We’re taking a break from our friends in the media this month to put the spotlight on one of our own.

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What’s one thing about real-world PR that has surprised you most in your first few months here compared to what you learned in college — and how are you adjusting?

The biggest surprise for me has been just how much PR is about relationships. In college at the University of Denver, where I majored in Marketing, most of what I learned was concept-driven and project-based. PR was barely covered, and networking felt like a footnote.

Coming into a PR firm, I quickly realized that building strong relationships—with clients, media contacts, and colleagues—is at the heart of the work. My aunt, who’s had a diverse career in marketing and PR, encouraged me to start at a firm to dive in early, and I’m so glad I listened.

Adjusting hasn’t always been easy. Managing multiple clients at once, learning the ins and outs of different industries, and prioritizing tasks can feel overwhelming. But that challenge is also what I love most—every day is a chance to learn something new and expand my perspective. After just over two months, I’m still learning, but I already know that relationship-building and curiosity are going to be the keys to thriving in this field.

What’s the most underestimated tactic or tool in PR right now that you’re dying to bring into this firm?

If there’s one PR tactic that’s often overlooked, it’s persistence—and Novitas is a master at it. Pitching stories to the media isn’t just about sending emails; it’s about follow-up, timing, and patience. Here, we don’t give up after one try—we reach out at least three times. More often than not, it’s that third email or call that finally gets a story picked up.

Persistence also shines when building media lists. Automated tools and platforms can help, but digging in manually to find the right editors and reporters pays off in results. It’s this commitment to the “long game” that makes Novitas stand out, turning dedication into real coverage and real results for our clients.

What’s one PR campaign — from a class project, your internship, or even something you followed obsessively on social media — that completely rewired how you think about storytelling, and what was the exact ‘aha’ moment?

One of my biggest “aha” moments came during a Customer Experience course in my senior year at the University of Denver. For our class project, we worked directly with Red Rocks Amphitheater, tackling a real business challenge: the venue had almost maxed out its revenue from shows and was looking for new ways to enhance the customer experience and generate more revenue.

My group was assigned the young adult audience, and we spent a weekend at the DU Mountain Campus working alongside a PR company. What surprised me most wasn’t brainstorming solutions right away—it was how much time we spent digging into the audience’s pain points. We mapped out every friction point in attending a show, thinking about what could make the experience smoother, more memorable, and ultimately more valuable.

The “aha” moment hit when I realized that storytelling isn’t just about clever ideas—it’s about understanding people deeply and creating experiences that resonate with them. Each group’s solutions were completely different because we focused on different audiences and pain points, which showed me how personalized approaches can transform results.

This lesson still shapes my work at Novitas: whether it’s with coworkers, clients, or media contacts, I constantly ask myself, “How can I make this experience better, easier, or more enjoyable?” It taught me that great PR starts with empathy—and that insight has been a game-changer.

In the short time you’ve been with Novitas, what’s a favorite moment or something you knocked out of the park for a client or the team?

A standout moment for me at Novitas came just a month after I joined—helping organize the Day at the Capitol for our client, the Colorado Coalition of Cyberschool Families. Traditionally a large rally on the Capitol steps, this year we transformed it into a more interactive, intimate experience with a mobile STEM lab for families and legislators to explore, and we even nominated four legislators and the governor for the School Choice Golden Apple Award.

As the primary organizer and point of contact, I jumped into every detail—securing the Capitol permit, coordinating with the STEM lab team, arranging food and awards, and creating the day’s program. It was my first major event in an industry that was new to me, and it was thrilling to see it all come together.

The most rewarding part was being at the event itself. Watching students, parents, and legislators engage with one another, tour the STEM lab, and share their stories about online learning was incredibly impactful. Hearing online students speak about how virtual learning had transformed their education made all the planning worthwhile. The event was a huge success and truly impactful for our client, highlighting their mission and strengthening connections with families and policymakers. It was a powerful reminder of why advocacy and thoughtful PR matter—and it’s definitely a highlight of my time at Novitas so far.