Notes from 46th International STC Conference
Cincinnati, Ohio, May 16-19, 1999

Keynote Address: Presentations by STC Exemplars

Note: Rather than a conventional keynote address, this conference opened with mini-presentations by the five recently elected "exemplars" in STC -- respected leaders in the profession who have been in STC for many years.

Opening Remarks: STC Accomplishments for 1998-99, Lance Gelein, Outgoing STC President

• Creation of STC Writers' Consortium, focusing on publishing in non-STC media
• 10 major competitions
• Expansion of Web site
• Increasing international focus
• Travelling exhibits
• Definition of core competencies
• Formation of Practical Communication
Committee (PCC), to focus on assisting high school instructors

Exemplar #1: Lottie B. Applewhite

• Credentials: Writer, editor, educator... has edited more than 4,000 medical articles
• Urges all STC members to become active members, rather than observers
• Urges retired members to remain active with the Society
• Urges establishment of credentials for full membership in STC
• Urges continual learning and professional development
• Warns about over-reliance on distance learning and online education... the human touch is critical
• Urges continuation and expansion of research
• Encourages balance between tool skills needed in the workplace, support of the arts and sciences, and family life
• Tells us to avoid the trap of becoming a technician rather than a professional (emphasizing tool skills over core skills)
• Exhorts Society to extend its reach internationally and its members to exhibit courtesy and tolerance in reaching across intercultural borders
• This above all: Do the best we can.

Exemplar #2: Virginia A. Book

• Credentials: Distinguished career educator in technical communication
• Has identified three basic caveats that can help guide technical communicators in their careers:
   
• Adaptability and flexibility
• Firm ethical foundation
• Acceptance of change
• Her mantra: Change is mandatory, stress is manageable, misery is optional!

Exemplar #3: Ernest D. Mazzatenta

• Credentials: Science writer, editor, and instructor for General Motors; pioneer in many STC initiatives
• Theme: Let versatility be your vision.
• Complacency is a luxury we cannot afford... the profession is moving much too rapidly... we must continually upgrade and refresh our skills.
• Versatility and vision will make you successful both in the workplace and in the Society... they are qualities that are prized and sought after in leaders.

Exemplar #4: Thomas E. Pearsall

• Credentials: Educator, author... one of the founders of formal education in technical communication
• Ben Franklin story: Franklin's hatmaker friend had a sign outside his shop saying "John Smith: Purveyors of Fine Hats," along with a graphic of a hat. To make a long story short, in a series of deft editorial strokes, Franklin urged his friend to remove the word "fine" (your reputation is well known, my friend); "John Smith" (your name is well known); "purveyor" (without your name, it becomes unnecessary); and "hats" (many of your clients cannot read) -- leaving just the graphic of the hat. Pearsall said he figured the illustrators in the audience would appreciate the anecdote.
• Focus on client is critical... must help him/her define needs and objectives
• Next step is to define the target audience, including its needs and values
• Then meet those needs, with good graphics and plain language

Exemplar #5: Lola M. Zook

• Credentials: 52 years in the profession as a writer, editor, and publications manager in a wide range of military, government, and technical organizations
• Concerning the future, she cited the Native American tradition of considering effects "even onto the seventh generation."
• She reached back into her own past generations... her great grandfather lived well before the Civil War... she sees present-day technical communication simply as the latest flare-up of a centuries-old human initiative to communicate more effectively
• Likewise, the core values and skills of the profession will remain intact a century from now when our great grandchildren are attending the conferences.