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Member Spotlight: Michelle Cometa

In this member spotlight, we're highlighting Michelle Cometa, a longtime supporter, volunteer and former board president of the PRSA Rochester Chapter. At the 2021 PRism Awards ceremony, she recieved the Sharleen M. Bruse Award, the chapter's highest honor, which recognizes members who help advance the career development of other chapter members and who are active in community service. Learn more about Michelle in the interview below.

Where do you work and how long have you worked there?

I’m part of University Communications group, one of the departments in Rochester Institute of Technology’s Marketing and Communications Division. I’ve been with University Communications for just over 10 years and at RIT for 27—in different positions from Assistant to the Chief Information Officer (CIO) to Online Learning.

Why did you become a member of PRSA Rochester?

Starting with PRSA came about in a couple of ways—first joining when I was with the RIT CIO and looking for a communications affinity group locally. When I became a member of the local chapter, the chairs of the PRism and conference committees reached out with volunteer opportunities. I jumped at the chance for both. The rest they say is history, and I’ve been a part of the group in different facets for quite a few years—a variety of committees (programming, membership and PRisms) and roles on the board (president) as well as connections to the Northeast District (treasurer), which our chapter is a part of, and through my role as Assembly representative, responsibilities at the national level.

What benefits have you gotten as a member?

Benefits as a member have been many, from being among an amazing network of people to acquiring new skills through formal and informal programs. Our industry has to keep up with everything—from understanding the newest communication tactics to developing strategies to use those tactics. Connections in PRSA make that possible. The people you meet bring so many unique skills and experiences to conversations and such an excitement about incorporating those skills into their work, you can’t help but be inspired.

What's the best advice you ever recieved?

I was out of work for a while (longer than I had expected) and jumping at different job interviews—anything just to be employed again. But it was one hiring manager who did NOT hire me who was the most influential. He pointed out that I had skills and experiences in the area of news writing and communications and to look for positions at companies seeking these skills. Don’t look for just anything to get by. The industry would not matter as much as what you can contribute to it with these skills. And it has worked. 

What is the best way to inspire others in public relations?

The best way to inspire others in PR is to show how the work you do can make an impact—we have the ability to provide information in so many ways—language, visuals, etc.—and that PR is a serious profession that contributes to society.

What does success mean to you?

Success is having satisfying responsibilities with an organization where you feel a part of it, have a hand in creating elements of it, and are connected to an amazing community of people.

If you had endless money, you would...

I’d start with an Atlantic crossing on the Queen Mary 2 one of several items on my bucket list.