A tribute to discovery on Father's Day

Donald J. Beaupre, Commanders Mechanic 1943I always liked the adage “All you leave behind are memories” because it's true north.
   
My Dad, Donald Joseph Beaupre, was a case in point. While he died 17 years ago at the still-too-early age of 67, he left me with glowing embers of curiosity and discovery.

Don Beaupre was substance, not flash. He had a winning smile, was always kind and a great listener. He never preached but instead taught by example.

His father died when he was 10 years old, so he had a busy role helping his shoe mill-working Mom and three siblings. The Great Depression was tough but it nurtured a creative imagination. Donald Beaupre (right) with Navy buddies

He took the Navy oath in 1943 and became a Commanders Mechanic and occasional gunner. The USS Essex aircraft carrier was his home in Southern Japanese waters during WWII.

A prized possession of mine is his handwritten “short daily diary.” Here’s an excerpt from March 20, 1945:

“Today we were at G.Q. most all day and had battle rations. The Japs know they crippled the Franklin bad and are out for the kill today. They were dropping flares all last night trying to keep track. We shot down about 25 Bettys in all today. Brother, if a guy says he is not scared out here, he can honestly be called a damn liar.”

Here’s another one from April 17:

“Shot down three bogeys today. I almost got shot too. The 20 mm slug missed me by about two feet. If that thing had hit me, I guess I wouldn’t be writing this now. If I ever get back to the States, I’ll be the best boy in the world. There is always something to be thankful for."

Donald and Rita BeaupreAfter the war, he married Rita (my Mom) and sold door-to-door for Fuller Brush. That must have been a tough gig. Then, with two little kids on his watch, he decided to pursue his passion and attended/graduated from photography school in New York City. He caught the entrepreneurial bug and opened a portrait studio on New Hampshire's Seacoast.

My Dad exposed me to many things; photography was one of them. I first discovered what light could do to paper in his darkroom, a mysterious, magical place. A naked red bulb was the only light source; it cast an eerie glow; the enlarger loomed above. Chemical jugs lined the plywood counter where mixing buckets, a paper cutter and one of those white plastic "minute timers" kept watch.

My job was to gently bathe photo paper in a tray filled with developing solution. Hanging on with wooden tongs, I’d watch a black and white image s-l-o-w-l-y appear from a sheet of paper that was blank seconds ago. Then we'd hang it on a clothesline rope to dry.

Don J. Beaupre was a nuanced man, interested in many other things.

Boxing was a prime time event on TV in my early years; he loved it and wanted his son to know how to defend himself. I gave him a bloody nose at three years old after landing a right hook with the gold boxing gloves he had bought me.

Dad loved the outdoors, so he'd take my sister Fran and I exploring the seashore –not sitting on a blanket – but discovering marine life hidden before our eyes. He devoured the books of environmentalist watch guard Rachel Carson. Donald Beaupre with Andy and Fran

He loved music, especially jazz. He'd take half hour cat naps lying flat on his back on the living room rug, digging John Coltrane and Dave Brubeck.

Dad was a big history buff. We visited forts, the Nation’s capital, drove to the Midwest and the South visiting historical landmarks. No seatbelts in the backseat, no air conditioning.
 
We climbed a mountain together, caught fish and drove to Boston to watch movies on the extra-wide "Cinerama" screen. He built ice skating rinks in the back yard, a play log cabin and took us to Red Sox Games.

He taught me how to whistle; snow ski at age five; how to swim at six; and was the patron saint of patience helping me understand the confounding world of math. He introduced me to Dale Carnegie and Kenneth Roberts.

Today, I'm an entrepreneurial, photographing, seashore-loving, music digging, history buff who skis, enjoys movies, likes to see new places and whistles. Who still struggles with math.

Thanks Dad, for who you were and what you gave me.

Happy Father’s Day.

New Prius ad raises the branding bar

I’m blown away by the new Prius ads.

David Kiley said this ad from Toyota may have been inspired by Honda’s earlier diesel engine “Hate Something” spot (compare the two yourself), but from my eyes, it’s the freshest creative in a decade.

But it’s not just creative for creative’s sake. Lots of agencies are living the creed “make it entertaining, engaging and disruptive” so consumers take notice and buy.
 
The new Prius spot is much more.
 
They’ve taken a car that was already the # 1 best selling hybrid in the world – the undisputed mainstream brand – and made it a vehicle of the people, for the people, by the people. Literally.

Using 200 extras, they created a layered - but somehow unified - sea of 1 million people parts. Everything (except the Prius, road and sky) was constructed from human beings who become “landscape texture.”  Grass. Water. Trees. Clouds. Stones. Leaves. Sun. Flowers. Butterflies. The Bellamy Brothers’ # 1 hit from 1976 - “Let Your Love Flow” – is the audio glue. 

The piece de resistance (besides the people, colors and music) is the movement. As the Prius drives by, clouds shift, grass sways, butterflies fly, flowers open, water flows, the sun glows.
 
It’s a visual trip, blending nature, technology and the human race.
 
Hopefully for Toyota, the new campaign will move more than grass. The Prius has been struggling in the U.S. of late (mirroring the rest of the auto industry). U.S. sales of the Prius were down from 15,011 in May 2008 to 10,091 for the same month this year. Year to date, U.S. Prius sales are 42,753 compared to 79,675 in 2008 – 45 per cent less than last year.
 
I feel better every time I see this ad. I actually want to see this ad.
 
I can’t remember the last time this happened.

More cowbell ... or how internal PR pros can build trust

Waiting for busy execs to magically understand internal communications/PR efforts is a buried, active landmine. Sooner or later, it will explode. A failure to communicate with executives (the good, bad and ugly) and set expectations on an ongoing basis damages PR programs - and the people in it - sometimes irreparably. Impatient executives who aren’t adequately kept informed will inevitably draw their own conclusions and decide it's time for change.
 
“Like the cobbler’s kids who go shoeless, more often than not PR folks are so busy we often forget to take time to do some equally crucial internal promotional work with our key constituents to keep them all informed,” said John Ricciardone, a PR veteran who has been providing top executives with clear, consistent communications for almost 20 years. 
 
“Proactively ‘sell’ your PR program, its progress and successes on an ongoing basis to all your internal stakeholders. These not only include the usual suspects such as “C” level executives, business unit heads, product marketing, but also the field sales organization,” Ricciardone said.
 
Here are a dozen tips on how to keep your PR program at the forefront of your organization:   

  1. Be intuitive – the best place to begin? First, figure out what type of communication works best within your company. If busy executives won’t read your e-mail then this isn’t the way to go. Second, determine who needs to be kept in the loop; think cross-functionally within your organization when working up this list. 
  2. Meet regularly – get together in person with all your key internal PR stakeholders - either individually or as a group - at least once a quarter. Review the progress and compare against the PR plan. If a standalone meeting doesn’t work, see if you can make yourself a regular attendee at an already scheduled management meeting that runs consistently. 
  3. Don't whine – executives are used to dealing with problems, but are impatient with unfocused complaints. If you've got an issue, tell them, discuss it and make sure you offer specific recommendations on how to fix it. 
  4. Anticipate – don't wait for execs to ask you questions ... proactively think through their hot buttons without them having to ask you. This mindset gradually brings you into their inner circle.  
  5. More cowbell – Consistently demonstrate how PR is moving the ball downfield in the areas of attitude transformation, social media, SEO, lead gen, online community building, traditional editorial coverage, visibility traction vs. key competitors and growth of positive “buzz.” Lay down a consistent beat.
  6. Manage expectations – know what you're talking about, be straightforward, and tell them what they need to know, even if it's a difficult conversation. This breeds trust over time. 
  7. Fill black holes – create a pattern of regular PR-related communication with all your key PR stakeholders. Tell them what's going on, ideally even before it occurs. And once something happens, don't forget the recap. 
  8. Consistent updates – provide two types of consistent updates: (A) specific PR activities (i.e. 'the latest word on our Tech Crunch interview opportunity') and (B) the PR program as a whole (i.e. "here's the progress we made last month"). 
  9. Make new friends – Don't just 'hang out' with marketing, communications and PR... get out there and meet consistently with operations, engineering, manufacturing, HR, sales & service. Seek their perspective, brainstorm new ideas and tell them what's going on. Don't become insulated.
  10. Be visible – public relations is viewed as the “face of the company.”  Be where you need to be, even if you don’t feel like it or don’t have the time. To build widespread internal trust and support, you have to be perceived as someone who cares about the company, not just PR. 
  11. Share the credit – if someone has played an instrumental role behind the scenes, publicly acknowledge them and their contributions. Not only is this the right thing to do, but the resulting goodwill will pay huge dividends down the road.
  12. Chill out – remember that while public relations is your world, it's not everyone else's. Be patient and understanding. An issue for you may not be an issue in the grand scheme of another person's world. Keep your perspective, and remember to pick your battles carefully lest you lose the war. 

Heed the advice of Ricciardone, “Don’t take it for granted that everyone you work with knows and understands the PR process. A few years ago, for example, I had an initial phone conversation with a blogger and was asked immediately afterwards by our anxious sales VP if that particular person was going to post a story about us soon. Instead of responding yes or no, I asked him – in a non-confrontational and non-defensive tone – whether he and his team always closed a deal after making only one sales call to a prospect. He said, no, that would be a very unrealistic expectation to which I replied, ‘same for me.’ He looked at me for a moment, nodded his head, smiled broadly, and said he understood,” Ricciardone concluded.

 

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