February 24 – Kara Ferrara, Abercrombie & Fitch Co.

Scripps PRSSA was more than pleased to welcome Kara Ferrara from Abercrombie & Fitch Co. to speak to the Chapter.

Kara is currently on the Communications & PR team at Abercrombie & Fitch Co., where she focuses on external corporate communications and public relations support for the company’s global, iconic brands. Aside from retail, she has had previous public relations experience in a variety of industries, including tourism, higher education and healthcare. Kara is a 2017 graduate of the E.W. Scripps School of Journalism at Ohio University, where she completed a major in strategic communication with a marketing minor.

Here are some key highlights:

  • Our Values: Our culture and values are the foundation of our commitments to our associate, customers and stakeholders.
  • Starting an agency is great to get your feet wet and figure out what industry you enjoy.
  • At an agency, you learn a lot in a short period of time.
  • “Every day at Abercrombie is different.”
  • Kara is responsible for the following day-to-day: media relations, media monitoring, writing, company statements, earnings communications, interview briefings/prep, issues management, communications plans, LinkedIn content, cause marketing, and ad hoc PR support – Abercrombie & Fitch, abercrombie kids, Hollister, A&F Challenge.
  • “Every brand is unique and their audiences are different, so it keeps things fresh even though I’m in-house.”
  • “PR and communications can fit in anywhere. Everyone needs that guidance and support.”

AGENCY VS. CORPORATE

  • AGENCY: multiple focuses, start-up feel, work with many different teams/groups of people, client pressures
  • CORPORATE: one focus, historical/structured, one main team, business/customer pressures

Sydney Davis is a senior studying strategic communications and the current VP of Public Relations for Scripps PRSSA. Connect with her on LinkedIn here!

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