Gorkana Meets...Rebecca Devine

The thing that gets me up in the morning is... Going to work in a company I love with the best team in the business. Also, a double espresso.

What made me want to get into PR was... I started my career as a market research analyst, working closely with PR firms and political consultants to help them understand their target audiences. We’d run the surveys and crunch the numbers, but the agency’s role was to digest that information and craft a campaign that made the data come to life. I quickly realized that I wanted to be on the creative side, leveraging my experience as an analyst to help tell a company’s story.

If I could change one thing about the industry it would be... I’d like our industry to shift the emphasis away from traditional media relations. In today’s digital world, traditional media is just one piece of the overall communications puzzle. With so many publishing and online tools available, we as an industry need to be pushing our clients to be telling their stories directly to target audiences as much as possible. We need to shift toward more content creation, vs. content pitching.

My greatest inspiration is...my daughter.

The three things I demand in my colleagues...

  • A positive, can do attitude. This is critical to fostering a productive, creative work environment
  • Take ownership and pride in your work
  • Attention to detail

The PR figure I most admire is... Well, he’s not a PR figure per se, but Steve Jobs. He was a true innovator who understood implicitly how to create demand around products people never even knew they needed.

I always thought I’d be…a political analyst.

The one website I always check is... WSJ

I’m a closet reader of… The Skimm – it’s a great, witty overview of the day’s news. Us Weekly and Suri’s Burn Book blog are also great distractions.

The most interesting fact about me is...I changed my name to Rebecca when I was four. I met a stewardess named Rebecca, and thought she was the coolest. After that, I insisted people call me Rebecca. People actually did, and I’ve gone by Rebecca ever since!

My most prized possession is…sleep.

The finest moment in my career so far is... Taking the plunge and deciding to launch our own agency. My partner and I started the business seven years ago and we have never regretted the decision.

My most embarrassing moment was... Very early in my career, I had to travel to Germany for business. I took the red eye, with what I thought was ample time to check into my hotel and freshen up before the meeting. Unfortunately, the flight was delayed and my luggage got lost. I had worn sweat pants and a t-shirt on the flight, and there was no time to change or buy a new outfit. I ended up wearing my sweatpants to the meeting, which was especially horrifying when I realized they were all in suits. Now, I never check a bag and always bring a change of clothes with me when I travel.

In five years’ time PR will be... A far more integrated industry focused on measurable data, content strategy and creation. As we embrace new tools and technologies, our role as communicators is going to be inextricably linked to original content and interactive campaigns that drive bottom line results. While there will always be room for the traditional PR “wow” events, we are going to held far more accountable for creating campaigns that truly impact the bottom line and help resolve real business issues.

What I hope to achieve at the 2013 PRSA International Conference... My goal is to learn best practices from around the world on new trends, tools and successes that I can share with my clients and staff. It’s also a wonderful opportunity to connect with some old colleagues!

The thing that gets me up in the morning is... Going to work in a company I love with the best team in the business. Also, a double espresso.

What made me want to get into PR was... I started my career as a market research analyst, working closely with PR firms and political consultants to help them understand their target audiences. We’d run the surveys and crunch the numbers, but the agency’s role was to digest that information and craft a campaign that made the data come to life. I quickly realized that I wanted to be on the creative side, leveraging my experience as an analyst to help tell a company’s story.

If I could change one thing about the industry it would be... I’d like our industry to shift the emphasis away from traditional media relations. In today’s digital world, traditional media is just one piece of the overall communications puzzle. With so many publishing and online tools available, we as an industry need to be pushing our clients to be telling their stories directly to target audiences as much as possible. We need to shift toward more content creation, vs. content pitching.

My greatest inspiration is...my daughter.

The three things I demand in my colleagues...

  • A positive, can do attitude. This is critical to fostering a productive, creative work environment

  • Take ownership and pride in your work

  • Attention to detail

The PR figure I most admire is... Well, he’s not a PR figure per se, but Steve Jobs. He was a true innovator who understood implicitly how to create demand around products people never even knew they needed.

I always thought I’d be…a political analyst.

The one website I always check is... WSJ

I’m a closet reader of… The Skimm – it’s a great, witty overview of the day’s news. Us Weekly and Suri’s Burn Book blog are also great distractions.

The most interesting fact about me is...I changed my name to Rebecca when I was four. I met a stewardess named Rebecca, and thought she was the coolest. After that, I insisted people call me Rebecca. People actually did, and I’ve gone by Rebecca ever since!

My most prized possession is…sleep.

The finest moment in my career so far is... Taking the plunge and deciding to launch our own agency. My partner and I started the business seven years ago and we have never regretted the decision.

My most embarrassing moment was... Very early in my career, I had to travel to Germany for business. I took the red eye, with what I thought was ample time to check into my hotel and freshen up before the meeting. Unfortunately, the flight was delayed and my luggage got lost. I had worn sweat pants and a t-shirt on the flight, and there was no time to change or buy a new outfit. I ended up wearing my sweatpants to the meeting, which was especially horrifying when I realized they were all in suits. Now, I never check a bag and always bring a change of clothes will me when I travel.

In five years’ time PR will be... A far more integrated industry focused on measurable data, content strategy and creation. As we embrace new tools and technologies, our role as communicators is going to be inextricably linked to original content and interactive campaigns that drive bottom line results. While there will always be room for the traditional PR “wow” events, we are going to held far more accountable for creating campaigns that truly impact the bottom line and help resolve real business issues.

What I hope to achieve at the 2013 PRSA International Conference... My goal is to learn best practices from around the world on new trends, tools and successes that I can share with my clients and staff. It’s also a wonderful opportunity to connect with some old colleagues!

- See more at: http://www.gorkana.us/news/all/gorkana-meets/gorkana-meetsrebecca-devine/#sthash.5V7g0KOb.dpuf

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