Small town girl, big city dreams
NDSU grad enjoys job, life in Las Vegas
When Kala Peterson first went to NDSU in 2001, she had her heart set on being a chiropractor. However, after her freshman year, Peterson decided to that public relations was the way to go.
Peterson, a 23-year-old from Verona, N.D., graduated from NDSU with a bachelor of arts in communication in December 2004.
After graduating, Peterson heard about a family member who worked in Las Vegas at a public relations firm called Kirvin Doak Communication.
She called her cousin, sent off her resume and a few interviews later, was hired full-time at Kirvin Doak Communication where she has been employed for more than a year.
“Upon graduating, I really had an open mind about where I would settle,” Peterson said. “I knew that I would move anywhere, just as long as the place I was going had a job that was perfect fit for me.”
Peterson said she remembers being disappointed in the available jobs in public relations in Fargo. The ones that were available required someone with years of experience.
“I can’t tell you how frustrating that feeling is,” Peterson said. “You dedicate years of education to prepare you for your job, and only to get disappointed and let down that you are not qualified.”
Peterson said that Kirvin Doak is great because they prefer to hire people with little or no experience so they can teach their employees good habits from the get-go instead of correcting or fixing bad ones.
When asked if she felt NDSU prepared her for her career, Peterson said, “I can tell you that my courses and experiences at NDSU prepared me extremely well for the job that I am in now.”
Peterson said while she continued to learn and grow within the public relations industry, she still felt the teachers at NDSU gave her a solid base.
“I remember thinking to myself in my Advanced Media Writing Class, ‘when am I ever going to write speeches for people?’” Peterson said. “Well now, a couple of years later as the publicist for Siegfried & Roy, I write the speeches for their public appearances.”
Aside from acquiring communication skills from classes, Peterson was also involved with Public Relations Student Society of America and ThunderRadio.
Peterson said her daily schedule at Kirvin Doak varies by day.
“I do anything from creating and distributing press releases and other media materials, to media pitching and staffing events,” Peterson said. “That’s another reason why I love my job so much — every day is different. Some days I am out of the office in meetings or staffing photo shoots, while other days I barely leave my computer.”
Peterson also said some projects she’s worked on in the past include The Comedy Festival, a placement in People Magazine and working the red carpet at the opening of Cirque du Soleil’s latest show, “Beatles LOVE at The Mirage.
“Our agency escorted the talent down the red carpet,” Peterson said. “The media was lined up 12 feet deep all the way down the 40-foot carpet.”
Kirvin Doak has had placements in national publications, on Access Hollywood, Extra and on the Today Show.
Peterson said her clients include Siegfried & Roy, Greenspun Media Group, Intermix and Innovative Dining Group, which includes Sushi Roku and BOA Steakhouse.
“My job is very event-driven, so when I’m not working at one, chances are I’m attending them,” Peterson said. “From charity galas, to opening parties to Las Vegas show premieres, I enjoy all social events.”
Peterson said when she needs time to get away from the energy and buzz of the Strip, she loves shopping, going to movies, reading and going to the gym.
Peterson’s advice to current college students is not to settle for anything less if you have a dream job in mind.
“I’ve gained more experience in one year at this agency than I ever thought I would in a lifetime,” Peterson said. “I’m having a ball and living a dream.”