This is the commencement speech I delivered on May 11th to the 2013 graduates of Virginia Commonwealth University's School of Mass Communications.

1. Virginia Commonwealth University
Commencement Speech May 11, 2013
Thank you, members of the faculty and administration, parents and
friends, honored guests and graduates, thank you so much for
inviting me to speak today at this wonderful Commencement
ceremony.
Before we begin, can we please take a moment to honor those who
gave support to our graduates? Whether in person or not, the path
that brought us here today couldn’t have been done without friends
and family. Let’s please give them a round of applause!
It was a tumultuous journey to get to Richmond from Detroit. My trip
was filled with bad weather, delays and an AC system that was
mechanically deficient on the plane. So it’s not surprising that last
night after checking into my hotel, I had a bad dream that I posted
this very speech to Facebook…and nobody liked it.
Nobody even paid attention to it. Talk about anxiety! It got me
thinking about the challenges educators face today. I get to present to
you for the final hour of your journey, but to be a professor or a TA?
They had to fight for your attention for four or five years – all of this
while swimming upstream against the waves of social media. The
instant accessibility to distraction is a blessing or a curse depending
on which side of the podium you’re on.
So scanning the audience, I suppose I’ll be able to gage the success
of the words I share based on the number of graduates I see looking
down at their iPhones. Speaking of, for those who want to follow
along via twitter, you can do so using the hashtag #VCUGraduation
All jokes aside, in my due diligence, I learned a great deal about
VCU. That the VCU School of Mass Communications is one of only
about 100 select journalism and mass communication programs
accredited by the Accrediting Council on Education in Journalism and
Mass Communications. That to accredit is to quote ―assure basic
standards of excellence,‖ with only about one in four mass
communications program earning accreditation.

2. What I learned was that VCU School of Mass Communications
Students are overwhelmingly enthusiastic about the faculty members
and their professional experience that they bring into the classroom.
You, graduates of 2013, came to Virginia Commonwealth University
prepared to learn. I commend you for that. You earned this right of
passage.
But it goes without saying that I’m still really nervous. Uncomfortably
so, and let’s make one thing perfectly clear. When working for a
Fortune 10, you rarely have time to get nervous.
I really thought about how to overcome my uneasiness and as such,
wrote down and wanted to share three times in my life where the
butterflies almost got the best of me.
This is the only time I’ve ever told this story, but the first was on stage
in front of 10,000 people when my high school choir sang back up to
Kenny Rogers. In a brilliant media relations move, Kenny toured the
nation using local school chorales on stage. Only one problem:
Members of our 15-person ensemble, me included, were stricken
down with the stomach flu. I remember Kenny thanking us for getting
the crowd swaying back and forth that night. Sadly this had little to do
with our encore performance of the ―You Are So Beautiful‖. But to my
choir conductor’s chagrin, we persevered.
The second time was right here in Richmond. My Ford colleague
Scott Monty had asked me to come speak to the Social Media Club of
Richmond and at the time my responsibilities at Ford Motor Company
revolved around leading our North American digital communications
strategy. This so happened to include the management of our social
media initiatives – our objectives included outreach to local Social
Media Clubs around the nation to share the Ford Story - so this was
appropriate. I came prepared with the topic of my presentation being
based around Social Purpose, which we defined as the obligation we
have to use social media as a means of connecting brands with
people in order to establish real emotional relationships.

3. What I wasn’t counting on was being lead to the stage and seeing my
presentation projected on your Richmond Science Center’s 4 story
tall IMAX screen. My social purpose quickly changed that night – to
stop from hyperventilating and getting through my presentation. I
was asked back to Richmond today and I assure you, the first
question I had for Bill (Farrar) was, ―No projectors, right?‖
The third and final time was interviewing with my employer, Ford
Motor Company who quickly set the tone for what became the most
harrowing 8 hours of my life. This included the birth of my two
children. See I can say that because my wife is back in Michigan and
didn’t accompany me on the trip. Though I’m sure this is going to end
up on Youtube – there’s irony in that. 
Setting the scene: I was a brash, confident marketing executive
working in Manhattan. Armed with my resume and a two page
handwritten case study that I was asked to bring with me - that I
admittedly wrote on the plane to Detroit, I walked into the ballroom of
a local hotel for a ―Getting To Know You Pre-Interview Banquet‖
expecting to see the 500 plus candidates who flew in for their
respective departmental interviews.
I was taken aback to find nothing but a single table surrounded by
vast emptiness.
Maybe I was in the wrong ballroom I thought. Until I saw others walk
in with the same look on their faces.
―Oh no…this is bad.‖
It was like a scene from the Shining.
I was horrified when two executives entered the room and took their
seats, with the remaining ones filled by my direct competition for the
position. What commenced was a rapid fire round table series of
questions followed by an emphasis on the following day’s case study
presentation, where we were to be judged on our argumentative skills
and a need to convince our fellow competitors and a group of Ford
employee judges that the solution we outlined to solve the problems
of a fictitious automotive company was the correct one. Did I mention

4. we had to convince the very people we were pitted against to take
your side?
The rapid-fire question and answer session didn’t bother me much – I
was familiar to the cadence given my clients back in the city. I’d say I
was doing fairly well until one of the executives called me ―Chris‖.
Chris? Who’s Chris? My name’s Craig. There was a moment of slight
embarrassment and a passing joke of ―You can call me any first
name you want as long as I get this job!‖
But in reality, a switch flipped in my head. This was game on.
Needless to say, I quickly excused myself from dinner, took a deep
breath and spent the night rewriting my case study. The following
day, it took but 20 minutes to convince the group and judges that the
position I took was the correct course of action concluding with the
commonly attributed to JFK phrase ―A rising tide lifts all boats!‖
I was later told that the factors that went into my hire were:
1.) How well written my case study response was
2.) The request to retire to my room early so I could edit and
revise
3.) The passion and seriousness of which I took the assignment
I hope you take something from each of those stories. For example,
in the case of Kenny Rogers, you’ve got to know when to hold’em
and know when to fold’em.
I’ve waited twenty years to say that. Sorry, I know it was horrible.
In the case of Kenny Rogers, don’t be afraid to let improvisation lead
your way to success when you find yourself singing for your life.
Or when speaking in front of the equivalent of a Broadway Billboard
in Times Square, when you’re the center of attention, make the most
of the opportunity.
And finally, in regards to the interview and job I subsequently fought
to win, I quote Arthur Ashe when he said, ―One important key to

5. success is self-confidence. An important key to self-confidence is
preparation.‖
And in today’s media environment you always have to be prepared.
The paradigm that exists today isn’t going away. With my sincere
apologies to the fine faculty at VCU, we’ve gone from Mass
Communications to Minimal Communications – Generations who
grew up receiving their news from a picture box in their living room
may soon be wearing their news as a fashion accessory if Google
has their way with Google Glass or as my parents call it ―The
Google‖.
Generations who listened to carefully crafted editorial copy corrected
messaging – are struggling to adapt to a real time society. That’s
right, news is spilling across scanning eyeballs literally in real time.
The key variable in this change in behavior? Well obviously the
Internet. But the Internet is a platform, it doesn’t generate news. It’s
for all intents and purposes, a dumb pipe. It’s agnostic to its
application.
So this goes beyond the Internet. This is actually about people. The
Internet has enabled, no empowered communication. Empowered
people to share ideas, to exchange critical information, to start
revolutions. To build connections and relationships agnostic to
geography, race, religion and gender.
Think of it like this - Ten years ago the media generated media.
Today, in addition to the media developing content, people generate
media. And in its current construct, established outlets such as CNN
have evolved in a marriage of mainstream media meets citizen
journalism.
But even CNN’s iReporter, with scale, is miniscule in comparison to
the critical mass of the total eyes and ears of the Internet. Look no
further than social news site Reddit. According to Quantcast, a
website analytics and measurement company, Reddit’s traffic has
increased by over 10 million people from April 2012 to April 2013.
Today Reddit, whose appropriate tagline is ―The Front Page of the
Internet‖ serves user generated news to over 26 million people. In
comparison, CNN.com serves to 19 million.

6. Reddit, Twitter – they offer access to information that previously took
hours to produce in seconds. Imagine if these channels existed while
your grandparents were teenagers. This was a huge ―what if‖ to me;
something I thought worth exploring in preparation for today.
Fortunately, I discovered author James Widner’s World War II
timeline leading up to the reporting of one of America’s greatest
tragedies. Yet how ―instant‖ was the news of almost 70 years prior?
I preface that before you all bare with me while I try to detail his
research and keep your attention through this ceremony, I did my
homework – to stand before me today, it was a requirement that all of
you take History 103 and 104, Survey of American History. You also
were required to take the History of Advertising – so think of this as a
final refresher before going out into the world as graduates!
Okay here we go. Let’s do this!
In the 40’s, radio was the mass medium and it was a channel in
transition. The impeding war was the catalyst for the industry we
know today as broadcast journalism. We’ll be focusing on four main
radio networks: NBC Red Network, NBC Blue Network, WOR, and
CBS.
As history tells us, the bombing of Pearl Harbor took place on a lazy
Sunday morning on December 7, 1941. Eyewitness reports claim the
air raid alarm went off at 7:58 am local Hawaiin time, 1:58 pm Eastern
Standard Time.
Meanwhile that afternoon, the east coast was listening to a football
game, yes football, between the New York Giants and the Brooklyn
Dodgers that had an approximate 2:00 PM EST kickoff. At
approximately, 2:26 PM WOR broke into the game with the surprise
bulletin about an attack on the naval base at Pearl Harbor. 28
minutes after the first alert went off in Hawaii.
WOR’s competitor, the NBC Red network was wrapping up its
broadcast of the music program - Sammy Kaye's Sunday Serenade
where it broke the start of the following program, the Round Table,
with its first bulletin on the Pearl Harbor bombing at 2:29 pm.

7. At the same time, NBC Blue Network interrupted its Great Plays
broadcast of "The Inspector General" with the same bulletin.
Over at CBS, where the only regularly scheduled news broadcast on
Sundays was about to begin, things were in disarray as the wire
service news poured in about the bombing. The 2:30 P.M. program
was The World Today. Normally, this program would have gone on
the air to report current world events. But this day, they began almost
immediately with the bulletin by announcer John Daly of Pearl Harbor
being bombed. CBS continued with additional commentary on the
impact of this event. But NBC Blue returned its regular programming.
That’s right – it kept to its regularly scheduled programming.
At 2:38 P.M. NBC Red offered another bulletin that Manila was being
bombed (which later proved to be false). The Round Table moderator
mentioning that Burma was being bombed followed this at 2:52 P.M.
again, false.
At CBS at 2:33 P.M., Washington D.C.-based newsman Albert
Warner speculated on what possible steps FDR would take given that
the Japanese envoys were meeting with Secretary of State Cordell
Hull as the bombing was taking place but hold the phone! At 2:39,
Warner interrupts his own analysis with a bulletin that the Japanese
are bombing Manila – sensing a pattern here?
Probably surprising today, but not then, as CBS did, NBC Red went
back to regularly scheduled broadcasting as at 3:00 pm after a quick
summary of current events, ―Chats About Dogs‖ airs. Could you
imagine? The first time we have been attacked on American soil
since the Civil War and we decide to stick with the 1940’s equivalent
of Caesar Milan the Dog Whisperer?
Call it a hypothesis but perhaps the rigidity of programming wouldn’t
allow us to do an about face. Radio was still nascent and while the
wire services were readily available to provide updates as quickly as
possible, maybe the audience wasn’t prepared for this sudden
invasiveness of change in format.
Fast forward to today. In contrast to the heartbreak that took place
just a few weeks ago, as initial reports streamed out of Boston about
an explosion at the finish line of the Boston Marathon, mainstream
news – this time cable news - was chastised for being far behind on

8. the story. While reports on Twitter streamed out almost instantly, all
three cable news networks seemed totally unaware of what
happened. Both Fox and CNN broke into their programs to report the
news more than 10 minutes after the first reports on Twitter.
Ten minutes. This is the world you’re entering, graduates. A world
where ten minutes may have been the equivalent of 10 years.
Yet where were the eyes of the Nation? If not the world?
I had a friend of mine, Will Bottinick, who’s the Director of Social
Insights at Converseon, a social media consultancy, conduct
research on my behalf. In the hour prior to the tragedy, there were
approximately 15,000 unique English speaking public records on
social media referencing the Boston Marathon. Between 2:50 pm and
3:00 pm? Over 515,000. Those 10 minutes lead to instant scale and
global awareness of what took place.
With the pure global pervasiveness of a social media based
communications platform – 140 characters and all – you could
conclude that this was news you simply couldn’t avoid.
Regardless of whether you’re going to buy and plan media, go into
journalism, or public relations, you need to be prepared to deal with a
media world that is more fragmented than it is whole. You must be
prepared to go further to tell the story.
Going Further. This is our mantra at Ford – going well beyond some
fancy tagline born in the basement of an ad agency. To us, it signified
that we were no longer turning around an industry but in contrast,
moving ahead.
As part of our everyday business, Ford and its employees, dealers
and suppliers are always pushing harder, going further—that good is
not good enough. Individually and collectively, we at Ford Go Further
in everything we do, so that our customers can go further in their
lives.
In my department – Communications – we push ourselves daily to
share our stories with key stakeholders, the public, suppliers and
partners. It’s a true labor of love.

9. I’m simply estimating but in a single year, we’ve produced and placed
approximately 200 written stories on topics that range from our
innovations in using soy foam in our seats to announcing the 50th
anniversary of the iconic Ford Mustang. We’ve developed at least 50
video essays highlighting a range of topics from how to use Pandora
through SYNC – our in-vehicle hands free voice activation technology
to Electric Vehicle public charging etiquette. And have developed
infographics sharing tidbits of information from Our F-Series Super
Duty truck dominance to quantifying the recyclable materials in our
all-new Ford Escape to highlighting our most unique engineering
occupations at Ford, bringing my colleagues to life in the form of
comic book superheroes. Trust me when I tell you that our
ergonomics engineer Mike Kolich needed some adjusting to our
referring to him as Dr. Derriere!
He was a great sport about it!
When I mention the media volume of materials we produce, it’s not a
strategy of all news for all people. We use segmentation and
qualitative judgments to determine who we share our stories with.
Similar to all of you determining whether you put your Aunt Evelyn in
a limited profile on Facebook – you want to share stories of interest
with her and save the ones about post-finals Bar Night for your fellow
collegiate friends. We know which stories resonate with each specific
audience we craft them for.
Where there’s commonality however is not what but how we perform
our jobs on a daily basis. Using our mantra of Go Further to tell
stories using the tools of tomorrow – from text, to imagery to video.
We push ourselves to innovate every day in the workplace.
But our tools of tomorrow you use in your daily lives. You, graduates,
are living in a time where the personal channels you choose to
communicate with overlap in a communicative venn that intersects
both your professional and personal lives. Facebook in the workplace
is an every day norm, as is twitter. Instagram photo galleries? You tell
stories every day, just through different platforms.
Culturally the impact technology has had on our ability to both
communicate without barriers and blur the lines of mass and
interpersonal communication is unfounded. We’re charting new

10. territory by the second, and you’re living through it! For generations
prior we ask how does it work? For you though, it’s almost instinctive.
I think that’s pretty awesome.
As I look at all of you in front of me, I think back to the nervousness I
felt prior to uttering a single word. All of you will have the opportunity
to do great things in your lives.
I could be speaking to the next great reporter at The Gray Lady.
Or the next David Ogilvy.
Or maybe I’m speaking to the next Paull Young.
That might be an unfamiliar name to many of you. Paull Young is a
friend of mine. He grew up on a drought stricken farm in Australia and
moved to New York in 2007. He followed his passions, leaving a
successful position as a social media executive to join charity: water
– a non profit whose mission is to bring clean and safe drinking water
to people in developing nations. Through his creativity and
enthusiasm, Paull has delivered a number of award winning
programs to help bring even more awareness to the organization he
works for. In doing so, every day he helps the one in nine people in
our world gain access to the most basic of human needs. Something
we can't imagine going 12 hours without: clean drinking water.
Regardless of the aspirations you may have – whether it’s in
journalism, public relations or advertising - after leaving this
ceremony today, I ask but one thing of all of you:
Don’t focus on what you can achieve, but on how much you love
achieving it.
Find your passion and don’t let it go, even in the face of adversity.
When you hear no, try harder, Go Further. Embrace the hard roads to
victory.
This, Virginia Commonwealth University class of 2013 will be the
secret to your success.
Congratulations to all of you and your accomplishments. Thank you.