Keynote Address: Politics & PR

Keynote speaker Mona Pasquil, vice president of MSHC Partners, Inc. and business development consultant/sales strategist for IBM, opened up PRSSA's National Conference for 2009. Pasquil, who has worked on four presidential campaigns, three gubernatorial campaigns and many local elections, gave members key advice and insight into the political sector of the PR industry.

Paquil outlined four steps necessary to succeed as a PR professional working in politics.

"Be true to yourself. Remember who got you here, remember your journey, and remember the lessons you've learned," Pasquil said.

Also stressed were the two "Mona Rules": always be prepared and think about your plans.

Here are other pieces of advice directly from Pasquil:

* "Timing is everything. It's the difference between winning and losing."
* "Weigh the situation and think about it. You've got a millisecond."
* "You have to know who you are and know your story. Your name is all you've got, so don't screw it up."
* "Don't let others define you. Be true to yourself."
* "Get your information out. Don't wait."
* "Think about all of the other potential situations out there."
* "Don't try to spin things. People don't like it and you're going to lose."
* "There are just a couple of those tough stories [that journalists want from politicians], but there are so many good stories."
* "Never make a joke out of a tough situation."
* "Working for the public is tough, but when you see your work out there, there isn't anything like it."
* "There's that moment when you've got your moment to make your mark on history. You get the opportunity to tell the story the right way. TAKE IT!"

As a person interested in political PR myself, I thoroughly enjoyed Pasquil's address and believe it was a great jump-start for the conference. I am looking forward to the sessions that lie ahead!

- Alise Cool