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Member Spotlight: Bob Finnerty

In this member spotlight, we're highlighting Bob Finnerty, Chief Communications Officer at the Rochester Institute of Technology (RIT). In his current role, he is responsible for promoting and protecting RIT’s reputation via paid, earned, owned, and shared media as well as advising the RIT president and administrative team on internal and external communications in a multitude of areas, including public relations. Bob has also been an active member of PRSA Rochester for over 20 years. Let's learn more about him in the interview below.

As the Chief Communications Officer, tell us about a typical workday.

When you are in communications and public relations, there is never a typical day or dull moment. It can be like working at fast-food chain at the busy lunch or dinner hour. One minute, you are talking with an academic dean about a scientific or technical discovery, and the next minute you are talking with the Athletic Director about how to promote a big game. It can get mundane if you simply just respond to emails or go to meetings all day. I like to walk the RIT campus to pick up the vibe and energy from the students. That’s what is special about working in higher education.

What are you most excited about for this school year?

We have so many new projects on campus. But the biggest is the Student Hall for Exploration and Development, or what we simply call the SHED. A complex of 220,000 gross square feet, this is the largest construction project in RIT history since we moved the campus from downtown Rochester to Henrietta in 1968. The SHED showcases technology, the arts, and design at RIT. This creative hub includes the Brooks H. Bower Maker Showcase, the Sklarsky Glass Box Theater, and music and dance studios. The SHED’s focus on hands-on learning extends to 27 new classrooms — five extra-large learning spaces designed for active learning and 22 regular-sized flexible classrooms in the totally renovated Wallace Library. The SHED has completely changed the flow and energy of the RIT campus.

What role do you think analytics plays in the field of public relations/communications, especially for schools and universities?

Very big and will only get bigger. We have worked hard to infuse a culture of analytics with our communications team that complements what our marketing colleagues do with marketing intelligence. Social media is one area that we both share in our Division of Marketing and Communications. We are also putting a larger emphasis on “owned media” and “earned media.” With “owned media”, we want to see what stories we are publishing resonate best with our stakeholders. This helps in terms of where to place our resources and overall efforts. We also use analytics to measure if our key brand messages are registering and aligning in our stories and audience perceptions of RIT. More intel allows you to be more strategic. Having said all that about analytics (consider it science), you also must factor in good old-fashioned news judgment and experience (consider it the art, creative side). A good story is a good story is a good story. Don’t overthink it!

When did you first join the PRSA Rochester chapter?

In the early 2000s when I joined RIT, after 13 years at the Rochester Democrat and Chronicle as a reporter and editor.

What’s the value of becoming a PRSA Rochester member?

The networking. It’s great to meet fellow PR folks from various fields and industries that range from corporate to agencies to the non-profit world. It is always good to pick up tips from others who come at it from different angles.

Can you share any long-term perspective on where you think the industry of public relations is headed?

The long-term outlook for Public Relations is extremely positive. Organizations need strong communicators, strong storytellers, and critical thinkers. We are now entering a world of Artificial Intelligence (AI), and I think that even bodes well for our profession for all the reasons cited above. Ultimately, PR is the voice and conscience of an organization.

What’s the best piece of advice you’ve ever received?

In terms of professional advice, I once was reminded by an HR executive that no one’s career is a straight upward trajectory. There will be ebbs and flows throughout a career. You must lean into continuous learning as industries and the world continue to change at a rapid pace. I was also told don’t be afraid to let a ball drop if you are juggling too much. At the end of the day, what we work on is rarely a life and death situation.

Outside of PRSA and your work at RIT, what do you like to do in your free time?

Spend time outdoors. Nothing clears your head like being outside in nature. We are blessed to be in the Finger Lakes region where there is so much to see and do. Even in the winter, this region has a unique beauty.