Inside the World of Public Relations

By: Nate Walton

Photo Credit: Brittany Wichtendahl

In the field of public relations, flexibility and fast thinking are crucial. These traits, along with an educational foundation, can lead to a fulfilling and influential profession, as demonstrated by Brittany Wichtendahl, a public relations specialist with Catholic Relief Services (CRS) in Baltimore. In this interview, Wichtendahl discussed how her time at the University of Maryland, Baltimore County (UMBC) prepared her for her career, gave an inside look at her role overseeing media relations for a significant humanitarian nonprofit, and listed the essential abilities that have enabled her to succeed.

Her function is "never typical," according to Wichtendahl, which highlights how dynamic public relations work is. Although she frequently begins her mornings by utilizing monitoring software to review media coverage and checking overnight emails from colleagues around the world, what happens next varies greatly. In addition to creating campaign materials, interview scheduling, and media training sessions for spokespeople, she also writes talking points and oversees press visuals. Given this unpredictability, a professional needs to be well-organized and media-savvy but also understand narrative storytelling, particularly in light of CRS's international humanitarian work.

Wichtendahl struggles with the constant tempo of the news cycle and the intricacy of internal and external interactions, just like many others in the field. She does point out, though, that the most fruitful creative breakthroughs frequently result from these very difficulties."Working within [constraints] forces you to be creative," she explains. "That's when you have to look at the situation from multiple perspectives to find the right solution for the right outlet." The excitement of seeing a CRS spokesperson featured in The New York Times or on the BBC highlights the observable results of her team's strategic efforts, especially in times of crisis when higher visibility is directly linked to more donations and, eventually, saved lives.

Although the core of her present work is campaign strategy and rapid-response communication, Wichtendahl attributes her success to UMBC for providing the foundational elements. Above all, she highlighted the importance of a course that she didn't originally enjoy: technical writing. One of her main strengths in her current position is her ability to communicate with a variety of audiences, including journalists, funders, and internal stakeholders. Beyond the course of study, however, Wichtendahl attributes her path to the individuals at UMBC, particularly her teachers.

Wichtendahl emphasizes UMBC's instructors and groups as essential tools outside of the classroom. She urges students to use career-services links, attend department activities, and look for mentorship. These connections were more than simply academic for her; they led to career networks and internships that are still very beneficial today.

Her relationship with Professor Paul Eagle turned out to be crucial. She remembers, "He connected me with a summer job for my current organization". During her last semester, that opportunity evolved into part-time work, and following graduation, she received an offer for full-time employment. It's a prime illustration of how mentoring and networking can have life-altering effects.

Wichtendahl offers practical and passionate guidance to students considering a career in public relations. She encourages them to develop a ravenous taste for news, stating that media literacy is essential to both identifying and creating a compelling story. Rejection is a natural part of the process, she also reminds newcomers. She makes the point that a lack of reaction does not imply failure because journalists have too much on their plates. Rather, you must persevere—public relations thrives on tenacity and building relationships over time. Her remarks highlight a crucial reality in the field: public relations is about more than just spreading information; it's also about establishing relationships, being persistent, and having a thorough awareness of your audience.

Wichtendahl is currently in the forefront of international media engagement because of her work at CRS. She is crucial in making sure the organization's objective is clearly understood, whether that is through interview preparation or emergency communications coordination during emergencies like the Myanmar earthquake. The journey from UMBC student to a media leader in international rescue efforts emphasizes the importance of communication studies in the actual world and the indispensable worth of a solid mentor, a demanding academic program, and perseverance.

Wichtendahl's tale serves as both a model and a source of encouragement for present students who aspire to pursue jobs that combine impact and communication.