SUSAN KOSCIS: In Memory of Walter Cronkite

Susan Koscis is the Director of Communications at Search for Common Ground.

Photo from Flickr used under a Creative Commons license.

Washington Post TV Critic, Tom Shales, beautifully captured the essence of Walter Cronkite’s place in the hearts of America.  “He was ours, we were his, and he didn’t so much deliver the news to us as join us in experiencing the world outside our own homes and schools and towns. He won virtually every award that is given out in the annals of broadcasting, but he won a lot more than that. He earned our friendship, our trust and even, as we perhaps now realize more than at any other time in the relationship, our love.”

Before coming to Washington DC to work at Search for Common Ground, I was head of public relations and publicity at CBS Records in New York during the Cronkite years. Mr. Cronkite was a legend throughout  CBS.  But working at the record company, and not at CBS News, I didn’t have a chance to meet him.

But then, CBS put together the most famous Cronkite broadcasts from his decades as anchor of the CBS Nightly News, packaged them, and released them as a multi-disc record set (they were records back in those days).  I was chosen to work with Mr. Cronkite on the PR.  We travelled to Chicago, Philadelphia, and Los Angeles – where Mr. Cronkite appeared in record stores to sign copies of the spoken-word multi-record set.  In each location long lines formed of people wanting his signature on their collection, and to shake his hand.  He cheerfully stayed as long as there was anyone left on the line.

But it was his behaviour away away from the public and cameras that most impressed me.  He was the most easy going of “stars” that I had worked with — grateful for what was done for him; noticed what was done well and acknowledged it; sought out the people behind the scenes to thank them; and was curious about everything.  The record business was new to him and wanted to know details of how it worked.  He asked questions I had never considered, and I worked in the business!

He made sure that the limousine drivers got their meal when we were at lunch or dinner.  He approached each record store employee for helping to make his appearance a success.  Appearing on the Tonight Show with Johnny Carson was no big deal and he took it all with equanimity.

He became significantly central in American culture and was credited with being able to move public opinion.  Surveys found him to be “the most trusted man in America.”  He helped us understand the significance of the news we heard and what it all meant.  He did this naturally and without pontification.  Although his friends were among the elite, he didn’t lose interest in people and what made them tick.  Everything was interesting.  And almost everything could be a source of amusement.

My experiences with Mr. Cronkite “on the road,” sailing on his beloved boat off of Martha’s Vineyard, and working with him at CBS, were among the most memorable of my career and I’m grateful for them.  Smooth sailing dear Mr. Cronkite.

Read the full article, “And That’s the Way Cronkite Was…” in The Washington Post