A Conversation with Tom Pica of Verizon Wireless

"At Verizon, we are first and foremost a builder of outstanding networks and our employees and customers recognize that. That's what we use to guide our communications and that helps keep our actions, communications, priorities and everything else in focus and aligned."

Insidedge: Hello, Tom. Tell us about you and your role at Verizon Wireless.

My name is Tom Pica and I'm Executive Director-Corporate Communications, Verizon Wireless. I've been with the company since the beginning in 2000.

Insidedge: What areas have you specialized in during your time with the company?

My first assignment with the new company was to develop and implement our employee communications strategy when the company became the nation's second coast-to-coast wireless company. Since that time, we have grown into the largest wireless company in the US with more than 80 million customers. Just before that, I was the first PR person assigned overseas with our partners at a Greek wireless company. My previous experience was as internal PR consultant to business unit leaders as well as a member of the CEO's speech writing and communications team. In all assignments, I had both internal and external responsibilities.

Insidedge: Verizon and Verizon Wireless both have experience tremendous change, both corporately and within their industry sectors. What separates these companies from their competitors, in your view?

My belief: Strong leadership with a clear vision and goal. At Verizon, we are first and foremost a builder of outstanding networks and our employees and customers recognize that. That's what we use to guide our communications and that helps keep our actions, communications, priorities and everything else in focus and aligned.

Insidedge: How are you using Facebook, YouTube, Twitter and the new social and digital media? Internally and externally?

We just started up our YouTube channel, posting videos that for the most part focus on our network's value to customers. You can check it out at: www.verizonwireless.com/b2c/splash/vz_advantage.jsp. I've also just started using Twitter myself to create a community of internal and external constituents (fellow PR folks, tech reporters, bloggers, industry insiders) to tell our story. Internally, we have a robust intranet presence that incorporates every tool an employee may need. We do encourage two-way communications via email and also employ regular webcasts (we have our own operating, state of the art corporate television studio at our headquarters in New Jersey) to report quarterly on our financial results, but the bedrock of our communications is face to face communications between our leadership team and their employees.

Insidedge: How do your leaders communicate with the larger employee population?

Did I mention that we believe face-to-face communication is most effective? Verizon Wireless CEO Lowell McAdam meets regularly with employees around the country in formal 'town hall' meetings and his direct reports and business unit heads do so as well. In addition, he and other senior leaders regularly visit stores in every market.(We have more than 2,000.) Their surprise visits - they don't immediately identify themselves as anything other than a customer - are legend and are a strong symbol of their connection to employees closest to our customers.

Insidedge: How do you expect your industry sector to change, and what role will communications play to help you maintain leadership?

The wireless industry is evolving and exciting. Who imagined 26 years ago when the first commercial call was made from a "cell phone" -- installed in the trunk of a car at Soldier Field in Chicago -- that today you would have the world at your fingertips?

PS - Our suburban switching center transmitted that call to Europe and today handles more than 70 million voice and data connections monthly that originate in Chicagoland. The Internet was in its infancy and today's smartphones have fulfilled the promise of the most imaginative science fiction writers. With faster 4G (fourth generation) wireless networks on the near horizon, stay tuned for more. I am, however, still waiting for the flying cars.

Insidedge: How are you maintaining your own education and currency of knowledge with these fast-changing social and digital media?

I'm no expert, but I have made sure I use them regularly (I spend too much time on Twitter, doesn't everybody?). I also like to check in with the PR trade experts by attending at least one conference a year that focuses on latest practices. Ragan, PRSA and Bulldog Reporter do a good job.

Insidedge: What is the biggest challenge communicators face today?

Focus and confidence. Understand your business's goals and vision, and communicate accordingly.

Insidedge: How do you and your colleagues evaluate communications effectiveness in your company?

Is our company meeting its goals? Do employees get it? If an employee gets up in front of the CEO at a town hall meeting and asks a penetrating question -"What are our goals and how do we get there? - then we have failed.

Insidedge: What is the latest book, blog or tweet you've read that helped you as a communications professional?

Hug Your Customers by Jack Mitchell -- understanding our customers is the best way to make sure all of our communications are focused on what matters. I also follow David Pogue on Twitter and on his web site. He knows how to tell a story.