{"id":4381,"date":"2013-10-29T23:05:42","date_gmt":"2013-10-30T03:05:42","guid":{"rendered":"http:\/\/progressions.prsa.org\/?p=4381"},"modified":"2018-08-28T12:45:16","modified_gmt":"2018-08-28T16:45:16","slug":"a-taste-of-pr-corporate-communication-to-consumers","status":"publish","type":"post","link":"https:\/\/progressions.prsa.org\/index.php\/2013\/10\/29\/a-taste-of-pr-corporate-communication-to-consumers\/","title":{"rendered":"A Taste of PR: Corporate Communication to Consumers [National Conference]"},"content":{"rendered":"
\"Photo<\/a>
Photo by Christina Riviere, Louisiana State University<\/figcaption><\/figure>\n

Editor\u2019s Note:\u00a0<\/strong>The PRSSA 2013 National Conference was in Philadelphia from October 25-29.\u00a0All National Conference posts can be found\u00a0here<\/a>.<\/em><\/p>\n

Arianna Stefanoni<\/a> knows that people love food. As communications manager at Pepperidge Farm<\/a>, she understands the connections that people of all ages have to the company\u2019s many products. Pepperidge Farm is a commercial bakery and maker of many iconic items, including Milano cookies and Goldfish crackers. In a session titled \u201cFrom Cookies to Crackers to Breakfast and Beyond: Learn an Insider\u2019s Take on Food PR,\u201d Stefanoni explained the food public relations industry.<\/p>\n

Stefanoni described Pepperidge Farm as being part of the unique class of corporations that are in the consumer product category. In this kind of corporation, public relations professionals must keep two publics\u2014customers and consumers\u2014in mind at all times. Customers are the national or regional stores\u2014like Wal-Mart, Target, Kroger, or Publix\u2014that buy the product directly from Pepperidge Farm. Consumers are the individuals who then buy and actually consume these products.<\/p>\n

While these things distinguish food PR from other industries, Stefanoni encouraged interested PRSSA members to look into the field even if they don\u2019t have this background.\u00a0 \u201cPR is PR,\u201d she said. \u201cDon\u2019t narrow yourself. If you are good, you will be able to transfer your skills and go anywhere in your career.\u201d<\/p>\n

In her role as communications manager, Stefanoni has a variety of obligations. She told attendees that she has media relations, internal relations, event, and corporate social responsibility duties. Her advice to students covered a broad range of PR knowledge. Here are the main tips she shared for all young PR pros:<\/p>\n