John Martin has been appointed associate state director – communications for AARP-Rhode Island. From 2003 to 2011, Martin served as director of marketing and communications and director of public relations for Save The Bay. He has also been an adjunct professor of communications at Roger Williams University for the past eight years. Martin holds a bachelor’s degree in journalism from the University of Missouri School of Journalism and an M.A. in American civilization from Brown University.
PBN: How does your role in communications for AARP-RI compare to your previous experiences? Are there different challenges or goals?
MARTIN: My journalism background guides me. Corporate and nonprofit communications comes down to how well you tell your story. Be timely and relevant and you’re on solid ground. Concise is helpful, too. A wise editor once defined news as “Facts that matter.” Apply that and you won’t waste anyone’s time – which is deadly. Also, like a good reporter, you must be a listener.
My AARP goals are similar to mine at Save The Bay: increase awareness of my colleagues’ work in communities and at the Statehouse, build confidence in the value of AARP membership and help make every public “transaction” – from how we’re perceived at a hearing or community event to the way we help people over the phone – result in a take-away that AARP is informed, professional, attentive, inclusive and respectful.
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PBN: How will the current age gap – with four distinctive generations working side-by-side – affect and inform the communications strategy for AARP?
MARTIN: If you read our magazines or visit our website, it’s clear we’re reaching out across generations. As Social Security and Medicare are debated, working people in their 40s and 50s see us maybe for the first time as a key ally strengthening their future, too.
PBN: Are there any specific projects you will be focusing on for AARP?
MARTIN: I’ll be active in social media strategies. It’s a myth that older people aren’t online. They’re there and growing as everyday computer users age into our 50-plus membership. We’ll also be doing more with 50-plus work force development and corporate partnerships. Workplace cultures and worker interests are changing because people expect to work longer before retirement. •
