So how does a veteran TV news reporter and producer end up on the
other side of the chessboard? Coming from a 13-year career in broadcast
journalism, I had come to view PR professionals as swarming mosquitoes
that had to be flicked away. However, in 1998, I turned to career
counseling to discover how my skills might translate into a new
I had a very enlightening informational interview with a corporate
communications director at a well-known Silicon Valley tech company.
Unbeknownst to me, he forwarded my resume to his company's PR agency.
His notation at the top: "Can you give her any additional tips or
guidance?" In a true case of serendipity, the agency was looking for a
veteran journalist to expand its broadcast practice. I arrived home to a
message on my answering machine: "This is Lou Hoffman with The Hoffman
Agency. We'd really like to talk to you about a potential job
Three years into my PR career, I still think like a television producer,
but I've successfully transferred those skills into media training,
video production, and broadcast media outreach for our hi-tech corporate