QUESTIONS & ANSWERS: Heidi Bobzin

She's kinky about economists, and has the coolest story behind her name that PRWeek has ever heard. Meet Heidi Bobzin, founder and CEO of ACE Public Relations.

She's kinky about economists, and has the coolest story behind her name that PRWeek has ever heard. Meet Heidi Bobzin, founder and CEO of ACE Public Relations.

Describe the company you work for ACE Public Relations is a full-service PR agency for hi-tech and consumer products and services.

We're based in San Francisco with a satellite office in New Jersey.

Tell us something interesting about your company I named the company after my father. His colleagues always called him Ace because he excelled in his trade.

How did you get into PR? In 1993 I had a degree in economics, a minor in Spanish, and an unfulfilling job in marketing. I started working with a career coach to help me "find myself. A job opportunity in PR presented itself, and although I knew little about PR, I thought I'd give it a shot.

Within one week, I knew I had found my calling. Promoting great companies, products, and people is something I do naturally. Getting paid for it is a bonus.

If you could work on one account, what would it be? Handling media relations for musicians like Bruce Springsteen, Eminem, and Robert Plant. Artists are sometimes misunderstood and their image is overstated or incorrectly judged (although at times, it's on the money). I believe we can generate more excitement and anticipation around an artist's music. The music industry often relies on fans to do the research and build the hype, but many fans are in the dark. I'd like to help build this kind of excitement and get more music into the hands of more people.

Name one thing about your past people would be surprised to learn I was named after the "Heidi Game, one of the 10 most memorable games in the history of pro football. It's a cute story of tension, rivalry, and the unexpected between the New York Jets and the Oakland Raiders, who apparently gave fans a great show. With seven minutes left in the game, NBC - much to the surprise of most viewers - decided to forego the conclusion of this exciting contest and stuck to its program schedule by airing Heidi. Calls from incensed fans flooded the switchboards, but even NBC execs couldn't get through to reverse the decision. What viewers didn't see in the final 65 seconds were a Raiders 43-yard touchdown, and the ensuing kickoff, which produced another touchdown for Oakland.

After that game, NBC modified its broadcast policy - and installed a new phone in the BOC room, wired to a separate exchange, known as the Heidi phone.

Which historical figure would you most like to represent? John Maynard Keynes, an economist born in 1883. Keynes' philosophies significantly changed conventional economic theories and policies, yet many skeptics were slow to implement his theories. A prolific author and a charismatic speaker, he understood equally the emotional and human aspects behind monetary stability and persuasive communications. I would have loved to help educate audiences and expedite the acceptance of his theories.

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