I hired Allison Epstein in April 2012 when she was still in graduate school. While she was young, she’d already had good experience in the world of PR agencies and her heart was in the right place. She was getting an advanced degree in Nonprofit Management at Northeastern, and she came from a family that lived philanthropy. Today, as Teak’s Assistant Vice President, she is an incredibly valued member of the team; she provides guidance, support and direction to her teammates, while supporting her clients in all ways. Allison was diligent and thorough from the start. She grew up in the Teak office, before our eyes maturing into a woman who is passionate about solving food insecurity and anything that will help children, from learning through play to medical interventions and healthy food. I recently had the opportunity to talk to Allison about her decade of service through communications. – Jackie Russell
JR: You’ve been with Teak for 10 years – wow. How has the PR industry changed in the last decade?
AE: When I started at Teak in 2012, traditional media was still the main goal for most of our clients. Getting a front-page story in The Boston Globe was the gold standard for local coverage. I could easily pick up the phone and call a weekly newspaper in a town across the country and coordinate interviews. As time passed, the number of reporters to contact and media outlets to pitch has shrunk. Today, there is a large focus on the digital side, and a driving demand for paid media placements, which makes it hard for small nonprofits to compete. Earned media will always be important for nonprofits. The underdogs and organizations doing the right thing are why I do this work.
JR: Why have you stayed with Teak for so long?
AE: It’s been a minute – hasn’t it? I came to Teak with an events and nonprofit background. In my first jobs, I loved being creative, doing something different every day, working with people who were authentically themselves and helping individuals and communities whenever I could. I was raised in a household in which supporting and generating awareness for charitable missions was the norm. And I knew I could write and communicate (some say too much!). In all seriousness, Teak is the perfect marriage of all my interests and my strengths. I enjoy putting a face to a mission and doing something that makes a difference in the world. That is why I work at Teak!
JR: What have been your favorite projects? Why?
AE: I’m a sucker for working with kids and promoting and executing athletic fundraising events. Tiny people, especially those facing unimaginable challenges, can teach you so much about life and inspire you. And the camaraderie that comes with pushing your body among the masses for a unified cause can’t be beat.
JR: What do you not love about PR?
AE: This industry is no joke. It’s very nose-to-the-grind. In the first blog post I ever wrote for Teak after we launched our new website, I answered the question, “Is being a publicist as glamorous as it looks on TV?” The answer is no. There are many days where you are told no, especially when pitching. Sometimes you can feel like a robot, which I don’t love. But, when you experience little moments, like when a client shares that an earned media placement guided a single mother to resources to be able to feed her kids, it makes it all worthwhile. Plus, who would want to do the same things every day – how boring is that?
JR: If you weren’t doing PR for the good guys, what would you be doing instead?
AE: When I was younger, I aspired to be a veterinarian, a family court lawyer, and a background dancer for an artist like Janet Jackson. If I weren’t doing PR, I think I’d likely teach dance at a local studio and continue to do what I can to help people and animals volunteering through the Junior League of Boston and other community organizations – so, a combo of all those things!
JR: What advice do you have for people who want to start careers in PR?
AE: I really believe it takes a village. Lean into your network. Work hard. As Kris Jenner says, if you are told no, you are just asking the wrong person. And remember – you don’t get what you don’t ask for. My current boss taught me that.
JR: Anything else you’d like to say?
AE: I think there are two types of career people out there. There are those who change jobs every few months or years and then there are those who build roots and work their way up in one place. I’ve always leaned on the traditional side in all that I do. At Teak, it’s been a wild and rewarding ride!
