2016 Striker Winner Award – Jonathan Gregalis
Congratulations! As the winner of the Striker Award last year, what did this award win mean to you personally?
Win or lose, I was so honored to have been a nominee for this award, as it was an acknowledgement of all the hours and energy I have spent over the past three years. Too often, those outside of the PR industry scratch their head and wonder what it is we really do, so an honor like this legitimizes the hard work and helps inspire me for whatever challenge is ahead.
Where do you see the evolution of PR going over the next 5-10 years?
The days of PR being synonymous with just media relations are over. More often, I find that I’m being challenged to think about business-level challenges and how I can impact a client’s bottom line through a marketing or content activity.
Over the next several years I expect traditional PR will evolve to include more digital marketing and analytics as a part of day-to-day operations. In general, the convergence of PR, marketing and sales has been quickening and is forcing PR professionals to think beyond earned media, towards how to integrate messages across platforms and channels. With that, I suspect PR practitioners will also need to become more well-versed on how to measure effectively and understand how their work is impacting lead generation and sales.
What are your top three favorite things about PR?
I think I speak for many PR professionals when I say that I love how no two days are alike. It keeps the working exciting and challenges me to think on my toes.
I’m equally as energized by the evolving nature of this industry and how the traditional PR role is broadening, which has presented a bevy of unique learning and career growth opportunities for me.
Lastly, I appreciate the impact we can have on the overall business. It’s not always measurable, but there’s a certain sense of accomplishment in seeing a published headline or seeing the pride on employees’ faces when they read about their company in the paper or on social media.
It’s not always the most lauded profession, but there is value to what we do and it’s great that we can (almost literally) see our work in lights.
What makes New England, and Boston specifically, unique in the PR industry?
The Boston PR scene gives meaning to “small world.” A month doesn’t go by that I don’t see a former colleague or peer re-enter my horizon in some way. It’s great that the connections, and often friendships, you make one day come full circle later.
For those of us in tech PR, I think Boston has become an exciting market to be immersed in as new companies appear and larger ones move in. The amount of opportunity here right now is limitless.
If you could give one piece of advice to someone considering a career in PR, what would it be?
Meet challenges and opportunities with one attitude: positive and can-do. There is literally zero value in being sour or combative about your work.
Every day comes with its pits and peaks, but the one thing you can control is your attitude and output to the world. Maintaining a positive outlook is one of the surest ways to build relationships and to get ahead.
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