Dara Lehon

Strategic Communications, May 2010

Please describe your academic background including the reason(s) for enrolling in the M.S. program at the School of Continuing Education.

I grew up in downtown New York City and graduated from Binghamton University (SUNY), where I received my B.A. in literature and rhetoric and a minor in Spanish. While in college, I interned at a local paper in Binghamton and worked in corporate jobs during the summer to earn money and simply learn how to work. I’d always been somewhat entrepreneurial and loved to write—whether it was a story, a greeting card series or a business plan for a fictional company—and ultimately knew I wanted to do something creative and also practical. But the path wasn’t particularly clear.

Once I graduated from college, I began to pursue corporate jobs in New York City while taking continuing education and professional studies classes in public relations, marketing and writing to gain more exposure to and experience in the communications fields that seemed closest to my interests. When Columbia launched the M.S. in Strategic Communications program, it seemed to offer exactly what I was looking for professionally: a combination of marketing, public relations, branding and communications. The program was particularly appealing because it was part-time; therefore, I wouldn’t have to leave the workforce.

Please describe your professional background leading up to your current position.

As I mentioned, the road to my current position was not a direct one. It’s been diverse, but has also revealed several common themes. I began my career on the sales side of media at Channel One News, where I also focused on internal communications, and soon thereafter found work as an associate for BSMG Worldwide (now Weber Shandwick) a large pr/communications firm, where I focused on public affairs, corporate and financial services accounts. At the height of the internet bubble and the beginning of mega-mergers, I became interested in understanding more about the investment industry—about which I knew little. I decided to accept a job working for Smith Barney in a product and relationship management role, which focused on marketing and communications strategies for both internal and external audiences. 

I learned a lot at the bank—both about the investment business, and also about myself. While working a full-time job, I also began to pursue volunteer opportunities, organize young leadership events and practice freelance writing on the side. I realized that the nonprofit sector and a graduate degree would both be in my future.

After the events of 9/11, I finally made the jump into the nonprofit world. I worked as the marketing director for the Lower East Side Business Improvement District, a small, local economic development corporation, where I could hyper-focus my energies, talents and experiences to have real impact on people—and the organization. 

After starting graduate school at Columbia part time, I moved on to work at the American Jewish Joint Distribution Committee, a major international relief agency, where I traveled overseas and handled communications for the organization about major world events. I’ve since returned to the local side of things to work as the vice president for communications at the Brooklyn Community Foundation, the borough’s largest philanthropic institution, which fundraises and gives out about $5 million per year to nonprofits in Brooklyn.

What is a typical day like in your current position?

As is typical at many nonprofits and to the communication field in general, I find myself wearing many hats in my current position. Any given day, I may be developing a communications strategy for a program, handling a media crisis or opportunity, writing an opinion editorial, creating a newsletter, updating the Foundation’s website, meeting with grantees, organizing or producing an event, handling social media outreach, designing a brochure or creating online fundraising and crowdsourcing campaigns. I also participate in the Foundation’s strategic planning and have hand in program development and grant-making. I am constantly challenged to be both creative and strategic, and am always relying on my ability to learn quickly and move even more quickly to produce.

How did the Strategic Communications program help you prepare for/with your career?

I entered the Strategic Communications program after I made the switch to the nonprofit sector and had a clearer sense of my career objectives. I hoped to gain a real expertise in creating communications plans, to think more critically about the work that I do, and to meet like-minded professionals. The program offered me all of these opportunities, and I do believe it helped me get to where I am professionally.

When I was first accepted, I described the Strategic Communications degree as a one that that incorporated elements from M.B.A. and journalism degree programs. I now believe, however, that strategic communications stands on its own as an important practice that emphasizes the critical thinking, analysis, and practical skills required in contemporary communications.

What advice would you give to students who wish to pursue careers in Strategic Communications?

Be flexible, willing and eager to learn: As the tools, practices and general landscape of the communications field have continued to evolve, you will be challenged to not only understand traditional techniques, but also to know what’s coming next.

Identify and use your interests to your advantage: I have also found my early experience with and passion for emerging technologies and writing to be extremely beneficial as the field changes. Similarly, if you care strongly about a particular subject matter, follow the leaders, and keep an eye on the up-and-comers, because there will always be an innovative person or group making something great happen. 

Enhance your writing/technical skills: You can never write tight enough. And while it’s always been important to understand and know your audiences, today, it’s also important to know how to convey your message to them in 140 characters or less.

Finally, and maybe most importantly, have a sense of humor. It’s always better to work with someone while under deadlines and pressure when you can also laugh with them.