Each month we have been reaching out to notable communications professionals to ask them a few questions about their experiences and interests, with the goal of providing some insights to others in the industry. For our latest edition of ‘Questions for the PR Industry’ we spoke with Colleen Janssen Hood, consultant and teacher.
Why do you work in PR?
I work in PR because it demands that we look at all possibilities and opportunities – including those that are emergent. I enjoy the energy associated with PR and the energy that others in the industry bring. I appreciate the opportunity to delve into our stakeholders needs, and to constantly remind ourselves that people see things differently (e.g. like the dress that went viral on Social Media, how do you represent Gold/White if your stakeholders see Blue/Black?). I also enjoy the small fire that is constantly lit under our rears, which demands that we remain up-to-speed on current events and the latest trends. Most of all, I enjoy the results that a well-executed PR program can bring – especially done in collaboration with others.
What is your greatest work-related accomplishment?
I can’t point to a specific accomplishment, but I can say that the most meaningful work that I have done is when I have had the opportunity to facilitate new programs and relationships between different sectors (profit, nonprofit, education) and where mutually beneficial outcomes have been achieved. It has been these types of experiences that have shaped my approach to PR, right from the beginning of my career, and I continue to enjoy seeking out these opportunities today.
What do you see as the future direction of the industry?
As news rooms become smaller and organizations have the ability to grow a targeted audience and create and distribute content using relatively inexpensive technologies, I see those in the PR industry needing to continually grow their skill set – at an unprecedented rate. The line between marketing and PR, and journalism and PR is becoming increasingly blurred with the onset of content marketing and brand journalism, and our ability to respond to these changes effectively and ethically demands those in our industry to commit to continuous learning and sharing in best practices.
Thank you, Colleen!
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