Schering-Plough Executive Lectures - 2010


Exploring the Many Facets of Corporate Communication

 Offered by the MA in Corporate and Organizational Communication


Fairleigh Dickinson University

January 30 - March 13, 2010

All Lectures Held on Saturdays from 9:00am - 1:00pm


All questions about the 2010 Schering-Plough Executive Lecture Series should be directed to the Master of Arts in Corporate & Organizational Communication Program Office at or 973-443-8473.

The Schering-Plough Executive Lecture Series offers a forum in which corporate communication professionals, communication scholars, journalists, and other guest lecturers, talk about a wide range of topics connected with corporate and organizational communication. Students are given a unique opportunity to listen to and interact with some of the leading figures in their respective fields.

The series is sponsored by an endowment given to Fairleigh Dickinson University from the Schering-Plough Corporation.

The theme of the Spring 2010 Executive Lectures series is: “Exploring the Many Facets of Corporate Communication.” Those who work in the field of Corporate Communication are well aware of the richness and variety of the field. It can include public relations work, marketing communications, media relations, corporate advertising, investor relations, public affairs, and more! Beyond these increasingly blurry categories, Corporate Communication practitioners must also deal with the less tangible areas of change, crisis, culture, intergenerational communication, and social responsibility. Technological advances have changed the corporate communication world even further with Social Media and all of its related tools and tactics now taking center stage. With all of this in mind, this year’s Lecture Series will offer a broad-based examination of all that the field has to offer to those who choose to examine and appreciate this multi-faceted jewel.




January 30

The Power to Reinvent
Susan Ascher

Founder, President, and CEO, The Ascher Group

From Tylenol to Tiger: The Evolution of Crisis Management
Karen Doyne

Managing Director and Co-Leader, U.S. Crisis Practice, Burson-Marsteller


February 6

Communicating in Today's Media Environment: Tips for Working with Traditional and Social Media Outlets
Wayne Catan and Brian Murphy

Vice-Presidents, Coyne Public Relations

Community Relations: A High Touch Way of Bolstering Your Reputation
Douglas M. Fenichel
Region Director, Public Relations and Communication, K. Hovnanian Homes


February 13

What Were They Thinking? Crisis Communication: The good, the bad and the clueless
Steve Adubato, Ph. D

PBS Anchor, Media Analyst and Star-Ledger Columnist, Founder and President, Stand and Deliver

Merger Communications: Keeping Employees Informed and Engaged
Gail Fowler

Executive Director, Global Communications, Merck and Co.


February 20

Why Resistance to Change Isn’t Always a Bad Thing: Designing Effective Communication Around Organizational Change
Laurie Lewis, Ph. D.

Director, M.C.I.S. Program, Rutgers, The State University of New Jersey

Public Relations: A 2nd Generation Perspective
Michael Cherenson
Executive Vice-President, Success Communications Group, 2009 Chair, CEO, Public Relations Society of America


February 27

Building a True Blue Sustainability Brand in an Age of Green-Wash. Turning Quiet Accomplishments into a Defining Reputation
Robin Rotenberg

Vice-President, Corporate Communications and Chief Communications Officer, BASF

Fear and Loathing in the Global Village
Joel Postman

Consultant and Author of SocialCorp: Social Media Goes Corporate


March 6

Pitching Your Story for Television: Lessons for Future PR Practitioners
Maria DeNoia Arohnsen
Senior Correspondent, NJN Public Television and Radio

Political and Corporate Communication: It's all the Same . . . Just Different
Paul Aronsohn

Vice-President, Corporate and Public Affairs, MWW Group


March 13

Communicating is Work
Joann Keyton, Ph. D.

Professor of Communication, North Carolina State University

The Role of Integrated Marketing Communications in Public Relations
Norman Booth

Assistant Vice-President, Technology Practice Area, Coyne Public Relations


Presenter Bio-Sketches

Steve Adubato

Steve Adubato is an Emmy Award-winning anchor on PBS, media analyst and Star-Ledger columnist. He is also a best selling author, university lecturer and professional communications and leadership coach whose company Stand & Deliver offers invaluable workshops, seminars and executive one-on-one coaching. As a media and communication expert, Steve has appeared on the TODAY Show, CNN, FOX News, FOX 5 in New York, MSNBC as well as CBS/2 in New York. He has also provided expert on-air commentary for NPR—National Public Radio. Steve is the founder of Stand & Deliver: Communication Tools for Tomorrow’s Leaders, a program that provides communication and leadership skills to young people in urban areas. Annually, the Stand & Deliver program provides over 400 young adults with the tools they need to become better citizens and to more effectively compete for and succeed in future employment. Dr. Adubato is a distinguished visiting professor who lectures at Rutgers University, Seton Hall University and Montclair State University, teaching courses on leadership, communication and media. He is also the author of three books, Speak from the Heart, Make the Connection and What Were They Thinking?


Paul Aronsohn

Paul Aronsohn joined the MWW team as Vice President, Corporate and Public Affairs in 2009. Paul arrived at the MWW Group with nearly 20 years of experience working directly with elected officials, legislators, administrators and corporative executives. His extensive communications and public affairs background spans across both the public and private sectors. With respect to politics and government, Paul has worked on the federal, state and local level. Following his undergraduate and graduate work at The George Washington University, in 1992, Paul began his career doing opposition research for the Clinton for President campaign. He then spent the next 8 years working in the Clinton Administration – first at the U.S. Department of State and then at the United Nations, where he served under three U.S. Ambassadors – Madeleine Albright, Bill Richardson, and Richard Holbrooke. Paul also spent a year serving as then-Governor Jim McGreevey’s Communications Director and Spokesman. In 2006, he ran for Congress in New Jersey’s 5th District. And now serves as Councilman in Ridgewood (Bergen). With respect to his corporate experience, Paul worked for about 7 years as a public affairs executive at Pfizer Inc. Here, too, his responsibilities included work on international, national and regional issues – from promoting the company’s work at the World Health Organization in Geneva to strengthening relationships in Washington to working alongside patient advocacy organizations throughout the northeast. Throughout his exciting career, Paul has had many memorable moments, most notably meeting Nelson Mandela...running for Congress...working at the United Nations...playing softball with Bill Richardson...and appearing on Comedy Central's “The Colbert Report.”


Susan Ascher

Since opening her doors in 1981 as an executive search practitioner, Susan has become an expert on every aspect of the labor market and work/place issues. The Ascher Group, a WBE certified woman-owned business and an Inc. 500 company, has continuously reinvented itself to adapt to a changing environment. Susan has learned the power of reinvention to achieve her goals on both a personal and professional level. Today, she is speaking to the historic four generations of workers on the need to create their own “career”. Besides discussing the “Portfolio Career,” Susan speaks on a multitude of topics which range from entrepreneurship to building performance driven teams to addressing the importance of soft skills such as manners, image and presentation. Susan is a powerful communicator and transforms the way individuals see themselves and their relationships to their peers. She is a colorful speaker whose audience is enthralled by her candor and no-nonsense approach. A survivor of five recessions, Susan leaves an indelible imprint on those who hear her speak. She is a frequent commentator on TV 8 in Vail, Colorado and been interviewed on Bloomberg, ABC, NBC, CNBC, News 12 and My9TV.


Norman Booth

Norman Booth, D. Litt is an Assistant Vice President at Coyne PR responsible for the company’s Technology practice. He focuses primarily on consumer technology, information technology, knowledge and business process management, higher education and professional services market sectors. Prior to Coyne, Norman was at Keating Public Relations, overseeing the science and technology division. He managed strategic account direction and tactical program implementation for bioscience and industrial research markets, communications technology firms, nanotechnology developers, and statistical arbitrage hedge funds. Before Keating, Norman was a director of Global Public Relations for Telcordia Technologies, a company specializing in the development of next-generation communications technology. Norman also worked for AT&T Corporation providing media relations and industry analyst relations support to AT&T’s data services business unit, and provided support and counsel to AT&T’s financial analyst relations program at the corporate level. Norman was also PR counsel for AT&T Solutions, the company’s business process management and professional services organization. Norman has written several opinion pieces and academic papers for professional journals in the Communications, Health Care and Information Technology sectors. He holds a Bachelor of Science degree in Journalism and a Bachelor of Science degree in Business Administration from West Virginia University; a Masters of Business Administration degree with a specialization in Decision Support Systems from Southern New Hampshire University; a Master of Arts degree with a specialization in Corporate and Organization Communication from Fairleigh Dickinson University; and, a Doctor of Letters degree with a specialization in Science, Technology and Philosophy from Drew University. He has served as an adjunct instructor at Fairleigh Dickinson University and currently serves on the Board of Advisors of Corporate Communication International (CCI) at Baruch College/CUNY


 Wayne Catan

For nearly eleven years Wayne ran a one-person PR firm where he publicized; spread the word about the first Internet Olympics via; and served as the AOR for United Media (Peanuts, Dilbert). He also handled product publicity for Scholastic, Inc., and successfully implemented PR programs for Nike and Muscle Milk. For his accomplishments at Catan Communications, Wayne received PRWeek's Solo Practitioner of the Year award in 2001. He is featured as a case study in the textbook: Public Relations: A Values-Driven Approach. He finished as runner-up at the 2004 PR News Awards in the category of Media Professional of the Year. Wayne started his career at Manning Selvage & Lee in New York City and stayed in New York and worked for ten years managing blue chip clients such as Reebok, Nikon and Visa International. He has penned book reviews for The New York Times and music reviews for Cover Magazine. At Coyne Public Relations Wayne spearheaded the media relations efforts for the Silver Anvil Award- winning bike-sharing program-Freewheelin-at the 2008 political conventions. Wayne Catan is a graduate of Syracuse University, with a bachelor of science in communications.


Michael Cherenson

A 15-year industry veteran and the author of three studies on the impact of reputation, Michael Cherenson is Accredited in Public Relations (APR) by the Universal Accreditation Board and Public Relations Society of America. His expertise extends to all disciplines of public relations including corporate, marketing, internal and crisis communication, government relations, event management and interactive public relations. At The Success Communications Group, he serves as chief public relations counselor and strategist and oversees all public relations activities for the firm’s diverse clientele. In October, 2003 Cherenson was elected to a three-year term on the national Board of Directors of the Public Relations Society of America (PRSA), the world's largest professional organization for public relations professionals, with nearly 20,000 members. Cherenson currently serves as chair of the PRSA’s Advocacy Advisory Board and liaison to the Public Relations Student Society (PRSSA). A past President of the of the New Jersey Chapter of the PRSA, Cherenson was honored with the PRSA-NJ's Service Award in 2002. He is a graduate of Ithaca College (NY), Ithaca, NY, and is an alumni of the prestigious Graduate School of Political Management (GSPM) at George Washington University, Washington, DC.


Marie DeNoia Aronsohn

Marie DeNoia Aronsohn is a Senior Correspondent for NJN Public Television and Radio, covering a variety of breaking and on-going news assignments. Marie also fills in as anchor for NJN News. DeNoia Aronsohn was born, raised, and educated in New Jersey. Her career at NJN spans more than a decade during which she has won two Emmy awards for her reporting and producing and has garnered four Emmy nominations. Marie was named Italian-American woman of the year in 1996. Marie graduated from Douglass College, Rutgers the State University and got her start in journalism writing newspaper features, reports and movie reviews. She came to work in television at a local cable TV station where she won an Associated Press award for her extensive coverage of the groundwater pollution threat in Ocean County. Marie's experience in TV news includes anchoring and producing at MSNBC and reporting and writing at WCBS-TV in New York. She has also produced and narrated a documentary about the importance of early detection in breast and cervical cancer for the New Jersey State Department of Health and Senior Services. Marie has produced various radio and television projects for Rutgers University.


Karen Doyne

Karen Doyne is co-leader of the U.S. Crisis Practice for the global public relations firm Burson-Marsteller and is based in the agency’s Washington, D.C. office. She has helped corporations and other organizations manage some of the most challenging crises of the past 20 years, such as the shootings at Virginia Tech and at the U.S. Holocaust Museum; the massive recalls of Sony laptop batteries and Firestone tires; high-profile pharmaceutical trials; health scares over lead in children’s toys and melamine in pet food; government antitrust prosecutions; major data security breaches; and public health controversies over chemicals in food and drinking water. She has even been involved in the White House gate-crashing scandal. Karen was named by PRWeek as one of the nation’s top crisis counselors, and in 2007 was honored by Washington Women in Public Relations as one of the top PR practitioners in the Nation’s Capital. Her career spans nearly 30 years and includes experience as a broadcast news reporter, a press secretary in the U.S. Senate, and as head of public affairs and public relations for the Public Broadcasting Service (PBS). A native of St. Louis, Mo., she is a Phi Beta Kappa graduate of the University of Minnesota with a bachelor's degree in both journalism and theater.


Doug Fenichel

Doug Fenichel, APR, has more than 25 year of journalism and public relations experience. Currently the region director of public relations for K. Hovnanian Homes, one of the nation’s largest builders, he’s involved on a daily basis with media relations, employee communications, community relations, government and public affairs and a variety of other disciplines. He created the company’s first strategic communications plan. He entered public relations in 1983, part of the team that shepherded AT&T through its historic breakup. Fenichel also has counseled companies in the automotive, healthcare, packaging and real estate industries. He has worked for agencies and, as president of his own firm, published a magazine. He has won numerous awards. Among his accomplishments is shepherding legislation through the New Jersey General Assembly that brought emergency vehicles under the state’s Lemon Law.  Fenichel spent 10 years as a reporter and editor before entering public relations. He worked for several publications including the New Haven Register and Journal-Courier and the Tulsa Tribune. He has been published in a variety of publications, including the Journal of the American Medical Association and has produced pieces heard on National Public Radio and CBS News radio. A graduate of the University of Missouri-Columbia, Fenichel did graduate work at Webster University in Kansas City. He is an accredited public relations practitioner and is past president and former ethics officer of the New Jersey Chapter of the Public Relations Society of America. Fenichel also is a paramedic for Saint Clare’s Hospital and a firefighter/EMT with the Flanders Fire Company and Rescue Squad. He is married with two adult children and one childish cat.


Gail Fowler

At Merck, Gail directs Merck's global communication strategy for 110,000 employees, worldwide. Her area of responsibility covers content, editorial services, channel management and measurement. Most recently, Gail led the team that developed and executed all employee communications for Day One of the merger between Merck and Schering-Plough. She has nearly 30 years experience working for Fortune 500 companies, and her background includes community and media relations, product support and creative services. Credited with starting Merck's first executive blog and global social media web site, Gail has been recognized by the International Association of Business Communicators multiple times, most recently for electronic and interactive communication. Gail is a Drew University graduate and former Madison resident.


Joann Keyton

Joann Keyton (Ph.D., The Ohio State University, 1987) is Professor of Communication at North Carolina State University. Her current research examines the process and relational aspects of interdisciplinary teams, the role of training and influence of culture in organizational interventions, and how messages are manipulated in sexual harassment. In addition to publications in scholarly journals and edited collections, she has published three textbooks for courses in group communication, research methods, and organizational culture in addition to co-editing an organizational communication case book. Keyton was editor of the Journal of Applied Communication Research, Volumes 31-33. Currently she is Editor of Communication Currents and Editor of Small Group Research. She is a founder of the Interdisciplinary Network for Group Research. For more information, contact Joann at or


Laurie Lewis

Dr. Laurie Lewis is an Associate Professor of Communication and Director of the Masters of Communication and Information Studies (MCIS) program in the School of Communication and Information. She earned her Ph.D. in Communication from the University of California, Santa Barbara. Her specialty in research and teaching is organizational communication. Her research in the areas of organizational change implementation, interorganizational collaboration, nonprofit management, and stakeholder communication has been published in a variety of management and communication journals including Academy of Management Review, Communication Monographs, Human Communication Review, Management Communication Quarterly, among others. She serves on the editorial boards of several highly regarded journals.   She is currently authoring a book entitled Implementing change in organizations:  A stakeholder communication perspective. She is a member of the International Association of Business Communicators, the National Association of Planning Councils, the National Communication Association, and the Academy of Management. She has provided training and consulting for numerous organizations including Lowe’s, Kraft Foods, Merril Lynch, USAID, Internal Revenue Service, Shea Homes, Habitat for Humanity, Frito-Lay Corporation and the Veteran’s Administration Hospitals.


Brian Murphy

Brian Murphy is a Vice President at Coyne PR and leads the toy and juvenile products group which includes Toys“R”Us, Babies“R”Us, Hasbro Games and Crayola. An eleven year industry veteran, Brian is a consumer media specialist with experience in the toy, apparel and accessory, electronic, sporting goods, juvenile products and home and garden categories. Brian also has extensive knowledge of the licensing industry having represented some of the most well-known entertainment and corporate brands, including Warner Bros., Sony and Jeep. While at Coyne PR, Brian has helped develop and execute some of the agency’s most successful public relations programs. In 2009, Brian led the campaign on behalf of Hasbro Games for the 60th birthday celebration of Candy Land, which was highlighted by the famous Lombard Street in San Francisco being turned into a giant Candy Land game board. Prior to joining Coyne, he was an account supervisor with Alan Taylor Communications in New York, where he spearheaded programs for such global accounts as MasterCard, Diageo and Bombardier Recreational Products (BRP). He also led the domestic PR campaign for worldwide Olympic partner Panasonic during the Torino Games, which included numerous domestic and on-site activities with Olympic Gold Medalist Picabo Street.


Joel Postman

Joel Postman is a veteran corporate communicator and the author of SocialCorp: Social Media Goes Corporate, which Computerworld named one of five essential social media books for 2009. Joel has five years of social media and social business background, prior to which he had over a decade of Fortune 500 corporate communications, public relations and marketing experience. He has worked with dozens of leading companies and organizations like Cisco Systems, Dell, Hewlett Packard, Yahoo, Sun Microsystems, MolsonCoors, Freescale Semiconductor, NVIDIA, Golden Gate University, the Forum for Women Entrepreneurs and Executives, and others. Joel’s corporate communications experience includes four years as the speechwriter to the CEO of Sun Microsystems, and senior communications positions at Hewlett-Packard and Cisco Systems. He has a BA degree in communications from Humboldt State University, where he was graduate teaching assistant for the journalism department. His Socialized blog is highly ranked among Advertising Age’s top 250 PR, advertising and media blogs. Joel lives with his family in Boulder Creek, California, in the Santa Cruz Mountains.


Robin C. Rotenberg

Robin C. Rotenberg is BASF Corporation’s Vice President, Corporate Communications and Chief Communications Officer and directs all strategic and tactical elements of BASF’s internal and external communications in North America. In her current role, which she assumed on February 1, 2009, she is responsible for media relations, marketing communications, advertising, executive communications, community relations, employee communications, trade shows and special events, and brand management. Prior to her current position, Ms. Rotenberg served as President of BASF Canada, a position she had held since April of 2005. In this role, she was responsible for all BASF businesses in Canada, including Agricultural Products and Nutrition, Chemicals, Performance Products and Plastics. In addition, Ms. Rotenberg had responsibility for the management of BASF Canada’s internal services including Communications, Legal, Human Resources, Finance and Logistics. Prior to her tenure as President, Ms. Rotenberg was BASF Canada’s General Counsel and Corporate Secretary, with responsibility for Communications, Legal, Insurance, and Real Estate issues. Ms. Rotenberg earned a Bachelor of Laws degree from the University of Western Ontario and was subsequently called to the Ontario bar in 1987. She holds a Bachelor of Arts degree in Political Studies and a Bachelor of Education degree from Queen’s University, Kingston, Ontario.