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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