Continuing our “5 Questions” series, Mike Cohen shares his advice for career development and the odd thing he does with his phone at night.

1. What’s your favorite thing about working in the PR/PA industry?

I love the opportunities I get to become an expert in a variety of fields and industries, depending on the needs of the clients.

2. How do you see the communications landscape changing in the next few years?

As user customization reaches an all-time high, public relations professionals and marketers will have to find innovative ways of not only reaching an audience but also in keeping their attention. For example, Facebook’s recent newsfeed changes, giving users increased control over the content they view, will require brands and strategists to find innovative ways of sustaining relationships with their audiences.

3. Any advice for aspiring PR/PA pros?

Use Twitter to create and segment lists of industry professionals. You’re never more than a couple clicks away from connection with someone or something that could change the course of your life professionally. I actually found Nyhus through scavenging Twitter looking for unique firms with distinct personalities.

4. What do you like to do outside of work?

Anything involving live music and/or strong drinks. People watching never gets old, especially in Seattle.

5. What’s one thing about you that would surprise me?

I’m probably the only millennial who sleeps with their phone in another room.