Storytelling in PR: Katherine Barna’s Journey to Leadership
In today’s fast-paced tech world, trends shift daily, which means navigating the industry can be challenging. That’s why tech brands have to be able to tell a story behind an invention, so they can connect with the audience on a personal level. Katherine Barna stands out as the head of public relations for Waymo, a self-driving ride-hailing service. Barna’s storytelling behind Waymo connects the innovative technology with human experience.
Barna, who has over two decades of experience in shaping brand narratives, is on the latest episode of our WomenHeard Changemakers podcast. There, she discusses her journey from theater performance to PR, coworker relationships, and advice for transitional work periods. Here’s a sneak peak of what you’ll hear in this episode.
A Non-Traditional Route to PR
Barna’s journey into the world of PR is both unconventional and inspiring. In college, she studied both theater performance and anthropology, sure that she would undertake a career that involved storytelling. (She wasn’t wrong, but things turned out a little differently than she expected!) After graduation, she ended up getting a job in PR, where she discovered her interest in the field. From there, she worked multiple traditional PR jobs and then transitioned into more creative and innovative fields, where she learned what she loved and didn’t love. She eventually ended up leading public relations at Waymo, where she’s able to be creative and shape narratives while also learning about innovative and groundbreaking technology.
Building Empathetic Work Relationships
We all know that most success is dependent on cohesive teamwork. Cultivating empathetic and collaborative relationships among coworkers not only enhances productivity but also creates a healthy and supportive work environment. “We are all people,” Barna says, discussing how she’s intentionally vulnerable and honest with her team so that others realize they can do the same. In her leadership role, Katherine emphasizes the importance of making sure colleagues feel valued and understood. As she puts it: “You don’t want to be building that trust [with your colleagues] when you’re in a difficult situation. That trust should be already baked in.”
Advice for Working Women
Barna offers plenty of advice throughout this episode to women in PR (or any business!). Drawing from her own experiences, she encourages women to trust their instincts, embrace challenges, and prioritize boundaries and self-care. “Balance is important,” she says. “Sometimes you need to have something pleasurable to just give yourself a laugh or think about something completely different.”
For women looking to get into PR, Barna advises taking an improv class—that way, there’s no conversation you could have that would “knock you off your feet.” And of course, she suggests fostering a genuine connection with colleagues while being an exemplary leader. “Whatever I do, I need to also model for everyone that this is okay and this is how you should build balance and boundaries.”
Thank you to Katherine Barna for joining us! For the full interview, listen to NYWICI’s WomenHeard podcast.
Written by Kadija Abdoulaye
