In recognition of Women’s History Month, we’ve taken the opportunity at Xenophon to highlight the contributions, experiences, and ambitions of the women on our team. This month allows us to appreciate and learn from the stories of courage, leadership, and innovation that women across all sectors, including public relations, continuously contribute. We asked the ladies on our team some fun questions to delve into their personal experiences and inspirations.
1. Can you share a story about a woman who has inspired you personally or professionally?
Annie: Catherine the Great! She’s been on my mind recently since I’m watching a show about her life. A German who went to live in 1700’s Russia as the wife of Peter III, she prepared for her new life by learning the Russian language and converted to the Orthodox Christian faith, displaying a strong commitment to her adopted country. She believed the way her husband ruled was inadequate and helped him get overthrown. She eventually took over as ruler, and is credited with reinvigorating Russia, expanding its borders, and fostering the age of the Russian Enlightenment. Catherine’s journey is a testament to believing in oneself amidst doubt and adversity; it’s about having guts and breaking molds.
Charlotte: I know it’s cliché, but my mum definitely deserves the title. She is the hardest worker I know. In 2011, my family moved from Australia to a small town in South Carolina, USA, and essentially had to start from scratch professionally. My mum was the Head of the English Department at a high school in Australia, but her credentials weren’t recognized or translatable after we moved. However, that didn’t stop her. An opportunity arose for an English teacher position at the small school I attended, and she applied and got the job. Within 8 years, she rose from an English teacher to the principal, achieving this through her determination, grit, and effort, all while raising three children. What a badass!
2. Have you had a women mentor and how has this mentorship helped your career?
Jennifer: I was extremely lucky when I started my PR career to work with a team of women who were immensely talented. They taught me not only real-world PR lessons, but how to navigate and thrive in an agency setting. Working at a PR agency isn’t for everyone – it’s fast paced, you’re learning multiple industries at the same time, juggling various deliverables each with their own deadline, and being detailed oriented all at the same time. The women who taught me all of these skills are some of the best mentors I could’ve ever hoped for and have shaped me into the PR professional I am today.
Annie: My first internship working at a PR agency, I had a supervisor that was patient, kind and willing to share her wisdom with me. She would assign me a task and then would take the time to explain to me what I did well & what could use improvement. She shared the different styles each client preferred when writing up a press release, pitch, etc., and taught the importance of knowing how to personify their brand through our work. Her mentorship went beyond technical skills; it was about instilling a mindset geared towards continuous improvement and adaptability.
Also, JJ Lay as my supervisor/boss has been beyond beneficial during my time here at Xenophon! She has really taught me the importance of detail and keeping in mind the who, what, when, where and, most importantly, why when providing a deliverable to a client.
Charlotte: I began my career in PR while serving in the U.S. Army, accumulating nearly seven years of experience in the industry. During this time, I encountered both excellent and poor examples of female leadership. The best mentor I’ve had thus far, recognized my potential from the start and mentored me. She demonstrated that a true leader uplifts and supports other women, emphasizing that undermining others offers no benefit. Beyond leadership skills, she taught me how to craft press releases, brief and pitch to senior stakeholders, and provided encouragement when I needed it most.
The value of having strong female mentors cannot be overstated. My mentor’s influence on my approach to leadership and operations in the PR industry is profound, and I strive to pass on the lessons and guidance she provided to my female Soldiers. I maintain regular contact with her to this day and cannot thank her enough. Without her mentorship, I would not be the professional I am today.
3. Why is it important to have women leaders in your industry?
Annie: Women leaders can bring unique insights and experiences that can reshape strategies, making them more inclusive and resonant across a broader audience spectrum. Their leadership often emphasizes emotional intelligence and collaborative work environments, which are key in nurturing creativity and encouraging open dialogue—an invaluable asset in an industry reliant on storytelling and relationship-building.
Siobhan: It is important to have women leaders in PR because they serve as powerful examples for younger generations. It is significant for young women to have strong female mentors and role models in the work force because they guide and inspire young women through leadership and experience. Women also bring different qualities to leadership roles that have enhanced organizational success by approaching these roles with empathy, inclusiveness, and diverse opinions.
4. Any professional goals you hope to accomplish?
Siobhan: My long-term goal is to own an international public relations agency.
Charlotte: It is a while away, but I hope to one day start my own PR firm.
Annie: I’m currently learning the ins and outs of digital marketing and I hope to soon be a wiz on the topic – an important one this day in age. I also want to get to a point where I can confidently lead a campaign from start to finish.
In the future, I hope to work in book PR & it would be an absolute dream to work with some of the authors I admire.
5. What advice would you give to young women who are aspiring to succeed in your field of expertise?
Jennifer: Be curious, listen, speak up. Learn from those around you and how they do things. So much of what we do isn’t taught in school, it’s by watching and listening.
Annie: Never stop learning! PR encompasses A LOT of tasks and there are constant changes and new trends emerging all the time. Staying updated with the latest industry trends and tools is crucial. Also, don’t be afraid to make mistakes or admit you don’t know something. There is always room for improvement, and if you are surrounded by good leadership, they will give you that room.
Siobhan: Be curious! The public relations field covers many different areas and will continue to change and evolve. PR is impacted by people, culture, social issues, beliefs, etc. PR professionals should have an open mind and a craving for learning. My last piece of advice is don’t be afraid to make mistakes – it’s how we learn and grow as people and as professionals.
6. In what ways do you think women’s roles in PR have evolved since you started your career?
Jennifer: I don’t know that a woman’s role has evolved as much as the PR industry itself has evolved. When I first started, we created media lists by flipping through essentially a phone book for journalists and faxing press releases. Now, that’s all automated. I have only worked at two PR agencies in my 20+ years, and at both companies I have been fortunate enough to have my thoughts and ideas valued and been given opportunities to learn and grow.
Siobhan: Since starting my career in PR, I’ve had the honor in experiencing first-hand how women have shaped the industry. Women are trailblazers in the PR industry. Women’s contributions in PR continue through their leadership and expertise by increasing productivity, enhancing collaboration and communication, and improving fairness.