"You don’t get into something to test the waters; you go in to make waves.”
-Unknown
Felicia Johnson is a Social Media and PR rockstar in the Twin Cities. She currently works as a Senior Social Engagement Specialist at Spong PR, creating and managing great social media content for brands including Lorissa’s Kitchen, BJ’s Restaurant and Brewhouse, Bath & Body Works, Genuine Thermos Brand, Arla and many more.
Prior to her career at Spong, she worked at Fallon in Minneapolis and simultaneously freelanced as a social media strategist for brands and businesses in Minneapolis. Felicia got her Bachelor of Arts in Professional Strategic Communications and Advertising at the University of Minnesota and is a steadfast member of MPLS MadWomen.
What does a typical day in your role look like?
The funny thing about PR and advertising is that there is no such thing typical day. It’s an ever-changing industry and that’s why I enjoy it. For the most part, it begins with coffee followed by a number of client meetings, creative reviews, brainstorms, strategy briefings and more. Lots of emails and phone calls, of course!
What are you passionate about?
I will always be a student of advertising and digital marketing. I just like making rad things for people. When it comes to work, I’m extremely passionate about creating campaigns that have never been thought of or done before. It’s a challenge every day to come up with new and fresh thinking for my clients, and it’s one I don’t take lightly. To be honest, I completely nerd out on strategy and audience research. I try to take our findings and the truths about the world and come up with interesting, clever campaigns that people enjoy sharing with their friends, family, and co-workers.
What do you find most challenging about your job/career?
Every job has its ups and downs. I’ve always said a bad day in public relations and advertising beats a good day at most other companies. Sometimes the industry is volatile. Sometimes you lose clients. Sometimes your ideas get rejected. Sometimes we have to deal with a crisis. The good news is that all of these things are temporary – having these low moments every now and again helps me appreciate the highs.
What do you find most enriching about your job/career?
I love teaching people about new things. Whether I’m showing a colleague a new social media channel or speaking to students about the industry or explaining digital trends to clients, I find true enjoyment in educating people. Fortunately for me, there’s always more to learn which means there will always be more to teach. Knowledge is power, and it feels really good to share it.
How did you find yourself in your current career?
I’ve always said that getting where you want to go takes a little bit of luck, a lot of hard work and incredibly good timing. Even in college, I had the innate sense that I belonged in marketing and advertising - more specifically in social and digital media. Although I studied advertising in school and worked at a major agency right out of college, I wound up encountering an opportunity in public relations firm where I could continue to explore my passion for social media. Not all paths are linear, but if you have a good sense of where you want to be in the future, you’ll get there.
Words of advice for anyone who wants to pursue this career?
Hustle hard. If you’re new to the industry and just starting out, figure out exactly where you want to be before you begin applying. Agencies are going to be able to tell when you haven’t done your research, and they’ll definitely know when you’re applying to multiple places. You’ve got to want a job more than the next person because everyone is vying for the same position. Keep grinding and going after what you want. Persistence is everything, especially in such a fast-paced industry.
If you would like to learn more about Felicia's great work, click here.
Thanks for reading!