From Storytelling to Action: Inside Mission-Driven Communications
By: Linda Horiuchi, PRSA-NY Board Member, Marketing Committee
Key Takeaways
Mission-driven communicators use storytelling not just to inform audiences, but to drive action, shape public understanding, and influence societal change.
As AI, shrinking newsrooms, and misinformation reshape the media landscape, communicators are being forced to move faster while maintaining trust and credibility.
Mission-driven communications carries real emotional weight, particularly when communications decisions directly impact vulnerable communities.
Last week, PRSA-NY welcomed a standing-room-only crowd to The Boys' Club of New York in Manhattan for Mission-Driven: Non-Profit Communications Strategy Up Close, a candid discussion with communications leaders navigating advocacy, crisis response, public trust, and societal change in real time.
Opening the evening, PRSA-NY President Paul Cohen welcomed a standing-room-only crowd to The Boys' Club of New York and highlighted the increasingly vital role communications plays in helping mission-driven organizations build trust, shape public understanding, and drive meaningful action. As AI, economic uncertainty, and mis- and disinformation continue reshaping the communications landscape, he emphasized PRSA-NY’s role in creating spaces for communicators to learn from peers navigating these challenges firsthand.
Panel moderator Omari T. Evans, Founder & CEO of PRESSFWD and PRSA Board Member, Marketing Committee, opened the discussion with a reminder that nonprofit communicators cannot lead “from a safe distance.” In mission-driven organizations, communicators are often operating on the front lines of societal issues as they unfold and the urgency of the work is very real.
The panel featured:
Rachel Noerdlinger, Partner, Actum
Chandra M. Hayslett, Chief Communications Officer, The Legal Aid Society
Kevin Wong, Chief Communications Officer, The Trevor Project and PRSA Board Member, DEI Committee
Jessica Siegel, Head of Corporate Communications, Change.org
From Storytelling to Action
A recurring theme throughout the evening was how many mission-driven communicators are drawn to the profession not only to tell compelling stories, but to also help drive meaningful societal change.
Several panelists reflected on careers that began in journalism, education, and media before evolving into advocacy-focused communications roles. While their paths differed, they shared a common realization: storytelling is most powerful when it helps start movements, influences legislation, elevates overlooked voices, and shapes public understanding around critical issues.
Rachel spoke about developing an urgency around justice and advocacy early in her career while working alongside clients that included Johnnie Cochran, Jr. and Rev. Al Sharpton.
Chandra reflected on her background as a “watchdog reporter” covering K-12 public schools and the importance of helping underserved communities raise their voices and have their stories heard.
Meanwhile, Jessica described realizing during her journalism career that once interviews ended and cameras turned off, many people still needed help driving change and moving issues forward.
AI, Shrinking Newsrooms, and Authenticity
The panel also discussed how communicators are adapting to a profession being reshaped by AI, shrinking newsrooms, and growing concerns around mis- and dis-information.
Rachel noted that clients now expect rapid-response communications, viral content and memes because that is where audiences are right now, particularly across social media, and not necessarily through traditional media channels. At the same time, traditional media newsrooms continue to shrink amid ongoing layoffs and budget cuts. This requires communicators to be far more industrious, with AI serving as an aid in moving quicker, identifying media targets and influencers, and monitoring emerging narratives. However, she also warned that mis- and disinformation remain among the profession’s biggest challenges, with AI further exacerbating the situation, which requires communicators to become more sophisticated real-time undercover sleuths on behalf of clients.
Jessica added that organizations increasingly need to “become their own newsroom,” using AI and analytics tools to identify emerging conversations while still relying on human judgment to contextualize information responsibly.
Kevin emphasized that audiences continue to place significant trust in the leaders of nonprofit organizations, particularly when communications are authentic and personal. Long-form storytelling, he noted, can help audiences better understand leaders’ perspectives and values.
The Human Side of Mission-Driven Communications
When asked what they wished they had known earlier in their careers, several panelists reflected on the emotional weight and endurance required in mission-driven organizations.
Rachel described the profession as “a test of endurance.”
Chandra reflected on the seriousness of the issues where communications decisions can directly impact life-or-death outcomes for vulnerable communities.
Kevin perhaps summarized the spirit of the evening best when he noted: “You are working with people, not for a company.”
The evening closed on a hopeful note, with panelists reflecting that while today’s societal challenges are significant, communicators now have more tools and platforms than ever to engage audiences and drive action. Rachel pointed to the packed room itself as a source of optimism, noting that the energy and commitment of communications professionals gathered together remains deeply powerful.
Acknowledgments
A special thank you to Sammy Deigh for providing pro bono photo and video coverage of the event.
Thank you as well to our volunteers:
Alexa Cox
Allyssa Comagon from Hunter College
Esther Tanis from Hunter College
And special thanks to Avita Bansee, managing director of communications and partnerships for The Boys’ Club of New York and PRSA Board Member, DEI Committee for hosting the evening’s program and networking opportunities.