QUESTIONS & ANSWERS: Lisa Ross

Her big break came under an umbrella, and she's come up with a fantastic idea for The Cartoon Network. Meet Lisa Ross, president of RBB Public Relations.

Her big break came under an umbrella, and she's come up with a fantastic idea for The Cartoon Network. Meet Lisa Ross, president of RBB Public Relations.

Describe the company you work for RBB Public Relations is a no-nonsense PR firm that also happens to be one of Florida's largest, with client relationships that span decades. We use the tagline "Start Making Sense" to illustrate that our approach to PR is driven by satisfying our target audience's five senses to win over their hearts and minds.

What do you do? Recently, a client prospect said that "I can talk a dog off a meat truck right before he hired us. My partner often tells me that after client skills, my media savvy is what I'm best known for. So, call me the convincer.

Tell us something interesting about your company We have a senior management staff of seven equity partners that are personally involved with every client. Five of the seven have children less than five years old, which makes us a very flexible and family-friendly company.

How did you get into PR? Being in the right place at the right time.

Many years ago, I was at the US Open and it started to rain. I shared my umbrella with a woman sitting next to me, and we wound up chatting.

It turned out that she owned an ad/PR agency in New York. At the end of the day, she offered me a job. One of my first accounts involved booking all the media interviews for the Electronic Industries Association 50-city spokesperson media tour.

What was your best pitch? Getting a private, relatively unknown Caribbean-based all-inclusive resort company into a story in Fortune, which led to a $200 million investment for the company.

What invention would make your job easier? I have two of them. First, the ability to "beam myself from place to place like the characters in Star Trek do would be ideal to avoid the wasted time I spend in traffic, although I do try to use the time to return phone calls. Second, a news ticker going across the bottom of cartoons (like CNN's stock ticker) would be wonderful in helping me get useful information while my children enjoy their morning shows.

What are you working on this week? Gearing up to launch a new Caribbean destination, introducing a new CT scanning company, managing United Airlines' Latin America PR program, and always promoting RBB.

Name one thing about your past people would be surprised to learn I had blonde hair until I was about five years old. Now, my three-year-old has it and everyone's always asking me where the blonde hair comes from.

If you were an animal, what would you be? An octopus, without a doubt. I need all those extra arms for juggling my career, family, personal time, etc.

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