I guess when speaking with acquaintances about re-baking fruitcakes at 200 degrees for ten hours, I should expect the question: “What exactly do you do?”

In the changing scope of media, public relations careers aren’t so cut and dry (although my fruitcakes are). The foundation of my job still includes traditional PR skills such as writing press releases, pitching media and communicating. But as my clients’ target demographics become technologically savvy and evaders of traditional media, I have come to master new skills to help messages reach intended audiences.

In the case of Seaport Village’s Deck the Palms, I turn fruitcakes into bricks, transform sand dollars into shiny ornaments, and help Santa build quads by asking him to pose like a surfer for six hours.