Looking beyond the surface: fresh perspectives bring new insights and ideas to this Mexico City-based communicator.

In this issue we hear from Maria Jose Gadsden, PR and marketing associate at FWD Consultores in Mexico City.

What historical figure do you most identify with and why?

It may sound like a cliche, but I actually identify myself with Jesus, the man. The one who thought people should look beyond the surface. The one who said to see and you'll see, hear and you'll hear. The one who said not to judge others, but to understand them. Looking at the big picture is not a simple thing to do, but it forces us to remember that life is not always what we think it is and that we don't know all the answers. Being humble gives us the opportunity to keep all options open. Jesus was also revolutionary: He spoke his mind, even though his ideas challenged everything and everyone, because he had faith in people and in humanity.

Which word or phrase do you think is overused right now?

Public relations. Clients tend to think that this amazing tool called public relations is free and is only useful to get free press--"No budget? Let's use public relations." Public relations is a term that's both overused and misused. It's often used to mean a press conference or event management, and there is not much understanding about its strategic function and impact. For example, we sometimes have to use [the] corporate affairs [department] instead of public relations in order to send the right message to the client. We have to explain daily what PR is and what it is not: PR is not advertising, PR is not just media relations, PR is not just organizing events, PR is not a tactic but a strategy. We also have to explain what can and can't be done with public relations, and that's the daily challenge: to sell and resell public relations every, time.

How would you explain your profession to a child?

You know homework? Well, I can make homework look like a game everybody talks about and wants to play.

What did you have to learn the hard way?

Trust doesn't come easily, and everything depends on trust when it comes to communication strategies. An amazing communication plan won't be successful or even possible to implement if the client doesn't trust you. Trust should be earned with work and time. You have to start by talking the client's language. You must start by giving results even if this means starting with the basics. Then, when you have a consultant kind of relationship with the client, you can sell them the big thing.

What do you sing or hum when you're alone?

"I Feel Good" [by James Brown]. I don't know the words, but I love the spirit.

What talent would you most like to have?

Telepathy. To be able to read other people's thoughts.

If you could choose another profession, what would it be?

An epidemiologist or a National Geographic photographer.

What movie character would you like to portray and why?

Jodie Foster in Contact, because she saw something out there, something no one else had seen before.

Is there a book that changed your perspective on life?

I don't think there is one book that has changed my perspective on life. I think there are a lot of theories, ideas and thoughts that have added to my knowledge to broaden and reaffirm my own perspective. Some of the authors and books I do respect for giving me arguments to strengthen my perspective on life are Carl Sagan, Malcolm Gladwell, Gandhi, my father, the Bible, and Gabriel Garcia Marquez, who wrote One Hundred Years of Solitude, among many, many others.

What's the best reward for a job well done?

To have a grateful client, and to get to see how the client acknowledges the added value your job has given them. To see how the media get and spread the message you sent them, and how public opinion changes because of a message you sent through many audiences and third parties.

what's your personality?

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