The PR industry is evolving at a rapid pace, and young professionals are proving themselves to be key players in shaping its future. One standout talent, Emily from Wachsman, took home the 2024 PRCA Young Communications Professional of the Year Award, marking a milestone in her career and for her agency. With a specialisation in crypto, Web3, and fintech, Emily has navigated a fast-moving, high-stakes industry while establishing Wachsman as a global leader. She shares her reflections and advice for those considering applying for this year’s award.

From Communicator to Strategic Advisor: A Changing PR Landscape

Emily’s perspective on PR has transformed significantly over the years.

“PR is no longer just about securing media coverage. Today, we are trusted advisors, guiding leadership on reputation management, crisis response, and strategic decision-making,” she explains.

This shift has become even more crucial in a world where audiences are more informed than ever. PR professionals must not only craft compelling narratives but also ensure businesses make decisions that align with their values and resonate with the public.

For those entering the field, Emily stresses the importance of developing strategic thinking skills alongside core PR competencies.

Defining Career Moments: Growth, Challenges, and Global Perspectives

Reflecting on her proudest achievements, Emily highlights her role in growing the Wachsman team from the ground up.

“Building a team that can thrive in a high-stakes, global industry has been incredibly rewarding. It’s about more than just expansion – it’s about fostering a culture of collaboration, adaptability, and ambition,” she shares.

But success hasn’t come without its challenges. The PR industry is fast-paced and constantly changing, demanding professionals to stay ahead of evolving media landscapes, new technologies, and global trends.

Emily, whose work spans New York, Texas, Buenos Aires, Hong Kong, Dubai, Singapore, and Paris, highlights the importance of having a global mindset.

“The future of PR is international. Understanding different markets, cultural nuances, and stakeholder priorities is essential,” she advises.

For young professionals looking to stand out, she recommends actively seeking opportunities to gain international exposure—whether through cross-border projects, industry events, or networking with global peers.

Advice for Future Entrants: Think Big, Think Long-Term

Winning the PRCA Young Communications Professional of the Year Award is about more than just a strong portfolio—it’s about demonstrating impact and vision.

Emily’s advice for potential applicants is to look beyond tactical wins and focus on their broader contributions to the industry.

“When applying for this award, don’t just list your achievements—tell a story. What are you building? What are you most proud of? How has your work influenced business outcomes and created meaningful change?”

She encourages entrants to showcase their strategic thinking, leadership potential, and ability to drive innovation in PR.

Additionally, following best practices in award applications—such as ensuring clarity, avoiding jargon, and aligning achievements with measurable objectives—can make a significant difference in impressing the judges​.

Final Thoughts: The Power of Passion and Purpose

Emily’s journey serves as an inspiration for young PR professionals who want to make an impact in the industry. Her success is not just about career progression but about helping redefine the role of PR in a rapidly changing world.

For those preparing their applications for this year’s award, her parting words are simple but powerful:

“Lead with purpose, embrace change, and always think about the bigger picture. The future of PR is what you make of it.”