THE BIG PITCH: What are your PR New Year's resolutions for 2001 and beyond?

Jessica K. Stone

Jessica K. Stone

Jessica K. Stone

Collaborative Communications

Cambridge, MA

All work and no play makes Jack a dull boy, right? My resolution for 2001 is to make sure that I continue to get hard-hitting results for my clients, but to also take time for myself. I always hear stories about burnt out executives who claim that they have regrets. At 24, I don't have any regrets so far - nor do I want to start now. With the right mix, I know that I will soar as a public relations professional and an adult who has interests outside of work. Last year, my two vacations gave me peace of mind, the chance to visit Oregon and Paris, and time to get back into photography, a hobby that I love.

Andy Cooper

CooperKatz & Company

New York City

I resolve to make all of our communications with the media more 'media friendly,' (i.e. written with words, not buzzwords), crisp and to the point. I will find more time to read, surf, view and listen to the media that our clients' audiences are reading, surfing, viewing and listening to. We must appreciate the editorial content, tone and format of each outlet - and each journalist - we pitch. I want to reduce - as much as possible - the stress associated with the PR business. I plan to schedule more team meetings and off-site training opportunities, as well as offer employee perks like massages, pizza lunches and family get-togethers.

I resolve to balance our new business development efforts between 'new economy' and traditional businesses. I resolve to relentlessly focus on the creativity and quality of our work. Most of all, I resolve to require that all staffers read PRWeek! It's packed with great tips, insights and knowledge about our profession! (OK, that's enough, Editorial)

Dean Mastrojohn

The MWW Group

East Rutherford, NJ

My New Year's resolution is to spend more quality time with our junior staff to make sure they understand that they are an integral part of our team and its success.

Our entry-level staff spends so much of their day compiling media lists, creating 'paste-ups' and faxing press releases that they sometimes feel that they aren't working up to their full potential. Paying dues is a part of breaking into any industry and it is something we have all experienced.

However, managers must take an active role to ensure that those new to the industry are given an opportunity to utilize their creative skills and fully understand what PR is all about. In the end, they will feel that they are appreciated, their opinions are respected and a solid relationship will be forged to help build team unity.

Judy Brenna

Nassau Broadcasting Partners, LP

Princeton, NJ

I resolve:

1. Every press release issued will have real newsworthy content.

2. I will put the lead in the first sentence.

3. Every first sentence will be no more than 25 to 30 words.

4. All my press releases will be easy to understand.

5. I will learn my business so I can respond immediately to reporters' questions.

6. I will eliminate needless adjectives and adverbs from press releases even if my boss threatens to terminate me.

7. I will stop copying flowery quotes from other press releases.

8. I will update my PR Newswire fax lists in a timely fashion, not 15 minutes before distributing a release.

9. I will treat all reporters equally.

10. I will read journalists' publications so I will know what they cover.

11. I will work tirelessly for peace in global PR

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