Crosstown Moves

Expansions

Leaving Town

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This article was prepared for the December 12, 2001 edition of

U.S. 1 Newspaper. All rights reserved.

Spreading the Word: PR & Marketing

Almost any entrepreneur starts with high hopes and

expectations,

but Juliet Shavit may have higher hopes than most. The college student

who talked herself into a good intern’s job at the New Yorker magazine

has moved from last year’s home office to a three-room 750-foot space

on Roszel Road. She has one full-time and one-part time employee and

has tripled in size.

"Your expectations are set high when you report to somebody like

Tina Brown," says Shavit, naming the eminent and controversial

British-born former editor of the celebrated magazine. "I started

off with the best, and that gave me confidence to work with anyone.

And there is my personal pride. Even if I have to charge a little

less to win an account, I want my work to be the best it can possibly

be."

Shavit’s account of her internship has a bit of Horatio (or

Henrietta?)

Alger in it. The New Yorker limited its internships to summer jobs,

mostly for Ivy Leaguers, but Shavit called to ask for one when she

was a New York University undergraduate. She called and called. After

six months they offered her a chance to work in the public relations

department, which deals with both editorial and business departments.

"It was a gold mine of knowledge and literature. I learned more

at the New Yorker than I would ever have learned in school."

She struck up a relationship with the poetry editor, who later agreed

to be an advisor on her thesis on Sylvia Plath. Her projects included.

for instance, researching the recurrence of dogs in New Yorker

cartoons.

"I was getting credits for it, and I by taking an extra course

every year, plus the work/study, I had enough credits to graduate

a year early. And when they did an event at NYU, they let me do the

publicity for it. I had such a good time and made such wonderful

contacts."

"Just the atmosphere was memorable," says Shavit.

"Everyone

took so much pride in what they were doing, even if they were the

messengers bringing galleys from one office to the next. Most of the

assistants had master’s degrees. One person in the editorial

department

— his sole purpose was to greet people, he monitored the halls

and sat there, wearing suspenders and smoking a cigar, and he knew

every author."

Her former boss, now a vice president at Conde Nast, took Shavit under

her wing. When — like many newcomers to the real world workplace

— Shavit objected to standing at the copy machine, her boss told

her not to be afraid of doing menial tasks. "There is always going

to be grunt work. You have to take all of it and enjoy all of it,"

said the boss.

"She gave me responsibility and wanted me to learn. As a result

I decided I wanted to do public relations," says Shavit.

Her first love, nevertheless, was poetry, and her poem has been

published

in an anthology that pays tribute to World War II, "Bittersweet

Legacy."

Why she likes PR: "I have the power to influence and to really

make a difference. If I am not going to be a writer myself, I love

being associated with the media. I love the smell of fresh ink, and

seeing black ink on a page, and knowing that I am somehow responsible

for placing a story or encouraging a story, actually making a

difference

about the way people think. In PR, you really can see the rewards,

whereas in some jobs you can’t see the final product."

The magic moment when the "glamour" of PR hit: The first time

she wrote a press release that went out on New Yorker stationery.

Shavit graduated from NYU in 1996 and also earned her

master’s degree there. She worked in marketing for Technion University

and Rad Data Communications, both in Israel. She was responsible for

high technology accounts in the Manhattan office of Fitzgerald

Communications,

and she opened this business to do public relations and marketing

for high tech companies last year.

"People are going to see more of my business model," says

Shavit. "I outsource the graphics. I focus on the words and more

than ever the strategy. When marketing and PR don’t work together

you have serious issues."

Among her favorite examples are the companies that spent money on

different providers for PR and marketing — to their detriment.

It is a poor investment of marketing money, she says, "to have

a quote from the CEO and an advertisement with a different message

in the same magazine. It is going to confuse, even irritate, a

reader."

One company, for instance, positioned itself one way on an analyst

tour and then — responding to polls and changes in the business

climate — positioned itself differently with investors. "They

think they should say what investors want to hear, but they should

have consistent messaging."

SmartMark’s services include messaging (working with a client to

identify

key messages and mission statement), announcements (distributing press

releases over a wire service), trade show outreach (finding a suitable

trade show and setting up analyst meetings at the show), and speaking

opportunities (booking a company executive into an appropriate

speaking

engagement). She also coaches executives on what to say during an

interview or how to make a presentation. Providing marketing

materials,

devising and producing ad campaigns, and developing presentations

are other services Shavit’s firm offers — "anything that you

can hold in your hand and say this is the message of the company."

Among her clients are Valaran, an IT company at the Carnegie Center,

a software company for the utilities industry, and one that does IT

outsourcing.

"Many technology companies have technology people in marketing

positions, but there is simply a difference between the tech people

work and the way marketing people work. They assume they can make

the transfer very easily. But you need sales at the end of the

day,"

says Shavit.

Damage control is a skill she learned at the New Yorker, because Tina

Brown was a lightning rod for controversy. "It was a wild

ride,"

remembers Shavit. "She crucified the Easter bunny and she had

a black man kissing a white woman during the Crown Heights

controversy."

She also learned to like time-consuming research. For a 25th

anniversary

issue, she was sent to the library to find what famous writers —

winners of Pulitzer, Nobel, and American Book Award prizes — were

New Yorker writers. "I could have buried myself all day, going

through old filing cabinets that no one had looked at for 40 years

. I was in New York," says Shavit, "and I was not about to

let New York pass me by."

Smartmark Communications, 12 Roszel Road, Suite

C-206, Box 3038, Princeton 08543. Juliet Shavit, president.

609-406-1145;

fax, 609-406-9118. Www.smartmarkcommunications.com

Top Of Page
Crosstown Moves

Mazur Public Relations Inc., 439 South Broad

Street,

Suite 208, Box 2425, Trenton 08607-2425. Michael Mazur, publicist.

609-695-1800; fax, 609-695-8860. Home page: www.mazurpr.com

Michael Mazur moved his public relations firm from East Windsor to

South Broad Street, Trenton, in the building with the Conduit

nightclub.

Mazur offers media exposure for music, entertainment, business,

events,

festivals, and culinary/food clients.

Top Of Page
Expansions

Valaran Corporation, 212 Carnegie Center, Suite

201, Princeton 08540. Andrew Maunder, CEO. 609-716-7200; fax,

609-716-8463.

Home page: www.valaran.com

The company has expanded by moving from 214 Carnegie Center to

Building

212. A provider of application integration software for the global

telecommunications market, it recently lunched its V-aerial product

suite.

Top Of Page
Leaving Town

Rhodia Inc., 298 Jersey Avenue, New Brunswick

08903.

732-418-5617; fax, 732-247-1734.

The French chemical company will soon close its specialty chemical

manufacturing plant in New Brunswick. The 31 workers at the plant

produce perfume ingredients (coumarin and salicylaldehyde), and this

operation will move to Saint Fonx, France. Workers will get severance

payments and job-hunting services. Rhodia’s 800 employees on Prospect

Plains Road in Cranbury and Black Horse Lane in North Brunswick will

not be affected by this closing.

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Name Changes

CMP (Miller Freeman), 125 Village Boulevard, Suite

220, Princeton 08540. Michael Kazakoff, vice president. 609-452-2800;

fax, 609-452-9374. Home page: www.cmpprinceton.com

Miller Freeman, a producer of international trade fairs and

conferences,

now goes under the title of CMP, according to spokesperson Stormy

McNair.

The Princeton office started out producing Seatrade, a cruise and

shipping show in Miami. Now it has 15 people working on producing

three shows. It is a division of United News and Media.

Top Of Page
Deaths

Robert M. Schleinkofer, 49, on December 8. He was an

architect

for CUH2A on Roszel Road. A service will be Saturday, December 15,

at noon at James J. Dougherty Funeral Home, 2200 Trenton Road,

Levittown.

Jeanne Silvester, 78, on December 9. She was a freelance

writer and publicist who worked at Nassau Broadcasting, wrote a

walking

tour of Princeton, and co-authored "Princeton Trivia" and

"Princeton Streets." A service will be Thursday, December

13, at 3 p.m. at the Princeton University Chapel.


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