Last stop...UPS

By Brent Duncan

Our meeting with UPS public relations professionals on May 30 was a terrific way to end a week of very informative and valuable meetings with public relations practitioners around Atlanta. Our class met with two officials from UPS, Ken Sternad and Dan McMackin. Both Sternad and McMackin have more than 30 years of experience with the UPS communications department.

UPS has a specialized way of balancing its goals as a corporation with the needs of the communities they serve. For example, UPS partnered with the Georgia Aquarium to provide free transport for two whale sharks from Taiwan to Atlanta. The company had to plan the entire process, including reconfiguring a Boeing 747 with containing units. They also constructed a marine life-support system to ensure the animals’ safety across the Atlantic.

Sternad and McMackin said UPS maintains open communication with their publics by being consistent in how they deliver their messages. Through consistency, UPS is able to give the attention to details that go into public relations planning. As a class, we learned UPS divides its communication efforts into several areas. Those areas include media relations, message development, crisis management, sponsorship and product publicity.

The class also learned how important it is to tailor public relations practices to a certain area. McMackin gave an example of how UPS worked closely with Chinese officials to plan for the delivery of Zoo Atlanta’s new pandas from Beijing. UPS had to show the Chinese people that the pandas would receive great care on their trip to Atlanta since they have deep respect for the animals. Also, McMackin told us that within this unique opportunity, UPS could use branding as an advantage to gain international support and recognition.

Personally, I enjoyed visiting UPS because they have very strong ties to the city of Atlanta. They support many causes that are important to the community in which their headquarters is located. This adds to my respect for them as a major corporation that promotes equality.

NOTE FROM LISA SISK: While I thoroughly enjoyed hearing the valuable information Ken and Dan shared with my students, I must say one of my personal favorite parts of their presentation was learning about UPS’ sponsorship of Big Brown's jockey. Big Brown is the horse who won both the Kentucky Derby and the Preakness Stakes. Can he win at Belmont and become the first triple-crown winner since Affirmed in 1978? We all received special-edition UPS/Big Brown buttons to wear while we cheer him on at the Belmont Stakes on June 7.