Casey DeLorme
Founder and President
Getspine Communications

1. How did you get into PR?
While a Walt Disney World College Program participant, I received a letter from college suggesting I choose a major. I had spent quite a bit of time shadowing WDW's publicity department. They were always where the action was - whether throwing a party for the NBA All Stars teams, generating publicity for a Marky Mark (aka: Mark Wahlberg) concert, or handling press during a theme park crisis. "Is there a publicity major?" I asked my academic advisor. A year later, a degree in public relations and a fistful of student newspaper articles landed me an internship, then job, as assistant press secretary to US Senator Dennis DeConcini (D-Ariz.) in Washington, D.C.

2. Briefly, describe your typical workday.
I just opened my own agency, so workdays are focused around building my client base. If I'm not meeting with a client for media or strategy work, a breakfast networking function starts the day. That is followed with phone calls following up on client projects delivered the day before. Lunch is another opportunity to network or meet with a new prospect. Afternoon is devoted to designing client strategies, writing press materials, building contact lists, and delivering pitches. Oh, and don't forget administrative tasks, like bookkeeping, billing, emptying the trash.

3. What is the best part of your job?
Self-employment is an incredible (and unforgiving) teacher. For example, I've been a critic of agencies (former employers) for not minding their own image. Being your own client is an eye-opener. In designing Getspine Communications, I've realized why clients do the weirdest things. Choosing a logo or writing about yourself in a press release is an emotional experience. This leads to indecision. Suddenly, I have a whole new appreciation for what it is like sitting on the other side of the table. Every day brings a new lesson.

4. What is the worst part of your job?
With the freedom of working for yourself comes the responsibility of having to be your own boss. So too come the hazards of being your own worst critic... There is also tremendous pressure to keep generating new clients. No work = no cashflow = no food.

5. What is the biggest lesson you've learned during your PR career?
Youthful creativity + first-hand experience = successful public relations. I'm forever calling former bosses and thanking them for sharing their experience with me. They reciprocate by thanking me for bringing new ideas to their firms. I think I started my firm at the perfect crossroads of the two. I'm 31, with eight years of full-time experience.

6. What is the most unique thing about your company?
Getspine Communications is a PR boot-camp. We focus on first-time clients, provide the architecture for strategic PR thinking, and show them how to work with an agency. This adds an element of client naiveté that most firms would rather not deal with. We embrace it and clients learn fast.

7. What is your ideal dream job?
Not so much a job, as the adventure and lessons-in-reality of building my own business. I'm doing it right now.