I recently was having an e-mail exchange with Karen Lutto about some archery products and I thought “Dang, Karen would make for a very interesting interview!” Karen is the President of Hunter Outdoor Communications, a media and public relations firm representing clients such as Rage Broadheads, Hi Mountain Seasonings and some other cool companies which you can find on her website. I truly want to thank Karen for taking time out of her busy schedule to answer some questions. ~DesertRat
1. You are the President of an Outdoor Communications company – tell my readers a bit about your journey
I started the company in 1992 when my daughter Ashley was born. I wanted to be home with her and work out of the house. My company, originally named, Lutto & Associates, Inc. handled the public relations for a variety of companies ranging from outdoor to real estate, retirement, banking and business to business.
2. I think it’s fair to say that years ago, the outdoor industry was predominantly male. That is no longer the case. Do you still run into the “good ol boy” attitudes anywhere?
I can say, I have been very fortunate working in the outdoor industry. Yes, it is a male dominated industry and always will be. However, most outdoorsmen are more than happy to share their knowledge and help to bring new people into the sport.
I have not experienced the “good ole boy” attitude much here in the US, however traveling abroad and hunting it has been different. Small villages through Europe were definitely not used to having a woman as part of the hunting group – especially 10+ years ago.
3. Has hunting gotten “too commercial”? If not, do you think it can ever reach that point?
Yes. I hate to say it, but watching some of the television shows and even reading some of the articles in major magazines are diluted with product sponsor information. It is a catch 22 for me. I am one of those sponsors – but I am also a viewer and reader.
4. What is your favorite thing to hunt?
Since I can’t hunt Africa all the time, my favorite U.S. game animal to hunt is the pronghorn.
5. What is the dream hunt you haven’t done yet?
Sable. They are not only beautiful and majestic but challenging to hunt.
6. What is an aspect about your job (good or bad) that might surprise my readers?
Most people think that this is a glamorous job with travel all the time. However, the reality of it that 98% of the time is spent on the computer and the phone. I work 7 days a week and am available 24 hours a day via my cell phone. Writers are always on deadline and in order to be successful at your job you must be accessible to the media when they need information.
7. Where do you go from here?
Fortunately for me, I love my job and the people I work with. The company is very focused now – our clients are in the outdoor, hunting, fishing, marine and shooting arenas. We do not have to solicit business – it comes to us and we carefully choose who we want to work with – companies that fit into our family of clients.
I have no intention of growing the company into a big agency – as that will defeat the purpose and goals I set when starting the company – to provide personalized, expert PR services to each of my clients and to the media in a timely, professional manner.
Bigger isn’t always better. I prefer the small personalized service – as do our clients.
