As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Tara Ackaway.
Tara Ackaway is a seasoned media professional and brand strategist. She is the founder and CEO of Social Wise Communications, an award-winning social media and public relations agency that has been recognized for its impactful storytelling and high-profile media coverage.
In addition to that, Tara is a booking producer for nationally syndicated morning shows overseeing and securing sponsored content across various networks including CBS, PIX 11, ONNJ and more.
Her dual expertise in PR and branded media makes her a trusted partner for brands and personalities looking to make a meaningful impression in print and on-screen. Tara herself has been featured in publications such as Forbes and has spoken at colleges and conferences across the tri-state area.
In this candid conversation, Tara shares her journey, insights, and the strategies that have helped her build a results-driven business—and empower other entrepreneurs to do the same.
What inspired you to start your own PR agency, and how did you get your first client?
My PR journey began naturally. What started as freelance work quickly grew into full-time projects, and that is how Social Wise Communications came to life. I never planned to build a business, it just happened while I was saying yes to every opportunity. It all began with an internship for a well known Bravo housewife. We were filming at the time so there were cameras around, and everything felt fast paced and surreal. I found myself at red carpet events, influencer gatherings, and exclusive settings. I have always been fascinated by storytelling and curious about how people built their brands. Even as a student, I was bold enough to walk up, introduce myself, and hand out my business card with confidence. Those early conversations became real clients before I even realized I was building a business.
What unique challenges have you faced as a woman entrepreneur in the PR world, and how did you overcome them?
I have faced many challenges as a woman in the PR industry, especially because I started so young. In the beginning, I worked as a personal assistant, and even after I launched my agency, Social Wise Communications, I was often mistaken for one. It was difficult for some people, often men, to imagine that a young woman could be in a position of leadership. But I never let it discourage me. I used that doubt as motivation to prove that I belonged in the room and that I deserved every opportunity.
When you are younger, you make mistakes. There are definitely moments I look back on where I wish I had spoken up more. But those early experiences shaped me. They pushed me to grow and taught me resilience. To this day, I sometimes walk into brand negotiation meetings and someone assumes I am the assistant. I do not take it personally. Being an assistant is an incredibly demanding role, and it gave me the discipline and experience I needed to succeed in the role I have now.
How do you stay ahead of trends in an industry that’s constantly evolving with media and technology?
Staying ahead of trends in an industry that’s constantly evolving with media and technology is simpler than people think. It starts with being open to change and willing to pivot when needed. Not every trend will align with your perspective or be easy to adopt, but change is necessary and often the key to growth. Do your research, keep learning, and never assume you know it all. There is always room to sharpen your skills and expand your perspective. The moment you think you’re the smartest person in the room, you stop growing.
What’s your go-to strategy for building strong, lasting relationships with clients and the press?
Relationships are everything in business and in life. I genuinely believe that. In the media especially, relationships are your foundation, and they’re built on trust. It’s important to invest in them early, not just when you need something. Don’t be the person who only reaches out with an ask. Stay connected. Keep up with what the writers, editors, and producers are working on. Celebrate their wins, show up, and be genuinely supportive.
Authenticity goes a long way. When you put in consistent effort, things tend to fall into place. You don’t need a master plan, you just need to really listen, not just to respond but to understand.
Can you share a campaign or media moment you’re especially proud of—and why it stands out?
Most recently, my team and I had the incredible opportunity to work with Arturo Perez Jr. and Samantha Jayne, two very talented creatives recognized not just for directing the Mean Girls movie musical but for their extensive work across the industry. They were a joy to collaborate with and not only because of their talent, but because the campaign we worked on was truly meaningful.
Arturo and Samantha created The Yes Bus Acting Camp, a completely free program dedicated to mentoring youth, especially those from underserved communities in New Jersey and New York. The camp offers mentorship, celebrity guests, and a supportive space for aspiring performers to grow and shine.
Our role was managing PR for the camp, which involved scouting talent, spreading the word, and helping applications come through. We connected with high school principals, English and Drama teachers to share this opportunity for artistic expression, confidence, and community. We also organized virtual Q&A sessions where students could meet Arturo and Samantha to ask questions.
The camp first launched in Los Angeles and this summer marked its debut in New York City. Being involved at every stage from leveraging our school relationships, watching auditions, to visiting the camp and meeting families, was deeply rewarding. Hearing firsthand how this opportunity transformed the lives of these students was the greatest gift we could have asked for. We can’t wait for next year!
Which platforms or tactics have been most effective for growing your own brand visibility?
Word of mouth has been one of the most powerful drivers of growth for Social Wise Communications. Making our clients happy is always the goal, and after over a decade in business, we’re proud that the majority of our client inquiries still come through referrals. That tells us we’re doing something right.
Staying active and engaged on social media has also played a big role. It’s not just about visibility, it’s about connection. Social media has allowed us to build relationships with brands and entrepreneurs around the world and it’s directly led to many of our international collaborations.
What role has mentorship played in your journey, and how do you pay it forward to others in the industry?
When I first launched Social Wise Communications, there were a few key individuals who played a meaningful role in my journey. I’ve seen firsthand the impact that mentorship can have, which is why I make it a priority to pay it forward.
I regularly speak with aspiring PR professionals at the university level and do my best to stay hands on through our internship program. I make myself available to our team not just for work-related questions but for personal check-ins too. We all have tough days, and sometimes, the most important thing you can offer is your time and a listening ear.
How do you handle high-pressure situations or crises, whether for a client or your own business?
Working in PR naturally comes with high-pressure moments. It is part of the industry. Whether it is for a client or my own business, staying calm and grounded is essential. Even if things feel uneasy on the inside, keeping your composure can bring clarity and confidence to everyone around you. You have to trust your instincts and stand by your decisions. There are often a lot of people depending on you, and if you do not believe in your next move, no one else will either. This work requires quick thinking, a steady mindset, and the ability to lead with confidence, even when the stakes are high.
What’s one piece of advice you’d give to women entering the PR or communications industry today?
One piece of advice I would give to women entering the PR or communications industry is to lead with confidence. There will be moments when you feel uncertain, overwhelmed, or question whether you belong, but know that you do. You have earned your seat at the table, and you deserve to be there just as much as anyone else. Own that. Set clear goals for yourself and do not let fear, doubt, or outside voices get in the way of achieving them. You have worked hard to be here, so enjoy the journey and make it count.
What are the 5 things you believe are essential to overcome self-doubt and build confidence in this field?
- Embrace rejection as part of the process– Not every story, angle, or pitch will land, and that’s okay. Rejection doesn’t mean failure; it means redirection. Learn to value the pivot. Every “no” is a step closer to the right opportunity.
- Do not take silence personally- In this industry, not everyone will respond, even to your best-crafted pitches. That does not reflect your talent or value. Use silence as motivation to be more creative, more persistent, and more strategic in how you engage.
- Step outside your comfort zone– Growth comes from challenge. Whether it’s experimenting with a new writing style, introducing yourself at a networking event or expressing your ideas with more confidence, push yourself. This discomfort means you’re leveling up.
- Celebrate the effort, not just the outcome– Wins are not always measured in headlines or new clients. Showing up fully, especially on the hard days, is a victory in itself. Pride in your effort builds long-term confidence.
- Value your time and presence- Your time is your most valuable asset. If you’re showing up with intention, integrity, and pride in your work, you’re on the right path. Great things take time. Setbacks will happen, but staying grounded in self-respect and support is what keeps you moving forward.
