He thought about academia and a possible plum position with Harvard Business Review. But Schellhardt, 55, was intrigued by the technology revolution-but from a different angle.
"With so many high-tech companies foundering or failing, I wondered what role has public relations played" in the dot-com shakeout, he said.
Schellhardt decided to join Chicago-based Corporate Technology Communications to oversee the development of all written materials for its high-tech clients.
Having been on the other side of the PR fence, Schellhardt knows how to make the media bite. "How do you get someone interested if they can't even understand the lead sentence in a release?" Schellhardt asked. "If you're like me when I was a reporter, you toss it."