QUESTIONS & ANSWERS: Rebecca Shaw

She's a former drum major who needs some ideas on how to update her

party skills. (What - baton twirling's not in vogue any more? Darn! -

Ed.) Suggestions on a postcard, please, to Rebecca Shaw, EVP at Spaeth

Communications.



Describe the company you work for Spaeth Communications specializes in

executive communications training, strategic consulting, and crisis

management with offices in Dallas, Houston, Washington, DC, and

Columbia, MO.



Tell us something interesting about your company One of our first

clients, a utilities company CEO, once commented, "Our customers don't

seem to remember things the way we thought we told them." This

observation led us to study and approach training and consulting from

the perspective of how and why audiences hear, believe, and remember

communications.



What is your greatest achievement? With two young children and a

demanding full-time career, I went back to night school and earned a

Master's degree. It took five years, and I thank my husband, and my

boss, for making it possible.



What was your best campaign? During an oil and gas industry downturn, a

pipe and tube manufacturing company had closed, laid off all its

employees, and the lenders were planning to dismantle the plant and sell

its assets.



As the largest employer and taxpayer, it was devastating to the small

town's economy. We successfully planned and executed a public campaign

to save and reopen the facility.



What are you working on this week? Crisis communications planning for

bioterrorism scenarios.



Who would you most like to work with? Jack Welch (GE), Herb Kelleher

(Southwest Airlines), Fred Smith (FedEx) - because they have vision,

energy, and a sense of humor.



What's your party trick? Hmmm. I work. I have kids. I'm not cool. I have

no party life. Suggestions would be greatly appreciated.



I you were an animal, what would you be? Well, if I were clever, I'd say

the mythical Chinese dragon because it represents the parts of so many

other creatures: claws of an eagle, paws of a tiger, head of a camel,

scales of a carp, etc., and has so much spiritual symbolism. However,

I'd really like to live the life of our pet cat Rusty, which must be as

close to Nirvana as one can get.



Which historical figure would you most like to represent? Anyone who

signed the Declaration of Independence or was a member of the

Continental Congress. They were divinely inspired people called upon in

extraordinary times to give birth to a nation.



Name one thing about your past people would be surprised to learn I was

drum major of my high school band. Even today, nothing thrills me more

than a marching band strutting down a football field on a glorious fall

afternoon.



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