fbpx

Christina Steed, Executive Vice President, Flowers Communications Group

by | Jan 9, 2020

Flowers Communications Group won a Gold Award in the “Best Diversity/Inclusion Campaign” category in Bulldog’s 2019 PR Awards.

Christina Steed, Executive Vice President, Flowers Communications GroupLength of PR career (so far): 18 years

Most poignant professional moment: When I was selected as a one of PR Week’s 40 under 40, I felt celebrated as a professional. I was an avid reader of the publication since the time I was in grad school at the University of Missouri at Columbia’s School of Journalism program, and to be recognized on that list made me feel like a PR dynamo.

Best thing about working at your agency: The ability to impact the community that I represent and to be able to encourage the next generation of diverse communications professionals.

Most misunderstood thing about PR: That anybody can hang a shingle on their door and “do PR.” Expert communications work takes a very analytical, strategic, intelligent, thoughtful person who studies their craft to continue to be competitive.

What got you interested in a PR career? I started off wanting to be a broadcast journalist and after being a radio and television reporter while still in school at the University of Illinois at Urbana-Champaign, I realized it wasn’t something I really wanted to do. But I still wanted to work in the industry. I saw a PR rep doing their thing for a nonprofit and decided to learn more about how I could get involved. And here I am still loving the creativity and strategy that is involved in our ever-changing industry.

Best advice to a PR student: If you can’t find a mentor, engage in peer-to-peer mentoring with people within and outside of your industry.

What do you read daily? The New York Times online and I listen to Chicago Public Radio constantly.

Favorite way to de-stress: Daily way to de-stress is to ask Alexa to play meditation music and the spa at the Peninsula hotel in Chicago is always a mainstay.

The moment you realized PR is more important than you thought it would be: I realized how communications runs our worlds and the impact bad communication, or stereotypes, or misperceptions can create chaos. Every industry needs strong communications. That’s something I share with students who are thinking about entering the field. It’s truly an important job that shapes perceptions of everything.

Last time you didn’t do any work all weekend: I actually manage my time in a pretty efficient way where I don’t have to do too much work on the weekend. I spend my time reading and writing on the weekend and being creative so I can approach my work with a new and refreshed perspective during the week and challenge myself to think differently.

Favorite non-work hobby: I love reading, writing and doing yoga.

Last book you read: Breakthrough Intuition: How to Achieve a Life of Abundance by Listening to the Voice Within by Rosemary Guiley

Cocktail of choice: A glass of Prosecco

Your first “real” job: I started a babysitting enterprise when I was 10 and took care of all the kids on my block. I made enough money to buy my first Nintendo game system.

Your ideal Saturday: Waking up early to walk on the lakefront path in Chicago, going to the Farmer’s Market to pick up fruits and veggies, cooking an early dinner, reading a book, and chilling with my husband watching a documentary on Netflix.

RECENT ARTICLES

Why PR professionals need SEO: Enhancing visibility and credibility

Why PR professionals need SEO: Enhancing visibility and credibility

The world of public relations is changing fast. The internet has become the main source of information for most people. This shift means PR pros must now use search engine optimization (SEO) in their work. SEO helps your content show up when people search online. It's...