Charlin Caster, Communications and Knowledge Manager

Hi, Charlin! Can you share what do you do and how would you describe it in layman's terms?

I’m a communications and knowledge manager with USAID as a contractor. I manage a USAID microsite focusing on economic growth, financial inclusion and market systems development. It’s a website where researchers and practitioners are able to have a central place to share their knowledge on economic growth and other resources. We have learning events, including webinars and seminars. We have a bank of resources and blogs, and a lot of very intentionally curated content. So the website really serves as a hub and provides a space for practitioners to form relationships with others who work in their same space. I manage all of  the activities on the site and the program itself, creating new partnerships and alliances with similar platforms around the world. 

Wow. It sounds like being in that role is both creative and technical. What is that like? 

I have a background in communications, but not so much in technical spaces. I have some framing from school, but a lot of it has been self-taught. I didn’t have a lot of the technical language, but I have gone to conferences, tuned into webinars, and I do a lot of reading to know what’s going on and to get familiar with the space. I also write a lot as part of my work, and it forces me to synthesize information and deepen my understanding. 

How did you get into this space?

I’ve always had an interest in doing international work. I was really interested in gender work, exploring the ways in which women are represented in an international space. So I found myself working on women’s economic empowerment. It’s meaningful work, and as for the project management piece, I’ve found that I really have a knack for it.   

What do you consider to be most meaningful about the work that you do? 

Probably that I’m getting to understand how USAID is approaching international development. There’s been more focus lately on capacity-building in the field and making sure those affected by the work are considered from the beginning. The sector is really trying to strip away the white savior mentality, and extract some of those values that are more reflective of western civilization. I’m not sure how effective it will be in the long run, but I appreciate that the “do no harm” mindset is taking root. People are really starting to consider, what are the unintended consequences of this work?  Even though I don’t directly implement projects, I get to share what’s happening, and that feels meaningful. 

What makes you uniquely suited to do what you’re doing?

I have good leadership skills. I’m compassionate, I have a big heart. And I have a genuine appreciation for the communities and the people we work with. I don’t want to be a part of a space that’s taking away resources or white-washing cultures because they’re coming from an uninformed place. 

I also feel I have the technical skills -- communications and management. And I have vision. I know that I want to revamp the site and make it more user-friendly. I have the foresight to think outside of the box in order to bring in a more diverse audience. 

How would you describe your leadership style and how does that influence how you manage others? 

I’m someone that seeks to empower others. I want to lead in a way where I’m not just directing, but asking people how they want to evolve. I recently just started managing two people, and I’ve been working with them to bring out their strengths, and to identify areas where they can grow. I’m also learning what does and doesn’t work for me personally in terms of how I’m managed. I don’t like being micromanaged, for example. I’m very communicative. If I’m responsible for producing something, I don’t like people to be in the dark about where that deliverable is. So overall, I just try to be  flexible, communicate well and often, and give people the opportunity to shine. 

Have you modeled your career after anyone? 

A friend of mine is a foreign service officer, so she’s not in development but she is working in the international field. She’s someone who is very pragmatic and poised, she’s firm but gentle. She has also allowed travel and living overseas to shape her and she takes up influences from different cultures. I appreciate that she has allowed her knowledge to be broadened. She isn’t just going around to these different placements trying to assert what we do in the United States. She has a genuine appreciation for societies and communities she’s lived in. I like that she is always in a learning position and allows herself to grow more. 

Do you get to travel? 

Yes, the first time I traveled for this role I went to South Africa for a conference. I’ve also gone to San Francisco, and Senegal. When I was interviewing, I asked if I’d have a chance to travel and they said at most I’d go to, like, Tampa. So my expectations were low. Then, early on, they asked me whether I wanted to go to South Africa, then an opportunity to go to Senegal came up. I’m excited. I’m always waiting for the other shoe to drop, like they’ll come back and say “Oh, you can’t go.” (laughs)

What do you want to do? 

I’d love to get into program design and implementation, and work on a program advancing women and youth in some way. I’m interested in getting into economic empowerment programs focused on those populations. I think I would approach it with a level of respect, and really center service to the community, ensuring our engagement is as beneficial as possible. It really excites me, the thought of doing interviews with different people, running needs assessments, working with the community to determine what would be most helpful. 

Are there any trends in your field you’re excited about?

I’m most excited about the emphasis on hiring local actors. For example, if there’s a development job in Tanzania, an NGO would try to have someone from Tanzania in that role and not someone from the United States, or the United Kingdom, or Australia. There are a lot of programs that are training people to run their own businesses. There’s a lot of tech programs that are scaling. And, as I mentioned before, there’s a shift away from the savior mentality towards inclusion and integrating the local community as much as possible. 

In terms of the communications field as a whole, how this work is messaged and packaged is also shifting as practices change. Tech is advancing so rapidly, and there are more and more ways to interact and connect with people globally. Social media alone has opened up so many doors. People are digitizing their resources and knowledge databases, and analyzing things and sharing with colleagues around the world. It’s cool, and I’m trying to stay on top of it all. There’s always something new. 

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Nicole Murphy, Head of Consumer Communications at Reddit

Hi, Nicole! What do you do and how would you describe it to someone unfamiliar with the space?

I’m a senior communications manager at Reddit, where I lead our consumer work. I spend a lot of my time on Reddit finding unique ways our users are connecting with one another in various communities on the platform—this could be anything from parents asking for advice or support, to uncovering fan theories from the hottest shows, or highlighting communities that have made a big impact off-platform. Once I identify these moments, I pitch them as story ideas to journalists at media outlets. So a lot of my time is spent on the platform, and talking with and pitching reporters. 

What attracts you to what you do? 

I’ve always been passionate about storytelling. I don’t like talking about myself but I like listening to and hearing other people share their own journeys—their passions, what drives them. Communications is a field where you can do that in a number of ways. Reddit’s users are real people with real interests and passions, and in my role I have the unique opportunity to dive deeper into the “why.” And, also, every company needs communications. (laughs)

Is there a thread in retrospect that you feel has lead you to where you are? 

I never even thought about PR or communications as a career. In college, I actually studied broadcast journalism and thought I wanted to be on TV or radio delivering the news of the day. People say connections and networking are everything and it’s the way I fell into the line of work I’m doing now. My first job out of college, I worked at a political think tank in D.C. where I was able to use my TV and radio background to book experts in-house on broadcast interviews. That was really my first experience understanding how to craft a story angle and pitch media outlets around certain moments. So I kind of just fell into more of a PR role and it took a deep hold. 

And how did you know that PR is what you wanted to do?

I think I loved, and still love, the storytelling element and the fact that most of the work you’re doing is done behind the scenes. There’s also a very human element that comes with doing consumer communications because you’re pitching and crafting story ideas that stem from the trends and events that your friends and loved ones care about and sometimes you have the opportunity to highlight moments that have had an impact on someone’s life. 

Have you ever had to overcome self-doubt as a result of your identity running into the requirements of the job? 

For sure. I’ve definitely experienced imposter syndrome throughout my career. I don’t think that’s a unique feeling but it is definitely something we, as black women, can feel the higher up we climb in our careers where there aren’t a lot of people that look like us in certain rooms. While it can be very intimidating, I try to look at it as an opportunity to be a unique voice and representative in a space. 

As I listen to you, what you’re saying resonates 100 percent. But would you agree, also, that there is something a bit empowering to having your identity play into your strengths of your position? 

Absolutely. It also goes without saying that as black women, we don’t have the luxury of not thinking about our identity in the workplace. With that, I think it’s important to call out any issues or concerns you may have as that unique voice in the room. There have been moments in my career where I’ve had to flag if something felt tone deaf or problematic, or certain decisions didn’t feel like the right path to take. It’s important for me to say something in my line of work because we, as communications professionals, are the external voices for a brand or company. I think it’s harder to speak up in those situations when you’re new to a role or just starting out in your career but there’s a quote that one of my favorite motivational speakers, Carla Harris, says that I read everyday to try to overcome this fear: "If you’ve been invited to the room, you belong in the room.” 

Any final thoughts bouncing around? 

My hope is that as black women continue to get into more positions of power and influence, certain stigmas we currently face in the workplace will fade away. Having more black women and other diverse voices in the room is an opportunity to solve business issues and see ideas and challenges from a different lens. And I’m so happy you’re doing this project and I’m excited to read other experiences black women have faced in their own careers, so thank you!

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Talisha Holmes, Public Relations Professional

Hey, Talisha! Let’s start with the obvious question — what do you do? 

I’m a global account supervisor at MSL, focusing on consumer product goods. I create brand messaging that consumers will understand, and will then hopefully be persuaded to purchase the product or take action. While many PR professionals focus on one particular track (e.g., beauty, travel or finance), I consider myself a generalist because my expertise covers a vast variety of PR functions. 

How did you get into PR?

I’ve been interested in PR since middle school. Don’t ask me how I even knew what it was. At that age I knew I wanted to be in journalism, but behind the scenes creating an impact. 

Fast forward to senior year in college, I got the perfect job in New York working on AXE at one of the top PR firms in the world. It involved athletes and celebrity integration, a lot of media pitching and launch parties. 

That sounds so fun. There is this kind of sexy side to PR that can make it seem very glamorous. What do you find most gratifying or grounding about the space?

The thing I find most gratifying is that I can mentor people around me. Even people above me come to me for advice. I think my strength is teaching, as opposed to being in the weeds of PR work, which can be very stressful. But it’s necessary for me to have the role I have now at this point in my life so that I can step into that teaching role later on. 

Do you feel you’ve been especially tested in your career? 

Yes. I know you want an example...(laughs)  I think just every day code-switching, and making sure you don’t slip up has been hard. Working with people who aren’t used to Black and brown cultures, as soon as you bring that inkling of yourself into the room you have to be prepared for how they will perceive you. You’re wondering, will they judge me? Not bring me into a meeting? Even though you’re still being professional, the way you present as a Black woman can still be very different than what they’re used to. I feel that it’s this constant battle of figuring out how authentic I can be, or how fake do I have to be? Being fake is hard, and it does feel like you’re being tested. You can’t get caught slipping.

So to counter that pressure, I’m curious to know how you decompress. What do you do for self-care? 

Exercising. I try to get to the gym at least once a week, because if I don’t I know things will go bananas. For me, I also like to spend time reflecting on my blessings, as opposed to focusing on the negative. I’ve started journaling those blessings. And, of course, hanging out with my girlfriends when I’m feeling up to it. But those are the things that make me feel good. 

I want to get back to mentoring and the importance that role holds in your life  and your aspirations. How do you feel uniquely suited for that role? 

You have to be direct and transparent in this field which is a quality a lot of people don’t have. Also, just being patient. Nobody in this industry is patient. Nobody thinks that they have the time to mentor or to develop others — they just want everything done quickly. I’ve chosen to take a step back and focus on how we get there, and not just the end product. I’ve noticed over the years that being direct and being patient are rare qualities. I have had exactly  one manager who took that time with me to teach me and develop me. So, my passion for teaching sets me apart. 

What conditions exist in PR that create that kind of environment? 

Everyone just needs to slow down. The news cycle is 24 hours, social media is 24 hours, and so everyone is expected to be on for 24 hours. And that’s unfair. How can you take a break when you have to be on call constantly? So I decided to reclaim my time. When I get to my apartment, I don’t check my emails unless I’m looking for something specific. 

But that kind of “go, go, go” culture comes from the top. People at the top have to emphasize compartmentalization, and model a real division between their personal and professional lives. When people at the top don’t prioritize that way, you see that and feel you have to be that way, too. And you don’t. But until leadership makes it OK for others to not be on email all the time or to just enjoy their weekend, this cycle of burnout and turnover will continue. 

Also, colleagues always want to hang out together outside of work. There’s this pressure to go to the happy hours and things. But I always feel like, I don’t want to hang out with you all! I just want to go to work and when I’m done, I’m done. 

Do you have a source of inspiration or someone you aspire to be like?

One of the  first people I met at my first job in New York is a woman named Sharyln, who is now a senior vice president at Edelman. She’s also an HBCU grad. She went to Howard. She code-switched like we all do, and she was so good at it. She walked with a little Brooklyn bop, had these long nails, a long weave — but she was also articulate, and owned her space. White people trusted her, clients loved her, and she rose up the ranks every year. And she reached back to people like me to provide advice. If I had a concern that I was airing out with her, she would encourage me to speak up and tell people how I felt. She didn’t even realize she was my mentor until I told her a few years ago. She has been a perfect role model. And the way she pours into me, I pour into her. 

I like how you bring up pouring back into her. How do you do that?

I have moved around a lot in my career, between different jobs and agencies. Sometimes, when Sharlyn is thinking about applying for jobs, I’ll tell her what I know and what I’ve heard about different companies. Or, if she’s dealing with a client issue she hasn’t come across, we can figure out how to navigate that issue together. It’s weird. We’re in a place where she’s my mentor and I respect her in that way but I am also giving her things I’ve learned. It was odd when that dynamic first emerged but it was a natural progression. 

What excites you most about your future?

The prospect of being able to teach at the collegiate level. I’d love to go back to NC A&T [North Carolina A&T State University] and give those students what my professors gave to me. That’s what makes me most excited. I just need to get my ducks in a row and get my education so that I can go do that. 

What advice would you share with young Black women who want to be in PR?

Continue to look for opportunities that will not only promote your professional growth but that will also make you happy. I left last night at midnight, and it didn’t rock me. I missed my gym class, but I like what I do so it was OK. So what you do should put joy in your heart. 

If I was talking to college-age me, I would tell myself to continue to find opportunities for free, where I’m not getting paid but writing press releases, and getting that experience. And to do more networking! I hate doing it but it’s so important in this industry. And, also, to just not be scared! I moved up here to New York for a $10 per hour internship. I had three job opportunities coming out of college: the New York internship, a full-time job in Portland, and a full-time job in Austin. My dad was like, “Why would you go do the internship?” He thought it was crazy. But it was the number one public relations firm in America, and I wouldn’t be where I am now if I hadn’t taken that opportunity. Parents know a lot but not everything. You should take a risk if you really think you can bank on it paying off. My dad still thinks I shouldn’t have moved up here. I’m like “Really, Dad? After all these years?” (laughs)

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