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Member Spotlight: Charla Kucko

For this Member Spotlight, we’re featuring Charla Kucko. Charla currently serves as a Senior PR Counselor for McDougall Communications, bringing over three decades of experience to the team. She also volunteers with PRSA Rochester on the membership committee. Let’s learn more in her interview below.

Tell us about your role and responsibilities at McDougall Communications. 

I lead the education and nonprofit arm of the business, and collaborate with clients in a variety of other industries such as financial services/banking, health care/optometry/ medical device, senior living/retirement communities and local/regional municipalities, among others. We help our clients—large and small, global and local—to achieve their business objectives through strategic communications. McDougall provides a full range of services including crisis communications/issues management, media relations, media training, event management, social and digital media, and much more.

You have experience as a news reporter at 13 WHAM News (previously WOKR-TV 13, local ABC affiliate). How did that background help you in the transition of being in public relations?

Being a TV news reporter and anchor has helped me tremendously in my public relations career. Knowing firsthand how a newsroom operates, what is (and isn’t) newsworthy, and how journalists prefer to be approached on story pitches and potential interviews is invaluable. The extensive network of contacts made during my TV news years has been a real advantage.

What were some of your fondest moments as a reporter?

The most memorable moments were spent getting to know people and tell their stories. I was fortunate to work with and learn from Channel 13 TV news veterans Dick Burt, Don Alhart, Wanda Miller, and Bill Peterson. They taught me so much about broadcasting and storytelling, especially that work can also be fun! There was a lot of laughter in the newsroom back then and those moments are some of my fondest memories as a reporter.

When did you become a PRSA member and how has it made a difference in your career?

I became a PRSA member after joining McDougall Communications six years ago. It has been a wonderful, enriching experience. Mike and the McDougall team encouraged me to pursue an APR and I’m proud to have earned my professional accreditation in public relations during my time here. It has made me a better communicator and provided a talented network of PR professionals—including many friends and former colleagues—to share best practices and spend time with at PRSA events. I joined the Membership committee and actively work to recruit new members.

What do you enjoy most about your career in public relations?

Storytelling is at the heart of what I do. I enjoy helping people and organizations achieve their business goals through strategic communications. Becoming an integral part of their team and collaborating to achieve a goal using all the communications skills acquired during my career—then seeing the delight on their faces when we’ve accomplished what we set out to do—that’s what I enjoy most about public relations. 

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

“Promote something you’re passionate about.” I chose education because it’s something I truly believe in. Education changes lives for the better.

When you’re not busy working, what do you like doing in your spare time?

Reading, listening to music, spending time with family, traveling. Right now, I’m reading “Look for Me There” by Luke Russert, a memoir about his journey to more than 65 countries following the sudden death of his father, Tim. Great book!