stater alumni magazine, he also revisits his handling of disruptive protesters at a guest lecture in McCain Auditorium.
“The book is an honest and straightforward look at the unique challenges of a major land-grant university,” notes William H. Johnson, who was director of the Engineering Experiment Station in the College of Engineering during the 1980s. "While Acker cites his successes, he also does not avoid discussing mistakes he made."
“Athletics consumed much of Acker’s energy as he went against the common view of the conduct of department management,” said Elizabeth Unger, then associate faculty representative to the NCAA and still a K-State faculty member today. “It was difficult but paid large dividends for both men’s and women’s athletics.”
“Acker’s recollections are narrated with candor and humor, offering descriptions of dealings with students, staff, alumni and policymakers, recalling his personal experiences with budgets, athletics and the Nichols Hall renovation,” said Richard Reinhardt, a K-State graduate and farmer near Erie, Kan., who was on the Kansas Board of Regents during Acker’s presidency.
Acker also shares his and his wife Shirley’s apprehensions and satisfactions at the end of 11 years in the presidency, and their experiences after leaving K-State.
The book will be of interest to those involved then or now with K-State or other universities in the state, as well as to current and aspiring academic leaders. “Two at a Time” is available from the publisher, iUniverse, www.iuniverse.com/bookstore, in hardcover, $31.95: softcover, $21.95; and e-book, $9.99.
Sunday, August 29, 2010
"If it were my own money, would I spend it on this project?"
For years I have asked myself this question before making a recommendation to a client. In fact, I included it in a brochure to promote my newly founded business in 1992.
Why ask it? Because if you don't, you risk recommending projects that will make money for you, but won't get results for your client.
Here are some examples from my experience:
Feature Articles – Sometimes a client or prospect desperately wants positive feature coverage, but doesn't have a story angle the media would be interested in. It's my job to let them know – and then think creatively to find an angle I can successfully "pitch" to an editor.
Brochures – My graphic designer associate and I once talked a client out of doing a brochure, and recommended direct mail pieces instead. We probably would have profited more from a brochure, but it wouldn't have worked as well in selling the company's services.
Special events – A major oil company wanted to do a bike race across the country. I pointed out that it made no sense from a PR standpoint to promote a mode of transportation that didn't use their product...gasoline. We developed a different proposal that was more effective as well as less expensive.
By now I have enough experience to have confidence in whether an idea will work. If I don't think it will, I tell the client that "If it were my money, I wouldn't spend it this way." That gets their attention. I used this criterion just last week with a client as we discussed his advertising budget. He appreciated the alternative recommendations we came up with.
In the long run, this is also the best approach for my business's success. When clients get results from my PR efforts, they come back for more!
Why ask it? Because if you don't, you risk recommending projects that will make money for you, but won't get results for your client.
Here are some examples from my experience:
Feature Articles – Sometimes a client or prospect desperately wants positive feature coverage, but doesn't have a story angle the media would be interested in. It's my job to let them know – and then think creatively to find an angle I can successfully "pitch" to an editor.
Brochures – My graphic designer associate and I once talked a client out of doing a brochure, and recommended direct mail pieces instead. We probably would have profited more from a brochure, but it wouldn't have worked as well in selling the company's services.
Special events – A major oil company wanted to do a bike race across the country. I pointed out that it made no sense from a PR standpoint to promote a mode of transportation that didn't use their product...gasoline. We developed a different proposal that was more effective as well as less expensive.
By now I have enough experience to have confidence in whether an idea will work. If I don't think it will, I tell the client that "If it were my money, I wouldn't spend it this way." That gets their attention. I used this criterion just last week with a client as we discussed his advertising budget. He appreciated the alternative recommendations we came up with.
In the long run, this is also the best approach for my business's success. When clients get results from my PR efforts, they come back for more!
Saturday, July 31, 2010
What Family-owned Businesspeople Learned from Dad and Mom
After I posed a question on The Family Owned Business Network, a LinkedIn discussion group, I found the responses both heartwarming and enlightening.
I started by recounting advice from my own parents:
My dad always said, "In college, learn how to DO something." As an International Harvester farm implement dealer, he was frustrated by college grads with a degree in anthropology or world history who applied for a job. "But what can you DO?" my dad would ask them. I followed his advice and got a journalism degree. I still use what I learned every day.
My mom's advice was, "Don't leave things to the last minute." She said that if she didn't have her Christmas shopping done by October 1, it made her nervous! So from her I learned to organize and meet deadlines. I went through four colleges in 3 years, and graduated early. I'm so glad I did because if I'd graduated when I was supposed to, my dad wouldn't have lived to see it...
Here are excepts of what the responders have said:
Sherman Titens – Do what you will be happy doing, and
try to make a difference.
Teresa Mason – Have fun doing what you do, always conduct yourself with integrity, nurture and respect those who work for you.
Tom Deans, Ph.D. – My father taught me to never confuse my love of "business" with my love of "his business." Not gifting his business to me paradoxically proved to be his greatest gift.
Paul Andrews – Have a passion and belief in what you do, do it to the best of your ability, and be honest with yourself so you can make the best decision for the business.
Danette Kohrs – Gain the strength to never quit. Learn skills in flexibility and problem solving.
Raj Bhattarai – Be in business not for myself, but for others. Always think of others' problems and prosperity.
Rick Thomas – Work hard, be honest and always keep your word.The only way to get ahead in the world is to earn what you get.
Gary Brown – Duty, honor, country, family and only in God do you trust.
Bob Bennett – Subscribe to Benjamin Franklin's adage "early to bed and early to rise." Also, "the words never spoken are never eaten."
Nancy McAuley – Work hard and give to help others. Live by the golden rule.
Lori J. Baker – All my parents' hard work and long hours paid off, and were a good lesson for the kids - my two sisters and I are all business owners too!
Stephen Ford – Running a business takes commitment. Business problems aren't family problems - keep them separate.
Theresa A. Henderson – Write down that idea. Listen, because others ideas can be better than yours. Being honest will carry you a long ways. Do good deeds, go that little extra mile, and when asked how it can be repaid, tell them to pass it on.
Martin Stepek – Letting good people learn from their mistakes usually gets you loyalty and quality in return, two attributes most family businesses feel strongly about.
Norman Craig – If you give your best effort in everything you do, you will be rewarded in life. Treat people with dignity, integrity, trust and respect.
Jeff Noble – The harder you work, the luckier you will be. Luck is really when preparation meets opportunity.
Bruce Clinton – Personal goals are real and should be recognized as so. Don't burn bridges because of pride.
The advice may vary, but what everyone agrees on is that we're glad we learned valuable lessons from our parents. Collectively, we say: "Thanks, Dad!" "Thanks, Mom!"
I started by recounting advice from my own parents:
My dad always said, "In college, learn how to DO something." As an International Harvester farm implement dealer, he was frustrated by college grads with a degree in anthropology or world history who applied for a job. "But what can you DO?" my dad would ask them. I followed his advice and got a journalism degree. I still use what I learned every day.
My mom's advice was, "Don't leave things to the last minute." She said that if she didn't have her Christmas shopping done by October 1, it made her nervous! So from her I learned to organize and meet deadlines. I went through four colleges in 3 years, and graduated early. I'm so glad I did because if I'd graduated when I was supposed to, my dad wouldn't have lived to see it...
Here are excepts of what the responders have said:
Sherman Titens – Do what you will be happy doing, and
try to make a difference.
Teresa Mason – Have fun doing what you do, always conduct yourself with integrity, nurture and respect those who work for you.
Tom Deans, Ph.D. – My father taught me to never confuse my love of "business" with my love of "his business." Not gifting his business to me paradoxically proved to be his greatest gift.
Paul Andrews – Have a passion and belief in what you do, do it to the best of your ability, and be honest with yourself so you can make the best decision for the business.
Danette Kohrs – Gain the strength to never quit. Learn skills in flexibility and problem solving.
Raj Bhattarai – Be in business not for myself, but for others. Always think of others' problems and prosperity.
Rick Thomas – Work hard, be honest and always keep your word.The only way to get ahead in the world is to earn what you get.
Gary Brown – Duty, honor, country, family and only in God do you trust.
Bob Bennett – Subscribe to Benjamin Franklin's adage "early to bed and early to rise." Also, "the words never spoken are never eaten."
Nancy McAuley – Work hard and give to help others. Live by the golden rule.
Lori J. Baker – All my parents' hard work and long hours paid off, and were a good lesson for the kids - my two sisters and I are all business owners too!
Stephen Ford – Running a business takes commitment. Business problems aren't family problems - keep them separate.
Theresa A. Henderson – Write down that idea. Listen, because others ideas can be better than yours. Being honest will carry you a long ways. Do good deeds, go that little extra mile, and when asked how it can be repaid, tell them to pass it on.
Martin Stepek – Letting good people learn from their mistakes usually gets you loyalty and quality in return, two attributes most family businesses feel strongly about.
Norman Craig – If you give your best effort in everything you do, you will be rewarded in life. Treat people with dignity, integrity, trust and respect.
Jeff Noble – The harder you work, the luckier you will be. Luck is really when preparation meets opportunity.
Bruce Clinton – Personal goals are real and should be recognized as so. Don't burn bridges because of pride.
The advice may vary, but what everyone agrees on is that we're glad we learned valuable lessons from our parents. Collectively, we say: "Thanks, Dad!" "Thanks, Mom!"
Monday, May 31, 2010
A Time to Honor our Veterans
Originally called Decoration Day, a date set aside for decorating the graves of Civil War dead, Memorial Day is now a time to honor all of America's war dead. This year the day again started early with a ceremony of the Marine Corps League at Mount Moriah cemetery in Kansas City, Mo.
It was a perfect setting for honoring those lost in two centuries of wars, including the Korean Conflict, often called “the forgotten war.” Participating in the wreath placement were Scott and Candy Wasser, Gold Star parents of Lance Cpl. Christopher Wasser, killed in action in 2004 in Iraq.
On June 3 I will be a guardian on my second Honor Flight, assisting three World War II veterans during a one-day trip to Washington, D.C., to visit the World War II memorial, Arlington National Cemetery, and the Vietnam, Korean and Iwo Jima memorials. It is an honor indeed to escort these notable veterans, a Marine and two Army veterans.
It was a perfect setting for honoring those lost in two centuries of wars, including the Korean Conflict, often called “the forgotten war.” Participating in the wreath placement were Scott and Candy Wasser, Gold Star parents of Lance Cpl. Christopher Wasser, killed in action in 2004 in Iraq.
On June 3 I will be a guardian on my second Honor Flight, assisting three World War II veterans during a one-day trip to Washington, D.C., to visit the World War II memorial, Arlington National Cemetery, and the Vietnam, Korean and Iwo Jima memorials. It is an honor indeed to escort these notable veterans, a Marine and two Army veterans.
Friday, April 30, 2010
10 Tips for Getting the Most Benefits From Association Meetings
Associations have been very, very good to me. Here are just a few of the benefits I have gained:
• I learned about a job opening at Hallmark during an industrial editors association meeting. The job lasted 11 years. I learned a lot, and made lifelong friends.
• Soon after joining The Central Exchange, I got a lead to the Kansas City Direct Marketing Association, which became a long-time client. That in turn has led to many other clients, including Country Club Bank.
• Even more life-changing, I met my husband Larry while attending a luncheon of the Electric Association.
Getting the full benefit from associations, though, requires more than just attending the occasional meeting. You need a strategy. Here are 10 tips I recommend:
1. Join a few organizations and attend as many of their meetings as you can. It's an investment that will pay off in new contacts and potential clients.
2. Dress in business attire that will make a good impression. Even on "casual Friday" it's not advisable to look like you're planning to clean the garage.
3. Arrive early enough to network. Ask for the other person's card and for permission to send them a LinkedIn or Facebook invitation. When the conversation wanes, simply suggest that you both go mingle some more.
4. On your nametag, write your first name in big, clear letters and your last name somewhat smaller. Most professional networkers recommend wearing your nametag on the right side, making it easier to glance up and read it while shaking your hand.
5. When giving your name, pause a half a best between your first and last name, to give it a chance to sink in. Also have your "elevator speech" ready. When asked what I do, I say, "I make companies famous in a positive way...through the media." Often people will respond, "Oh, public relations!"
6. Sit with people you don't already know. I'm always amazed at coworkers who spend the whole time together, and barely talk to anyone else.
7. While listening to the speaker, think of an intelligent question you can ask. It makes you more visible, and the speaker will appreciate having at least one question to answer.
8. Before you leave, make it a point to introduce yourself to one more person. Often that individual will turn out to be the best contact you've made. For example, Larry Pepperdine was the last person I met at that Electric Association luncheon. The rest is history.
9. Soon after the meeting, follow up with the new contacts you've made.
10. Volunteer for a committee at some point. That's the best way to build relationships with the top people in the organization. And if you become a board member, it will look good on your resume and your LinkedIn profile.
When you attend association meetings strategically, you can gain many benefits. Jobs. Clients. Referrals. Industry knowledge. Friends. Possibly even your future spouse!
• I learned about a job opening at Hallmark during an industrial editors association meeting. The job lasted 11 years. I learned a lot, and made lifelong friends.
• Soon after joining The Central Exchange, I got a lead to the Kansas City Direct Marketing Association, which became a long-time client. That in turn has led to many other clients, including Country Club Bank.
• Even more life-changing, I met my husband Larry while attending a luncheon of the Electric Association.
Getting the full benefit from associations, though, requires more than just attending the occasional meeting. You need a strategy. Here are 10 tips I recommend:
1. Join a few organizations and attend as many of their meetings as you can. It's an investment that will pay off in new contacts and potential clients.
2. Dress in business attire that will make a good impression. Even on "casual Friday" it's not advisable to look like you're planning to clean the garage.
3. Arrive early enough to network. Ask for the other person's card and for permission to send them a LinkedIn or Facebook invitation. When the conversation wanes, simply suggest that you both go mingle some more.
4. On your nametag, write your first name in big, clear letters and your last name somewhat smaller. Most professional networkers recommend wearing your nametag on the right side, making it easier to glance up and read it while shaking your hand.
5. When giving your name, pause a half a best between your first and last name, to give it a chance to sink in. Also have your "elevator speech" ready. When asked what I do, I say, "I make companies famous in a positive way...through the media." Often people will respond, "Oh, public relations!"
6. Sit with people you don't already know. I'm always amazed at coworkers who spend the whole time together, and barely talk to anyone else.
7. While listening to the speaker, think of an intelligent question you can ask. It makes you more visible, and the speaker will appreciate having at least one question to answer.
8. Before you leave, make it a point to introduce yourself to one more person. Often that individual will turn out to be the best contact you've made. For example, Larry Pepperdine was the last person I met at that Electric Association luncheon. The rest is history.
9. Soon after the meeting, follow up with the new contacts you've made.
10. Volunteer for a committee at some point. That's the best way to build relationships with the top people in the organization. And if you become a board member, it will look good on your resume and your LinkedIn profile.
When you attend association meetings strategically, you can gain many benefits. Jobs. Clients. Referrals. Industry knowledge. Friends. Possibly even your future spouse!
Sunday, March 28, 2010
What's in a Name? What if you change it?
Your name is your brand, so what happens when you change it? This can be an important issue, especially for women, who may change their last names through marriage or divorce one or more times during their careers.
When corporations change their brand names, they often spend millions on TV advertising and direct mail to re-educate customers. Women certainly can't afford that, but can use less expensive methods. About 10 years ago I created a mailing for two female principals of a consulting firm who needed to notify clients and prospects that they had changed their names, one by marriage and one by divorce.
Recently I suggested to Diane Stafford that she write a column about this issue. Her article, focusing on my experience, appears in the March 28, 2010, Kansas City Star. Read it at http://tinyurl.com/yj2wxy4
In my own career I have changed my last name twice. I started with my first married name, Suzy Brown, while I was at Hallmark, Barkley & Evergreen and my first year at Kansas City Power & Light. Then I got divorced and decided to return to my maiden name, Selby, thinking I would keep it forever. Adding to the confusion, I also started going by Susan because it sounds more professional than Suzy Selby.
But less than three years later, I remarried and changed to Pepperdine. Larry thought it was important that we have the same name, though his three children were grown by then. I told him it was easy for him to say. Unlike me, he didn't have to change his name on 66 records, ranging from credit cards to my driver's license.
Working with the media created another problem since they couldn't recognize me over the phone. When I called a TV station, for example, I’d have to say, “This is Susan Pepperdine. You might remember me as Susan Selby or Suzy Brown...” before I could pitch my story idea.
Some women also have a problem when job hunting. One associate said she thinks she once lost out on a job once because she forgot to tell the prospective employer she had changed her name when she got married. So when they called her previous employer for a reference, the company had no idea who they were asking about. "I learned my lesson," she said, and edited her LinkedIn profile to include her maiden name.
I did the same thing. So if anyone is looking for the Suzy Brown they knew at Hallmark, they'll have a better chance of finding me.
Have you changed your name in the course of your career? What impact has it had on your "brand identity"?
When corporations change their brand names, they often spend millions on TV advertising and direct mail to re-educate customers. Women certainly can't afford that, but can use less expensive methods. About 10 years ago I created a mailing for two female principals of a consulting firm who needed to notify clients and prospects that they had changed their names, one by marriage and one by divorce.
Recently I suggested to Diane Stafford that she write a column about this issue. Her article, focusing on my experience, appears in the March 28, 2010, Kansas City Star. Read it at http://tinyurl.com/yj2wxy4
In my own career I have changed my last name twice. I started with my first married name, Suzy Brown, while I was at Hallmark, Barkley & Evergreen and my first year at Kansas City Power & Light. Then I got divorced and decided to return to my maiden name, Selby, thinking I would keep it forever. Adding to the confusion, I also started going by Susan because it sounds more professional than Suzy Selby.
But less than three years later, I remarried and changed to Pepperdine. Larry thought it was important that we have the same name, though his three children were grown by then. I told him it was easy for him to say. Unlike me, he didn't have to change his name on 66 records, ranging from credit cards to my driver's license.
Working with the media created another problem since they couldn't recognize me over the phone. When I called a TV station, for example, I’d have to say, “This is Susan Pepperdine. You might remember me as Susan Selby or Suzy Brown...” before I could pitch my story idea.
Some women also have a problem when job hunting. One associate said she thinks she once lost out on a job once because she forgot to tell the prospective employer she had changed her name when she got married. So when they called her previous employer for a reference, the company had no idea who they were asking about. "I learned my lesson," she said, and edited her LinkedIn profile to include her maiden name.
I did the same thing. So if anyone is looking for the Suzy Brown they knew at Hallmark, they'll have a better chance of finding me.
Have you changed your name in the course of your career? What impact has it had on your "brand identity"?
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