Kim Swanson
Media Relations Coordinator/Retail Marketing Specialist
Sierra Trading Post

1. How did you get into PR?
In my previous career life I was a newspaper journalist. I quickly burnt out on the long hours and low pay so began looking into public/media relations because I didn't want to give up the opportunity to write and interact with fellow journalists. My decision landed me in government (county then state) public relations, which I found rewarding yet too political.

2. Briefly, describe your typical workday.
In addition to daily pitching locally, regionally and nationally, as well as writing and issuing press releases, my day entails a fair amount of retail marketing for our three retail stores located in Cheyenne and Cody, Wyo., and Reno, Nev.

3. What is the best part of your job?
I most enjoy the opportunity to interact with many different people, including the media.

4. What is the worst part of your job?
My job is newly created at the company. They have been using traditional marketing tactics to spread the word (re: paid advertising), so the most challenging part is spreading an understanding of public relations, the time and effort involved and its function in bringing credibility to the table.

5. What is the biggest lesson you've learned during your PR career?
The media can be your best friend or your worst enemy - and in my experience, they are your most valuable resource.

6. What is the most unique thing about your company?
The nature of company is unique in that we purchase overstocks and closeouts from brand name vendors such as Carhartt, The North Face, Patagonia, Ecco, Dr. Martens, Colombia and others. We pass savings of 35-70 percent on to our customers via mail order catalogs, e-commerce and three retail sites. We provide a solution to vendors seeking to clear inventory and affordable, high quality outdoor/casual apparel, footwear, home furnishings and gear to our customers.

6. What is your ideal dream job?
I believe I have found it. The company is progressive and growing, quality of life in Wyoming is superb (no rush hour, low crime rate, excellent school system, outdoor recreation, low taxes) yet I am close to a major metropolitan area if I must get my cultural fix. The owners of Sierra adhere to their three core company values making the company a great, positive place to work: 1) Our customers must be given the best possible service. 2) We must keep our operating costs as low as possible - to keep savings as high as possible. 3) Our business ethics must be consistent with the faith of the owners in Jesus Christ and His teachings. AND, perhaps the biggest perk for me is that because the owners are avid bird hunters there are any number of friendly, tail wagging German Shorthair Pointers running around the office each day. What a great stress relief!