In her own words: Lori Heeren of Reno Media Group

Northern Nevada Business Weekly: Tell us about your company and the duties of your position.

Lori Heeren: Reno Media Group has seven radio stations — Sunny 106.9, Alice 96.5, 103.7 The River, 93.7 BOB, SWAG 104.9, CBS Sports 96.1/1270 and our new baby, Little City 97.3. I oversee sales, programming and all business operations.

NNBW: How did you get into this profession?

Heeren: I was on-air first in college and wanted to make more money and landed in sales.

NNBW: What’s the most important thing you have learned in your career?

Heeren: You make your own luck.

NNBW: How did the recession change the way you do business?

Heeren: We had to work and think harder than ever before with fewer people on our staff.

NNBW: What was your first job?

Heeren: “Walking” soybean fields for weeds — I’m a South Dakota farm girl.

NNBW: Tell us about your dream job. Why aren’t you working it?

Heeren: A singer — I wasn’t willing to starve for my art.

NNBW: Have any advice for someone who wants to enter your profession?

Heeren: Commit to a lot more than 40-plus hours a week to be successful. Do what it takes.

NNBW: What’s the most fun you have had on the job?

Heeren: I love to produce events for radio stations — the most fun is when you look around the event and see thousands of attendees at a successful event along with very happy sponsors and staff; it’s like a giant party that you’ve thrown. That’s the most fun I have in this business.

NNBW: What’s the best advice anyone ever gave you?

Heeren: Love many, trust few, but always paddle your own canoe (my great grandmother).

NNBW: What are your favorite hobbies or pastimes? How do you spend your time away from work?

Heeren: Spending time with my family and good friends, playing the piano.

NNBW: If you could live your life over again, what one thing would you change?

Heeren: Nothing — all my joys and disappointments have made me who I am today.

NNBW: What has been your biggest professional accomplishment?

Heeren: I still hear from past employees who tell me I was their mentor.

NNBW: What did you dream of becoming when you were a kid?

Heeren: Mrs. David Cassidy.

NNBW: If you had enough money to retire right now, would you? Why or why not?

Heeren: I wouldn’t — I love what I do, and this business keeps me young.

NNBW: What’s the last concert or sporting event you attended?

Heeren: Reno Aces ball game.

NNBW: Where’s your perfect vacation spot?

Heeren: A tropical beach with turquoise waters.

NNBW: Why did you choose a career in northern Nevada? What do you like most about working/living here?

Heeren: I love Nevada and the freedoms it offers. I’m proud to say I’ve worked on both sides of this great state.

Know someone whose perspective you would like to share with readers? Email reporter Rob Sabo at rsabo@nnbw.biz or call him at 775-850-2146.