PR Interview

Yesterday, I had the pleasure of interviewing Shannon Kalvig. Shannon is a PR professional that is actually self employed in Consumer Public Relations. Shannon lives in Los Angeles, California and has owned her Public Relations company since May of 2006.

Following is our interview in question/answer format.n1039919563_8579


What is a typical week like for you?

  • There is no typical week. It is always changing. It is a combination of being proactive and staying positive. It can range from pitching to the media, looking ahead at the calendar, and making sure everything is aligned to where we want to be in the future. In July, I may be speaking about things going on during Christmas, as well as the next summer.

What is a project you have worked on that you are especially proud of?

  • I worked with Intel developing a campaign that targeted women’s publications. We created a message that Intel technology is smaller and quicker. We related it to fashion such as the lap top bags and cell phone bags that designers are creating. Technology is really the driving factor in fashion. The campaign was a success and we received a write up in Women’s Wear Daily.

How important is writing in your career?

  • Very important. Today, I have been working on multiple writing materials. It is one of the top requirements. Being clear and concise is a big part of the job.

What three tips would you offer someone just starting on in PR?

  1. Pay attention to details.
  2. Never lie. Maintain integrity. Be honest.
  3. Be kind. The first thing I do at any event is meet the staff.

What do you do to keep current in the PR industry?

  • I stay on top of what the media is currently writing about. I always keep different magazines on hand. I have a twitter account, I don’t twitter so much myself, but I use it to keep up with blogs and get a quick glimpse of what people are writing about. I also watch Record World News daily.

What do you wish you would have known before starting your career in PR?

  • I wish I would have taken more time to do an internship and thought out if this was truly the path I wanted to go down.

What made you change from just event planning to PR?

  • I had the opportunity. I wanted to see what it was like and I knew I could do it. Event planning within PR is a gray area. I like the details and putting everything together within event planning.

What would you recommend to someone apply for an entry level job in PR?

  • Be very enthusiastic. You have to be very fluid, your entire day could be up in the air in a split second. You have to adapt, it is a very fast paced job. Know your current events and check the website for that industry. Take that extra step after an interview and be creative.

I really enjoyed Shannon’s fresh perspective on PR and event planning. As a graduating senior, it is always nice to hear from a PR professional in order to learn better ways in succeeding in the PR world.


November 3, 2009. PR Practicum.

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