Maria Hechanova’s Shift from TV to PR
Posted on May. 12, 2025 / Member Highlights / Subscribe 0
Maria Hechanova spent 12 years in TV news, most recently reporting for Good Morning Arizona. After stepping away from the newsroom in 2022, she found herself drawn to public relations and realized it was more than just curiosity. In this Q&A, Maria shares what sparked the career shift, how her journalism background gives her a unique perspective, and what she’s hoping to learn as a new PRSA Phoenix member.
Tell us about your background in TV journalism. What kind of stories and work did you take on?
I spent 12 years in TV news, most of it as an on-camera multimedia journalist. I researched, pitched, shot, edited, and presented my own taped and live stories on many platforms including television, radio, websites, and social media. My career started in Yuma, Ariz. I had stops in Lansing, Mich. and Tucson, Ariz. before I landed my dream job as general assignment reporter in my home market with KPHO/KTVK/Arizona’s Family in Phoenix. My live and taped reports aired on the top-rated morning newscast Good Morning Arizona. I covered breaking news, crime, wildfires, water-related incidents, weather-related damage, education, and more story topics than you can imagine.
What inspired your transition from journalism to public relations?
When I left TV news in 2022, I branded my campaign #HechOnHiatus because I thought I’d go back. However, during my time of reflection, I realized I didn’t necessarily miss the job. I missed pieces of it. I found myself fascinated by the “other side” and the amount of strategic and crisis planning that went into managing a company’s brand, image, and relationship with the public, the community, customers, and businesses they serve. I was so curious, I successfully used my media relations skills to visibly elevate a few nonprofits I believed could shape conversation and impact quality of life. I enjoyed writing press releases, prepping and coaching spokespeople, and watching my clients benefit from the positive attention. To be clear, those experiences led to my decision to fully commit to a PR career. Dreams change and that’s ok.
How do you see your newsroom experience benefiting your work in PR?
I understand the transaction between a PR professional and journalist. I’ve received thousands of PR pitches throughout my career and know what will get covered, what won’t, and why. My strengths include impeccable time management skills and the ability to prioritize tasks and dominate deadlines. I shine at building relationships, trust, and credibility. All qualities that melt together human connection, memorable moments, and emotional investment. Crafting and influencing public perception should start with an engaging story and strong writing. As an Emmy Award-winning storyteller, I’m confident I can connect with clients, find the most compelling parts of their story, develop a strategy, and execute it effectively.
What types of PR roles or industries are you most interested in exploring?
I’m most interested in corporate communications, public information officer, public relations, and media relations roles. Industry interests range from public safety technology, retail grocery, telecommunications, utilities, and government. I desire to dive deep into an industry and tackle challenges with the same te
nacity and resilience that made me a successful reporter. As a journalist, I had to quickly understand complex topics, pick the most important parts, and translate what it meant for my audience. PR demands those skills and more. I want to be part of a growing industry with leaders who have a clear vision for the future.
What are you most excited to learn or experience as a new PRSA Phoenix member?
I’m excited to learn from respected PR professionals who are dedicated to their craft and practice at the highest ethical standards. I’m interested in talking to PR professionals across a wide range of industries to recognize what’s similar, what’s different, and analyze their style of approach to solving problems. I also look forward to discovering more about PRSA’s Accreditation in Public Relations credential to understand the industry’s standards.
What’s something people might be surprised to learn about you?
One, I enjoy being culturally ambiguous, but some may be surprised to learn I’m Filipina. Two, I didn’t go on my first camping trip until I was 21 years old. Three, I’m almost always awake by 5am. Everyone in my household is too!
Is there a cause or organization you’re passionate about outside of work?
I’m passionate about the Drowning Prevention Coalition of Arizona and the work its volunteers pour into informing caregivers and the community about safety measures they can take to prevent a tragedy. I’m also passionate about the Arizona Aloha Festival, an annual event that provides awareness and education about Hawaiian and other South Pacific Islander cultures and heritage. You can also find me supporting The Joy Bus, a nonprofit dedicated to delivering fresh meals to homebound cancer patients.
When you’re not working, how do you like to spend your time?
When the weather allows, I like to hike or swim laps. My family and I enjoy exploring Northern Arizona and discovering fun places to take our kids.
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