Interview

Marian Gerlich When did you know you wanted to do this for a living? (Any specific event?) When I figured out that I really loved working with words and the only other option was to be an English teacher. I knew I didn't have the patience for that! But business and the media interested me, so putting words together for business purposes made sense. How long did it take for you to get where you are now? I started my own PR agency in 1990, so it took from 1977 when I graduated from college until then. Did your interest increase in college? Yes, as I studied Technical Journalist at CSU – that’s what the degree was called then. What else had you considered? Reporting. But when I graduated, the only job offer I had was from a small newspaper in Wyoming that wanted me to cover society and obituaries. I couldn’t see myself in that role – even if I understood that you have to start at the bottom. What is the most rewarding part about your job? Making a measurable impact on my clients’ businesses by placing a story that results in revenue for them. What are the hardest/ easiest parts in this career field? If you’re results-oriented and detail-minded, this can be an easy job. There are an awful lot of people who aren’t diligent, so it’s actually easy to shine if you are.

What is your stress level and why? (Delicate subject, people, if economy has effect etc.) It’s pretty high. This is a deadline business because you’re working with media. So you’re under pressure to meet deadlines everyday. There are lots of unplanned opportunities – which is good, but you just have to know going into the day that it might be taken over completely by something you never planned on. Also, working in the travel PR business, I sometimes have to deal with crises – everything from cleanliness (or lack thereof) to mass food poisoning. What do you do to stay positive in a stressful time? Actually, it helps to have been in the business for a while. Because I know that however stressful it might be today, it’s going to be better tomorrow, and probably forgotten the day after that. The media move on. How much can this job be effected by a slow economy? Interestingly, PR is almost counter cyclical. It’s extremely cost effective versus other marketing disciplines like Advertising. So while we’ve seen clients making cuts in ad budgets, nobody has cut our budget – it’s small in comparison, and they see tremendous benefit from positive publicity exposure. Would you say you have a comfortable income? (You don’t need to tell me your actual salary J ) Yes. What advice would you have for someone newly interested in this career? Talk to PR people at both PR agencies and those who work inhouse at a wide array of businesses/industries. The work varies a lot. What you do in PR for an entertainment industry agency is a far cry from the work you do as a PR person for an oil company. What qualities should someone posses to succeed in this career field? Some of the most important qualities are the ones that will be instrumental to success in any field: showing up on time, working responsibly, seeking more responsibility, anticipating actions and recommending ideas, carrying thru on EVERY task, reporting accurately and listening and responding. Of course, you also have to understand the nature of the media: what moves them, where are they going, what makes a good story, how to pitch a reporter, how to capitalize on trends, etc. What are the opportunities possible with this job? (How many different ways could I apply knowledge or what different departments are there?) I think there are more job opportunities with a PR agency than working as a PR person inside a company. You grow fast (because lots of people can’t take the stress and move on). So if you’re willing to accept responsibility, you’re often given it. Also, you get the opportunity to see a lot of different types of PR when you’re working for an agency – what you do for a perfume company, a designer, a five-star resort, an amusement park, a destination, a restaurant, a spa, a home builder, etc. When you work inside a company as a PR person, I think there’s less opportunity to rise in the ranks. You’d most likely go from PR to Marketing, which is the best way to grow inside a company. But many marketing positions are filled by Advertising people. PR people tend to be tapped for Corporate Communication positions, but not Marketing as often. How do you stay updated in this field? (Which do you find the most effective?) You have to read everything you can get your hands on. Magazines, newspapers, blogs, etc. And if you aren’t monitoring social media, you aren’t going anywhere because it is definitely the wave of the future.

Who was your mentor in your career? What made him or her a good mentor? It was probably my first boss – Lois Lusky, who ran a PR agency in Denver with her husband, Sam. I went to work for them out of college. Lois set a great example as a first-rate PR business woman. She had style, charisma, personality and the respect of her clients. To what extent is math or science used? I use math when I figure out PR budgets for my clients, or calculate the advertising value of a publicity placement, or estimate long-term budget needs. But science isn’t something I ever use. How much interaction do you have daily? Because my business is just myself, my husband and our assistant, there isn’t much personal interaction in our office. But we’re on the phone all day long with clients and media, and often traveling and at meetings. What does a normal day look like for you? It’s probably 50% media interaction; 30% client interaction and 20% execution of strategic projects. That’s a number I’d like to change, but the immediate nature of the news business and deadline demands by media dictate that much of our time is spent on tactical issues. What does a busy day look like or what could go wrong? Most days are busy. It’s always a juggling act, often multi-tasking to meet deadlines and client demands. The worst is when I fail to meet a deadline because I can’t get an answer from a client. That’s really maddening. You put a lot of effort into gathering information and placing stories, and when it goes for nothing because you can’t get an answer it’s very frustrating. How compatible is your job with leading a normal life? (Do you still get to live a little? J ) I don’t “live” as much as I should because I’m a bit over-devoted to my business. I am generally in the office by 7 each morning, and generally don’t leave until 6 or 7. So 12-hour days are pretty regular, and I work weekends, although not as long. However, remember that I work for resorts: I’m often traveling to spectacular places, staying in five-star resorts, doing spa treatments and dining at great places with media and clients. So that factors into it. One reason I started this business was to be more accessible to my daughters, and that’s worked very well. Having an office in my guest house, I’m very accessible to them – often available to do things and take them places when other “working moms” couldn’t.

Bill Withers When did you know you wanted to work in this field for a living? I owned a portion of a media company years ago and had the opportunity to help a couple political candidates on their campaigns; one was a school board candidate, the other was a mayoral candidate. Both won their seats. This gave me a taste for working in both public and media relations. How long did it take for you to get where you are now? 11 years in my current position and role. Did your interest begin and increase in college? My goal in college was to work in some form of communications, so yes. I started out as a communications/public speaking major...     Had you considered anything else and is so what was it? Nope; I always knew I'd be in some form of media or communications field... If I were to do anything else, and I think I would be a pastor, but there again, it's all "communication," just a single message... (chuckle) Of course, I'm teaching this stuff now, and running a program. What is the most rewarding part about your job? Now it's helping other students, like I was at one time, succeed. What are the hardest/ easiest parts in this career field? Staying current with changes in technology. What is your stress level and why? (Delicate subject, people, if economy has effect etc.) I don't tend to get stressed, to be honest. I have a strong faith life, so I can handle most of what's thrown at me career-wise. What do you do to stay positive in a stressful time? Faith, family, and friends. I've heard it said that you're the composite average of the five people you spend the MOST time with. So, if you factor in my family and friends, all relatively positive people in their own rights, and really good influences, it's easy. <span style="font-family: Arial, Helvetica, sans-serif;">How much can this job be effected by a slow economy? <span style="font-family: Arial, Helvetica, sans-serif;">Recessions and deflation usually result in a greater NEED for good communications professionals. Sadly, some organizations choose to make cuts there. <span style="font-family: Arial, Helvetica, sans-serif;">Would you say you have a comfortable income? <span style="font-family: Arial, Helvetica, sans-serif;">Yes, I make a good living. However, I do a ton of consulting and private work on the side so that my wife can stay home with our kids. That is our choice as a family, so that she can help transition our kids into a better life. <span style="font-family: Arial, Helvetica, sans-serif;">What advice would you have for someone newly interested in this career? <span style="font-family: Arial, Helvetica, sans-serif;"> Get a good liberal arts education, find a mentor or two, and volunteer. Find ways to shadow and/or do field experiences in the field. What qualities should someone posses to succeed in this career field? <span style="font-family: Arial, Helvetica, sans-serif;"> Excellent communications skills, good multi-tasker, and you gotta love serving. What are the opportunities possible with this job? <span style="font-family: Arial, Helvetica, sans-serif;"> Research this site: http://www.bls.gov/oco/ocos086.htm <span style="font-family: Arial, Helvetica, sans-serif;">How do you stay updated in this field? <span style="font-family: Arial, Helvetica, sans-serif;">I read and attend conferences. <span style="font-family: Arial, Helvetica, sans-serif;">Who was your mentor in your career? <span style="font-family: Arial, Helvetica, sans-serif;">...didn't really have one early-on. Later I was influenced greatly by a university president I worked under. <span style="font-family: Arial, Helvetica, sans-serif;">What made him or her a good mentor? <span style="font-family: Arial, Helvetica, sans-serif;">Empowerment. They let me work and grow. <span style="font-family: Arial, Helvetica, sans-serif;">To what extent is math or science used? <span style="font-family: Arial, Helvetica, sans-serif;">Research -- you have to know how to measure and evalutate success   <span style="font-family: Arial, Helvetica, sans-serif;">. <span style="font-family: Arial, Helvetica, sans-serif;">How much interaction do you have daily? <span style="font-family: Arial, Helvetica, sans-serif;">Constant. <span style="font-family: Arial, Helvetica, sans-serif;">What does a normal day look like for you? <span style="font-family: Arial, Helvetica, sans-serif;">I used to be a workaholic, working 12 hour days often. Now, unless I need to, I tend to focus on my wife and kids more, working nine hour days. <span style="font-family: Arial, Helvetica, sans-serif;">What does a busy day look like or what could go wrong? <span style="font-family: Arial, Helvetica, sans-serif;"> Non-stop meetings and/or teaching, to the point where you can't answer email or take calls. I often eat lunch at my office desk, just to catch up. How compatible is your job with leading a normal life? <span style="font-family: Arial, Helvetica, sans-serif;">Right now, at a college, it's perfect.