What first drew you to a career in communications or PR?
I've always loved researching and telling stories. Even once I realized my first career as a newspaper sports reporter wasn't the life I was looking for, I wanted whatever I did next to include telling stories. I knew some people who had made the transition from the news business to public relations, and I realized that I could do the same. It was not an easy transition by any means. And even today, nearly two decades later, I am still learning things from people who practiced this trade from the beginning. But public relations has allowed me to continue utilizing the research and storytelling skills of my news reporting days. And since I work in health care, I am able to tell stories about making a difference in people's lives.
Why did you become a member of PRSA? Why PRSA Philly? What made you take the next step to get involved?
Professional organizations are a huge help for building networks, learning best practices that can improve your own work, and staying on top of trends. I am involved with some of them, but PRSA is the best known in our field and offers a broad scope of programming and services. So once I was established in the field, I knew I should join PRSA.
What’s one thing people might not realize about doing PR in your sector?
My employer provides health care coverage for Medicaid, Medicare, CHIP, and Health Insurance Marketplace enrollees. As these are all government programs, we are subject to many federal and state laws and regulations. We also have to adhere to contractual requirements on how, when, and where we can talk about what we do. Sometimes the content and format of even the smallest interaction with the news media has to be approved by regulators. These requirements can vary dramatically from state to state, and missteps can carry serious repercussions.
What’s one thing you wish non-communicators understood about PR?
Public relations is not marketing. While the two functions should complement each other, they are distinct disciplines that fulfill different needs. Public relations focuses on building and maintaining a company's reputation and stakeholder relationships. Marketing focuses on selling the company's product or service.
What advice would you give to someone early in their PR or communications career?
Consume as much media as you can in the sector you work in, including newer media like podcasts and Substacks. This is critical to understanding who the key influencers are in your sector, what they care about, how they're talking about the things they care about, and how that aligns with what your company cares about. This will help you craft stronger, more compelling pitches and inquiry responses that are more likely to land coverage and protect your company's reputation.