Elizabeth Rosenberg, Global Head of Communications at 72andSunny, joins us to shed light on the huge role PR/Communications professionals play in the agency world. Hear about why encouraging speaking engagements within your own office is underrated, the strategy involved in crafting and pitching a story to the media, tips for networking in the industry, the demand for PR talent, how we should be receiving and using the feedback we get, and tips for getting paid what you’re worth.
How advertising found her, and the role that PR/Comms plays within an agency.
How the industry and individual agencies are making room for more diverse voices, and why encouraging speaking engagements within your own office is underrated.
The role that PR/Comms plays in getting work out into the world, the strategy involved in crafting and pitching a story (and how it’s different from PR practices of the past), and partnering with client Comms teams.
Advice for aspiring Comms professionals, including how to bond with the media on a human level, tips for networking in the industry, and how people express their PR chops in their application materials.
The demand for PR talent, and why social is the scariest part of PR.
How we should be receiving and using the feedback that we get, tips for getting paid what you’re worth, and why we should periodically rewrite our own job descriptions.
“There is such an understatement of doing speaking engagements at your own office. Just getting people comfortable talking about things in front of a crowd and in front of their peers is always a step in the right direction. Whether you have a speaker series, or you’re encouraging people to do a Lunch and Learn, getting people to get more comfortable talking is an opportunity to then get those people outside of your walls and in front of other people.”
“We’re here to make the work PR-able, not PR the work. […] The earlier we can come in in the process and look at creative work and help advise and guide if something is actually going to be picked up by the press, the better. I can’t tell you in my career how many decks I’ve seen after the fact where we’ve sent something over to the client with a New York Times headline mocked up. And the client thinks it’s going to be on the cover of the New York Times, and there’s no way in hell that media are even going to cover it.”
“The better that someone listens to feedback, the faster they move forward.”
Keep in Touch
Elizabeth on LinkedIn
Elizabeth oversees global communications, which includes PR and marketing, brand reputation, social and awards for 72andSunny. A Los Angeles native, Elizabeth has been in the lifestyle and entertainment industries her entire life. A few years ago, Elizabeth made the leap into advertising where her love for creativity, strategic planning and innovative content could converge into one.
In her spare time Elizabeth is a culture vulture who loves to travel, eat street food and be as close to a body of water as possible. She's also learning the joys of deleting her email and socials from her phone while on vacation.