“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: Sarah Glendening
What is your job title?
I am the Communications & Development Specialist at The Glasser/Schoenbaum Human Services Center.
In a few sentences, describe what you do.
Glasser/Schoenbaum is a nonprofit for nonprofits. My communications and development efforts involve keeping our 17 tenant partners connected, our community partners and donors engaged and informed, and fundraising to sustain the mission of our 5-acre campus.
How did you get to this point in your career?
I spent the first part of my life in entertainment. I was an actor and I produced interactive theater. I performed on Broadway, television, film, regional theater, cabarets, cast recordings, commercials – the whole gamut. But when I started a family, it was time to settle in one place! Switching tracks entirely, I began working at Glasser/Schoenbaum in 2017 in an administrative role focused on marketing and development. Since then, my role has expanded, and now I spend my full time on our branding and messaging, outreach, donor relations, grants, fundraising, and connection.
Do you tell people you work in ‘PR?’ Why or why not?
I do not, but that is changing! Coming from the entertainment world, I conflated PR with Publicity in the past. But of course, PR is so much more than that.
How would you describe an average public relations job?
Hm, what is average about public relations? The concept can take on so many different shapes and sizes. But in terms of job descriptions, I’m often amazed to see how an entire team can work together, each focusing on one aspect of their public relations program. It’s very powerful.
How is what you do different?
I’m a department of one – but I could never accomplish all I do without enormous support. Everyone on our team, from maintenance to board members, has a hand in the organization’s efforts for successful communications and development.
What do you wish more people inside your organization understood about what you do?
Communicating my professional needs is critical in making our PR program work, especially in defining expectations and achievable goals. I know my voice will be heard, and that makes all the difference in the world. The only thing I wish the people inside my organization knew is how much their contributions mean to me! I rely heavily on their input and support.
What do you wish more people outside your organization understood about what you do?
I am sometimes envious of cities where there are multiple nonprofit centers, and the general population is well-versed in the concept. There are only a handful of nonprofit centers in Florida, so our jumping-off point for messaging often starts with describing the benefits of the nonprofit center model. I would love to be able to skip that step so that I can go deeper into the work of our programs.
Speaking more generally about our profession, I wish more people understood the power of public relations. I think that this work sometimes takes a backseat when an organization is struggling, but I believe that integrating PR proportionally in all efforts is vital for success.
How has CWC-FPRA been a positive part of your professional development?
When I switched careers, it was all new to me: marketing, fundraising, human services, and learning about the Sarasota nonprofit landscape. My employer, who thankfully believes in professional development, supported my membership with FPRA. The education and friends I’ve made through FPRA continue to show me new ways I can help my organization grow. I’m grateful for FPRA every day.