Alright – so today we’ve got the honor of introducing you to Christina Santi. We think you’ll enjoy our conversation, we’ve shared it below.

Alright, Christina thanks for taking the time to share your stories and insights with us today. How did you learn to do what you do? Knowing what you know now, what could you have done to speed up your learning process? What skills do you think were most essential? What obstacles stood in the way of learning more?

My journey as a writer and communications professional began with a book permanently glued to my hands and an insatiable curiosity about the world around me. It wasn’t just about reading; it was about living in those stories and practicing my craft with every word I penned. I soon learned that everything one needs to know about the world and the people who inhabit it is written down somewhere. I went to college with the hopes of obtaining a degree in biology. However, stints with independent publications drove my love of storytelling. I eventually got my BA in Mass Communications, focusing on Media, Society, and Culture. Later, after years of writing and reporting for various publications professionally, I returned to academia for a master’s in Creative Publishing and Critical Journalism. This combination of education, real-world experience, and my love for cultural studies allowed me to transition into media relations and PR seamlessly.

I would have sought more mentors if I could turn back the clock. The wisdom and guidance from seasoned professionals could have been a beacon, lighting my path and perhaps helping me avoid some missteps. Also, keeping a closer eye on the digital shifts in the publishing industry would have been beneficial. Embracing technological advancements and digital trends sooner could have provided a head start in navigating the ever-changing landscape.

Though, adaptability has been my superpower. In a field where the only constant is change, pivoting and thriving in different writing styles, platforms, and industry shifts have been crucial. Coupled with this are strong research skills, effective communication, and a deep understanding of cultural contexts. These skills have supported my career and allowed me to tell stories that resonate deeply and broadly.

The biggest hurdle was the perpetually shifting writing and publishing landscape. Just as I would get comfortable with one format or platform, a new one would emerge, requiring me to learn and adapt all over again. Balancing these changes with my professional responsibilities often felt like trying to build a plane while flying it. Staying current with trends and finding time for continued learning amid a busy career and family life are constant challenges.
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Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

For those who haven’t met me yet, at my core, I am a storyteller. Telling stories is the foundation of my career and work. I write creative nonfiction, news pieces, and cultural investigations through this lens. I’ve also had the privilege of editing the works of other writers. On the PR front, I develop campaigns, write copy, and create comprehensive communications plans and strategies for brands and organizations.

In my work and for my clients, I tackle the challenge of communicating to untapped audiences, ensuring that the messaging is inclusive and authentic. My ability to dissect culture and empathize with multiple identities sets me apart, allowing me to create content that resonates deeply and broadly.

I’m most proud of my versatility and commitment to cultural sensitivity and empathy in all my projects. One thing I focus on is that while we are all different, there are universal truths that we share. Whether crafting a compelling narrative, boosting a brand’s visibility, or helping Black women entrepreneurs share their stories of growth, my focus is always on making genuine connections through storytelling.

I want people to know that my work is driven by passion and a commitment to excellence. I aim to write something that meets your needs and exceeds your expectations, delivering content and communications that genuinely connect and inspire.

Can you tell us about a time you’ve had to pivot?

Entering the writing industry during the “print is dead” era was a significant pivot point in my career. I began my journey as a journalist with a passion for print media, only to find myself in a rapidly changing landscape where digital media was taking over. It wasn’t just about writing anymore; it was about learning how to create content that would thrive in an online environment. I had to adapt quickly, mastering the art of digital storytelling, SEO, and social media engagement to stay relevant and effective in my field. This shift challenged me to expand my skill set and embrace new media, ultimately making me a more versatile and resilient writer.

On a personal level, becoming a mother was another profound pivot. Motherhood changed how long I could be out covering a beat and influenced what I wanted to do with my writing. Suddenly, my priorities shifted, and I found myself seeking ways to balance my career with the demands of parenting. This transition inspired me to explore new writing avenues, such as creative nonfiction and culture investigations, allowing me to work from home and still engage deeply with my passion for storytelling.

These experiences have shaped me into a writer who is not only adaptable but also deeply empathetic and mindful of the diverse identities and stories that make up our world. Both pivots taught me the importance of flexibility and resilience, and they’ve enriched my work with a broader perspective and a deeper understanding of the human experience.

What do you think helped you build your reputation within your market?

Apart from my writing skills, what truly helped me build my reputation within the market is my role as a community builder. I believe in the power of collaboration and always make it a point to bring others into opportunities with me. This approach has fostered strong relationships and a supportive network. I take these relationships seriously. When there are projects or requests for referrals, people often reciprocate that energy because they know I value and uplift the community around me. This mutual support has been instrumental in establishing my reputation and expanding my influence within the industry.

Contact Info:

• Website: https://www.rawrsavvy.com
• Instagram: https://www.instagram.com/rawrsavvy
• Linkedin: https://www.linkedin.com/in/christina-santi-02514090/
• Twitter: https://www.twitter.com/rawrsavvy

Image Credits

Hunter Hyde