2012 Rising Stars of PR: Albe Zakes


Albe Zakes

Global VP, Media Relations, TerraCycle

On his first day at TerraCycle, the CEO fired Albe Zakes' boss and told him he would have to manage the department until a replacement was found. His official training was being handed a press release and saying "get this in a newspaper in Atlanta." At the time his only tool was Bacon's Media Database.

Over the last six years, Zakes has worked his way to the top of the PR department and become a leading spokesperson for the company and a growing expert in low-cost and social media marketing tactics. With little previous PR experience he helped TerraCycle battle Scotts Miracle-Gro by running the "Sued by Scotts" Blog and media campaign in 2007, which received national media attention from the New York Times Magazine, BusinessWeek, the Associated Press, the Wall Street Journal and many more.

Under Zakes’ management, TerraCycle's PR department has secured over 10,000 unique media placements since 2007—including over 5,000 in 2011 and almost 2,000 YTD in 2012—and secured over $200 million dollars in Ad Value for TerraCycle's partners and products. To this day, TerraCycle has never paid for an advertisement or used outside agencies, even while becoming an Inc. 500 company with operations in 20 countries and almost 20 million in annual sales.

App he can’t live without
: “Definitely HootSuite. It allows me to monitor all of TerraCycle's various social handles and my personal ones at the same time on the same program. Also a great Riddles game I have, which helps to keep one sharp during those endless hours of travel.”

Inspiration in his PR career: “
My grandfather. He was an orphan with no education who faked documents to join the Navy at 16, but he was the center of attention and life of the party everywhere he went. Watching how he used humor and kindness in a casual, honest way to win friends (and influence people) left a lasting mark on me that later drew me to PR.”

Back to People To Watch: Rising PR Stars 30 and Under





Comments Off

Deals of the Week

Get $150 Off PR News' Social Media 20/20 Summit

PRN_summit_ads_175x135_ep

This gathering will feature some key influencers and operators in social media, sharing their knowledge and experience in a full day of eye-opening sessions. You will take away practical knowledge to increase the visibility of your brand and expand its reach on social media.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook

book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.