Given his love for the game of softball (his Austin, Texas team even won its league recently), it’s not surprising that one of the axioms Rick Havacko abides by daily is that the name on the back of the uniform is not nearly as important as the name on the front of it. Absent the corporate communications guru, however, the Toshiba team logo would not shine as brightly.
Public relations is a selfless exercise of extolling the virtues of an organization via press releases, market-awareness campaigns, article placements, interviews and other touch points designed to heighten brand awareness. Havacko’s demeanor and temperament are ideally aligned with the values espoused by the position, and it would be more than sufficient if that represented the extent of his arsenal. But few people can match him in the areas of kindness and empathy, which moves the value proposition needle from good to great.
With all the resources at his disposal, including a BA in journalism from San Diego State University, Havacko ultimately drew his professional cues and bedrock values from his mom and dad, Rita and Stephen. Hard work, honesty and empathy led him down the road to a servant mindset, which his parents demonstrated throughout his formative years.
In the end, he notes, people won’t remember you for the things that you do, but they will remember the type of person you are and how you treat others. “The people I have the pleasure of collaborating with are the most rewarding aspect of my job and life in general,” said Havacko, a 2024 ENX Magazine Difference Maker. “Particularly as it relates to the close relationships I’ve established with my Toshiba teammates as well as those I’ve formed with so many reporters and analysts.”
Toshiba’s lone corporate communications specialist, Havacko has a growing award mantel, and it’s not because he’s a good guy (but that certainly didn’t hurt his case). He’s a two-time winner of the Silver Anvil Award, as recognized by the Public Relations Society of America—the top national honor bestowed upon PR professionals. And just recently, he reeled in the 2024 Communications Professional of the Year, garnering the International Business Awards’ Gold Stevie.
Brand Resurrection
Simply put, Havacko is an artist when it comes to raising brand awareness. One of his shining accomplishments involved boosting the profile of a lesser-known personal computer company, eMachines, a foundering organization that had been delisted from NASDAQ. He constructed a PR campaign that stressed the company’s turnaround story—new top execs, quality product rollouts and a foray into notebook PCs—and pitched it to local, national and consumer, business and trade media that included Business Week (Bloomberg), Forbes, Chicago Post and Washington Post. His efforts helped transform eMachines into the nation’s No. 3 seller of PCs.
“It was a matter of momentum, downhill running like a running back in football,” he said. “But it wasn’t just me, it was a team effort.”
A writer at heart, Havacko had the good fortune of interviewing San Diego State graduates Tony Gwynn, Mark Grace and Dave Smith—all of whom became Major League Baseball players (Gwynn was one of the game’s greatest hitters and a Hall of Famer). As a journalism major, he learned the essentials in constructing a compelling and memorable story, which to this day helps elevate his performance.
Invoking the philosophy of former Toshiba CEO Scott Maccabe, Havacko’s recipe for effectiveness is “I plan my work and work my plan.” Procrastination is not a luxury he enjoys.
“Considering there are typically multiple projects at any one time, this philosophy is imperative. Especially as our company’s sole comms person,” Havacko said. “While there are always occasional course adjustments (which also help keep things interesting), I maintain this approach, which serves me well.”
Prior to his 12-year journey with Toshiba, Havacko toiled for a trio of PR agencies, as well as the Specialty Coffee Association of America. Ironically, one Orange County, California, agency where he worked responded to a request for proposal to represent Toshiba in 2003. Another local firm won the bid, but nearly 10 years later—driven by the desire to work for a firm with a notable brand—Havacko interviewed for an opening at Toshiba and won the gig.
Human Element
Personal interaction is perhaps where Havacko shines the brightest. The pandemic put a crimp on in-person events, which resulted in Toshiba’s LEAD conference going on hiatus for five years. He counted LEAD Beyond 2023 as the highlight of the year, enabling him and the entire Toshiba team to assemble an event that guests found educational, entertaining and rewarding.
Building and protecting Toshiba’s brand and reputation are key focal points for Havacko moving forward. He tracks those efforts through analytics courtesy of Cison. Last year, Toshiba finished tied for second in total readership in the U.S. and third in share of voice and ad equivalency, and swept all three metrics in Brazil.
Havacko continues to elevate his game through working smart and diligently while seizing opportunities that present themselves. “I’ve also found that the harder I work, the luckier I become,” he added.
The youngest of four (two brothers), he loves playing soccer and volleyball as well as softball. Havacko yields to his sister, Jeanine, when it comes to top athlete—she set her high school’s record in the 4×400 relay, and none other than the late, great Jesse Owens spoke to Jeanine about her sprint times during his namesake track meet in Los Angeles.
He’s also a supporter of worthwhile charities, including the Juvenile Diabetes Research Foundation, the world-leading funder of type 1 diabetes research.
