On May 20, industry icon Aaron Cushman shared insights and experiences from his more than 50 years of experience in the public relations profession. PRSA members also had an opportunity to pick up a copy of Mr. Cushman's newly released book called, "A Passion for Winning: Fifty Years of Promoting Legendary People and Products."

Cushman said he wrote the book to help people get a start in PR, and also to give hope to those already in the business. He said public relations is the most misunderstood, but probably the most exciting, profession in the world today. While it can be frustrating at times, working in public relations can be a real high if you have a passion for winning. Because, as the title of his book indicates, whether you work in PR or any other profession, you either win or you lose in business. Cushman shared a few examples when his firm worked tirelessly to win a client's account only to come in a close second.

When he started in public relations, there were no seminars or professional development opportunities for learning the business. "We learned by the seat of our pants," he said. While a student at the University of Illinois in 1943, Cushman initially wanted to be an accountant. However, after a stint in the Air Force flying B29s over Europe, he figured he needed something a little more exciting than counting money. He wanted to make it!

The money didn't initially start rolling in. His first job paid $45/week to write copy for an electrical supply company. He then got a promotion to $50/week working in publicity for a live theater company in Chicago. Cushman said when he was offered the job, he didn't even know what publicity was. Even though he was ultimately fired from the job, he benefited greatly from the contacts he made.

Cushman had to take a break from PR again during the Korean War. But he was assigned as a public information officer and was able to use his talents to produce results for some high profile military "clients." After the Korean War, Cushman went into corporate public relations. He shared many colorful experiences working with such clients as Turtle Wax, Marriott Hotels, Keebler, Inc. and the Chicago White Sox.

So what was the bottom line to his success? Cushman believes you've got to be creative and have ideas, because it's easy for a company to find someone who writes well. He said PR people should fight to be in the front office with management where the decisions are made. "Be active in the company, show innovation, pester the management, and get out of the back of the bus," were Cushman's main pieces of advice on how to be successful in PR. If you do these things, "Pretty soon you'll get noticed," he said.

Mr. Cushman has definitely been noticed!

^{Reporter - Paul Tandy, PRSA-St. Louis Director}P.S. - While Cushman touted aggressiveness, being creative and being honest with the client, he noted you don't always win them all. He got the "St. Louis-The Meeting Place" account by NOT telling the client what he wanted to hear. On the other hand, his firm missed out on the Infinite automobile account - even though they were praised for having the best ideas but because the winning firm made their entire presentation in Japanese.
Aaron D. Cushman