Meet the Media: Michael Sznajderman, APR, Former Journalist
Welcome to Peritus PR’s “Meet the Media” series, a Q&A where we chat all things journalism, reporting, media landscape and PR...while having a little fun, too. This MTM feature is all about Michael Sznajderman, who will serve as moderator for Peritus PR’s Media Matters Lunch Panel on Oct. 24.
Michael brings a unique perspective as both a former journalist and a seasoned public relations professional. Now retired, he previously managed media relations and content strategy for Alabama Power Company, where he co-founded Alabama News Center, following nearly two decades as a newspaper reporter and editor, including work as a political columnist and national correspondent.
Q: Why does media matter to you?
A: With all the chaos and disruption, the staff reductions in newsrooms, the demise of local newspapers, and the growing difficulty in discerning truth, we need legitimate, credible sources of information and good reporting more than ever.
Q: What’s one thing you wish more people understood about the work you've done as a journalist? What about the work you've done as a PR pro?
A: Journalists don’t want to make mistakes. Help them get it right!
As for PR, done well it is thoughtful, strategic, informative, honest and accurate. It is a social science with broad benefits for the clients and communities we serve.
Q: What story are you most proud of?
A: Reporting from Cuba during the “special period” following the demise of the Soviet Union.
Q: If you were to participate in a Peritus Book Club, what book would you suggest?
A: For Birmingham folks especially: The Newspaper Boy by Chervis Isom. It is a wonderful, coming-of-age story about the personal transformation of a young white person raised in Birmingham during the days of Jim Crow.
Our PUBLISHED by PERITUS takeaway is this:
Michael’s journey from newsroom to newsmaker gives him a rare 360° view, making him an ideal bridge between media and PR.