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Member Spotlight: Carlet Cleare

In this member spotlight, we are happy to highlight Carlet Cleare, Press Officer for the City of Rochester. In her current role, Carlet is responsible for building and maintaining good contacts and relationships with local media; receiving and responding to their inquiries either via statement or coordination of interviews with the Mayor or subject matter experts. She was also the 2023 PRSA Rochester Rising Star award winner. Let's learn more about Carlet.

How did you get started in the PR industry? 

After 10 years of working in journalism, I entered the Public Relations industry. It was a career path that I did not anticipate becoming a part of my story, but here it is! 

Five years ago, I became discouraged by the direction of the news industry, which led to self-reflection and a difficult decision to make. After speaking with several former reporters and anchors—who left the news business and took Communications gigs, I decided to take the leap of faith and not renew my contract at my station. Now mind you, I did not have another job lined up, which was very uncharacteristic of me, however, I knew my time at the station had come to close and God would make a way.

At the beginning of 2019, a began a new life as a professional communicator at the City of Rochester in its Bureau of Communications and Special Events. It was a quality decision; and truthfully, an answer to a secret prayer: the desire to raise awareness and tell the stories of all the amazingly positive impacts that local organizations, businesses, and community members make each day. In my role as Press Officer, I can do just that!

Can you share a bit about your current role as the Press Officer for the City of Rochester?

I must say, being the Press Officer for the City of Rochester is awfully rewarding. Part of the job is to prepare executives and City leaders for interviews through media training—with the Bureau’s Communications Director—and one-on-one coaching. In addition, I plan, organize and coordinate press conference and campaigns; write speeches, news releases, and copy for brochures, flyers, social posts, webpages, as well as craft, edit and voice radio scripts for media buys.

As a communications liaison to a couple City Departments/Offices, I will creatively pitch relevant and positive story ideas to newsrooms and reporters that demonstrate the important work that City employees do each day for city families. Sometimes it’s hard to break through the negativity, but Rochester has a million and one positive stories, and it’s my job to highlight to find a way to tell them! 

This job also requires vigilantly, monitoring social media, news sites and trends to correct inaccuracies, and fight for fair and balanced news copy and reports, as well as agility—being able to switch directions to handle crises.  

Why did you become a member of PRSA Rochester?

I became a member of PRSA Rochester because I had a desire to hone my communications skills and to get to know and learn from other seasoned Public Relations professionals. I’m one of those people who loves to challenge myself and grow, and what better way to do that than by joining this group! I also joined in hopes of, eventually, serving within the organization in some capacity. 

What benefits have you received as a member of PRSA Rochester?

As a member of PRSA Rochester, I have gained significant insights into our industry. I’ve enjoyed the professional development and networking opportunities that the organization provides its members. Attending the panel discussions has strengthened my knowledge and understanding of the importance that communications plays in the industries where we work. PRSA Rochester has also been a great space to meet people and make connections; share your experiences and hear from others. I see it as “iron sharpening iron.”

When preparing for a media interview, how do you coach executives or spokespeople to handle tough questions while staying on message?

When coaching city leaders and subject matter experts, first, we tell them to respond to questions rather than simply answer them. A response is more thoughtful and strategic. We ask them to write three key messages that they want to convey to the reporter/community in the interview. Then, jot down what hard questions could be asked of you. Once they’ve done that, we go over the responses to the potentially tough questions and how to bring the conversation back to your key messages. I share bridges that they can use to refocus the conversation back to their key messages such as “What’s most important to note is…,” Let me put this into perspective…,” or “What this means is….” When interviewing, we encourage leaders to be honest and transparent, and to step back and provide the big picture as it relates to the City’s priorities and values. We also want them to think about how they are coming into the interview, what emotions or feelings they are having (is it a bad day?) about media or the topic. Breathe. Focus. And go into the interview with your best self. 

Are there any hobbies or passions outside of work that you enjoy and feel contribute to your success in your job?

I am part of Zeta Phi Beta Sorority, Inc. and serve as the Vice Secretary and Historian for my chapter. As Historian, I chronicle the history and events of the chapter and send out quarterly newsletters highlighting the work of the organization through articles, images, and graphics. Participating in the organization also includes networking, supporting and coordinating events. 

I also have been a master barber for the past 28 years and take a few clients a week. In this capacity, I get to listen and learn what’s going well in Rochester and what could be improved. I’m also able to bring perspective to them, as well as provide insight at work. 

How do you maintain a healthy work-life balance in such a fast-paced industry?

This remains a challenge for me because I love what I do! I work hard at creating healthy boundaries (that I don’t always keep!) and sticking with them. My father always says (and I believe he got it from the 1970s Honey Cone song), “One monkey don’t stop no show.” In other words, your health and well-being are most important; take care of yourself because “the show”—work—will go on. So, I make every effort to schedule a time to have fun with friends and family—to laugh, hang out and play games, go to conferences, etc. just to enjoy life while we have it. Sitting quietly for 10-15 minutes a day without my phone, exercising several times a week, and eating a balanced diet are also ways that I try maintaining a healthy work-life balance. Sometimes you must unplug! I find that it not only contributes to my overall health and wellbeing, but it increases my productivity and my passion for this work.

What's a surprising fact about you that most people wouldn't know?

One surprising fact about me is that I have traveled to Barbados for a ballroom dancing competition with Arthur Murray Dance Centers, placing in all my respective areas.