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 She has been
replaced by Susan Valaskovic, who arrives from the National Partnership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
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.