PR Pros: Nicole Swickle Of Honest Interactions PR + Project Management On The 5 Things You Need To Create A Highly Successful Career As A Public Relations Pro
…Remember this, “acts of esteem build esteem.” For me, it’s a lot of things. It started with my fear of public speaking. The more you practice, the better you get, and the better you feel about it. I used to shake when I did public speaking, and now I enjoy it. The same goes for my wellness journey and working out. The more days I consistently eat well and exercise, the better I feel, and the better I show up. Everything sort of snowballs in a positive way. So, one act of esteem at a time, no matter what field you’re in, I think just builds you up that much more…
I had the pleasure of talking with Nicole Swickle. Nicole has made a notable impact in the fields of public relations and media management, leveraging her extensive experience with major brands such as ESPN, Red Bull North America, Red Bull Media House, PUMA Golf, and COBRA Golf. Her career is characterized by a fervent dedication to storytelling, aiming to animate brand voices across a variety of media channels — paid, earned, shared, and owned. This passion for sports and entertainment is reflected in her work, which spans public relations, social media, content production, and athlete and artist activation.
In 2023, Swickle founded Honest Interactions PR + Project Management, a company dedicated to crafting authentic narratives in the sports, health, and fitness sectors. Her approach to public relations is deeply personal, emphasizing genuine connections and the unfiltered moments that shape human experiences. Honest Interactions, or “HI” as it’s colloquially known, embodies this philosophy, operating on the principle that every story begins with a simple hello.
Swickle’s journey into public relations began during her high school years, driven by an innate love for community engagement and storytelling. She pursued a degree in mass communications with a concentration in PR, and a minor in Leadership Studies from the University of South Florida, laying the foundation for a career that would see her manage high-profile campaigns and develop meaningful relationships within niche communities.
Her professional ethos is rooted in empathy, passion, and confidence — traits that have been instrumental in her success. Swickle’s empathetic approach ensures she understands and supports her clients beyond their business needs, fostering an environment where they feel valued and heard. Her passion for storytelling and connection drives her to exceed conventional expectations, making PR a lifestyle rather than a mere job. Confidence, bolstered by a strong foundation of metrics and research, allows her to navigate the subjective landscapes of PR and social media with authority and clarity.
Despite the success and relative ease with which business has come her way, Swickle acknowledges the challenges of transitioning from working with large brands to managing her own enterprise. The autonomy of choosing her clients and focusing on the meaning behind messages rather than quantitative KPIs has been rewarding, yet the absence of a larger team dynamic and the need to set personal boundaries have posed some hurdles.
Swickle’s personal history, marked by her battle with a life-threatening eating disorder during college, has profoundly influenced her professional journey; including her knack for extracting depth from client narratives and relatability to the athletes she represents. Her decision to publicly share her story of vulnerability and recovery has not only empowered her but also helped her connect with clients on a deeper level. This openness and authenticity are central to her professional identity, reinforcing the importance of genuine human connections in public relations.
Her career highlights include an 11-year tenure with Red Bull, during which she relocated multiple times to advance within the company from Communications Intern, to building the first regional communications team across the Delta as a Senior Communications Manager. Previous to Red Bull, Swickle oversaw Global Social Media at Cobra Puma Golf and managed events for ESPN bowl games. In her new venture, Swickle provides both talent management and publicity (a double threat) to high-end clientele including Astronaut John Shoffner, Pilot of Ax-2 mission to the International Space Station, and former NFL all star Aldon Smith.
Swickle’s commitment to continuous learning and adaptation is evident in her daily routine, which includes scanning industry publications like AdWeek and Mashable to stay inspired and informed. She draws significant inspiration from thought leaders like Brené Brown, whose work on vulnerability and leadership resonates deeply with her own experiences and professional philosophy.
Nicole Swickle’s approach to networking underscores her belief in the value of being genuinely interested in others. She emphasizes the importance of understanding and supporting colleagues and clients, adding value to relationships without the expectation of immediate reciprocity. Her success in generating qualified leads and maintaining a steady stream of clients is attributed to her reputation for being a good person — reliable, kind, and easy to work with.
Nicole Swickle’s career as a publicist, athlete, published author, Emmy-nominated producer, and editor-in-chief is a testament to her dedication to authentic storytelling and human connection. Her journey reflects a commitment to empathy, passion, and continuous personal and professional growth, making her a respected figure in the field of public relations.
Yitzi: Nicole, it’s a delight and a pleasure to meet you. Before we dive in deep, our readers would love to learn about your personal origin story. Can you share the story of your childhood and how you grew up?
Nicole: Growing up, I was always active. (Looking back now, it explains why I can’t sit still!). My world revolved around sports; soccer in particular. I loved everything about the game and the lessons it taught me.. it was always bigger than ball.
I played, coached and eventually became a referee. I moved up the ranks quickly as a referee and found myself on the whistle at Olympic developmental camps and state tournaments. Fitness tests were required as part of referee progression. I was in college at the time and one of the referee mentors, an older male, said to me (and I’ll never forget this)… “You see that girl over there. She really looks the part.” He was making a passive-aggressive comment about my weight.
From that moment on, I was fixated on losing weight. First it was anorexia. Then bulimia. I actually became so weak that I could no longer sustain 90 minutes on the pitch, and had to quit reffing soccer. My disorder lasted seven years and almost took my life.
After hitting rock bottom, getting up, falling down and doing that dance for several years, I found my footing. As a storyteller, I finally accepted my disorder for what it was and felt the need to make my mess my message. If I could help one person, then I was doing my part.
It was the first time I was truly vulnerable in my life. People looked at me and had no idea anything like that was going on. In the process of experiencing that as a young girl, a college student, and in my early 20s, I realized the power of vulnerability — not just in connecting with others, but in how much you get back from people. People feel comfortable sharing with you when you let your guard down. You become a safe space. Sharing my story led to owning Nashville Fit Magazine. I started as a contributing writer and came out as an owner. Now I’m editor-in-chief. I’ve since had to give up some things due to bandwidth.
As a publicist, my story has brought me closer to clients because they see me as a real human. I think the manicured “professional polish” is something of the past. People want to resonate with something real. Life is just a game of whack-a-mole; whether it’s an eating disorder, an addiction, or any kind of stress, you can quiet one thing, and something else pops up. Showing that you’re human allows others to do the same with you.
Yitzi: I appreciate your vulnerability and sharing that. Thank you. So, can you share how you became a publicist? How did you enter the world of PR?
Nicole: I was in student government in high school and I just loved it. I was the kid painting posters after school at 6 p.m., decorating the hallways, and interacting with people. I later went to the University of South Florida for a mass communications degree with a concentration in PR and ended up working in that field. I love it so much. I love connecting with people and telling deeper, richer stories that go beyond the surface level. My company’s name is Honest Interactions, or HI for short, because every story starts with a simple hello. I truly believe that I’m doing exactly what I was put on this Earth to do.
Yitzi: So you probably have some fascinating stories from all parts of your career. Can you share one or two of your favorite stories from your professional life?
Nicole: Well, I was with Red Bull for 11 years. It’s really hard to beat that! I kind of thought that was the peak of my career. To my surprise, it was only the beginning. Trusting in myself and starting my own business took a lot of convincing from my peers and mentors. It’s so important to have a circle that sees your greatness on the days you don’t see it for yourself. I can’t stress that enough!
About a month after I started Honest Interactions, I received a LinkedIn message from an astronaut. He said, “Hey, Nicole, I’m going to space and thinking I might need a publicist. Can you help me out?” I was like, sure, great.
We talked on the phone for hours. John Shoffner is a former skydiver, race car driver, pilot and badass to put it mildly. He had a lifelong dream of going to space since the age of eight. As a kid, he turned trash cans into capsules that would take him to another world. The recent commercialization of space flight made his dream a reality. Shoffner was about to Pilot Axiom Space Ax-2 mission to the ISS alongside famed former NASA astronaut Dr. Peggy Whitson. Working alongside John and Peggy was the privilege of a lifetime. For John — we wanted to communicate that this was not a pricey joyride to the ISS. He trained at NASA Johnson Space Center for over two years and not only met, but exceeded qualifications for this role. He was on a mission to inspire students around the world through STEAM education and bring kids just a little closer to space through live chats while living in microgravity. I’m so proud of the work we did and the person John is. It wasn’t just a paid ticket to space. It was living proof that dreams don’t have expiration dates.
My experience working on Ax-2 impacted me so deeply, I had a custom necklace engraved with “Ad Astra” on it, which means “To the stars.” Just before launch, John surprised me. He told me to take off my necklace. He put it in his pocket and brought it to space with him. It will forever be the most valuable piece of jewelry I own.
Yitzi: It’s been said that sometimes our mistakes can be our greatest teachers. Do you have a story about a humorous mistake you made when you were first starting and the lesson you learned from it?
Nicole: Don’t move too fast! I’ll probably get in trouble for sharing this one haha. I was working at Puma at the time on the golf side of the brand. It was when bit.ly links had just come out. I copied and pasted a bit.ly link to our global Facebook account, but accidentally changed the last character. It ended up leading to an adult content site. I was on the golf course getting blown up with calls, but I didn’t answer my phone because it’s not respectful to talk on the phone on the golf course. After about 16 calls from HR, I finally answered. I was mortified. I still am! Since then, I’ve checked every link meticulously. So the lesson is, don’t move too fast and check your work before someone else does.
Yitzi: So you’re a successful leader, successful PR practitioner, and editor. Which three character traits do you think were most instrumental to your success?
Nicole: Empathy is number one. You only see what you see when you talk to people. Everyone has a life at home and some sort of struggle going on behind the scenes. I know I do. It’s important to come from a place of understanding. If someone is acting a certain way, it’s not necessarily towards you. How do you help them if they want to be helped? If a colleague is having a tough day and snapping at others, instead of taking it personally, I try to understand what’s going on with them and offer support or space if needed.
Number two — Be passionate. If you work in PR, your nine-to-five is not just nine-to-five. It’s a lifestyle. If you don’t enjoy it, you’re pretty much not going to enjoy your life. But also, set healthy boundaries, which I could afford to do more often.
Number three is confidence. PR and social media are such subjective spaces, and everyone has an opinion. Everyone reads the news — so they’re “experts” on the newscycle. Everyone is on social media — so they must know how to articulate brand voice and tone via social media. I say that with sarcasm. Being confident in your ability is crucial, as is having the objective data to back it up. I don’t live and breathe metrics; however I use them as a resource for coaching clients and making informed decisions.
Yitzi: Perfect. So, can you share with our readers the exciting projects that you’re working on now?
Nicole: I’m working with a new beverage brand that gently pokes fun at the perceived perfection of the wellness industry. Unlike the Lululemon’s of the world, they’re more like — “Hey, I got out of bed today. That’s a small win,” which is awesome. It ties back to just being human — which I’m all about.
The brand just sponsored two women who rowed the Pacific Ocean from Monterey, California to Kauai, Hawaii. They absolutely smashed three world records in 37 days. They were the fastest female pair to row the Pacific, the fastest overall pair (m/f) to cross the Pacific, and after previously rowing the Atlantic in 2022, they now hold the fastest combined time for pairs to cross the two oceans. I’m fortunate to tell the story of the two best friends and how the product supported them throughout their journey. Any badass female story is a win for me.
Yitzi: I’m just curious, how does that work? Do they go over totally alone without any support boat behind them?
Nicole: They participated in an event called the World’s Toughest Row. There were eight teams that finished, nine at the start line. The teams varied in size and genders. There are no motors, no food drops, no chaser boats — it’s nonstop. There are two little cabins where they can take sleep breaks. Their secret sauce was their friendship. It’s not that they were world-class athletes, but they know how to communicate with each other, which, in the world of communications, I can really respect.
Yitzi: So that means they were basically facing huge waves, storms, and everything all alone in a small rowboat?
Nicole: It was incredible. The first 10 days, they were just getting smacked by the Pacific Ocean. It was really tough on them mentally and physically. But they made it through. I asked them if that feat transcends the water and affects other areas of their lives. They said absolutely. That’s the part of the story I like to tell — the parts that people don’t get to see or hear about.
Even though the race is over, I’m still kicking the habit of checking their whereabouts in the middle of the night. My clients will never be just my clients.
Yitzi: Amazing. So let’s go to the main focus of our interview. For the benefit of our readers, can you help articulate what PR is, how it’s different from advertising and marketing, and what are the different forms of PR?
Nicole: Yeah, a lot of people don’t understand it, and that’s OK. I can understand why they don’t. PR is about getting people to talk about your subject matter positively and for free. I wish more CEOs and brand managers could understand that. It’s not about forcing a message down an outlet’s throat. There’s no direct monetary return on investment — it’s an awareness play. It’s about telling a story, hopefully a human story, so when someone reads an article, they can say, “Me too.” They might not be familiar with that specific sport, genre, or artist, but you can take a piece of that story and stretch it in many different ways to get people to care about things they didn’t initially care about. That’s the human side of PR that I love.
There are different forms of PR, like crisis communications, where you’re putting out fires for brands and companies. There’s corporate PR, where you put your executive’s story at the forefront and highlight how they climbed the corporate ladder. Event communications is about getting butts in seats at events. There’s athlete or talent PR, which is personality-driven and focuses on human interest stories. There are probably a million more, like government and politics, which have their own nuances. But at the end of the day, it’s about sharing a message.
And in today’s newscycle — I make every effort to share feel-good stories. We need more of that.
Yitzi: So let’s imagine you were the CMO of a big company like Procter & Gamble. You have a $10 million annual budget for marketing. How much of that budget would you allocate to PR? And how important is PR relative to other forms of marketing like television advertising and social media promotions?
Nicole: That’s a tough question. With a $10 million budget, I’d probably allocate about 85% to other forms of marketing. You have event activations, social media, paid media, content creation, and various other channels. Ideally, PR would be free, but we live in a pay-to-play world. You need to hire the right agency with the right contacts and provide them with the resources they need to do their job. This includes media flyouts, media experiences/hosting, press kits, PR stunts, margin for exclusive earned content — not just the agency fee.
Yitzi: So you’re saying that PR, or earned media, is just as important as paid media. You’d put an equal amount of money towards advertising and PR. Activations would be another category.
Nicole: Yeah, I think so. Obviously, I’m biased. But I think Gen Z can see through the nonsense. Especially if it’s not organic-looking, paid content will be identified and overlooked quickly.
Yitzi: So how do you articulate the pros and cons of paid media versus earned media?
Nicole: For earned media, the pro is that it’s truly earned, right? It’s ideally a story with depth and color — but it may never see the light of day as it’s contingent on the newscycle and other uncontrollable factors.
For paid media, the pro is guaranteed placement and messaging. But you’re paying for it. By law, paid content has to be disclosed. People are quick to tune out anything that suggests they’re being bought.
If you want to tell a story that resonates with someone, making them remember and feel something throughout their day, it’s more than likely going to be through PR. If you’re just looking to sell products, go with advertising.
Yitzi: How do you measure the success of a PR campaign if it’s hard to know why people bought what they saw before they bought it? How do you track conversions with PR?
Nicole: I try to advise clients that PR is about brand awareness. I don’t like to set unrealistic expectations. I can use trackable links to see if we’re driving clicks to an eComm site, but as for driving sales, I’ll never overpromise.
Yitzi: So how does a person track their ROI? How do they know if it’s worthwhile to continue in a certain direction with PR?
Nicole: Every client is different. One of my previous employers doesn’t rely on impressions. They had a list of “media that matter.” If their audience is Gen Z, 18 to 34, whatever their demographic — they have a list of specific press outlets. Whether it’s PopSugar, Refinery 29, Inertia, or something endemic, if you got coverage in those specific titles, that’s a win. They’re not looking at impressions because those are often inflated. For some brands, especially those less familiar with PR who want shiny numbers, I’ll give them unique monthly visitors and impressions. I can get a Yahoo! placement via the wire, but is the story there? My personal feeling is, who’s your target audience? And are you reaching them in a meaningful way?
Yitzi: Okay. If a young person is considering a career in PR, where should they start their education? Should they get a degree in communications? Should they first go into journalism? And can you explain that?
Nicole: I would encourage getting some kind of communications degree. Writing was really big for me. I went to a university that was accredited. I still think writing is a crucial skill. With AI and tools like ChatGPT becoming more popular, it might even take my job one day. But I firmly believe that knowing how to write is essential. Brand voice, brand tone, and having the ability to copywrite will always stand out. Be able to understand subject matter, then articulate it.
Do internships. Not just in PR, but also in adjacent fields. I did internships in event planning, PR, social media and brand marketing. Understanding how an ecosystem works within a company will make you more valuable. I operate with a full marketing mix in mind, and it only helps amplify all the work your counterparts are doing. Otherwise, you can find yourself working in silos and creating disjointed campaigns.
Yitzi: Nicole, your field relies on networking, meeting journalists, editors, and clients. I suspect you’re a very good networker. Can you share some tips on good networking?
Nicole: I’ll always bring it back to just being human. It’s not a call center where you keep calling press until they pick up. You’re dealing with people who probably have 10 other deadlines. Look at their work, see what they’ve done, and think about how your story will benefit their readers — not just how cool your story is to you.
Also, there’s a quote I love: “The best way to be interesting is to be interested.” I stand by that. When having conversations at networking events, listen to other people and understand them. I see it all the time where people are thinking about what they’re going to say next, or their mouth opens before the other person is even finished. No one wants to continue a conversation if they don’t feel seen and heard.
Yitzi: Lead generation is one of the most important aspects of any business. Can you share some of the strategies that you use to generate good qualified leads? How do you find your clients?
Nicole: I’ve been very fortunate in that I haven’t had to go fishing for clients. I’m trying to say this in the most humble way possible, but I think being good to people is the best legacy you can leave behind. When you do that, people will have nice things to say about you and your work. I’ve worked with incredibly talented people who struggle to find work because they’re difficult to work with. On the other hand, there are kind and coachable people who receive plenty of recommendations and clients.
Yitzi: That’s amazing. Beautiful. OK, so Nicole, this is the main part of our interview. You have a lot of experience now, and I’m sure you’ve learned a lot from your experiences. Based on your experience, can you share five things you need to create a highly successful career as a public relations expert and why?
Nicole: Five things. Here we go.
First, be invested. Whether it’s in people, brands, or the world around you. Stay curious and be invested. People can tell when you are truly into their story, and if someone’s telling you their story, it means they trust you. A publicist is not just a publicist; they are an assistant, an ally, a therapist, a lawyer, and a call away at any time, day or night. So, yes, be invested.
Second, be honest. Communicate the good, the bad, and the ugly. Sometimes you’ll need to pass on things and explain it in an eloquent way that doesn’t show frustration. Understand that while you know your world, others may not. So, be honest and understanding.
Third, be agile. You need to be able to pivot quickly. You can have the most beautiful editorial calendar, but a buzz-worthy moment might arise that’s too good to miss, or you might have to pump the brakes due to unforeseen circumstances. You have to read the room. Keep a pulse on the political climate, social climate, and other events. For example, if there’s a hurricane in a market you’re pitching to, leave that writer alone! Chances are they’re preparing their home, focused on keeping their loved ones safe, or without power. If anything — send them a note to let them know you’re thinking of them.
Fourth, set boundaries. PR is a lifestyle job, not a nine-to-five. As life picks up, work usually does too. Set time apart for self-care. You’re caring for other people and putting them in the spotlight, so you deserve the same for yourself.
Fifth, be a lifelong student of your trade. Keep up with trends and know how the media wants to receive pitches. Maybe your press release isn’t working, but a listicle might. Or perhaps a simple, “Hey, I saw your article on XYZ and this feels like a great next iteration of a similar story.” Having a good pulse on your industry is crucial. If you walk in not knowing what that person’s beat is or how to properly pitch them, you’re probably not going to get a story.
Yitzi: OK, this is our final aspirational question. So, Nicole, because of the role you play, if you could spread an idea or inspire a movement that would bring the most amount of good to the most amount of people, what would that be?
Nicole: Remember this, “acts of esteem build esteem.” For me, it’s a lot of things. It started with my fear of public speaking. The more you practice, the better you get, and the better you feel about it. I used to shake when I did public speaking, and now I enjoy it. The same goes for my wellness journey and working out. The more days I consistently eat well and exercise, the better I feel, and the better I show up. Everything sort of snowballs in a positive way. So, one act of esteem at a time, no matter what field you’re in, I think just builds you up that much more.
Yitzi: That’s amazing. So, how can our readers continue to follow your work, engage your services, and support you?
Nicole: I would love to connect with your readers!
They can visit my website at honestinteractionspr.com
They can also follow me on Instagram at @honestinteractions or on my personal account @nswickle
Yitzi: This is so meaningful. I wish you continued success, blessings, good health, and everything good.
Nicole: This is so great. Thank you for all that you do, and for sharing my story.
Yitzi: It’s my pleasure.
PR Pros: Nicole Swickle Of Honest Interactions PR + Project Management On The 5 Things You Need To… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.