PR Interview conclusion

PR executive interview continued...

Q: What do you enjoy most about your job?

A: The people and the work we do. We have developed some exceptional, award-winning programs for our various brands and I still get excited every time I see coverage in the paper, online, or on broadcast. We have a great group of people and this is a fun place to work, but at the end of the day, we are all serious about our results. I like being an integrated part of brand plan developments and to be able to provide strategic guidance to our teams and our leaders.

Q: Who have you worked for prior to Cadbury?

A: I worked for Kraft Canada for almost 4 years. Before that I was at Cohn & Wolfe for a year and then before that I worked at Faye Clack Marketing and Communications (a small agency specializing in food and fresh produce) for 3 years.

Q: Have you been involved with any events?- which ones?

A: Absolutely. We have developed many award-winning (national and international) programs/events including:

- The Trident Splash National Cannonball Championship (2005 - 2009)

- The Cadbury Chocolate Couture Fashion Show ( 2005 - 2008)

- The Stride Guys Ridiculously Long Lasting Road Trip (2008)

- Celebrating 100 years of chocolate making in Canada -- 100,000 bar giveaway

Q: What has been your biggest success in the public relations field so far?

A: I think my biggest success is moving from a PR professional to becoming a communications generalist. I have experience and knowledge in PR, internal communications, organizational development, change management, crisis, issues, incidents (recalls, fires, etc), CSR, community and charitable giving. I have worked hard to get where I am now and my biggest success is being valued and being listened to. I have a seat at the table with our leaders and our brands, and being a valuable part of the team and the company is my proudest moment.

That, and being part of our biggest PR program in my history, the Trident Splash National Cannonball Championship -- which recently won an international IABC award for the Best of the Best!

Q: How has PR changed since you started?

A: The biggest difference is how we need to communicate with people. Traditional media outlets are no longer sufficient. We need to be part of the online conversation and how we get there is challenging and must be seen as "organic and authentic". Today's consumers are very marketing savvy and traditional methods no longer apply; they know when they are being pushed down with marketing speak and programs, and we need to be able to speak in their language and on their terms. Social media is a challenge for all of us. Many companies/people are doing social media but many are not doing it well.

Q: How have these changes made you change?

A: Social media has made us all change. For me personally, I am investing dollars and time to get more ahead of social media and determine the best ways to use it for our company and our brands. This is a new learning for all of us, but I believe social media should be owned by PR/communications because social media is PR at its most basic level -- direct communications with the public. At Cadbury, we are leveraging our knowledge and experience to drive social media and to own the content, not necessarily the technology behind the tool.

Q: Do you belong to any professional associations? - benefits?

A: IABC and CPRS. It's good to know what other professionals are doing and occasionally, I take advantage of some of the webinars, meet and greets, and special events. It's good to keep your hand on the pulse.

Q: Do you use social media in your job?

A: Yes. In fact, a few years ago our Company realized that social media was an important part of the marketing mix, and how people communicate with their family and friends, and removed blocks on them. As a company, we are trying to do more with social media.

Hope you enjoyed reading the interview. It's by talking to those who have been there that we learn and I believe that doing the executive biographies are a great way of learning from some of the best in our field, as well as, a great networking tool.