“My PR Perspective” is a series of blog posts where we ask our chapter members to give us their different perspectives of the PR profession.
Name: Debbie Mason, APR, CPRC
What is your job title?
President, Tidewell Foundation and Executive Vice President of Tidewell Hospice and Stratum Health System.
In a few sentences, describe what you do.
I have dual roles in our organization, which is among the largest not-for-profit hospice healthcare systems in the nation. First role is serving as president of our Tidewell Foundation, responsible for leading teams that produce all non-patient revenue, including cash and in-kind donations to our system, legacy giving, and oversight of our thrift stores. Second role, overseeing strategic planning and marketing communications for our healthcare system.
How did you get to this point in your career?
Serendipity, being open to change, constant learning and challenging myself to demonstrate professionalism through earning credentials, learning how to manage businesses goals and people. And, most of all, being willing to sometimes take one step “back” in title to take five steps forward later in responsibility, challenge and compensation.
Do you tell people you work in ‘PR?’ Why or why not?
I describe myself as an executive leader in a not-for-profit healthcare system. My role includes senior leadership for the public relations and marketing function and team, as well as several others. All have equal weight in my role. I certainly do describe myself as a communicator at heart and acknowledge that my profession in public relations was the launching pad for the broader success that followed. I use those skills every day.
How would you describe an average public relations job?
Executing research, planning and evaluation of a broad array of strategies, including communications with stakeholders, publicity, advocacy, brand, customer service, and more. What I love about our profession is that you get to decide if you want to be a generalist doing a little bit of everything or a specialist in one area of our profession. Go wide, or deep? The world’s doors are open for both options – you simply have to decide.
How is what you do different?
Our marketing communications team certainly performs the broad array of the public relations functions. Also, in my personal job, on the Foundation side, because we raise millions of dollars each year to support our not-for-profit mission, not only are we informing people, we need to inspire people – to connect with us and achieve their philanthropic goals in partnership with us. On the healthcare system-wide side, facilitating strategic planning is likely a difference from what some peers execute. And, of course, overseeing marketing communications for all our not-for-profit business units, and not just one organization might be different from some of my peer colleagues, too.
What do you wish more people inside your organization understood about what you do?
That giving us more lead time will create a much more effective outcome – whether it be internal or external communications or philanthropic investments to grow the system’s charitable services to patients, families and community.
What do you wish more people outside your organization understood about what you do?
Hmm. I think we still have opportunity to explain the importance of demonstrating professionalism and why the credentials of our profession are so important. Many still don’t know why those matter.
How has CWC-FPRA been a positive part of your professional development?
I’ve been attending FPRA and PRSA chapter gatherings, learning and growing since I was an undergraduate at the University of Florida. I treasure the relationships, learning, connectivity and professionalism that our organizations provide. The more you get involved, the more you gain. I can’t wait for the pandemic to end so I can connect in person with all the great colleagues in our area!
If you would like to be featured in a future profile, please email us at info@cwcfpra.com.