Published on May 20th, 2015 | by Millennium Magazine Staff0
Valerie Fields, Chief PR PRO at V.K. Fields & Company PR PROS
The Millennium Magazine welcomes Valerie Fields as a contributor to the publication.
“The Power of PR”
“One of the things I love most about the Public Relations industry is that we get to tell captivating and compelling stories that potentially change how people see the world,” said Valerie Fields, Chief PR PRO at V.K. Fields & Company PR PROS—a full service copywriting and PR agency that was started 18 years ago. “As Public Relations professionals, we don’t necessarily tell people what to think – but we do tell people what to think about,” Fields said.
She explained that communicating messages and advocating on behalf of clients by presenting their stories to the media shifts the narrative in terms of what people are talking about. Fields said, “It doesn’t matter if you have a good story or a great idea, if nobody knows about it. Hiring a good PR pro ensures that everybody who needs to know about you and your company or idea knows your story.”
With the recent popularity of television hit series like “Scandal” and “How to Get Away With Murder,” the level of curiosity about public relations, handlers, and crisis communications has skyrocketed. Fields said, “I get asked a lot if my life is like the TV show ‘Scandal.’ My response is that we do a lot of similar things… but not all of those things. Yes, we fix a lot of problems, but the characters on those shows also create a lot of problems. We’re in the business of fixing problems and changing the conversation about our clients to align with their business priorities. If we’re doing our jobs correctly, then there is usually a lot less drama than what’s portrayed on prime-time television.”
Fields has an extensive background in marketing, journalism and public relations—and has provided marketing and PR services for some of the world’s best-known corporations including Walt Disney World Resort, McDonald’s Corporation, and the Ronald McDonald Children’s Charities of North Carolina. Fields is a native of Raleigh, North Carolina and a graduate of the University of North Carolina at Chapel Hill. In 2007, she returned to her alma mater to teach Public Relations Writing and Crisis Communication courses as a professor in the UNC School of Journalism and Mass Communication.
V.K. Fields & Co. PR PROS provides PR services for a broad spectrum of small businesses, corporations, institutions, and organizations. As part of the company’s media relations capabilities, many clients find value in the media coaching, media training, community relations, image consulting, reputation management, and crisis communication services.
The company’s copywriting division creates and manages content for social media strategies, and also develops newspaper and magazine feature articles, manuscripts, corporate speeches, annual reports, brochures, radio commercials, television spots, infomercials, books and various other marketing and promotional materials for publication.
Fields said that after spending almost two decades in the Public Relations business, there is still a lot of confusion and misunderstanding about what PR is and what PR people do. A document she published titled, “The Power of Personal PR” explains it this way:
“Public Relations is the art and science of communicating a specific message to a target audience(s), to achieve a desired result with measurable outcomes utilizing various multimedia vehicles and outlets. Traditional PR makes uses of news releases, press conferences, wire services, media kits, interviews, and special events to accomplish various communications objectives. New media incorporates social and digital media platforms, which allow users to receive information while also interacting and engaging the messengers to generate even more content. Personal PR extends the reach and role of those tools and integrates the person with the brand; not only reflecting who you are, but what you say, what you do, how you do it, and the total effect of those actions and their impact on others.”
Fields said that some of her greatest successes in business have been achieved working with smaller companies. “I’m always amazed at the power of PR,” she said. “It’s fascinating to watch an idea develop into a concept that turns into a plan we can implement. The idea of working with a small company and helping them become a national or international brand—supported by the work we do in PR—is very rewarding. Effective PR allows individuals and organizations to ‘turn nothing into something great,’ and I enjoy being a part of that process,” Fields said.
Reflecting on her nearly 20 years as an entrepreneur, Fields said: “I am committed to the philosophy to: ‘live life with no limitations.’ For as long as I can remember, I have always had an entrepreneurial spirit. To me, living life with no limitations means being fearless and striving to achieve goals that others may find difficult to aspire to; but it also means bringing out the best in others by helping them identify their strengths and potential for success. Owning and growing my company has been a dream come true, and I would encourage others to pursue and fulfill that dream, if that is their desire. I attribute the success of my company, ministry, and volunteer efforts to faith, perseverance, and a talented, intelligent, innovative, and committed team that embraces a single vision for success by serving others.”
To learn more about the PR PROS team, visit www.globalprpros.com.