Deana Haworth
“I think the most common misconception of public relations is that it can’t be approached in a rigorous, data-driven way. In my experience, that’s not true at all. Public relations is more than a job, it’s a discipline — and the rigor of that discipline is limited only by the creativity of your approach.” - Deana Haworth
We conclude our #PRorNah social media theme for this month by highlighting Hirons Chief Operating Officer Deana Haworth, APR. A groundbreaker for women in PR leadership, Deana discusses her strategies for actively combatting insufficient diversity and stakeholder representation in the PR field throughout her career. She also shares lessons learned by guiding businesses state-wide through the COVID-19 pandemic.
As the first woman to hold the position of COO in Hirons’ 44-year history, Deana manages all company operations, including business development, growth, and strategic planning, all while serving as a senior advisor on major accounts. She holds one of the highest distinctions a PR practitioner can acquire, an accreditation in public relations (APR) from the Public Relations Society of America.
Early in her career, Deana identified the lack of diversity in PR. Not only did she see an almost complete absence of women in leadership, she also noted that the workforce did not racially or ethnically reflect the surrounding community. She emphasized that while a diverse workforce is essential in every field, it’s particularly so in communications. “To be successful with public outreach, education and purpose-driven communications, we must first ensure the leaders of such efforts represent the true diversity of the communities we’re seeking to impact,” she said. “Authenticity and empathy are the key building blocks for successful communication, so those crafting the messages should be at least as diverse as those receiving them.”
Struck by so much opportunity for growth, when Amos Brown, communications veteran, community activist and friend, passed away in 2015, Deana strove to honor his legacy in a way that would inspire progress and meaningful change. She originated a Hirons internship in Amos’ memory that would create a pathway for students of diverse backgrounds to become public relations leaders.
The creation of the internship is only one of the incredible achievements Deana has made throughout her career at Hirons. With clients such as IU Health, Bosma Enterprises and the State of Indiana, she has continued to achieve great accolades, but it wasn’t without challenges. One of the biggest professional and personal hurdles she has overcome was one that shook much of the world– the COVID-19 pandemic.
When the pandemic hit, clients needed help navigating closures, remote work and safety protocols. As the vaccination became available, Deana assisted the Indiana Department of Health and the Indiana Governor’s Office in their efforts to share safety and vaccination information. She emphasized that to be successful, these messages needed to resonate with each of Indiana’s 92 counties: what resonated in Marion County, for example, wouldn’t work in Elkhart County. “The work we did to engage and educate the public on preventing the spread of COVID-19 and on vaccination gave new meaning to the idea of ‘tailored messaging,’” she said. The experience was equally grueling, invigorating, frustrating and immensely rewarding — Deana shared that she is still unpacking the valuable lessons learned.
To keep up with Deana, you can follow her on LinkedIn, Twitter and Facebook. To learn more about her work at Hirons, visit https://hirons.com or follow them on Facebook, Twitter, Instagram and LinkedIn.
