You'll never see a hungry hack when he's around. Meet Micro Focus' PR boss Glenn Boyet - the man who says "user-interface transformation" with a straight face, and has a morbid fascination with Abercrombie %26 Fitch.
Describe your company Since PR falls under marketing, I would be out of a job if I didn't give you the standard boilerplate: Micro Focus is the industry leader in COBOL development solutions, spanning traditional maintenance and program understanding to business rule mining, web-enablement and user-interface transformation. Founded in 1976, Micro Focus employs more than 450 people worldwide, with main offices in the US and UK.
What do you do? Like the salmon swimming against the current to spawn ... oh, that was something from my childhood. But as director of communications for a relatively small software company, you can get the idea. I manage PR, analyst relations, internal communications, competitive and market intelligence, customer success stories, and occasionally play psychiatrist for my wonderful team at FitzGerald Communications, our PR firm of record and the only manpower (actually, girlpower) I have.
How did you get into PR? I was a sports reporter in high school. I have never strayed far from journalism, but found that eating on the PR salary was slightly better than eating on the reporter's salary! (My motto for PR events: Always feed the reporters.)
What is your greatest achievement? Not counting family, wonderful wife, children, and home, I would have to say spending one year as an assistant basketball coach/PA announcer/laundry man at a small private college in St. Louis. I had the greatest time with true student athletes, and relearned one of the most important lessons of all: How to win and lose gracefully. A close second was working for former Sen. Daniel Moynihan (D-NY) in 1985.
What was your best pitch? The world will not come to an end because of Y2K. Try pitching that to reporters who feasted on doom and gloom during 1999.
If you could work for one company, what would it be? Abercrombie & Fitch. Just to find out why ...
What invention would make your job easier? De-inventing the cell phone.
What is the biggest item you've ever put on expenses (and was it approved)? Dinner at Tony's in St. Louis, one of the best restaurants in the US. Approved with a, "This is getting near the edge."
Write the headline for the story you would most like to read in PRWeek.
All major technology trade publications to run Micro Focus press releases verbatim.
What do you wish you hadn't said to the media? "Micro Focus moves people from icky green screen computer interfaces ... The word "icky stands out.
What is the secret of your success? Keep it light. Less is more. Make it fun. Don't use business or technology buzzwords. Did I say make it fun?