Employee Spotlight: Tal Woliner

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Get to know our storytellers. This month we’re asking our vice president Tal Woliner to tell us a little more about her career and her thoughts on top public affairs trends.

What attracted you to public affairs?

When I was in college, I was passionate about advocating for issues close to my heart, and I saw first-hand the importance of hard work and activism to affect change. I also studied the field of communication and was fascinated by how vital communications is to everything we do. Public affairs is the perfect nexus of my advocacy experience and area of study, which is what drew me to it.

What trends do you see emerging in the advocacy space?

I think we’re on the cusp of more immersive experiences to engage potential supporters. I’m noticing more virtual and augmented reality experiences in native advertising, and I think it’s only a matter of time before campaigns begin using these tools to educate and activate consumers.

Why is a proactive media strategy important when advocating for an issue?

The public tends to view earned media placements as more credible than advertising alone. Companies and organizations typically employ earned media strategies to ensure their key audiences read, see and hear their campaign messages; counter-narratives from an opposing side; and raise visibility about their positions so that they are taken seriously by their key target audiences.

What advice would you give recent graduates trying to break into the field?  

A few things served me well when I started out: 1) Engage your university alumni and other networks and request informational interviews when possible, 2) Be willing to take an internship for the first few months, and 3) Prove that you’re hungry and curious to learn more about the field to help grow your career.

What’s your favorite activity to do on the weekend?

My favorite activities are very seasonal! I love going to the pool and grilling out in the summer, and I enjoy watching college football and the NFL with friends in the fall.

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