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

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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