PRSA Phoenix Member Spotlight: Danielle Fanning, Director of PR at Aker Ink
Posted on Feb. 9, 2025 / Member Highlights / Subscribe 0
We love celebrating big career moves, and today, we’re shining a spotlight on Danielle Fanning, who was recently promoted to Director of PR at Aker Ink.
Danielle’s journey from journalism to PR has shaped the way she approaches media relations, strategy, and leadership. Now, as she steps into this new role, she’s focused on growing her team, driving results and adapting to PR trends.
In this Q&A, she shares what this promotion means to her, the goals she’s setting for the future, and her advice for PR pros looking to level up in their careers.
What does stepping into the role of Director of PR at Aker Ink mean to you personally and professionally?
This is a huge milestone for me. I’ve been working toward leadership and mentorship opportunities for a long time, so stepping into this role feels both exciting and well-earned. I’m incredibly proud of our award-winning PR team at Aker Ink — we have some of the best professionals in the industry, and it’s an honor to support and grow alongside them. We also have amazing clients who trust us with their brands, and I’m looking forward to continuing to deliver creative, strategic and measurable results.
As you take on this leadership position, what are some of the key goals you've set for yourself and your team?
One of my main goals is to continue expanding our portfolio of B2B clients while diving deeper into specialized industries. I also want to continue strengthening the ties between our PR and marketing professionals — there is so much opportunity to integrate media relations with content and digital strategy to create even bigger wins for our clients. Another focus: refining our data-driven approach to storytelling. It’s no secret that PR measurement can be squishy, with new opportunities to showcase the value of our work emerging rapidly. An evolving measurement approach will be essential to communicating how PR ultimately delivers return on investment.
What trends or challenges do you foresee shaping the PR industry, and how do you think professionals should prepare?
Crisis communications will only become more critical, and PR pros need to be prepared to act quickly and strategically. Traditional media relations placements remain valuable — but pros will increasingly need to think outside the box to help clients meet their business objectives with other tactics, for example through owned content. Another big one is internal communications. Companies are realizing that how they engage employees is just as important as how they engage the public, and PR must play a big role in shaping that messaging.
What shifts in client expectations or media relations do you predict will have the biggest influence in PR in 2025?
Media relations will continue to get tougher — newsrooms are shrinking, and journalists are stretched thinner than ever. As a former journalist myself, PR pros need to be more thoughtful and customized in their pitching approach, bringing real value to the table with proprietary data, well-trained spokespeople and high-quality contributed content. Clients are also expecting more transparency and measurable ROI from PR, which means we have to be smart about tracking results and proving impact beyond media hits. A homerun national placement is no substitute for a feature in a smaller publication with higher target audience saturation.
What advice would you give other PR professionals aspiring to take on leadership roles in the industry?
Leadership is not a title — more often than not, it’s about elevating those around you. Aspiring PR leaders should consider what it will take to help the next generation of professionals succeed, which requires understanding different work styles, providing individualized support and adapting your management approach. Strong leadership also requires strategic thinking, staying ahead of industry trends and continuously honing your communication and business skills. Seek out opportunities to take initiative, solve problems and lead projects — even before you have a formal leadership title.
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