The Pubic Relations Society of America, or PRSA, is a highly respected organization within the field of communications. It has members and branches all over the country and touts a roster of impressive professionals within the fields of marketing, public relations, advertising, and more. Recently, our founder Rena Lewis was reached out to by the PRSA Charlotte branch for their Member Spotlight segment in their publication, The Lead. She was chosen for this honor not only due to her active participation in multiple branches of the PRSA over the years, but also because of her wealth of experience and her entrepreneurship. As part of this recognition, PRSA Charlotte had an interview with Rena in which they explored her background in communications and her day to day at Signature Intentions. We have transcribed that interview here to share Rena’s insights and passion for communicating.

PRSA Charlotte Member Spotlight
Rena Lewis APR, Founder & Chief Strategy Advisor, Signature Intentions, LLC

Rena Lewis is a global communications, marketing and branding executive with over 20 years of experience in the enterprise technology, higher education, financial services and human capital management industries.

Her collective work experience, capabilities and entrepreneurial spirit led her to start her own business, helping companies successfully define and communicate the unique value of their organization and offerings to all intended audiences.

As a member of PRSA since 2002, Lewis served as an annual judge for PRSA-NY Big Apple and PRSA-NJ Pyramid Awards for six years. Born and raised in Georgia, then moving to New York and New Jersey, she made Charlotte her home in 2016, and in 2017 became a member of PRSA-Charlotte through which she recently earned her APR.

Lewis has a bachelor’s degree in marketing with a focus on international business from Iona College in New Rochelle, NY, and completed a 2-year executive leadership program at the International Institute for Management Development in Lausanne, Switzerland.
Find out more about Rena:

When did you start working in communications?
My passion for the work that we do has always been a part of my purpose in some form or another. I was professionally raised as a global direct marketer. My skillset, cultural literacy and roles expanded with the inclusion and privilege of leading exceptionally talented corporate communications teams in 2001.The fundamental principle of having conversations and experiences that lead to deeper understanding and connection measured by results, outcomes and impact for both functions still remains. What’s different today is that we have all these exciting and ever-evolving new digital tools, platforms and technology that enable us to plan, engage and measure a lot smarter, quicker and better.

What’s your current role and what does a “typical” day look like for you?
I love a good quote. The one that inspired me to name my business is Wayne Dyer’s “Our intention becomes our reality,” which I paired with the uniqueness of a signature.

As Chief Strategy Advisor during this tumultuous year when the global effects of the COVID-19 pandemic, protests against systemic racism and economic threats prevail, I spend most days navigating my way through a plethora of intention-based activities to help organizations better define, internalize and lean into their purpose, vision, mission and values. This becomes our North Star which defines, guides and unifies all judgement, decisions and actions down a common roadway.

We then move forward to authentically create or modify messaging and content assets for: DE&I initiatives, brand/reputation/crisis management, internal communications, marketing campaigns, sales enablement playbooks, product development and media outreach. All of which are narrated with compassion, empathy and intention at the forefront, and a unified messaging architecture across all organizational areas.

What is your favorite part of PR/marketing/communications?
In my experience, every organization has a unique culture with its own specific needs, issues and opportunities where our work can have a significant impact. I enjoy the challenge, collaboration and insights-driven process of figuring out the best path forward based on this uniqueness. There are no cookie-cutter solutions. The iterative process of optimizing intentionally selected components – where each one contributes to and benefits from the other – to achieve an overarching integrated marketing and communications strategy that is measurably aligned with a business strategy is my professional nirvana.

Why are you a member of PRSA?
My ideal state of being, both personally and professionally, is learning while contributing. As a member of the PRSA community I get to tap into the helpful educational resources, events and wisdom of fellow communicators to ensure that I’m bringing contemporary best practices and quality standards to my work for employers, clients and colleagues who rely on my expertise and experience.

Is there anything about you that would surprise people?
I shoot a surprisingly good game of pool, with a particular knack for making those seemingly impossible shots that require putting “good english” on the ball. I don’t always hit the ball perfectly into the pocket, but more often than not, my intention becomes my reality!