Blurring the Lines with Jordun Lawrence at PayPal

This week I spoke with Jordun Lawrence at PayPal . Jordun previously worked at Hillary for America , National Urban League and Public Religion Research Institute (PRRI) .

Tell me about your career journey up until this point.

I’ve been guided by a strong commitment to mission-driven work and values throughout my career. Shortly after graduating from college, I moved to Washington, D.C., to intern with the Congressional Black Caucus Foundation . This experience was pivotal for me, particularly because I interned for Former Congresswoman Karen Bass, who is now the mayor of Los Angeles. She came from an activist background, and witnessing her navigate Congress with such strong convictions and a focus on protecting the innocent and serving the underserved was a powerful introduction to working with someone driven by strong values.

Following that internship, I was hired by Congressman G. K. Butterfield, who was transitioning into the role of Chair of the Congressional Black Caucus. This role provided valuable insights into how the caucus operates, its influence, and the diverse priorities of its members, given their varied districts. Observing this process and the caucus's values-driven approach had a lasting impact on me.

In 2016, I left Capitol Hill to work on the Hillary for America campaign. It was an incredible opportunity to support a strong female candidate and work alongside brilliant and hardworking people. After the campaign, I joined the National Urban League, one of the largest civil rights organizations in the country with a broad impact on communities nationwide. I helped launch the Urban League’s first podcast, which allowed me to embrace my journalistic ambitions—a nod to my childhood idol, Barbara Walters.

In 2018, I joined the Democratic Senatorial Campaign Committee , eager for more campaign experience. I worked as a Deputy Press Secretary on various races, which was both challenging and rewarding. Then, in 2019, I moved to the Public Religion Research Institute (PRRI), where I led strategies to disseminate the institute’s research on the intersections of religion, culture, and politics. This work was crucial for sharing data that helped advance? LGBTQ rights, abortion rights, civil rights, and more.

By September 2020, after years of intense political work, I decided it was time for a change and joined PayPal . Initially, I worked on media and social media for our then-CEO Dan Schulman and CFO John Rainey, which was a great introduction to the corporate world. I was drawn to PayPal’s mission, vision, and values from the beginning. Transitioning to an impact communications role in 2022 felt like a natural fit; the rest is history.

Many people outside the industry are familiar with consumer communications. Can you give a high-level overview of the role corporate communication plays in our industry??

The role of corporate communicators is to convey the story of the business itself, focusing on the core principles rather than just the products. This story can be communicated through a variety of channels. Corporate communicators are like the Swiss Army knives of the communications industry. They often have experience in multiple forms of communication, including business and finance communications, impact communications, employee communications, executive communications, and crisis communications. This versatility is crucial because compelling storytelling is central to their role. To succeed, corporate communicators must deeply understand and articulate the company’s story through its key elements.

I particularly appreciate corporate communicators' ability to stay in touch with every facet of the business. They can then distill complex information into clear, digestible content highlighting the company’s impact and humanizing the brand for many audiences.

After the 2016 Presidential Election and Black Lives Matter movement in 2020 I can only imagine there has been an increase in interest in impact and political communication roles. As someone who worked on Hillary for America and the National Urban League (among other roles), what advice do you have for people pursuing social impact communication jobs?

There is a strong interest in social impact communications roles because people naturally want to work on issues that align with their values, but these positions are relatively scarce. For those who are looking to work in social impact communications but are struggling to find an open position, my advice is to stay closely aligned with your organization's values and mission and develop a deep understanding of how to tell impactful stories, even if you're not in a dedicated social impact communications role.

Sometimes, communicators get siloed into specific roles, which can make navigating projects outside of their immediate responsibilities challenging. However, networking within your company can help you identify needs and explore ways to contribute strategically. Whether you're interested in social impact communications or another area, start by volunteering for relevant projects, even informally. This approach helps you build the necessary skills and experience until you can transition into a more permanent role or establish a new function within your organization.

Can you share social impact initiatives you have been a part of at PayPal that you are particularly proud of? How did those campaigns or moments come to be?

One of my favorite projects at PayPal was in 2022 when we partnered with IMG Fashion on a reimagined version of their project called "Made x PayPal." This initiative originally showcased emerging designers, particularly those from underrepresented communities, during major events like New York Fashion Week. It was created to provide these designers an affordable platform to present their collections and gain visibility in the fashion world—a space where entry barriers can be extremely high.

The Made program would bring in influential figures from the fashion industry, including media and publicists, to support these designers and help launch their careers. Notably, Telfar Clemens, known for his popular bags, is among those who benefited from this program.

In partnership with 国际管理集团 , We developed the concept of "Made x PayPal,” a two-day experiential fashion event in New York City. The event featured runway shows, concerts, and panel discussions about the experiences of underrepresented designers in the fashion industry.

A key highlight was a small business marketplace where nearly 25 entrepreneurs from underserved communities set up booths and sold their products. The event was a unique opportunity to uplift four diverse designers at the beginning of their careers.

It was a unique convergence of showcasing talented designers, supporting small businesses, and meaningfully engaging with consumers. The event was highly successful, generating over a billion impressions and extensive press coverage. It remains one of my most memorable and rewarding experiences.

What advice would you give to someone that wants to work in communications? What skills should they be developing and sharpening?

First and foremost, focus on sharpening your writing skills. This can be achieved through both traditional and non-traditional methods, such as taking a creative writing class or watching instructional videos on grammar and AP style. In today’s fast-paced environment, producing flawless materials is crucial—typos and grammatical errors are unacceptable. Strong writing and editing skills are highly valued because they enable you to handle any communication material effectively while staying on message.

Additionally, always be willing to learn something new. The communications industry evolves rapidly, and I've seen significant changes in the twelve years I’ve worked in this field. Staying updated on latest trends, introducing fresh ideas, and exploring different story angles are essential. Continuously improving your skills and staying adaptable are key to remaining relevant and effective in this dynamic industry.

Rapid Fire Questions:?

What’s your favorite song right now? It’s a close tie between Juna by Clairo and Good Luck, Babe! by Chappell Roan

What’s the last book you read, or the last podcast you listened to? Nuclear War: A Scenario by Annie Jacobsen

Who’s one person in your industry that everyone should go follow? Molly McPherson is so good on TikTok . She talks about celebrity PR and crisis communications in a really smart and relatable way.?

In a world that is chronologically online, what offline activities do you enjoy? I’m writing a novel, so I spend a lot of time trying new coffee shops around DC to work from. I also love watching and playing soccer, thrift shopping for vintage clothes and reading.?

If you could meet one person for coffee, who would it be? Trinity Rodman! I’m a huge Washington Spirit fan.?

What brand do you love following on social media? The Nitro Bar is one of my favorite businesses to follow. It’s a small coffee shop chain in Rhode Island with unique and creative social media. I’ve never even been to Rhode Island but I love them.?

What is one word you would use to describe 2024? Transformational