Jordan Zaslow | Nov. 9, 2007
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| Photo by Stephanie Duncan |
| ArvinMeritor’s Lin Cummins spoke to J110 and to PRSSA Tuesday about the challenges and rewards of her job. |
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“My job is to influence people,” said Cummins of Troy, Michigan-based ArvinMeritor, “and protect the reputation of the company.”
Cummins visited campus Tuesday to talk to Ralph Winslow Visiting Professor Jim Bright’s J110 Foundations of Mass Communications class and, that evening, to members of the IU chapter of Public Relations Student Society of America.
During the class talk, Cummins held up a newspaper and read several headlines. After reading the headlines, Cummins talked about how she would approach handling public relations for each of the organizations and companies.
After earning her bachelor’s degree in education at Wayne State University, Cummins taught elementary school.
“In those days, women could become a teacher, nurse, secretary or, of course, a wife and mother,” she said.
Later, she decided to try acting and she experienced some success in New York, where she appeared in over 50 commercials and shows.
“Ford Motor Company brought me in to do a film and offered me a job in their photo lab,” she said. Ford had been trying to hire more women due to a government edict and her master’s degree was all they needed to see before they hired her, she said.
Ford’s offer was so good that so she ended her acting career and moved into PR, where she eventually worked as Ford’s international public affairs manager. During her time at Ford, she traveled to more than 40 countries in Asia, Europe, the Middle East and South America.
Having a family and traveling so much was a difficult balancing act.
“I would sometimes have to tell my kids, ‘Mom can’t do this right now, she’ll be in China,’” Lin said.
After 19 years at Ford, Cummins moved to an automotive supplier as vice president of communications. A PR professional must be adaptable and flexible, she said. PR jobs can involve all types of crises.
“It’s hard,” she said. “You’re almost like a doctor. I work 12- to 14-hour days. I get calls over the weekend and on holidays.”
She often is pulled in different directions and has to decide where to focus her attention at a particular moment. Her bosses don’t care what she accomplished yesterday because they expect her to add value to the company everyday, she said.
“If you expect pats on the back, forget it,” she explained. “Your bosses assume your pat on the back is your paycheck.”
She also told the class about the harsh reality of competition in the field. “Everybody’s good and the competition fierce,” she said.
Cummins advised students to find jobs that they’re passionate about because then it won’t seem like work.
“Being able to advise and counsel a chairman or CEO of a $7 billion company is my favorite aspect of the job,” she said. “I can actually make a difference.”
Cummins’ speech to PRSSA members inspired senior Paige Korte, director of membership.
“She talked about the importance of being driven, motivated and innovative,” Korte said. “She left a lasting impression on a lot of people.”
Cummins encouraged students to consider a PR career, and some took that advice seriously.
“Before entering my freshman year, I never realized PR was part of the journalism field,” said Liza Giambra. “I may look into it as a possible career.”
Alpert talks about agency work
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| Photo by Stephanie Duncan |
| Consultant Sherry Alpert told J110 students about skills needed to run a PR agency. |
Public relations consultant Sherry Alpert joined Lin Cummins for the J110 discussion and talked about the agency side of the business.
While Cummins talked about how she serves ArvinMeritor on the corporate side of the business, Alpert gave students insight into how her agency serves clients in businesses ranging from hospitality and banking to retail and high-tech.
Among other things, she "ghost writes" stories and speeches, creates news releases and newsletters, and pitches stories to media ranging from the New York Times and Wall Street Journal to trade publications like Hard Hat News and Oil and Gas Journal.
"I love the diversity of my clients," Alpert said.
Alpert encouraged students to work on the editorial side for newspapers, magazines, trade publications, radio or television before moving into PR.
"Deadlines are a phenomenal learning experience," she said. "It helps you understand the mind of the journalist and, at the same time, prepare for a PR career where you have to find out things fast, think fast and write fast."
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