Amber Harris (B’02) is a communications professional with more than 14 years experience in media, entertainment and technology, most recently serving as Vice President of Communications and Social Media at Discovery Communications.
Center for Social Impact Communication: Thanks for joining us today, Amber! Can you start off by describing your career path to us?
Amber Harris: After graduation from the McDonough School of Business with degrees in International Business and Marketing in 2002, I entered the media industry as an Executive Assistant at Discovery Communications. I was fortunate over the next 14 years to evolve with the industry and company, as I took on new roles that spanned a range of communications disciplines — from employee engagement and crisis communications to media relations and social strategy.
Most recently I oversaw PR strategy and execution for Discovery’s portfolio of digital enterprises, brands and investments as Vice President of Communications & Social Media. I also was responsible for the company’s corporate social strategy and engagement, having helped establish our in-house social team and expertise years earlier. Over the past two years, I championed and launched new consumer offerings in emerging media spaces, including Discovery VR, Discovery GO and web-native networks, Seeker and SourceFed. I have always enjoyed charting a course into the unknown and, by working on the digital frontlines of a global powerhouse like Discovery, I was fortunate to work with talented colleagues to blaze new trails in exciting areas such as virtual reality.
The Center: Our students are working on master’s degrees in communications, marketing and journalism at Georgetown University. As a fellow Hoya, what is your best piece of advice for them?
AH: I suppose this piece of advice could be applied to your studies, career and beyond: Don’t just embrace change. Do what you can to facilitate and accelerate it! Coming from the intersection of media, entertainment and technology, I have seen companies and individuals thrive by constantly asking “what’s next?” To do this, you have to be comfortable with uncertainty, setbacks and even failure, but I firmly believe that makes you a better professional, leader and person.
The Center: You’re right, that’s applicable for just about any phase of life. You’ve had a lot of accomplishments so far, what career accomplishment are you most proud of and why?
AH: During my last year at Discovery, I had the honor of working with a smart, small and dedicated team to launch Discovery VR, an industry-leading virtual reality offering that attracted millions of consumers, top-tier partners and some of the biggest brands around (and continues to). Discovery VR allowed me to tap into my skills as a PR professional and my love and understanding of technology to develop a long-term strategy to establish a brand and drive value for the company…and who doesn’t love watching someone wow’ed by what you’re introducing?
On a personal and professional level, I also am extremely proud of the numerous CSR and pro bono projects I had a chance to participate in — from developing social toolkits for stakeholders to donating my time and talent to nonprofits. Of note, during Discovery’s second Creating Change initiative, I worked with a colleague to develop a social strategy for a D.C.-based nonprofit that provides programs and services aimed at reducing the impact of HIV/AIDS in the community. As a direct result of our work, the organization received a sizable grant to support their social strategy and outreach. It was rewarding to help them advance their work and to do so thanks to a company that is so committed to giving back.
The Center: Those sound like incredible projects, Amber! What can someone do early in his/her social impact career to secure a position similar to yours?
AH: Join a company or organization you believe in, and raise your hand. If you shine, there is no doubt that colleagues will come to you with new opportunities and projects to grow your career; however, this does not absolve you from being your own advocate and championing the ideas you think are right for you and your company.
The Center: And for those who are specifically interested in working in CSR communications, what skills should they focus on developing?
AH: While I don’t think any of these are exclusive to CSR communications, having passion (but not to the degree of blinding you), being a good partner and thinking creatively are key. You also need to be able to articulate your ideas and vision clearly, understand personal and professional motivations and secure buy-in from stakeholders.
The Center: What is your go-to source to learn about communication trends?
AH: Perhaps its my business school background and resulting love of case studies, but I am always seeking out profiles on companies and leaders — whether an online video interview or a deep-dive book about the rise (or fall) of a company. However, the bulk of my information and insight comes from a list of professionals and publications I follow on Twitter, in addition to old-fashioned networking. When I see an organization having success or doing something that makes me pause, I usually find myself going down an Internet rabbit hole looking for more insight.
The Center: Finally, do you have any suggestions for our students about getting a job at a large company, such as Discovery?
AH: Whether Discovery or another in-demand company, I can’t over-emphasize the value of networking…and well in advance of when you are looking to secure a position. Tap into your contacts to get an introduction — even if the contact is not in your field, and find someone who is open to a call or informational interview. This is the best way to gain deeper insight to an organization and its culture and to ensure you are in the consideration set before a position is even posted.
The Center: Thank you so much, Amber, for sharing these great insights with us!