Lisa has over 10 years of experience advising clients in the professional services sector on media strategy. She creates and packages thought leadership material into a format that will be of interest to key media targets in industries including retail, energy, law, technology, economic development and transportation. Current and former clients of Lisa’s include JLL, New Zealand Trade & Enterprise, MetLife, American Institute of CPAs and Maritz Research. Beyond public relations, Lisa is the firm’s resident Antipodean. To find out what that is, and to get to know Lisa better, check out her Q&A.
Q&A with Lisa Karel
How long have you been working in public relations?
I’ve worked in the industry for more than 10 years.
How would you describe working at a large public relations firm compared to one like Akrete?
I have worked at both relatively smaller agencies and at large organizations. In public relations, teams need to generate new content ideas consistently and execute quickly. By nature, large firms have more approval “layers” and bureaucracy so I’ve always enjoyed the entrepreneurial spirit and autonomy you get at a smaller shop.
What is a song to describe your work ethic?
When I’m pitching the media: “Hello” from Book of Mormon; When the media publishes a story that includes my client: “Applause” by Lady Gaga.
Syrian President, Bashar Al-Assad, but let me make it clear I do not admire him. I would love to get in his head and see how he can rationalize the continued suffering of his people while he and his wife live in luxury. Generally, I’m interested in how cognitive dissonance manifests itself in corrupt people who are actively hurting their constituents in an effort to gain/hold onto power.
What is your favorite part of working in public relations?
Not being hung up on by reporters! To minimize that, I take the client’s content and “package” it in a way that meets editor’s specific needs. Increasingly, that’s providing multimedia and visual content to drive reader clicks.
What do you do when you hit a creative block?
Writing, pitching or project management, I’ll go for a walk – which is now supported by science as a way to be more creative. For content generation, there is nothing like brainstorming with fellow Akrete professionals, who always help me look at content in a new way.
What piece of advice would you give to someone entering the public relations industry?
Find an industry that you are passionate about. You’ll have an inherent interest in promoting the company – and most importantly, will sound smart when you talk to reporters as you can credibly speak “from the trenches.”
What do you like to do in your spare time?
I have two young kids (3 and 6) so as all parents can attest, spare time is very spare! However, I have been able to work into my schedule going to the gym routinely and volunteering twice monthly at a local charity, HOPEHelps. One of my favorite activities is rollerblading. On weekends, you will find my husband and me on skates, with our kids close behind on their bikes.
What is your favorite book?
“Fairness and Freedom” by David Hackett Fischer. It compares and contrasts the history of New Zealand and the U.S.
What are three interesting facts about you?
I’m from New Zealand; I have lived in four states (currently Florida) and visited 35; and I proudly know all the words to Vanilla Ice’s “Ice Ice Baby”.
What is a quote that you live by?
“Our virtues and our failings are inseparable, like force and matter. When they separate, man is no more” –Nikola Tesla