Greetings PRSA New Jersey! Here is our next PRSA NJ Member Spotlight to get to know our fellow chapter members. Each month, we randomly select a member to highlight. This month, we are featuring Mark Beal – author of the new book, ZEO: Introducing Gen Z, The New Generation Of Leaders.
Assistant Professor of Professional Practice, Communication
Rutgers School of Communication and Information
PRSA NJ member since September 2018
How did you get into the field of PR?
My first experience in public relations was in my sophomore year at Rutgers University when I interned in the sports media relations department in Rutgers Athletics. However, it was my summer internship at Mike Cohen Communications in New York between my junior and senior years that ignited my passion for public relations and served as the foundation for my 30+ year career in the industry.
What do you love most about PR?
Despite the consistent transformation and evolution of media platforms from newspapers, magazines, radio and television stations in the mid to late 1900s to TikTok, Instagram, YouTube and many other social and digital media channels today, at the core of effective public relations is compelling and engaging storytelling. Equally exciting today is that effective storytelling extends well beyond earned media to owned media, paid media and shared media. Public relations has more influence, reach and engagement today than it ever has.
What is one of your most valuable experiences in PR?
While I have had the privilege to lead the development and execution of integrated campaigns for category leading brands leveraging some of the world’s most prominent sports and entertainment properties including the Olympic Games, Super Bowl Halftime Show and The Rolling Stones, one of my most valuable experiences is consistently conducting and leveraging secondary and primary research to inform successful campaign development and execution. It’s one of the reasons why I have immersed myself in Generation Z since 2017 and authored four books focused on Gen Z including my just published book, ZEO: Introducing Gen Z, The New Generation Of Leaders.
What is the value of being a member of PRSA NJ?
One of my life and professional pillars is to “never stop learning.” As a member of PRSA New Jersey, I consistently have access to news, information and thought leadership authored by peers in the public relations industry that enable me to learn and evolve. As the public relations industry transforms each and every day, I have real-time access to critical insights and access to public relations professionals as a member of PRSA NJ that empowers me to evolve and innovate as the industry evolves.