36 PR & Comms
PR & Corporate Communications Career. Is It Right For You?
On this episode of the Unboxing Careers Podcast, Greg Zakowicz unboxes a career in PR and corporate communications with Christine Rogers.
Guest: Christine Rogers is a communications professional with more than 25 years of corporate communications experience. Before moving into corporate communications, Christine was a long-time broadcast journalist. She won numerous awards for her work as an investigative reporter, talk show host and documentary producer.
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The Work and Skills of a PR Pro
Communications and public relations often look glamorous from the outside—press releases, TV interviews, and media buzz. But what does the work really involve? We had the pleasure of sitting down with Christine Rogers, Communications and Marketing Director at the Salvation Army of Wake County, to uncover the ins and outs of a career in this dynamic field. Here's what we learned about the work, the challenges, and the skills that make a communications professional truly stand out.
A Multifaceted Role in Nonprofit Communications
Christine Rogers wears many hats in her role. She manages everything from media outreach and website updates to social media content and internal communication strategy. In the nonprofit world, especially during high-demand seasons like the holidays, she's also actively involved in supporting fundraising campaigns and building public awareness through interviews and community engagement. Her role also includes some hands-on creativity—she's been known to design event banners in Canva and coordinate logistics with facilities staff to bring those ideas to life.
From Broadcast Journalism to Corporate Comms
Christine’s career began in broadcast journalism, where she developed a deep love for storytelling and meeting people. Her work in TV and radio honed her ability to connect with audiences and craft compelling narratives—skills that translated well into the corporate and nonprofit communications world. After years in journalism, she made the switch to corporate communications, driven by a desire for more predictable hours and a different kind of impact. The transition wasn’t instant—some employers struggled to see how her journalism background applied—but she proved that the research, writing, and crisis management skills of a journalist are deeply valuable in PR.
A Typical Week in PR & Comms
If you think PR is just writing press releases, think again. Christine’s weekly schedule includes planning social media content, updating website pages, coordinating with news outlets, designing visuals, writing PSAs, managing volunteer communications, and even helping fundraise for shelter operations. Add to that the strategic side—crafting messaging, preparing spokespeople for media interviews, and responding to crisis situations—and you can see why adaptability is key in this career.
Challenges and Rewards of a PR & Communications Career
One of the biggest challenges Christine faces is helping the public understand the full scope of what the Salvation Army does. Many people recognize the brand, but don’t grasp the full range of services they provide year-round. Her goal is to uncover and share impactful human stories—stories of shelter residents rebuilding their lives, volunteers giving selflessly, or communities coming together during crises. That same storytelling is also what makes the job most rewarding for her. It’s about lifting voices and showing real change, one narrative at a time.
Key Skills for a Career in Communications
Christine highlights several essential skills for success in communications:
Strong writing: Whether it’s social posts, FAQs, press releases, or internal emails, writing is the backbone of comms work.
Creativity: You may not be a graphic designer, but you need to bring a creative mindset—especially when resources are limited.
Crisis management: Things change fast, and you must be ready to respond with clear, accurate, and calming messages.
Integrity: Representing an organization often means walking a fine line, especially during tough times. Transparency and ethical communication are vital.
Adaptability: One moment you might be pitching a media story, the next designing a visual, and the next briefing a board member.
Christine also emphasizes that tools like Canva, knowledge of how media works, and being a strategic thinker are increasingly expected in modern PR roles.
Ethical Communication in Tough Situations
When asked about navigating ethical dilemmas in communications, Christine made it clear: integrity is non-negotiable. While comms professionals often have to “massage” messaging or work within constraints from HR or legal, she believes in transparency. When organizations face crises or negative press, owning the issue and outlining a plan to address it is far better than spinning half-truths. This mindset not only maintains trust externally but also protects the organization's reputation in the long term.
Advice for Students Exploring a Career in Communications
Christine encourages high school and college students to get hands-on experience through school newspapers, yearbooks, or internships. These experiences help determine whether you truly enjoy the work and what kind of communications (journalism, corporate, nonprofit, agency) suits you best. If you’re naturally curious, love telling stories, and enjoy staying informed, this could be a great fit. She also advises finding an industry you care about, as passion for the subject matter makes a big difference in day-to-day work.
Finding the Right Fit: What to Look for in an Employer
One critical takeaway from Christine’s journey is that not all organizations treat communications roles equally. She encourages job seekers to ask smart questions during interviews: What does success look like for this role? How closely does comms work with leadership? Is comms included in decision-making? These insights can help determine whether the role is strategic or simply an order-taking function.
Media Relations Tips for the Real World
Establishing relationships with the media is harder than ever, Christine notes, but not impossible. Her advice? Pitch only when you have a genuinely newsworthy story, understand a reporter’s beat, and make it easy for them to visualize the piece. Sometimes, a quick introduction or informal coffee chat can go further than a cold pitch. Build trust by being helpful, not spammy—and remember that relevance and timing are everything.
Final Thoughts: Finding Joy in the Work
For Christine, the most fulfilling part of her work is meeting people and telling their stories. From award-winning journalism to spotlighting families overcoming homelessness, her career has always centered on impact. Whether you're drawn to the creative, strategic, or people-focused aspects of communication, there’s a space for you—if you're willing to stay curious, work hard, and lead with authenticity.
Takeaways For Those Interested in a Career in PR and Communications
She transitioned from broadcast journalism to corporate communications for better work-life balance.
Storytelling is a powerful tool that can drive action and engagement.
No week in communications is ever the same; flexibility is key.
Essential skills for communications professionals include writing, creativity, and integrity.
Building relationships with media is crucial for effective communication.
Internships and real-world experience are vital for aspiring communicators.
Understanding the industry and organizational structure is important for career success.
Misconceptions about communications roles often undervalue their importance.
The most rewarding aspect of the job is telling impactful stories.
Interested in similar careers? Check out these episodes:
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