From CIA Public Affairs to Founding a Public Relations Firm: Demystifying Strategic Communications

12/22/23 • 51 min

Summary: Brittany Punaro, co-founder of Steer PR and former director of public affairs at the CIA, shares insights into the world of strategic communications and public affairs. She discusses her background in politics and government, highlighting the differences in communication strategies between campaigns, Capitol Hill, and the corporate world. Brittany emphasizes the transferable skills from the intelligence community to strategic communications and offers advice for breaking into the field. She also discusses her involvement in the rebranding efforts of the CIA's external website and the launch of the Langley Files podcast. The conversation covers topics such as meeting audiences where they are, starting a PR firm, and choosing clients based on values.

Takeaways:

Strategic communications and public affairs involve driving concise messages, both proactively and reactively, to shape public perception and advance organizational goals.
The skills gained in the intelligence community, such as critical thinking, objectivity, and the ability to analyze complex information, are highly transferable to strategic communications.
Breaking into strategic communications can be achieved through volunteering, internships, and rotational programs to gain hands-on experience and determine if the field aligns with your interests and skills.
Political campaigns offer valuable experience in strategic communications, but they can be demanding and require flexibility and a willingness to travel.
Rebranding efforts in communications involve reflecting the organization's mission, values, and unique culture to effectively communicate with target audiences. It is important to meet audiences where they are, especially when trying to recruit the next generation.
Starting a PR firm requires careful consideration and finding the right business partner.
Choosing clients based on personal values and mission alignment can lead to a more fulfilling career.

Timestamps

0:00 Introduction to Brittany Punaro and her background

03:13 Demystifying public affairs and strategic communications

04:20 A typical day in strategic communications

11:33 Transitioning from government to starting a PR firm

13:52 Breaking into strategic communications

22:25 Why understanding geopolitics is a key skill

29:05 Getting involved in political campaigns

36:15 Brittany's involvement in the CIA's rebranding efforts

44:10 Starting Steer PR

47:50 Choosing Clients Based on Values

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Takeaways:

Strategic communications and public affairs involve driving concise messages, both proactively and reactively, to shape public perception and advance organizational goals.
The skills gained in the intelligence community, such as critical thinking, objectivity, and the ability to analyze complex information, are highly transferable to strategic communications.
Breaking into strategic communications can be achieved through volunteering, internships, and rotational programs to gain hands-on experience and determine if the field aligns with your interests and skills.
Political campaigns offer valuable experience in strategic communications, but they can be demanding and require flexibility and a willingness to travel.
Rebranding efforts in communications involve reflecting the organization's mission, values, and unique culture to effectively communicate with target audiences. It is important to meet audiences where they are, especially when trying to recruit the next generation.
Starting a PR firm requires careful consideration and finding the right business partner.
Choosing clients based on personal values and mission alignment can lead to a more fulfilling career.

Timestamps

0:00 Introduction to Brittany Punaro and her background

03:13 Demystifying public affairs and strategic communications

04:20 A typical day in strategic communications

11:33 Transitioning from government to starting a PR firm

13:52 Breaking into strategic communications

22:25 Why understanding geopolitics is a key skill

29:05 Getting involved in political campaigns

36:15 Brittany's involvement in the CIA's rebranding efforts

44:10 Starting Steer PR

47:50 Choosing Clients Based on Values

Message us on Threads @[email protected]
Leave a comment on X @reltopodcast
Email us at [email protected]

Previous Episode

Mid-Career Questions: Taking a look back at tradeoffs we all have to make

Summary: In this episode, we discuss our career decisions and reflect on the trade-offs and considerations we've navigated. We explore the choice between being a generalist or specializing in a specific field, the decision to stay at a company or explore new opportunities, and the importance of brand name and reputation. They also discuss the challenges of navigating mid-career transitions and the personal reflections that come with it.
Takeaways:

Consider the trade-offs and decisions you make in your career, weighing the benefits and drawbacks of each option.
Reflect on whether you want to be a generalist or specialize in a specific field, considering the opportunities and growth potential in each path.
Evaluate whether staying at your current company or exploring new opportunities aligns with your long-term goals and aspirations.
Take into account the brand name and reputation of the organizations you work for, as it can impact future opportunities and perceptions of your skills and experience.

Timestamps:
00:00 Introduction and Setting the Stage
03:15 Trade-offs and Decision-making
07:14 Becoming a Generalist or Specializing
20:50 Staying at a Company or Jumping Ship
28:53 Considering Brand Name and Reputation
30:05 Conclusion and Personal Reflections

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Next Episode

The Techno-Optimist Manifesto: A Dangerous View Into the New Robber Barons

Summary

In this episode, Cam and Richard discuss the Techno-Optimist Manifesto by Mark Andreessen (a16z). They explore the idea that capitalism without a civic mindset is dangerous and argue for the need for more civil servants who can influence technology and policy. They critique the manifesto's claims that technology solves all problems and highlight the importance of considering the societal impact of technology. The conversation covers topics such as the role of markets, the limitations of technology, and the need for diversity of thought in solving complex issues.
Takeaways

Capitalism without a civic mindset is dangerous and can lead to negative societal impacts.
Technology is a tool that can facilitate progress, but it should be accompanied by a consideration of its impact on society.
The Techno-Optimist Manifesto oversimplifies complex issues and fails to address the importance of regulation and equitable access.
Diversity of thought and a holistic approach are necessary to solve societal problems and ensure the responsible use of technology.

Chapters

00:00 Introduction and Welcome Back

01:41 The Techno-Optimist Manifesto

07:30 The Lies We're Told

16:56 The Truth About Techno-Optimism

20:55 The Importance of Markets

27:26 The Pitfalls of Techno-Optimism

31:22 Declaration of Enemies

32:12 Conclusion and Future Episodes

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