As communication staff for the large, diverse Omaha Public School District, both Jeremy Maskel and Maggie Cunningham have similar thoughts on the importance of networking and learning new skills in the media field.

“There are no substitutions for building those relationships,” said Maskel, as he spoke to UNO communication students on April 27, 2020.

Both Maskel and Cunningham came to OPS and the world of public relations after experience first in television newsrooms. Both had a variety of different positions since their college years; and they eventually ended up working together at Omaha’s KETV station. 

Now at OPS, Maskel is the communications director, and Cunningham handles the social media for the district. They attribute their previous experiences to what has helped make them successful today.  

“If you can handle a news environment, you can handle any field. The skills you learn by working can serve you in any field,” Maskel said. 

Cunningham mentioned that she learned from her previous experiences how important it is to build relationships with reporters now that she is in a PR setting.

“Build that trust with reporters. Have open communication,” she said. She also mentioned how helpful it is to learn the patterns and routines of reporters as this could ultimately help out the PR professional. 

When asked about how to network in a new city, Maskel shared several ideas to the students, including joining professional associations, joining neighborhood groups of interest and seeking out good stories of interest. Cunningham encouraged new journalists to look for beats that aren’t covered often, as well as cold-calling PR directors. 

Communication during the COVID pandemic takes so many different forms. While Maskel is grateful for his experiences for his time in the newsroom, he knows the current reporters are exhausted with all of the press conferences and learning new ways to communicate while social distancing. 

“I have a huge appreciation for those doing it and still in the newsroom,” he said.