• PRSA Phoenix

Membership Spotlight | Cassidy Landaker


Cassidy Landaker

Job/Position: Junior PR Account Executive


Company: Serendipit Consulting


Education/Degree: Bachelor of Arts in Journalism and Mass Communications from the Walter Cronkite School of Journalism at Arizona State University


Years as a PRSA Member: 1


What attracted you to public relations and communications? I am a strong believer that everyone has a story to tell and I wanted to be able to help tell those stories. Originally, I was a broadcast journalism major and thought that I would tell the stories of others that way, that was until I was introduced to public relations. With public relations, there was much more strategy and planning behind how to tell a story that really drew me in. Plus, there are so many different career avenues that public relations and communications can take you down!


What do you wish you had known when you had started in PR/communications? That not every single story idea you send out, no matter how good you may think it is or how much time you spent searching the appropriate contacts to send to, is going to get picked up. There were a few times at the beginning of my career that I found myself discouraged because I was so sure I had that story angle that was going to bring mega press for the client! But what I did learn was how to tweak and improve upon those ideas to then generate that mega press later on down the line.


What's the best part of your job? To me, the best part of my job is all of the people I am able to meet and connect with! Whether that is journalists, other PR professionals, public figures, or business owners I love being able to connect with others.


What's the toughest lesson you learned on the job? Television waits for no one! I'll never forget we missed out on a prime segment spot because we were unable to get everything coordinated with a client quick enough and the producer booked with someone else.


How has PRSA helped you in your career? Or what are the advantages of being a PRSA member? The advantages of being a PRSA member are all of the seminars, webinars, lunch and learns, programs and conferences PRSA organizes. I believe you can never stop learning and growing in this profession and all of what is offered in PRSA is an aid in that. I'm also a part of the New Pros Mentorship Program where I was connected with a PRSA member who serves as my mentor and I attend the seminars and sessions with. My mentor, Leigh Dow, has been a huge advantage to me because she provides extra support and advice to help me excel.


What’s your go-to snack/food when you’re feeling the stress? Goldfish crackers! They have been my go-to stress snack since college.


How do you balance personal and work life? I'm a strong believer in not bringing your work life home with you. Granted, that's not always an option in this profession because a crisis can arise, you have an urgent interview request, or something comes up that needs your immediate attention. I always try to unplug and do things I enjoy to relax at the end of the workday to start the next refreshed, renewed, and ready to take on a new day!


If you could have dinner with any living person, who would it be and what would be the first question you’d ask? Kris Jenner and I would ask her "How do you do it?" That family breeds crisis, scandal, and mega press. As someone who loves crisis, high-energy situations and would one day like to dabble in publicity and management, I want to know all of her secrets! Granted the family has other publicists, she is their OG manager that sold America on her family.


Instagram handle: @cassidykristine