Interview with Team-BETTERTRUST: Laura Petschenig

Hello Laura, how did you get into the communications industry?

I originally come from the world of marketing and e-commerce, a field I fell into just as accidentally as I did with the communications industry. In brand management, I worked with PR agencies on the client side and was fascinated by so many aspects of it—the many opportunities, the colorful events, the high level of creativity—in short, the excitement and the variety. Still, I wanted to try my hand at the other side of things, and I have to say that what I’m doing now suits me even better.

What 3 adjectives would you associate with BETTERTRUST?

Flexible. Creative. Detail-oriented.

What do you do when you’re not supporting clients?

The rest of my work! As a social media and project manager, I’m only sporadically in direct contact with clients, compared to my colleagues in the PR teams. And when I finally do punch out for the day, it’s time to get some fresh air, put my headphones in and just relax. Or explore Berlin, depending on my mood of the moment.

What makes working at BETTERTRUST special?

Without a doubt: THE TEAM

From day one, I was welcomed with open arms into a wild and warm bunch and immediately felt like a full-fledged part of the team. My work relies heavily on communication with my colleagues, and I’m glad no one is reluctant to throw themselves into the turbulent world of event and social media with me.

What is the most important thing you’ve learned in your work?

Clear communication! Hahaha—this is lifeblood of our industry, the one thing it absolutely requires.

Seriously, without the hated Excel spreadsheet, tools, clear discussions and briefings, you’re essentially lost in project management. You learn something new virtually without fail every day. No process is ever really completely optimized, so there’s always room for improvement. But that’s exactly what makes it so exciting: I keep learning, improving myself and my work—I say, bring it on!

What was a surprising situation professionally?

Every time I’m in a customer meeting, I listen to my PR colleagues’ adept use of rhetoric with rapt attention. The first few times, I was really surprised by how differently they speak in everyday life as opposed to in customer situations, and I applaud such skill. Definitely something I want to learn here! After all, I have the experts at my side.

What role does academic knowledge play compared to practical knowledge?

Practice for the win—for me, that’s clear.

When I was working during my studies, what I learned “in the field,” so to speak, always made my studies easier and stepped up my performance at university. In contrast, there were fewer practical applications for what I learned in theory during my studies.

I like the challenge of teaching myself things and, first and foremost, having to apply what I’ve learned. Video editing, event planning, social media and more—these are areas I have a feel for and approach primarily in an intuitive way. Hearing or reading more about what I’ve learned afterwards, on the other hand, gives me the deeper background knowledge I need to make sure it really works smoothly. Still, I think hands-on is always the most important first step for me.

How do you make the world a better place?

Just give a smile. To strangers on the street, family, friends or colleagues—even when you don’t feel like it. Sometimes it’s exactly this smile that both sides need.