Laura Emanuel

The Basics (how many years have you been in the business and what’s your education – no fluff, just the facts, ma’am)

12 years in PR; Cabrini University – BA, journalism concentration

What does 215 mean to you, in one word?

Underdog

What does gritty mean to you?

Embracing the challenges, the hurdles and the tough days with resolve (and a smile).

What have you become an expert in that you never expected?

Saying more with less. Getting to inbox zero. Coffee snobbery. Grammar.

What do other PR agencies tend to get wrong?

Output over outcomes – that is so backwards to me. It’s time agencies hold themselves accountable for more than just communication outputs and impressions. The best agencies strategize to deliver outcomes that illicit true change and influence behaviors and perceptions. This goes hand-in-hand with brand awareness PR campaigns – let’s agree to not do them unless we attach the business rigor that is required to drive outcomes.

What is good journalism?

When it’s so accurate and relevant to your life and the world at large that you actually read/watch to the very end and then you think or do something differently as a result.

If you weren’t in PR, what would you be doing?

It’s a toss-up between a hotel interior designer or more likely, creating those fun, quirky nail polish names.

What’s the difference between PR and Advertising?

Control

Does your family really have any idea what your job is?

Gosh no! My dad once asked if it was difficult to give critical feedback to a journalist.

What surprises clients the most?

Honesty, accountability and overtime, the friendship that develops. Above all, the courage to test something that is out of the brand’s comfort zone but yet so right for it.

If PR were a car, which would it be?

I’d love if it were an Aston Martin – James Bond would be a PR force to be reckoned with! But, I think the better representation would be a Tesla Model 3 – it brings the innovation, mass-appeal, style, intelligence and insane efficiency that every PR pro must possess. Most importantly, the Model 3 has the ability to make or break the brand – just like PR pros.