My day job is PR and social media account supervisor at Hiebing, which is a marketing and advertising agency that’s headquartered here in Madison and also has an office in Austin, Texas.
My job is to get clients into the news—or keep them out of it! My specialty is consumer media relations.
One of the more fascinating recent developments in the world of public relations is the growth of influencer marketing. This is marketing to the people who influence the decisions and purchases of your ultimate target, such as a blogger.
It’s a newer space for public relations to work in. It’s less rigid than advertising and gives us the opportunity for someone to experience our client’s brand in a new way and to share that experience.
I’ve really enjoyed working in PR and it’s fun when a story I was part of hits the press. When I first started out in PR, I was working in Chicago on the Nielsen account and had a story about the popularity of animals on wine labels. Their research showed people tend to be intimidated by the process of picking wine and more likely to buy a label with an animal because it was seen as friendlier. After I promoted that story, I was riding the “L” to work and saw it had made the front page of the daily commuter paper. How exciting was that?
My most memorable caffeine was the coffee I experimented with at my first job after college. I decided it was time for me to start drinking coffee—hey, I’m an adult now!—but I wasn’t quite sure how to go about it. I watched how other people doctored up their coffee with sugar or cream, but since I didn’t know what I was going for in terms of taste, I opted to use black coffee as my baseline and found I liked it that way.
My current caffeine of choice is either a black coffee or, occasionally, a latte.
My favorite place for caffeine is Hi-Fi Cafe in Milwaukee. My best friend from high school and I would go there multiple times a week and it has special memories for me. It was a beautiful time of falling into the independence of our impending adulthood.
The person I’d love to share a cup of caffeine with is Andy Cohen, the head of Bravo and the man responsible for the Real Housewives shows among others. I just love him and his “rags to riches” story in the world of media. It would be fun to have coffee with him and pick his brain—which is so tapped into pop culture.
World problem that could be solved with the right amount of caffeine: In my experience, coffee tends to be a phone-free zone. When I grab drinks with a group of friends or dinner with someone, a cell phone tends to make an appearance before long. But over a cup of coffee, people tend to be present and focused and I can’t think of too many world problems that couldn’t be solved with that kind of mindfulness.