Qwoted Updates : Lou's Views

Based in the Chicago area, Joanne Levine is an industry veteran and our latest Qwoted 100 PR Superstar.


It’s been close to 40 years since Joanne Levine began her media relations career–meaning that some of her competitors were just toddlers when she began making a mark for herself. 

As our latest Qwoted 100 PR superstar, Levine (based in the Chicago area) likes to get right to the point, as her answers here attest. She’s also one of the few in an era where AI is all the rage speaks of PR in 2024 with one very refreshing word: fun. 

Qwoted 100: What do you see as the future of PR—technologically, strategically, or in any category you’re passionate about?

Levine: With shrinking media opportunities, it is getting harder and harder to make a client stand out. Positioning them as experts, especially on Quoted, has been very helpful.

Qwoted 100: What do you do that you’re most proud of and that other PRs could learn from?

Levine: In more than 30 years, I don’t think I’ve had a client who was unhappy with my services. I have several clients who have been with me for 25-plus years.

Qwoted 100: What’s your toughest challenge with reporters?

Levine: Reaching them. Hardly any reporters are in the office and few editors are either. So, it is almost impossible to reach them outside of email.

Qwoted 100: What learnings have made a tremendous difference in your career?

Levine: Only work with people who do not lie and are interesting.

Qwoted 100: How do you break through the noise floor to get effective coverage?

Levine: I try to think of an angle that seems newsworthy and might be something not covered often.

Qwoted 100: How does PR in 2024 square with the future of journalism?

Levine: It will be difficult but it can still be fun.

Qwoted 100: What advice would you give to those who seek an effective PR person?

Levine: Find a publicist who understands what you do and can communicate it to the media.

Qwoted 100: What is your golden rule of PR?

Levine: If you are happy with me and I am happy with you, we’re good.

Qwoted 100: If there’s one thing you could change or improve about journalism or PR—in any area—what might that be and why?

Levine: That reporters have the courtesy to respond. It only takes a few seconds to let the PR person know they are interested or not.

You can reach out to Joanne Levine of Lekas and Levine via email at joannepr@aol.com or connect with her on LinkedIn.

Lou Carlozo is Qwoted’s editor in chief and the editor/publisher of Talking Biz News. Email lou@qwoted.com or connect with him on LinkedIn.