Magazine article Communication World

Here's What You're Missing

Magazine article Communication World

Here's What You're Missing

Article excerpt

What if you had the opportunity to sit down one-on-one with one of the top communication professionals in the field? What would you expect to pay for that kind of counsel: $250 an hour? $1,000 for the session?

Well, either price would be a bargain if it helped solve your problem, or gave you insight you needed, all within just a few days of asking.

But, what would you think if you could get that same kind of counsel without any charge - free, zip, zilch, nada, bupkis!

You can, through CW/Online and its "Ask the Experts" feature. Whether you're a manager in a corporation or nonprofit, or a freelancer presiding over a staff of one, CWO and the "Ask the Experts" gives you a resource as close as your fingertips that can change your career.

Here's how it works. First you log onto the IABC home page on the World Wide Web, then click on CWO - you'll have to plug in your member I.D. number and password - and then go to the "Ask the Experts" section. The expert and general topic changes every two weeks, and during that time he or she accepts and answers questions from everyone who asks.

So, who are these experts? Well, here are just a few, with an extremely abbreviated summary of their lengthy credentials:

Robert Berzok, ABC, director of communication at Union Carbide Corp.; Sid Cato, head of his own company which analyzes and evaluates corporate annual reports; Mike Emanuel, ABC, former head of employee communication at DuPont, and now head of his own firm; John Freivalds, managing director JFA, an international marketing communication firm; Shel Holtz, ABC, president of Holtz Communication and Technology, and one of the leading experts on the use of technology to help meet organizational communication goals; Bill Jensen, CEO of The Jensen Group, an information architect and expert in strategic change management; Lou Williams, ABC, APR, head of his own global consulting firm; Dick-Wilmot, APR, former head of human resources at General Motors and expert on work-place trust; Frank Wylie, APR, former communication VP at Chrysler Corp., PR professor and consultant.

A topic the experts frequently address is "change." A recent expert was Michael Finley, co-author of the book "Why Change Doesn't Work." Here's a lightly edited example of a question that was asked, along with his answer. (He fielded seven other questions and they appear in full in the "Experts Archive" section.)

"We've just been hired to develop a two-year public information program for a local water agency in a southern California agricultural area (i. …

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