💭The Power of Different: Celebrating PR's Unconventional Leaders

Hey PR fam!

This week, we're celebrating the power of breaking tradition. From the women revolutionizing sports PR to the value of non-linear career paths, we're exploring how our industry's biggest innovations often come from thinking differently about what's possible.

In honor of National Girls & Women in Sports Day this month, we're spotlighting the PR powerhouses who are redefining sports communications. Their journeys prove that the most impactful stories often come from unexpected places – just like some of our best PR strategies.

Plus, we're tackling PR's eternal challenge (you know, explaining what we actually do), sharing a game-changing case study template, and bringing you "5 Things" wisdom from Berk Communications' VP Laura Kepus.

Got this forwarded from a friend? Click here to make it official and subscribe to our next one. 

✨ AFFIRMATION OF THE WEEK:
"My non-traditional path is my superpower, and my unique perspective brings value to every table."

💭 LESSON OF THE WEEK
The best PR stories aren't just about metrics – they're about transformation.

THIS WEEK’S MOOD BOARD

mood: power moves, path-breaking energy, and dynamic leadership

🌟 Plot Twist: Why Your Non-Linear Path is Your PR Superpower

Look at any PR powerhouse's journey and you'll notice something interesting: the path is rarely straight. Our industry's most innovative leaders often come from unexpected backgrounds.

Here's why your non-traditional path might be your greatest PR asset:

1. You See What Others Miss
   Every industry experience you bring adds a new lens to your PR strategy. Former journalists know what makes a story tick, ex-teachers excel at making complex topics digestible, and previous customer service roles build unmatched crisis management instincts.

   
   

2. You're a Natural Storyteller
   Career pivots require explaining your "why" – making you expert at crafting compelling narratives. Sound familiar? That's literally what we do in PR every day.

   
   

3. You're Built for Adaptation
   Changing industries means you've already mastered the art of transferable skills. In an industry that transforms as fast as PR, adaptability isn't just nice to have – it's essential.

   
   

4. You Bring Fresh Perspectives
   Your unique background means you see opportunities where others see obstacles. That retail experience? Perfect for understanding consumer behavior. That stint in tech? Invaluable for digital PR strategy.

   
   

5. You Have a Broader Network
   Every industry you've touched has added to your professional network. In PR, where relationships are everything, those diverse connections are pure gold.

Remember: In an industry built on storytelling, your non-linear path isn't just acceptable – it's an advantage. Those plot twists in your career journey? They're actually building blocks for PR excellence.

📝 5 THINGS with Laura Kepus

This week, we're thrilled to bring you our latest "5 Things" interview with the incredible Laura Kepus, Vice President of Consumer Lifestyle and Sports & Entertainment at Berk Communications. With over a decade of experience crafting viral moments and managing six-figure budgets for brands like PUMA, Target, and Beats by Dre, Laura knows what it takes to make an impact in today's evolving media landscape..

From Super Bowl to NYFW, Laura has activated some of culture's biggest moments. Her work spans:

• 🎯 Strategic earned media campaigns

• 🤝 Paid partnerships and influencer programming

• 💫 Celebrity and talent relations

• 📖 Social media management

• 📝 Large-scale event execution

She's the PR pro behind household names including:

• PUMA

• Target

• Foot Locker, Inc.

• Major League Soccer

• Beats by Dre

• HOORAE Media

Laura’s 5 Things: Career Wisdom You Need to Hear

1. Authenticity is King

In Laura's words: "Slapping a logo on something and calling it a day no longer cuts it. Consumers are smarter and savvier than ever before – they can spot what's a money grab and disingenuous."

2. Have a Strong POV and Stick With It

"You're never going to make everyone happy, that's just life," Laura shares. "No matter the circumstances, a company needs to be strong in knowing its identity."

3. People Need to Experience Your Brand

Laura emphasizes: "While the internet (at times) can be great for this, there's real opportunity for companies to build greater and more engaged communities through IRL experiences."

4. It's Okay to Not Know Everything

"If you go into a job thinking you won't mess up, it's going to be a rude awakening like it was for me," Laura reflects. "It's okay to not know everything right away. In fact, it's an impossible expectation."

5. Be A Nice Person

Laura's most powerful reminder: "Having grace, compassion, and ultimately respect for one another is just the right thing to do."

When not revolutionizing PR strategies, you can find Laura watching games, cooking up new recipes, enjoying the outdoors, and traveling the world with her French bulldog, Lucho.

📈 Solving PR's Value Problem

Let's talk about the elephant in every PR meeting room: demonstrating our value. While our impact is clear to us, translating it for clients and partners requires strategic thinking. Here's how to position your work for the recognition it deserves:

Beyond the Numbers Game
Stop leading with impressions alone. Instead, create a narrative that connects PR efforts to business outcomes:

• Link coverage to website traffic spikes

• Track social sentiment changes after campaigns

• Document customer feedback tied to PR initiatives

• Show correlation between media hits and sales inquiries

The Strategy Story
Position yourself as a strategic partner, not just a publicity machine:

• Document crisis prevention, not just crisis management

• Highlight proactive reputation building

• Showcase thought leadership development

• Demonstrate industry relationship cultivation

Value Translation Template
When presenting results, use this framework:

• Business Challenge → PR Strategy → Implementation → Impact → Business Outcome

📚 New Resource Drop: The Ultimate PR Case Study Template

Transform your PR wins into compelling stories with our streamlined case study template. This one-page framework helps you showcase the full journey – from initial challenge to measurable impact – in a format that's perfect for client presentations, portfolio building, and team knowledge sharing.

[Download Your Template →]

Pro Tip: Use this template to document your wins as they happen – future you will thank you during review season!

🏆 Women Changing the Game: Sports PR Edition

In celebration of National Girls & Women in Sports Day this month, we're shining a spotlight on the PR powerhouses who are redefining sports communications. These aren't just success stories – they're blueprints for innovation in our field.

Christen Lockett: From TCU Showgirl to PR Pioneer
As the force behind Lockett-Up PR, Christen is revolutionizing athlete brand management by combining her firsthand sports background with cutting-edge digital strategy. Her philosophy? Athlete brands deserve the same dedication as athletic performance.

Paula Ngon: Cultural Innovation at the NFL
A Forbes 30 Under 30 honoree, Paula is reshaping how sports and entertainment intersect with culture. Through her role managing Events and Entertainment PR at the NFL, she's proving that authentic storytelling can transform how iconic brands connect with diverse audiences.

Amanda Samaan: Building Revolver PR's Revolution
Trading a planned medical career for her true calling in sports PR, Amanda has built Revolver PR into a powerhouse that's redefining authentic representation. Her relationship-first approach proves that unshakeable values and creative innovation can coexist in high-profile client representation.

Crystal Frost: Cultural Storytelling Pioneer
Through MADWMN, launched in 2021, Crystal is bridging the gap between sports, entertainment, and fashion. With over a decade crafting bold campaigns for world-class athletes and iconic brands, she's showing how deep cultural insights drive transformative impact.

Kate Howard: Innovation in Action
Currently leading communications for the four-time WNBA champion Minnesota Lynx, Kate brings innovation to every aspect of sports storytelling. From creating Showtime Sports' first creator program to developing the LA Clippers' pioneering app strategy, she's proving how modern sports communication can break traditional boundaries.

Rachel Parrish: Crisis Management Maven
From managing 'Jake From State Farm' to navigating NBA Bubble communications during Covid-19, Rachel has shaped narratives for some of sports' biggest moments. Her innovative approach to crisis communications and international fan engagement hasn't just broken attendance records – it's redefined what's possible in sports PR.

Flo Jocou: Global Narrative Expert
A true multicultural pioneer, Flo has led publicity for two of the most-watched pay-per-view events in history while pioneering Hispanic media strategy across 200+ boxing events. Now as Vice President at DKC, she continues to bridge cultural gaps in global sports narratives.

Jennifer Levine: Industry Crossover Success
From launching cultural moments at Disney and Amazon to now leading communications for the National Women's Soccer League, Jennifer proves that authentic storytelling transcends industries. Her journey from music at Atlantic Records to women'

📚 The Resource Vault

Your go-to collection of #PREssentials:

• ✨[NEW] PR Case Study Template

• 2025 Strategy Starter Pack

• The Essential PR Audit Framework

• PR Personal Brand Checklist

Pro Tip: Bookmark this section! We'll update it weekly with new resources and remind you of existing tools you might have missed.

🎯 Community Corner: February Events

✨ NEW: The Art of Pitching with Non-Corporate Girls™

Powered by Luminary
Thursday, February 27
5:30 - 7pm EST

Get ready to transform your pitching game! Join powerhouse speakers Tequilla White (TWPR) and Mykail James (The Boujie Budgeter) for a unique case study format session that will revolutionize how you approach pitching.

Special Features:

• Strategic pitch tailoring techniques

• Real-world case studies

• Exclusive post-event resources

• Chance to win private sessions with Tequilla White

• Expert moderation by NCG co-founders Ayanna Dutton-Diaz and Delaila Catalino

[Register Here →]

☕️ The PR Parlor: Agency Insights & Innovation

Wednesday, February 26, 2025
6:30 PM - 8:30 PM
Bedford Studios

Get ready for a reimagined roundtable experience where NYC's brightest agency minds come together to share, solve, and connect. This month's intimate gathering focuses on agency life – from growth strategies to client relationships and team building.

What Makes This Evening Special:

• Limited to 20 attendees for meaningful conversation

• Dynamic roundtable discussions on agency best practices

• Peer-to-peer problem solving sessions

• Artisanal coffee & refreshments

• Lasting professional connections

[Limited Seats Remaining - Register To Join Us →]

🎉 PR Night Out with Miss EmpowHer
February 27th, 6:00 - 9:00 PM
Waiting On A Friend

We’re a week away from our collaboration event with Miss EmpowHER! Join us for an evening of real connections and meaningful conversations! Limited to 50 PR professionals, this isn't just another networking event – it's where genuine relationships begin. [We’re 1 Seat Away From Selling Out →]

What's Included:

• Strategic networking in a chic setting

• Cocktails & hors d'oeuvres

• Professional photographer on-site

• Exclusive raffles and giveaways

• 20% gratuity included

💼 Who’s Hiring

Featured Job Opportunity

First and Last PR | Director of Public Relations
Jersey City, NJ | Hybrid (1-2 days in office)

First and Last PR, an award-winning beauty, wellness and lifestyle agency, is seeking a strategic PR leader to drive innovative campaigns for renowned global brands!

The Role: Guide strategic client relationships, shape national campaigns, and lead top-tier media efforts. You'll be the team coach and go-to problem solver while maintaining smooth communication across accounts.

Ready to lead award-winning campaigns with an amazing team? [Apply Here →]

Currently, hiring? Looking for your next gig? Head to our career center to apply to our partner listings or post your job opening.

💬 Send To The GroupChat 

Do:

• Download our case study template

• Apply for The PR Parlor February gathering

• Grab your tickets for PR Night Out

• Register for The Art of Pitching

• Connect with our featured Sports PR leaders

That's a wrap on our Thursday edition, PR fam! See you next week as we continue exploring what's possible in PR this year.

Kindly Circling Back Forever,
PR Girl Manifesto

Got this forwarded from a friend? Click here to make it official and subscribe to our next one.