Vicki Aversa left her job as public relations director of the National Aquarium in 1996 to go into business for herself, and as the head of Aversa Communications now boasts clients in a variety of fields, including the Hyatt Regency Baltimore, Daedalus Books & Music Belvedere Square and Nouveau Contemporary Goods. She began her career in public relations at Goucher College.
Q What is the most important thing you learned coming into this job?
A Every client or project involves a new challenge, but some things remain the same ? the need to work with integrity, to deal with people honestly and to treat others as you would like to be treated. Also, if you like to work independently, have strong technical and communications skills, and an entrepreneurial spirit, you can succeed in running a business.
Q What is the project you are most proud of?
A In my prior life, I?m proud of helping put the Aquarium on the map as a conservation organization as well as tourist destination. It was great fun to generate media opportunities for the Aquarium, such as getting the Aquarium?s curator on the David Letterman show. Telling the story of saving Inky, the pygmy sperm whale, was meaningful. Now, I?m proud of developing effective public relations strategies and producing results for my clients, whether they are in tourism, hospitality, retail or other fields.
Q What is the hardest part of your job?
A Knowing that a client has a good story to tell but that, because of space or staffing limitations at a media outlet, it won?t be published oraired. That makes me all the more grateful when a journalist or photographer is able to cover a story.
Q What are your future goals for the company?
A My goals are to continue to find and serve clients whose work or projects I believe in ? and to grow my business in a small, but strategic, way. I would like to find new ways to use public relations to make a difference.
