Member Spotlight

Alfredo Richard

SVP, Communications and Talent Development

Telemundo Media

PERSONAL

1.  What schools did you attend and what was your major? 

I earned my bachelors degree in business management at the Universidad Catolica de Chile in Santiago, Chile.  Then I earned my master’s degree in mass communication with a minor in marketing at Florida International University here in Miami, FL.

2.     Did you always know that you wanted to work in PR? If not, how did you become involved in the industry? 

No.  As a matter of fact, when I was studying business I didn’t even know public relations existed.  Although my passion was always marketing, I was not aware there was a profession in public relations.  It was only when I was debating what field I should focus for my graduate degree that I discovered public relations and strategic communications as a career option. It was as if I had discovered the solution to all my problems.  While studying business I was always very interested in journalism and even considered pursuing a double major.  Since I was young I had always been good with numbers and the business world made a lot of sense to me, but I also had an interest in the social sciences and the power of media.  In any case, once I discovered public relations it was clear to me that it was the profession that best fit my skills and personal interests.

3.     What are your leisure pursuits, hobbies, interests? 

I love music, art and being outdoors.  On my free time, my wife and I spend time listening to new artists and going to live music performances.  Many of my friends are artists and I love to go to gallery openings and, when Art Basel comes to Miami, I love to go to exhibits and see art from around the world.  Lastly, I have a passion for being outdoors and interact as much possible with nature.  Last year I fullfiled one of my dreams when I climbed Mt. Kilimanjaro in Africa in what became one of the most amazing experiences of my life.

4.     Are you involved with any other organizations that you find fulfilling? 

Although not as much as I used to, Big Brothers Big Sisters is an organization that I like to support.  Having been a “big” back in the 90s, I will never forget how fulfilling it was to mentor a young kid and see how they blossom right in front of your own eyes.  Now I feel really proud as my “little” graduated from college and will face the challenges of life in a much better position. 

PROFESSIONAL

1.     What was your first job in the industry? 

I was account executive at Burson Marsteller Latin America at their Miami office in 1992.

2.     What do you find to be the most exciting aspect of your current position?

At a tactical level, believe it or not, I still get excited when we’re able to generate a big story in an influential media outlet.  At a more strategic level, I really enjoy when, after months of focused and hard work, we are able to generate a desired perception in a particular audience, be it the advertising community or influentials in Washington DC.  I can tell when everyone is talking about our company or something we have done and the “buzz” is out there.  Lastly, I still enjoy very much going out to consumer events and seeing the passion and enthusiasm of fans when they get a chance to see the stars they love and enjoy the music or content we provide.

3.     What are your major challenges? 

I think some of the major challenges in this profession come form the “human element” that is intrinsic to what we do.  You can have a great plan laid out in paper, but when it comes to execution you have to be able to influence and manage people to deliver the results you are looking for.  That means dealing with high-level executives or on-air talent, empowering and motivating a team of communications professionals, becoming a credible source for reporters, editors and bloggers.  The success of your communication efforts will depend on your ability to build and leverage relationships with other people and that is still largely an art, more than a science.

4.     What is your proudest achievement in your professional career? 

One of the proudest moments of my career was when we launched Telemundo’s “Hazte Contar” Census campaign at the National Press Club in DC in 2009.  I never imagined I would be holding a press conference at the National Press Club for such an important cause for US Hispanics. 

5.      Where do you see the PR industry in 5 years? 

I see our profession gaining in respect and power at the highest executive levels in corporate America.  In an increasingly crowded environment, I see public relations playing a growing role in strategic decision-making in particular when it comes to dealing with consumers’ trust and brand loyalty and with corporate reputation.  I see social media fully integrated into our function and I see PR professionals participating in a larger way in a dialogue with end consumers as well as with digital influencers and established media.

6.     What is your ultimate career goal?

I would like to become a trusted partner and counselor to the leader of a large media organization with the ability to truly impact people’s lives in a positive way.

7.     Any advice for PRSSA members/emerging professionals? 

 Yes! Focus on strengthening your writing skills, become a student of media and work on developing relationships with key teachers and reporters. Lastly, make sure you intern as much as you can…you have to get the work experience even before you graduate!