was really a combination of factors that drew me to Bateman and cemented my decision to join the team. First, a fellow journalist and mutual friend pointed me in the agency's direction when I was first thinking about trying something new. Then, as clichd as it sounds, it was the people who make up the firm who really hooked me in. I found the team to be a group of very down-to-earth, authentic individuals who simply loved what they do. BB: Now that you have officially crossed over, what are you most looking forward to? EM: Having the ability to work as a part of a team -- both here at the agency and with the clients' internal marketing folks -- on shaping a company's narrative over the long term. I will still be working with the written word, but the different pace and narrower focus on just a few companies will allow me to go deeper and be more creative than in my previous role responding to breaking news. BB: How critical do you think the ability to create quality content is to an agency's arsenal of core capabilities? EM: Good writing can mean the difference between getting coverage and being consigned to the spam folder. With so many companies competing for media mindshare and reporters' limited time, it's vital that communications be clear and compelling. Otherwise, it's easy to become just part of the noise. BB: What do you do in your free time? EM: I'm very passionate