Mitchell Friedman, APR
Principal
Mitchell Friedman Communications

1. How did you get into PR?
After earning an M.A. in Modern European History at Stanford University, I decided to get a "real" job but didn't know quite what to do. I did some research and a personal inventory, which led me to conclude that I wanted a position using my persuasive, advocacy, and research skills. That initially led to a job as a fundraising assistant with a nonprofit organization, which included a bit of media relations work. At the same time, I created and implemented media relations campaigns in my volunteer, non-work activities. All efforts coalesced when I secured a job at a public relations agency in 1988. I've been working in the field since.

2. Briefly, describe your typical workday.
My work consists of consulting, training, and teaching public relations, plus heavy involvement in industry professional organizations. As such, my routine varies from day to day depending on what assignments are pressing. When I'm teaching, it's usually more than one class so that would lead me to spend much of my day developing syllabi, planning individual lessons, communicating with students, and evaluating written assignments. I'm also leveraging my teaching experience to improve current training programs or add new ones, which I then market to past clients. Finally, I also spend a good deal of time writing articles for the four online venues to which I contribute, as well as developing ideas for future columns.

3. What is the best part of your job?
I am an educator at heart, and am passionate about playing that role in the public relations industry. Fortunately, I've identified opportunities for me to fulfill this role through training, speaking, and teaching for corporate and association clients, as well as public relations agencies. Moreover, my emphasis on teaching and training - and the extensive research and reading it requires - has expanded my horizons in the public relations field and made me a better consultant.

4. What is the worst part of your job?
Effective marketing and sales of training programs is difficult, as it's an uphill battle to convince organizations of the value of developing their employees' communications skills even in the best of economic times.

5. What is the biggest lesson you've learned during your PR career?
Times change, and the success (or failure) of today is fleeting. As a result, I take nothing for granted.

6. What is the most unique thing about your company?
I provide a full range of training programs, not just media interview and presentation skills training. And by virtue of teaching multiple classes at five universities in the San Francisco Bay Area-combined with ten plus years of consulting work-I bring a breadth and depth of knowledge and a practical orientation to my ongoing efforts to develop the public relations skills of others.

6. What is your ideal dream job?
A senior level position with a public relations agency where I oversee employee training and development; identify and meet client training needs in the communications skills area; and have a hand in overall business development and agency management.