Welcome to Inside the Industry, a new member feature series from the PRSA Entertainment & Sports Section highlighting the professionals, perspectives and personalities that make up our community. Whether you work directly in sports and entertainment communications or simply share an interest in the community, this series aims to strengthen relationships, expand professional networks and celebrate the people behind the stories, events, brands and experiences that bring audiences together.
This week, we're highlighting @Andrea A. Higgins, Programming Co-Chair on the PRSA Entertainment & Sports Section Executive Committee.
What’s one sports or entertainment PR moment, campaign, or crisis you still think about today, and why?
Technically, this is more than one moment, but I constantly think about the way Beyoncé and her team have disrupted and rewritten the playbook for music PR campaigns. For example, in 2013, with zero announcements, teasers, or pre-release press, she dropped her project BEYONCÉ on iTunes at midnight on a Friday. The surprise release not only generated massive social buzz throughout the weekend, but also helped shift the music industry’s release day from Tuesdays to Fridays.
Since then, her strategies have only become more creative and unconventional. In 2016, she released Lemonade as a multi-channel experience that included a visual album airing on HBO and drove premium subscriptions to TIDAL to access the album. Most recently, she chose not to release music videos for her 2022 album Renaissance, which went against industry norms. Instead, she focused on the auditory experience before eventually releasing the accompanying concert film in theaters.
For her recent album, Cowboy Carter, she launched the campaign with a Verizon Super Bowl commercial that ended with her saying, “Okay, they ready. Drop the new music,” before instantly releasing two country singles without prior warning. It completely disrupted the traditional media cycle and dominated the news for weeks. I’m really excited to see what she has in store for Act III.
What’s the best piece of career advice you’ve received in sports / entertainment communications?
The best career advice I received was from Shawn Sachs when I was a PR assistant. He told me to “stay curious.” Because of that advice, I’ve explored several areas of PR beyond entertainment, including nonprofit, art, food, fashion, beauty, gaming, and more, which has helped me become a well-rounded practitioner.
Remaining curious has also allowed me to stay receptive to the many changes and disruptions that have happened since I started my career, from executing digital PR campaigns and navigating virtual events during COVID to now finding ways to work in tandem with AI.
What’s one trend in sports or entertainment communications you’re most excited about right now?
I’m a nerd for nostalgic things, so I’m really excited about the cultural shift toward all things analog, including vinyl records, DVDs (I’ve actually been collecting DVDs of my favorite movies and shows because it makes more sense than purchasing or renting them across multiple streaming apps), film photography (I love shooting with my Canon AE-1 in my free time), board games, puzzles, crafting, and physical books. Even flip phones and landlines are making a comeback.
It’s been really interesting to see the entertainment industry embrace this shift by launching exclusive vinyl releases, cassettes, custom record players, and zines.
What’s one app, tool, or daily habit you can’t live without professionally?
I cannot live without my Brick. It’s a device that blocks apps on your phone, and the only way to unblock them is by physically tapping your phone against the device. I typically leave my Brick in another room on the opposite side of my apartment from my home office.
Since I can’t completely disconnect from social media because it’s necessary for work, it forces me to be more mindful and intentional about how I use it. As a result, I’m far more productive, I have a longer attention span, and I experience less brain fog.
What are you currently watching, listening to, or following obsessively outside of work?
My music playlist is currently going through a British invasion. I’ve been listening to Lianne La Havas, Corinne Bailey Rae, Olivia Dean, RAYE, Sienna Spiro, FLO, Cleo Sol, Adele, Amy Winehouse, and more.
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Interested in getting more involved with the PRSA Entertainment & Sports Section or connecting with fellow industry professionals?
Reach out to Membership Chair Kelly Ross at Kelly.Ross@Pirates.com to learn more.
Already a PRSA member and interested in joining the Entertainment & Sports Section?
Contact PRSA Member Services at membership@prsa.org or (212) 460-1400.