Communication is a Learnt Skill

Petula Burks, Director, Strategic Communications and Civic Engagement at the City of Richmond, VA

Petula Burks, Director, Strategic Communications and Civic Engagement at the City of Richmond, VA

Whenever I am asked about my past experiences, the number 30 now pops into my head. How has it been 30 years of working in the field of communications, public relations, and civic and community engagement? 

As I listen to other leaders from around the country discuss the moment they knew their career path was for them, I'm amazed. Often, I regale people with the story of working on the campaign of a State Senator from St. Louis, MO. My godparents were politically involved, and my godfather was an activist and, in my eyes, larger than life. At seven years old, I wanted to follow in his footsteps, whatever they were and wherever they led. Somehow, I knew that whatever he touched meant people's lives were forever changed.

Fast forward to 2023, and I have done some soul-searching about how I have racked up 30 years of public service in a career woven with unique lived experiences, human interactions, growth moments, and impactful work that, over time, has changed lives.

As a black female born in the South in the 1970s to a teen mom, my future was not deemed bright, especially based on research. I was born into the ‘system’ and was in foster care from birth. While that is not how my story ends, it is how it begins, and throughout my career, my beginning is what guides me. My beginning is what keeps my feet on the fire. My beginning is what drives me to make sure that how I communicate, what I communicate, and most importantly, how I engage comes from a place of empathy, understanding, and a sense of creating a space for every individual I touch.

That beginning is how I have led every team; it's how I teach engagement and work with leaders and colleagues as we delve into uncomfortable situations to create positive outcomes for our employees and residents.

But what comes between the beginning and current events is a life full of golden opportunities with parents who themselves were public servants. Growing up middle class with connections to decision-makers has helped me navigate my career journey. Being privileged to see the system operate from the inside afforded me an escape from bad behavior and youthful mistakes, but it allowed me to understand that the system does not work equally for everyone. I carry that knowledge with me daily, and that, coupled with my beginning, has made me determined to be more to those who are historically overlooked, unheard, and purposefully not seen.

Communications, public relations, and community and civic engagement are thankless. You are often only as good as your last project (hopefully, it was successful). You are the gatekeeper of confidential information, the cheerleader, the guard dog, and the one person or team that anyone – media or resident – can point to and rip to shreds, depending on the topic or the day.

"When we place humans above outcomes and data, we achieve the desired outcomes and data."

As a communicator, you are the face and the voice, and if you make a misstep or misspeak, your entire organization will ultimately pay for that in spades. The good reputation of a communicator takes decades to create and seconds to dismantle. The same can be said for those of us involved in civic and community engagement.

My experience runs the gambit from the Athens-Clarke County Chamber of Commerce and Lake Lanier Island Resort, where I began my journey and honestly fell in love with public relations and communicating about the place I live. From there, I spent time in the Miami-Dade County Commission, Georgia Department of Transportation, Barrow County Schools, City of Fort Lauderdale, City of Miami Gardens, Washington State Department of Health, Greater Sacramento Economic Council, City of Augusta and currently the City of Richmond, VA.

Each experience brought its own challenges and learning. One of my most memorable challenges was very early in my career. I had just begun working and was attending my first public meeting about a redevelopment plan. The meeting was held in the community, where the plan was to bring change. The residents were not happy. The common theme was that the plan did not look or feel like the community. The community had its own history, and none of that was represented. As I walked away, I ran into a community member and asked why there was such anger. She looked at me and said, this is typical government. You all make plans for our community, and then come and tell us this is who and what you are. We don't want to be like somewhere else in the city; we are who we are, and we know who we are. Why can't you come and talk to us first? In that brief moment, I understood more than any book had ever taught me.

Communication, planning, and everything else begins with intentional civic engagement. Fast forward to Richmond, VA, 2023, and I walk into a city that is building a group of individuals called the City/Community Ambassadors. The Ambassadors began by working on a grant during COVID. They served on the frontlines in marginalized communities that had limited access to resources and technology and were also vaccine-adverse. I was approached to help transition this amazing group of community members from temporary workers to permanent city employees who will assist with proactive communication and civic engagement. What an idea! Having community members engage on the front end before we walk anything out the door is magical. Listening to community members about their lived experiences hopes, and dreams for their community before making one plan can truly change how the community sees themselves and, ultimately, how the community transforms. This work gives me chills as I get to see individual lives change in front of my eyes. I've been in this position for almost two years, and I see smiles from young men and women who are being included in conversations that just a few years ago would not have been possible. More importantly, I get to witness these young men and women grow and develop, learn life skills, fulfill dreams, and walk into careers that will last them a lifetime.

Communication has changed over the past 30 years. Technology and apps are more prevalent, and many practitioners believe social media and other electronic tools are the only way to communicate and engage, but I still believe that the human touch is the most effective method. The 'system' weeds many out because of lack of access; my experience says I don't want to be the 'system,' and I want to help any place I join to stop ‘system thinking’ and begin ‘human’ thinking. When we place humans above outcomes and data, we actually achieve the outcomes and data we desire.