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document for a
convention, and then “learning to restructure words
in an original and understandable way,” she said.
After “revolutionizing” a guide for the group and
doing other assignments, Richardson had learned
public relations for an internal audience.
Her experience in press
release writing and working with the media came with
her job as the public relations coordinator for the
Theatre of Western Springs. She was still doing the
work for free. Around this time Richardson answered
a two-line classified ad to work on public relations
initiative for a young Willowbrook dentist, Dr. Tim
Robieson. She charged $5 an hour.
To support herself and
her two sons, Richardson took a job with a local
newspaper to write news and feature stories for the
health, lifestyle and entertainment sections. The
paper had called her because it had seen her press
releases and knew her ability.
Although Richardson had
never taken a journalism course in her life and was
upfront about this, she rose in the ranks at the
paper, becoming the entertainment editor and
eventually an associate editor responsible for the
health, lifestyles, entertainment and society
sections.
Even though she only
stayed with the local paper for five years,
Richardson also wrote a column, “Pearls,” for 10
years.
“I like to think it did
some good,” Richardson said. “I never wrote on word
about menus or what people wore. I hated to hear it
called a gossip column.”
What Richardson wrote
about was issues and who was doing what to raise
funds for certain groups like the American Cancer
Society.
Her time in journalism
was not wasted.
“I’ll never forget my
time in journalism,” Richardson said. “It allowed me
to observe the best of the best in PR.”
The public relations
people who impressed Richardson most were those “who
had their act together, who got me what I needed. It
was those people who I could call in a pinch and
would drop everything to get a press release to me,
and were relatively easy to work with.”
Richardson said she
also appreciated releases that included the basic
five W’s every student journalist learns first: who,
what, when, where and why.
She also learned some
valuable “don’ts” during her stint at the paper, one
being not to calla reporter and ask, “Did you get my
press release and are you going to use it?”
“I hate those
questions,” Richardson said.
After the newspaper,
she put her skills to work in hospital public
relations.
When Richardson decided
GR-PR would be the official “bread winner,” she
started small, but has gradually increased the
number of full-time staff and freelance writers.
One of those
full-timers has a familiar last name, Richardson.
Andy Richardson, a former Indian Head Park resident
joined his mother’s firm in August 2002. He has a
degree in hospital management and worked for a
medical communications firm in Evanston before
joining GR-PR.
“He had yen to do more
and I was going to do a full-time hire,” Richardson
said, so they sat down to dinner one night and
hammered out a working relationship.
“He can quit and I can
fire,” Richardson said, but added, “We have an
amazing relationship.”
Andy Richardson saw his
mother working at home in Indian Head Park, never
realizing he was looking at his future.
“No, I really didn’t
have an idea I’d be working with her in this
situation when she started out,” he said.
“She was always working
around the dining room table when I was growing up,”
he added. “I found out all these years later she was
stuffing press releases into envelopes.”
“She has been my mentor
since I’ve begun here. She has shown me the ropes…
She has been a great coach and I’ve learned a lot
from her.”
He added, “I still
learn from her every day. She knows what she’s
doing.”
Pam Anderson, the
executive director of one long-time client,
Washington Square Retirement Community in Hinsdale,
agrees with Andy Richardson’s assessment.
Calling Ginny
Richardson conscientious, talented, and well-known
in the community, Anderson said, “I’m sure it’s that
personal connection and sincerity that is a genuine
plus.”
Anderson said it had
gained GR-PR “acceptance all around.”
“They continue to work
with us and we not only have a good business
relationship, but we’re friends as well. They are a
wonderful group as well.”
Anderson added, “I say
group because she’s growing.”
Not only is her company
growing, but Richardson herself is branching out.
While still enjoying
all aspects of her business, Richardson said she “is
looking forward to more writing.” She accomplished
this goal when she wrote a 300-page book, “Century,”
which chronicles the 100-year history of Hinsdale
Hospital.
She called the book writing “joyful work,” but she
might apply that to all she does.
###
Suburban
Life
Sunday, November 28, 2004 |
