Staying Agile: Lessons from a PR & Influence Expert

Join Molly Baker, founder of Indie Consulting, and Dana Paolucci , Head of PR and Influence at Dove, as they dive into the world of influencer marketing and PR. They chat about the importance of listening, building genuine relationships and staying flexible in a fast-moving industry. Plus, our guest shares the important person who has had the biggest influence on her career! Tune in for takeaways on intentionality, agility, and  what trends to watch for this year.

Molly Baker (MB): Dana, what’s top of mind professionally for you right now?

Dana Paoluuci (DP): Accountability and integrity are really important to me, both personally and professionally. In marketing, especially, we’re responsible for communicating honestly and representing our brands with integrity. It's essential to hold ourselves accountable for doing the right thing, not just for our company, but also for our clients and stakeholders. I believe this kind of extreme ownership is crucial.

MB: You mentioned emotional intelligence earlier—what makes you really good at it?

DP: It’s not something I like bragging about, but I’ve recently realized how valuable emotional intelligence is in the workplace. In my role, understanding people’s perspectives is vital, whether I’m managing a team, working with clients, or engaging with stakeholders. It’s not about being the same manager for everyone; it's about adapting to the individual’s needs. It helps build trust and ensures productive conversations. Whether in personal or work settings, I strive to understand others’ viewpoints and meet them where they are.

MB: What's been the most pivotal moment in your career?

DP: Reflecting on my career, the early days of the pandemic were incredibly transformative. I was in a unique position—living alone and able to dedicate myself fully to work while many colleagues were juggling family commitments. During this time, I took on new responsibilities and felt immense professional growth. I had a chance to learn rapidly and make significant strides in my career. It was a challenging period for many, but I look back and see how much I gained from focusing on my work and personal growth during those years.

MB: Speaking of growth, let's shift to brand trust. How do you think about building that relationship with customers at scale?

DP: Building brand trust today is all about staying true to what your brand stands for. At Dove, which is a heritage brand, it's crucial to stay aligned with our core values while adapting to what customers need. We have to constantly listen to our audience, understanding their changing perspectives and engaging with them authentically. That means knowing when to participate in trends and when to hold back. It’s easy to get caught up in every cultural moment, but we have to ask ourselves: "Does this resonate with our audience?" If it doesn't, we hold back. Trust is built on consistency, authenticity, and a real understanding of your community.

MB: You’ve mentioned that understanding your audience is key. How do you keep track of these shifts, especially with younger generations like Gen Z?

DP: It’s essential to really engage with your audience, not just assume you know what they want. When brands try to reach Gen Z, they can't just say, "We want to be Gen Z’s favorite brand." They need to truly listen and engage with them. We’ve got to go beyond the surface and understand their values, needs, and how they’re using our products. It’s about being involved in their conversations and ensuring that the content and products we create resonate with them on a deeper level. Focus groups and direct feedback from the community are invaluable here. You can’t simply predict what will work—you need the real voices at the table.

MB: You've had some incredible mentors along the way. What professional relationships have made the biggest impact on you?

DP: Honestly, my mom has had the biggest influence on me professionally. She worked in a male-dominated field and had to navigate a lot to succeed. What stands out to me is her ability to maintain a sense of grace and intelligence, even in a tough environment. She taught me the importance of balancing work and self-care, which is something I carry with me today. She would always make time for her weekly nail appointment, which became a symbol for me of grounding and self-care, no matter how busy things got. Her strength and resilience are qualities I try to embody every day.

MB: So, what led you to your current role at Dove, and how has the PR landscape evolved over the years?

DP: I started my career in PR with a traditional agency, Edelman, which gave me exposure to a range of brands. But I’ve always been very focused on Dove, having grown up using the brand. This gave me a unique opportunity to become deeply involved with it. Moving in-house with Dove felt like a natural progression. It’s a different world from agency life, but I felt prepared because I already knew the brand. One of the biggest challenges moving from agency to client side is realizing that the day-to-day for brand teams is much more complex than what we see from the outside. Understanding internal processes and politics was a big learning curve. But it’s also what’s made me better at my job today.

MB: As PR continues to evolve, how do you stay on top of trends?

DP: I’m chronically online—I spend an hour every day on social media platforms like Instagram and TikTok to stay connected to trends. It's crucial to understand the language people are using, the way they're engaging with content, and how those trends may—or may not—align with Dove’s brand. Social listening is now an essential part of PR. We no longer rely solely on focus groups; we track how people talk about our products online and how they're using them in unexpected ways. For example, we learned that women were using our deodorants for more than just underarms, like applying them between their thighs. These kinds of insights come from being deeply involved in social platforms.

MB: With social media constantly shifting, how do you keep up with it all?

DP: It’s all about staying engaged and being a consumer yourself. Understanding the nuances of each platform and participating in different online communities helps us connect with audiences in authentic ways. My team and I stay on top of what’s trending, but we also ensure that our involvement is thoughtful. We can’t just chase trends for the sake of it; we need to make sure our participation feels organic. It’s about finding that balance between being current and staying true to our brand’s values. And when you’re not sure, it’s always valuable to rely on others who might be more plugged into specific subcultures—like Gen Z’s "BookTok."

MB: It sounds like you’re constantly adapting. What’s the biggest takeaway from your journey in PR?

DP: The biggest takeaway is to be always learning, whether it’s from the people around you, the customers you serve, or the platforms you engage with. The pace at which PR and marketing evolve today is unprecedented, and staying static isn’t an option. You have to be flexible and open to new ideas, and most importantly, listen. Listening to your audience and understanding what they truly care about is the key to staying relevant.

MB: Social media trends, especially TikTok, are ever-present. What are your thoughts on these trends?

DP: There's one particular trend that’s hilarious to me—people dropping random objects on their feet and rating the pain. It’s crazy but funny. While we wouldn’t drop a bodyweight box on our foot, it's definitely a reminder that humor is a big part of the culture today.

MB: Speaking of TikTok, it’s safe to say social media is impacting PR in a major way. How do you view the role of PR versus influencer relationships now?

DP: It’s a lot to keep up with, but building strong, authentic relationships is key. I don’t need 5,000 connections, but I focus on nurturing meaningful ones. Whether it’s media, influencers, or colleagues, it’s about authenticity over superficiality. Relationships take time, and understanding what people are going through—especially editors with tight deadlines—makes a huge difference. These days, PR and social are blending, and we’ve got to be intentional. It’s no longer just about mass outreach; it’s about deeply understanding your audience and creating personalized, thoughtful connections.

MB: You mentioned intentionality. How does this apply when working with both media and influencers?

DP: Great question. It’s all about creating win-win situations. You can’t just think about what’s good for you; you’ve got to consider what’s beneficial for everyone involved. For media, help them do their job—offer them the right angles, experts, or perspectives. Don’t just pitch for the sake of it. With influencers, the same principle applies. Understand their audience, values, and personal interests to align your pitch in a way that resonates with them. It’s more than just a transaction; it’s about mutual benefit and building trust.

MB: That makes so much sense. Now, let’s talk about the intersection of PR and social. How do you see that relationship evolving, especially in the beauty space?

DP: PR and social media are becoming almost indistinguishable, especially with Gen Z turning to social platforms for news. If you’re not measuring social conversation alongside traditional PR benchmarks, you’re missing out. The landscape is fast-paced—PR campaigns now require constant flexibility and the ability to pivot quickly based on trends or global events. Being agile is critical; you have to stay on top of what’s happening and adjust your strategies in real-time.

MB: It’s clear that adaptability is key. On a more personal note, what’s been the most rewarding part of your work?

DP: There are two major aspects. First, working with a brand like Dove, which genuinely cares about people, is incredibly fulfilling. From the Dove Self-Esteem Project, which has reached over 14 million girls, to the positive experiences people share with Dove products—it’s powerful. Second, seeing ideas come to life and reaching people in the world is such a rewarding experience. Whether it’s through a campaign or product, knowing that something I helped create resonates with others is what makes all the hard work worth it.

MB: That’s amazing. What about advice that’s shaped your career?

DP: It wasn’t exactly advice, but a prompt from my manager during my first review. She asked, “How open and receptive are you to failure?” At the time, I was completely against the idea of failure. But it made me realize that being afraid to fail kept me from pushing boundaries or suggesting crazy ideas. After that conversation, I started thinking bigger. I realized, what’s the worst that can happen? A no? If you don’t ask, you’ll never know.

MB: That’s such a game-changer. Have you ever imagined yourself in this role when you were younger?

DP: Not exactly. I always thought I’d work in entertainment or music. I couldn’t have imagined working with Dove. But now that I’m in the beauty space, I feel incredibly fortunate. It’s a dream job for me, and I do think it’s been a perfect fit.

MB: What did you study in school?

DP: I studied English, film and media studies, and theater. A lot of people in marketing come from theater backgrounds, and I think it really helps with presentation and storytelling skills. The ability to tell a compelling story is essential in this field.

MB: Speaking of storytelling, what’s your favorite quote?

DP: My favorite quote is from the play No Exit—“Hell is other people.” It’s one of those lines that hits deep, but I don’t want to sound too negative. It’s a powerful reflection on human nature, though.

MB: Let’s wrap up with a few thoughts on trends. What trends do you see happening in 2025?

DP: The side part is definitely back—did it ever really leave? Personally, I’ve never given up on it, but I’ve seen so many people who just can’t pull off the middle part. On a larger scale, transparency is something I hope becomes a trend. People are more aware than ever of what’s real, and that extends to beauty. If you’ve had cosmetic work done, own it! It’s time for a shift toward honesty in how we present ourselves and our products.

MB: I love that take on transparency. What about other beauty trends?

DP: The 80s aesthetic is making a comeback—big curls, textured hair, even bangs. And for beauty, there’s a focus on taking care of your body skin, not just your face. People are treating their body skin with the same care as their facial skincare, and I think that’s a fantastic trend. As for specific hairstyles, the jellyfish haircut... not my favorite. It’s not very versatile, but I know some people love it. It’s just not for everyone.

MB: Definitely some bold predictions there. We’ll be watching to see how things unfold in 2025. Thanks for joining us today!

Find Dana Paolucci on LinkedIn and Instagram.

As for us, follow @namedrop.pod on Instagram & LinkedIn and@molbakes on Instagram for all future episodes and insights.