Corrections or additions?
These articles by Kathleen McGinn Spring and Bart Jackson were prepared for the June 12, 2002 edition of
U.S. 1 Newspaper. All rights reserved.
Despite escalating tensions, we should not fear globalization;
we should welcome it.
Systems, a global management consulting firm specializing in human
resources development, says there are a number of steps that individuals
can take to thrive in the new global economy.
Orkin speaks on feeling more confident doing business globally at
a Meeting Professionals International seminar on Wednesday, June 12,
at 5:30 p.m. at the Bridgewater Marriott. Call 732-536-5135.
Orkin holds a bachelor’s degree from the University of Michigan, a
master’s from Columbia, and a Ph.D. from Rutgers in adult education.
He now works with both U.S. and international professionals, preparing
them to do business globally.
As a full-time faculty member at Rutgers for seven years, Orkin was
coordinator of the Rutgers Corporate Program, where he designed, developed,
and implemented global training programs for Fortune 100 corporations.
Orkin, who has spent considerable time living abroad, has been a communication
skills consultant for Time T.I. Communications, a Japanese company,
where he worked with executives at many Japanese companies, including
Honda, Toyota, JVC, C. Itoh Trading, Sumitomo Bank, and Kawasaki Steel.
Orkin speaks Japanese, Spanish, and Portuguese, and has a working
knowledge of Korean and Italian.
Gizmo is more than a device. It is
your personal and divine link with the rest of the entire cosmos."
So exuded this fictional super PC’s inventor in Anthony Clarvoe’s
new play, Ctrl+Alt+Delete. Truly, there lies within us a romantic
desire to weld all our tangles of communication — from lips to
phone to magnetic ‘Net — everything into one single, hand-held
unit. And while the total-purpose gizmo currently alludes our grasp,
we teeter on the brink of a convergence that can make lives simpler
and businesses much more profitable.
Business people wanting to weave the strands of communication into
a more effective and technically continuous fabric should attend "Solutions
that Improve Your Bottom Line," on Wednesday, June 12, at 2:30
p.m., and again on Thursday, June 13, at 1 p.m., at the Garden State
Exhibition Center in Somerset. Speakers include
several other design and applications engineers from Expanets, a national
company with offices in Bound Brook, Hackensack, and Mount Laurel.
This roundtable will discuss many of the Internet protocol (IP) links
and how they can be applied to solve individual business needs.
The seminar is one of 20 such workshops included in the New Jersey
Technology Showcase, which will take over the Garden State Exhibition
Center from 10 a.m. to 4 p.m. on June 12 and 13. Entrance is complimentary:
To register visit www.goitec.com. The New Jersey Technology Council
is a host, which is organized by trade show company ITEC, and sponsored
by Microsoft, Intel, Gateway, and other major computer players.
"Most of us just don’t have any idea of current convergence-IP
capabilities," says Estev, an applications sales consultant with
Expanets. "We still think of voiceover IP telephony as strictly
a way to avoid paying for long distance calls." Yet Estev for
decades has helped develop and apply the cutting edge of communications
technology. A native of Vernon, this up-through-the-ranks engineer
refers to himself as a 38-year veteran of a four-year-old company
with a 135-year history. This seeming riddle is solved by realizing
that both Estev and his current firm are spinoffs from the research
and develop arm of old AT&T.
Estev insists that today’s plug-and-play IP architecture affords businesses
a lot more flexibility and cost savings than they are using. It’s
strictly a matter of learning and saving, he says.
unification of all communications — telephone, TDM, PCs —
all of it onto a single platform. The client chooses and communicates
via one medium. Within a firm of as few as five users, such single-mode
linking makes for a great savings in hardware alone.
Collaborating data beyond one’s own corporate confines already has
shown itself a cost-reducing tool. In the constant battle for zero-base
inventory, manufacturers now share their immediate needs on-line with
suppliers who ship the exact amount required for the day’s run. The
shipment goes from dock to assembly line. Expensive warehousing and
over-transportation are avoided.
says Estev, "changes the old call center to a customer contact
center." More than nomenclature hype, the contact center affords
both the telephone’s immediate discussion between sales person and
customer, plus the entire realm of product information available on
the web. Thus, when a mail order customer calls L.L. Bean seeking
a sleeping bag for her Peruvian expedition, she can find a lot more
than the range of sizes and colors listed in the catalog. Her call
center contact can give her fabric durability statistics, and can
instantly access a chart comparing the degree-comfort ranges versus
weight of several bags. The customer can discuss her needs with a
call center contact, who has a vast store of in-depth product details
at her fingertips.
In the realm of high tech, for both hardware and software,
such teleinterchange is an ideal troubleshooting tool. The enraged
and ensnared customer facing the woes of a particularly sticky lump
of software can send an exact vision of his problems to the supplier’s
call center. The repair person sees the screen exactly as his customer
sees it, and makes the fix from home. The customer receives immediate
aid, and our repair genius can sit cozily at home in his bathrobe,
never having to leave his hearth to venture out for a drive to the
with a minimum of chase and hassle remains a large part of what separates
successful from struggling firms. Several townships, in an effort
to make payment easier, have set up payment systems via credit cards
for property taxes. "We have seen increases in local tax payments
of up to 18 per cent annually," says Estev. Linking customers
and suppliers into such revolving payment plans can move your bill
into a category of general operating expense, rather than a slug in
the gut to be avoided.
into a single media saves drastically on hardware. But the unity of
programming also can save on time and operating cash. American Express
receives up to 20,000 client calls a day. By having the caller ID
capability linked into the operator’s screen, the operator can greet
callers with a cheery "Hello, Mr. Smith," while looking at
full account records. This shaves four seconds from each one of those
Significant savings need not involve so grand a scale. The 400,000
volumes circulated annually by South Brunswick Public Library entail
a transaction of 30 seconds each. Installing a link that reduced that
time by three seconds saved thousands of dollars.
standard paper chase and getting him all "entered in" is a
total waste of time, says Estev. Typically, a newcomer is signed in
with an E-mail server, an Internet server, a human resource server,
a voice mail server, and more. With flexible, single-entry linking,
the individual’s name and a few vital facts are typed in once. In
addition, his name and duties can go into the directory and be shipped
out to various essential customers and suppliers. He can also be put
into the loop for certain categories of memos and in-house publications.
Topsie, just grew. The phone, the fax, the web, with all of its tangents,
each came about independently, as a new wonder, with never a thought
of fitting in with the past or future. While it been fun and challenging
playing with all these new communications toys separately, maybe it’s
time we put them all together and make the machines do what they were
invented to do — work for us.
— Bart Jackson
Busy doing the good works they do, many non-profits
fall short of their potential for want of a little ink — or a
few seconds of air time. The same is true of a good many small companies.
But lack of time is not the only reason that so many small and growing
enterprises do not get the publicity that leads to growth. There is
a fear that getting the word out just costs too much. But, says
Young, owner of East Brunswick-based Susan Young Media Relations,
good publicity often calls more for creative thinking than for cash.
She reveals secrets of low-cost — and no-cost — PR when she
speaks on "Media, Motivating, and Marketing Without Money"
on Friday, June 14, at 8:30 a.m. at the Crowne Plaza hotel in Clark.
Also sharing low-cost success strategies at this event are
Kivler of Titusville-based Kivler Communications and
Carey of Noriton, Pennsylvania-based Small Talk Marketing and Communications.
Cost: $149. Call 609-737-8157.
"So many times," says Young, "people in non-profits tell
me `we’re the best kept secret.’" Her response: "Let’s let
the cat out of the bag." Stealth mode is not where the successful
enterprise wants to be. A mindset that holds down many non-profits,
she says, is "we think of ourselves as small, as struggling to
get money." Think big, is her advice. Get out there and compete
for attention inches with the best of them. Cleverly targeted news
about an organization can lead not only to stories in the local press,
but also to alliances with larger entities.
"We’re in a great place," says Young. "We’re surrounded
by big corporations and foundations. But if no one knows who you are,
the dollars go elsewhere."
Think of happy, early memories, says Young. Chances are listening
to a parent or grandparent read a story will make the list. "Everyone
loves a great story," she says. She is convinced that every organization
has many to tell. A graduate of Quinnipiac University, Young has been
a stringer for ABC news and the Associated Press, a member of Christie
Whitman’s office of radio and television, and a radio anchor and news
director. On the receiving end of the news, she has observed successful
— and not so successful — techniques for attracting positive
media attention. Here are some low-cost ideas that work:
tips on planning a foolproof vacation with toddlers. Dermatologist
might offer advice on enjoying the outdoors without upping the risk
for skin cancer. Garden center owners could weigh in with ideas for
creating inviting outdoor living spaces. Accountants could provide
a service by analyzing the tax pros and cons of purchasing an investment
property by the sea.
Generally speaking, says Young, offering to provide advice is a much
surer route to press coverage than is sending a generic folder of
for a three-page handout," says Young. As a newsperson, her attitude
was: "What’s it about? Tell me upfront, in one or two lines."
She didn’t have the time to dig more deeply, or to re-read obtuse
text. Decision makers in news rooms may receive several hundred letters,
faxes, E-mails, and phone calls in a day. Vague, over-long, or jargon-filled
missives often land in the trash.
Young points out. For every story, the newsperson automatically wonders
"how does this affect people?" Framing a media pitch with
its effect on people right at the top makes it easier for the newsperson
to see where it might fit in. For instance, the announcement of a
business expansion may draw more attention if it starts with the number
of new jobs that will be created. And a breakthrough in dental technology
will get more press if it leads with statistics on how it will cut
patients’ pain, or time in the chair, or number of cavities.
one size does not fit all. It’s a lot easier to send the same pamphlet
to everyone, but most often a waste of time and money. For radio,
Young was most receptive to a six-sentence story accompanied by a
sound bite. A magazine with a small staff often is swayed by a promise
of photographs. A television station wants a story with fresh visual
and newspapers cover events and write about them afterwards. Others
largely, or only, write previews of events before they occur. Trying
to pitch the story the other way around, a common occurrence, is likely
only to annoy an editor.
is a very fine line between being persistent, and being a pest,"
she says. She suggests starting each call to a media outlet by asking
"Is this a good time for you?"
aspect of business, placing stories sometimes comes down, at least
in part, to who you know. Instead of calling a reporter repeatedly
to pitch the same story, try to make his job easier by finding out
the kinds of stories he needs, and supplying them.
proposed stories will not find a home. "There are no guarantees,"
is the way Young puts it. Your company may have come up with a pill
that cures baldness in a single dose with no side effects, but if
it hits the market on a day when the Bush twins visit the Jersey Shore
for a week-end of bar hopping, the story may not get much play.
Corrections or additions?
This page is published by PrincetonInfo.com
— the web site for U.S. 1 Newspaper in Princeton, New Jersey.