Steve Winston
Director of Public Relations
Comforce Corporation

1. How did you get into PR?
I sort of segued into it. I started off, actually, as a journalist, first as a reporter, and then Managing Editor, Editor, and then Editorial Director at a company that became the largest inflight-magazine publisher in the world during my tenure. My next position was as Communications Manager for an international holding company. Then Director of Communications for a public company. And, now, Director of Public Relations for another public company.

2. Briefly describe your typical workday.
Much of my day is spent on the practice of media relations, and on developing and nurturing our relationships with key media. I spend a lot of time on research, because we believe that one good hit in a key target medium is worth ten mediocre ones. As I report directly to the Chairman of the Board/CEO, I also spend a lot of time on strategic planning...how we can most effectively align our communications programs to help the company achieve its objectives. And I also make sure that all of the company's employees know about the coverage their company is generating.

3. What is the best part of your job?
Very easy question. The best part of my job is when we get some smashing coverage in major media...coverage that has a positive impact on our business. Another good part is having "a seat at the table".

4. What is the worst part of your job?
There really aren’t any bad parts. But I think one ongoing "bump" for most PR people is convincing others that you can’t do public relations in 2003 the way you did it in 1993. Journalists are fed up with corporate "paper mills" that just keep throwing form-letter releases at them, with no level of appropriateness for their readers. Most serious journalists couldn’t care less how wonderful your company is - they just want to know if your company can provide useful information - or help - to their readers.

5. What is the biggest lesson you’ve learned during your PR career?
That the lessons never stop...and you’ve always got to be prepared to learn them.

6. What is the most unique thing about your company?
I think the most unique thing about our company is its Chairman, John Fanning. He’s a man who understands that yesterday’s approaches won’t work on tomorrow’s problems. He’s also a man who understands and appreciates the value of corporate reputation. And he’s a man who values the counsel of those who are in the PR trenches every day.

7. What is your ideal dream job?
Really? Owning a bookstore in a mountain town in North Carolina, and writing novels.