Where are today's communication stars?

Sex therapists have Dr. Ruth. Astronomers have Carl Sagan. Politicians have Mikhail Gorbachev. Dr. Ruth Westheimer became famous when her frank advice brought once taboo topics into the open. Carl Sagan exposed some celestial theories on television, and became a celebrity. And Mikhail Gorbachev? He became the icon of political change, and the rest is history.

Many professions have "stars" who have come to represent their colleagues and their vocations in the public eye.

So, who do communicators have?

Each of us may have someone in mind. But to the profession and to the public, there is no one. Our stars are dead or into their golden years.

Today's communication leaders are caretakers, not innovators. They get appointed, maintain the status quo, and move on. Later, we have trouble remembering their names. No one will study them in tomorrow's history books.

Our profession has become boring. Top executives won't admit us to their inner circles. The press says "PR" as if it's a four-letter word. We don't take risks. We reinvent the tried and true. When we do make changes, they're minor repairs, not a major overhaul.

No one has been radical enough to stir our souls, invigorate our brains, and catapult the profession forward. No one stands above the crowd to carry the important messages of our vocation to us and to the public.

We need such communicators. Dream along with me into the future. Your name could be in the blanks.

Miracle communicator to address convention

LONDON -- X, The communication executive Economist magazine featured on its July cover, is the featured speaker at tonight's British Broadcasting Corporation banquet.

X, vice president for public relations of XYZ Oil Corporation, appeared on the television networks -- almost as a commentator -- when her company's tanker ran aground off the Shetland Islands. The subsequent spill was the worst in world history. Her efforts and on-scene statements dramatically signaled a departure from how past disasters had been handled, according to The Times Mirror.

The newspaper noted that largely because of her "refreshing tone of corporate responsibility," XYZ's stock "miraculously" increased in the days following the disaster.

'Unprecedented' research model earns professor awards

NEW YORK -- Three communication organizations today announced they will present Dr. X of X University their highest awards for developing a new research model.

The International Association of Business Communicators, Public Relations Society of America, and the Association for Education in Journalism and Mass Communication said Dr. X's work is "unprecedented" and "a giant leap" for their profession.

The new model obtains accurate data quickly at low cost. Others then can use it to build relationships that earn trust and motivate behavioral change. Dr. X tested his new model on the increasing spread of AIDS. He analyzed why government information campaigns, while efficient in getting the word out about the disease's dangers, failed to get people to take action to protect themselves.

According to a spokesperson, other research models take money and time, have too many statistics and cannot be understood by laypeople, and have higher error rates.

Small company editor achieves national prominence

SMARR, Ala. -- This tiny town, home to an auto parts factory, is agog over the plant's new employee information newsletter. And its editor has earned national attention.

The newsletter, Parts A-go-go, is so popular that when it's distributed on Fridays at quitting time, employees stand in line and will stay late just to get their copies.

University professors say it "breaks about every journalism rule in the book," but concede it works.

The newsletter, brainchild of X, editor and ABC Auto Parts' information specialist, says its popularity is because of its unusual appearance and "late-breaking company news." She says previous newsletters carried "fluff" and articles employees only saw as company propaganda.

She has appeared on several television programs, including "Good Morning America," "The Today Show," and "The Nightly Business Report." She has also been featured in People magazine. The U.S. secretary of labor invited her to address a panel of corporate executives, union leaders, and government officials next month in Washington, D.C.

University puts jobs for communication graduates top priority

University, Calif. -- To meet needs of students and their future employers, the University of X will radically change its faculty and how it teaches journalism students.

Dean X, head of the university's college of communication, said changes will enable students to be more competitive in getting jobs. The dean and his staff visited employers and asked them what they looked for in new employees. "We came back with a long list, and found we weren't emphasizing the right things," he said.

Using quality management techniques that proved successful in one company they visited, they revamped the curriculum. They determined its success would be measured by the number of graduates who get jobs. They also want to track alumni through their careers, and obtain continuous feedback.

To advance the cause, the dean envisions a diversified faculty -- about half with Ph.D.s who are experts on theory and research. Others will teach application and have "impressive real world credentials" and at least master's degrees.

Dean X said several corporations and public relations agencies have pledged support through grants, equipment, and a faculty-executive exchange program.

"We know we're blazing a controversial trail, but for too long we had a gap between faculty and professionals. Caught in-between, students suffered. We talked about it for years, but never did anything about it. That's no longer true at this university," he said.

President to award medal to communicator

WASHINGTON, D.C. -- The White House today announced President Bill Clinton will award X, a communication executive, the Medal of Freedom.

X is known as "Mr. Truth" in Russia. Taking a one-year leave of absence from his company after the breakup of the Soviet Union, he worked with the government, unions and other groups in Russia. The president said he established effective two-way communication, created a climate of understanding opposing viewpoints, and enabled compromise without conflict.

Later, through a consortium he forged from corporations, foundations, and professional organizations, he continued his efforts. He is recognized throughout the world as a communication leader, President Clinton noted.

The president said Mr. X contributed to the success of democracy in Russia, and brought great credit upon himself and the United States.

David L. Geary is a former communication executive, professor, and university administrator. He owns Leadership Communication Counsel, Bolingbroke, Ga.