In our rebooted 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 Molly Starmann, the new managing director of Golin's office in Chicago.

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

My career started in marketing agencies, then I moved in-house and held multiple marketing roles. For over a decade I was focused on driving sales results, creating award-winning advertising campaigns and innovating R&D designed to drive bottom line results. I was on a great path and was loving what I was doing. 

Surprisingly, a trusted communications leader gave me the opportunity to lead his US comms team – the ask was to shift your career path to comms because they needed a leader who could integrate functions, had a pulse on consumer insights and could lead a team to drive bigger impact. I knew nothing about writing press releases or pitching media, but I knew the team were experts at that.  I always valued my comms partners while I was in my marketing roles but never imagined it was a path I would or honestly, could take. 

I ended up trusting that leader, I trusted the comms team and I trusted that I could learn and lead at the same time and I took it. Best decision ever as clients/brands must succeed in integration to make a greater impact.  A decade later, I know I am a better leader and practitioner for it.

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

The most impactful creative starts with bravery, tension and a human truth.  We partnered with our clients, GrubHub, to not only deliver a campaign called “special delivery”, giving brand new mom’s their most craved post-birth meal at the hospital (talk about a real human truth) but tested the whole creative development process with all new AI tools. 

We partnered with our brave clients to learn how AI can assist us in getting to the best campaigns, while still maintaining authenticity and respect for the creative process.  We learned so much and the team is sharing it with the industry now. 

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

I can’t help but channel our founder, Al Golin, in answering this. Curiosity is imperative.  That really means always learning and wondering what is going on with people, with industries, with the brands, with your teams.  Always asking if there is another way. Is there another solution? What would work best? Curiosity drives innovation but also helps you stay challenged, humble and a great listener.

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

McDonald’s had quite a year in 2024, navigating more challenges in 12 months than any company or brand could imagine having in a decade.  Their leaders, particularly their impact leadership, drove a response that academics and practitioners will speak about for years to come: they grounded their responses in their values, in transparency and in facts. 

While navigating the challenges, the brand was brave in delivering culturally relevant proactive comms campaigns and fueled the fun of the Grimace-Effect for the New York Mets. 

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

Arianna Huffington is an fantastic example of evolving leadership which is grounded in authenticity & transparency. She is obviously known for co-founding The Huffington Post in 2005, which transformed digital media and news consumption. However, what I find particularly noteworthy is her pivot to wellness leadership with Thrive Global, launched in 2016.

Her leadership style has several distinctive characteristics: She effectively communicates complex ideas through personal storytelling and is skilled at taking scientific concepts and translating them into actionable advice. She has shown incredible adaptability by reinventing herself as a leader, which is so admirable.

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

ASICS has an inspiring platform rooted in mental health and wellbeing that has been winning awards for years - each with creative ideas and consistently flawless execution. They are bringing their purpose to life in always delivering on mind/body connection and are doing so in very culturally relevant ways.

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

This question is very funny but I honestly cringe every time I hear “why can’t comms have a seat at the table?”.  Just sit at the table – build relationships and make an impact, that’s what we do every day and that is why we earn the right to have a seat at the table.

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

Be curious. Innovate. Learn how AI can enhance your skills. Follow great leaders.  Try something new.  But most importantly, your first job is not your last job.  Your career is a journey. Embrace the opportunities that come your way.

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

No guilt with this answer. My only pleasure is facetiming or snapping with my college - aged kids. It always ends in a laugh and warms my heart.