Jasmine Castro-TorresJasmine is one of our Senior Account Managers who has been with 43PR for over 3 years. Currently, she oversees our clients LiveHive, PrivacyStar and Savor. In this interview, she shares her proudest moment here at 43 as well as valuable lessons learned along the way. What is favorite memory so far at 43? So far, I'd have to say any and all of our 43 holiday dinners because they never fail to bring us all together under the most unlikely circumstances. Truth be told, we've all become friends, so our work holiday parties are in some ways more fun than all the other kind of parties. I consider myself blessed to be around people I can work so hard with, and play too. What is your proudest moment so far at 43? I'd have to say picking up the New York Times paper on a Friday morning to see one of my client's CEO's front and center in the business section in Adam Bryant's Corner Office column. To know that was my work that hundreds of thousands of people get to read and be inspired by, well, it's the coolest feeling in the world. It sure as heck makes the "What did you do at work today?" question a pretty fun one to answer. What is the most rewarding about PR? That's easy. It's knowing that if you can manage five start-up clients at once and keep them happy, then you can do anything. The amount of patience, work ethic, communication skills and tenacity it takes to balance that and your personal life is astonishing. If you can do it, you will understand that feeling of everything else being a walk in the park. Bills? No problem, Roof leak? No problem. I mean really, everything else seems manageable. I'd also have to say setting a goal, for instance to get a client in the New York Times print, and making it happen. It's not about the compliments or recognition from peers, it's about you and what you're capable of bringing to the table. It's about your own personal sense of pride. What is one of the most valuable lessons you've learned from your experience in PR? The first thing that comes to mind is realizing the value of my relationships with the media. For so long I didn't think of it as a partnership, I just wanted coverage, coverage, coverage and I would pitch until I got it. Now I realize it truly is a partnership and we help the media just as much as they help us. Secondly, and maybe even more importantly, it's important to do your research and treat media with respect - i.e. never pitch them with something irrelevant to their beat. What amazes you most about technology?
The speed at which it advances. Since I've been here at 43PR, BlackBerry went from everything to nothing right before my eyes, and that's just one example. I also find the psychology of social media extremely fascinating - the way it's shaping our social behaviors and how children today are born right into it without any example of what things were like before. There's an entire department dedicated to studying the societal effects and mental effects of social media on the younger generations now at Stanford by the way. I guess my parents can say the same for me, but I still remember my family's first computer. It was a Compaq - HA! Seeing two year olds with iPads who know how to use them, it's incredible. If you had the chance to have a conversation with any journalist who would it be and why? Hunter S. Thompson...duh. Why? Because he's a total badass that's why. And of course because he's known for popularizing gonzo journalism which I'm a huge fan of. What are your hobbies? I have a lot of 50% hobbies. 50% hobbies is what I call hobbies that are short lived - they disappear and reappear whenever I feel the time is right. Some of my 50% hobbies include jewelry making, creative writing, cooking, yoga, dance and a bunch of DIY crafts. My 100% hobbies are soccer (I've played since I was 6), photography, piano (also played since I was 6), hiking and personal style. What's your favorite movie? Almost Famous. If I was stuck on an island and could only bring three things, two of them would be that movie and something to watch it on.
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