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.