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 this week's Q&A, we talk to Sona Iliffe-Moon, the former Lyft comms leader who has been named Yahoo's chief communications officer.

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

Gaining attention through storytelling is more challenging than ever, and  communicators must offer more value, access and insights - not just company messaging. The intersection between earned and social media can unlock more cohesive storytelling, and as social continues to evolve, stories need creativity and relevance to break through.

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

Oatly’s F*ck Oatly campaign was very witty and bold. Addressing criticism and owning the narrative allowed them to flip the script on their detractors. They prioritized transparency and displayed an impressive risk tolerance. The best part was allowing their campaign to be discovered organically which legitimized its eventual buzz.

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

Proud to have led a smart, supportive team to drive some of the best work of our careers: helping Lyft come ‘off mute’ during post-pandemic; modernizing storytelling by building a brand journalism practice, Rev; leading Lyft through significant milestones, including a CEO transition; and launching brand-defining features like Women+ Connect.

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

I’ve learned the importance of just being yourself, trusting your instincts and living by your values. That being an advocate for and investing in your team is foundational.  I’ve also learned that I’m stronger and more resilient than I thought…figuratively and literally (I can bench press 100lbs)!

How do you switch off and maintain wellness?

You find yourself “always on” in PR/comms. It’s important to stay present and make time for what you care about.  Strength training and powerlifting keeps my mind fresh and functioning at its best. Other wellness musts: quality time with family and friends; prioritizing sleep and eating nutritiously!

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

A diplomat or fashion designer.