Portfolio

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Senator Alan J. Dixon
U.S. Senate
Press Secretary
1981-1987

As the architect of communications strategy and programs for Senator Dixon, I designed and produced a multifaceted effort that consistently reached a variety of constituency groups. For example:

Building on a longstanding staple of Congressional offices, I produced several versions of the newsletter. Some were targeted by geographic area, while others were written based on subject interest, such as veterans affairs or agricultural topics.

A cost effective way of reaching a well informed constituency with a higher than average voting rate was by producing a regular column for weekly newspapers. Weekly newspaper publishers welcome the copy from elected officials and we made it easy for them with a camera-ready layout.

Speechwriting and statements for the Senate floor were frequent assignments. At left is a floor speech on a subject that, in retrospect, seems rather quaint.

An important electronic component of the communications program was the weekly radio show. Typically, I would invite two radio news directors or print reporters to question the Senator on a conference call. The program was taped, reproduced and sent to over 100 radio stations across the state. For more breaking news items, I maintained a dedicated phone line with 'actualities' of the Senator's statements.

The real innovations in the communications program were electronic. Those included the weekly radio show, a monthly cable television program, frequent use of a new technology at the time; satellite feeds, and a first in Illinois, a series of cable television town meetings.

British Aerospace, Inc.
Manager, Public Affairs
1987-1991

The Public Affairs Office at British Aerospace, Inc. was responsible for developing communications messages to a variety of audiences and for integrating them into mutually supporting themes.

In order to distinguish the unique functions of the American subsidiary from its British parent, I developed the company's first corporate image campaign. Based on the theme, "The British company with an American accent," it included radio advertising, public television sponsorships, and charitable sponsorships. At left is the centerpiece corporate brochure.

In order to build better relationships with American suppliers, who make up the bulk of BAe providers, and build understandings with U.S. government officials, we launched "SupplyLine," a specialized newsletter highlighting the progress of BAe programs and their impact on U.S. business.

Since the main business of British Aerospace was to sell aircraft, product promotion played a prominent role in public affairs activities. As part of industry exhibitions, product launches, tours or sales announcements, we compiled press kits, media strategies and promotional activities. At left is a typical press release.

Support for customer marketing efforts was also an important function of the BAe's public affairs office. That support included advocacy with government officials, service launches, press tours and promotional support. In order to promote the BAe product and provide the airline with a customer support feature, I developed a template for a series of customized brochures.

As the public affairs manager for the western hemisphere, I coordinated contributions from freelance writers, and occasionally wrote articles myself, for corporate publications.

Regional Transportation Authority
Legislative Director
1991-1995

Facing a multi-year reauthorization of federal transportation programs, the RTA took the initiative of organizing a coalition of large city transportation leaders to construct a common agenda and take our collective message to Washington.

The result was a dramatic increase in the authorized funding levels and a significant restructuring of federal transportation programs.

Shortly after joining the RTA, I initiated and coordinated an effort by Chicago area transit operators, downstate Illinois transit properties and the Illinois Department of Transportation to request Congressional earmarks in annual transportation appropriations bills. To date, the state, and local transit operators have received more than $70 million in FTA bus program funds.

One of the most important objectives of the RTA and its service boards has been to secure additional capital funding from the Illinois General Assembly. To dramatize the economic contribution and need of public transportation, I produced a brochure, cd-rom and video presentation.

In order to build an appreciation of the transit system's economic importance and develop an understanding of the system's capital needs, I composed individual district profiles for members of the Illinois General Assembly and the Illinois Congressional delegation. Each profile details both past and prospective capital spending in the district as well as ridership.

Regional Transportation Authority
Assistant Executive Director - Public Affairs
September 1995 - Present

In this position I have integrated media relations into the broader public policy objectives of the agency. The initiatives include:

A first for the RTA; the production of an agency brochure that succinctly explains the structure and governance of public transportation in the Chicago area.

Media submissions on behalf of the Chairman and Board members as well as 'shills' from interested parties, are generated to enhance legislative objectives.

Media pitches tailored to support legislative and governmental objectives are routinely generated.

Legislative and other governmental achievements or statements were made a part of our media agenda.

To highlight agency activities, a routine newsletter to reinforce legislative and board policy objectives is produced. This is made available to federal and state legislators, mayors, county board members and civic organizations.

The Public Affairs Department both promotes and administers the RTA Transit Check program, which allows employers to provide their employees with tax-free transit benefits. Shortly after becoming director of the department I initiated the outsourcing of the check fulfillment and introduced of an ordering fee, generating more than $300,000 annually in income to the RTA.
On the legislative side, I coordinated an effort to expand the availability of the benefit. Following its adoption, I expanded the RTA's marketing capability with additional staff and collateral materials.

The Public Affairs Department has been actively involved in the local promotion and international marketing of a unique public-private partnership to produce a new concept in public transportation. Teamed with Raytheon Corporation, the RTA has developed PRT2000, an automated personal rapid transit system providing small four-passenger vehicles and direct-to-destination service. Intended as a complement to line haul transit, potential markets include heavily developed suburban areas, airports, and resorts. A test track has been built in Marborough, Massachusetts and the partnership provides the RTA with a royalty for every PRT2000 system sold.

For our external affairs department, I initiated a regularly scheduled outreach program to elementary schools in the northeastern Illinois region. Known as the SMARTrider program, it emphasizes safety and appropriate behavior on public transportation. It is supported by a visual presentation, a coloring book and is promoted with pitches to local media outlets.

A hard copy version of the portfolio is available on request.