Laura L. Link, APR
President and Strategist
Strategy-LINK Public Relations

1. How did you get into PR?
I came to PR from the other side of the desk. I was a journalist. Journalism could be one of the best ways to learn how to be that rare public relations professional whose calls are always taken by reporters. As a journalist, I read and trashed quite a few untargeted news releases. I trashed even more unopened because the sender's message was irrelevant to my readership. What made me make the change? The subject of a profile I wrote hired me away from an unsatisfactory position at a daily newspaper. I quickly left the corporate arena and went into business for myself.

2. Briefly describe your typical workday.
As the sole proprietor of a SOHO firm, there really isn't any typical. I try to set my schedule so that I have at least two days a week with no outside appointments or errands. On these days, the heels and hose stay in the closet, and lunch could be at noon or at 3, depending on whether I'm on a roll or can't type another word. I do try to be available to clients and media from 9 am to 6 pm Monday through Friday, but that doesn't mean you won't find me writing a strategic communications plan at 9 pm.

3. What is the best part of your job?
The best part of my job is working from home and setting my own schedule. To anyone considering making the jump from corporate or agency PR to independent status, I say - if you are the entrepreneurial type and you are talented, plan to spend at least three years in an agency or a corporate internal agency environment and then go for it. Don't let the fear of losing that regular paycheck stop you. The rewards are tremendous.

4. What is the worst part of your job?
I get a little frustrated when clients want to pay only for deliverables and don't understand paying for my time. My expertise is the most valuable thing I sell.

5. What is the biggest lesson you've learned during your PR career?
The importance of planning.

6. What is the most unique thing about your company?
I offer a unique blend of creativity and client marketing budget management.

7. What is your ideal dream job?
Exactly what I am doing now - only based in Hawaii.