Jennifer Dohm

Where is the PR industry's greatest opportunity for innovation? 
Expanding the scope/meaning of public relations. While reputation management and media relations are hallmark skillsets that value PR pros bring to their orgs, we should also consider the value we can bring of our "earned lens" to the entire marketing ecosystem. In some instances, our work may be better labeled as "earned marketing." The earned filter applied to a variety of marketing tactics and levers can exponentially add ROI. Only seeing this work as "PR" can be limiting.

What professional accomplishment are you most proud of? 
If you ask my second-grade self, she’d absolutely say: “The Hotels.com Lisa Frank Flat!” In 2019, I got to live out my childhood dreams when Hotels.com brought Lisa Frank to life through a bookable stay at a property in LA. It was the brand’s most successful PR campaign to-date and a perfect example of bringing Hotels.com into culture and conversation that inspired many of our millennial travelers.

We're at a pivotal moment on the future of the office and how we work. How would you like to see 'office/work culture' evolve?
It’s certainly a long-overdue moment, however, many people started their current roles in office environments. They knew their teammates and already had camaraderie, so they could sustain relationships into remote work. Beginning a role completely remote is challenging and, long term, I question the sustainability and engagement of an entirely remote workforce. I’m a people person. I think people need people and that includes being in a physical space together. Overall, there is a ton of room for flexibility (being based in different locations and working remote for long periods at a time, for example) as long as we still make time for the in-person moments regularly.

How can the PR industry make real progress in diversity, inclusion and equity?
We must continue to move away from this as a “check the box” exercise, or from thinking visual diversity or representation is enough. In marketing, real inclusion and diversity starts at the very beginning and the very core of an idea, campaign or message must be viewed through this lens.

What makes you most excited or proud to be part of the PR industry? 
I am obsessed with the intersection of brands and culture. Its compelling to help drive a business and brand forward with thoughtful connections to moments, trends or topics people care about. Coming up with a campaign or idea that makes someone smile or share is super motivating.