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Piccaro.jpgBY SPECIAL GUEST CAROL PICCARO, PRESIDENT AND CEO, U.S. CHEMICALS

Golf is one of the perks of my business, and I feel grateful for the opportunity to entertain and be entertained on the "almighty" course. While I've learned much about the game and the people I have played with over the last 20 years, this particular day it was a "golf first."

But going back, I still remember the day a very patient supplier offered to teach me the sport. I felt like I was just admitted to "the club." And I was hooked. I wanted to have all future meetings outside, without desks or tables, phones or Blackberries - just walking down the course, sharing stories.

What luck to be out of the office, enjoying some of the most wonderful settings in the country - and all this for "work!"

Being in the chemical distribution industry, most of my golf rounds are with men. Therefore, I have a wonderful advantage at golf outings, especially when the longest drive competition is not gender-segregated.

In many cases, the women's tee box is a generous 150 yards in front of the men's. You connect, and you may very well be the recipient of a dozen golf balls and winner of the coveted "longest drive" competition. But then at the 19th hole, all the participants hoot and holler that a woman won the honor, which makes for a long walk to receive the prize.

I felt compelled to write this after traveling to Ohio to play golf with a vendor. Once again, I was the sole female golfer. I accepted the invite and agreed that caddies would be a treat.

I appreciate caddies and enjoy their company, as they move the game along, save time ball searching, and help with reading putts, yardage, and providing advice when choosing a golf club. Playing golf is similar to running a company - you need the assistance of a great caddie to shoulder the load.

Caddies.jpgAs we walked up to our first tee, I was blown away to find four young, attractive women as our caddies. Each girl was more pleasant than the next, with a smile from ear to ear. They gladly embraced the work on a hot afternoon.

And for once, I was not in the minority - I had peers, women, and numbers in my favor! The teasing I received for forward tee boxes or a good drive was now met with five sets of eyes staring down the persecutor. It was a wonderful day, and truly the highlight of this noteworthy golf experience.


Photo credits: U.S. Chemicals, Carol Piccaro

Chemical industry journalism is changing

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You've no doubt heard, but the chemical sector is in the midst of a downturn. Prices are fluctuating wildly, plants are closing - some permanently, and established market players with strong pedigrees are being wiped from existence.

For us journalists, there is no better indicator of the tough times we're facing than the dearth of invitations to exotic-sounding press junkets that we receive in our email inbox.

Not so many years ago, my colleagues and I would scrabble for the visit to that exclusive restaurant or the trip abroad to meet the executives of an up-and-coming player.

A nice perk didn't detract from our objectivity or guarantee the publication of an article, you understand, but it often helped to create a more relaxed environment for all concerned. No doubt, those being interrogated by the press felt a little more at ease too.

As well as the meals, there were the trips to China or the US - business or first class, naturally (all offers were welcome) - and days out at a rugby, soccer or cricket match. And what about the gifts left on your table at a conference: a pendrive containing a press release, a shiny new pen or a clock, perhaps?

I've heard many a tale of fantastic sounding trips in the past but thanks to cost cutting and belt tightening, those halcyon days of the 1980s and 1990s are now long gone.

It's all very well being emailed information - very helpful, in fact - but you can't beat a gaggle of journalists getting together to query the latest financial figures face to face with company execs, or asking when a plant is finally going to restart, if ever.

Clearly, the chemical sector is going through a period of change but it's a real shame, not only because the press like a good day out - but because this remains a people industry.

Nurturing relationships is essential in our profession; it's all about meeting people and establishing contacts with key figures who we can call upon for an opinion or quotable soundbite now and again. It also helps companies understand what journalists look for in a story and how best to disseminate that information.

Let's hope that cutbacks, and the increased use of webinars and conference calls, don't signal the death knell for the last remaining press events and stop these all important relationships from forming.

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