US Mint experiences public affairs turnover on eve of image revamp

WASHINGTON, DC: In the midst of its image makeover, the United States Mint has experienced a PR shuffle.

WASHINGTON, DC: In the midst of its image makeover, the United States Mint has experienced a PR shuffle.

WASHINGTON, DC: In the midst of its image makeover, the United

States Mint has experienced a PR shuffle.



Director of public affairs Lynn Parrish has left the mint to join

Fleishman-Hillard’s financial communications group. She has been

replaced by Susan Valaskovic, who arrives from the National Partnership

for Reinventing Government.



Parish’s departure was not entirely unexpected - she worked closely with

Fleishman on the launch of the new Sacagawea dollars 1 coin. She follows

mint director Philip Diehl, who recently left to join a technology

company in Texas.



Under Diehl’s stewardship, the mint’s marketing efforts were designed to

make the institution look less like government and more like the private

sector. For the first time, images such as Kermit the Frog were employed

to sell coins, and the mint forged its first-ever partnerships with

corporations.



Parrish said she never thought she would end up at an agency, but was

attracted by the opportunity ’to work on a variety of projects’ and by

’the creativity and innovation inherent in agencies.’



As for Valaskovic, she was previously deputy director of the National

Partnership for Reinventing Government, an enterprise in Al Gore’s

office designed to make government more efficient and responsive. She

also directed a wide range of customer-service initiatives, including a

push to list government agencies by service rather than agency. For

example, passport services are now listed under ’P’ in the phone book,

not under ’State Department.’



Before joining the government, Valaskovic served as president of Time

Management, a system guaranteed to save CEOs of small- and medium-sized

companies two hours per week. She also wrote a syndicated column which

ran in 85 cities.



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