Businesses choose to celebrate milestone anniversaries in many ways – parties, customer giveaways, ad campaigns.  For D.C.-based PRofessional Solutions, LLC’s 25th anniversary, CEO Kate Perrin decided to skip the party but give one big party favor: a $2,500 donation to the Girl Scout Council of the Nation’s Capital (GSCNC).

“I was a Girl Scout for 12 years and the lessons I learned through scouting helped me to grow a successful business,” Perrin said.

 Perrin added that it is vital to support future workforce development and develop the next generation of self-sufficient and capable women, and is an active member of the GSCNC’s Women’s Advisory Board.

Reflecting on her 25 years in business, Perrin told Capitol Communicator there have been some key changes to both the field of PR and her firm’s focus on PR staffing.

“Today I see fewer permanent jobs, fewer communicators within a department or organization, and shrinking budgets, but demand that communicators handle more responsibilities and deliver more results,” Perrin said.

“When I started, clients wanted good writing and skilled media relations built on relationships with reporters.  Now they want quick writing, forget the relationships, but also infographics, video, graphic design, a constant stream of interactive social media programming and more,” she added.

“And applicants who used to say, ‘I’m a people person’, now boast ‘I can do everything and anything’ while focusing on the tools instead of the big picture.”

But not everything is faster.  Perrin  added that the hiring process for PR temps, as well as permanent positions, often moves at a glacial pace as managers worry there is someone even better out there.

 

(Photo: PRofessional Solutions, LLC CEO Kate Perrin (l) is joined by two Girl Scouts at a mentoring workshop as she presents the gift to GSCNC Executive Director Lidia Soto-Harmon (r).)

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