What Alaska Can Teach Us About Public Relations

I just got off an Alaska cruise, my fourth to the region.

As always, there were unforgettable meals, craft cocktails, and so many whales!

Beyond the glaciers and wildlife, I saw parallels between the communities we visited and the work we do every day in public relations.

Take Ketchikan.

It’s not an easy place to get to. There are no highways. Everyone arrives by boat or plane. And with more than 150 inches of rain each year, flexibility and rain jackets are a way of life.

This is not so different from public relations. There is rarely a direct route to the finish line. Story angles often need to shift, and we are nothing if not flexible when the media and our clients need it. We find success by thinking creatively, adapting quickly and finding another path when the obvious one does not exist.

At 4,710 square miles, Sitka is the largest city in the United States by area. Yet while we were there, it never felt massive. Instead, it felt very personal, everyone was friendly and approachable had a lot of pride in their beautiful city.

Organizations should strive for the same balance. As companies grow, communications should become even more human, not more corporate. The strongest brands are the ones that make audiences feel like they are talking to people rather than institutions.

I found one more lesson in Icy Strait Point: nothing there succeeds on its own.

Long before the cruise ships stopped here, this land, Haa Aaní, was home to the Xunaa Káawu, an enduring Tlingit community shaped by the sea, the forest, and one another. The story of Icy Strait Point is the story of Hoonah, a Native culture whose roots stretch deep into this land and remain unbroken. In the early 20th century, a thriving salmon cannery developed, creating a thriving workplace and became the cornerstone of daily life and cultural strength.

Today, tourism, local businesses, cultural experiences, wildlife excursions, and historic preservation all work together to create something visitors remember long after they leave.

That explains public relations folks to a tee! We may lead the storytelling, digital communications, issues management, events and more, but we are often part of a much larger marketing and communications effort. Graphic designers, marketers, executive leadership, community partners, and the media all contribute to the final product. The best campaigns, like the best destinations, are built through collaboration.

Also, who needs advice on visiting Alaska? I’ve got an amazing itinerary I can share!