Jun 19, 2012

Inside PR Newswire: Sara Campbell, Senior Audience Researcher

Welcome to Inside PR Newswire, a series that provides a special look into the people that make up PR Newswire. We’ll share their stories about what they do, how they arrived at PR Newswire, and a little about themselves as individuals when they’re not at work.

Sara Campbell is a senior audience researcher at PR Newswire. So Sara, tell us — what do you do?

As a senior audience researcher, I am responsible for updating media contacts for the New York metro region. I have also taken the lead training several employees during their transition from Targeting Services to the Audience Research team. Our Global Media Database has over 500,000 global media contacts.

How did you end up at PR Newswire?

In 2008, I met PR Newswire’s account manager Kelly Fuller at the PRSA Northeast District Conference in Rochester, N.Y., while I was working at a PR agency. In January 2009, I wanted to move down to the New York area to continue my career growth, and I reached out to Kelly for help. She told me about the Audience Researcher position at PR Newswire and I applied. I got the job offer and moved down to Hoboken one week later so I could commute to PR Newswire’s Jersey City office. Kelly even helped me move, and we continue to be great friends to this day.

What does a typical workday look like for you?

I am constantly juggling different tasks. I’m responsible for updating any and all media changes in the New York metro region, and then I tweet these updates on our Twitter page (@PRNmedia).

My position also includes handling client projects and requests. Our team is currently helping clients transition to PR Newswire’s new Agility platform, which allows our clients to target, monitor and engage with traditional and social media from one platform.

Additionally, I write for the Audience Research group’s monthly newsletter for clients, MEDIAware; and I occasionally assist our MultiVu Media Relations team with writing national alerts for satellite and radio media tours.

How large is your team?

The Audience Research team has 16 researchers based in the U.S., with an additional 12 researchers based in Mexico. We also have a team of researchers abroad. The U.S. and Mexico teams are led by Director of Data Services Jeff Veasey.

What has changed since you started working at PR Newswire? What’s stayed the same?

One of the biggest changes I continue to see is how journalists and PR professionals are using social media to engage with one another more. Twitter, Facebook and other social media sites are continuing to grow. Journalists and PR professionals are using these platforms to communicate, share stories and pitch ideas. As a media researcher, I try to collect as much data from these social networks to help our clients better connect with the media. We also use social media to strengthen our relationships with clients and journalists directly.

The one thing that continues to stay the same is the way our Media Research team collaborates to complete tasks and ensure that we are providing the best service to clients.

What’s the most fun part?

The most fun part of my job is the colleagues that I work with. We have great team chemistry and it is a pleasure to work with all of them. We work cohesively to complete projects and update our data, ensuring that our clients are receiving the most accurate information. Our team has seasoned audience researchers with many years of experience at PR Newswire; they continue to inspire and motivate me to grow professionally.

What do you do when you are not working?

When I am not working, I am most likely dancing! I have been a dancer since age 3 and it is a true passion of mine. I just finished two years as an NFL cheerleader — it was the most incredible experience! I felt so fortunate to have the opportunity to dance on Sundays on the sidelines and do charity events in the community. I hope to be able to continue to perform or take dance classes.

I also enjoy traveling. My sister and I traveled to London and Paris last April. The picture above is me in front of Victoria Palace at Piccadilly Circus in London, before seeing the musical “Billy Elliot.” I hope to continue to travel the world and see new places.

Where do you see yourself in 10 years?

In 10 years, I hope I’ll have continued to grow my career in the communications/media industry. I also hope I’ll be sharing my love of dance by either teaching or coaching.
Written by Grace Lavigne, senior editor of ProfNet, a PR Newswire service that helps journalists connect with expert sources. To read more from Grace, check out her blog on ProfNet Connect.

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