img_0282.jpg

Brad Goode – Washington Federal

Try keeping up with Brad Goode. It’ll leave you out of breath. He’s part man on a mission, part kid in the candy store. For the past year and a half, the former TV anchor (KOMO 4, CNBC, KING 5) has been Senior Vice President & Director of Marketing/ Communications at Washington Federal in Seattle. And while for some, the September, 2016 transition to life after the newsroom could have been tough, for this repurposed journalist, the career move to the finance industry is paying big dividends. Brad Goode is still using the same storytelling muscles he did when he met a daily deadline and got up before the crack of dawn to deliver the morning news.

In an energetic, non-stop interview at Washington Federal headquarters in downtown Seattle Goode talked about making the leap from journalism to banking.

BG: “It’s a little bizarre, I’d been looking to transition for maybe six, eight months, just saying, “I love business. I’ve covered business for years in news.” And I just thought the time was right to jump to a business that may need the skill set of a 30-year broadcaster, in terms of marketing, communications, community relations with the time that I’d spent here in Seattle. And after interviewing with about a dozen companies with their executive teams, lo and behold, I come to find that this bank, Washington Federal, that’s been around 100 years, had not done much marketing or promotion of itself or its products. And I come walking through the door saying, “Hey, I’m looking to do something like this. I’ve got an affinity for covering business news.” And they said, “Well, we’d like you to help us out.” And after about six or seven interviews and lunches and I was starting to wonder, “When do you get a job offer in this banking business if things are going so well and you’re meeting with the CEO?” And then finally they said, “No, we would like you to run our marketing communications department.” I thought, “Wow. Well, that’s a big step.” But they embraced what I was able to bring. I’m unlike anybody else in the building, obviously.”

IMG_0284

Goode at Washington Federal Downtown Seattle Headquarters

BG: “I say that because I walked in the door saying, “This institution has a great story and somebody needs to tell it. Nobody has told the story of this 100-year institution that survived Wall Street crashes and the recent great recession, and that we’re still here and that we’ve helped keep people in their homes. And we’ve helped build businesses not only here in Seattle but in eight states now.” And they said, “We do need help with someone telling our story.” I said, “I got it.” And then they said, “Can you help us improve our internal communications?” I said, “Well, what do you have? They said, “Well, the CEO just kinda talks into a camera.” And I said, “Well, yeah, give me that, I’ll make that into a weekly newscast.” “Great.” And that thing’s taken off.”

BG: “I fondly call it, “What’s up at Wa Fed?” And so I give shout outs all over the footprint, on what people are doing. In this week’s episode, I showed all of our branch employees from our Yuma, Arizona branch, out in the middle of the desert, taking their part in the highway cleanup, collecting 12 bags of trash in their community to clean up the highway. We just show what everybody’s doing out there in their communities. And it’s been so much fun. And it’s galvanized these 2,000 employees, ’cause they feel all attached, ’cause they get to watch what everybody’s doing within their company thousands of miles away.

JY: “So when you were in the newsroom, your purpose was to put stories on the air and inform the public. What is your purpose now?”

BG: “Well, now the purpose is to communicate and educate our employee base, 2,000 of them, internally. And then outwardly market our brand. Some of that’s community relations, and you understand that ’cause you do some of that. Where can we position what we do? We found financial literacy is a big part of what we do. We have found that supporting low income housing, since we have been doling out home loans for over 100 years, is a big part of what we like to do. And marketing some of our new… Our checking accounts, our credit cards, typical things that banks have, but why you should go with Washington Federal. And a lot of that boils back to our story.”

JY: “Do you miss it at all? I still see that you’re on KOMO TV on a regular basis. You’re still doing things.”

BG: “Now I get to just play in TV. But it’s not the full time gig. And I enjoy going back into KOMO and at least delivering twice a week the franchise (Goode 4 Business) that I developed six years ago now, and which is similar to what I did on CNBC. And now it’s sponsored by us, Washington Federal, so it’s kind of a neat little thing that we get to do, but it’s fun to go do that for TV and radio and then leave. And I feel like I’m more involved in something than I’ve ever been. And I would say that is satisfying. It’s surprised me to a certain degree. This bank and it’s executive team have embraced my madness. [chuckle] And we’re having a lot of fun, and I’ve created things that they never thought they would do before. But we’re seeing some success and results which makes me feel great.

JY: “What kind of muscles as a reporter are you using now?”

BG: “Oh my goodness, every day. Seriously, countless every day. Decision making, timelines, communicating with people, deadlines of course. Nobody understands deadlines, I believe, in the corporate world like we did in the media world. ‘Cause we were up sometimes (meeting deadlines) several a day. Here deadlines are a week, two, a month, six months out, which kinda drives me crazy a little bit. [chuckles] So I find I’ve had to manage time differently, but I found that what I learned in reporting and anchoring and being part of a news team really helped me transition into this team a lot easier than I thought it would be, even though it was a completely different industry. But I find that it certainly helps to know how to ask questions and dig a little bit deeper, and you have to be humble in saying, “I don’t understand that, I need to hear that again.” Because as we learned in news, if I don’t understand, how can I communicate it to the greater public? So now it’s just a different thing where I have to understand it, because now I have to make sure that what I’m marketing and communicating out, our clients and costumers will understand and adopt.”

JY: “Is there a cause now that you might have? I mean, just set aside the commercial part of this organization, which I can tell from your passion it is. But where is the cause now?”

BG: “Well, I think because we’ve committed so long ago that, as you point out, most people are not financially literate, unless they went to school and studied that, or they’ve worked on Wall Street or become a banker, they don’t understand it. So we said, “Well, how can we be a conduit, if you will, to education for financial literacy?” Because I think, as most people know, financial stress is a huge problem throughout the world and here in this country. In fact, it’s one of the leading causes of suicide, I’ve come to learn, is financial stress. It didn’t just happen in the Depression or the Great Recession. People are stressed out about finances. Why? Because they don’t have a clear understanding of what they should be doing. So as a bank, we made the decision decades ago that we need to be a partner with people whether they bank with us or not. What we can give back to the community is some financial literacy.”

JY: “Why are you so passionate about it?”

BG: “Jeez. I really need to get on the decaf. I mean, I really needed. I needed my little peanut butter bar to get me through the day, just ’cause I needed some more energy.”

JY: “No, you are so passionate about this, Brad. I mean, that’s what’s fun to see. It’s just like you really enjoy your place in the universe. It feels like you’ve landed at the right place, and you don’t have any problem being passionate about this organization.”

BG: “I talk to my wife (former TV anchor Dina Napoli, President of Napoli Communications) about this all the time. I feel pretty lucky that I landed here. It was like it was meant to be. I’d been interviewing with a lot of cool companies. I met with the leadership teams at Zillow and Alaska and Holland America and Tommy Bahama. A lot of cool companies, right? I never thought I’d be at a bank. But once I got to know these folks and what they were doing, and learned their story and how they kept 3,000 families in their home during the Great Recession, ’cause we owned the loans for everyone, we re-modified them for people. I was blown away. I was like, “That’s a real business story.” For some, that’s a life-and-death story. And we know in news, we’ve covered our share of those. And it just seemed like they had the need, I was ready for that, and it was a perfect puzzle-piece fit, if you will. So I feel… They’ve said to me in the past, they said, “Jeez, thanks for taking a chance on us, Brad.” And I said, “Well, I’d argue you took the chance on me, I never thought I would have this much fun at the bank.”

JY: “Is there anything I haven’t asked you that you feel like you’d like to include?”

BG: “My gosh. No, but you sure make this fun. Yeah, I think it’s just like anything else. Find what you love to do and throw yourself into it. It is still telling a different story every day, it’s just kinda managed differently.”

JY: “And there’s a bottom line.”

BG: “Oh, that’s right. There’s a bottom line. [laughter]”

 

 

 

Advertisements

Rebecca Hale 31903c3

For Rebecca Hale, the biggest difference between life in the newsroom and her Repurposed Life as Director of Public Information for The Seattle Mariners is time.

“You have time to plan. Things aren’t always tied to a deadline. In a newsroom, every minute’s your next deadline.”

 

Seattle is where Rebecca Hale made the Big Leagues.

Rebecca Hale Dan Leach and other KIRO coleagues

(Hale center, pictured with KIRO colleagues, among them Dan Leach, Sharon Vale, Molly Watkins, Tim Haeck, Tom Glasgow and Donn Moyer)

It’s been 24 years since Rebecca Hale worked in a newsroom. But this Idaho native and Oregon State University grad earned her solid reputation as an anchor and reporter from 1984 to 1993 at KIRO news radio (CBS Seattle). After leaving KIRO, she took a job as Public Information Officer at the Seattle Public Library. “I had a soft landing.” After that, Hale served as Assistant Communication Director and Speechwriter and then as Director of Communications for Mayor Norm Rice.. Nineteen years ago, she joined the Mariners. Hale says, “It feels like it’s gone by in a flash. 20 years. Blink and it’s over –  Almost 20 years. “

Screen Shot 2017-07-13 at 5.02.26 PM

The biggest change she says, No breaking news. “It was a different pace.” At the Seattle Public Library you won’t get called out for an emergency literacy story,” she says. “There’s a schedule.”

Screen Shot 2017-07-06 at 2.57.38 PM

 

And now Rebecca Hale works mainly behind the scenes. If anyone has a microphone in front of them it’s usually not her. “I don’t do a lot of interviews. I try to have other people do the interviews. And that’s ok by me,” she said during our conversation between pitches at a recent game between the Philadelphia Phillies and the M’s.

“My family moved around a lot but Idaho’s always been home base.” After broadcasting stints in Vancouver, Washington and Boise, a former co-worker, Dan Leach called her from KIRO News radio to say the overnight gig was available. She jumped at the chance.

Hale made her mark as a reporter and anchor at KIRO FM, moving from overnights to weekend morning anchor and general assignment reporter before finally moving to weekend afternoons. She can’t remember all the awards she won. “A few,” she’ll tell you. One in particular was a UPI National Award for Use of Sound in a feature she did on Bo Jackson. Hale says she also got to meet White House correspondent Helen Thomas once.

Some nice highlights. But they all seem to blur through the lens of time. It all goes by so fast. Or maybe former journalists only notice how fast it is when they leave the newsroom.

“Journalism is being able to do things fast.” Rebecca Hale says that’s served her well in her professional life after her news career. “In newsrooms, you don’t have the luxury of time. You have to be able to work fast and juggle things. In the job I have here, when it gets hectic, I’m able to manage it without feeling overwhelmed.”

“You have to figure stuff out. And I’m not worried when I don’t know about a subject. I just keep digging around until I find out. I was in a newsroom for 12 years.” That’s a lot of experience digging.

And Hale still writes. “In my current job, I get to write a lot and spend time on each piece. For one story, I can talk to a dozen people. I write press releases and blog posts.” And Hale writes for Mariners Magazine (see below). “I get to interview people all the time.”

April Cyber Bullying (1)

What’s it like to work with reporters today? Rebecca Hale says some (one man bands) are being asked to do way too much and they don’t ever have any time. Hale says there seem to be more in broadcasting than in print. She adds, “They have jobs with more demands.” Very often, I’ll come away from an interview and I’ll wonder, “Why didn’t they ask this question, or that question?” It feels sometimes like I have to spoon feed reporters today.” And sadly, she says, all too often, there’s a herd mentality. “If you can help one of them to go on a story, it seems like everybody wants to jump on it.” But Hale says, “I still really like my job. It’s been 19 plus years out of the newsroom but I still really never know from day to day, what‘s going to happen and I like that.” And she likes the energy of her co-workers. “We have so many young people who work here.”

As for this year’s Mariners? Hale says, “It really feels like this team is going to explode. The first three months we had so many injuries. But this really could be our year to make the playoffs again. Jerry’s so smart and Scott Servais is keeping it even. It’s been fun to watch.” But when the team is hovering around .500 and flirting with another mediocre season, you have to take that fun when you can get it.

IMG_8651 1

As we were wrapping up the conversation for this piece, at that Phillies, M’s game, I asked Rebecca Hale if I could take her picture with Safeco Filed in the background. I told her it’d be better if she stood and smiled. A picture of her smiling with the sunny expanse of Safeco behind her was what I was looking for. She asked me to wait until everyone’s standing. “I don’t want to block anyone’s view just for a picture.” Just minutes later Seattle Mariner Robinson Cano homered to right field. The crowd stood up. I got my picture. And there was Rebecca Hale, another Repurposed Journalist who’d made the Big Leagues … smiling.

 

Lindsay Cohen - Zillow

Lindsay Cohen – Writer & On Camera Host – Zillow

When she was a rookie reporter, Seattle’s Lindsay Cohen dreamed of a day when one of her stories would air on NBC’s Today Show.  Though every young journalist has similar dreams, no matter how good you are, the odds of that happening are long, the chances – slim. But every journalist seems to start out with a lot of hope. There are so many stories to tell.

Cohen got her undergrad degree in Communications Studies in 2001 from Northwestern and her Master of Science in Journalism from Columbia University in New York in 2002. She went on to land her first job in television news at Albany New York’s WNYT as an anchor-reporter in 2002, moving in 2005 to a similar job at WPEC in West Palm Beach, Florida.  In July of 2009, she started a 7-year stint at Seattle’s KOMO 4 TV  (ABC News) where she won a number of Emmy Awards for reporting excellence. But three months ago, Cohen left the KOMO 4 newsroom to become a Senior Real Estate Writer and On-Camera Host for Zillow, the Seattle-based tech real estate site. Cohen says, “I made the right next step.”

While the move was bittersweet, she says she’s still storytelling. “I still get to work with photographers and editors,” adding, “I still do interviews. And I get to tell people’s stories in a meaningful way.” In a normal week at Zillow, Lindsay Cohen will talk with people living in a tiny home or a re-purposed Airstream; she’ll write a ‘House of the Week’ feature or  look for ways to make your home improvement money go farther or a story about the Most Shared Zillow Listing in 2017. One day she’ll be working on a feature about a home design inspired by Hobbits; the next, she’ll be writing about a celebrity home owned by movie star Jared Leno.  And then there’s the story she produced about a castle for sale just outside New York City entitled, I Spent Two Days in a Castle Just Outside NYC. “I’m amazed at the variety,” she says, “and how I can still tell stories that make a difference.”

download-2

While Cohen says she was sad to leave friends and co-workers at KOMO 4, she’s glad she left TV news when she did. She says she wanted to spend more time with her family. “And I looked at how my friends were getting their news – on their phones.” Cohen adds, “There’s a way to tap into how news consumption is changing.”

 

Lindsay Cohen says she was considering other on-line companies like Amazon and Facebook but then a friend told her about Zillow.  What drew her in, she says, is noticing how Zillow was investing in new types of storytelling. Cohen says, “Zillow is growing the content team as they develop for written and social media.” And as she found out more about Zillow she thought, “There are a lot of happy people here.” In March, Cohen left TV news to join Zillow, where her stories run on Zillow’s site, their partner sites, on social media — and even on televisions. Zillow has an app on Apple TV.

Lindsay Cohen - Former KOMO 4 News ReporterAs for making the transition out of the newsroom, she says, “You never know until you try it. Sometimes you have to make that leap. It’s ok to recognize that the world is changing. I feel lucky that I found a place that lets me explore that.”Cohen is convinced she made the right decision. In fact, for many stories she’s reaching a bigger audience than the one she reached with KOMO 4. She says one recent piece on the Zillow website drew millions of hits.

And then there’s the view from Zillow’s offices near Seattle’s Pike Place Market.

Zillow view

Elliott Bay View From Zillow Offices in Seattle

Every morning she looks out onto beautiful Elliott Bay, far from the blare of newsroom scanners. Lindsay Cohen sips her morning coffee and thinks, “This isn’t bad at all.” Cohen adds, “Sometimes the best decisions in life are the ones staring you right in the face.”

download-1

 

On Saturday June 3rd, Lindsay Cohen, a newly repurposed journalist, was among her former KOMO 4 peers at the 54th Annual Northwest Regional Emmy Awards Banquet. A story Cohen did was nominated for yet another Emmy. She’s lost track how many nominations she has.

And remember that kid who always wanted to see her stories on the Today Show? Well a few weeks ago, Lindsay Cohen says one of her posts for Zillow was picked up by none other than NBC Today’s website.

Lindsay Cohen can be reached on Twitter at @lindsaycohen and on Facebook at https://www.facebook.com/ByLindsayCohen/

 

 

 

 

 

 

A Caregiver’s Dream

Posted: October 18, 2016 in employment

https://m.youtube.com/watch?v=vr-NPEbnVwk

In my role as Public Relations Director for Aegis Living, a leader in the assisted living field, I got a chance recently to produce this short video about our extraordinary caregivers. They are the heart of this remarkable company.

Trends in the music business mean musicians like Seattle’s Kitt Bender are finding new ways to bring their music to their fans. Bender will bring it right to your door.

Video  —  Posted: March 23, 2014 in local culture, music
Tags: ,

http://www.gofundme.com/VisualPeacemaking

Global Washington 2013 Conference

Global Washington 2013 Conference

You’ve just spent the last few years of your life working hard to get your non-profit up and running. You’ve invested a couple hundred dollars to attend an international conference filled with your non-profit peers. Now you’re standing up in front of hundreds of them, basically a room of strangers, and you’re told you have two minutes to tell your story.

Go.

That was the scene earlier this week when a group of nine intrepid spokespeople lined up before a luncheon crowd at the Global Washington Annual Conference at Seattle’s Bell Harbor Conference Center. It was billed as the Fast Pitch Presentations.

globalwa-banner-2012-1

Reps were there from a local micro-enterprise non-profit, a development group, a reproductive rights organization, a sustainable fishing group along with a handful of other advocates. Almost all seemed a little nervous but when each got the “go” sign … there really wasn’t time for nerves. There was just 120 seconds.

The audience felt for the plight of the group of nine who lined up near the stage, waiting for their two minutes. But the
exercise illustrates a deeper truth. Very often, you don’t have that much time to grab someone’s attention and tell your story, no matter how important you think it is. We live in a world of short attention spans.

Bell Harbor Conference Center - Seattle, WA

Bell Harbor Conference Center – Seattle, WA

Seattle’s Randi Hedin went first. Hedin is a corporate lawyer by training. Today she’s the founder for Seattle buildOn, an international nonprofit organization that runs youth service after school programs in United States high schools, and builds schools in developing nations.

photo courtesy: buildOn

photo courtesy: buildOn

Hedin volunteered, “because I’m working hard to get the word out.” She says she wasn’t nervous because she was prepared and knew her talking points. She says she didn’t feel hurried either. “I worked hard with classmates” (in a Substantive International Law masters class at the University of Washington Law School).

Randi Hedin buildOn Board Member

Randi Hedin
buildOn Board Member

Her preparation showed. She’d picked a catchy title: “Who Ate My School? The Compelling Need for Schools in Developing Countries.” In the two minutes she had, Hedin focused on the need to keep schools in the developing world from falling into such disrepair that cows would graze on the weeds and grass growing on the property. The title of the talk grabbed attention, the pitch was short and to the point. She got a big round of applause.

Was it hard to capsulize the length, breadth and mission of an international non profit in just 120 seconds? “No”, says Hedin. “I just picked a piece of the puzzle and told that part of our story.” Hedin says it was a great way to organize because it forced her to focus on the “most important messages.”

There’s a lesson in the Fast Pitch.
1. Know your story.
2. Focus on the most important points.
3. Keep your pitch short
4. Know when to get off the stage.

Sometimes all you need is two minutes to tell your story. Sometimes, that’s all you get.