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Elaine Soloway: PR Exec Flunks Retirement,
Becomes Award-Winning Memoirist 

Elaine Soloway has been a press aide for the mayor of Chicago, been published in the New York Times -- "I Was a 60-Something Gap Girl" -- and elsewhere, and had a flourishing public relations firm. Then she decided to hang it all up...but things didn't turn out as she expected.  

"I was flunking retirement, but couldn’t decide what to do next with my life.

"Self-help books, such as "What Do You Want To Do With the Rest of Your Life?" (Dorothy Canter) and "I Could Do Anything If I Only Knew What It Was" (Barbara Sher) helped a tad because they confirmed I wasn’t alone in my confusion.

"Inquiries into classes -- Spanish language, Web design, Teaching ESL, and Magazine Article Writing -- kept me temporarily busy but unconvinced they’d do the trick.

"Then it hit me. What if I went back to what I was doing before retirement, but did it better? I had been in public relations since 1977, working as an account executive in several small agencies; and as a press aide for the mayor of Chicago and the superintendent of schools, and finally, in my own home-based business.

"But in 1990, despite contented clients and presentable income, I gave it all up. A divorce after 30 years of marriage knocked me off center. Although the break-up should have spurred me to increase business, and prove to all I could make it on my own, I instead soothed myself by using my divorce settlement as support.

"Over the years, I made stabs at working, offering myself as a freelance writer to other PR and advertising firms who hired me at an hourly fee. This kept me busy, but not being in charge any more left a void.

"Fast forward eight years to a second marriage. My husband was ready to retire from his job and urged me to do the same wholeheartedly. A golfer, bowler, gardener, handyman, Tommy relished retirement. Me, with few hobbies and fewer housekeeping skills, and daughters and grandson living in other states, I was at loose ends.

"This brings us back to the beginning, to my public relations career, and a confession. When I hinted earlier I was going to do it better, this is what I meant: Although I was a success in PR years ago, there was one crucial part of the business I avoided -- media relations. I hated, nay in truth, was afraid, to call reporters and pitch stories. How, you may ask, was I able to do the job without this crucial component? I was a good writer, and issued news releases, letters to the editor, and pitch letters that were clearly-written, with correct spelling and complete details that prompted enough editors to print as is, or call me to book a client. Also, I managed to create a fair number of clever events that got media coverage just by sending out media alerts on news wires. And at different times, others that I worked with volunteered to handle the distasteful chore.

"Where did this fear of the media come from? I trace it to my years at the Mayor’s Office and the Superintendent of Schools where journalists covering City Hall and the Board of Education were aggressive, sometimes hostile, and rarely eager to hear pitches of our good programs. By the time I left both offices, I was gun shy.

"But I know now that if I really want to resurrect a PR career, I have to get past this fear and be adept at media relations. The steps I’ve been taking may help others who also want to return, new and improved, to a former career. Here are my suggestions:

• Specialize. Instead of targeting the whole industry, find a niche that’s a better fit for the new, mature you. In my case, I seek new business prospects from the non-profit world. I figure if I have a deserving client, it will be much easier to sell a story.
   
• Join professional associations where you can meet peers who will renew your enthusiasm for the field. Take continuing education workshops that can bring you up to speed on what you’ve missed.

• Find a creative way to attack your fear. For me, the goal is to build relationships with members of the media, so I look for luncheons, meetings, or conferences where reporters and editors are panelists. At these events, I introduce myself without pitching a story, but afterwards, I send a thank-you note to individual presenters reminding them of my clients and offering my help if ever needed. Also, when I spot a particularly good story, I send a complimentary note to the reporter. Again, no pitch, just a reminder and offer. These steps have helped me meet several journalists who offer advice or a willingness to pass on my information to colleagues.

• Read newly-published books in your field, visit on-line web sites that cover your industry, and review journal articles that offer advice and case studies.

• Talk to others about career hurdles they’ve faced. When I surveyed friends, most confessed to similar blocks and were happy to share their tips on overcoming fears. (Everyone hates cold calling. Don’t take rejection personally.)

• Script your follow-up phone calls. To prevent nervousness on follow-up calls, I write out a short message beforehand. Most of the time, I’m leaving these messages on voice mail, but occasionally reach a warm body. Either way, a prepared message gets better results.

Are these activities working? So far, I’m enjoying being back in a career that brought me great satisfaction, albeit some anxiety. Will I ever become the PR maven I’ve always dreamed I could be? Well, if you’re reading this, I’ve just scored a placement, and I’m on my way!"

Getting Started

Elaine Soloway Public Relations specializes in these areas: economic development, health care, education, social services, elderly issues, and housing. Read more about her, including The Division Street Princess, a Chicago Tribune Best Book of 2006, at http://thedivisionstreetprincess.blogspot.com/

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04/09/2007