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On the Case With…

Each month, as part of “The Business Case for Public Relations,” PRSA asks an industry leader to reflect on his or her career and make a “business case” for public relations.

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On the Case with Carolina Noguera Binstadt

December 1, 2011

Carolina Noguera Binstadt is a vice president at Text 100 — a boutique, global PR agency — where she has spent the last 13 years of her career.

At Text 100, Binstadt is responsible for leading and coaching her teams and providing strategic communications counsel to her clients while helping grow the San Francisco office.

Name: Carolina Noguera Binstadt

Childhood ambition: To become a United Nations interpreter

Current livelihood: Vice president at Text 100

What changed (i.e., how you became interested in public relations): It happened by chance. I landed at my first job as a temp — the energy of the place was great and as I learned more about public relations, I became interested in giving it a try.

First public relations job: Account coordinator at Copithorne & Bellows Public Relations

What you know now that you wish you’d known then: In the agency world, you are not alone — there is a big team of people to help you develop and learn, so ask questions.

Best piece of advice you’ve ever received:  Follow your instincts. If it does not feel right, then it probably isn’t.
Greatest professional accomplishment:  Being part of the Text 100 team from the early stages and seeing it grow to what it is today, while having fun along the way

If you weren’t in public relations, you would be: An interpreter

Desired legacy: That I helped people grow and become successful PR professionals

Make a “business case” for public relations: Understanding constituencies and communicating with them through all the channels is becoming increasingly challenging, but critical. Public relations should be a strategic arm for any organization that values its employees, customers and partners.


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