The Seven Things I Learned About Writing and Publishing a Book.

By T. R. Shaw Jr.

Author of DEFY THE IMMEDIATE; A Journey of Failure, Perseverance and Success

            My first book, a motivational memoir entitled DEFY THE IMMEDIATE is finally published!

            I am excited as it has been a multi-year endeavor with many setbacks and learning curves, which is sort of what my book is all about, failure, perseverance and success.  I plan to begin a marketing campaign soon hoping to reach, and speak to as many groups and organizations as possible to share what I’ve learned in my nearly five decades of working, learning, serving, struggling and leading.

            My personal journey took me through high school and college, a career in the media, the U.S. Navy both active duty and reserve.   I maintained and built up a fourth generation family funeral business, and dealt with professional and civic leadership issues and challenges in many organizations.

            You might say I’m the ultimate generalist.  I’ve done a lot of things and had many experiences.  My hope is to become a motivational speaker and educator.  I have something worthy to share, and something the world needs to hear. 

In the tradition of my friend, Carlos Fontana’s Seven Daily Nuggets blog, here is what I’ve learned about writing a book.

1.     Believe in your dream and have a vision

With my diverse and complicated background, I felt I had a powerful message to share.  Originally, my goal was to produce a book for junior military officers and share my stories of success and failure from the ship’s bridge, there were many!  I planned to give hope to young military leaders that mistakes and bad situations are not unique, and certainly not always your fault.  It was all about how you did…or didn’t react to dynamic situations.  The old saying hindsight is 20/20 is good, but my goal was to enlighten juniors that your situation is not hopeless.  Things change quickly in the military.  You need to stay positive and seek good advice. 

As the book progressed it grew into a more comprehensive work with broader mass appeal as I discovered a world hungry for motivation and inspiration.

2.    Don’t learn the Tricks of the Trade…learn the Trade!

I first heard that saying in mortuary school at Wayne State University as our professors trained us to properly and professionally embalm a body.  They drove into us the fact that as you progress you will find better, faster, and easier methods to do the procedure, but first you must know how to do it right.  Pragmatism comes later. 

With that in mind I set out to learn as much as I could about book writing and publishing, and how to do it right!  I devoured websites and read many books and articles on the subject.  All offered sage advice to the aspiring writer.  However, many were conflicting.  Everyone had different opinions on how you should do it.  The key was to look for the commonalities and learn to evaluate the advice as it applies to your goals.  I also found there are entirely different approaches to genres.  Gaining the attention of an agent is entirely different for a fiction writer than a non-fiction writer.  Many times attracting an agent is a real shot in the dark and you just have to learn pragmatism and take your chances.  Expect rejection…lots of it!

3.     Seminars give you some perspective; take it as a learning experience

I attended a few professional writers’ seminar where we had the opportunity to “Pitch an Agent.”  I thought this might be my big opportunity to get noticed.  I learned a lot in a one-day event.  I studied carefully the agents attending, what they were looking for, and selected three appropriate agents to pitch.  It was a very humbling experience.  I sat down with professionals who’d seen it all, I was nothing new.  It briefly dampened my enthusiasm, but I kept believing in my goal. 

That seminar I also learned that non-fiction is a hard genre to sell, especially a memoir.  “Who are you, and why should I care?” seemed to be an unspoken attitude.  I wasn’t a celebrity or sports icon.  I hadn’t been fired from the White House, or landed a plane in the Hudson River, but I felt I had many valuable experiences worth sharing.  As I glanced around the room in one of the seminars, I noticed about 90 percent of the attendees were female fiction writers competing to become the next J.K. Rowling or Danielle Steele.  The experience at least gave me the confidence I was doing something unique in the publishing world.  My story must be told, regardless of what agents thought.

4.     Talk to others who’ve done it.

I have a few friends, family and acquaintances who’ve been published in one form or another, they are a great source of information and ideas.  I'm grateful for their shared knowledge and wisdom.  They will continue to be a source of information in the future as I progress.  No one becomes a success on their own.  Likewise, I hope future authors seek me out when they want to pursue their passion.  I will gladly reciprocate.

5.    Build a platform

One of the things I learned is that to sell a book, or an idea, you need a platform.  You need several large circles of people to relate to.  I realized I had several circles of influence I could reach out to with my varied and diverse background.  I found this fascinating and dove into social media techniques.  I read many books on how to do it and became self-educated.  Although I’m not a social media expert, I learned as much as I could.  I’d highly recommend Michael Hyatt’s book PLATFORM; Get Noticed in a Noisy World, as a blueprint for building your platform.  

We live in a very connected world and your virtual presence is extremely important if you want to have influence and reach.  When I looked at the big picture, I’ve had many experiences that touched many circles of people.  I needed to connect with them and learn to properly self-promote, it’s a practical, not egotistical act.  I’ve found platform building to be a fascinating social experiment and endeavor.  I also have learned that nobody is a complete expert in social media, it is a constantly evolving medium.

6.     Self-Publishing isn’t bad.

I was referred to a young regional agency by a friend who has had three books published by Mission Point Press in Traverse City, Michigan.  At first I had them do my editing and give me some advice on how to proceed.  They helped improve my query letter and would have helped me with a formal proposal, if I reached that point.  After dragging my feet to do the really hard and time consuming task of going the “traditional” route, they proposed to publish it regionally.  They understood how difficult getting the attention of a national agent is.  I heeded their advice.  They have an impressive collection of many genres, including memoirs like mine.  It may have been another year of beating the bushes with no resolution or interest from prospective agents.   While it may cost me a little, at least I’d have book.  With a book comes credibility.  I believe I have a message that’s worth the cost. 

A published author is an experience I’m just beginning, it’s exciting.  Nobody really cares how it’s published.  It’s more important to have a book to promote and sell.  Self-publishing gives one control in what you are doing.  That’s a great thing!

7.    Don’t quit

Like many aspiring authors I often put things on the back-burner when they became difficult.  Life got in the way of what I should have been doing.  Some call it writers block.  There is also an element of fear, and self-doubt which you have to overcome.  I’m a skilled procrastinator and this effort was no exception.  Don’t overthink it.  Resist the urge to back off.  It was more than a few years in the making.  Take a break if you have to, but don’t give up on your dream.  The motivation will return, sometimes it might take a while, but you need to keep your eyes on the prize, it will be worth it.  Good things take time and effort.  If it’s worth having, it’s worth working for.  Keep moving forward and Defy the Immediate!

A little about the book:

DEFY THE IMMEDIATE is an energizing and inspiring look at real life failure, success and perseverance filled with personal stories of coming up short, winning and humility with generous portions of humor along the way.  I was blessed to have legendary broadcaster and fellow Central Michigan University alumni Dick Enberg write my foreward.  The title comes from a speech he delivered at CMU.

Growing up in the space age of the 1960s, much has been expected of my generation.  Throughout my life, I’ve demanded much of myself.  I document my journey of idealism through the traumas of high school, college, working in the media, military, the funeral profession and community service.  Failure was a frequent accomplice and I document the stories of working hard, often with the wrong knowledge, coming up short, sometimes quitting and ultimately succeeding. 

Following a great career as a college journalist, the job market was flat and I was a starry-eyed visionary looking to accomplish the next big thing.  I entered the U. S. Navy to become a public affairs officer as President Ronald Reagan was building a 600 ship Navy.  I had to begin as a regular line officer and pursue a warfare specialty, surface warfare in my case, before I could transfer into public affairs, the smallest community in the Navy, and perhaps the least understood.  I struggled, and was challenged to “stay afloat” among peers with more talent, mechanical and mathematical aptitude, education and background than I had.  It was brutally competitive and required a different mind-set.  I struggled valiantly with help from good people and graduated second to last in my Officer Candidate School class, but I made it! 

On active and reserve duty, I was dealt many “bad hands” to play and was in circumstances I couldn’t control. I dealt with both good and bad superiors and subordinates.   It took almost everything I had to deal with things in a very tough and unforgiving environment.  While many would consider my active duty performance a professional failure, I redeemed myself in the Navy Reserve where I ultimately found my passion and calling in public affairs where I excelled and thrived.   My journey to that point was filled with many setbacks and disappointments which I overcame. 

For nearly 20 years, I carried on a dual career as a Navy reservist and funeral director trying hard to excel in two career paths, facing both systematic and professional challenges in each career.  I ended up being forced to retire from the Navy during the very best time of my career, I loved what I was doing and I didn’t want to leave.  In the funeral business, I lost my father, and business partner, to a quick and unrelenting disease and struggled to keep the family business strong and thriving.  We did well for many years, but I eventually had to come to the reality my heart was no longer in funeral service.  Life is too short not to pursue your true ambitions and talents.  We sold our successful century-old family business. I faced new challenges and opportunities.  I gave up a thriving business and large degree of financial security.  I believe others can draw inspiration from my experiences and challenges.

DEFY THE IMMEDIATE is available in local bookstores and online at Amazon.com. W

T. R. Shaw, Jr. holds a degree in journalism from Central Michigan University and a certificate in mortuary science from Wayne State University.  He has worked as a journalist, a U.S. Navy line officer and public affairs officer. He is CEO and co-founder of Shaw Communication in Battle Creek, Michigan.  He was formerly President of the Shaw Funeral Homes, a fourth-generation family business.  He has held leadership in several non-profit organizations, foundations, service clubs, and military and professional associations.  He is a dynamic public speaker, publishes organizational newsletters, and is a columnist in regional publications.  He believes literacy and reading are fundamental to leadership development and personal success and hopes to encourage people to read more often and regularly.  Readers Are Leaders!  Defy The Immediate is his first book.

His personal website is www.trshawjr.com.

           

           

Diabetes; The World's Next Pandemic

By T. R. Shaw Jr.

            November is World Diabetes Month.  Specifically, November 14 is World Diabetes Day.  But, much like diabetes, few are aware.  

Diabetes is the next world pandemic and crisis.  It’s quietly sneaking up on all of us, yet funding for research and education is not yet a national priority.

It has been said that diabetes is a disease of affluence.  The statistics show the chronic disease is growing exponentially at an alarming rate, especially among Americans.  One in three young adults in the U.S. today will become diabetic by middle age, according to the American Diabetes Association.

            I say that it’s a disease of affluence because it’s undeniable that it is not just genetic, but greatly influenced by our first-world diet and lifestyle.  Diabetes is a physiological, genetic, and cultural phenomena reaching epidemic levels.

            I’ve been a Type-II diabetic for more than 20 years, but I don’t struggle as much as I used to.  Times are a-changing as they say.

            I recently authored a book entitled DEFY THE IMMEDIATE, a memoir on the many challenges in my life and how I dealt with them.  My challenges with diabetes is one of the chapters.

            When I was growing up in the 1960’s, diabetes just wasn’t discussed, and not well understood.  It was a lot like cancer, you know the “C-Word.”  The euphemism I remember from my grandparent’s generation was someone had “Sugar.”  It wasn’t quite understood and diabetes research was in its infancy with limited medications and treatments.  Some people were even institutionalized as it was sometimes mistaken for a mental disorder.  As a child I viewed it as an “old person’s disease,” something I really didn’t have to worry about.

           Following World War II, Americans experienced many fundamental changes in both the landscape and the culture.  As the post-war baby-boom era unfolded, Americans fled the city and moved to the suburbs.  The car created suburbia and everything that went with it.  We saw the rise of fast food franchises, products of convenience like soda pop, TV dinners, and Betty Crocker mixes that replaced hours of baking from scratch.  Home baked goodies like cookies, cakes and other treats were easy and convenient and always present.  We no longer ate out of the Victory Garden, everything was at the neighborhood supermarket.  Grocery shopping, and the marketing that came with it, became a new suburban ritual.

            Advertisers and marketing gurus realized we had a love-affair with carbohydrates.  Sweet stuff was everywhere, in vending and pop machines which were never out of sight.  Sugar sold; and it was in everything!

            My diagnosis of diabetes came after I completed college and served in the Navy where food is a morale issue.  In my 30’s I worked hard in my family funeral business, served in the Navy Reserve and was busy with community leadership.  I found little time to work out the way I should.  My eating habits grew terribly bad and I gained weight.  A few times I lost weight, but yo-yo dieting was never effective.  I always gained back any weight I lost, plus more, as I grew weary of dieting and restricted eating.  I just gave up and ate what I wanted to, most of the time without really thinking about it.  Intellectually, I knew how and what I should be eating, but eating out of convenience was so much easier when you didn’t think about it.

            During a Navy Reserve trip to Norfolk, Virginia, I took part in a four-day NATO virtual exercise during a cold February.  I was glad to escape a brutal Michigan winter for a few days and get to a “warmer” climate.  Tidewater winters are nasty.  It was warmer, but only 45-50 degrees and rainy. 

During this exercise, where we sat in a war room and monitored many screens, I grew uncomfortable.  The exercise we monitored took place in the far eastern Atlantic near Portugal.

I started getting really thirsty and was making constant trips to the drinking fountain to fill my coffee mug, and subsequently, many trips to the restroom.  I blamed my sudden thirst on the change in climate and latitude.  On Saturday night of the exercise, I went to dinner and on the way to my room, stopped by a convenience store and picked up two large bottles of Gatorade.  I drank one before I went to bed and the second one during the night.  I couldn’t sleep.  I was constantly waking up and running to the bathroom where I filled the bottle with water and drank that.  Unbeknownst to me, my blood sugar was in a hyper-glycemic state.  I was still blaming my thirst on the weather.

On Sunday afternoon the exercise ended.  We headed home that evening and I guzzled pure Coca-Cola at the airport to quench my thirst.

When I returned home, the thirst subsided.  I made an appointment with my eye doctor a few days later because my vision had greatly changed.  After examining my eyes, she demanded I see my physician immediately and even scheduled an appointment for me.  She suspected diabetes, I didn’t.

My doctor called me and told me to get to the hospital now.  I was reluctant, I had a busy few days ahead and didn’t have a lot of time.  He told me we needed to do tests.  I shook my head and thought, “Can’t that be done at the lab?”  I relented and checked in.  Everyone there, except me, had a sense of urgency.  I didn’t really understand why I needed to be there. 

Throughout the night, I was continually poked and tapped every few hours for blood draws.  It got a little annoying, but I watched late night TV and dozed off to sleep, still a little angry about why I was there.

The next morning, my internist came in and flat out told me I had diabetes.  Privately, I was saying “no I don’t.”  He showed me some numbers that were off the chart, but had little meaning or relevance to me.  I assumed, the spike was from my recent trip, change in climate, and drinking all that Gatorade and Coke.  I felt they were overreacting.  I was in complete denial that there is something seriously wrong with me.

I was counseled by a dietitian, which pretty much went in one ear and out the other.  I was given several prescriptions and glucometer and taught how to use it.  I took the pills as I should, but didn’t think much more about it.  I infrequently used the meter, besides the test strips were very expensive.  For the next several months my numbers improved, but not as much as they should have.  I was getting lectures from my doctor at every visit and it was getting old, I was still in denial.

After a few years of bad control, I was referred to a diabetes specialist who was adept at getting people on the right track. He was on top of everything the diabetes world.

I’m one of the lucky ones.  I took care of it in time. 

Today, advanced diabetic medicines are now plentiful and convenient and becoming more cost effective.  Science and pharmacology are catching up, along with fabulous new diagnostic devices.

However, many without good insurance still struggle with affordable insulin and life-saving prescriptions.  The American Diabetes Association is working hard to lobby for more affordable medicine and health care plans.  For many the struggle is real and critical. 

The good thing is diabetes is one of the most controllable chronic diseases we face.  The bad news is more and more of us will be facing it in the years to come.  Denial routinely comes before acceptance.  If you are facing it, deal with it decisively and proactively, don’t let it linger into a more complicated condition.

Learn the risk factors and consider lifestyle changes to minimize this menace.  There are many resources available today, take advantage of them.  The American Diabetes Association website is a great place to start.  You can visit it at www.diabetes.org. 

Life is too short to not take the best care of yourself while you can.

T. R. Shaw Jr. of Battle Creek, Michigan, is CEO of Shaw Communication, an author and speaker.  He is a retired Navy officer and funeral director.  His most recent book, DEFY THE IMMEDIATE, A Journey of Failure, Perseverance and Success is available at Amazon.com and local bookstores.  Visit his website at www.trshawjr.com

           

           

           

Hometown Pride; Not Everyone Embraces It, But Should!

Battle Creek, Michigan...The Best Known City of its size in the World!

Keeping Battle Creek GRREAT; 

Small steps toward a bigger goal

By T. R. Shaw Jr.

  (Note:  This column was published locally in my hometown of Battle Creek, Michigan.  While many communities struggle with civic pride, ours is no exception.  In too many places we cannot see the forest through the trees and we get caught up in negative self-talk.  Author Melody Warnick recently spoke in our community.  She authored a recent best selling book, "This is Where You Belong, Finding Home Wherever You Are" about place attachment, and learning to love where you live.  Every community has its points of pride, typically, those closest to it, don't always see them.)

          As a lifelong Battle Creek resident, with the exception of college and the military; and being a fourth generation leader, I’ve seen many changes, both good and bad in our community.

            Like everyone who’s been here for decades, I frequently struggle with community pride, frustration and apathy.  Lots of good things are happening, but it seems we often take one step forward and two steps back with our bad civic attitude.           

Some of the recurring negative themes I keep hearing, center on Battle Creek’s self-image.  Many see our community’s glass as half-empty.   We keep losing stores.  Our mall has lost all three anchors, Macy, Sears and J.C. Penny.  Malls are dying everywhere, we’re no exception.  Pier 1 announced they’re closing and other businesses have faded into the sunset, largely unnoticed. 

We see downtown progress as slow, and continue to speculate on what Kellogg will eventually do.  Dollar Generals are popping up all over town and we question if that’s a positive economic indicator?  We often complain the foundations don’t do enough, which isn’t true, but a perception.  We complain that young people don’t engage, as many of our service clubs and venerable community organizations struggle as older generations continue to keep them going. 

            We too frequently compare ourselves to other cities.  Last week I was at a concert in Grand Rapids and marveled at the development, vibrancy and energy there.  I frequently see other communities and wonder why Battle Creek can’t be like this?  It’s natural to question our priorities when we see these contrasts.  We seem to complain about a lot of things. I’m sometimes guilty of the negative civic groupthink

            All this is common with a half-empty mentality.  Truth is, Battle Creek has many things going for it other cities envy, and we just don’t appreciate it and often don’t even recognize it. 

Here are just a few.

Battle Creek was recently named an All-American City.  While that may not excite everyone, it puts us on the map as a strong, vibrant community in other’s eyes.  This is something we should be proud of and build on.

The Field of Flight Air Show was just named the Nation’s Best Airshow.  This is truly a feather in our cap and also something we should be very proud of.  A new hockey team is coming to Battle Creek, which will build excitement!

We are home to the Brass Band of Battle Creek, the world’s best brass ensemble.  This one group brings prestige to our community in ways few understand.  World class musicians place membership in the BBBC high in their biographies and are proud of the affiliation; they are the very best ambassadors our community could ask for.  The BBBC concerts draw fans from throughout the Midwest and around the nation.  This band is something everyone needs to support.  I openly admit I’m biased for the BBBC.  Speaking of music, Battle Creek offers many music and cultural opportunities other communities envy.  We have the Battle Creek Symphony Orchestra, Michigan’s oldest symphony, Cereal City Concert Band, Post Band Concerts, outstanding high school performances, along with many other cultural gems only a few of us take advantage of or support.

It has been said that Battle Creek has the best collective history of any city in Michigan.  So much has happened here!  Yet, our historical awareness, museums and local interest doesn’t reflect that.

Things are happening downtown, the Milton is coming along and will build a new vibrancy.  I remember it as the Security Bank Tower!  New Holland Brewing is coming soon, along with Hand Map Brewing on Caryle Street.  It’s exciting!

While we appear to have temporarily lost the missile defense command at Fort Custer, it was largely political, it helped keep our area’s military relevant during the quest.  Many positive changes and growth are still expected at the ANG Base and Fort Custer.  We lost a battle, not a war, there are still great things to come at the airport and in Fort Custer.

I could go on and on, but the bottom line is Battle Creek is still a great place, despite our own sour attitudes and outlook.   I’m not sure how to cultivate a positive civic attitude.  It has to be on an individual level, and residents need to step up and become leaders for positive change.  And yes, invest in Battle Creek!

We need to look around us to see our true greatness, despite some of the current social, political, and economic problems we face.  It’s up to us to create the community we desire.  As Tony the Tiger would say, let’s choose to be “GRREAT!”

T. R. Shaw Jr. is CEO of Shaw Communication, a local author, former owner of Shaw Funeral Homes, and a retired Navy officer.  He is chairman of the Brass Band of Battle Creek and active in community and military affairs.

           

We Are "This Close" to Ending Polio: Thank You Rotary!

By T. R. Shaw Jr.

            If you’re a certain age, born in mid-20^th Century, you might have heard of polio from your grandparents or maybe even know someone who suffered from the crippling childhood disease.

            If you were born in this century, it’s likely you’ve never heard of it.  Be grateful!

            Poliomyelitis (Polio) is a paralyzing and potentially fatal virus that plagued the 20^th Century and still threatens children under five in some parts of the world.  It disabled Franklin D. Roosevelt and many other Americans of that era. 

The good news is, polio is about to become the second pandemic virus that has been eradicated from the face of the Earth.  In 1947, Dr. Jonas Salk, a physician who turned researcher and immunologist, developed a vaccine to prevent polio with the help of the Foundation for Infantile Paralysis.

Salk, was hailed a hero in 1955 when news of the vaccines’ success was made public.  Salk deemed it a “moral commitment” to immunize all children, and advocated an aggressive immunization campaign in the U.S. and around the world.  He refused to pursue personal profit and a patent for his discovery, believing public health was a greater concern.  When asked, he stated, “There is no patent…could you patent the Sun?”

Generations from the 1960’s on, grew up with vaccinations, and without the threat, or fear of polio.  Gone were leg braces, iron lungs, social embarrassment and isolation.  The disease became a relic of another era.  In a brief time, polio was eradicated in the United States thanks to Salk’s vaccine, aggressive administration, and his generosity with the cure.

Polio has continued to be pandemic in the rest of the world, especially in developing countries with little or no healthcare.  The problem is not a cure, but distribution and vaccination. 

This is where Rotary comes into the picture.

In 1985 Rotary International launched its Polio Plus program to rid the world of polio through mass vaccination of children.  From that time forward, Rotarians have traveled throughout the world sponsoring polio days and administering vaccinations to children in some of the most remote places on Earth.  It’s simply two drops on the tongue.  The battle was just getting it there. In some parts of the world, cease fires took place in Waring nations to allow citizens to get immunized.  Lines at some stations stretched for miles and it was common for women to carry their children 10 miles or more just to get to a vaccination.

Today, polio exists in only three nations on Earth; Afghanistan, Nigeria and Pakistan.  Only 22 cases were confirmed worldwide in 2017, a reduction of 99.9 percent since the 1980’s when the world saw more than 1,000 cases daily.  The remaining cases are the most difficult to prevent due to geographic isolation, poor pubic infrastructure, armed conflict and cultural barriers.  Until it is completely eradicated, all nations are still at risk.

Immunized children show off their
Purple Pinkies

The Global Polio Eradication Initiative, formed in 1988, is a public-private partnership which includes Rotary, The World Health Organization, U.S. Center for Disease Control, UNICEF, and the Bill and Melinda Gates Foundation.  Rotary’s focus is advocacy, fundraising, volunteer recruitment, administration and awareness.  Rotary has also contributed more than $1.8 billion raised by Rotarians in the 33,000 clubs worldwide.  Rotary’s Advocacy efforts have played a role in decisions by donor governments to contribute more than $7.2 billion to the eradication effort.

Rotary has had an ongoing “This Close” campaign with a growing roster of public figures helping to raise awareness, including Bill Gates, John Cena, Jackie Chan, Queen Noor, Bishop Desmond Tutu and Jack Nicklaus to name a few.  These ambassadors help educate the public about polio through public service announcements, social media and public appearances.

Rotary plans to recognize World Polio Day on October 24 to raise awareness of the organization’s efforts and make the final push towards total worldwide eradication.  Many Rotarians may have a “purple pinkie”, a purple fingernail which might raise curiosity.  The purple pinkie campaign reflects the fact that once a child has been immunized, their pinkie is dipped in purple ink as a way of marking their immunization.

Rotary is counting down to History and hopes to end this disease in the very near future.  We are “This Close” to that day!

If you would like to contribute to Rotary’s Polio Campaign, visit www.endpolio.org or www.rotary.org for more information.

T. R. Shaw Jr. is CEO of Shaw Communication in Battle Creek, a past president of the Cereal City Sunrise Rotary Club, and a Paul Harris Fellow.  He is also Public Image Chairman for Rotary’s District 6360 and is a contributor to Polio Plus.

Is It Time To Retire The Term "Rust Belt?"

By T. R. Shaw Jr.

            My hometown of Battle Creek is getting some much appreciated attention lately.  The community has been featured in major business journals, national and international newspapers, and most recently a series of stories in Crains Michigan Business, and it’s not about cereal! 

           

However, in nearly every report, journalists couldn’t resist using the term “Rust Belt” when framing our region.  A term many of us scoff at from our past.

The recent accolades center on our community’s entrepreneurial efforts, and the growth of the Fort Custer Industrial Park, which in thirty years has attracted 70 firms from around the globe.   The Park is adjacent to Michigan’s third busiest airport with a 10,000 foot runway and lots of room to grow.

High tech companies supporting the automobile industry have occupied “The Fort” since 1974, employing more than 21,500 people.  Our biggest resident and employer is Denso Manufacturing, a Japanese owned company making heaters, air conditioners, and radiators for most of the auto industry and employing more than 2,100 associates (they don’t call them employees.)  Denso recently installed an impressive robotic line which didn’t replace any laborers. 

Battle Creek also landed lithium component manufacturer Toda USA which is making parts for the next generation of hybrid electric vehicles.  Toda recently inked a deal with BASF and will expand in the near future.  Oh, yes, Kellogg and Post are still here, but the community appears to have moved well beyond the “Cereal City” moniker.

Our economic development entity, Battle Creek Unlimited, which manages Fort Custer Industrial Park, formed in 1974 and took advantage of the former military base when it was officially closed by then Secretary of Defense Robert McNamara.  BCU recently cleared hundreds of acres, making them “infrastructure-ready” parcels, going well beyond “shovel ready,” and offering it to developers and corporations.  The interest in this land is overwhelming and will fill quickly; that’s very good for our region and state!  No Rust Belt mentality here!

Rust Belt is a term coined in the late 70’s and early 80’s during the worst part of the industrial decline.  Rust Belt refers to an economic region of the United States primarily in the formerly dominant industrial states of Illinois, Indiana, Michigan, Ohio, and Pennsylvania.   It came to symbolize a devastating economic change, primarily with the downsizing of the steel industry in towns like, Pittsburgh, Allentown and Youngstown.  The ripple of that economic decline has been felt throughout all the Midwest for thirty or more years, especially in Michigan where the automobile industry is dominant.

We have many “belts” in our nation, there is a snow belt, sun belt, corn belt, fruit belt and even a few Bible belts scattered throughout the nation.  Even our capital is situated within a “beltway.”  So the term Rust Belt was geographically fitting, for the decline of the steel industry and everything related to it during that era.  I question whether that term is still valid today with all the shifts and expansion in manufacturing and technology, which have replaced much of our hard industrial might?

In 1984 Scholars, Murray L. Weidenbaum and Michael J. Athey at Washington University in St. Louis, Center for the Study of American Business, addressed that topic in a point paper, The Revival of the Rust Belt.

In this study, they questioned if the term Rust Belt was then an anachronistic term with the coming changes in the Midwest.  They opined,

“The facts available to answer these questions are undramatic,

not supportive of any extreme position, and thus uncompetitive in

the marketplace for public policy viewpoints. The truth of the matter

is that some of this nation's heavy industry is no longer competitive

and is in the process of shrinking in size and importance;

steel and automobile companies have reported the most dramatic

cutbacks. Yet, on balance, the answer to each of the questions is a

clear "no."

If there is a "Rust Belt," it is far more a question of perception

than reality.”

            They went on to discuss how industry has been replaced by technology and the traditional labor jobs have given way to better ways and systems of doing things.  Basically, they denied that we truly have a “Rust Belt” under the current direction the region was moving. 

            “If industrial giants of the past such as Andrew Carnegie and Harvey Firestone

were to visit their old companies, they would be pleasantly

surprised by the array of high technology now in use: industrial

robots, sophisticated process control, laser inspection, flexible

manufacturing systems (FMS), automated material handling,

and CAD/CAM (computer-aided design along with computer-aided

manufacturing).”

            These words were expressed in 1984 and still ring true today.  So my question is, why do we continue to accept and use the term Rust Belt, when so many great things are happening, especially here in Michigan?   Under Governor Jennifer Granholm, we created “Automation Alley,” in metro Detroit.   Under Governor Rick Snyder, we’ve come a long way in “reinventing” our state and how we do business.  Detroit is seeing unprecedented investment and growth around technology.  It’s the comeback city of the Midwest.  The auto industry stands on the brink of huge new advances with hybrid and electric cars.  For the first time in many years, companies are coming back to Michigan, rather than leaving to do business.

            True, we still have a long way to go economically, but we are far from the malaise of the so called Rust Belt era.   While many journalists and scholars still employ the term Rust Belt, I’d like to see that phrase used in historical perspective. 

            Yes, we may have been the Rust Belt, but that term really no longer fits the direction we are moving.  Too many good things are happening to be labeled with a term like that from the past.

            T. R. Shaw, Jr. is CEO of Shaw Communication in Battle Creek.  He is a freelance writer and aspiring author.

Crisis Communication, Michigan State University, and the Changing Paradigm of Journalism

By T. R. Shaw Jr.

            The past few weeks have been a roller coaster for those of us in Michigan.  We are enduring Penn State II as the Nasser sexual abuse debacle has dominated both the local and national news, as it should.  This is far worse than what happened at Penn State and it’s not over yet.

            The epicenter of all this is East Lansing, Michigan, proud home to our nation’s first land grant college, Michigan State University.  Lately, the school has become less known for sports and more known for a stream of abused athletes, mostly female gymnasts, coming forth with gut-wrenching stories of abuse at the hands of a university sponsored doctor, Larry Nasser.

            At this point, this episode has brought down the university president, athletic director and a few high-ranking athletic representatives.  It has also forced the resignation of several members of the USA Gymnastics Board and a tsunami of further resignations is likely forthcoming.  Nasser has begun serving a 175 year sentence.

            While most of us know the story; many complaints were made against Nasser, none were taken seriously by MSU.  As an active campus police investigation took place, Nasser continued to work for both the school and USA Gymnastics for several years and months with latitude and impunity.  Through ignorance and indifference, young people’s voices were not being heard or taken seriously.  A major university and the Olympic movement were too big to fail; something like that cannot happen at this level many assumed.

            The case went public when a Olympic Gold Medal gymnast finally got her voice heard through a journalist at the Indianapolis Star.  Yes, the power of the press had to be applied in this situation to affect change.  After that, all Hell has broken loose and finally, some resolution came for many victims who were powerless and unheard.

            As a public relations practitioner and journalist, I’ve been quite amazed at how MSU has handled, or failed to handle this situation.  MSU is known to have an outstanding journalism program and has produced many top journalists and public relations practitioners. 

To their credit, the student newspaper last week wrote an outstanding editorial following the resignation of President Lou Ann Simon and laid out a brilliant case for the future of “their” school, which demanded responsibility and accountability.  The student journalists closest to this, put it all into perspective far better than anyone has yet.

Michigan State University; Home of the Larry Nasser Scandal

So, why then did the university fail so miserably in crisis communication?  The comments which came out of the administration and the board as this unfolded were insensitive, condescending, and lacked any clear message that they were ahead of this situation, reassuring their stake holders this would be dealt with in a professional and through manner.   They failed in very basic crisis communication practices and are now suffering for it. 

A quote from the STATE NEWS editorial says it best:  “As the most well-known faces of our university, we expected you to acknowledge the horrors that happened, but instead, we were left disappointed and concerned for the future of the university you all claim to love…You sat at press conferences, unprepared to talk about the largest scandal currently facing college athletics.”

Honestly, I don’t know what kind of plan they had in place or worked from, but the perception was they were utterly unprepared to properly communicate effectively. While they cannot change what happened or didn’t happen, there could have been much better public response from the university.

Earlier, NPR sports contributor and author, John U. Bacon, who sat through the Penn State trials, commented that he was surprised this isn’t getting the national outrage Penn State received during the Jerry Sandusky era.  Bacon said what’s happening at Michigan State is hundred times worse, and he’s right.

Part of it may have been media fatigue from the endless Hollywood and celebrity scandals such as Weinstein, Rose, Lauer, Cosby, etc.  But, still that’s no excuse. 

Likewise, in this era of instant, 24-hour news and social media, the university could have handled it much better, especially with communication experts in their midst.

While this tragedy continues to unfold, it is a textbook case of poor media planning, wrong responses, and failure to send the right messages.  I’m encouraged this episode was brought to life by a journalist, especially in this era where most of the media are maligned as “fake news.” 

I’m encouraged by student journalists rising above the noise to take a strong and courageous stand through the power of the press, and the courage of 150 young women finding their voice.

The future of our nation is bright with young people of this caliber rising above the status quo and bureaucracy and using their collective voice to affect institutional change.

My hope is all other institutions and organizations take the lessons learned from this and become serious about a crisis communication plan.  There is much to be learned from a communication standpoint with this horrible event.  The world is moving too fast to not get it right the first time.

T. R. Shaw Jr. is CEO of Shaw Communication in Battle Creek, Michigan.  You can read his blog, The Reluctant R(L)eader at www.read-mor.blogspot.com