From The Rock

Getting creative with Christina

By | August 09, 2021

If you’re ever in need of a laugh, an excellent cocktail recommendation, random expert knowledge on classical music repertoire or someone to geek out about the arts with – Christina’s your gal! We’ve been rocking and rolling since she joined Obsidian in 2017, and we’re so glad to have someone with her unique expertise, positive attitude and savvy street smarts on our team. Find out what she’s been up to this past year below.

It’s been about five years since you joined the Obsidian team. What’s been your favorite part of your job?

My favorite part about Obsidian is the fact that no two days are ever the same. I have an eclectic mix of client types, all with varying needs, so things stay interesting when I’m bouncing between different tasks. And because my clients are all so different, I feel like I’ve gained so much knowledge across a range of topics. We can have an in-depth conversation about civil engineering and then seamlessly pivot to stock market volatility.

Headphones in. What are you listening to? 

Since winter, I’ve had Olivia Rodrigo on rotation about 90% of the time. When I need to mix things up, I usually browse through random Spotify playlists for inspiration. Angsty Gen Z pop has been my jam lately. Sorry, not sorry.

People might not know this about you, but you have a degree in music. How do you think this helps shape your work with arts clients? 

A big part of connecting with our clients and helping them succeed is fully understanding the nature of their businesses and the people they serve. I think my music background has helped me see art through a different lens and connect a piece to different types of people. I can talk about Rachmaninoff all day to musicians or someone who’s been going to the symphony for decades, but I also know how to find a way to relate it to those who may not be as knowledgeable in classical music. 

It’s been a long year (and then some… ), but with things around the city popping back up, how do you stay entertained on the weekends? 

Probably like most people, I have become more of a homebody. I usually spend at least one weekend evening cooking and experimenting with a new meal. But when I need to get out of the house, you’ll probably find me hopping between restaurants and bars along South Main. 

How do you usually prep for big client meetings? 

Wait, do other people prep before meetings? Just kidding! If a client is newer, I’ll do as much research as I can about their organization, competitors and other topics related to their industry to make sure I fully understand who they are and what their mission is. With my long-term clients, we’re usually catching up, so I typically compile a list of questions that are easier to talk out loud about versus in an email. The conversation grows from there, and we naturally find ourselves exploring new ideas and goals together.

We all love a good turn-up after a long week; what’s your go-to cocktail when you hit the town? 

In the winter months, I love a glass of good bourbon on the rocks. During the summer, a Grey Goose martini with a twist is the perfect remedy to a long week. 

What is one piece of advice you would share with a prospective client before delving into a new relationship with a PR firm? 

It’s good to have a strong idea on what you consider a “PR success,” but those goals typically won’t be achieved overnight. PR is a marathon, not a sprint.

If you could recommend one show or movie series to binge ASAP, what would it be? 

Ted Lasso. It’s been the perfect antidote for a dark year.