ANALYSIS: Profile - Cleaning up the PRSA has been a balancing actfor Lewton

Kathy Lewton thought chairing the PRSA would be more about

messaging than juggling numbers. But as Adam Leyland reports, her

circus family background and politically active aunt have shaped her

into a capable leader.



After months and years of internal bickering and a very public hiatus

over accounting anomalies, there's been a quiet revolution going on at

the PRSA. There's a new sense of focus, accountability, and

teamwork.



And if new COO Catherine Bolton has been the new broom for this

revolution, 2001 PRSA chairman Kathy Lewton has been the shovel, working

tirelessly behind the scenes to get the PRSA back in shape.



"Kathy went through the budgets line by line, dollar by dollar -

slashing, burning, questioning, retargeting," recalls Bolton from those

dark days in January. "We worked until past midnight, night after night

to get it fixed."



Lewton, with her customary good humor, chuckles at the "exquisite irony"

of the experience - because balancing the books and fixing internal

infrastructure issues was the last thing she had in mind when she took

the job. "The platform I ran on was to quit the internal stuff and get

out there with the message about what a wonderful and important

profession this is. It's hilarious. I hate numbers, but it had to be

done," she says.



But that's Lewton through and through. Never afraid to steamroll through

obstacles ("Some people don't like my candor. I say, 'Get over it'"),

she has a Midwesterner's roll-up-your-sleeves work ethic. If there's a

job to be done, she'll do it. And since she's also a partner and SVP in

the New York healthcare practice of Fleishman-Hillard, she does that job

too.



CEO John Graham is another fan. "She wanted to do it, and I felt that

the PRSA needed some real leadership and integrity, so we've supported

her." As things have turned out, however, Lewton has hardly slacked at

the office at all. "I cut my client load back from six to three, but

then the programs all grew. I'm 80% billable. I guess if I added PRSA I

would be 140-150% billable."



A lifelong healthcare specialist, her biggest client - CV Therapeutics -

is in Palo Alto, CA. Her other clients are in Chicago (Abbott Pharma)

and Virginia (University of Virginia Health Systems). Since she works in

New York, she explains, "I fly a lot."



But for the slightly manic Lewton ("I'm only half there sometimes, but

it's my best half"), juggling multiple tasks is in her blood. Her

father's family members were circus performers - her uncle was a trapeze

artist; her niece rode the elephants. She says she gained her sense of

fun "and costumes" from them.



To understand Lewton, however, you also need to know about her mother's

family, full of vociferous Democrats. In particular, Lewton cites the

influence of her aunt, a labor union organizer in the 1920s who led

rallies and strikes, and even went to jail. "She was not shy," says

Lewton.



Roots such as these have enabled Lewton to handle some complicated

professional conflicts. As well as having two demanding jobs, Lewton is

married to John Deats, a senior PR practitioner most recently at GCI,

where he headed up the healthcare practice. "We just don't talk about

that which we can't talk about," says Lewton.



Bolton attests not just to Lewton's work ethic, but to her results, and

the systems she's put in place to make things work better. For example,

Lewton assigned an individual PRSA staff member to act as a liaison

officer for each of the 22 committees, with responsibility for reporting

back to the board. "In the past, it was a challenge to get a PRSA

staffer to say 'no' to a committee member. Kathy has encouraged a sense

of empowerment."



Bolton also praises her recruiting ability. "When people asked to help,

she wasted no time in getting them on board. She's an amazing woman - a

great leader who gets ideas and follows them through."



Lewton is looking forward to the PRSA conference in October. "The

national conference will see an almost 50% increase in professional

development seminars," she says. And, with just four months to go until

the end of her tenure, Lewton is also hoping to enjoy some payback for

all the hard work by taking the message out to the wider community. She

will be speaking at the Detroit Economic Club in early October, and says

more speaking engagements are being arranged. She also has 25 speeches

lined up for the fall to address local chapters of the PRSA. And she is

looking for ways to collaborate with the Arthur Page Society, The

Council of PR Firms, and others.



Does she ever find any spare time to chill out? In a manner of speaking:

Lewton has a huge collection of plush toys in the office. "I like to

play; it's good therapy." She also reads four to five books a week,

("mystery books: I read the first chapter and the last"). She loves to

cook. And in her Connecticut home tucked away in the woods, her garden

is a retreat.



Just don't expect Lewton to put her feet up; she's busy planting and

weeding.



KATHY LEWTON

1966-1971: Reporter, The Daily Pantagraph, Illinois

1971-1976: Assistant director of PR, Bowling Green State University,

Ohio

1976-1977: Graduate, Northwestern University

1977-1982: Director of PR, Flower Hospital, Toledo, OH

1982-1990: VP, PR, St. Vincent Medical Center, Toledo, OH

1990-1992: VP, marketing and PR, University Hospitals of Cleveland

1992-1993: SVP, marketing and PR, Columbia-Presbyterian Medical Center,

NYC

1993-1996: VP, Porter Novelli healthcare

1996-1998: Head of healthcare practice, Porter Novelli

1998-1999: EVP, Porter Novelli

1999: SVP, Fleishman-Hillard

2001: Partner, Fleishman-Hillard

2001: PRSA chairman



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