At BackBay, we’re proud of the talented people who make our firm great. They go above and beyond for our clients, ensuring we provide top-notch financial-services-focused PR, content, and marketing support day in and day out.
To recognize the BackBay members #BuildingBrands behind the scenes, we’ll be shining a light on individuals regularly to give you a glimpse into our team, their unique talents, and what life is like working at BackBay Communications.
Meet Liz Hardy, Account Director on BackBay’s Asset Management Team.
What’s your favorite part about working in Communications?
I love working in Communications because the industry is so broad. I have had the opportunity to create and produce videos, plan events, design websites, and help companies define and implement brands and marketing strategies. Joining BackBay, I was a bit apprehensive about how I might fit in because the term “public relations” seems narrow, but I quickly saw how BackBay’s approach means bringing these all together to build a comprehensive strategy for our clients.
What made you want to join the Communications industry?
I knew that I would do something that involved creativity from a young age – music, art and creative writing were always my favorite subjects. Growing up, I dabbled in piano, flute, voice, and acting. It was clear that none of these would become a viable career (earlier to others than to me), so I chose something that wasn’t as specific. Since my mom worked in graphic design, I had access to a computer and design programs earlier than most – which eventually led to a job laying out a town recreational brochure in college. Without formal design training, I decided communications would be a good bet.
What topics are you currently interested in?
It seems like news today is both more important – and less important – than it’s ever been. Since trends in the news impact our clients’ businesses so much, I’ve been paying more attention – reading newsletters, listening to podcasts and trying to separate the wheat from the chaff. For example, many of our clients have a specific focus on sustainable or impact investing. But even non-specific everyday news – from energy companies’ performance to Amazon’s 1-day delivery to Starbucks introducing strawless lids – will likely mean a need to focus on impact in some way for each and every one of our clients in the years to come.
Describe your time at BackBay in three words.
Learning every day.
What did you want to be when you grew up?
I’m not sure what my first-grade homework would say – it probably changed every week!
What has been your favorite project while working at BackBay?
Brand-building is one of my favorite parts of communications, and helping clients undertake a complete overhaul of their brand identity and website has been a highlight of working at BackBay. From creating surveys aimed at extracting the most important qualities of the business to brainstorming unique, catchy tagline for homepages, I really enjoy seeing what customers and end-users find special about different clients and turning that into a usable business tool.
What do you like to do when you’re not in the office?
Living in the heart of the city for a decade gave me the opportunity to become a complete, if amateur, foodie and restaurant connoisseur. It was also great for going to Sox games, running the Esplanade, and taking advantage of free events like Shakespeare on the Common and waterfront concerts. However, becoming a homeowner has quickly funneled all of my free time and money into decorating and home projects. Luckily, it also comes with a much bigger kitchen to support my baking (and sweets!) habit.
If you could give a piece of advice for new Communications professionals, what would it be?
Keep learning all the time. I’m sure most industries are moving at the speed of light these days, but it’s certainly true with communications. You don’t want to be caught by a client who knows more about a new tactic or strategy than you – so it’s very important to keep up with the newest technology in every area of communications you work in!