‘Good PR isn’t spin,’ says Prosek’s Jim David

Jim David isn’t afraid to take on new challenges.

In his role as the recently appointed head of the Washington office with Prosek Partners, David says he’s now tasked with considering a whole range of priorities that he hadn’t given much thought to before.

He brings to his work an attitude of common-sense thinking, imbued in him by his time spent working with Wall Street PR icon Gershon Kekst. His biggest lesson from Kekst? PR is much more than a clever message.

We caught up with David to get his take on the current work of a PR pro and how he sets himself and his team up for success every day. Here’s what he had to say for our “Day in the Life” series:

1. What’s your favorite part of your morning routine?

David: My mornings are all about getting our three girls (ages 6, 4 and 2) out of bed, dressed, fed, packed and out the door — often against their will! My oldest is learning to read, so the two of us read together most mornings, which is a highlight.

2. Who’s the most important person you talk to every day?

David: My wife, Sarah — and it’s not even close.

3. What’s the biggest challenge you’ve faced in your career?