In our Headliners series of conversations, we get under the skin of PR and communications leaders around the world who have made PRovoke Media headlines recently, uncovering the risks they have taken in their career, the people, brands and work they admire, their advice for industry newbies, and their guilty pleasures.

In this week's Q&A, we speak to Ginger Porter, who left Golin after more than two decades to serve as Edelman's US COO.

What’s the biggest career risk you’ve ever taken? How did it work out?

Perhaps my biggest career risk is happening RIGHT NOW. Leaving the comfort of my previous agency after 23 years to join Edelman and relocate from Chicago to New York City. In our industry, we encourage taking calculated risks every day, and I like to practice what I preach.

When I've trusted my gut (and my personal board of advisors), the risks I've taken along the way have always brought growth, new perspectives, and a ton of FUN!

What's the biggest creative risk you've ever taken?

Many years ago, for a major pet specialty retailer, we created a brand campaign celebrating the joy pets bring us daily. We intercepted people during life's most mundane or stressful moments by bringing puppies and kittens to the Wall Street trading floor, university finals week, retirement centers, and the DMV.

Dogs and Cats and Route 66. What could possibly go wrong? The logistics of safely transporting animals cross-country from LA to NY in an RV (which we dubbed the “Waggin’”) required Olympic-level planning and execution.

Fandom grew city to city, mile by mile. Standing in a DMV line with a gaggle of golden retrievers takes you from purgatory to paradise real fast! The campaign generated tons of inspiring content and brand lift metrics that beat expectations, while also reminding me why I love what we do.

What do you think are the most important character traits for a great PR person?

CURIOSITY and GRIT. Curiosity drives us to ask better questions, make discoveries, and learn new perspectives. Grit gives us the resilience to navigate challenging situations, push through obstacles when others might quit, and maintain persistence when results don't come immediately.

Which company or organization do you most admire in terms of PR, branding or reputation management?

I've been impressed by how REI has built a brand that transcends their products through values-driven initiatives like #OptOutside. By closing stores on Black Friday and encouraging employees and customers to spend time outdoors instead, they created an evergreen movement that perfectly aligns with their purpose.

Which individual, in any field, do you think exemplifies outstanding leadership or communication skills?

I’m a little hungry as I write this, but I admire chef José Andrés. He’s found a way to turn his culinary leadership into humanitarian leadership by delivering millions of meals in disaster zones worldwide. I’m a big fan of his food but knowing this makes every bite even tastier.

What's the best campaign you've seen recently?

I'm an advocate for mental health and I also know the creatives who developed it, but I really think ASICS' "Desk Breaks" was pure genius. It tackled an unlikely villain: the office desk. Brian Cox ("the world's scariest boss") warned office workers about the hidden perils of sedentary work. “Wake up, Geniuses!” Just 15 minutes of physical activity can boost mood by 20%. A smart idea, brilliant content and the right influencer equals the perfect win-win for the brand and audience.

Heineken's "Boring Phone" also deserves mention. They brilliantly tapped into early 2000s nostalgia with an app that transforms smartphones into "boring phones"—blocking notifications, apps, and cameras for a set period. It's a fun invitation to disconnect and rediscover authentic social connection. In a world of digital noise, sometimes less truly is more.

Is there an industry trend or discussion you think is over-rated or exaggerated or just plain stupid?

The fear that AI will replace PR professionals misses the point entirely. The real opportunity lies in leveraging AI to amplify human creativity and strategic thinking. Tomorrow's agency leaders won't be those who resist AI, but those who embrace it as an agent to their success. 

What's one piece of advice you'd give to someone entering the PR industry today?

Set high standards and be the best version of yourself every day. But also, invite others' excellence in— because when everyone brings their best, everyone wins.

What's your guilty pleasure when you need to unwind from the high pressure of PR?

I could walk for hours—any city, any time—with Spotify and my new puppy Linda. There's something magical about the combination of movement, urban discovery, and my AirPods that helps me process things. It's where my best ideas are born.