My Story

A young woman with long brown hair, wearing a black sleeveless top and blue jeans, sitting on the floor in a photo studio. She is surrounded by scattered printed photographs and art supplies, including markers, scissors, and photographs. She is looking directly at the camera with a slight smile.

Why?

I was the annoying kid who couldn’t stop asking, "Why?"

Curiosity has been a guiding force throughout my life; understanding people and community carried the most allure. I didn’t just want to understand the world around me; I wanted to use it. This is what drew me to study political science, learning how the economy affects business, in turn affecting people's patterns of behavior.

Communication and influence as more than just verbal power became a common theme the more I studied, and my curiosity only grew. 

Sitting in my first business class at the University of Oregon, we looked at a case study surrounding vodka brands. Why did one brand outperform the others when their ingredients and process were virtually the same? Branding. Learning that brand voice, identity, and image had just as much selling power, if not more, than the actual product had me hooked. I wanted to understand everything. 

In 2025, I spent my summer learning from sports and entertainment professionals, but only one voice truly stuck in my head. The CMO of Gap, Fabiola Torres, opened my eyes to what the power of marketing truly is. We all consume advertisements and marketing campaigns in our daily lives, but the ones that persuade our choices are something special. Watching ideas transform into strategy and turn to action made me understand the marketing world was filled with people asking why and using their answers to create not just ads but a physical manifestation of consumers' genuine feelings. 

Throughout my internship and academic career, I explored all the possible states of the marketing world, hoping to find a space for me to fit. Between days on set and hours at desks, I found a love for storytelling. Finding ways to show that brands are more than just what they sell. Every aspect excited me, from curating the perfect copy to go in the smallest corner of a website to overarching capsule campaigns that bring the soul of a brand to life.  

When we’re little, people ask us what we want to be when we grow up. Well, let me introduce myself. My name is Elizabeth Hammack; I’m currently a senior at the University of Oregon, and when I grow up, I’m going to work in PR and make brands’ stories heard. 

Person with painted nails holding a magazine with a soccer player on the cover, over a white table.
A woman holding a professional camera with a telephoto lens, standing next to a camera stabilizer against a plain, neutral background.

The thinking behind the work…

01 - Asking Why

Staying curious has always been extremely important to me. I was lucky enough to be taught that you should never assume you’re the smartest person in any room. There’s always something to learn from the people surrounding you. 

That mindset has taught me to look beyond the obvious and see the connections between ideas that initially appear unrelated. I believe curiosity is essential to PR. Understanding why people think, feel, and respond the way they do allows you to examine a story through multiple perspectives, anticipate how different audiences will interpret it, and uncover opportunities that could otherwise be overlooked. 


02 - Connecting the Pieces

Curiosity can only take you so far. It gives you the information, but storytelling is what builds connections. 

For me, storytelling is the bridge between the world around us, the everyday consumer, and a brand. In an oversaturated media landscape, one question sits at the forefront of every piece of communication: Why should I care?

A strong story gives people a reason to care. It takes a brand from something consumers simply purchase from to something they can resonate with and connect to, ultimately building a foundation for brand loyalty and community. I believe the best PR doesn’t just communicate what a brand does; it brings its consumer into its story. 

 

03 - From Insight to Action

Turning ideas into action starts with understanding the brand at its core and the consumer through their current social-cultural lens. 

Research is the foundation: understanding who a brand wants to reach, what those people value, and where those values intersect with the brand's own. From there, strategy means finding the right way to communicate connection. 

To me, choosing a communication channel is only one piece of the equation. Effective PR also requires understanding the social, cultural, economic, and political factors shaping public opinion. Those outside influences can completely change how a story is received. Anticipating those perspectives allows you to build campaigns that are not only creative but also intentional, adaptable, and prepared for the unexpected. 

Taking Steps Forward…

As I’ve learned more about the industry, I’ve found myself increasingly drawn to the intersection of PR, brand strategy, and culture. I’ve become particularly interested in brands that have a strong identity and a distinct point of view and use that foundation to shape messaging that builds community. 

I take a special interest in lifestyle, wellness, athletics, beauty, and other consumer brands that combine culture and community to create a meaningful connection with their audiences. 

Moving forward, I want to keep finding ways to turn ideas into meaningful brand stories, from understanding consumers and shaping strategy to bringing brands to life. Ultimately I hope to build a career in-house, growing alongside a brand, helping to shape how it connects with those who believe in it.