(This is the first in a multi-part series celebrating our PRSA members)  

 

Malcolm Holmes is a native of Caroline County, Virginia. An active member of Jericho Baptist Church in Caroline County, he currently serves as a member of the Board of Deacons, the Board of Trustees, several choirs, and as a Sunday school teacher for students aged 9-13.  

 

Holmes is director of marketing and public relations and special assistant to the president at J. Sargeant Reynolds Community College where he has been employed since 1993. In that capacity, he oversees an integrated marketing program including media relations, advertising, publications management, special events, legislative affairs, community relations, and web development.  

 

He has a master of arts in media and communications with a specialization in public relations from Norfolk State University. He is also a graduate of Virginia Commonwealth University’s School of Mass Communications where he earned a bachelor of science in advertising.  

 

His professional affiliations include the Virginia Government Communicators Association, College Communicators Association, National Council for Marketing & Public Relations, Public Relations Society of America, The Carver Promise Board of Directors where he currently serves as chair, and Phi Beta Sigma Fraternity, Inc. He is also a member of the Leadership Metro Richmond class of 2009.   He resides in Henrico County with his wife and three children.  

 

Q. What first drew you to a career in communications?

 

Holmes: When you find something you are good at, you tend to stick with it. I realized early on that I was a good writer. Fortunately, I had a number of excellent teachers who also noticed that the quiet kid sitting in the back of the classroom at Caroline High School had a pretty solid grasp of the English language. Two of them in particular, Steven Bolton and the late Charlotte Young—both English teachers—encouraged me to hone my craft and consider a career in journalism. That passion for writing and the encouragement I received from my teachers drove me to major in mass communications at Virginia Commonwealth University with the intent to follow the journalism track. However, after taking a copywriting class with the legendary Jack Haberstroh, I decided that I would pursue a career in advertising. The foundation that I received in high school and at VCU positioned me well to pursue a career in communications.  

 

 

Q. Being African-American, do you see any advantages and insights you bring to the table in your position in higher education at J. Sargeant Reynolds Community College, and to the PR profession in general? 

 

Holmes: I bring a number of advantages and insights to the table in my position as director of marketing and public relations at Reynolds—but not just because I’m African-American.  First and foremost, I bring to the table the skills, knowledge and abilities expected of anyone who would serve in this role—regardless of race or ethnicity. I also bring a solid academic background to the table.   Nevertheless, as I reflect on my career, I am fortunate to be in a professional position in an academic environment where I am able to serve as a role model for minority students who are planning to work in the public relations field.  My mother always said, “To whom much is given, much is required.” Throughout my career, I have attempted to live up to that mantra.  It shouldn’t come as a surprise to anyone that there are not many black male PR practitioners in the Greater Richmond area. There are even fewer teaching PR classes on our college and university campuses. As one of the few black males in the Richmond PRSA chapter, I have an obligation to practice with an elevated level of professionalism, high ethical standards and a sense of purpose. I delight in the fact that I’m in a position where I can model those principles and mentor young African-American students—especially black males, who are following in my path.  

 

 

Q. How do you define diversity and what does it mean to you?

 

Holmes: Diversity means variety. A diverse organization is made up of people from different backgrounds—racial, cultural, socioeconomic—with varied passions and beliefs, who can share ideas openly without the fear of retaliation or retribution.  

 

 

Q. What are some examples of diversity in your workplace?

 

Holmes: I am fortunate to work in an environment where similarities and differences are highly valued, respected and celebrated throughout the organization. I’m a proud member of the JSRCC Multicultural Enrichment Council, an education and advocacy committee made up of faculty, staff and students, that champions these values. The Council serves as a coordinating body to help the college celebrate the richness and variety in the many cultures and individuals who make up our community and the world in which we live.  

 

 

Q. What are some ways you see PRSA Richmond developing and enriching its diversity efforts?

 

Holmes: As a member of the 2009 class of Leadership Metro Richmond, we spent several months talking about the need to have “courageous conversations” related to diversity and racial issues in the Greater Richmond Region. But we seldom hold those conversations. If PRSA-Richmond is committed to enhancing its diversity efforts, the chapter can benefit from having a series of “courageous conversations” about the lack of racial diversity among its membership base and in the industry in general.  We are fortunate to have an organization here in Richmond that specializes in facilitating such conversations—The Virginia Center for Inclusive Communities.