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HomePRRecommendation from Walgreens’ Fraser Engerman: You need to follow your elevator speech

Recommendation from Walgreens’ Fraser Engerman: You need to follow your elevator speech

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Particularly in occasions of disaster, it’s important that inside, exterior and govt communications groups collaborate to maintain everybody knowledgeable and engaged. Walgreens demonstrated the significance of this interplay in the course of the pandemic and helped reset the model for future success.

Not too long ago, we caught up with Fraser Engerman, senior director of exterior relations at Walgreens, who led that cost, to ask him a number of questions. Engerman can be a speaker at Ragan and PR Each day’s upcoming Strategic Communications Convention at Microsoft headquarters in Redmond, Washington, October 19-20.

[RELATED: Join us Oct. 19-20 at Microsoft HQ in Redmond, WA for our Strategic Communications Conference]

Ragan: What ideas are you able to share with different professionals trying to talk extra successfully?

Fraser Engerman: Observe your elevator speech! I consistently attempt to boil down what I want to speak into some key soundbites. We’re all bombarded with data, and it’s usually troublesome to get the ear and a spotlight of your stakeholders, regardless of who they’re. I attempt to present the important thing factors upfront and supply extra element as wanted. This behavior most likely stems from my days as a tv reporter once I had not more than a minute or two to get to the essence of the story.

What’s crucial factor you’ve realized as a strategic comms professional to date?

Don’t sweat the small issues. Life is filled with small challenges. Attempt to maintain your eye on the larger image. That’s laborious if you end up used to placing out fires within the second. It’s about making sensible selections and executing to the most effective of your capacity.

How does your method to communication differ out of your colleagues in different fields?

Everybody has their very own method. My type has all the time been to be easy with no agenda aside from to get the job achieved. I don’t consider in being the loudest voice within the room. Humor is central to how I navigate every day. The work is severe, however I by no means take myself too significantly and having a wholesome dose of self-deprecating humor is a plus.

How do you keep updated on the newest within the area? Are there any sources that you just discover significantly helpful?

I attempt to learn as a lot as I can from the newest trade publications. Nevertheless, for me, studying the key dailies just like the NY Occasions, Washington Put up and the Wall Avenue Journal enable me to maintain up on information which may not have an effect on my work straight now however definitely can have an effect. Networking is one other nice method to sustain. Hopefully, as we ease out of the pandemic networking can be a precedence (at the least in particular person)!

At this 12 months’s Strategic Communications Convention, you’re headlining a session on taking dangers, beating adversity and making a daring tradition. Are you able to give our readers a sneak peek at what they’ll count on to be taught?

I joined Walgreens on the peak of the pandemic and needed to assume duty for serving to lead our exterior communications by means of probably the most intense and troublesome intervals within the firm’s historical past.  I realized find out how to take dangers, step outdoors the consolation zone and maintain a crew collectively that was bodily aside.


In case you’d like to realize new strategic insights and communications methods for inside and govt comms, public relations, advertising and marketing and social media, be a part of us at Ragan and PR Each day’s Strategic Communications Convention, the place audio system from Walgreens, Lockheed Martin, Microsoft, Pepsico, Fb and extra will share their concepts and success tales. Register at this time!

Jon Minnick is a convention producer for Ragan and PR Each day. Observe him on LinkedIn.



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