Member Spotlight - March 2016

MEET PRSA AUSTIN CHAPTER MEMBER: Ken Ma 

What do you currently do for a living? I am the Communications Manager for The University of Texas System, which includes eight universities and six health institutions. Within the UT System are academic campuses such as UT Austin and health institutions such as MD Anderson. I am responsible for public relations and marketing of the UT System to reach audiences throughout the state and nation. My goal is to position the System as a leader and critical voice in national conversations on health care, national security, campus sexual assault, technology and commercialization, research, etc.

What did you want to be growing up? Growing up, I wanted to be a professional athlete or rock star. At some point, I came to my senses and realized I needed a real job.

What motivated you to pursue a career in the communications industry? I’ve always loved writing, whether it was essays in high school or articles for the student newspaper. In writing, I found my voice and an effective way to influence people. I spent years writing for my college newspaper, which eventually led to my first job as a reporter at the Los Angeles Times. I spent the first half of my career as a journalist and eventually realized that the communications industry had more to offer than journalism. I liked the fact that PR would allow me to continue writing and pursue new opportunities in marketing, social media and strategic thinking. I decided to leave journalism about a decade ago and go to the other side. I have not looked back since.

Where are you from? Where have you lived? I’m originally from Honolulu, Hawaii. Through journalism and PR, I’ve lived in many places such as Orange County, Calif., San Diego, Orlando, Fla., South Florida and the Bay Area. I’m a recent Austin transplant from the Bay Area and loving it. Of all the places I’ve lived, none has quite the unique vibe and friendliness of Austin.

What college(s) did you attend? I attended college at the University of Hawaii, where I majored in economics. While living in Florida, I attended Nova Southeastern University, where I earned my MBA.

What was your first job in PR/communications? My first job in the PR biz was as an Associate Director of Public Affairs at Nova Southeastern University in Ft. Lauderdale, Fla.

What is your best piece of advice to your fellow PR practitioners? Be a good storyteller. I think storytelling is at the core of PR. It doesn’t matter if you are doing media outreach with press releases, social media campaigns or digital marketing projects; it’s all about the story. The story makes the organization come alive and it attracts people to your brand. With so many communications tools available to us, it’s easy to be consumed with the processes of PR and neglect the content.  

What is your most memorable experience as a communications professional? It was definitely when I managed the communications involved with the Dalai Lama’s visit to Nova Southeastern University. Not only was it an exciting project that received international attention, but it was a rare opportunity for me to meet someone so referred by many. It was truly an honor to be in his presence and work creatively on the communications side of his visit.

What do you do in your free time? What are your hobbies/interests outside of work? With a busy career and a young family, I don’t usually have a lot of free time. But when I do, I like to pursue my tennis passion. I’ve been playing tennis for a while. Not only is tennis is fun and competitive, but it’s an extremely social sport where you meet a lot of cool people. I recently signed up for a tennis league. Now, I just have to make time for it!

What is the best part about your job? The UT System is filled with brilliant minds that are truly making a difference in educating Texans, providing top-notch patient care and making impactful research discoveries. Being able to work with such amazing people is something I look forward to everyday.

iPhone or Android? iPhone