Faculty Spotlight: Dr. Natalie Tindall

Dr. Natalie Tindall’s was recognized as the 2024 Institute for Public Relations Pathfinder Award. A recipient of this award represents someone who has a lifetime of meaningful contributions to the field. In an interview following her award, Dr. Tindall discussed insights from her research, her views on strategic communication, and advice for her students. 

Impact on the PR Industry

When Dr. Tindall received the Public Relations Pathfinder Award, she described the recognition of her work as both surreal and deeply gratifying. Her significant contribution to the communications industry has been the introduction of intersectionality as a theoretical perspective in PR and Advertising. Dr. Tindall explained that, until she and her colleagues published research on LGBTQ+ communities, limited work had been done to explore how intersectionality influences public engagement. She emphasized that fandoms are as vital to public relations as other, more commonly recognized groups, noting the importance of participatory culture in PR. 

Inspirations and Approach

Dr. Tindall expressed concern over how intersectionality is frequently treated superficially in communication strategies. She states that intersectionality reflects how our multiple identities—such as age, race, mental health, socioeconomic status, and interests—interact at various points in our lives. Therefore, as PR and advertising professionals, we must consider how these intersections create both advantages and disadvantages for our audience. 

While PR and advertising campaigns may claim to consider intersectional factors, she argues that they often miss the critical examination of social and cultural power dynamics at play. In discussing intersectionality, Dr. Tindall emphasized the complexity of human identities. Understanding how these identities influence public engagement is crucial for PR and advertising practitioners. 

Dr. Tindall advocates for a strategic and intentional approach, encouraging professionals to consider the experiences that shape their audience’s perspectives. She reminds us that it is crucial to ask ourselves about power dynamics and what it means to advertise to people with less power. She further emphasized the importance of viewing individuals holistically rather than through previously set demographic categories. 

Advice for Young Professionals 

For students and young professionals aspiring to work in PR or advertising, Dr. Tindall highlights the importance of public interest communication—using PR and advertising for social good. She encourages students not to be disheartened by the perception that meaningful work is unattainable in advertising or PR, reminding them that strategic communication opportunities exist to create significant impact. She also recommends that young professionals learn entrepreneurial skills and explore alternative business models to expand their career opportunities in the evolving PR landscape. 

Dr. Tindall exemplifies what it means to be a leader of positive change in our industry. She inspires young PR and Advertising professionals to use their knowledge and skills for good, see people for who they are, and explore the unknown. She is not only an academic professional but also a path creator. 

Watch her full interview below or on Youtube directly.