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 what they see as the greatest challenges and opportunities for the industry, where they find inspiration (and how they switch off), what they’ve learned about themselves, as well as the creative campaigns they love and the work they are most proud of.

In the latest Q&A in the series, we chat with Nicole Cornish, previously CEO of Subject Matter, who as of this week serves in that capacity for the newly merged public affairs firm, Subject Matter+Kivvit.

What are the greatest challenges and opportunities for the PR and communications industry over the next 12 months?

Attracting and keeping talent. We’re a people-centric business and — despite what the AI trends are telling us — we’re only as good as the best human brains we bring to the table, and the recruitment game has been so up and down the last few years. Practitioners in our space have high expectations, as they should. Top talent want to work with interesting clients and smart colleagues, and feel like the workplace is more than just a Zoom call or a Slack channel.

What’s the best PR campaign you’ve seen recently and why?

I’m a mom of two biracial kids, and skin color is an ongoing topic of conversation in my house. While not that recent, the Gillette Venus “skinclusivity” partnerships with Animal Crossing and other entertainment industry talent got my attention. Players could choose from 19 different skin types in eight tones, making it easier to make a character that looked like them. I’m not a gamer, but my children certainly are, so I’m trying to embrace it more as a medium for positive influence.

What work from your team are you most proud of over the past year?

Kastle’s Back to Work Barometer. It tracks office occupancy in ten major metro areas nationwide and has become a critical tool for navigating new hybrid work trends. It became a valuable data asset for our client’s strategic communications efforts.

 

What have you learned about yourself over the past couple of years?

I have a green thumb. Until recently, I’ve never been able to keep a plant alive. It’s a running joke with my friends and family. A few years ago, a dear friend started gifting me various plants, along with his tips, on how to care for them. Now I take great pride in my little thriving indoor greenhouse.

How do you switch off and maintain wellness?

Neighborhood walks with my husband do the trick. Fresh air, one-on-one time without disruptions, and no phones make the 45 minutes a few times a week something I look forward to.

What cultural source has provided creative inspiration for you lately?

I’m generally a TV and movie junkie. It’s yet another way I switch off. I recently finished “Bad Sisters” (and no, it wasn’t the murder creativity that inspired me). I loved how the character’s homes added to their character development and highlighted the differences between each of the sisters.From an eclectic studio apartment to a modern mansion overlooking the sea to a cozy farmhouse. I’m currently embarking on a home renovation, so all things home design catch my eye these days.

If I wasn’t working in PR/comms I would be…

A radio DJ. Maybe on a morning show. I don’t have the voice for it, but maybe it will be my post-retirement plan, even if no one is listening.