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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.

More from “On the Case With…”

On the Case with Yanique Woodall

January 31, 2012

Yanique Woodall is vice president, enterprise public relations, 1-800-FLOWERS.COM, Inc. She leads the PR strategy and execution for business-to-business and trade-focused programs, is responsible for global reputation management strategy and serves as the senior communications adviser to C-level executives. Previously, she worked for Avon Products, and was senior manager, corporate communications group, Fujifilm, USA. Since 2003, Woodall has been an adjunct assistant professor at Hofstra University’s School of Communications in Hempstead, N.Y.

Woodall says that, especially during the Valentine’s Day season, it is important for the 1-800-FLOWERS team to “continue to tap online and offline tactics to engage our customers and inform them of the many ways we can help them deliver a smile to their loved ones throughout the season and beyond.”

Name: Yanique Woodall

Childhood ambition:
I dreamed to be in front of the camera communicating the day’s news as an anchor for CNN or FOX 5’s “Good Day New York.”

Current livelihood:
Vice president, enterprise public relations, 1-800-FLOWERS.COM, INC., and assistant adjunct professor of communications, Hofstra University and George Washington University

What changed (i.e., how you became interested in public relations):
After studying public relations at Hofstra’s School of Communications, I realized that PR professionals stand tall behind their clients. I wanted to develop and be a part of the communications strategy that was going to move my clients closer to their targeted audiences.

First public relations job:
Rachel Litner Associates Public Relations Firm

What you know now that you wish you’d known then:
A dual major in law and public relations is beneficial for professionals in corporate and international communications.

Best piece of advice you’ve ever received:
Trust your instinct. If it does not seem right, then don’t do it.

Greatest professional accomplishment:
For nearly 10 years, I have had the opportunity to teach and mentor college students who have blossomed into great PR professionals and colleagues. In this way, I believe that I have contributed to the PR profession.

If you weren’t in public relations, you would be:
A lawyer — specializing in litigation

Desired legacy:
A phenomenal “Mommy,” great wife, passionate teacher and valued colleague

Make a “business case” for public relations:
We understand the importance of public relations across all business functions, from strategic planning and operational management to advertising and marketing. Fortunately, for our profession, as corporations look to increase trust and relevancy with their constituents, the communications landscape is evolving — and public relations is emerging as a strategic function.


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