George Bernard Shaw might have said "youth is wasted on the young," but he certainly never met any of these 15 indefatigable and irrepressible up-and-coming PR professionals.
Exuding a wisdom beyond their years, they all share a dedicated work ethic and a keen understanding of the nuances of the profession. Proving that outstanding performance trumps
age, we are pleased to celebrate our "15 to Watch" PR pros.
Jim Billimoria - Director of Communications, House Committee on Ways & Means
*Age: 28
Being a communications director for first-term congressman Tom Price (R-GA)) and for the 17-member House Committee on Ways and Means poses a unique set of challenges, but Jim
Billimoria has found a formula that not only works efficiently but also raises the profile for everyone he works for. Using a blend of traditional media skills and social media
tools, Billimoria has set himself apart from the pack on Capitol Hill while successfully navigating the often treacherous waters of D.C. politics.
Groundbreaking Initiative
"Establishing a freshman member of Congress from a top 10 media market is very much like brand management for a product." Billimoria says. "This was not only the greatest
challenge, but also provided for great opportunities. To distinguish your boss among 434 other members of Congress took traditional media components but also new tools and
technologies that pushed the envelope at the time."
Talkin' 'Bout My Generation
"With press strategies and tactics now having to account for new technologies, and the changing way information is acquired and disseminated, managers are giving those who
embrace these opportunities increasing autonomy and responsibility in their positions. It's encouraging to see that managers are recognizing the fact that people acquire their
information in many different ways and are giving latitude to those with the best ideas."
Rewards and Drawbacks
"The fast-paced nature of press on Capitol Hill requires you not only to understand numerous local and national topics but be able to sell that information in a way that can be
understood by all constituencies. Also, the results of your work can be seen instantaneously thanks to the 24-hour news cycle.
The most challenging thing: It can take time to learn your principal's voice, and in this environment time is often in short supply."
Kristin Binns - Staff Vice President of Corporate Communications, WellPoint Inc.
*Age: 27
As staff VP of corporate communications for WellPoint Inc., a U.S.-based health insurance company, Kristin Binns brings a fresh approach to a field in which damage control is
often the central strategy. Her efforts promoting WellPoint's programs, such as the Safety Sentinel partnership with the FDA, which monitors pharmaceuticals after approval,
reflects her understanding of the intricacies of both corporate communications and a $60 billion enterprise.
Playing a Part
"The most rewarding thing about public relations is knowing you've contributed to the bottom line," Binns says. "The healthcare industry is a great example. Consumers hear
about the latest technology available in cardiac imaging from their local news and start asking the doctors where they can access it. There's a misconception that public relations
can't be measured or doesn't directly contribute to revenue and sales. But educating consumers and spreading information that drives demand is public relations."
Most Compelling Campaign
"During my time at GE Healthcare, the company released a new cardiovascular computed tomography tool, the LightSpeed VCT. Although publicity expectations for the product
originally did not go beyond niche business-to-business and trade publications, the PR team set more expansive priorities, securing placements in The New York Times, The Wall
Street Journal, The Oprah Winfrey Show, The Today Show and the cover of Time."
Google Rules
"Google is a staple. I live by Google Alerts. It's important as a public relations professional to be on top of just about everything."
Bonin Bough - Global Director of Social Media, PepsiCo
*Age: 30
His tender years notwithstanding, with more than 10 years of experience in social media, Bonin Bough has become a bona fide expert in an field that is growing exponentially.
Asked two years ago to launch Weber Shandwick's global digital practice, Bough transformed the agency's former Web relations team into a digital practice under the branded name of
Screengrab. Under his leadership both clients and agency experienced increased revenue. Bough's work has been so impressive that recently he was tapped by PepsiCo to become its
new global director of social media following a highly competitive search.
Stellar Innovator
At Weber Shandwick, Bough launched a global social media listening product entitled Radian6 across both the agency and the agency's parent company, Interpublic Group. The tool
allows clients and the agency's teams to understand and leverage online conversations. Radian6 has since been recognized as one of the leading products of its kind for the
industry.
Digital Prodigy
Prior to joining Weber Shandwick, Bough was the youngest senior vice president at Ruder Finn; he also founded one of the hottest boutique interactive PR shops, Ruder Finn
Interactive. At 23, Bough began teaching digital courses at NYU's graduate program in publishing studies. He also developed the technology curriculum for New York City's
alternative education schools to help high school students gain a competitive edge for future jobs in this space.
Budding Entrepreneur
Two years after getting his first computer at 10 years old, Bough founded and edited a youth entertainment magazine called WHAT! (Washington Heights Action Teens), which
was distributed throughout New York City and led to his becoming the youngest person to ever appear before the New York State Board of Regents.
Tracy Calabrese - Senior Account Executive, MWW Group Inc.
*Age: 26
In a mere four years, Tracy Calabrese has catapulted from MWW Group intern to senior account executive, a quick rise reflective of her passion for PR. After relocating in 2006
from the agency's headquarters in East Rutherford, N.J., to Dallas, Calabrese helped establish MWW's presence in the Southwest. She also manages top accounts, which include
Samsung Telecommunications America, proving again that when drive and talent are involved, age is not a barrier for succeeding in PR.
Professional Turning Point
"It was only a few months after I started working on the Samsung Mobile account at MWW Group that they launched the Samsung BlackJack, one of Samsung's best-selling
smartphones to date," Calabrese says. "Working collaboratively with Cingular Wireless, now AT&T, and Microsoft, their respective PR agencies, as well as event planning firm
BNC, we executed a multi-tiered launch campaign. In addition, the Samsung strategic marketing division began a week-long promotion with The Jimmy Kimmel Show, which gave
away BlackJacks to the audience the first night and featured skits with the device each night thereafter."
Pros & Cons
"The most rewarding part of my job is seeing a program start with a basic idea and evolve into a full campaign.
"The one thing I find most difficult is how things can change so quickly. You work toward a goal and then something happens that throws a wrench in your plans. It can be
frustrating, but in such a fast-paced environment, there is always something else to work on."
Sandra Fine - Senior Account Executive, rbb Public Relations
*Age: 28
Sandra Fine's strategic approach and client-friendly insight at rbb Public Relations have resulted in low employee attrition, high productivity and prestigious industry laurels
for campaigns she's steered. Fine has also implemented a mentoring program, in which interns and recent college grads receive a thorough orientation in an area of public relations
(i.e. business development, media relations, etc.) from a staffer expertly versed in that specialty. A public relations major at the University of Florida, Fine says she has
always known what she wanted to do professionally and, once embarking on that career, has never looked back.
Braving the Storm--Literally
"A defining moment in my life was the destruction of my home and displacement of my family as a result of Hurricane Andrew," Fine says. "It's no coincidence that 15 years
later, my most successful, award-winning work has been on storm-related programs--rbb won a Silver Anvil and an Award of Excellence for a campaign to provide free TracFone
Wireless phones and minutes to Hurricane Katrina evacuees. We exceeded FCC expectations on number of phones delivered through temporary storefronts, a traveling road tour and
events with elected officials. It felt great to come full circle and give back to a cause so close to my heart."
The Metrics Conundrum
"Public relations can be so tough to measure. As professionals, we should continue to come up with ways to merchandise the work we do, and make sure it's going up the ladder to
C-level executives. We should think beyond advertising equivalencies and media impressions."
Rachel Foltz - Director, External Relations, Ogilvy Public Relations Worldwide
*Age: 27
Whether it's smoothing the ruffled feathers of deadline-crazed journalists or serving as the youngest member ever of Ogilvy PR's global management committee, Foltz has parlayed
her innate diplomacy and troubleshooting skills into a high-octane career--and in an astonishingly brief time span (five years). Her tireless efforts on behalf of Ogilvy PR
executives and campaigns have led to numerous placements in top-tier media outlets, such as The New York Times, Washington Post, Fast Company and U.S. News and World
Report.
Stepping Up to the Plate
"Most defining campaign was when I was asked to step in to manage an event for Ogilvy's parent company, WPP, after it acquired several new firms," she says. "While I served as
a representative of the larger holding company, it was then I realized the amount of pride I had in Ogilvy PR, the brand and our people. This got me interested in actually working
on behalf of the agency's communications."
BlackBerry Addict
"Aside from my BlackBerry, which I can't live without, I really find wikis and other sharing sites incredibly valuable, especially when working with international colleagues.
And while we are using social media tools like Flickr, Twitter and Facebook more and more, I still value the face-to-face meeting or phone call with my supervisors or team."
Spanning the Globe
"I can honestly say the most rewarding part about my job is working with Ogilvy's senior leaders from around the world. Each of them has taught me incredible business and life
lessons and involve me in various aspects of their roles, which I truly appreciate."
Christopher Fuller - PR Manager, Pizza Hut
*Age: 31
After hearing how Detroits Lions wide receiver Roy Williams received flak in the press for not tipping his pizza delivery drivers, Pizza Hut's Christopher Fuller got a clever
idea: Why not arrange for Williams to mend his transgressive ways by walking in the shoes of one of Pizza Hut's delivery drivers for a day? Williams agreed to the offer,
generating priceless photo ops and press coverage by outlets such as ESPN. This creativity is a stock-in-trade for Fuller, who has been a tireless leader behind the scenes,
guiding the Pizza Hut franchisees nationwide as they navigate the complex media nuances in their local markets.
Beltway Baptism
"Less than one year out of college, I was working on Capitol Hill as a press secretary for a Texas congressman, Mac Thornberry, who introduced a Homeland Security Bill more
than six months before 9/11," Fuller says. " His wisdom and foresight in recognizing the need for change in the way we secure our homeland quickly catapulted him into the national
limelight. While my experience was limited, I was suddenly handling calls from high-profile reporters including David S. Broder at The Washington Post. Also, when the
congressman's bill was reintroduced I coordinated a joint press conference with Sen. Joseph Lieberman, which was heavily attended by national media. It was a make-or-break
experience for me and, while trying, it gave me confidence to know that I could achieve in this industry."
Family Values
"I'm a firm believer in full dedication to work while I'm there and full dedication to my family when it's their time. That means that I value a flexible work schedule and an
understanding from my managers that occasionally I may opt for a work-from-home day or need to leave early to attend a family event. I'm very fortunate to work for a company that
values and encourages this work ethic."
Jessica Lange - Account Executive, Microsoft Game Studios, Edelman Worldwide PR
*Age: 24
Since joining Edelman in spring 2007, Jessica Lange has become a supernova in an intensely competitive industry. Having jumped from intern to account executive on the Microsoft
Game Studios team in a year, Lange's highest profile projects to date have been the much-heralded Halo 3 launch and the urban outreach program for Xbox 360, which culminated in
extensive media coverage of the "Limited Edition Grand Theft Auto" console. When not clocking in hours at her pressure-cooker job, Lange, a graduate of University of North
Carolina/Chapel Hill's PR program, volunteers for The Trevor Project, a suicide/crisis hotline for gay youth.
A Good Team Is the Best Resource
"I am constantly using my Xbox teammates as resources to help brainstorm new and exciting tactics, create messaging, integrate campaign efforts and provide insight for media
outreach," Lange says. "Digital tools that track coverage and create media lists are helpful, but if I don't know how to do something, someone on my team does, and there is no
digital resource that could replace that kind of group expertise."
Merit Trumps Youth
"I hear a lot about Gen Y being self-important brats in the workforce with an unfounded sense of entitlement, but anyone who steps into this industry with that attitude will
get a reality check pretty quickly. You sink or swim based on your own merit. This job is too competitive to stand around waiting for applause; you have to be constantly proving
that you deserve to be where you are. Some people might find that unhealthy, but I know my managers wouldn't expect anything less, and neither would I."
Nicole Messier - Account Director, SHIFT Communications
*Age: 28
"Who should we get to prep Al Gore for his speaking engagement at the RSA Conference?" "Give that one to Nicole." "What about handling press and the
Secret Service for Homeland Security Secretary Michael Chertoff?" "Hmmm...how about Nicole?"
Jackie of All Trades
That's one of costs (benefits?) of being able to take on big jobs and making people forget about your youth: The big jobs always seem to fall on you. Not that Messier
complains--it's just the way things have turned out for the six-year PR pro. After joining SHIFT in November 2007, she's advanced to the point where she's leading a team of 10 PR
pros and has, according to Cathy Summers, VP of account services at SHIFT, tripled her account base. Messier's team took on new client Goodmail Systems in February 2008, and after
learning in May that the company was getting a new CEO and client contact, they got to work, securing 33 briefings resulting in 60 pieces of coverage in outlets such as CBS News,
Washington Post, San Francisco Chronicle and the New York Times. Speaking of branding, Goodmail Systems branded Messier one of the best three PR people
they've ever worked with.
Networking With Bigwigs
For the 2008 RSA information security conference, Messier and her team helped secure and track 283 pieces of coverage, a 51% increase compared with the coverage of the 2007
conference. She also helped the conference reach out to the blogging community by granting press credentials to bloggers and issuing RSA Conference "Blogger Badges" for use on the
accredited blogs. Beyond that, she had to meet with Gore at SFO Airport and brief him, and deal with Chertoff and the Secret Service. And there was one more item to manage at the
conference--the bomb-sniffing dogs. Guess who they gave that job to.
Erin Naman - PR Project Manager, TNT & TBS
*Age: 28
As PR leader at two well-established cable networks, TNT and TBS, Erin Naman's work gets laid out in public for all to see. She led publicity campaigns for the launch of the
second seasons of Saving Grace and The Bill Engvall Show, and managed 216 Emmy Award submissions. For the Saving Grace launch, Naman came up with creative
ways to put the time-strapped star Holly Hunter to work promoting the show, such as tying in publicity for Saving Grace with the star's appearance in May on Hollywood
Blvd., where she received a star on the Walk of Fame. Naman and her team weren't limited to the ways of old Hollywood, though: They also reached out to women bloggers to generate
word of mouth for Saving Grace, and arranged to have the show be a co-sponsor of the BlogHer Conference.
Career-Defining Three-Hour Tour
"Believe it or not, one career-defining campaign was The Real Gilligan's Island, a reality competition show that pitted one cast of nostalgic sitcom act-a-likes against
another," Naman says. "I worked under a great mentor and made a lot of 'growth mistakes' that I still reflect on today."
Most Important Resources
"I have no idea what people did before computers, e-mail or the Internet. The only thing more valuable would be the knowledge I learn from my boss by watching, listening,
consulting and collaborating with her on a daily basis."
Gratification From Grace
"I like working on campaigns that have further commentary than just the pure entertainment factor, [such as the one for Saving Grace]. It is inspirational to see a free-
spirited, strong-willed woman on television. The press has embraced that aspect of the show, and it is reflected in viewer feedback as well."
Margie Maddux Newman - Principal, Hall Strategies
*Age: 29
Margie Newman's PR shop, Hall Strategies, is a modest one, but her PR skills are anything but. Like a battle-scarred veteran, she works with traditional media, honing
relationships with reporters and spreading the gospel about the power of social media. Her advocacy work on behalf of the "Smoke Free Tennessee" campaign, which included hosting
rallies, crafting campaign messages and promoting a letter-writing campaign, helped ease passage of anti-smoking legislation in a state that ranks third nationally in tobacco
production. And for the Southern Festival of Books she created a Twitter account and a Facebook fan page.
The Book on Newman
"I'm not sure I'll ever top my role as communications director on Tennessee Gov. Phil Bredesen's Books from Birth Foundation team that took Dolly Parton's Imagination Library
statewide," Newman says. "A staff of four grew the nonprofit from the ground up; 24 months later, the program was flourishing in all 95 counties. Since then, more than 4.9 million
Imagination Library books have been delivered to Tennessee's children."
Don't Take Away My...
"...Gootodo electronic to-do list and Google Reader. I'm a big believer in David Allen's 'Getting Things Done' approach to productivity, so having one list and one place to
gather news, Google Alerts and blog posts is a priority, if not an addiction. My enthusiasm for new media is often problematic because although the firm appreciates strategic
technology applications, getting current and potential clients up to that same comfort level can be quite a challenge."
Sound of Nashville
"I live in the heart of downtown Nashville, so my front yard is the Country Music Hall of Fame; my ambient sound is songwriters playing the honky-tonks. And my desire for
hockey is fulfilled about 300 feet from my front door."
Sunok Pak - Supervisor, Hill & Knowlton New York
*Age: 26
Never mind that Sunok Pak was born a year into Ronald Reagan's first term as president--at Hill & Knowlton's San Francisco office she's already leading campaigns for
clients Qualcomm MEMS Technologies, THX, Project Better Place and eBay. She's developed one-on-one relationships with clients' senior management to make things happen fast--a
necessity for her office's technology roster. Among her triumphs, she helped eBay launch its online classifieds business--long the domain of Craigslist--and scored stand-alone
coverage of the service, Kijiji, in last year's New Year's Eve edition of the New York Times.
Cracking Craigslist
"Microsoft tried. Google tried," the Times piece leads off. "Now it's eBay's turn to see if it can dethrone the Web's most spectacularly successful underdog, Craigslist.
The Kijiji unit of eBay, a free classified ads service covering 13 countries online, was introduced in the United States in late June, and has already achieved modest success," it
continues. Now that's placement.
Spanning the Globe
After helping Hill & Knowlton win the Qualcomm account, Pak took the account worldwide by expanding the partnership to include H&K's U.K. and Beijing offices, for which
she led the launch of Qualcomm MEMS color displays.
Tim Paynter - Communications and Marketing Project Manager, Northrop Grumman Corp.
*Age: 30
Earlier this year, Northrop Grumman caught defense industry analysts by surprise when it won a $35 billion defense contract to produce air-refueling tankers for the U.S. Air
Force, beating out rival Boeing. When the controversial news broke, Northrop Grumman's go-to spokesperson was Tim Paynter, who offered such choice quotes to Florida Today
as, "We didn't consider it an upset, in terms of our aircraft...it was an upset in terms of unseating the incumbent."
Flying High
But Paynter is more than a quote machine. He was the sole communications and marketing tactician working full time helping to capture this contract, leading all facets of an
integrated communications and marketing campaign. He developed an advertising campaign highlighting the attributes of Northrop Grumman's aircraft, which used as its slogan: "The
Future Demands More." Messaging in the ad campaign was even referred to by Air Force Gen. Arthur Lichte during the Pentagon press briefing announcing the selection of Northrop
Grumman for the air-refueling tanker contract.
Mobilizer of the Masses
After the Air Force made its selection, Paynter organized three large-scale employee rallies to help curry political support for Northrop Grumman when Boeing protested the Air
Force's decision. Held in Ohio, California and Florida, the rallies got some major media coverage and was well attended by elected officials--the result of an indefatigable PR
soldier working in the trenches, a veteran at age 30.
Melissa Perlman - Manager, Media Relations, Office Depot
*Age: 26
Four years in PR at a single company is a lot of time, particularly if you started at the company at age 22. There's a lot you can soak up, and a lot of responsibility to
assume, if you're willing to put your heart and soul into your work. That's exactly what Melissa Perlman has done at Office Depot, where she has nearly single-handedly taken on
the challenge of communicating Office Depot's environmental initiatives to its key stakeholders.
Defining Initiative So Far
"In partnership with Office Depot's director of environmental strategy, I have helped to craft Office Depot's reputation as a corporate leader in the area of environmental
sustainability," Perlman says. "One of my personal favorite PR tactics is the use of an Environmental Internet Press Kit, which I built from scratch and continue to populate and
update."
Secret Weapon
"Without the support, understanding and buy-in from the company's executive team, we would not be able to accomplish all that we are able to. [Also,] the key is to keep
information straightforward and simple to comprehend; digital media has made this focus possible."
A Gen-Yer's Perspective
"As a professional under the age of 30 at a $15.5 billion company with 49,000 associates around the world, it would be easy to be brushed to the side when first meeting with
company executives. However, I have made it my priority to alter this perception by proving myself in terms of intelligence, strategic thinking, accountability and
resilience."
The Truth About Top PR Pros
"Public relations professionals often get a bad rep because there is an assumption that they are stretching the truth or spinning the story to benefit their client or company.
Office Depot is a corporate leader in terms of sustainability, and I feel both lucky and honored to be able to share our positive story with a broad range of stakeholders."
James Robinson - Vice President, APCO Worldwide
*Age: 29
For a person of any age, James Robinson has been around. He was born in the U.K., lived and worked in Asia, speaks Mandarin and Chinese (as well as English) and has risen to VP
at global communications consultancy APCO Worldwide, after joining the company as an intern in 1999. He's held positions for APCO in Indonesia, China and, now, New York, where
over the last year he has led client work for Microsoft and the Clinton Global Initiative. For the latter, he set up editorial board meetings with Time, BusinessWeek and
The Economist, and helped craft the initiative's messaging.
PR Beyond Borders
"So far I've worked in Jakarta, Beijing and New York, and I know that my experiences have helped shape my worldview and be valuable to my clients."
Talent, Talent, Talent
"The most critical resource needed to succeed is a dedicated team that has diverse ideas and real-world experience. Talented people remain central to developing strategy and
delivering truly outstanding results for clients."
The Gen Y Factor
"We tend to value a high degree of flexibility and the ability to make personal connections rather than simply earning financial rewards. Thankfully, APCO's management is
focused on creating these kinds of opportunities in the workplace."
Off-Hours Project
"I've recently completed a project with the Taproot Foundation, where I worked with a team of volunteers to rebuild the Web site of the Albert G. Oliver Program, an
organization that helps disadvantaged youth to achieve educational excellence."