Written by The Business Journal Staff
Education: Bachelor’s in Mass Communication from California State University, Fresno: (2003) & Masters in Strategic Communications from National University (2013)
Family: Jimmy Sisson (Husband for seven years) Brien White (Son), Ryan Sisson (Step-son), expecting a baby girl in October.
Tell us about your career path up to Artistic Communications, Leticia.
I fell into public relations. My goal was to become a feature writer, either freelance or for a major magazine. When I applied to my first “grown up” job it was advertised as a writing position but when I went to the interview, I was told it was actually for a public relations coordinator. When I was asked about writing press releases, my response was “well I have seen numerous ones in the newsroom I interned at during my senior year.” Needless to say, my future boss saw something in me and offered me the position. It was the best thing that could have happened to me, as this was my starting point in PR. I found I had a special knack for this career and even though writing is still my passion, I have a fondness for public relations and cannot see myself doing anything else.
Your based in Idaho, but have many local clients. How does that work, Leticia?
All I have to say is thank goodness for technology! It helps my husband is an I.T. specialist, so we try to ensure I have the latest tools to ensure my client’s success. I try to make it down to Fresno when possible, as I do like to be present for client’s events. However, with email and Wi-Fi readily available I am a powerhouse not locked down in a regular office. In fact, as I answer these questions we are at a Reno Starbucks heading back to Idaho from a trip to Fresno.
Who are some noteworthy local clients of yours, Leticia?
Great American Car Wash has been a long time client, and I also provide some side PR work for Summers Media Group (where my PR career began!).
What are business owners looking for these days when it comes to public relations services, Leticia?
I believe they are looking for unique ways to get their name out and to be remembered by the community they reside in. I always tell clients there is no magic formula in existence that will guarantee any sort of coverage when it comes to public relations. However, with consistent communication handled correctly to the various forms of media out there, they will establish themselves as experts and you never know when your phone will ring with a reporter on the other end wanting to do a profile on you.
How has social media changed your industry, Leticia?
Social Media has provided us a faster way to release information to the public. It has not impacted us negatively but given us another tool in our publicity toolbox. With social media, it has added a bit more work, but by educating clients on the importance of monitoring their social media even the bad posts can turn into good ones.
What is the best advice you ever received?
Do not take no for an answer!
What was your very first job and what did you learn from it, Leticia?
My very first job was in college working at a McDonald’s in Fresno. This was my first experience in customer service, and I learned what it meant to act professionally and ensure I represented what the company stood for. Much like how I represent my clients now. When I call media I am an extension of them and ensure, the correct people are interviewed. You never know I am someone’s publicist unless I tell you.
What are your roots in the Central Valley, Leticia?
My mom’s family is originally from Fresno. I was born in the Bay Area, and my family moved to Texas for some time. I eventually moved back to California to attend college. Circumstances changed my planned college path, and I was fortunate to attend and complete my Bachelor’s Degree at Fresno State. I remained in Fresno until 2009 when my family made the move to Idaho due to the bad economy. I am excited to say though that we are in the process of moving back to Fresno! We hope to be back no later than spring of 2015.