In honor of AdPR Week, we are profiling Grady College alumni who are using their Grady education in the creative industries they serve. They discuss their career paths and offer advice to current Grady students.
Melina Baetti, a 2007 public relations graduate, is a manager of brand and business communications at The Coca-Cola Company.
Grady College: What are some of your everyday duties?
Melina Baetti: My role on the Brand PR team, part of our larger External Affairs team in Coca-Cola North America Public Affairs & Communications, is to help tell and amplify the story of our brands through a variety of PR programs and initiatives. That comes to life in many different ways on a daily basis—some days I’m writing a press release and reviewing media/influencer lists to target for our next program launch, other days I’m responding to media calls about a particular brand-related issue, which means drafting a statement, getting internal alignment, and then sharing it with the journalist (as well as following up and tracking coverage). I work with a slew of different internal team members across our marketing/brand teams, content and social teams, legal department and many others. The work changes day-to-day, which keeps things interesting!
GC: How did you get your start?
MB: The summer between my junior and senior year I applied and was selected for a PR internship at Coca-Cola North America. The internship is only offered to Grady College PR students. I spent that summer learning the ins and outs of PR at one of the best known companies and brands in the world. I also met and networked with many people that helped me get my first jobs and additional career opportunities, and eventually found my way back to Coca-Cola after spending five years working at a PR agency abroad (in Paris, France).
GC: What skills did you learn at Grady that have helped you throughout your career?
MB: The classes I took at Grady taught me to hone my writing skills, do research before planning a program, and also the importance of having attention to detail. In addition, being inquisitive and creative and going beyond what was right in front of you to make campaigns—from messaging to design— to stand out and break through. Almost all of those elements are key in my work today, and though our industry is constantly changing, leaning on those skills while continuing to learn and change along with my work has helped make me successful.
GC: Is there any additional advice that you’d like to give?
MB: Take time to build relationships with people around you. It may not seem like some people are connected to your work or will help you in the immediate, but in the long run, people will remember how you interact with them and your genuine interest in them as a person. Take time for lunch or coffee, to meet new people and to get to know them beyond their work.
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September 25, 2017 Editor:
Stephanie Moreno, firstname.lastname@example.org