FTI Spotlight Series: Lauren Unger

The past two years have seen a lot of global changes, including a pandemic, what has changed in the communications landscape as a result, in your opinion?

The past two years have been undeniably difficult, and the pandemic is just one (significant) example of how lives have drastically changed. During this time, many people craved connection and community. Social media certainly played a significant role in filling that need, with millions of people using their social networks at rates that we hadn’t seen before. While that social media use has since mildly evened out, social media has been identified as one of the most impactful ways for companies to communicate with key audiences. Clients are now increasingly building integrated communications plans that include digital channels.

The format of content has also evolved. We’ve seen an uptick in video content, with a focus on features such as Instagram Reels or platforms like TikTok. As with most content, authenticity is key to ultimately creating that connection and community I mentioned earlier. With TikTok exploding onto the scene, we’re also seeing more content with a lower production quality yet delivering high returns.

Lastly, the past few years have also served as a stark reminder to tailor communications to the moment. Communications plans, especially those which include pre-programmed content and announcements, need to remain agile so as to avoid speaking at inopportune moments. Understanding key audience’s pain points, experiences and needs is key in making the decision about what to share and when.

Can you describe the ways in which you hope to implement digital strategies for clients?

We support clients through many of their most significant and business-critical moments, from M&A announcements to crises, and all of those different moments are opportunities for us to layer in digital in a way that is integrated and genuine. The digital space is rich with opportunities, and I look forward to exploring them for our clients in ways that will ultimately drive progress towards clients’ business goals.

What piece of advice can you give companies or brands who are beginning to consider using digital strategies to reach their stakeholders?

I think digital is best implemented when we have a clear understanding of the audiences our clients want to reach and their overall objectives. I always suggest that clients who want to get more serious about digital should dig deep on those two items. If we have that foundation, we’ll be able to make better decisions about what data we still need, and what strategy to employ.

If that initial analysis feels tricky, call me and let’s talk about it together!

What advice would you give young career professionals just starting out in this business?

There are two pieces of advice that I got when I was first starting my career that served me well.

The first was to always bring solutions rather than problems. Anytime you might be hitting a roadblock, try to think of a solution before bringing the issue to a manager. This will show your proactivity, critical thinking and team spirit.

The other piece of advice is to leave your comfort zone. That doesn’t mean to take extreme, unwarranted risks, but it does mean taking smart risks that are going to help you fail fast and ultimately learn fast because, at the end of the day, at every single level, that’s what we need to do.

There can be so much reward in taking smart risks, putting yourself out there and saying yes to hard projects, but I know it can feel scary. It was terrifying for me and something I really struggled with initially, and that’s exactly why I think it’s important to share the advice! I promise that the learning will make it so worth it in the end.

Now that you’re at FTI, what do you hope to learn and accomplish here that you haven’t yet in your career?

My background is in business development and truly integrated communications. I’m excited to take a deeper dive into all that is digital by strengthening our digital offering in the Paris office, putting a strong team in place and working with clients. This unique challenge motivates me.

Fantastic. And finally, what is the last book you’ve read or show that you’ve streamed that you’ve really enjoyed?

I can share one of each!

The latest book I read was “The First 90 Days; Proven Strategies for Getting Up to Speed Faster and Smarter” by Michael D. Watkins, which was recommended to me by several people prior to starting here. It’s provided a useful structure as I think through my roadmap at FTI.

On the streaming side, I’ve really enjoyed watching the latest season of Stranger Things. I’m on episode three, so no spoilers!

Anything else you want our readers to know?

Well, I’m only a few weeks into this new role at FTI and still in the process of understanding what makes this company as great as it is. So far, I’m overwhelmingly impressed with the people I’ve met, the welcoming I’ve had, and the work that this company has already done. I’m looking forward to rolling up my sleeves and working with everyone soon.