We’re thrilled to have Aurora Meyer join our Slide Nine team as an account director. Based in Columbia, Missouri, Aurora brings deep experience in strategic communications and strategy as a PRSA accredited (APR) comms professional, most recently in the education space.

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What brings you joy at work? What inspires you?

What brings me the most joy is telling meaningful stories that make a difference and serving as a strategic advisor. I have always been drawn to work that has a clear purpose, whether that is helping a school district build trust with its community, supporting a client in connecting with their audience more authentically, or navigating a crisis situation together. I also genuinely enjoy the strategic side, taking complex, sometimes overwhelming information and turning it into something clear, accessible and actionable.

What drew you to the communications field?

I started my career in journalism, which really shaped how I think about storytelling and audience needs. I was drawn to the fast-paced nature of news and the responsibility of getting information right while sharing information the community needed. Over time, I realized I wanted to not just tell stories but help shape them more strategically. That led me into public relations, where I could combine storytelling with strategy, research, and measurable outcomes.

‍How do you approach creating a memorable client experience?

For me, it starts with listening. The best communication strategies are rooted in understanding what the client needs, what audiences care about, and what success actually looks like. From there, I lean on the RPIE framework (Research, Planning, Implementation, Evaluation) to ensure we’re not just executing tactics, but also delivering meaningful results. I also try to anticipate roadblocks before they happen and be upfront about them because trust is built in those moments. The most memorable client experiences happen when people feel heard, supported and confident in both the strategy and the partnership.

‍What trends are you keeping an eye on for 2026?

I am closely watching how audience behavior continues to shift, especially how social psychology is influencing the way people consume and trust information. We are seeing a move away from social media as a primary information source and back toward owned channels like email and websites. I am a strong believer in "one truth," making sure important information is shared consistently and at the same time with the audiences who need it. I am also paying close attention to how trust and transparency are becoming even more critical, particularly in crisis and high-stakes environments, and how AI is evolving as a tool in public relations when paired with strong human judgment.

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‍What's the biggest win or most exciting work you’ve done throughout your career?

One of my most meaningful career milestones was a campaign at Columbia Public Schools that earned a Gold Medallion Award from the National School Public Relations Association. The project focused on student safety and building trust through transparency and strategic communication. What stands out most to me is not just the recognition, though that was meaningful. It is seeing how thoughtful, research-driven communication can genuinely impact a community.

I am also proud of the work I supported with the Missouri State Teachers Association around a statewide ballot initiative. That experience reinforced how powerful clear, strategic communication can be when it comes to helping people understand complex issues and empowering them to take action.

More broadly, I am most proud of the work that starts with strong research. It is not always the most glamourous or visible part of what we do, but it is where real impact begins and what ultimately separates meaningful results from just activity.

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What tools/websites do you use to keep up with the latest trends and news?

I rely on a mix of industry organizations and real-time insights. NSPRA, AMA and PRSA are invaluable for best practices and professional development. I also keep an eye on analytics platforms, media monitoring tools, and evolving platform data to understand how audiences are actually behaving, not just what trends say they’re doing. And honestly, some of the best insights come from simply observing how communication is working (or not working) in real time.

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‍What are you listening to while focusing on getting work done?

It depends on the day and the type of work. For deep focus, I usually stick to quiet, something that was a luxury in my days in a newsroom. If I’m doing more routine tasks, I’ll mix in audio books and podcasts, typically focused on communications, leadership, or current events to stay informed while I work.

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What are you most looking forward to in your role with Slide Nine?

I’m really excited about the opportunity to collaborate with a team that values big ideas and strategic thinking. Slide Nine’s approach to storytelling, strategic leadership, and client work is exactly the kind of environment where I can bring both my experience and my curiosity. I am especially looking forward to building strong client partnerships, contributing to meaningful work and being part of a team that pushes each other to think bigger and smarter.