Kubnal Bridge celebrates Stella Waddington's recognition as the 2025 PRSA Chicago Young Professional of the Year. This award honors emerging communicators who demonstrate creativity, leadership, and results-driven contributions to the PR industry. Waddington has spent five years at the agency advancing media relations strategy.
How Does It Feel to Be Recognized?
Waddington expressed feeling honored beyond words by the recognition, describing it as personal validation that she's pursuing her true passion. Professionally, she stated the award motivates her to continue delivering excellent client work while mentoring colleagues.
Was There a Moment Early in Your Career When You Realized PR Was the Right Path?
Waddington credited a mentor who encouraged her to chase "the adrenaline rush" of securing reporter interest. Working across various industries revealed her specialty: retail technology, which she finds energizing daily.
What's Something More PR Pros Should Be Paying Attention to Right Now?
She emphasized non-traditional media consumption patterns. Modern audiences engage via TikTok, YouTube, and influencers alongside traditional journalism. Success requires showing up where your audience is engaging.
How Do You See Communications Evolving in the Broader Business Landscape?
Waddington identified AI as transformative. Strategic communicators must determine how AI supports workflows while identifying potential pitfalls. She advocates leveraging tools like ChatGPT for ideation while maintaining authentic pitch voices, and understanding how the story shows up in AI-powered searches for maximum impact.
How Has Your Approach to Connecting With Reporters Changed?
Early career fear of outreach transformed into casual, authentic communication. She noted that reporters appreciate candid conversations and genuine interest in their work. Learning individual reporter preferences — whether they prefer social media direct messages or email — has become essential practice.
How Is the Next Generation of PR Leaders Changing the Industry?
Young professionals bring adaptability, curiosity, and resistance to complacency. She contrasted early methods — blasting templated pitches to numerous reporters — with today's necessity for thoughtful, personalized and direct engagement as newsrooms shrink and reporter relationships gain importance.
What Advice Do You Have for Early-Career PR Professionals?
Waddington recommended finding inspiring niches and over-communicating passions internally and externally. She encouraged aspiring professionals to ask abundant questions while developing specialized expertise.