“Prepare, Prepare, Prepare” – Words of Wisdom from Bernadette Morris, founder and chairman of Sonshine Communications

Bernadette Morris, founder and chairman of Sonshine Communications and president, owner and founder of Black PR Wire, Inc. called me from her cell phone last Tuesday afternoon while in traffic in Miami to have a conversation about PR, her career experiences and PRSA Houston’s PR Day, where she will serve as luncheon emcee on September 14.

Sonshine Communications is a full service public relations, marketing and advertising agency in Miami with billables in excess of $3.5 million, making it one of the largest Black-owned PR agencies in America. Bernadette also is the owner and founder of Black PR Wire, Inc., a premier news distribution company for Black media in the United States and the Caribbean.

She told me that she got to the office “late” that day because it was 4:45 a.m. when she arrived. She said, “My days usually start very early (I'm in the office between 4:30 - 5 AM), and they end relatively late (usually around 7 PM). I involve my entire family in my work life and that helps keeps somewhat of a balance.”

Bernadette said she has been involved in public relations since her college days and said the “defining moment" that prompted her to her start her own company was when she was presenting campaigns for the college deans to review as if her college's PR department was an agency. At the time, Bernadette was Associate Dean of Public Affairs at a local community college.

“It was such a joy to see the excitement of the client - the deans - as well as the creative team. I knew I could transform that synergy beyond the college setting,” she said.

It was this thought that caused her to never look back.

When asked what advice she would give to today's public relations students, Bernadette said she encourages students to “prepare, prepare, prepare” for their futures.

“I encourage students and professionals alike to really know their market and to be creative as possible. Step over your weaknesses to make them strengths and most importantly, prepare to culturally diversify yourself – learn to personally connect with other cultures.”

She continues, "Diversity is the art of identifying the unique and ever-changing cultures of today's society. A person really must embrace diversity with an open mind and a willing heart to connect with others and commit to change - because in the long run, it will produce a better and more creative you."

Bernadette says above all, she advises public relations professionals at all levels to have FUN.

Bernadette said that she values the idea of mentorship and encourages all public relations practitioners, especially those new to the field, to seek mentors.

“My innermost circle of admirers includes my parents, who are now with the Lord, and great mentors like U.S. Congresswoman Carrie Meek (retired), and Eduardo Padron, president of Miami-Dade College. Both have demonstrated the true essence of perseverance and endurance regardless of the obstacles that may appear to hinder your pathway to success,” said Bernadette.

Bernadette's company's motto is to be your B.E.S.T. - whereby you Bless, Edify, Share and Touch!

Don't miss the opportunity to meet Bernadette in person at PRSA Houston's Media Day on September 14 at the Hyatt Regency Downtown.