BlackWomenWork

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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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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