PRSA Member Spotlight serves to share the stories of our members who are continuing to make an impact on the field of public relations. A proud graduate of the University of Tennessee, Knoxville, Christina Honkonen has been in the public relations and marketing profession for almost two decades working in corporate communications, non-profit, consulting, and helped launch Pitchwire, a boutique marketing and content production company.
Although Christina started her communications journey in journalism, writing for the Daily Beacon and various trade publications, after graduating, she chose to work in communications for a non-profit, which is where she found her passion for public relations.
Early in her career, she turned to PRSA to help enhance the strategic vision behind her team’s work. She continues to speak highly of the well-rounded and thorough training PRSA provides. The RPIE process (research, planning, implementation and evaluation), became a pivotal part of her more comprehensive approach to the field and had a huge impact on her professional beginnings. The structure helped her take a more strategic approach to her work.
“The APR process was a turning point in my career -- it helped bridge the gap between where I was as a young professional and the strategic, results-driven work I was able to help chart with large corporations, nonprofits, and other major organizations throughout my career. It’s a true testament to the impact of PRSA and the organization’s commitment to developing strong, ethical communicators.”
Christina continued to praise PRSA for the value that it brings to members, as she commented on the pivotal role the organization played in her young career and how it continues to influence her work, even to this day.
A milestone in Christina’s career that she looks back upon fondly is her involvement with a corporation that helped start a cause marketing campaign with St. Jude’s Children’s Research Hospital. The research discoveries at the hospital are shared freely – including raw data, tools and training materials – with hospitals and researchers throughout the world. The life-changing research conducted doesn’t just impact the local community but impacts children’s lives throughout the world. This project was extremely meaningful, she says.
Talking further to Christina regarding the field of public relations, she reflected that we’re in a “pivotal time in our field” with the rise of A.I. and the uncertainty it presents. She reiterates that for young professionals starting in the field, “it’s okay to feel overwhelmed but know that we are all in this together. Whether you are new to the field or a veteran practitioner, each of us will be challenged to grapple with the challenges AI presents while embracing and learning from the incredible opportunities it offers.”
Christina openly expressed her love for PRSA, saying, “I’m very proud to be a member of PRSA. I always recommend students and professionals join - and take on the challenge of earning your APR! The rigorous accreditation process helps you become a more thoughtful, strategic practitioner. It’s an invaluable process.”
PRSA is proud to spotlight Christina and her continued success in the field.