Hello and welcome to Coffee Talk, where each week I will informally interview a PR professional over coffee (really we’re just bothsipping coffee discussing this via e-mail but you get the idea). I hope to chat with PR professionals (beginners and seasoned) from all sectors. As we can all learn from each other, I hope that we can discuss something new and interesting each week and have fun too. I invite everyone to join the discussion. Just remember it’s only a chat—no need for formality but remember to be respectful.

And so I give you this week’s Coffee Talk with Rochelle Veturis, creator of Role Model Media and PR director of LPA Inc.

This lover of iced coffee gets her fix (two to three times a day) from Starbucks and feels a “coffee talk” is best when meeting new people, especially a journalist or a new friend from Twitter. Rochelle’s got a passion for old movies—anything with Cary Grant or Rita Hayworth—and shyly admits to thriving on podcasts from Quick and Dirty Tips Network. Let’s find out what other gems Rochelle has for us . . . .

1. 1.       At only 27 years old, you’ve worked in TV, Radio, Print Journalism, Marketing, and PR . . . how did you dabble in all of it?
   In college, I took as many internships as I could get my hands on (radio, intern to a producer/movie reviewer, etc). When I graduated, I took another less formal internship that turned into my first writing and on-air gigs, which turned into a job at a paper. When offered a position at the TV show, I didn’t immediately jump; I loved my job at the paper however this was 2007, when newsprint was starting to go downhill. The TV show almost doubled my salary so I had to go. When the show was canceled, I found myself entering PR at an Advertising Agency. And eventually, ended up here at LPA where I am the Director of Media and Public Relations.
   Anyone is this field can tell you that you’re never just working at one position on one project; you’re always picking up freelance gigs and juggling multiple opportunities. It’s the nature of this field. So there’s never a dull moment and I really enjoy that.
   2.       How would you compare your experience in PR with your other positions? Did they help prepare you for where you are now?
   PR is one of those fields that is glamorized on television and in movies. The real tried and true art of PR is fascinating and yes, I am a better PR person because I had to work with so many before I entered this field.  When I first got started, I told myself I could do this. Act like the PR people I liked working with and don’t act like the ones that annoyed the heck out of me. Simple as that.
   3.       Do you think it’s beneficial for PR professionals to have experience as a journalist?
   Yes. I’d love for all PR people to work in some kind of media before entering Public Relations. They would treat everyone so differently; it would be a true paradigm shift.
   4.       What did you learn as a writer that would translate into a PR career?
   Do not force content. Ever. There may be a quote, photo, or font that you are tied to but if it doesn’t flow trust me, do not force it. The integrity of what you’re working on will suffer and in the end, it’s about the reader/audience experience. It’s not about you; it’s about them.
   5.       What is it like working in-house as the Media and Public Relations Director at LPA, Inc. What are your daily tasks?
   My position is new; I’m the only one who’s ever had it. With an in-house person, my firm was able to release their agency saving time and resources. Plus, they’re getting much better care and attention, and they love the results. I am able to use my skill set and expertise from past experiences; I still write, produce, prepare, promote, challenge, and engage. I get to serve various media on a daily basis and because of the nature of our business, poise and equip my teams for those golden opportunities. I’m very much about integrity and the practical use of resources and this is part of what makes sustainability so appealing. It’s about doing more with less, and using creative problem solving to overcome any obstacle.
   6.       Tell me about Role Model Media, PR w/ a conscience.
   This is the company I do my freelance work under. While at the agency, I met the most amazing web designer. Both he and I have continued to work together on side projects. My freelance work has now shifted to speaking engagements, social media workshops, private coaching and accessories (i.e. branded Twitter/YouTube backgrounds). Role Model Media was birthed out of the injustice I saw between agencies toward their clients. I’ve seen many a time when people flat out lied/misrepresented the truth and it made me realize how important Integrity, Ethics and a Spirit of Excellence really are to me hence, the reason I made them the tenets of RMM.
   7.       In PR, many people see only the “glitz” and “glam” but what is it about PR that makes you love your job?
   I like PR because you get to serve. And when you serve others, it is very rewarding. If more PR pros focused on serving their media contacts instead of exhorting them for coverage, I guarantee they’d experience much better results.
   8.       If you could break any stereotypes of PR professionals what would it be? How would you break them?
   PR pros are not just a bunch of glamazons that control the media with the snap of their fingers, and manage public opinion with questionable strategies. With many more journos moving into PR due to newsroom cuts, I predict you’ll see the quality of public relations increase. Clients listen more intently to former media. There’s a respect factor there and former journos can tell their clients yes, this is newsworthy or no, this isn’t. Plus, cuts at agencies mean that more PR pros are going rogue.  This means better prices for small businesses since they won’t be responsible for paying for “agency bloat,” and most likely, better care and attention.
   After an inspiring Coffee Talk Rochelle wanted to give a piece of advice inspired by a sales pro: “When the day is done, make one more call. Will yourself to do it. It’s that last call or e-mail that may yield a truly fabulous opportunity.”
   I urge you to join our coffee talk and add to the questions/comments. If you have any additional questions for Rochelle please post them below and we’ll see if she can spare a few more minutes for some answers.

   At only 27 years old, you’ve worked in TV, Radio, Print Journalism, Marketing, and PR . . . how did you dabble in all of it?
   In college, I took as many internships as I could get my hands on (radio, intern to a producer/movie reviewer, etc). When I graduated, I took another less formal internship that turned into my first writing and on-air gigs, which turned into a job at a paper. When offered a position at the TV show, I didn’t immediately jump; I loved my job at the paper however this was 2007, when newsprint was starting to go downhill. The TV show almost doubled my salary so I had to go. When the show was canceled, I found myself entering PR at an Advertising Agency. And eventually, ended up here at LPA where I am the Director of Media and Public Relations.

   Anyone is this field can tell you that you’re never just working at one position on one project; you’re always picking up freelance gigs and juggling multiple opportunities. It’s the nature of this field. So there’s never a dull moment and I really enjoy that.

2. How would you compare your experience in PR with your other positions? Did they help prepare you for where you are now?
   PR is one of those fields that is glamorized on television and in movies. The real tried and true art of PR is fascinating and yes, I am a better PR person because I had to work with so many before I entered this field.  When I first got started, I told myself I could do this. Act like the PR people I liked working with and don’t act like the ones that annoyed the heck out of me. Simple as that.
   
3. Do you think it’s beneficial for PR professionals to have experience as a journalist?
   Yes. I’d love for all PR people to work in some kind of media before entering Public Relations. They would treat everyone so differently; it would be a true paradigm shift.
   
4. What did you learn as a writer that would translate into a PR career?
   Do not force content. Ever. There may be a quote, photo, or font that you are tied to but if it doesn’t flow trust me, do not force it. The integrity of what you’re working on will suffer and in the end, it’s about the reader/audience experience. It’s not about you; it’s about them.
5. What is it like working in-house as the Media and Public Relations Director at LPA, Inc. What are your daily tasks?
   My position is new; I’m the only one who’s ever had it. With an in-house person, my firm was able to release their agency saving time and resources. Plus, they’re getting much better care and attention, and they love the results. I am able to use my skill set and expertise from past experiences; I still write, produce, prepare, promote, challenge, and engage. I get to serve various media on a daily basis and because of the nature of our business, poise and equip my teams for those golden opportunities. I’m very much about integrity and the practical use of resources and this is part of what makes sustainability so appealing. It’s about doing more with less, and using creative problem solving to overcome any obstacle.

6. Tell me about Role Model Media, PR w/ a conscience.
   This is the company I do my freelance work under. While at the agency, I met the most amazing web designer. Both he and I have continued to work together on side projects. My freelance work has now shifted to speaking engagements, social media workshops, private coaching and accessories (i.e. branded Twitter/YouTube backgrounds). Role Model Media was birthed out of the injustice I saw between agencies toward their clients. I’ve seen many a time when people flat out lied/misrepresented the truth and it made me realize how important Integrity, Ethics and a Spirit of Excellence really are to me hence, the reason I made them the tenets of RMM.

7. In PR, many people see only the “glitz” and “glam” but what is it about PR that makes you love your job?
   I like PR because you get to serve. And when you serve others, it is very rewarding. If more PR pros focused on serving their media contacts instead of exhorting them for coverage, I guarantee they’d experience much better results.
   
8. If you could break any stereotypes of PR professionals what would it be? How would you break them?
   PR pros are not just a bunch of glamazons that control the media with the snap of their fingers, and manage public opinion with questionable strategies. With many more journos moving into PR due to newsroom cuts, I predict you’ll see the quality of public relations increase. Clients listen more intently to former media. There’s a respect factor there and former journos can tell their clients yes, this is newsworthy or no, this isn’t. Plus, cuts at agencies mean that more PR pros are going rogue.  This means better prices for small businesses since they won’t be responsible for paying for “agency bloat,” and most likely, better care and attention.

After an inspiring Coffee Talk Rochelle wanted to give a piece of advice inspired by a sales pro: “When the day is done, make one more call. Will yourself to do it. It’s that last call or e-mail that may yield a truly fabulous opportunity.”

I urge you to join our coffee talk and add to the questions/comments. If you have any additional questions for Rochelle please post them below and we’ll see if she can spare a few more minutes for some answers.