How Caster Communications’ Meredith Shubel tackles PR’s evolution

What can a PR pro do to prepare for more change to the industry? Shubel suggests that becoming a social media expert might be a good place to start.

These days, social media is no longer owned by marketing agencies. PR pros are natural social media experts because of their knack for storytelling and community building.

That’s the big industry change Meredith Shubel sees from her position as senior account coordinator with Caster Communications. We spoke with her for our series about the daily travails of the PR pro.

Her secret for getting through the workday? Highlighters and plenty of cups of tea.

1. What time do you wake up?

If I don’t have an early morning call (fingers crossed!), I usually wake up at 08:00 and have the luxury of coming into the office at 09:30 a.m. (Of course, that usually means I’m here until after 18:00.)

2. How many cups of coffee do you drink a day?

I try not to overdue it with the coffee, so I usually just have one cup after lunch. But tea, on the other hand—many. Many cups.

3. Who is the most important person at work you talk to during your day?

My team! I feel fortunate to work at a small agency, so I have frequent touchpoints with almost everyone in the office.

4.  What’s one tool that you couldn’t live without? (I think the “why” is implied.)

Highlighters. I’m a fiend for color-coding; it’s the only way I can make sense of massive lists and spreadsheets.

5. What’s the last thing you do before finishing your workday?

Check that Slack and email are clean and there are no outstanding crises—and then I note for myself the top projects I want to finish for tomorrow.

6. What keeps you up at night?

Having an important call really early in the morning and worrying I’ll miss my alarm. On those days, I really don’t even need an alarm, because I’m feeling so paranoid that I barely fall asleep at all.

7. What trend or change is the next big thing in communications and/or your industry?

More and more, I am noticing that the responsibilities of social media are shifting from marketing agencies to PR agencies, which gives PR teams the ability to curate a more comprehensive and cohesive message.

8. Anything else you want to share?

Please, everyone be friendly to each other with typos and errors in emails—we’re all doing our best.

If you or a colleague would like to be featured in our Day in the Life series, contact PR Daily editor Ted Kitterman.



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