Careers in Comms Panelists: Expert Guidance for Today's Communicators
Posted on May. 10, 2024 / Professional Development / Subscribe 0
By: Rachael Clifford, PRSA-Phoenix Mentorship Chair
A career in public relations can take on many different forms, and deciding which path to take can feel daunting. PRSA Phoenix helps students, new pros and mid-career professionals looking for a change navigate the evolving field. From networking opportunities to our mentorship program to professional development events, we ensure you don’t have to go at it alone.
On June 4 we’re hosting a panel on different career opportunities in the PR/communications/marketing field. Local PR pros representing the DBacks, the City of Phoenix, ASU and more will share what they do, the challenges and opportunities they face in their roles, and how to secure a job.
Get to know some of the panelists and register for the panel to secure your spot!
Jaci Brown, senior vice president, content and communications, DBacks
How long have you been in the communication/PR/marketing field?
Since 1991 – 33 years
What was your first job ever?
During High School, I was a sales associate in a retail store.
What is the best advice (personal or professional) you've ever received?
Always run to something, not from something –life goals ensure you are focused and remain on the right track.
What are the top three skills you think communication/PR/marketing students should cultivate?
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Foundation: Understanding the Audience/Market
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Cultivate a solid foundation in comprehending the audience or market you aim to reach and continuously monitor for indications in shifts within the audience or market dynamics.
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Goal: Understand the Communication’s Ultimate Objective
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Grasp the primary objective behind the effort – discerning whether the goal is to prompt a shift in perception, evoke specific emotions, or induce behavioral changes through communication strategies.
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Tone: Emphasis on Word Choice and Delivery
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Recognize the critical importance of both word selection and the emotional delivery in effective communication. The tone, encompassing both linguistic choices and emotional expression, plays a pivotal role in conveying messages accurately and resonating with the intended audience.
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Ashley Patton, deputy communications director, City of Phoenix
How long have you been in the communication/PR/marketing field?
My parents would tell you I’ve been communicative since I was an infant! But professionally, I’ve been in the field for about a decade.
What was your first job ever?
My first official job was at a local dance studio. I worked there throughout high school and my undergrad. Surprisingly, working with dance parents and coordinating events like recitals has proven to apply to a career in communication and PR.
What is the best advice (personal or professional) you've ever received?
This is a tough one! One of my undergraduate professors stressed that people will not remember what you said or did but instead how you made them feel. I think this mantra has made its mark on multiple facets of my life – storytelling in public relations, managing a team with a people-first mentality, and prioritizing my personal relationships.
What are the top three skills you think communication/PR/marketing students should cultivate?
Students interested in communication/PR/marketing should be strengthening their skills in multitasking and juggling competing priorities, being adaptive/nimble, and staying abreast of current trends and topics.
Herminia Rincon, PR manager, ASU Online
How long have you been in the communication/PR/marketing field?
About 12 years.
What was your first job ever?
Sales at a clothing store at the mall. My first real REAL job? Administrative assistant at a private company. First career: criminal justice/law enforcement
What is the best advice (personal or professional) you've ever received?
I always have higher standards for myself than people have of me. Great bosses recognize that and help you through it. That boss would always tell me, "It's PR not ER." Does it help? Sometimes. Oftentimes, the work comes with stress or pressure (depending on the project), but you always have to remind yourself that it's going to work out and NO ONE is going to die because of it. As a manager, I manage people how I'd like to be managed, and I am intentional about managing expectations on behalf of those who work for me and managing unrealistic expectations.
What are the top three skills you think communication/PR/marketing students should cultivate?
- WRITING. When I first started my career, I had to write a lot. Draft different things beyond a press release. Now, when I'm on a hiring panel, I look for professionals who are strong writers above all and have the ability/flexibility to change writing styles between projects or tasks.
- MEDIA PITCH. I always share with new graduates that college will give you a good, solid base to start your career but the rest? You have to hone your craft. I learned how to write an effective media pitch from the reporters/producers I built relationships with and on that same note, I learned how to write a statement on behalf of my organization from former directors/immediate supervisors, both of whom I remain close and in contact with today. These are skills that you'll build the longer you're in the industry but important to master nonetheless.
- NETWORKING. I know. This one sounds daunting, but I can't count the times I've needed to connect with another PR pro on a project, and I knew exactly who to go to because of the relationships I've built through PRSA. I always say Phoenix is the smallest largest city, and our public relations community feels the same. Someone always knows someone and it's important to know who your go-to people are. Similarly, several ASU classmates now work in different media markets or PR industries that I can tap into when I have a question or a story. Always continue to network throughout your career and don't be afraid to ask someone you want to get to know, or their industry, to coffee.
Alyx Cima, Corporate Communications Manager, ASM
How long have you been in the communication/PR/marketing field?
I’ve worked in this field for the past nine years. I started my career in 2015 as a broadcast journalist and transitioned into a career in marketing and communications.
What was your first job ever?
First job: The clothing store, Tilly’s
What is the best advice (personal or professional) you've ever received?
In the workplace, when faced with rejection or no; no can sometimes simply mean ‘not now’.
- Understand your audience (hone a message to fit their needs).
- Take a proactive approach whenever possible and offer to help often.
- Find a way to enjoy writing and build your writing skills. It will pay off.
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