Alongside the puzzle of the postlaundry lost sock, one of life's eternal mysteries has to be the hiring of PR specialists. Companies ostensibly employ press representatives to get word out about their services and products. But surprisingly few of these so-called professional communicators possess communications skills. In the world of arts PR, where theater, opera, and dance companies have to fight for dwindling column inches, knowing how to interact with journalists is key — and no one does the job better in the Bay Area than Erica Lewis-Finein. She represents several smallish San Francisco-based companies such as the Cutting Ball (whose co-artistic director dubs her "the best"), as well as the Aurora Theatre in Berkeley. Lewis-Finein approaches her job with professionalism, creativity, and a quiet sense of humor. She gets out the message without being pushy, is always responsive, comes up with excellent story ideas, and — most important of all — knows when to back off.

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