WELCOME 2: TWENTITY.COM ~ The Home for Twentysomethings

Stepping Up The Game - 3-14-07

”If you have to support yourself, you had bloody well better find some way that is going to be interesting.”– Katherine Hepburn (one of my idols)

Name: Tara Renee Settembre

Age: 24

Occupation: Account Manager, Public Relations and Blogger

Where do you work? Fusion Pubic Relations, Los Angeles, CA

Where are you from? New York

Why did you pick this career?
I actually started out in journalism, as is my master's degree, but I liked the process of PR and the employment opportunities that the field offered. When I was a correspondent at a daily newspaper in Connecticut I'd often get pitched by PR representatives and even worked with them on several different stories. That is when I originally became interested in PR. It also gives me the chance toenhance my writing and creative skills and I'm always learning new things from my clients, especially in the area of technology, which I'd never been exposed to otherwise.

What are your future plans for your career?
To continue to take charge on accounts and lead my own and eventually become a senior account manager or do more freelancing PR for people. I’d also like to broaden the types of clients that I have, which are all tech clients and encompass more consumer faced companies or ones in different industries than my current clients, because with each new industry are new publications and new tactics to read up on and learn.

How did you get involved in this career?
I started as an intern while going for my master's degree full-time. I had already worked for three years in the summers and during my college breaks as a features and city desk reporter and correspondent, but I wanted to try something different. I applied for an internship not sure if I'd like it or how long I'd stay with the program, but I liked the corporate atmosphere and eventually I climbed the ranks and learned PR on the go in a sort of sink or swim way.

Did you go to college? What did you study?
Yes, I went to Wheaton College in Massachusetts majoring in English for my bachelor's degree and attended NYU Graduate School of Journalism & Communications for my master's degree.

How did you prepare yourself for this career?
PR wasn’t my initial choice when in school, but I always pursed a career in writing, taking technical writing and communications classes in college and earning my master's degree in Journalism & Communications. I didn't rely solely on education though, and sought freelance writing work online and regular internships as a reporter for several years learning hands-on writing tips and media ethics. Now thanks to these experiences I'm a better equipped PR professional having been on both sides of the media spectrum. I now can rely not only on my writing background, but my knowledge of creating stories from start to finish when speaking with reporters and helping them with their articles while also trying to get my client's coverage. I also like to think that my past experience as a journalist helped me discover what makes a good story and what doesn't, which I then impart to my client when reaching out to the media and consumers.

And if you just happened to land in this career what made you stay?

I stayed because I was continually being challenged and with each new job title came more challenges and learning experiences that made me hungry to reach the next level.

What are the downsides to this profession?
I miss writing about things that I am passionate about, which is why I have my blog, When Tara Met Blog ( www.tarametblog.com) to quench that need. My site was featured in The New York Times and keeps me writing on a daily basis and charges my creative juices. It also helps me learn more and more about the blogging world which is now changing and effecting the PR profession. I'm often looked upon at my company as the resident blogging expert and am able to offer blogging/web 2.0o insight to my coworkers and clients.

What is a typical workday for you?
My typical workday consists of meeting with each of my clients over the phone and discussing the current action items that we are imparting to get them better exposure and to hear what is going on with their company. I'll often draft a new press release for approvals, brainstorm new angles for my client and creating pitches to go to the media with. I'll also look for speaking opportunities, awards and tradeshows that would be applicable for my clients and draft the submission process. To stay abreast of the latest information I'll read blogs and newspapers relevant to my client while reading for new ideas to get my client into those articles.

How might this job be a stepping stone to other professions?
Once you know the basic fundamentals of Public Relations and have developed a solid foundation you can then apply that knowledge to any communications career really, whether it be on the agency or client side or freelance.

What is the single-most important piece of advice you can offer a personpursuing this career?
Make sure your comfortable with both sales and communications, since PR is a combination of both.

What steps do you recommend to someone who is planning to pursue this career?
It might seem lowly but interning is the best way to see if you enjoy this field. I started as an intern and went up four different titles since, while other interns who started with me decided it wasn't for them. It's the best way to find out and to learn how the job works from many different mentors and on different accounts.

What professional or community volunteer organizations are you currently a member of? One Voice Holiday Drive, Glam.com Network Bloggers and Media Bistro.

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