In the fast-paced, ever-evolving world of public relations, few leaders have made as indelible a mark as Toni Harrison, the Founder and CEO of Etched Communication. A trailblazer in strategic communications, crisis management, and multicultural engagement, Harrison has built a reputation for turning brand challenges into opportunities for growth and connection. Her innovative approach, rooted in authenticity, cultural relevance, and data-driven strategies, has positioned her as a trusted advisor to Fortune-ranked companies, global brands, and nonprofit organizations. With a career spanning journalism, corporate leadership, and agency ownership, Harrison’s journey is a testament to resilience, vision, and the power of purposeful communication.
From Newsroom to Boardroom: A Journey of Impact
Toni Harrison’s career began in the high-pressure environment of broadcast journalism, where she honed her ability to distill complex stories into clear, impactful narratives. As a former CBS reporter, she developed a keen understanding of how to navigate high-stakes situations, a skill that would later define her expertise in crisis management. Her transition from the newsroom to the boardroom was not just a career shift but a strategic evolution, as she recognized the need for culturally resonant, authentic communication in corporate and public spheres.
In 2014, Harrison founded Etched Communication, a Houston- and Chicago-based full-service public relations and crisis management firm that has since become a beacon for innovative PR solutions. Her vision for Etched was clear: to create a firm that leverages culture as a competitive advantage, delivering multi-channel communication strategies that resonate with diverse audiences. This mission has driven Etched to serve clients across industries, from global consumer brands like PepsiCo and Polaris to governmental entities and nonprofits, earning accolades such as the U.S. Stevie Award for crisis communication.
Harrison’s ability to bridge communication gaps with integrated, culturally relevant campaigns has set her apart in the industry. Her work with PepsiCo, where she led part of a $400 million commitment to uplift Black communities, and Polaris, where she devised strategies for multicultural market entry, showcases her knack for aligning business goals with social impact. Her leadership in navigating a global nonprofit through a high-profile crisis tied to the assassination of journalist Jamal Khashoggi further cemented her reputation as a crisis management expert, earning her firm the highest honor at the American Business Awards.
Redefining PR as a Strategic Driver
Harrison’s philosophy challenges the traditional view of public relations as a reactive function. She advocates for PR to be a strategic driver embedded in the earliest stages of business planning. “So many times, PR is brought to the table after strategic business decisions are made,” Harrison noted in a recent podcast. “What if the products we selected were more poised for success with our markets because PR was at the table from the start?” This forward-thinking approach emphasizes anticipating vulnerabilities, leveraging market insights, and crafting messages that resonate before a product or campaign even launches.
Her insights into the evolving communication landscape are particularly relevant in today’s hybrid work environment and socially conscious market. Harrison stresses the importance of authenticity in messaging, noting that culture extends beyond race or ethnicity to include professional groups, industries, and consumer communities. “If you want your message to connect, keep in mind that engagement is two-way,” she says. “It’s about influence, and influence is necessary for engagement.” By prioritizing two-way communication and emotional resonance, Harrison ensures that her clients’ messages not only reach but also deeply connect with their audiences.
A Multicultural Lens for a Global World
One of Harrison’s defining contributions to the PR industry is her expertise in multicultural communication. In an era where social and racial justice movements have reshaped public discourse, her work has been pivotal in helping brands navigate complex cultural landscapes. Her appointment as Chief Marketing Officer at Fair, a multilingual neobank, in 2021 underscored her ability to lead with purpose. At Fair, Harrison leveraged her experience to advance the company’s mission of disrupting traditional banking with ethical practices that prioritize people over profit, particularly for underserved communities.
Her work at Fair highlighted her commitment to closing racial wealth and opportunity gaps, a cause she has championed throughout her career. “Leadership requires going beyond titles and job descriptions—it requires us to make contributions to our industry, community, and society,” Harrison stated. Her efforts to elevate diverse voices and create inclusive campaigns have made her a sought-after speaker and thought leader, with articles and commentary published in outlets like Forbes, Business Insider, and PR News.
A Legacy of Mentorship and Community Service
Beyond her professional achievements, Harrison’s dedication to mentorship and community service is equally inspiring. She is an active member of organizations like The Links, Inc., Junior League of Houston, and Alpha Kappa Alpha Sorority, and serves on the board of the Public Relations Society of America (PRSA) Houston. Her commitment to mentoring young professionals and fostering diversity in the PR industry is evident in her role as chair of PRSA Houston’s New Pros committee, where she works to advance actionable ideas for industry change.
Harrison’s recognition as one of Black Enterprise’s “Top 5 Black Business Women” in 2021 and her involvement with Forbes Young Entrepreneur Council further highlight her influence as a leader who uplifts others. Her passion for community engagement rivals her professional dedication, making her a role model for aspiring communicators and entrepreneurs.
The Future of Etched Communication
Under Harrison’s leadership, Etched Communication continues to thrive as a firm that not only manages crises but also shapes narratives that drive business success. Recent features in Enterprise World have celebrated her as a PR powerhouse, highlighting her mission to build trust, elevate voices, and guide brands through uncertainty with purpose and strategy.
Looking ahead, Harrison remains committed to pushing the boundaries of what PR can achieve. Her focus on real-time measurement, authentic engagement, and early integration of PR into business strategy positions Etched as a leader in the industry’s future. As she continues to mentor the next generation and champion diversity, equity, and inclusion, Harrison’s legacy is one of impact, innovation, and inspiration.
Conclusion
Toni Harrison’s journey from journalist to CEO is a powerful narrative of resilience, vision, and purpose. Through Etched Communication, she has redefined public relations as a strategic force for business success and social change. Her expertise in crisis management, multicultural communication, and authentic engagement has earned her a place among the industry’s elite, while her commitment to mentorship and community service ensures her influence will resonate for years to come. As she continues to lead with purpose, Toni Harrison is not just shaping brands—she’s shaping the future of communication itself.
