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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 Allan Schoenberg

January 4, 2011

Allan Schoenberg is director of corporate communications for CME Group, the world’s leading and most diverse derivatives marketplace. He previously worked in communication roles at Accenture, Edelman, Fleishman-Hillard and Michigan-based Eisbrenner Public Relations. This month, he moved to London to manage CME’s European and Asian communications.

Name:  Allan Schoenberg

Childhood ambition:
To play in the outfield for the Detroit Tigers

Current livelihood:
I help direct media relations, social media and issues management in the financial services industry.

What changed (i.e., how you became interested in public relations):
Two summer internships convinced me that communication is a powerful tool.

First public relations job:
A friend of the family had just retired from the communications department at Ford Motor Company and was freelancing.He needed help and gave me projects to work on.

What you know now that you wish you’d known then:
I wish I understood the value of building and maintaining long-term relationships.

Best piece of advice ever received:
My first job taught me a lot about taking pride in — and ownership of — my work.

Greatest professional accomplishment:
My first magazine cover story in 2004 — I’ve had five more since

If you weren’t in public relations, then you’d be:
An economist — that was my major in undergrad

Desired legacy:
Someone who took time to help connect people to each other

Make a “business case” for public relations:
The success of people and organizations can be closely tied to communication — what you say, when you say it and how you say it.


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