Elasticity's Jason Michael on Public Relations and Being on Mute
Aaron Perlut | Partner

Jason Michael, Elasticity’s new SVP of public relations, was recently interviewed by Ted Kitterman of Ragan’s PR Daily about his life, career and outlook. Here’s a snapshot of the interview:

Q: What’s the first thing you do every day when you wake up?

A: This isn’t recommended to anyone reading this but I check my email before getting out of bed. I need to have Inbox Zero before I start my day so then I can enjoy the first of many cups of coffee with an idea of how my morning is looking.

Q: Who is the most important person you talk to every day?

A: My kids. Work can be stressful and make you feel like you’re carrying the weight of the world or a client’s success on your back. Hearing from your kids that they can taste the difference between each color of Fruit Loops brings you back to sanity.

Q: When do you plan to go back into the office? Do you want to go back?

A: No plans are set in stone but if I never went back I’d be a happy man. Clients don’t want to know you’re only available from open to close, so why schedule your day around an open and closed concept? Plus my kids have better snacks than the office.

Q: What’s a new tool you have discovered that you just can’t live without?

A: After the last 18 months, the best tool that has helped me with my job is Headspace. When you’re married with kids and in PR, there’s never a time when someone doesn’t need something from you. Clearing your head and getting back to neutral helps you give your best at home and for your clients.

Q: What was your favorite work memory from the past year?

A: Other than working in gym shorts? It has to be working with this company called Ibotta and helping them launch a program that gave every family in America a free Thanksgiving meal. We helped feed more than 3M people. Seeing brands leverage their resources to help their users and community was a nice reminder of the power of PR and how it can literally change lives for the better. But really it was gym shorts.

Q: What has been the biggest “lesson learned” from 2020?

A: That I’m on mute.

Q: What’s your No.1 message to clients, co-workers or employees for 2021?

A: Don’t worry about it. You’re doing great.

Q: What makes you hopeful about the future of PR?

A: Just the non-stop demand for content and storytelling. We went nuts for Clubhouse, which was just the radio in a member’s only jacket. And not a day goes by where I don’t see a new reporter introducing themselves on Twitter, eager to make new connections. There are so many unique voices out there with a story to tell and some incredible reporters ready to help them do it. We’re the lucky ones who get to make that happen.

Aaron Perlut
Aaron Perlut is a cofounding partner of Elasticity with some 30 years of diverse experience in journalism, public relations and digital marketing. He is a former senior reputation management counselor at Omnicom-company FleishmanHillard, as well as a communications executive for two of the nation's largest energy companies. Throughout his career, Perlut has counseled a range of organizations---Fortune 500s, state governments, professional sports franchises, economic development authorities, well-funded startups and large non-profits---helping manage reputation and market brands across diverse channels in an evolving media environment.
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