PR Professional Interview

Public Relations Professional Interview

With Robert Napper

By: Andrew Hobbs

Introduction: Robert Napper is a Public Relations specialist with the state of Florida's largest family law firm, Ayo & Iken. Mr. Napper has an extensive background in both Journalism and Public Relations. 

1.  How did you get to where you are today?

Tenacity and refusing to quit even when it seems breaking into your field will never happen, and the belief that no job is beneath you in getting the experience needed to get ahead. I studied journalism and public relations at East Carolina University and started a career in journalism for a small community newspaper in Tampa. It was an excellent way for a young professional to cut his teeth. I then went on to write for larger papers such as the Tampa Tribune and Tampa Bay Times. My experience dealing with public relations professionals peaked my interest in that field and led me to seek employment in that area which landed me a position promoting the law firm of Ayo & Iken.  

2.  What advice would you give someone wanting to follow a similar path?

I have been successful in two fields – journalism and marketing/public relations – which are extremely competitive. Many people think, including myself as youngster, believe they are a naturally solid writers or persuaders, the two areas I believe are the most important to success in public relations, and that may be the case. But hard work and practice are still the avenues I think lead to lasting in very tough businesses.  

3.  What is your typical day like?

Writing and networking from the start of the day to finish. I spend my days               engaging the attorneys in our firm to discuss and point to the pressing legal issues of the day in order to come up with engaging marketing and writing to generate interest in Ayo & Iken attorneys and the firm’s website.

4.     What are the most important skills you use on a regular basis?

I believe that strong writing is the most important skill in which you should seek perfection. In these times of instant electronic gratification, there are fewer professionals with a strong grasp that writing remains a main way people communicate. A poorly written press release or email seeking to network will always land in two places: in somebody’s trash can or deleted email bin.

5.     What do you like most/least about your current position?

I love to communicate with new people and pick their brains about areas they may be experts in but I am not. I love that public relations and journalism are arenas where the learning curve is constant.

6.     Which professional or trade organizations do you recommend connecting with?

I really like the Public Relations Society of America. It provides a lot of avenues for contacts, job openings, and information on improving your grasp of public relations fundamentals.

7.     What do you read to stay current in your field?

I read several newspapers each day for the latest news and often business information that is relevant. I also read a lot of legal websites to gather information for my field.  

8.     What do you know now that you wish you would have known earlier in your career?

I wish in starting out I would have spent more time seeking internships and more experience early on, even if they are unpaid. Sometimes sacrificing for the short haul can mean long term professional experience and contacts that will open doors.

9.     What methods of communications do you use to reach the public and how are they effective?

Email, telephone, and in-person networking at things like trade shows or chamber functions are always my bread and butter. I think email is very effective in introducing yourself while giving someone time to not feel pressured and decide on what you are offering is for them. With that said, email can also be a way to get your ideas or services in front of someone numerous times without being abrasive.

10. How has your public relations practice affected the reputation of the organization and/or clients?

I think my work for Ayo & Iken is making its public presence one of professionalism online and creating content that is different then anything in the legal market for people to consume, learn about our attorneys, and hopefully hire the firm.