Gail Rymer (bottom right) is pictured with her outstanding TVA public relations team in 2017 at Ijams Nature Center during an offsite meeting and team-building event.
For Gail Rymer, a career in public relations wasn’t something she initially planned, it just happened. With aspirations of working in journalism, Rymer was drawn into PR when an opportunity arose in a large school district. She embraced the role, spending seven years in school public relations, honing her skills and gaining a deeper understanding of the industry.
Her background in journalism and marketing proved invaluable, as she quickly realized how transferable those skills were to public relations. This experience fueled her passion for education and communication, leading her to the Public Relations Society of America, where she became a member and served in various leadership roles.
Over time, Rymer’s approach to PR evolved, emphasizing the importance of understanding human behavior. She often referenced Pat Jackson, a pioneer in behavioral public relations, in shaping her strategies. She stressed that truly effective PR isn’t just about sending messages; it’s about understanding how audiences listen, learn, and react, particularly when dealing with contentious issues. It is vital to help publics understand situations. “Bring them along and involve them in the decision-making process,” Rymer stated. This realization cemented her belief in the power of two-way communication, a principle that has guided her work for the past 20 years.
One of the biggest challenges Rymer sees in the industry today is the rise of virtual communication, making it harder to build personal connections. “Bringing a personal touch helps build trust and credibility—both of which are crucial to doing our jobs well,” she said.
Reflecting on her career, one of the most challenging crises she managed involved an environmental remediation project. An organization she worked for had disposed of contaminants before modern safety standards were established, leading to soil and groundwater pollution. The issue sparked public outrage and lawsuits, requiring a proactive and transparent response.
Rymer played a critical role in rebuilding trust. She facilitated community meetings, engaged with the media, and personally connected with residents at parks and community events. “We did what we needed to do to let them know we were part of that community,” she recalled. Through open dialogue and trust-building efforts, the organization ultimately resolved the lawsuits and secured neutral to positive media coverage, a testament to the power of strategic communication in crisis management.
In high-stakes environments, Rymer believes PR professionals must uphold strong ethical standards. “Public relations is a profession we should all be proud of,” she said. “That means acting responsibly.” She points to the PRSA Code of Ethics as an essential tool and encourages professionals to embrace new technologies like AI to enhance their work. Additionally, she underscores the importance of research-based PR, noting that today’s access to public studies and market data makes it easier than ever to develop informed strategies.
Among her many projects, Rymer found one of the most fulfilling to be Lockheed Martin’s “Space Day,” an educational initiative she spearheaded that aimed to spark students’ interest in science, technology, engineering, and math (STEM). The nationwide program allowed elementary school children to meet astronauts and learn about space exploration.
For Rymer, the impact of this initiative became especially meaningful when she received a letter from a school principal. A former participant of Space Day had gone on to become an aerospace engineer at Lockheed Martin. “To have impacted kids like that—that’s what public relations is. Making a difference for the next generation,” she said.
As a female leader in PR, Rymer faced her share of challenges. “I remember being the only woman in the room many times,” she recalled. “You have to have confidence that you know what you’re doing, that you’re doing the right thing, and that you are equal to everyone else at the table.”
One defining moment early in her career came when she was leading communications at an organization. In a meeting full of male executives, a colleague asked her to refill his coffee. Before she could respond, the company president slammed his hands on the table and told the man to get it himself. That moment was a revelation for Rymer, as she realized she didn’t have to do things like that to be accepted. She was an equal at the table, with strategic ideas and valuable contributions.
She also acknowledges the pressure women often feel to do it all. Work-life balance was not a common consideration early in her career, as she felt the need to work hard constantly. However, she’s encouraged by today’s evolving workplace culture, which emphasizes balance and well-being more.
Rymer encourages aspiring PR professionals to seek mentors, finding it beneficial to have someone to call for advice and guidance. She also stresses the importance of joining professional organizations like PRSA to expand knowledge, network, and build connections. In an increasingly digital world, she believes forming genuine relationships is more important than ever, as human connections build trust, and trust is essential in the field.
Today, Rymer continues to work as a consultant while staying engaged in the industry. Beyond her professional work, she remains dedicated to community service through her involvement with the SERTOMA Center, which provides resources for adults with mental disabilities. Having served as both president and a board member, she is passionate about making a difference in people’s lives.
As she shifts focus toward family and volunteer work, Rymer remains proud of her career and the impact she’s made. Her journey serves as an inspiring example of resilience, ethical leadership, and the power of communication to create real change.