QUESTIONS & ANSWERS: David Warschawski

His secret daily pleasure is more secret than most, and he doesn't want to hear about anyone who reckons they can 'do' PR. Meet Baltimore's JFK, Jr. look-alike (so says his mom), David Warschawski.

What is your proudest moment/greatest achievement? Four short years after having started the agency, Warschawski Public Relations (WPR) is ranked as one of the top 100 PR agencies in the country. In the past two years we have won 17 industry awards.

Describe the company you work for WPR is a young, energetic and exciting Baltimore-based agency. We combine New York agency expertise and experience with the intimate client service that can only be achieved in a boutique agency setting.

Tell us something interesting about your agency We believe boutique agencies can compete with the big boys. WPR has won three accounts that were previously represented by one of the top five agencies in the world.

What is your most embarrassing moment? Flubbing my speech when I ran for president of my high school class.

What would you like to change about the PR industry? I would like to change people's notion that anyone can 'do' PR. As an industry we need to find ways to elevate what we do so we are indispensable to top management.

Then we need to do a better job of explaining what it is we do and why we are indispensable. For a bunch of communicators we fail miserably here.

Who will be the PR industry's next big hero and why? The person who takes the lead in making the above happen.

What will be the next big thing to hit PR and why? I hope it will be well-rounded and well-educated college graduates. We aren't attracting the cream of the crop to our profession. We need to.

Who do you most look like? My mom says I look like JFK, Jr. - but that's my mom talking.

What is the best invention of all time? Language. How we communicate and understand one another fascinates me. Without language where would we be? I'd be out of a job.

Do you have a secret daily pleasure? If I told you, it wouldn't be a secret, now would it?

What is your best habit? Curiosity. I always want to know how or why something works and how to make it work better.

What is your worst habit? Curiosity ... It killed the cat.

Who or what do you hate most? Lazy people with a sense of entitlement.

With which historical figure do you identify? I don't identify with any of them because they are all dead.

What would you do on a desert island? Call in for messages.

What is your motto/philosophy? Be crystal clear about what you want and then go for it - all out!

What does 'a highly integrated communications and marketing strategy' really mean? Absolutely nothing. Run from anyone who uses such a phrase.

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