SalterMitchell PR President Heidi Otway on championing authenticity

From the sixth grade, Heidi Otway knew she would become a professional journalist one day. Growing up with the Miami Herald, she delved into big words, discovering their meanings along the way. As a writer for her school’s newspaper, she inspired her classmates to explore the dictionary through her articles. “I remember that moment,” Otway shared with Ragan. “I learned the power of what it means to be a journalist.”  Her innate curiosity propelled her from a budding writer for the school newspaper to an associate producer, eventually leading her to a successful career in PR and her role as president and partner at SalterMitchell PR.

With decades of experience, the president has experience in media, communications, marketing and audience engagement. Otway has spearheaded public relations initiatives, managed the reputations of leading corporations, and crafted targeted campaigns for diverse stakeholders across Florida. 

Otway also finds time to mentor the younger generation, often reminding them: “PR is not about publicity. It’s not about being an influencer. It’s really about shaping people’s lives.”

My first profession was:

My career started almost right after I graduated. I was one of the youngest members of the Florida Capitol Press Corp. in Tallahassee, Florida, covering the legislature in the governor’s office with big cameras on my shoulder, and doing interviews with policymakers. I didn’t know anything about policy, but I knew I was a reporter and I was having a great time. 

I stay on top of trends by:

I read so much. I follow everything PR Daily and PR Newswire I try to not become an expert (for every industry) but enough to be dangerous for whatever industry cause or issue that we’re working on.  I always try to stay on top of what’s happening. It’s like drinking from a fire hose, but I’m a nerd and I want to know.  I don’t like not knowing, so it’s always my goal to know enough to hold a conversation or I ask for them to tell me more.

One thing that worries me about the future of my profession is:

It’s important for people to believe that you’re genuine, especially with the rise of AI. There are challenges here, as many people see things they don’t trust anymore, even if they appear real. The media landscape has changed significantly, and I remind my clients that when we’re making news, it’s crucial to ensure our message isn’t misrepresented or just to attract clicks or eyeballs.

I like to spend my free time by:

Enjoying football. I’m a fan of the Tampa Bay Buccaneers. I have three amazing kids and a wonderful husband of 34 years. We travel, and we’re having our best life. I also have my first grandchild. Family is everything to me. I am also involved in issues and causes that I believe in so I serve on a lot of boards in Florida and beyond. I just became the Americas regional president for IPREX and that has been fun. I get to be a voice for them in the global network.

A book or song that changed the way I think about my career is:

The song is “Positive” by Erica Campbell. I listen to it every morning on my drive to work. I drive in silence to prepare for the day, and then I put the song on. I sing it at the top of my lungs, and I don’t care who’s watching me. I’ve listened to that song for the last two and a half years, and that’s because I’m leading the firm. Running an agency is not easy. Thankfully, the founder trusts me enough. I take this very seriously, and I love what I do.

One piece of advice I would give other people in my profession is:

I’m big on mentoring young people. I just started a program at Florida A&M University to get more students of color into PR agencies because we don’t have a lot of people of color leading or running agencies. I tell them: ‘Go out and get as much experience as you can. Be a sponge. Don’t be afraid to ask for help. Find a mentor.’ All of those things have gotten me to where I’m at. I have not gotten here by myself. I am a curious person. I ask a lot of questions. I am not afraid to ask for help. I’m not afraid to be vulnerable because I’m human. I know a lot, but I don’t know everything. Don’t be afraid to ask for help.

Isis Simpson-Mersha is a conference producer/ reporter for Ragan. Follow her on LinkedIn.