Ron Martin, ABC, discusses IABC and the profession - International Association of Business Communicators - interview

Communication World, August, 1990

Ron Martin grew up in Rocksprings, Texas, a small ranching town in the southwest part of the state. And one of the most beautiful areas in Texas," says Martin. His high school graduating class consisted of 18, which he says was one of the largest. t think living and growing up in a rugged, rural area that is isolated from any largely populated areas had a significant influence on my development. I had lots of time to dream of faraway places, but I also learned to be independent and draw upon my own resources."

Martin attended the University of Texas at Austin where he received two degrees. Not long after completion of his studies, he fulfilled a long time dream to go off to a big city-New York. "Dallas and Houston weren't big enough!" He went with no job or place to live, and though he says he wasn't completely confident he could make it, he felt it was the ultimate challenge and had to give it a try. "I planned to force myself to stay at least one year. And I've been here since."

So is he a Texan or a New Yorker? Martin says he's both. "You know we Texans are a special breed. We never seem to give up our identity with our roots, even though we adapt easily elsewhere."

In New York his first job was with the national headquarters of the Girl Scouts, a nonprofit organization. "I think I was hired as a token male. Management was predominantly female." He attributes working in an organization that develops programs for girls to sensitizing him to special needs of women and the challenges women face.

After 14 months in the nonprofit field, he moved into the forest products industry for 12 years and worked for three different companies. Operations were in rural areas-Maine, Florida, Minnesota, British Columbia, so though he worked at corporate headquarters, he was able to travel and keep in touch with people outside New York City as well.

"Initially I worked in employee communication and primarily with publications. I picked up some experience on the external side in media relations, marketing and shareholder relations, but I've always gravitated back to employee communication." He says that's the area he enjoys most. "I like the well-defined audience that I can feel in touch with and understand. I've always believed it is easier to measure your effectiveness with an internal audience-even to experience your results."

Martin was elected chairman of the IABC executive board at the recent IABC international conference held in Vancouver. Communication World asked him to share his views on the profession, and his goals and objectives as chairman for the coming year:

What do you see as the most compelling issues facing communicators in the 90s?

Basically, I see three broad issues:

* Globalization of the economy. As business communicators, we need to recognize the world market and determine how to survive arid prosper in it.

With the continuing introduction of new technologies into the communication profession, it is imperative that we learn how to use them. We have an opportunity to communicate with a quickness and efficiency as never before. I am troubled, however, about embracing new technology without determining how we can use it in audience-sensitive ways. As communicators, we must remember that technology is the servant; we're the master.

I We must appreciate multiculturalism the increasing diversity of work force and consumer audiences. As communicators, we can lead the way in helping people value diversity arid appreciate the differences among us. Do you feel communicators will business? if so, what new skills and areas of expertise will they need to develop?

Understanding globalization will move us in the right direction. Staying abreast of new technologies is not new to us. We have to continue staying on top of that. A more compelling need is to gain skills and expertise in cross-cultural communication. We need to find the most effective ways to reach audiences around the world and from different cultures. It's important to make ourselves ultilingual. Americans are very edinocentric on language; other countries less so. IABC members in any country are at a big disadvantage if we only speak one language.

What are some major differences in the communication field today compared to when you entered it?

The greatest change I've experienced in the past 18 years is in how internal communication is regarded. You don't have to graduate out of it any longer to advance your career. I never thought I'd be a vice president of employee communication, but companies and organizations are recognizing that the employee audience is their most important one. This recognition has given those of us who prefer this area a chance to stay in it and still advance our careers.

Overall, we've certainly become more professional. And people coming into our ranks today are better prepared for careers in business communication. Some still come in by accident like I did. Back in the '60s I had no intention of working in the business world. I was a radical hippie, business was the enemy, and I was a muckraking journalist who planned to bring the corporate world to its knees.