Toni Harrison_ The PR Visionary Turning Brand Crises into Million-Dollar Comebacks.pdf

Toni Harrison, Founder & CEO of Etched Communication, is one such leader. She has built an award-winning public relations and crisis management firm by blending strategic innovation with a deep commitment to client success.

1. A brand’s reputation is its most valuable asset, but in a world where news spreads
in seconds, one misstep can spiral into a full-blown crisis. A single negative
headline or viral controversy can shake trust and damage credibility. That’s why
strong leadership in crisis management and strategic communication is
essential—not just to fix problems, but to shape narratives, manage risks, and
turn challenges into opportunities. By combining expert media relations, digital
engagement, and data-driven strategies, industry leaders help brands navigate
uncertainty, build trust, and stay ahead in an ever-changing landscape.
Toni Harrison, Founder & CEO of Etched Communication, is one such leader.
She has built an award-winning public relations and crisis management firm by
blending strategic innovation with a deep commitment to client success. Under
her leadership, the company has seen a 125.3% average revenue increase since
2021, fueled by long-term partnerships and proprietary technology for real-time
crisis mitigation. Harrison’s work has earned prestigious industry accolades,
including the Stevie Gold and Bronze Awards, the PR News Top Women honor,

2. and recognition from Black Enterprise. She focuses on empowerment,
adaptability, and excellence, helping Etched grow as a trusted leader in the
industry.
From Journalist to PR Leader
Toni Harrison founded Etched to build more than just another PR agency—she
strived to create a firm that drives tangible impact. Her aim was to challenge the
status quo, blend strategy with purpose, and redefine the role of communication
in business, communities, and crisis management. For her, success is about
impact—helping organizations grow, overcome challenges, and tell stories that
inspire action.
With a background in journalism, she saw firsthand the power of storytelling and
how rapidly media was evolving. As digital platforms reshaped marketing and
public relations faster than ever before, she built Etched to embrace these shifts,
using traditional and emerging media to amplify brands and manage crises
effectively.
One of her biggest challenges has been scaling the firm’s crisis management
practice. Crisis response is unpredictable, high-pressure, and deeply human—it
demands immediate action with no set playbook. With 24/7 news cycles and
social media constantly in motion, Harrison and her team must always be ready.
Balancing this urgency while ensuring team resilience and maintaining client
priorities has been one of the most demanding yet rewarding aspects of leading
Etched. Culture of Curiosity, Adaptability, and Purpose
Toni Harrison‘s leadership is rooted in empowerment, foresight, and
collaboration. She believes success requires more than learned skills—it’s about
having the right mindset. By encouraging people to bring their best selves to work

3. in a way that suits them, she fosters passion and resilience that drive individual
and organizational excellence. In the fast-moving world of public relations, where
adaptability is key, this approach is essential.
She encourages her team to change their mindset, using “flipping the coin” to see
opportunities in challenges. Like tuning a radio, she believes perspective can
always be adjusted.
At Etched, this philosophy is woven into the company culture,
creating an environment where

●​Curiosity is encouraged: Employees are empowered to ask questions,
explore ideas, and challenge conventional thinking.
●​Adaptability is expected: The team embraces change, staying agile in
response to evolving industry demands.

4. ●​Purpose powers excellence, not pressure: Success is measured by
meaningful impact rather than relentless demands.
Understanding that leadership isn’t one-size-fits-all, she leads with trust,
flexibility, and intention. Toni Harrison ensures every team member feels valued
and supported, helping them succeed not just in their roles but in their mindset.
For Harrison, how people think shapes how they lead—and strong leadership
creates a lasting impact.
Balancing Innovation and Risk for Sustainable Growth
Toni Harrison believes that balancing innovation and risk with stability and
profitability requires a clear purpose. It’s not about change for the sake of change
but about finding smarter, more efficient ways to solve problems and improve
processes. True innovation comes from identifying opportunities for progress,
while risk-taking must be strategic and well-calculated. If the potential benefits
outweigh the risks—and if challenges have been carefully assessed—taking risks
can be a necessary step toward growth. The key to maintaining this balance is leveraging knowledge and experience to
take risks in areas where flexibility and real-time adjustments are possible. Risk
isn’t about acting without direction but about making informed decisions that
align with long-term goals. A measured approach, where ideas are tested, refined,
and implemented in stages, ensures steady progress without unnecessary
disruption.
At Etched, the focus is on thoughtful innovation and purposeful risk-taking,
creating an environment where progress and profitability thrive together.
Investing in Professional Development

5. At Etched, talent development begins with recognizing key qualities for
success—adaptability, a problem-solving mindset, and the ability to perform
under pressure. Public relations and crisis management are fast-paced fields
where no two situations are the same, requiring not just skill but also resilience,
agility, and confidence to adapt. Toni Harrison believes in pushing her team
beyond their comfort zones, fostering professional and personal growth.
Mentorship plays a vital role in this process, offering guidance in areas of
strength and support where improvement is needed. Toni Harrison emphasizes new perspectives, continuous feedback, and real-world
challenges to sharpen decision-making skills, as many assignments require
judgment rather than following a set formula. To reinforce a culture of
mentorship and growth, she introduced a financial incentive program that
rewards team members for pursuing professional development. By providing
industry training, membership in professional organizations, and structured
mentorship with performance-based bonuses, she ensures that employees feel
supported and challenged. Amplifying Brand’s Voice
Etched provides expert guidance in public relations, crisis management, and
strategic communication.
Its key services include:

6. ●​Media Relations & Response: Strengthening brand visibility with media
connections and real-time tactics.
●​Crisis Management: Using predictive monitoring for swift, effective
reputation protection.
●​Digital Strategy: Driving engagement through data insights, social
listening, and interactive content.
●​Community & Stakeholder Affairs: Building relationships via grassroots
outreach and public affairs.
●​Experiential Activations: Crafting immersive experiences to influence
audience behavior and impact.
From crisis response to brand storytelling, Etched delivers culturally relevant
strategies, consistently exceeding expectations.
Smarter Decision-Making

7. Etched has developed a proprietary in-house dashboard to strengthen crisis
response and media management. This innovative tool helps identify
vulnerabilities and address potential threats before they escalate while tracking
audience behavior and engagement patterns. By using real-time data analytics
and predictive insights, the dashboard allows clients to anticipate trends, shifts in
public sentiment, and evolving behaviors. Instead of reacting to crises as they
happen, clients can take a proactive approach, making informed decisions to
protect their reputation and maintain control of their narrative. Beyond crisis
management, the dashboard also provides valuable insights to improve audience
engagement strategies, setting a new standard in public relations and helping
clients navigate challenges with confidence.
Bridging Boardrooms, Newsrooms, and The Situation Room
Etched is an award-winning public relations and crisis management firm that
connects corporations, causes, and communities through culturally aware
communication and strategic engagement. More than just managing messaging,
it crafts narratives that inspire action and deliver real results.
What sets Etched apart is its ability to move seamlessly between boardrooms,
newsrooms, and crises, executing high-impact strategies across PR, crisis
management, executive positioning, digital engagement, and community
affairs. With a proprietary dashboard offering real-time crisis mitigation and
audience insights, the firm empowers clients to make proactive decisions in an
ever-evolving media landscape.
Combining the resources of a global agency with the flexibility of a boutique firm,
Etched delivers tailored strategies grounded in top-tier research and
measurement. Its diverse team—spanning journalism, film, public affairs, event
planning, and advertising—ensures a precise, informed approach to navigating
complex industries.

8. Strategic Growth Backed by Results
Etched thrives on a steadfast commitment to excellence over expansion. Rather
than striving to be the biggest, the firm focuses on being the best, driving a
125.3% average revenue increase since 2021 by strengthening relationships with
existing clients. Organizations often turn to Etched for crisis response, but its
strategic thinking, measurable impact, and personalized service keep them
engaged long after the crisis is resolved. Beyond addressing immediate
challenges, the firm crafts long-term communication strategies that protect,
position, and elevate brands. This approach fuels growth across industries such as healthcare, transportation
safety, and government, reinforcing Etched’s reputation as a trusted partner for
high-stakes communication challenges. The firm succeeds by investing in people,
culture, and technology, using advanced tools to manage crises in real-time and
drive meaningful, sustainable growth.
PR Challenge into Meaningful Change
A recent successful initiative led by Etched was the launch of the Heat Relief
Initiative, a groundbreaking campaign addressing the lack of air conditioning in
public housing. The initiative began when an NPR reporter’s question revealed
that there was no federal mandate requiring cooling in public housing, even
during record-breaking heat waves. Recognizing the urgency, Etched
transformed this issue from a potential PR crisis into a catalyst for real change.
The firm secured over $2 million in funding, leading to the installation of 1,615
AC units across three public housing communities. Its success was driven by
strategic planning, collaboration with policymakers, and a commitment to
making a real impact. By incorporating resident stories, heat vulnerability data,
and economic opportunities, the initiative provided immediate relief that
empowered local businesses and created jobs.

9. This initiative exemplifies how Etched approaches challenges—turning obstacles
into opportunities, leveraging media attention for progress, and using public
relations as a force for meaningful change. The true measure of success wasn’t
just in the media coverage but in the lives improved through this effort.
Beyond Traditional Methods
Etched has disrupted traditional public relations by transforming it into a
proactive, strategic business tool rather than a reactive response. Instead of
waiting for challenges to arise, the firm anticipates and shapes change,
embedding PR at the start of strategy development to influence decisions and
strengthen organizations.
A key driver of this shift is Etched’s proprietary in-house dashboard, which tracks
real-time audience behavior, detects potential crises before they escalate, and
empowers companies to act rather than react. By leveraging audience intelligence
and strategic foresight, Etched helps businesses stay ahead, using insights to turn
PR into a competitive advantage.
Unlike traditional firms that focus on damage control, Etched prioritizes crisis
prevention, ensuring clients safeguard their reputations while also driving
growth. This forward-thinking approach has redefined PR as a force for
influence, innovation, and long-term business success.
Staying Ahead of Change
Toni Harrison’s vision goes beyond traditional PR—she builds lasting impact.
Trust, measurable results, and forward-thinking strategies continue to drive
Etched’s success.

10. Many clients come to Etched in crisis, uncertain about the future. But a crisis
isn’t just about survival—it’s an opportunity for transformation. Etched solves
immediate challenges and strengthens brands for long-term stability.
By staying ahead of media shifts, industry trends, and cultural movements,
Etched ensures its clients are always prepared. With expert strategists, advanced
crisis management tools, and a growing industry presence, the firm continues to
expand while staying agile and client-focused. Success isn’t about following
norms—it’s about setting new standards, delivering results, and shaping what’s
possible.
5 Business Mantras from Toni Harrison
1.​Crisis = Opportunity: Etched Communication turns brand crises into
comebacks with strategic PR, digital engagement, and data-driven
insights.
2.​Mindset Fuels Success: Skills matter, but adaptability and curiosity drive
lasting growth.
3.​Smart Risk-Taking: Innovation isn’t constant change—it’s making
strategic, calculated moves.
4.​Invest in People: Mentorship and continuous learning build resilience
and confidence.
5.​PR as Strategy: Proactive crisis management turns PR into a competitive
advantage.