LAST CALL: Schuster's stint in PR helped release his musicaltalent

PR pros: writing press releases can help your music career. OK, maybe not, but it did help one PR guy with his songwriting.

PR pros: writing press releases can help your music career. OK, maybe not, but it did help one PR guy with his songwriting.

Fueled by talent, a musical family, some inspiration from The Beatles, and a lot of confidence, Stephen Schuster first picked up a guitar when he was 15. "I felt if they could write songs, so could I, he said.

Now working coffee houses in central Massachusetts, Schuster also serves as founder and CEO of Rainier, a tech agency he founded in 1993, with offices in Princeton, MA, and London. His album, Pure Audio, is filled with folk-rock storytelling and love songs influenced by artists like The Who, Paul McCartney, REM, and John Mayer.

If that's not enough, Schuster also plays in a classic-rock cover band, the (wishfully) narcissistically named Surfing Stud Puppies - though any ladies who wish to test that hypothesis, back off: he was wed last Sunday.

Schuster, who was an engineer before diving into PR, says songwriting and writing press releases are complementary practices. "PR language is straight and specific, while music is literally lyrical. In my songs, but especially in writing quotes, I try to get into the person's head, and speak with their voice."

How does he juggle music and PR? "It's not like it's a choice, he said.

"I've tried to put music aside, but it always returns. There are songs that must be written."

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