Just Write – A Conversation about Leadership with Liz Torrez, Executive Vice President of Hill + Knowlton Strategies
It’s not an exaggeration to assert that Liz Torrez is one of the most thoughtful and effective leaders in public relations. We scheduled a discussion on leadership tactics and strategies, but over the course of our interview, I learned about the skills and experiences Liz held closely to her as she evolved from a reporter fresh out of journalism school to her eventual role as Executive Vice President of Hill + Knowlton Strategies.
Getting there
As I get deeper into the weeds of the public relations industry, I’m finding more and more that so many PR pros I admire earned their stripes as journalists and reporters on the ground before diving into agency life. Liz is no exception; after graduating with a journalism degree from the University of Illinois she worked in a local news station as both a reporter and producer.
I ask her to share the skills and habits she learned as a journalist, and what she finds most valuable in her current role as an EVP in an agency:
“Working in journalism helped me get used to being in a fast and furious environment, where I can pivot from one thing to another really quickly. Being a journalist requires you to talk about and learn about all different kinds of people, experiences, and issues, which are really helpful and interchangeable between journalism and communications.”
For non-journalism students, Liz imparts what she thinks to be the most important skill to consistently develop and refine:
“I think it’s so important to work on your writing skills. You have to be a good storyteller to cut through the clutter and help your clients deliver their message.”
She adds that research—understanding your client, the context of your clients’ industry in relation to current events, and your client’s competitors—is vital to becoming a good PR professional and an even better communicator.
H+K HER
As I count down the days until I earn my master’s degree, I was eager to ask Liz how she’s helping the next generation of female communicators succeed, and what I can do to pay it forward down the road in my career. I was floored when she answered that not only does she believe in helping fellow women succeed in the industry, she co-founded a development program at H+K to do just that.
H+K HER is designed to help support women at H+K as they endeavor to develop their professional careers. Younger associates are paired with mentors with varying experience levels. It’s important to note that the mentors may not even sit in the same office as the new associate – this is intentional. The mentor may support different clients or campaigns in any of the H+K office locations. The goal of this strategy is to allow women at H+K to feel comfortable bringing their big wins, concerns, or other thoughts to an impartial female mentor within the company.
True leadership is what Liz Torrez demonstrated with the ideation and execution of H+K HER (Helping Executives Rise), and her contributions to the development and retention of female talent at H+K cannot be overstated.
Write more.
My conversation with Liz kept naturally returning to the importance of writing in the public relations and communications industry. Understanding how to effectively communicate a message is the bread and butter of successfully supporting a client.
Liz notes that her experience working in political campaigns, non-profits, and public policy gave her an appreciation for the value of a professional network:
“Working in political communications or public affairs is very black and white. Things are seen as ‘wins’ or ‘losses’ when you’re trying to change public opinion about an issue. On the corporate or consumer side of things I feel like there’s more gray area and it’s harder to identify and define a client’s goals. For those looking to get on the more political side of things, relationships matter a lot. Working those connections to move the needle for your clients is even more important in politics.”
I nod. At DePaul we’ve been taught how to build and flex our professional networks through the entirety of our career. The advice fits nicely with her parting words on the value of the Golden Rule:
“I abide by the golden rule to treat others how you’d want to be treated. I mean, first and foremost, that means being honest and open with people. We’re in the business of communications, and not communicating with openness and transparency seems to go against everything we stand for.”
To graduating communications students, rest assured: the public relations industry is in good hands when people like Liz Torrez are leading it.
AGency profile
Hill + Knowlton (H+K) Strategies is a global, integrated public relations agency with over 80 offices worldwide. Specializing in consumer and corporate communications, H+K supports clients spanning multiple industries and sectors through authentic and transparent messaging.
about the author
Alexandra Lewis is graduating from DePaul’s Public Relations and Advertising graduate program this June and hopes to continue her career in corporate communications and public relations.
