Interview with Nez Sewim Lawrence, Global Head of PR and Media

Nez Sevim Lawrence is a multilingual strategic communications professional with a strong foundation in environmental and non-profit communication, with extensive experience leading global PR and advocacy campaigns with various stakeholders from legislators to celebrities. Currently, she works as the Global Head of PR and Media at Animals Asia and has worked as a News Contributor and Video Journalist for various TV and digital platforms over 20+ years, covering international politics and current affairs. Nez also pursued a Master's degree in Digital Marketing at King's College London during the same period.

Can you walk us through your career journey and how you transitioned from being a journalist to leading global PR and communications at Animals Asia?

I've always considered myself a storyteller at heart, as you'll see on my LinkedIn title. I started in journalism, living out my childhood dream for nearly two decades. However, around 2017-2018, I realized journalism was evolving and faced many constraints, making it hard to pursue it in the way I had always envisioned. Being idealistic, I decided to search for new ways of storytelling within the broader field of communications.

In 2018, I left my editorial role at Euronews after ten years and moved to London to pursue a master's in digital marketing at King's College. This journey was incredible, allowing me to explore different aspects of communications. After graduating in 2019, I realized I wanted to work for a cause I believed in, seeing the positive impact of my work daily. That's when I decided to join the nonprofit sector and work in communications for causes and charities.

How your storytelling abilities honed through your journalism career have helped you in your current role as a PR and communications head for a nonprofit?

Communications is a very interconnected field. Whether you're working in social media, advocacy, journalism, or PR, the core skills are quite similar. The tools and messages might differ, but being good in one area can help you adapt to others. Curiosity is essential in communications, which is why I have multiple master's degrees and certifications. I'm a lifelong student.

Journalism taught me to tell stories to different audiences and understandably convey complex information. This skill is crucial in PR, especially in nonprofit communications, where reaching people's hearts is vital. My journalism background helped me become adept at breaking down complex reports into digestible content, ensuring that even general audiences can understand the message.

You mentioned being a lifelong learner, with three master's degrees. What motivated you to pursue so many postgraduate degrees, and how have they added value to your career progression?

Lifelong learning is essential. It's ridiculous to stop learning after formal education ends in your late 20s or early 30s. Society, technology, and work environments are constantly changing, and keeping up is crucial. Formal degrees are one way to continue learning, but online resources, webinars, and seminars also offer valuable knowledge.

Every subject is interconnected. For example, marketing, psychology, and even medical knowledge can benefit your career in unexpected ways. Learning keeps your brain active and helps you approach problems creatively.

My digital marketing degree from King's College taught me to engage diverse audiences with tailored messages. Unlike journalism, which has a broad audience and factual storytelling, communications in PR requires creativity, especially in cause-specific communications.

The sustainability certification I obtained from the University of Cambridge helped me understand the technical aspects of sustainability, which is crucial to avoid pitfalls like greenwashing. This knowledge is vital for future career prospects and for ensuring credible, effective communications within any organization.

Can you tell us more about how these degrees and certifications have specifically helped in your current role?

The digital marketing degree helped me understand how to tailor messages for different audiences, making my communications more effective and creative. In PR, especially for a nonprofit, it's essential to reach people's hearts and convey the mission passionately.

The sustainability certification taught me to apply sustainability principles in business communications, from supplier relations to end-product promotion. It also helped me understand the importance of leading change and convincing stakeholders at all levels to work together towards common goals.

Would you recommend that upcoming graduates seek out certifications alongside their degrees to strengthen their chances of being hired within the nonprofit sector? If yes, would you have some recommendations for certifications for people trying to get into nonprofit PR and communications?

You can take various paths and still be successful, so there isn’t a one-size-fits-all solution. If a graduate has a specific interest in a certain area of nonprofits, for example, wanting to work for an animal charity, a degree in animal welfare or veterinary studies would be beneficial. For humanitarian charities, a degree or certification in international law might be useful. However, these additional qualifications can be demanding, and it’s not always feasible to pursue another formal degree.

Instead, focusing on core communication skills is often more important than getting another degree. When I applied to Animals Asia, I had no experience in charities or animal welfare. My strength was in understanding media and having strong connections within the global media. This was what Animals Asia needed to raise their profile through PR initiatives in international media.

The key skills to develop are curiosity, storytelling, and working with different stakeholders. Essentially, communications professionals act like salespeople, selling their stories to various stakeholders, including journalists, celebrities, public activists, and lawmakers. These skills are often more crucial than specific degrees or certifications.

What are some of the biggest challenges you have encountered so far when working on promoting social impact initiatives through media and PR, and how have you dealt with them?

Well, every communication professional faces the challenge of cutting through the clutter, especially in public relations. Getting a journalist's attention is very hard, particularly at the national or global level. Journalists receive countless emails daily, each claiming to be the best story.

There are fewer journalists now, and they are under more pressure. This was one reason I left journalism. Newsrooms have fewer people to cover more stories. Until they finish covering essential current affairs, your story might not get noticed.

To deal with this, it’s important to be very specific and brief when pitching a story. Even with the best press release, your email might go unread among thousands of others. It’s also important to understand and follow trends. For example, launching a campaign during a major global event might not be effective. Choosing times like holidays when journalists are more relaxed can be better.

As a former journalist, I had existing connections, which helped me a lot. Most of my media pitches go to people I know or who know me. This increases the chances of my emails being opened.

For those without these connections, dedication and tenacity are key. Finding the best time to connect with journalists when they are open to new stories is crucial. Following trends and understanding the best times to pitch stories is important to find your best chance to connect with journalists.

My next question would be, what are some of the biggest challenges that you have encountered so far when working on promoting social impact initiatives through media and PR, and how have you dealt with them?

PR isn't just challenging for nonprofits—it's a universal struggle in today's media landscape. Whether it's local, national, or global outreach, cutting through the clutter is tough. Formerly a journalist myself, I know firsthand the deluge of emails reporters face daily. Every pitch competes for attention, and many end up overlooked or deleted.

Newsrooms, under financial strain, operate with fewer staff, stretching resources across more stories. Essential current affairs often take priority, leaving little room for other stories. It's partly luck when a pitch catches a journalist's eye, but it's also about crafting a compelling, concise story. Even the best press release can get lost in the shuffle if not timed and tailored effectively.

The challenges aren't limited to traditional media; social media platforms also pose hurdles with ever-changing algorithms. Success here requires more than quality content; it's about understanding what resonates and when. Timing matters—avoid pitching during major events or holidays when journalists are less likely to cover unrelated stories.

Personal connections from my journalism days help—a familiar name in an inbox can make a difference. Yet, I've also forged new relationships through persistence and strategic timing. It's about seizing the right moment when a journalist is open to new stories.

In essence, navigating PR in nonprofits demands adaptability, strategic thinking, and a deep understanding of media dynamics. It's about staying informed, reading trends, and finding that perfect window to connect with journalists ready to listen.

How can young professionals build a robust skill set and work on networking in such a competitive field?

Networking is crucial yet challenging, especially in competitive fields. It's akin to promoting a brand. Start by developing a personal branding strategy. Define your strengths, weaknesses, and how you want to be perceived professionally. Consistently create focused content on platforms like LinkedIn to showcase your expertise. When networking, avoid generic messages and be specific and personal in your outreach.

Building a substantial online profile through consistent content creation demonstrates dedication and skills to potential employers. Research your contacts and tailor your communication to show genuine interest. This approach helps differentiate you from others and emphasizes your commitment to your field.

What are some values that have contributed to your professional success over the past 20 years?

Being open-minded has been crucial. It's important to embrace learning opportunities and avoid taking criticism personally. Valuing relationships is also key—networking often leads to career opportunities. Curiosity drives continuous learning and staying updated with industry trends, which is essential for effective communication and strategy development.

Understanding others' perspectives, such as those of donors or journalists, enhances effectiveness in roles like mine. Ultimately, liking and respecting people, being open-minded, and maintaining curiosity is foundational to long-term success.