When I decided to revamp my blog with a new name, location and n’at (a Pittsburgh word, which really means to this Jersey girl, “Oh God, I’m becoming one of them”), I wanted to focus on having a conversation with others.
In light of that aspiration, I’d like to introduce the very first interview in the “Talkback” series, which will feature thoughts from people connected to PR. Whether it’s students, recent graduates or seasoned professionals, the point is to get people talking. Most importantly, the overall goal is to encourage thoughtful discussion about issues and trends that professionals face every day.
Zackery Moore has been kind enough to take part in this new venture as the first interview. We actually met on Myspace what seems like many moons ago through a PR networking group.
Zack is a senior at the University of Alabama at Birmingham where he is finishing his degree in Mass Communications with a concentration in PR. His passions include media, freelancing, reading, networking, writing and social drinking (just to take the edge off). You can read his blog at http://zmpr.blogspot.com or follow him on Twitter at @zakmo.
Why did you decide to major in PR?
Writing, unlimited opportunities for creativity, working with the media … I could go on, but most of all I love the variety of work PR offers to practitioners. There are few industries that can play the kind of role that PR does while maintaining versatility. Early on, I decided I wanted to work in the media and I almost went into journalism. I chose PR after making a list of pro’s and con’s. The deciding pro for PR was the salary, but since beginning my PR career I can’t imagine doing anything else. Recently my professor said, “…..you are like a tuning fork in pitch with PR.”
What kind of coursework is your school’s program offering that has been beneficial thus far or you think will be beneficial to you as you embark on your career?
I proudly go to the University of Alabama at Birmingham. GO BLAZERS!!! One of our brochures says that our communications program is one of the top 20 in the nation; our program director (Dr. John Wittig) is infamous for his impossibly high expectations, his ability to tactlessly push students to the edge of our sanity and his record for creating great PR professionals. UAB graduates of the PR program are called “Wittig Survivors” and the upperclassmen have created a booklet called “The Wittig Survival Guide” for the students entering the program. I stubbornly resist the truth that his “aggressive” teaching style has benefited me as a student, PR professional and person. We’ve butted heads before. Since I want to focus on the writing part of my PR career, I’ve taken a variety of professional writing courses to improve my “skillz” in addition to the classes required in our program.
What are you currently doing to help shape your career and gain experience?
I’m not an especially patient person and so I haven’t waited to finish my degree to start looking for career leads in PR. My freshman year of college I contacted a PR prof (I contacted an agency in high school, but they never got back with me) named Kelly Marshall who let me be her intern. She had a full time job and worked side projects, so when a new theater group approached her about handling their PR, and with no extra time to spare, she passed it on to me. MUSE OF FIRE: Shakespeare at Sloss started my freelancing career. Since then I’ve worked with another theater group, consulted briefly with the March of Dimes, coordinated Hospitality for a local film festival, held a position as an account executive at a boutique firm that sadly split apart, was the press person for a candidate running for the US Congress and just recently finished a project as a street team coordinator for another film festival. I’m about to begin street team work with Broadway Across America – Birmingham for their upcoming season. As a non-degree holding “pre-professional” I don’t charge as much as someone with a degree and sometimes I work pro bono for the experience and joy I get from the projects I do.
What area of PR/industry are you interested in making your career?
I want to be my own boss! One day I plan on opening a boutique agency with a variety of clients in the arts, fashion, entertainment and hospitality industries performing media relations, copywriting and hospitality/street team/ volunteer coordinating. I also plan to have some “salary paying clients” and one of my goals is to have AT&T on my list. I’m zeroing in and aiming high. I hate the typical “office” dress code, so I’m going enforce a strict STYLE code.
What do you think is key to have a successful career in PR?
You can’t be afraid to just do it. I was so afraid the first time I picked up a phone to pitch a feature to an editor. But, I just did it and since then it has gotten easier and easier. I still get nervous, and sometimes put it off until there is nothing else to do when I’m performing media work for a client, but it’s awesome to see the results of a successful pitch in the media!
How do you stay current with the latest industry news and trends?
My Google Reader. I have everything from freelance to celebrity gossip blogs on my list, but I love reading blogs like The Social Path by copywriter/ social media extraordinaire David Griner. I read everything from AdAge to the Bad Pitch Blog, plus (the King of Self-Promotion) Peter Shankman’s blog, whom I hate to love. I also subscribe to the e-newsletters from Bull Dog Reporter to keep up with what’s going on in media and PR.
If you could change anything about the industry, it would …
be bad pitchers. If fewer people did it wrong, pitching would be so much easier for the rest of us.
How beneficial do you find your membership with PRSSA and other student organizations? What opportunities have they afforded you?
Not as beneficial as I hoped when joining. It’s been a great experience and I’ve held a VP position within my school’s chapter, but I’ve done more, better quality networking with other organizations and volunteering. My fellow students have limited their networking to the PRSSA while I’ve considered building relationships with media and other communications professionals, and I think that has limited the types of people they could be meeting.
What piece of advice would you give to your fellow students?
Don’t wait.
Sound advice, Zack. Many thanks once again for taking the time to talk back.
P.S. Zack says: If you know someone looking for an amazing PR person with three years of experience in media relations, volunteer/street team coordinating and hospitality, send him a tweet.
Would you like to be featured in the “Talkback” series? Have a question you’d like answered in a future “Talkback” post? Throw me a line!
