Membership Profile: Laurel Tiedeman
Current professional role and company? Group Manager at Crowe PR
How did you get involved in a PR/communications role? I’m a “unicorn” in the industry and I knew I wanted to work in PR since I was 17 years old after a summer internship with a political advocacy group, NextGen Climate. While I was sitting in a grassroots marketing role, I had the chance to work with a local journalist on a story about our work. I fell in love with the process of shaping narratives behind the scenes. Reflecting on my childhood though, I think I knew earlier than that, I just didn’t know what PR was yet! In elementary school, I remember counting down the days until my next American Girl magazine would be delivered. I would devour those issues, and I never (ever) let my parents get rid of a single one so I could reread them to my heart’s content. As I got older, I graduated to Teen Vogue, Seventeen Magazine and Alternative Press subscriptions. While my magazine preference changed over the years, one thing remained the same: I absolutely loved the stories being told in those pages. I was passionately accumulating storytelling and media relation skills without even knowing it. As I began exploring career opportunities, it clicked for me that this love of media and storytelling didn’t have to be a hobby, it could be a career. Even today, I’m still a huge fan of print media, personally and professionally. There is nothing like seeing your client in print.
What is your favorite part of this industry? I love that this industry is ever-evolving. I’m a problem-solver at heart, so diving into new industry trends (AEO, Substack, etc.) is always exciting for me.
What do you think are the PR industry’s biggest upcoming challenges? Shifts in the media landscape, 100%. Social media has completely changed the way the general public thinks about access to information. Quality, reputable journalism requires an investment on the users’ side, but with social media, people think this should be free. Dwindling subscribers (digitally or paid) lead to smaller newsrooms, less assignments for freelancers and in turn few opportunities for earned media. I’m really excited about the upcoming changes with Substack becoming more popular and giving journalists their own, long form platforms to continue telling stories.
What attracted you to PRSA? In college, PRSSA gave me so many incredible networking opportunities, including one that led me to my career today. I’ve always valued the power of community, so when I relocated to Durham this year, getting involved with this PRSA chapter felt like a no brainer. PR / Communications is such a unique field, because the evolution never ends. I always learn so much from spending time with my fellow PRSA members.
What do you enjoy doing outside of work? Right now, my role is fully remote, so I love anything that gets me out of the house! I practice yoga 4-5 times a week, enjoy participating in book clubs, love finding local live music and attending cooking classes. I’m always seeking out new things to learn – next on my list is taking a pottery class! I also have a high-energy rescue pup, Venus, that I love spending time with.
Tell us about your favorite book, movie, or place to visit. Last year, I read The Rose Code by Kristin Hannah and I haven’t been able to stop thinking (or talking) about it since. It is an incredible historical fiction book about three women codebreakers at Bletchley Park during World War II. Without spoiling anything, it paints a beautiful picture of female friendship and perseverance during tumultuous times.
Anything about you that others would be surprised to learn? I did a big cross country move in January 2026 from San Diego to Durham. I’m a total newbie to the area, and I’ve been loving it so far!