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 Greg Jawski, the newly minted head of New York at Wachsman.

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

Early in my career I moved from Miami back to NYC to pursue financial communications and arrived with no experience in the middle of the winter.

I went on many interviews including informational meetings and was very determined. It worked out exceptionally well as I landed at a specialist boutique that took the time to teach me about specific topics such as retirement, mutual funds tax and more that I remember and use to this day.

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

I think trying to convince a leading B2B brand that they needed to change their focus to B2C. It requires a real conviction and a very compelling platform to change minds in the C-suite that focusing on a different segment is prudent. In this case it really changed the perception of the brand, “humanized” them and made them more approachable.


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

The two most important in my mind are curiosity and the ability to juggle. The most effective communicators are so interested and invested in the clients they serve that they study and become absolute experts in the business.

Similarly, PR is dynamic and requires the ability to move quickly between tasks and situations and to never get comfortable. 

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

I have long admired American Express for their careful commitment to not only card members but to their merchants as well. The work they have done on growing main street businesses with 'Small Business Saturday' has been truly remarkable.

In my opinion, they put a great emphasis on being great corporate citizens and the loyalty that breeds with customers is noticeable and impressive. Then you see the incredible influence they have in music, sports and entertainment and the power of the brand resonates globally.

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

I have long admired Jamie Dimon as being both an expectational leader and great communicator. He has navigated JP Morgan through many challenges and his leadership through the pandemic and post-pandemic period has galvanized the operation and made it increasingly stronger. He is never afraid to make the difficult decisions and to stand by his convictions. To me, that is one of the greatest assets of a leader.

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

Honestly, I think current Burger King “Have it Your Way” campaign is marketing genius. At first, the song strikes you as a bit odd, but then the jingle becomes so familiar you find yourself singing it. A true breakthrough in my opinion.


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

The idea that media is dying is so over exaggerated. Media still plays an incredibly important role in our daily lives. Media goes through transformations and perhaps faster than other areas but it truly still has the power to inform and I think it will be around for a long time.

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

I would say try to be open about what areas or businesses you work on early. There is incredible value in working in different areas and learning new things. You can specialize later but being open and willing to try and experiment will be very rewarding.

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

I have a guilty pleasure of watching British police procedurals. Once I get engrossed, I forget about the daily pressures. I have BritBox and Acorns TV which give me plenty of content.