pr execs of the year
WINNER: RUSSELL HO W ARD
SVP, COMMUNICATIONS, NATIONAL GEOGRAPHIC CHANNEL
ered to contribute toward our common goals. Also, one of
the major keys to the caliber of our results is the support
of senior management and, especially, the programming
department.
CFTM: As a member of the senior executive team, you’re
often called upon in areas outside the typical PR exec’s
domain. How do you balance day-to-day with bigger-picture
thinking?
RH: This is where an exceptionally strong team could not
be more critical. I have total faith in them to execute literally
dozensofsimultaneousprojects, which givesmethefreedom
to divide my attention.
CFTM: We understand you are also the go-to guy for crisis
management. How do you remain calm under pressure?
RH: Calm, of course, is a relative term. But in general, what’s
most effective in a crisis is to focus on the speci cs of the
context, address them head on, then strategically determine
the outcome you want to achieve and how best to get there.
While sometimes a sense of urgency is essential, it’s counterproductive to add accelerant to what is almost always a
pressurized situation.
Not one to toot his own horn, understated Russell
Howard lets his record speak for him. It’s quite a record.
In 2008, the NGC PR team grabbed CTAM’s Gold Mark
award for Best PR Campaign in cable, for the 3rd consecutive year. It also took all the Silver awards and the Top of
the Mark honor, the rst time a PR campaign received that
trophy, Not bad for a relatively small team. Its edge may be
Howard’s knowledge of the brand. We asked the Channel’s
13th employee how he and his team do it.
CFTM: Among the many campaigns you spearheaded in
2008, which was your personal favorite? (We’re a little partial
to the Stonehenge Decoded campaign with Christopher
Guest as legendary faux rocker Nigel Tufnel discussing the
legendary rock formation.)
RH: I loved the unexpected creative twist of the Nigel-Stone-henge campaign, which allowed us to tap into a counterculture icon to promote a major scienti c discovery, as well as
the adrenaline-infused live Jet Man campaign, with its inherent
immediacy and uncertain outcome.
CFTM: What are the biggest challenges/opportunities you
CableFAX: The Magazine: NGC has won numerous see for yourself and the network in 2009?
PR accolades and saw prime-time live ratings grow for the RH: Not surprisingly, everyone is grappling with the eco-sixth year in a row, yet your staff is smaller than most other nomic factors and their myriad of implications. Beyond the
networks. What’s your secret? challenges for us as a network, the pressures on the larger
Russell Howard: There’s no one secret. I can’t over- media landscape present both a challenge and opportu-state the advantages of having an exceptionally strong brand nity since its reducing the numbers of available outlets,
and exceptionally compelling content. Every member of the reporters and editors while also elevating the importance
team is encouraged to develop their talents and empow- of those still standing.
