Armed with standout style, a can-do spirit and a deep dedication to community impact, Billy Warden, RLF’s Chief Strategy Officer, brings a sharp, one-of-a-kind perspective to every conversation. His blend of creativity, strategic thinking and real-world experience makes him the perfect voice to kick off our Meet the PR Experts of RLF Communications interview series–and invites us to think more intentionally about the power of communications.
Billy brings a wealth of communications expertise and a deep commitment to serving clients and their communities to our work at RLF. His career spans writing and producing for networks like E!, VH1 and PAX, reporting for The News & Observer and developing breakthrough strategies at GBW Strategies, a firm he founded that was acquired by RLF in 2024. Billy is also a contributor to Our State Magazine, Fast Company.com, The Assembly.com and other publications. Read on to learn more about this communications industry veteran!
What three words would you use to describe yourself as a PR professional?
Ambitious, upbeat and rigorous.
What continues to excite you about working in the PR industry after all these years?
There are always problems out there that need to be solved. Every day, people are facing some sort of issue on the communications front, whether that’s internal or external. This is where I like to come in and work with people on their challenges, hopes and dreams. A sense of urgency is also wonderful. Urgency is fuel.
If you could go back and give your younger self one piece of career advice, what would it be?
Work harder. Most people will say that they would tell their younger selves to relax and that it’ll all sort itself out, but I think that the world is tough to navigate and there’s lots of competition out there. Every day, I ask myself, how can I be smarter and more imaginative, and what can I do for people to see that?
How has PR evolved since you entered the field, and how have you adapted?
You could argue that PR is inherently one of the most conservative corners of the marketing universe because PR is all about controlling risk. So what you put out in the world tends to be positive and carefully curated. And for decades, the tools were pretty set. Social media and the Internet eventually came along and changed everything. From influencers and AI to podcasts and forums like Reddit. All these things grabbed PR by the shoulders and shook it up in a way that hasn’t happened before–and it made it a more exciting field.
What core value guides you as a communications leader, and how does that align with RLF’s culture?
The core value guiding me is to bring strong ideas to the table and execute those ideas well with energy and determination. Just bringing an idea to the table is useless without fully executing it. The hardest part of the job is to get an idea across the finish line and in the winner’s circle. This aligns with RLF’s culture because RLF is keenly interested in good ideas, solid planning and holding each other accountable.
How do you stay current in such a fast-evolving media environment?
I look around with hungry eyes and listen with big ears for what other people are talking about and doing. I seek out the platforms where smart people are writing succinctly and incisively about new tools and trends. I like to marinate on all this by talking with colleagues. Then I look for appropriate places to try things, tinker, do it better. Ultimately, doing it, not just talking about it, is essential!
Despite all the changes in technology, what aspect of PR will always remain human?
There will always be room for the human element in cementing and advancing relationships. Inarguably, AI cannot connect with other people on a human level and help lead them to good ideas. AI cannot look into another human’s eyes and connecting with them. It cannot charm or build trust, nor can it offer the cues that we as human beings depend on to understand each other. What’s exciting to me about the PR industry is that that human element will always be there – and that’s not necessarily true elsewhere.
You’re known as a dynamic public speaker. What do you think people often overlook about speaking to a large audience?
When you get up in front of a group of people, you can make their day. You have the floor–and you can use that opportunity to perk an audience up, connect with them and bring them new information they need and will value. I like to remind myself that this is an exchange; if an audience gives me their attention, I must give them everything I’ve got so that they walk out of the room feeling better informed and uplifted. The other party in the exchange–the audience–is giving me their time and they deserve something special. Public speaking is a sacred space to me.
How has your time writing and producing for networks like E!, VH1 and PAX shaped your approach to PR?
Oh yes–television is a great experience! Working at E, I had to be imaginative all the time–we developed new shows and once we had a show that worked, we had to continue to make sure that that show was interesting to viewers. The other key things about the television industry are that it’s collaborative and you get ratings daily. Think about in PR if we got ratings back from the audience every morning so you could see if what you’re coming up with is working. I still try to bring that energy to client accounts.
What else would you like to share about what drives you as a PR leader?
One thing that is not talked about enough is dressing the part. I think there’s something to showing up at events and meetings and presenting in a way that people notice you care. In PR, there could be a stronger sense of panache. Why let advertising creative departments, architects and rock stars have all the fun?
We’re so lucky to have Billy as part of our team and proud to have him contributing his talents and vision to the RLF family and clients we serve. Check out some of Billy’s work with RLF here.
