Member Spotlight with Daphne Mack
Monday, June 22, 2020
Posted by: Lori Sales Cutler
Public Relations Manager
National Multiple Sclerosis Society
PRSA-NY Member since 2018
How did you get into the PR industry?
I got into the PR industry after realizing that being a beat reporter for a daily newspaper was not my passion. Bored with chasing stories and listening to police scanners, I shared my resume with friends and asked them to start looking out for opportunities for me. It was one of my sorority sisters who told me about a PR associate position, with a national non-profit. It piqued my interest because I could still use my journalism skills in the work. I interviewed, got the position, and have been a pitching maven ever since.
What is your favorite PR experience?
I have many, but one of my favorite PR experiences happened in 2018 when Caris LeVert, of the Brooklyn Nets, participated in Walk MS NYC 2018 with his family, a few teammates and even the Brooklyn Nets head coach. Caris has a personal connection to multiple sclerosis through his mother who has lived with the disease for 13 years. As many of us in PR know, working with high profile individuals is unique, multi-layered and often not in alignment with the timeframe of the media. But I welcome challenges. In partnership with his management team Roc Nation, and Brooklyn Nets leadership, I coordinated with two seperate PR teams, videographers and social media. From beginning to end, it was a four-month effort with numerous conference calls, emails and a lengthy media pitch approval chain. The end result was day of coverage from several local TV stations, and pick up by nba.com: https://www.nba.com/nets/news/2018/04/17/caris-levert-joins-walk-ms
I continue to cultivate this relationship which I hope is a lengthy one.
What do you love about PR?
What I love about PR is how it allows me to be a storyteller. Working for the National MS Society, I have the honor to share the stories of some amazing individuals who are striving to live their best lives while living with a disease that is trying to stop them. They allow me to use my journalism background to pitch a short, compelling story about them, that I, in turn, try to have heard by a larger audience to help amplify their voice.
Why is PRSA-NY membership so valuable?
I actually became affiliated with this organization when I was in college and joined PRSSA. Even then, I knew the importance of membership with reputable organizations. Today, as a seasoned professional, I experience PR as being fluid and constantly changing which is why being a member of PRSA-NY is vital to me maintaining excellence in my work. The information shared and perspectives gained through this group are exactly what I need, and value to remain current, always learning, and inspired.