Five Questions with Pat McNeil

Pat McNeil

Chief Communications Officer, VSP Global

“Purpose is the ‘why’ of your brand. It’s the higher-calling of your organization’s existence beyond making a profit.”

Since joining VSP Global in 2003, our client Pat has focused on helping the world see the value in eye health and currently directs the company’s external communications, social/content strategy, enterprise communications and reputation management. Recently, his team announced VSP Global’s Million More milestone that helped improve access to eye care and eyewear for 2 million people in need and shared the company’s new commitment to reach 3 million people by 2020.

IN THREE WORDS, DESCRIBE YOUR LEADERSHIP PHILOSOPHY?

Listen, clarify, act.

HOW DO YOU DEFINE BRAND PURPOSE?

Very simply, it’s the ‘why’ of your brand. It’s the higher-calling of your organization’s existence beyond making a profit.

WHEN IS AN ORGANIZATION’S PURPOSE MORE IMPORTANT THAN BUSINESS?

The mission at VSP Global is ‘we help people see.’ By helping people around the world of all economic backgrounds gain access to affordable eyecare and eyewear and then hearing their stories, you recognize pretty quickly that our purpose is more than business.

WHAT WAS YOUR FIRST JOB? ANY KEY LEARNINGS YOU STILL LEAN ON TODAY?

In my first public relations position, I managed a statewide press conference designed to raise awareness about the appropriate use of antibiotics. I ended up cold-calling Bill Nye The Science Guy, pleading with him to come to Sacramento with the promise of a 4-ft paper-mache sneezing nose as a visual prop and he said yes. We were able to attract local, state and national media. Anything is possible as long as you aren’t afraid to try!

IN ONE SENTENCE, WHAT’S THE BEST PIECE OF CAREER ADVICE YOU WISH YOU COULD GIVE YOUR YOUNGER SELF?

Nothing is off the record.

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