In our new 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 to Radina Russell, Edelman's Atlanta lead, who was recently promoted to chair of the agency's US corporate practice. 

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

The challenging economic outlook is impacting all industries, PR is no exception. So the question for us is, how do we continue to deliver for clients who depend on us while managing our business to the current environment? The upside is that our clients need us more than ever before.

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

I love the Vaseline See My Skin campaign. I’ve suffered from psoriasis for most of my life and was misdiagnosed until I was 22 and finally saw a Black dermatologist who immediately recognized what psoriasis looks like on dark skin. It makes me happy to know that others won’t have go through the same challenges I did. 

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

It’s less about the actual work and more about a job well done. I’ve sat in the client seat before and when your agency partner is able to take things off your plate and help you keep your head above water it makes all the difference.

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

I like to empower my teams to try new ideas and encourage people to think outside the boundaries of traditional PR. What can we learn from banking, manufacturing, research to help improve our work?

How do you switch off and maintain wellness?

I enjoy a weekend nap.

What cultural source has provided creative inspiration for you lately?

I saw the new Whitney Houston documentary which shares the story behind her medley performance of I Loves You Porgy/And I Am Telling U I'm Not Going/I Have Nothing at the 21st American Music Awards. For someone as talented as Whitney Houston to continue to seek out new ways to challenge herself at a craft that she’d mastered inspires me to keep pushing.

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

Leading business development or working in corporate venture capital.