In public relations and marketing, the use of third-party spokespeople – and more specifically celebrity spokespeople – has become commonplace. Whether it's Michael Phelps for Subway or Kim Kardashian for Sketchers, brands make significant investments in celebrity endorsements with the hope that their buy-in on a product or service will equal the buy-in of millions or even billions of consumers in the U.S. and around the world.

As you may have seen in recent news coverage, it was revealed that Food Network celebrity chef Paula Deen has been battling Type 2 diabetes since 2008. On the heels of this revelation, she and her two sons were announced as the new spokespeople for pharmaceutical company Novo Nordisk's diabetes treatment Victoza.

If you're familiar with Mrs. Deen's cooking shows, you know her food is quintessential southern-style cooking – and there is nothing low fat about it. As a born and raised Georgia girl myself, I can appreciate the deliciousness of a good 'ole fashion southern meal.  However, the issue that many people have with this is clear. Deen is now getting paid a substantial amount of money to be the spokesperson for a diabetes medication, yet has been promoting unhealthy eating habits that are proven to contribute to this disease for her nearly 25-year-long career.

I admit – I still feel like the new kid at work. But I can’t say I expected to feel quite different with just a few months of experience in the public relations industry. I am relatively new to the PR world. And I still have a lot to learn.

When I graduated last May, I viewed my public relations degree as an impressive accomplishment, the culmination of four years of hard work paying off. Finally, I reached the finish line!

Now, after a few months in the workplace, I realize that my education isn’t over; it’s really just beginning.  My degree has proven to be my ticket to learn even more.  Read on to see the three significant lessons I’ve learned since joining the CK team in September.

For the most part, Public Relations plays a ‘behind-the-scenes’ role — promoting, driving visibility and managing the reputation of companies and brands. It is rare that we, the PR folks, are in the media spotlight. Sometimes, when we are it is not for good reason. This was the case for Ocean Marketing’s Paul Christoforo, the former representative for N-Control's Avenger controller attachment who also doubled as their customer service agent. He was recently entangled in a hostile email exchange with an N-Control customer, Dave, that went viral after it was posted on the Penny Arcade blog. 

The decision by ratings agency Standard & Poor’s (S&P) to downgrade the United States’ sovereign debt from AAA to AA+ elicited an avalanche of commentary from the industry, the media, the government and the public.

The main dialogue focused on whether or not S&P made an appropriate decision (not to mention the issue of that $2 trillion calculation error). But the controversial move also reignited ongoing debates over the state of the credits rating industry – specifically the role and position of the “big three” (S&P, Moody’s and Fitch) – in the wake of the financial crisis where the ratings agencies gave AAA status to mortgage-backed assets that quickly turned toxic.

This offered up a powerful opportunity for a new market entrant to voice its perspective on the significant and systemic problems with the credit ratings “status quo,” and the changes needed to re-establish credibility.

On August 30, 2010, the U.S. Department of Transportation (DOT) and the U.S. Environmental Protection Agency (EPA) jointly proposed two new fuel economy label designs – labels consumers see on the window of every new vehicle in dealer showrooms. The goal is to help consumers make the best economic and environmental decisions when buying a new car, ultimately increasing the number of fuel-efficient vehicles on the road. With the release of the new designs, the DOT and EPA provided a 60-day public comment period to encourage honest feedback from consumers.