Writing & Communications by Susan Hathaway

Monday, August 25, 2003

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Contact Information
email: shath@pacbell.net
phone: (650) 322-9993

Resume with focus on hi-tech marketing writing
Resume with focus on hi tech corporate communications


Blah blah blah blah blah. What, you were expecting the usual buzzword-ridden, self-serving positioning statement about who Susan Hathaway is? Better to skip right over it, since her schtick is not being like everybody else in the world of high-tech communications. That’s probably because she’s a part-time journalist who brings that mindset into her communications career.

Taking a creative approach and being hung up on good work and results was her focus while she led PR teams at Sun Microsystems and Intel and oversaw corporate communications at components leader ILOG. Evidently, professional organizations like IABC and PRSA like her quality obsession, since they’ve given her a few dozen awards.

In the high-tech PR realm, she has worn virtually every hat – corporate, product, verticals, and so on – even building new programs like competitive communications. Thinking like a journalist has been quite handy in this sphere. But the sister field of marcom has also been under her wing. And has also benefited from her push-the-envelope approach.

Lately, she’s been running communications for the SPM eGroup and has also been taking on interesting consulting projects, from creative copywriting to designing whatever communications program will best move the needle for technology clients of all sizes. Particularly when it involves big challenges and fresh approaches.

And why the heck is she still talking about herself in the third person?

Interview with Cynthia Typaldos

In a wide-ranging discussion about hi-tech public relations with Cynthia, the founder of the Software Product Marketing eGroup/ProfGuilds, founder of RealCommunities, and co-founder of GolfWeb, she had only this real point to make:

Resume with focus on hi tech marketing writing


Award-winning writer/editor seeking challenging opportunities in fast-moving environment that would benefit from creativity, consummate editing skills, speed & reliability, broad experience and new ideas.



9/02- present

7/98-2/02 - ILOG, Inc.
Director, Corporate Communications & Marketing Writer

Built & led team of 7 handling corporate marketing for #1 supplier of software components. Also handled all significant copywriting, including white papers, direct mail, advertising, web copy, PR documents, etc. Among results: leads boosted 1,000+%; stock price significantly up via strategic PR campaign; visibility in U.S. went from nothing to wide industry recognition, honors like “hottest company,” etc.

7/97-7/98 - Intel Corporation
Senior Group Manager, Business Computing Communications Group

Launched and built new 5-person communications group that boosted Intel’s image within enterprise computing market. Writing limited to press releases and other PR documents.

7/88-7/97 - Sun Microsystems, Inc.
Manager, Competitive Communications Group & Marketing Writer
Conceived of and launched first-of-its-kind group engaged in proactive & reactive communications aimed at key competitors. Developed cross-company information network for competitive analysis; achieved some FUD successes. Also tapped to develop ideas and perform copywriting for strategic corporate marketing campaigns.
Group Manager, Market Development Communications Group & Marketing Writer
Led 5+-person group that managed PR programs in key areas: financial services, telco, manufacturing, e-commerce, retail, major ISV partners (Oracle, Sybase, SAP, etc.). Increased quantity & quality of coverage tenfold. Copywriting was focused on PR documents, but was frequently tapped to write for key corporate projects.
Group Manager, Creative Services Group
Led 3-person group (plus 5-10 contractors) that managed all writing, speeches for CEO/VPs, videos, contributed articles, major events, satellite t.v. program. Pioneered new approaches such as product introductions via satellite. Writing was frequently awarded internally and externally.
Manager, Corporate Writing, PR Dept.
Oversaw concept/execution of all documents. Won many awards for work. Created and managed video news release program, including script writing, giving Sun exposure to 35 million t.v. viewers worldwide on key t.v. shows. Also planned & wrote Sun annual reports and key strategic documents.
Technical Writing Manager, PR Dept.
Set up systems and training for materials production that resulted in significant quality increases, improved timeliness, greater effectiveness with press. Created and managed contributed articles program, resulting in more than 200 placements with key publications. Management of writing function saved Sun approximately $500K/year.

5/84-6/88 - Tycer-Fultz-Bellack/BBDO Advertising & Public Relations, Palo Alto. Clients served: Adaptec, Maxtor, AT&T, Sytek, Chips & Technologies, ASK Computer, Monolithic Memories, others.
Manager of Writing Services
Worked closely with client CEOs to counsel, plan speeches, create publicity programs. Developed several award-winning annual reports and a variety of other successful documents.
Staff Writer
Won first-ever professional awards (9) for company, which were major factor in securing significant new business. Set up systems and training for materials production that increased quality and efficiency, cut costs by 250%.

4/80-4/84 - PRx Public Relations, Cupertino
Account Executive; Staff Writer
Won 9 major professional awards for programs and projects; used to increase new business. Helped company set up new high-tech division, assisting start-ups in planning marketing and communications activities that resulted in rapid sales increases. Ad writing for bank campaign won awards, helping company expand fledgling advertising business.

1/77-7/80 - San Jose Mercury News
Columnist; Feature Writer
Created Mercury’s first professional restaurant column, which became one of 10 most-read sections. Wrote 8 cover stories for Sunday magazine and articles for Living section, including the concept and implementation of a "Taster's Panel" that continues to this day.

BA Journalism, San Jose State University (Dean’s List); editor, Spartan Daily. Post-graduate study, UC Berkeley (marketing and creative writing) and Stanford University (management courses).

Other Activities:
Regular guest speaker on effective marketing communications, UC Berkeley, Software Product Marketing program. Columnist, New West magazine, Accent Magazine, San Jose Mercury News and freelance journalist.

"Java Computing Changes Everything," strategic white paper, published 1997; distributed worldwide in hardcopy and via Web. "Licensing Strategy at Sun Microsystems," The SPARC Technology Papers, copyright 1991, Springer-Verlag.

1995, award for work as PR lead on Business Solutions introduction, Sun
1993, First Place, video project, International Association of Business Communicators (IABC)
1993, Outstanding Contributor, Corporate Marketing Division, Sun
1992, Outstanding Contributor, Public Relations Dept., Sun
1992, First Place, press kit, IABC
1991, First Place, marketing project, IABC
1990, Outstanding Contributor, Corporate Marketing, Sun
1989, Excellence in Technical Communications award, Computer Design magazine
1988, Award for Excellence, Networking Products Group, Sun
1988, First Place, marketing press release, IABC
1987, one First Place, one Honorable Mention award, Public Relations Society of America (PRSA)
1987, two Honorable Mention awards, IABC
1987, TFB Star award
1987, one First Place, two Second Place awards, Peninsula Press Club
1987, two First Place, one other award, Mercury Awards (National Media Conference/PR Forum)
1987, "Excellence in Technical Publications," Computer Design Magazine
1986, two Honorable Mention awards, IABC
1986, specially created award after after five projects swept category, PRSA
1983, First Place, Murphy Award (San Jose Advertising Club)
1982, one First Place, two Second Place awards, Murphy Awards
1982, MAME award (Major Achievement for Merchandising Excellence)
1982, two Honorable Mention awards, Peninsula Press Club
1981, First Place, Peninsula Press Club
1981, First Place, PRSA
1976, First Place, (for overall PR program), PRSA
1976, First Place, National Publications Association
1976, Honorable Mention, Nikon Nutshell National College Photography Contest

Tuesday, August 05, 2003

Interview with Cynthia Typaldos

In a wide-ranging discussion about hi-tech public relations with Cynthia, the founder of the Software Product Marketing eGroup, founder of RealCommuniities, and co-founder of GolfWeb, she had only this real point to make: