Leaders of Tomorrow

Instant Messengers

By Matthew Gregory

Public relations practitioners work in a fast-paced world that requires them to deliver messages to the public at astonishing speeds. For the past year, the pace has ramped up even more with media questions about the economic downturn. Just ask Penny Delaney Cothran, the South Carolina Bankers Association’s vice president, director of communications and editor of Palmetto Banker.

“Right now, many Americans are angry at banks. They hear words like ‘financial bailout,’ and they think banks are getting a free ride,” said Cothran. “It’s tough because some people are having a hard time remaining optimistic about the economy. It’s my job to let them know their money is safe in the banks of South Carolina, and things will look up.”

Like Cothran, Ashley Sherry, a PR and corporate communications professional, has received a lot of media calls with very specific questions about the economic climate.

“That’s the important thing about PR and crisis communications – to be accessible, to be responsive and to meet the reporters’ needs,” said Sherry.

Allison Skipper, public relations associate at the South Carolina State Ports Authority, said she also has felt the effects of the downturn.

“At the end of the day, we as South Carolinians have a great advantage of having a port system in our state that can be an economic driver,” said Skipper. “Once things begin to recover, we’ll continue to have that resource that brings new businesses here and provides jobs across the state.”

Despite the challenges they face every day, all three women, who serve on the board of the South Carolina Public Relations Society of America (SCPRSA), have fun with their jobs. In fact, it was fun that changed Cothran’s plans after she first enrolled at the University of South Carolina School of Journalism and Mass Communications. Cothran, 32, started as a broadcast major who wanted to be the next Connie Chung, but her plans quickly changed when she saw the PR students were having more fun.

Yet, all three women acknowledge a huge misconception surrounding their field – being a PR practitioner isn’t all about socializing, having fun and shooting out the occasional press release.

“PR is way more strategic than that. It’s an opportunity to educate,” said Sherry.

Skipper, 27, often reminds aspiring professionals of the hard work that comes with the territory.

“I’ve spoken at some college classes before, and I’ve said, ‘Please understand that being a PR practitioner is not being a party planner,’” said Skipper.

Skipper originally wanted to be a genetic counselor when she enrolled at the University of South Carolina. Instead, her outgoing personality led her to the PR world, which she says isn’t the glamorous, celebrity-filled lifestyle TV shows like PoweR Girls and Sex and the City portrayed it to be. And yes, it’s more than firing out press releases.

“PR does not stand for press release, which is actually a Facebook group I belong to as well,” said Skipper.

Facebook and many other social media tools are constantly changing the way PR practitioners deliver their messages. Cothran said when she first entered the PR field 10 years ago, she was standing at a fax machine faxing press releases to news outlets hoping they’d get picked up on the other end. Today, Cothran uses Twitter to communicate the Banker’s Associations messages.

“Moving from faxing to e-mailing to blogging to using social media networks – it’s changed a lot, but you still have to have the same skill set,” said Cothran. “You have to be a great writer, you have to think on your feet, you still have to answer anyone’s question correctly and accurately the first time. You have to be able to do it all in five minutes flat.”

“I’ve been in PR for a little over six years. When I was growing up, we didn’t have the Internet. That happened while I was in high school,” said Sherry, 30, who knew she was bound for the PR world after interning at a top Atlanta PR firm during her time at Clemson University.

“There’s so much information out there, we have to pitch things differently to get through that clutter,” said Sherry.

“In addition to traditional media, we’ve had to be diligent about monitoring new media and the conversations that are out there, such as influential bloggers and even Twitter users,” said Skipper.

Skipper also points out the changes in the media landscape have led to shrinking newsrooms. With more and more publications undergoing cuts, a reporter Skipper might talk to one month is gone the next, making it harder to build relationships.

Despite an especially chaotic time filled with economic woes, the rapid evolution of media and the increasing importance of social media, all three women continue to successfully serve as voices in the public relations field. They have learned to adapt their methods of delivering messages, allowing them to excel in a demanding field. And they remain optimistic about the future.

Cothran said the past year has been a trial by fire.

“I hope when we get to the other side, people will realize how important this work is,” said Cothran. “I hope they’re saying, ‘Boy, they had it rough, but they handled themselves well.’”