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PRSA Mix & Mingle |
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Networker |
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March 24, 2010 |
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5:30 - 8pm |
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Who says it's all about onl... |
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| NAME: |
Yeleny Suarez |
| TITLE: |
Senior Account Executive |
| COMPANY: |
Everett Clay Associates |
| ADDRESS: |
6161 Blue Lagoon Dr, #270
Miami, FL 33126 |
| PHONE: |
(305) 261-6222 |
| FAX: |
(305) 262-9977 |
| EMAIL: |
ysuarez@evclay.com |
| MEMBER SINCE: |
December 9, 2009 |
PERSONAL
What schools did you attend and what did you major in?
I attended Florida International University and earned a Bachelor of Science in Communication.
Did you always know that you wanted to work in PR? If not, how did you become involved in the PR industry?
No, I learned early on that print journalism was my passion, as a member of the yearbook and newspaper staff in high school. As a journalist, I had considered public relations as a "retirement plan" but the economic downturn quickly changed that.
In early 2008, I was laid off from South Florida CEO Magazine, which folded shortly after. Subsequent to that, a friend in the public relations business, and now my boss, called to pick my brain for an account executive opening at her firm. I recommend myself. The rest is history.
How do you enjoy your free time?
On weekends, I get together with old high school friends for a friendly game of soccer with Miami Premiere Soccer Club an adult league at Palmer Park in South Miami. When I am not on the field, I am at a barbecue with friends or enjoying time with family and my handsome pug Quasimodo.
Are you involved with any organizations that you find fulfilling?
The Femfessionals, a group of professional, successful and ambitious women who meet monthly to network and support each other, has been my best recent discovery yet. The group draws in women from all ages and fields to support and help each other in any way possible.
PROFESSIONAL
What was your first job in the industry?
As mentioned above, my first job in the industry is Everett Clay Associates.
What do you find to be the most exciting aspect of your current position?
I really enjoy crisis management clients. I thrive on the challenge of going head-to-head with the media on getting the facts right while simultaneously rescuing the client's reputation.
What are your major challenges?
Keeping up with technology is most challenging. Technology is essential to every business and each year the list of must join networks gets longer. Last year it was Facebook and LinkedIn now it is Twitter and who knows what is next. It is choosing what new tools are worth learning and what networks are worth keeping up with while still being productive that challenges my everyday work.
What is your proudest achievement in your professional career?
As a freelance writer for The Miami Herald, I worked with low income communities such as Liberty City and Overtown where my coverage made the difference of whether a building would get the needed loan to be built or a much needed face lift. I received a lot of mail and calls following those stories which touched people and changed lives. That experience, knowing your story had a positive impact was very rewarding.
Where do you see the PR industry in 5 years?
The future of public relations is limitless; as technology evolves so does public relations. Society and business are based on the flow of ideas and information, therefore, those agencies that deliver it best-- good communicators-in print, in person, on the phone, and who can change and adapt with technology will succeed.
What is your ultimate career goal?
There is still a lot for me to learn in the public relations field. In the future, I would like to explore the political arena in the area of public relations in the hope of better communicating and interpreting political policies to help the public better understand issues.
Any advice for PRSSA members?
As a former journalist who went over to the "dark side" of professional communications known as "public relations," here where my top three pet peeves when being approached by a public relations associate.
1) Avoid information overload. Keep it short and try to get your five "w" points (who, what, when, where and why) answered in the first few sentences of your release. This is particularly critical today when newsrooms are short staffed and editors are overwhelmed with work.
2) Get your facts straight. Make sure you name the experts you are offering and that the names, dates and information in the release are correct.
3) Know your sources. Don't send a real estate release to a writer whose beat is banking. Do your research so time is not wasted on your end and the writer is not annoyed. |
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