The Transition From Journalism to Managing Communications at One of the Leading Museums in the World: A Q&A with Bridgette Russell, APR

Bridgette Russell, APR, with one of the start attractions at the Field Museum.

By Edward M. Bury, APR, MA (aka The PRDude)

Most museums need to evolve to keep pace with new developments and discoveries. And, from another perspective, communications professionals evolve, too. Today’s profile centers on Bridgette Russell, APR, a friend and colleague who moved on from journalism to a successful career in public relations for a world-renowned cultural institution in Chicago. Here are Bridgette’s thoughts on her career, the state of communications, and fondness for the remains of one of the world’s most famous dinosaurs. 

1. Like many in the public relations profession, myself included, you launched your career in journalism.  What prompted you to transition to public relations?

My undergrad degree is in print journalism, and I graduated from college in 2005, when newspapers were already in a challenging position. After the recession in 2008 delivered another blow, I had to really think about the trajectory of my career and how I wanted to grow, especially as the “one-man band” style of reporting was emerging for Web coverage. (I didn’t love my one-man band era at all!) Though I will always love journalism and storytelling, I decided to pursue PR to focus on telling stories and creating content for one brand or organization.

 

2. Do you have any regrets about leaving journalism? If so, please share details or anecdotes.

I don’t have really have any regrets, but I do miss the newsroom sometimes! The camaraderie, the banter, the great stories about wild interviews we shared. There’s nothing quite like that environment. However, I can remember one experience that sealed me leaving journalism: I was working as a reporter in Ohio, and someone had spotted a tornado out in the county about 25 minutes away. It must have been a holiday weekend or something because I was the only one in the newsroom, and my editor sent me out with a point-and-shoot camera. As I headed toward the scene, I realized I was literally the only car headed in that direction; everyone else was driving the opposite way. I thought, “OK, I’m working in a job that requires me to drive TOWARD danger. I think it’s a good time for me to figure something else out.” There was no tornado, by the way.

 

3. We also share this: We both saw the value in earning the Accredited in Public Relations credential and earned the APR. What were the key factors behind your decision?

 

I pursued the APR because I wanted consistency and strategy behind my PR approach. Applying what I learned while earning my credentials helps me avoid the pitfalls of throwing everything at the wall until it sticks. Instead, it’s always why, who, and what do we want them to do with the information we distribute? The APR elevates your strategy in a way that cannot be overstated, plus it’s a fabulous networking tool. Finally, staying on top of continuing education credits keeps you updated on the latest happenings in the industry.

4. Currently, you hold a leadership communications position with one of the leading museums in Chicago and perhaps the world.  Please share thoughts on your daily responsibilities at the Field Museum. What are some challenges faced today by museum communicators?

 

This is a great question. I’ve just celebrated two years at the Field as PR Director, which simultaneously feels like I just got here and that I’ve been here forever, in a good way. Before coming to the Field, I worked at an (much smaller!) art and history museum in Georgia, so I’ve been in the museum space for about five years total now.

Working at the Field Museum is an incredible onslaught of science storytelling, collections-related news, exhibition announcements, and ever-evolving cultural conversations. My daily responsibilities can include overseeing a press conference, helping create content for our various channels, or brainstorming on our next seasonal campaign. I think any museum communicator has the challenge of filtering all of this information into pieces that are accessible and digestible for the myriad of audiences and communities we serve. Museums, particularly natural history museums, can be very technical and academic, so our biggest challenge is ensuring everyone understands our work and how it connects to larger relevant stories. Also, there is increasing conversation about the role of museums and museum collections in dialogue about the world’s environmental and social challenges. We want to ensure diverse communities are represented and their voices are amplified within our institution. It’s actually a great time to be a museum communicator, and I’m optimistic about where we’re headed.

 

5. The Field Museum holds priceless collections of antiquities and more modern tangible evidence of humankind and the environment. Can you site a favorite?

 

Oh, this is a tough one. Because I like shiny things (I mean, who doesn’t?), our Grainger Hall of Gems is a place I like to visit often. I’ve also never stopped being awed by SUE the T.rex, the most complete specimen found to date, and I just love the stories and layout of the Cyrus Tang Hall of China. OK, that’s three things. Sorry! In all seriousness, I could discover a new favorite at the Field once a week. It’s a fabulous place to work.