In her own words: Abbi Whitaker of The Abbi Agency

Northern Nevada Business Weekly: Tell us about The Abbi Agency and the duties your position.

Abbi Whitaker: The Abbi Agency focuses on creating intergrated marketing campaigns that highlight a company's brand positioning, drive conversation and increase sales through top-tier media placements and customer engagement. I am responsible for business development, training/education, strategy and national media relations. I spend a lot of time working with our staff to make sure they understand new technologies and how they apply to PR, social media and content creation.

NNBW: How did you get into this profession?

Whitaker: I started working at a PR firm in college as well as being the A&E Editor of the Sagebrush at UNR and writing a weekly column for the Reno News & Review. I quickly discovered that PR was my passion and switched my emphasis from print journalism to public relations. I love to multi-task, think creatively and challenge myself. PR makes it possible to do all three every day.

NNBW: Your company has grown quite a bit in the past few years and picked up many clients. What's your secret?

Whitaker: A lot of marketing people spend a lot of time talking about what they are going to do, how they are going to do it and then billing clients for all those conversations. All projects begin with a solid plan, but at some point we need to stop planning and start working. We have really carved a niche focusing on how PR, expert positioning and social media can work together on a national level as well as a local level. We know how to create content and messaging that works in 140 Twitter characters, 500-character Facebook posts and 500-word media pitches. And we know how to turn those messages into stories that get covered in large national media outlets.

NNBW: What's the most important thing you have learned in your career?

Whitaker: The difference between a good story and a great story. And how to package, position and pitch both to the right people.

NNBW: What's changed about your job with the recession?

Whitaker: I opened my business during the middle of the recession so I don't know what it's like not to own a business during a recession.

NNBW: Have any advice for someone who wants to enter your profession?

Whitaker: The PR profession used to be very print/TV focused, but with all the new media the role of the PR person has taken on an entirely new form. We manage SEO campaigns, read and evaluate Google analytics, create social media campaigns, and tie it all back to PR. You need to know how to run an integrated marketing campaign to work in PR these days.

NNBW: What was your first job?

Whitaker: Parts runner at an auto supply store.

NNBW: Tell us about your dream job. Why aren't you working it?

Whitaker: I am living the dream!

NNBW: What are your favorite hobbies or pastimes? How do you spend your time away from work?

Whitaker: My husband and I love hot springs, camping and exploring rural Nevada. I am also very focused on my large (I am the oldest of eight) family and spending as much time with them as I can.

NNBW: What's the best advice anyone ever gave you?

Whitaker: The journalist is your client. Clients come and go, but as PR people we often work with the same journalist over and over again and we need to remember that.

NNBW: If you had enough money to retire right now, would you? Why or why not?

Whitaker: I don't think so. I love what I do and I look forward to work each day. I would probably work less and do more non-profit education and outreach.

NNBW: Why did you choose a career in northern Nevada? What do you like most about working/living here?

Whitaker: When I was VP at Lyman PR, a tech and lifestyle PR firm in the Bay Area, I could have lived anywhere but I always chose to stay in Nevada. I love the wide open spaces, blue skies and friendly people. Plus, I can get from my house to my office in 10 minutes every day huge bonus!

The basics:

Name: Abbi Whitaker, President of The Abbi Agency

How long have you been in this job? Four years

How long in the profession? 12 years

Education: BA in journalism from University of Nevada, Reno with an emphasis in public relations

Last book read? "Crazy Sexy Cancer" by Kris Carr

The best movie ever? Love Actually

What's on your iPod? Country and "radio rap"

Spouse, kids or pets? Ty Whitaker, my amazing husband and the man that keeps everything at The Abbi Agency running smoothly; Ever (4) and Eden (2); Jack the Lab; Lilly the Jack Russell; Carlos the lazy cat; and 10 chickens that freely roam around our yard.

Know someone whose perspective you want to share with NNBW readers? Send contact information to: rsabo@nnbw.biz or call (775) 850-2146.