Women's History Month in Review: In Conversation with Kathy Baird, Chief Communications Officer, The Washington Post

Tiana Petricevic, Account Executive at Highwire PR and contributing member of Highwire PR's DIBs Council, reflects on the key takeaways from a recent Women History Month's panel with Kathy Baird, Chief Communications Officer at The Washington Post.

As a member of Highwire PR’s DIBs Council, I was so excited to be able to attend our Q1 Media Roundtable event - Women’s History Month edition, with our special guest, Kathy Baird, Chief Communications Officer at The Washington Post. More than 100 attendees (Highwire Walkers and clients) were present for this conversation, which was moderated by our very own, Danny Maiello.?

Kathy shared insightful perspectives on the latest trends in communications, her transition between different fields of communications, the importance of an integrated communications and digital approach, how her indigenous heritage plays a role in her professional life, the activities she participates in outside of work that make her a better communicator, and so much more!?

Below, are the key takeaways that we found to be the most timely and compelling for our industry peers:??

Let’s break down agency silos - At the end of the day, aren’t we all digital? Kathy shared a compelling analysis of how digital has evolved, given our appetite for on-demand content consumption. From the way that we access news to forging collaborations with platforms like TikTok, our digital journey is ever-evolving. As modern-day communicators, it’s important that we integrate digital teams and traditional PR teams to deliver the best possible content to our target audiences.?

5 tips for navigating the current communications landscape - We are forever changed by the pandemic, the racial reckoning of 2020, and a host of worker-led office culture paradigm shifts. If you’re trying to keep up, brands need to consider:?

1. Employee First Communications: The pandemic forced us to shift the way we work, and we’re now used to seeing each other in our personal spaces. With this shift, there’s a need for a human-centered approach to employee communications with a holistic touch.?
2. Platform Engagement: With the news cycle constantly shifting around social media platforms like Twitter and TikTok, news outlets? like the WashingtonPost are forging creative partnerships and igniting novel approaches for creating interest in the news?
3. Brevity: Newsletters have become incredibly popular throughout the last five years. Most consumers don’t have time in their mornings to do in-depth research about breaking news; they need high-level takeaways to inform their day. As communicators, we should think about how to meet audiences where they’re at, whether that be a newsletter in the morning or a quick TikTok video to catch them up on a breaking story. (Check out The Washington Post on TikTok here !)
4. Purpose-Driven Work: Kathy stressed that “It’s not just about doing good for the sake of doing good.” Rather than simply talking about an issue, savvy communicators should be thinking about how we’re setting goals to achieve positive, purpose-driven outcomes and set benchmarks for success along the way.?
5. Technology Adaptation: It’s important that we understand how new technology will infiltrate our daily work and lives. AI and ChatGPT are great examples of how communication is at the center of new technological advances. If you aren’t exploring these innovations, start now!

Advocating for more representation in the workplace -? Kathy acknowledged the challenge of navigating spaces as a woman of color and the importance of creating opportunities for talent with identities that are historically underrepresented in the workplace. While at Nike, she co-chaired the Native American Network, where she built partnerships with organizations like the Institute for American Indian Arts to help more indigenous people translate their skills into the business of footwear and other creative aspects of that industry.?

Discover and cultivate passions outside of work - One of the passions that Kathy discovered outside of work is doing improv. Kathy has found that by doing improv outside of work, it allows her to become a better communicator. She noted that improv is like a yoga practice for the brain. “It teaches you to undo the pathways that we have to protect ourselves from being vulnerable; when you train your brain to become more comfortable with vulnerable settings, you become a better communicator.”?

Another big thanks to our guest, Kathy Baird, for sharing the story of her career and her takeaways on the modern media landscape. Her insights are helping communicators become even savvier and purpose-driven in our work, making the world a better place for everyone working in this field. Be sure to follow Kathy Baird for more great insights.?