Member Spotlight: Christine Cox

Each month AWC Austin will highlight one very special member making a difference in the communications industry in Austin, Texas. This month, we feature Christine Cox whose resume runs the gamut. Her voice has been heard over air waves, she’s negotiated with dancers, tangoed with lawyers and she’s even rubbed elbows with some A-list celebs at their most special life moments.  Now she is President of ChristineCoxPR, successfully crafting clear, simple and relevant messages for her clients.  Curious to know how she’s done it all?  Curious to know how she’s done it?  Well, it’s your lucky day!

August Member Spotlight: Christine Cox

AWC AUSTIN:  What originally prompted you to join AWC Austin?
CC:  I was new to Austin, fresh from New Orleans, and had decided to go out on my own and begin working for myself.  I heard about Freelance Austin and went to a couple of their meetings.  This was back when Julie Tereshchuk was the chair.  Pretty soon, they asked me to sit on the committee.  I really started building a network and a community.

What really made me join AWC was when a friend invited me to the Christmas party and Liz Carmack spoke to the group about why she was a member, the history of the organization, the wonderful friendships she’s made, and so forth.  She spoke so personally and passionately.  I joined the next month!

AWC AUSTIN:  How long have you been a member?
CC:  I joined two years ago.

AWC AUSTIN:  Can you describe your experience on the AWC board?
CC:  It’s just great.  There are so many smart women with creative and imaginative ideas. The group has so much to offer it’s members, unlike a lot of organizations that don’t have a lot of local opportunities to get to truly bond with other communicators.  I’ve made some really good friends and contacts!

AWC AUSTIN:  Christine, you have done everything under the sun.  Walk me through your career path.  Slowly now…
CC:  I graduated from LSU as a double major in English and Broadcast Journalism.  I was a DJ with a public affairs show for a couple of years and I really liked it. I was surprised how naturally it came to me!  At the time, it wasn’t common for women to have a voice over the airwaves but I think that’s how you end up doing well in something; you excel in the things that you really like.  I got married, moved to New Orleans and did some on air talent (voice-overs for commercials, etc).  I even did a couple jingles for commercials! But, it was hard to break into that market at the time.

After getting married and having children, I didn’t work for a bit until I divorced and was forced to rethink my whole path. I  had two little girls who were relying on me.  I had been doing some freelance writing to keep me busy and also helped promote events. This is when I met some people on the board of  Delta Festival Ballet, a professional ballet company and then landed a job as their General Director!  I learned about payroll, drafting dancer contracts, securing hotel accommodations, fundraising, and handling a board as an employee (entirely different than when you sit on a board as a member).  With a limited staff, we had to do everything; the communications side of things are what interested me most.

Eventually, I was hired away first as assistant to the Executive Director, then as Media Relations Director for Castano Tobacco Litigation.  My dad, James Cox, was a state senator at the time and he was very interested in seeing me join forces on such an important, groundbreaking case.  It was wild.

There were 65 law firms from all over the country.  These people were top-notch trial lawyers; some of the best in the country and very politically connected in DC.  It was superinteresting because they can be really demanding and opinionated.  They were pulling me in different directions all the time because of their sheer number.  After about seven or eight years, they paired down the staff to a just couple of people.  All of the documents that were subpoenaed are still in a document depository twice the size of this restaurant!

When that wrapped up, I basically worked for myself for a couple years.  I have a daughter who has paraplegia.  She got sick when she was ten so I took some time off and wrote a bit for some magazines and helped a friend with event planning.  I even helped plan Harry Connick Jr.’s wedding!

Then, I moved to Austin and the rest is history!  I turned my public relations freelance work into a business about a year ago; ChristineCoxPR and currently I have four clients. I still do some freelance writing though, for a number of magazines.

AWC AUSTIN:  As the Media Relations Director for the Castano Tobacco Litigation, you worked in a controversial arena (focused on tobacco and gun manufacturing).  What did you learn from this experience and how has it helped you connect with a diverse audience?
CC: I learned that as complicated as something like that can be, with all the documents, legality, and complexities of a class action, it can be broken down into its simplest denominator.  As long you speak simply and clearly, it can be understandable and related.

A lot of people had lost loved ones to emphysema and heart disease and that’s what we kept relating; it’s a very human issue about people’s lives and how it’s affecting them.  Once you reduce it to the human element, even complicated message can be relatable. 

AWC AUSTIN:  You’ve dubbed yourself a “social media fan.”  As a writer and editor, in what ways do you feel that social media has both boosted and hindered the integrity of writing?
CC:  Social media has inspired “citizen journalism” which can be haphazard and not always accurate.  Biased or skewed messages can be released globally, whereas journalism is supposed to be unbiased and simply present the facts.  In a way, maybe social media has given people a voice that aren’t well informed enough on the issue at hand to get the message right.  Although, it can sometimes confuse things.

Social media has also given people voice that have never had voice before; I think that’s truly valuable in a free society. It’s also allowed people to connect to others, find out what needs they have, and help meet those needs.

AWC AUSTIN:  Tell me about PR Soup and how it got started.
CC:    Through social media!  I belong group called Austin Content Marketing and as part of this organization a member is put on the “hot seat” answering audience questions and creates an open dialogue.  A couple AWC colleagues sat on the hot seat one time (LuAnn Glowacz and Dana Marruffo) with Andrea Schulle and I  fielding some of the questions.  Afterwards, a few audience members approached all of us and suggested we start a blog to share our knowledge about PR.  The four of us sat down, talked about it, and decided to do it!

AWC AUSTIN:  As a constant, positive presence in the professional Austin scene, what’s your number one tip for someone looking to be part of it or make their own impact?
CC:  Engage!  Just make sure that you’re genuine, that you’re not pretending to be something you’re not, and you’ll automatically draw people to you.

Social media is the same thing. You have to engage to build relationships; comment on blogs, Twitter feeds, Facebook, and so on.  Social media also helps you use your voice and use it confidently.

AWC AUSTIN:  How about for women just entering the work force?
CC:  Because I have two daughters, it’s really important for women of the younger generation to own their voice and be confident that what they have to offer is just as important as anything a man has to offer.  Not to sound as though women are pitted against men, but young women often slip into that polite, quiet role and I think that it will not benefit their career or their personal life. Say what you mean, know what you mean, and be okay with it.

AWC AUSTIN:  What’s the number one awesome thing about Austin that you would tell someone who’s thinking of moving here?
CC:  I just think the coolest thing about Austin is the way people are so open.  Some areas are not as inclusive, but the minute I moved to Austin, I felt like I had 100 new friends!  Austin is a very friendly town.