Behind the Headlines with…Flavia Vigio

Flavia Vigio, Executive Director at GolinHarris, on the concept of Trust Bank, creating a Latin America network and an exotic Russian blogger.



My ideal day is… As simple as possible, always looking for balance. I hope I can run or swim or bike, eat yogurt, learn something new, be with people I really like, and accomplish something meaningful before 5 p.m. Then maybe top it off with a home-cooked dinner with my family, Plato, Leonardo Da Vinci and Steve Jobs. That simple.

What made me want to get into PR was… The possibility of transforming words into action. I really love nouns. But I love it when I see real, effective verbs!

My colleagues would say I’m… Tall. They say I’m tall.

Five words that would describe me… Every adjective can be good or bad – it’s all about perspective. I tried to use the ones I’ve actually heard about me, then: Practical, Traveler, Creative, Exigent, Introvert. I’m also tall, you know.

The PR figure I most admire is… Are you kidding? Of course that’s Al Golin! He’s absolutely genius and a visionary. He invented the concept of Trust Bank – the concept that businesses should make regular "deposits" of time and resources to give back to the community – which has helped the most respected global brands become so. It’s such a big honor to have his name on my email address! I must have some positive karma – or else I’m owing a lot to my Trust Bank…

I always thought I’d be… Able to teleport, by now.

I’m at my best when I’m… Around good people. There’s no possibility of doing good PR if you don’t surround yourself with people who know their craft more than you do.

My most prized possession is… I don’t have any. It’s all borrowed.

I’m a closet reader of… Dictionaries, Thesaurus and I’m so happy when I can understand a word I’ve never heard before just by understanding its origins!

You don’t want to be around me when… Oh, you really don’t want to be near me when I’m sleepy. I don’t need too many hours, but let’s just make sure I either slept enough or am excited enough about what I’m doing.

The most interesting fact about me is… I pick up languages like I pick up music. Some people can code, some people can beatbox, some people can build a Large Hadron Collider; I can pick up languages and verbal patterns.

If it wasn’t for… Cocoa, we wouldn’t have #darkchocolate.

My favorite PR moment was… When the job seemed so natural nobody felt it was PR. I think brands are built from the experience each consumer has with them, every time, and not from the quantity of business transactions.

My relationship with journalists is… Intrinsic. I am a journalist, first and foremost.

My next vacation will be in… I have no idea. I’m starting something new and exciting at GolinHarris, and having so much fun that I’m not thinking about vacations. I would like to go to outer space, someday (and come back safely, too!).

What would you like to do more in PR? I am excited to be able to start working with The Bridge, GolinHarris’ innovative way of seizing storytelling opportunities in real time, by engaging influencers and customers while creating content that shapes news and conversations.

What one thing do you want to accomplish by end of 2014? We have created a Latin America network at GolinHarris, and we are working hard to establish this as the best agency network in the region. With such talented people and great clients, I am sure we’ll do that before the end of the year. I always say the prize for good work is more work!

What do you hope will happen today? I ran a half marathon, yesterday, so I’m fine with the exercise. But I haven’t eaten my yogurt, yet… So, you tell me…

We have an unusual name. What do you think Gorkana means? Initially I thought this was an exotic Russian blogger asking me some funny questions. Then I thought it could be an acronym. Then, of course, I looked it up. The real story is a million times better; I loved reading about it!

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