Debbie Carson is the new director of corporate communications for Ch. 7. She came here from St. Petersburg, where she was head of P.R. for Stetson College of Law.
WHAT DO YOU DO?
“My job is to determine the strategic marketing direction for WJCT Public Broadcasting: public television, FM 89.9 and WJCT online.”
WHAT IS THE STRATEGIC PLAN?
“It’s in the process of being developed. We are looking at doing marketing research. Secondary research was done before my arrival. Primary research will consist of a telephone survey of all our constituents on the First Coast. From that, we will develop a plan. We will probably be refreshing our image and re-branding.”
WHAT CHANGES DO YOU EXPECT TO MAKE?
“Promotional activities, television/radio spots, what our web site will look like, what our publications will look like and what our sales support materials will look like, their content and format. For our monthly program guide [WJCT Magazine], we will be conducting a survey of readers, our members, underwriters and volunteers. We will be doing a sampling from that group to get feedback on the publication. We expect to make changes regarding the content, structure, layout and design. It will be overhauled. Visually, it is not as attractive as it could be.”
PUBLIC FRIEND NUMBER ONE
“As we move towards digital conversion, more of what we do will be driven by the fact that we’re a community resource. Both NPR and PBS have a wealth of information about using programming for education. We want to change the magazine to have more of an outside-in approach instead of inside-out.”
BORN
Baltimore.
HOME
Carson and her husband Rocky Rinker, a law student, live in East Arlington. Adjusting to cooler weather after moving from the Tampa area was difficult for the couple. “It [Jacksonville] felt like the cold, cold North for a long time. Friends from Naples [Florida] sent us ice scrapers as a joke and the irony is, we actually used them.”
HOW SHE NARROWLY ESCAPED SCRUBS
“I was drawn towards music and theater, but also medicine and health care. When looking at college initially, I probably was going to move towards health care. I did some candy -striping in high school but I didn’t like the way nurses were treated.”
POINT A TO POINT B
“I started out as a voice major. From there I gravitated towards music theater, then oral communications. I took some business courses, which eventually led to public relations.”
COLLEGE
Carson pursued a bachelor’s degree with a major in business and organizational communications from Emerson College.
FIVE PAGE RESUME
Carson has been employed in public relations, sales or marketing in some form for a myriad of organizations up and down the East Coast since the late 1970s.
WHAT MADE YOU STICK WITH IT?
“I enjoy the combination of the creative and the strategic, coupled with service to people.”
WHAT’S MOST REWARDING ABOUT YOUR JOB?
“It really has a direct and measurable benefit for people, for the community.”
WHAT’S CHALLENGING ABOUT IT?
“As the new kid on the block, having my work be worthy of the station.”
DO YOU STILL PRACTICE MUSIC?
“My singing is OK. I play guitar — that’s only moderately bad. I play the piano very badly.”
WHAT ELSE DO YOU LIKE TO DO?
“Being any place that’s in, on or near the water.”
OPEN MIND
A movie buff, Carson enjoys a wide variety of films. She also has a diverse list of favorite books and television programs. Her favorite restaurant is Phillippi Creek in Sarasota.
CLAIM TO FAME
“My great uncle was a clown with Ringling Brothers for 50 years in its hey-day. He was in the movie ‘The Greatest Show on Earth.’ My grandfather and his brothers had a vaudeville act.”
— by Monica Chamness