The team at Walker Sands and I are thrilled to celebrate our very own Stella Waddington, who was recently recognized as the 2025 PRSA Chicago Young Professional of the Year.
This award honors rising stars who are making a lasting impact on the PR and communications industry through their creativity, leadership and results-driven work.
Stella has set a high bar over her five years at the agency, so I was thrilled to nominate her for this award and highlight the many ways she’s driving our media relations strategy forward at Walker Sands.
I sat down with Stella to talk about what this recognition means to her, how she’s seen the PR landscape evolve and what excites her most about the future of media relations.
First things, first: How does it feel to be recognized as PRSA Chicago’s Young Professional of the Year?
I am honored beyond words to be recognized by PRSA Chicago. Personally, it’s a wonderful reinforcement that I am exactly where I need to be, and that my passion doesn’t go unnoticed. Professionally, it motivates me to continue doing great work on behalf of my clients and to teach and mentor my peers along the way.
Looking back, was there a moment early in your career when you realized PR was the right path for you?
Any media relations professional knows the feeling of securing reporter interest is unmatched.
Early in my career, a mentor encouraged me to pursue the “Media Expert” career path at Walker Sands if that adrenaline rush was something I wanted to keep chasing. I have her to thank for pointing me in that direction.
I also realized my passion through the chance to work with clients across industries. That exposure helped me identify retail tech as a specialty that excites me every single day.
You’ve accomplished so much during your time at Walker Sands. Is there a project or campaign that stands out as a favorite?
Our recent non-traditional media panel has been a highlight of my career. Moderating an external discussion for the first time, especially alongside some of the brightest minds in independent journalism, was an incredibly rewarding experience.
Speaking of career highlights, any media placements you’re especially proud of?
Honestly, it changes every month, they’re all favorites in their own way. But I’ll let recency bias win this round and spotlight a standout feature in Ron Miller’s FastForward on Globant’s work with the LA Clippers’ Intuit Dome.
The interviews behind that piece were some of my all-time favorites, and Ron’s thoughtful questions made the whole process even more memorable.The industry is constantly shifting. What’s something you think more PR pros should be paying attention to right now?
Non-traditional media! The way people are consuming news is changing. We scroll on TikTok, watch YouTube videos and listen to influencers just as much as we read stories from respected traditional journalists. Striking a balance and showing up where your audience is engaging is the key to PR success.
Beyond today’s trends, how do you see the role of communications evolving in the bigger business landscape?
AI is at the forefront of everything we do. That wasn’t the case even three years ago. It’s up to strategic communications professionals to figure out how it can support our daily workflows, and where it can hurt them, too.
In pitching, that means leveraging tools like ChatGPT to surface ideas without having the technology write the email for you. When that pitch lands, we also need to know how the story shows up in AI-powered searches to achieve ultimate PR impact.
A huge part of your role is building relationships. How has your approach to connecting with reporters changed over the years?
Well, for starters, I’m no longer scared to reach out to them. The biggest shift I’ve felt was when I realized I could email them just as I would if I were texting a friend.
Reporters appreciate candid conversations that don’t feel like a business transaction. They also appreciate when we show genuine interest in their work. Bonus points if you take the time to share that work with others, whether it’s via LinkedIn or with colleagues.
Speaking of LinkedIn, I’ve learned a lot about reporter preferences over the years, too. Some reporters like to be DMed on social media, others want a quick email. Figure it out and remember it for next time.
If you could grab coffee with any reporter tomorrow, who would it be?
I spent a lot of time thinking about this answer because secretly, I hope they see this.
After previously collaborating with and pitching Belle Lin at The Wall Street Journal countless times, I’d love to finally meet face to face and hear how her stories get made.
Since staying on top of the news is part of the job, what are your go-to outlets or routines for keeping up?
I have what I like to call a “media relations morning routine” which consists of sifting through Techmeme and the Industry Dive “what we’re reading” sections that pertain to my clients.
I’ve recently added Substack to this routine and also spend time catching up on my favorite independent newsletters. I personally love WWD’s The Essentialist newsletter.
No one’s career is shaped alone. Who has influenced you the most on your journey so far?
Something very special about Walker Sands is that employees stick around.
I’m lucky to work with people today who were some of the first smiling faces I saw in the office when I started my internship in 2019.
Every person at this company has influenced my career journey in one way or another.
You were recognized specifically as a young professional making an impact. In what ways do you think the next generation of PR leaders is changing the industry?
We’re adaptable, we stay curious and we never get too comfortable with “what has always worked.”
Early in my PR career, I could blast a data report to 100+ reporters with a templated pitch and land coverage. No follow-up or customization needed. Today, as newsrooms continue to shrink and the value of building strong reporter relationships grows, each engagement has to be thoughtful, personalized and direct.
Without younger professionals in the field who are willing to test different approaches, identify new tools to support the changing media landscape and communicate all of this to clients, our industry would be stagnant.
What advice would you give early-career PR professionals hoping to stand out?
Find what inspires you and build a niche for yourself doing just that.
For me, it’s non-traditional media and retail tech. Once you figure this out, over-communicate your passions and interests within your organization and externally.
And always ask lots of questions!
When you’re not pitching or moderating panels, how do you like to recharge and find creative inspiration?
I love to move my body whenever I can. Whether it’s pilates, yoga or walking my dog Buck.
I recently took advantage of the generous two-week sabbatical Walker Sands provides to employees who have been with the company for 5 years and completed a 50-hour yoga sculpt training. I love to teach my colleagues and now I get to teach others through the power of yoga.
Sometimes my best PR ideas come to me while I’m exercising. My phone’s notes app has become a scratch pad of pitches.
Looking Ahead
Stella’s recognition as PRSA Chicago’s Young Professional of the Year highlights not just her personal achievements, but also the ways younger leaders are driving the future of PR — balancing traditional and non-traditional media, embracing AI thoughtfully and building authentic relationships.
Congratulations, Stella, on this well-deserved honor!
