Schering-Plough Executive Lectures - 2007


The Impact of Impact

Offered by the MA in Corporate and Organizational Communication


Fairleigh Dickinson University

All Lectures Held from 9:00am – 1:00pm

The Rothman Institute Auditorium


For Further Information Contact

Jeff Dunsavage ( or Lorraine Gorski (


The Schering-Plough Executive Lecture Series offers a forum in which corporate communication professionals, communication scholars, journalists, and guest lecturers from the worlds of politics and nonprofits, talk about a wide range of topics connected with corporate and organizational communication.

The series is sponsored by an endowment given to Fairleigh Dickinson University from the Schering-Plough Corp. Speakers have been selected and invited by the MA in Corporate and Organizational Communication’s Board of Corporate Advisors. During the course of the lectures, students are given a unique opportunity to listen to and interact with some of the leading figures in our field.

This year's theme is The Impact of "Impact." Our speakers will talk about corporate communications impact in all of its possible meanings: measured impact on the bottom line or corporate reputation, as well as less tangible impacts on employees, communities, media, and cultures.

However, communication professionals and scholars know such numbers are infused with more than a little subjectivity. Furthermore, a narrow, time-bound focus on such measures tends to obscure other TYPES of impact that are more difficult to measure: on employee morale and motivation, on the communities in which the companies operate, on corporate reputation.

So the 2007 Schering-Plough Executive Lectures series will focus on communication impact in both the broadest and most narrow sense of the word: how corporate communication affects stakeholders, the news media, and society and culture in general.



Saturday, January 27

The Impact of Impact Kick Off

Patricia Walsh, Vice President, Communications and Marketing, Information & Media, The McGraw-Hill Cos.

Adam Yates, Director, Corporate Communications, Fuji Photo Film USA Inc.


Saturday, February 3

Lessons from the Tarmac: What I Learned About Communications While Waiting to Take Off

Camilla Jenkins, Vice President of Corporate Communications, Fuji Film USA Inc.

Restoring America’s Corporate Reputation

Ron Alsop, News Editor and Senior Writer, Wall Street Journal


Saturday, February 10

Getting the biggest bang for the buck through effective vendor management

Caroline Langer, Manager of Corporate Communications, J.M. Huber Corp.

The Impact of Ethics Practices on Business

Emmanuel Tchivdjian, Senior Vice President and Chief Ethics Officer, Ruder Finn


Saturday, February 17

Talking One-to-One: The Impact of Interpersonal Communication Within Corporate Communications

Guy Fielding, Head of Research and Development, CM Insight

Why change is so difficult and what we can do to help people change: a psychological perspective

Susan Llewelyn, Senior Research Fellow, University of Oxford


Saturday, February 24

Social Media Goes Global

Steve Lubetkin, Managing Partner, Lubetkin and Co.

A Brief Review of Military Corporate Communications

Ray Shepherd


Saturday, March 3

Business Diplomacy: Using the Tools of Diplomacy for Impact and Staying Power

Barie Carmichael, Senior Counselor, APCO Worldwide and Batten Fellow, The Batten Institute. Darden Graduate School of Business, University of Virginia

Corporate Governance, Corporate Social Responsibility and Communication

Stanley Deetz, Professor of Communication, University of Colorado at Boulder


Saturday, March 10

Gail Thornton, vice president, International Communications, Schering-Plough

Navigating the Seamless World: Business Communication in the New Technological Landscape

James Irwin, Assistant Director of the Implementation, Communication and Learning Group, Americas IT Division of Ernst & Young

Impacting Buzz: Personality as Political Communication

Robert George, New York Post


Bio-Sketches of Lecturers


Ronald J. Alsop, a news editor and senior writer at The Wall Street Journal, is the author of the book The 18 Immutable Laws of Corporate Reputation: Creating, Protecting, and Repairing Your Most Valuable Asset. He also is the editor of the Journal's annual ranking of leading M.B.A. programs and author of the new book The Wall Street Journal Guide to the Top Business Schools 2006. In addition, he writes the monthly M.B.A. Track column and articles about business education, corporate reputation and marketing for the Journal. Previously, he served as the Journal’s marketing columnist and as editor of its Marketplace page, and he has written several other books, including The Wall Street Journal on Marketing and The Wall Street Journal Almanac. He is a frequent speaker at international conferences on corporate reputation and business education, and works closely with leading research firms that measure corporate brands and reputations. A graduate of the Indiana University School of Journalism, he lives with his wife and son in Summit, New Jersey.


Barie Carmichael provides corporate management with senior counsel on protecting their brands and reputation during emerging issues and full-scale crises and on structuring their overall communications to employees and external stakeholders for effective results. An experienced board-level advisor and veteran of numerous corporate executive management committees, Barie provides clients with the seasoned voice of experience in corporate communications and issue management, helping them develop effective, actionable strategies and anticipate new developments to protect their business operations and brands while they weather the storm. A recently appointed Batten Fellow at The University of Virginia’s Darden Graduate Business School, Barie is also working with the Darden faculty to develop a new, integrated business model for effective issue management. In addition to her own consulting practice, Barie is a Senior Counselor with APCO Worldwide, a highly respected independently owned global communications consultancy.

Barie has managed global strategic communications in a variety of industries involving regulatory issues, corporate branding, media relations, litigation, employee/member communications, and restructuring. As Dow Corning’s Chief Communications Officer, Barie devised the global turn around strategy for the complex and emotional silicone breast implant controversy, building an award-winning global professional staff who repositioned Dow Corning’s global brand while managing communications involving Chapter 11, layoffs, restructuring and regulatory issues. In addition, her leadership in global employee communications led to more than five Gold Quills awarded to Dow Corning by The International Association of Business Communicators.

Formerly a partner with The Brunswick Group, an international consultancy, Barie provided senior strategic counsel to corporate clients on structuring their communications and managing their reputation during high profile issues, litigation, mergers and acquisitions. As Visa U.S.A.’s executive vice president of corporate relations, Barie integrated Visa’s public relations with its business and brand strategies while facing serious competitive and litigation challenges. She also served as director of corporate communication for an NCR subsidiary.

Barie graduated with honors from Carleton College and holds a Master’s degree in English. She is a member of The Arthur Page Society, a select membership organization for senior public relations and corporate communications executives. Barie resides in Tidewater Virginia, where she and her husband savor sailing on Chesapeake Bay and beyond.


Dr. Stanley A. Deetz is professor of communication and director of Peace and Conflict Studies at the University of Colorado at Boulder. Prior to joining the University of Colorado faculty in 1997, he taught for several years at Rutgers University, chairing the department during the 1980s.

Stan specializes in the study of alternative communication theories and their consequences for studying and changing organizations. His studies of commercial and community organizations have provided a theoretical understanding of organizational governance and decision making with the intent of promoting a more in-depth understanding of various organizational forms and encouraging the exploration of alternative and more collaborative communication practices. Normatively this work attempts to produce governance structures, decision processes and communicative practices that lead to more inclusive, collaborative and creative decisions, more satisfying work experiences, and more positive consequences for the wider society. His current research primarily focuses on relations of power in work sites and the way these relations are produced and reproduced in everyday interaction.

Stan is the author of Leading Organizations through Transitions (Sage 2000), Doing Critical Management Research (Sage 2000), Transforming Communication, Transforming Business (Hampton, 1995) and Democracy in an Age of Corporate Colonization: Developments in Communication and the Politics of Everyday Life (SUNY, 1992), and editor or author of eight other books. He has published more than 100 essays in scholarly journals and books regarding stakeholder representation, organizational decision-making, culture and communication in organizations. He has lectured widely in the U.S. and Europe, including more than 20 keynote addresses at conferences and more than 80 visiting scholar and invited public lectures given at 62 different universities in 12 countries.

Stan was a Senior Fulbright Scholar at Göteborgs Universitët (Sweden, 1994), and has held visiting appointments at Arizona State University, the University of Texas, University of Iowa, and the Copenhagen Business School. He is a Fellow of the International Communication Association, serving as its President from 1996 to 1997, and has held many other elected professional positions. He received the 2004 Distinguished Scholar Award for a lifetime of achievement from the National Communication Association. He also is an active consultant and trainer for U.S. and European companies.


Dr. Guy Fielding is head of research and development for CM Insight, a leading U.K. customer management consultancy specializing in contact (call) centers. A Chartered Social Psychologist, he specializes in applying the principles of good interpersonal and organizational communication to help organizations enhance their use of the multiplying channels of personal telecommunication that organizations must manage when talking with their customers.

Guy joined CM Insight in 2000 after an academic career that closely involved in the development of communication studies as an academic discipline in the U.K. He became head of the Department of Communication and Information Studies at Edinburgh’s Queen Margaret University College in 1991 before joining the faculty of the University of Oxford’s Department of Experimental Psychology in 1997. During his academic career he was involved in designing and launching the U.K.’s first degree in communication studies at Sheffield Hallam University, the U.K.’s first public relations degree at Bournemouth University, and the U.K.’s first degree in corporate communication at Queen Margaret University College.

Since joining CM Insight, Guy has undertaken major projects with many of the U.K.’s leading companies, such as BT, the post office, National Rail Enquiries, Toyota, Vodafone, Sky, First Choice, Powergen, MBNA, Capital One, Royal Bank of Scotland (Direct Line), Barclaycard, Lloyds TSB, Virgin Money and major U.K. police forces, government agencies, health-care providers and not-for-profit organizations.


Robert A. George is associate editorial page editor for the New York Post and writes several editorials each week on a variety of social and political issues. A regular political commentator, he has appeared on CNN, Fox, MSNBC, CNN Headline News and other media outlets. He is the editor of the blog, Ragged Thots ( Other written work has appeared in National Review, The New Republic and Reason. Robert previously served as Coalitions director for the Republican National Committee and special assistant/senior writer to Speaker of the U.S. House of Representatives Newt Gingrich. His extensive travel has included visits to Europe, Africa, Asia and the Middle East.

Robert was born on the Caribbean island-country of Trinidad and Tobago and raised in Great Britain and the United States. He received his Bachelor of Arts from St. John’s College in Annapolis, Md., and resides in Brooklyn, N.Y. His interests and hobbies include performing stand-up and improvisational comedy.


James Irwin is assistant director of the Implementation, Communication and Learning group in the Americas IT division of Ernst & Young, a leading global professional services firm with $17 billion revenue in 2005. He leads strategic and tactical communication efforts for the Global Chief Technology Officer and the Americas Chief Information Officer, affecting as many as 107,000 personnel in 140 countries.

James previously maneuvered through the dot-com landscape, having served as vice president and general manager of a software firm offering technology e-learning and a suite of recruitment tools, as director of affiliate marketing for a news syndication firm, and as director of content and alliances for a consumer e-commerce site, where he designed and built one of the first context-sensitive content delivery applications. He was the founding managing editor for Comcast Corp.’s New Jersey online properties, where he was honored by Ziff Davis Media for building the best Web site operation in the nation’s cable industry; and was a partner in a San Francisco consulting firm, which established itself as a regional leader in specialty business communication and public relations.

James also had a successful parallel career as a media artist, exhibiting his films, videos and performances in one-person and group shows throughout North America. He has received awards from the National Endowment for the Arts, Rockefeller Foundation, National Endowment for the Humanities, San Francisco Museum of Modern Art, and others.

James has taught communication and media at various institutions including the University of California at Berkeley, San Francisco State University, William Paterson University of New Jersey, and Rosemont College in Pennsylvania, and has been a frequent speaker at conferences and seminars. He serves on the executive board of the New Jersey Communication Association, on the advisory board of the graduate program in corporate and organizational communication at Fairleigh Dickinson University, and is an associate editor of the Atlantic Journal of Communication. He earned his B.F.A. from New York University and his M.F.A. from the San Francisco Art Institute. He and his family live in northern New Jersey.


Camilla Jenkins is vice president of corporate communications responsible for directing the design and implementation of Fuji FilmUSA's internal and external communications programs, ensuring their strategic focus, consistency and effectiveness. She oversees public relations, corporate contributions and community relations, financial relations, internal communications, Web site operations, corporate sponsorships, and airship operations.

Before joining Fujifilm in 2001, Camilla was director of corporate communications for 11 years at Becton, Dickinson & Co., a medical technology company. Before that, she owned and operated the Camilla Jenkins Agency, a public relations and advertising firm.

Camilla lives in Manhattan with her husband Jenkins (only Adam Yates knows his first name). She enjoys reading, the park, and spending as much time as possible with her three children and four young grandchildren.


Caroline Langer, manager of corporate communication at J.M. Huber Corp., has two decades of comprehensive and successful communication and leadership experience in corporate, agency, entrepreneurial and association settings. She currently manages internal communications programs for J.M. Huber, a multinational diversified company with 5,000 employees and sales exceeding $2 billion.

Caroline’s responsibilities include strategic planning for change events, such as mergers and acquisitions, divestitures and plant closings, reorganizations and reductions in force; working with top management to delineate and disseminate audience-focused messages; overseeing company intranets and publications; leading cross-functional teams; and collaborating with plant leaders, marketing, human resources, environmental health & safety, learning, IT, research and development, the Huber China Office, Six Sigma teams, internal start-up companies, etc., to provide communication solutions.

To maximize the three-person Corporate Communications Department’s limited budget, Caroline directs the activities of vendors (consultants, writers, graphic artists, web designers, photographers, printers, etc.), to get the highest quality work at the best possible price while always leaving room for the end-result to exceed expectations.

Prior to managing external resources, Caroline was a vendor, serving as a senior account executive with Davis & Co., a leading employee communications consulting firm. She provided strategic counseling, created programs to support culture change, conducted and analyzed focus groups and developed conferences for Fortune 500 clients. Previously, she was director of corporate communications for Integrated Food Technologies Corp., a start-up high-tech aquaculture company. She also held senior account management positions with Ruder-Finn and Lobsenz-Stevens public relations agencies in New York, managing media relations, special events and trade show activities, and worked in corporate communications at N.W. Ayer & Partners advertising agency.

Caroline's other leadership positions include President of the International Association of Business Communicators’ New Jersey Chapter, Founding Professional Adviser of the NJ/IABC Student Chapter, Member of Fairleigh Dickinson University’s MA Board of Corporate Advisors, President of the Bowling Green State University Alumni Association’s New York Chapter and Vice President of the Greenbrook Condominium Association Board.


Dr. Susan Llewelyn, senior research fellow, University of Oxford, is a Chartered Clinical Psychologist, a Fellow of the British Psychological Society and the Director of the Oxford Doctoral Course in Clinical Psychology at the University of Oxford. She recently served as Chair of the BPS Committee for Training in Clinical Psychology, which accredits all clinical psychology training courses in the U.K. She also is a member of the Governing Body of Harris Manchester College, University of Oxford where she is a Senior Research Fellow. Sue has a particular interest in the psychological therapies and has published widely, particularly concerning process issues in psychotherapy. In addition to her long-standing fascination with what it is that produces and inhibits psychological change, recent areas of interest have included the related areas of leadership, particularly in health-care organizations on the one hand and the psychology of happiness on the other. To date she has authored or co-authored six books and around 100 academic and professional papers or book chapters.


Steve L. Lubetkin is the managing partner of Lubetkin Communications LLC and its subsidiary, Professional Podcasts LLC, a diversified public relations, communications, Internet broadcasting, and publishing consulting practice that is now a leading provider of business podcasting services.

Steve established his consulting practice in December 2004, after successfully managing media relations activities during the successful completion of the $47 billion Bank of America/Fleet Bank merger. Earlier, he helped manage news coverage of the $7 billion acquisition of Summit Bancorp by Fleet Bank.

Steve is a technology-savvy veteran of more than 25 years in corporate and financial communications, and print and broadcast journalism. His background includes extensive media relations, speech and testimony writing, seminar and conference planning, issues management, and crisis public relations experience. Lubetkin is a frequent speaker on technologies like blogging and podcasting. In August, he lectured on social media at the State Department’s Foreign Service Institute in Arlington, VA. In September, Steve was the keynote speaker at the Public Relations Society of the Philippines’ National Congress in Manila.

He has hosted more than 1,000 investor relations conference calls during a ten-year stint on Wall Street that included producing the first-ever audio Webcasts by a global bond rating agency.

He is the author of three blogs and hosts their associated podcasts: Lubetkin's Other Blog, which comments on journalism and public relations; CompuSchmooze, which amplifies the CompuSchmooze print column with interviews and features; and the Middle Chamber Books Podcast, which features book authors talking about their writing.

Lubetkin Communications launched its Internet broadcasting practice in April 2005, counseling clients about the effective use of podcasts and blogs. The firm produces podcasts for the Rutgers University School of Business Administration’s popular Quarterly Business Outlook Seminar, and also produces programs for NJBankers, a trade association representing major banks in New Jersey; Sun National Bank; ACE-INA Insurance; the Public Relations Society of America, Pinnacle Financial Advisors, and several other clients. In 2006, the firm formed a subsidiary, Professional Podcasts LLC, to focus its podcasting practice.

Steve holds an MBA from the University of Phoenix/ONLINE, and a BA in Spanish and Philosophy from Monmouth College (now Monmouth University), West Long Branch, N.J. He is a past member of the national board of directors of the Public Relations Society of America (PRSA). He holds the "Accredited in Public Relations" credential from PRSA, and is a member of the PRSA College of Fellows.


Ray B. Shepherd, is a senior corporate communication and public affairs professional with extensive experience in internal communications, media relations, crisis and strategic communications planning. He has worked for a Fortune 500 company as well as the military at the national and international level. He has an established reputation for successfully executing communications programs and for being a trusted senior management advisor.

Ray is presently acting as a senior consultant to Definitive Business Solutions, responsible for helping clients’ manage risk and improve their operational performance by delivering proven and integrated business solutions. This includes providing the methodology and tools for strategic communications, crisis management and business continuity.

Ray most recently served as senior vice president for Global Business Communications for Resort Condominium International (RCI), a Cendant company in the timeshare exchange business. His responsibilities at RCI included directing a staff to execute corporate communications and business to business marketing communications for the company’s 8,000 worldwide employees, business partners, news media and community leaders.

He joined Cendant after retiring as a Colonel from the United States Air Force where he served as a public affairs officer. During his time in the military, Ray worked throughout the military in within communications. Ray has been involved with numerous major military public affairs actions and contingency operations throughout his career to include crisis communications actions dealing with international terrorism, humanitarian operations and international aircraft accident responses. During his last assignment he served as the director of public affairs, United States Central Command, where he led the public affairs program garnering tremendous positive national and international media coverage in the global war on terrorism. Most notably, Ray served as a primary architect and leader in media planning and execution during Operation Iraqi Freedom. The program embedded more than 800 national and international media with coalition forces and provided unprecedented live "frontline," coverage never seen by television audiences.

Ray also served in numerous senior level public affairs positions in the United States, Germany, Italy and the United Kingdom where he utilized his experience to guide internal, external and on-line communications programs for the Air Force and multi-service organizations. Most notably, Ray directed all corporate communications functions for the Air Force in Europe and served as the primary media architect for crisis communications during three major international aircraft accidents. Additionally, he commanded the Department of Defense’s American Forces Radio and Television Service Broadcast Center providing news, sports and entertainment to military personnel and their families serving in over 170 countries and U.S. naval ships at sea.

He was selected the Secretary of the Air Force Public Affair Officer of the Year in 1999.

Ray received his bachelor’s degree in Journalism from Texas A&M University and has master’s degrees in management and communications from Troy State University and the University of Oklahoma, respectively.


Emmanuel Tchivdjian is a senior vice president and chief ethics officer at Ruder Finn. He is the executive director of the company’s Ethics Consulting practice. He also leads the firm’s public visibility activities. Emmanuel joined Ruder Finn in 1997 and worked on the Government of Switzerland’s account on issues relating to World War II and the Holocaust.

Prior to joining Ruder Finn, he worked for the Government of Switzerland, engaged in public speaking and organized special media events on these same issues. Previously, he was the program director of the New England-Israel Chamber of Commerce in Boston, Massachusetts.

Emmanuel’s background is in finance. He has provided investment management services to Swiss investment holding companies both in the U.S. and in Switzerland.

He is a Certified Compliance & Ethics Professional and a member of the Ethics & Compliance Officers Association, the national professional association for managers of ethics and compliance programs. He is the Ethics Officer of the New York Chapter of the Public Relations Society of America as well as a member (ex-officio) of National Board of Ethics and Professional Standards. He also is a member of the French-American and Swiss-American Chambers of Commerce.


Gail S. Thornton is vice president, International Communications, for Schering-Plough, based in Kenilworth, N.J. She leads, directs and manages the company's international communications, both externally and internally, and has built a communications function to include a world-class communications network.

Previously, Thornton worked at Pfizer, Inc., where she led the public relations effort for the company's neuroscience portfolio. Prior to her position with Pfizer, she worked at Pharmacia Corporation, where she led public relations and advocacy development activities in the Europe/Canada region, as well as directed public relations and advocacy development for a number of products. Thornton joined Pharmacia from Bristol-Myers Squibb, where she spent 20 years in positions with increasing responsibility, including international product relations, international image and reputation management, and global employee communications.

Thornton holds a B.A. degree in journalism from Rider University, Lawrenceville, N.J., and an M.A. degree in diplomacy and international relations from The John C. Whitehead School of Diplomacy and International Relations at Seton Hall University, South Orange, N.J. She is currently completing a Ph.D. degree in health sciences at Seton Hall University.

She is the recipient of the 2005 Schering-Plough Asia-Pacific Leadership Award for contributions to the region and was recently nominated for a Lifetime Achievement Award in International Public Relations from the Public Relations Association of America (PRSA), an industry trade association. She is serving her 11th term on the Executive Committee of the International Section of PRSA. She is also a member of the International Public Relations Association (IPRA).


Patricia Walsh is vice president of communications and marketing at the McGraw Hill Cos. in New York. Patricia was previously senior vice president of the Corporate Branding Group at Ruder Finn and director of Internal Communications and Knowledge Management at Dow Jones, the publisher of The Wall Street Journal. During her 17 years with Dow Jones, Patricia was director of international development, responsible for The Wall Street Journal’s branded pages in Latin America, Europe and Asia; editor of The Asian Wall Street Journal Weekly; and assistant managing editor of The Wall Street Journal Europe in Brussels. She also was a copy editor for the European and Asian editions of The Wall Street Journal in New York, for the International Herald Tribune in Paris and for several trade newspapers in New York.


Adam Yates is director of corporate communications for Fuji Photo Film USA in Valhalla, N.Y. His responsibilities encompass corporate brand communications and include Web operations, corporate sponsorships, internal communications and the corporate airship program.

Prior to joining Fujifilm, Adam was managing partner for a N.J.-based creative marketing communications company. Previously he was marketing communications manager for Becton Dickinson's Medical Products Group. In addition to product communications and event marketing while at BD, Adam was involved in the development of the company's community relations and strategic giving programs.

Adam joined BD after holding several positions in public policy and communications with Hoffmann-La Roche's Public Affairs Division. While at Roche, he was assistant editor for the company news magazine, Inside Roche, and was staff producer for the company-sponsored Frank Field Health Test TV Series, which was distributed quarterly for national cable television broadcast. Adam started at Roche as a graduate student intern while completing his MA in Corporate and Organizational Communication from Fairleigh Dickinson University.