Public Relations Person of the Year

Leroy Anderson
Bobcat Co.

Leroy Anderson of Bobcat (center) is pictured with PICA Chairman Mike Porcaro of James Informational Media (left) and Marcia Gruver of Equipment World Magazine (right).

The PICA Public Relations Person of the Year award is presented annually to a construction equipment manufacturing industry marketing communications professional whom the PICA editors believe exemplifies “best practices” in media relations with the trade press.

Candidates were rated in the following categories: accuracy, knowledge of company/products (and ability to provide access to proper company officials), knowledge of industry publications, trustworthiness, professionalism, producer of press events, kits, materials etc. that are of high quality, value and completeness, and ability to represent company interests and respect trade press integrity and independence.

About Leroy Anderson
Leroy Anderson has been with Bobcat Co. for 28 years, joining the company in 1976. He began as a Sales Promotion Representative, concentrating on public relations activities and media ad placement. At that time, and until 1999, he handled all PR activities internally. In the early 1980s he was promoted to Marketing Communications Coordinator, taking on added responsibilities for Bobcat’s customer magazine, Worksaver. In 1997 he served a key role in developing the company’s website, Bobcat.com, and has used this tool as a means to communicate marketing issues to the industry press through a “Media Resources” portal. In 2000 he was promoted to his current position as Marketing Communications and Advertising Manager, directing all aspects of communicating Bobcat product and market issues to customers. He directs Two Rivers Marketing Group of Des Moines, IA, in various public relations activities for the Bobcat brand. His most recent project was directing development of a “file management system” for the public website, which is designed to provide an even wider array of Bobcat product photos and stories to industry editors

Editor Comments from the Selection Process

• Consistently top notch and expert
• Can see the professionalism in his work and his direction of others
• Quality and innovation
• Gets into editors’ “skin” to think of what we really need to do our jobs
• Hands down a consummate example of what PR person should be
• Leroy always provides accurate and complete instructions and information for all press events and a complete set of materials….always responds to requests for information and preempts requests for product materials. He stays on top of industry activities, knows his products, his company and the industry he serves.

Commentary from Leroy’s company and business associates:

• I don’t know anyone who has worked harder in any organization building brand. His efforts with the media have been amazing, especially considering we didn’t have a formal agency relationship for public relations until a few years ago. He did it on his own: lots of phone calls and lots of promises kept and service provided. I know that’s why he’s so well respected in the media circle. - John Walsh, Sales and Marketing Support Mgr. (former manager)
• Leroy has many wonderful characteristics, and if I could only pick three they would be history, passion and relationships. His great knowledge and passion for preserving Bobcat’s history keeps our activities grounded. He is the gatekeeper of our communicated message to the world, whether it is a direct mail piece, a PR story, a new item on Bobcat.com or the next edition of the quarterly WorkSaver magazine. And with his passion for excellence, you know if Leroy edited it, it is right. Finally, he places tremendous value on relationships, whether is it with editors, publishers, agencies or fellow employees, and he works hard to make sure those relationships blossom. I couldn’t think of a more deserving recipient of this award. - Gary Hornbacher, North American Marketing Manager (current manager)
• What makes Leroy so good at what he does is that he loves it, and it's easy for editors to see that. Leroy is just as much part of the Bobcat brand as anything else - his own personal characteristics are practically the same: he’s honest, dependable, hard working, and has history….He respects the industry; most importantly, he respects our trade media. I'm sure he'd be in support of honoring many editors in the business before expecting to be recognized himself. - Jeff White, PR Team Leader, Two Rivers Marketing Group (Bobcat agency)

<< Back To 2004 PICA "Measures of Success" Winners List