Jill Goddard serves as the Director of Public Relations and Social Media at Boston Ballet. With over ten years of experience in public relations, communications and non-profit development, her work has centered on mission-based organizations primarily in the non-profit sector including Covenant House International, Oxfam America, and the Unitarian Universalist Association. She holds a M.A. in Global Marketing Communications and Advertising from Emerson College and a B.A. in Political Science and Journalism from the University of Massachusetts, Amherst.
PRSA Boston recently sat down with Jill to learn more about her career and why she decided to join the Boston Ballet.
Q: How did you get involved with Boston Ballet?
A: I have always been a fan and admirer of the talent and artistry of Boston Ballet and an arts enthusiast in general. My former colleague and friend, who serves as the director of individual giving for Boston Ballet, told me about the open position and asked if I was interested in being considered. It was helpful to have someone who I knew and trusted at the organization speak so highly of the vision and people behind Boston Ballet—I couldn’t wait to join the team!
Q: Do you have a favorite campaign/program you’ve run for Boston Ballet (or a previous company), and what were the results?
A: I’ve been fortunate to work for organizations close to my heart and campaigns that make a difference in peoples’ lives so it is hard to choose a favorite. Most recently, we finished 44 performances of The Nutcracker, a New England treasure and tradition. We did a lot of advanced press and promotions including having the Nutcracker Bear zipline on the Rose Kennedy Greenway to promote tickets going on sale. The video generated great engagement on our social media channels, was covered by The Boston Globe, Patriot Ledger, NBC Boston, NECN, and Dance Magazine, and helped generate awareness and sales. Later, we did a social media campaign where the mice from The Nutcracker escaped the Boston Opera House and went sightseeing around Boston. It was wonderful to collaborate with other iconic Boston attractions like the Museum of Fine Arts and the Boston Tea Party Ships—and see people’s reactions to these mice walking down the streets of Boston.
At Boston Ballet, I really enjoy that all of its programs have so many fascinating angles and stories to tell. I love to deep dive into the research, find creative ways to engage with audiences of all ages, and help people enrich their own understanding and experience of ballet, its history, and the people behind it.
Q: It looks like you have worked with other non-profits and associations, how important is PR to their overall strategies?
A: Whether a non-profit organization recognizes it or not, public relations is essential to their success. To inspire generosity, mobilize people and make positive change, you must have public awareness, support and engagement. Fortunately, I think more and more organizations are recognizing this and making the necessary investments in bandwidth and budget to incorporate public relations as an intentional management function which will support strategic goals.
Q: What advice do you have for others who are interested in a PR career in the arts?
A: Artist, dancer and choreographer Martha Graham said, “Great dancers are not great because of their technique, they are great because of their passion.” The same is true for public relation professionals and that is so important to remember if you want a career in the arts. In addition to best practices and the fundamentals of public relations, bring your passion, creativity, and imagination to the work and you will have great success.
Q: How has being a PRSA member impacted your career?
A: There are many ways that being a PRSA member has enriched my career. Often times in a non-profit environment, you are part of a small team or might be the only public relations professional in the entire organization. Being a PRSA member expanded my network of brilliant brains to pick when I have a PR-related issue at work. It also helps me keep up-to-date on the latest trends and technologies in public relations and social media through on-demand webinars, in-person workshops, and articles which I am able to immediately apply to my work.
I recently finished the APR accreditation process which allowed me to take a step back from the day to day of public relations and look at the broader systems, theories, and techniques behind the craft. As a life-long learner, I’m grateful that PRSA offers these unique and invaluable opportunities. I look forward to all that PRSA continues to offer and all I can offer PRSA in return.
About Fast 5
This is a feature of PRSA Boston’s Hot Topics blog page. The expert subject is someone who is clearly in demand, on the go, and nailing them down for a conversation is about as easy as … winning Powerball at $1.5 billion! But we know leaders like to share, so check back for insights, wisdom, author’s books about to hit the stands and other valuable tips. @prsaboston #prsabos
Do YOU have a candidate for a FAST 5 interview? Email: Joshua Milne at firstname.lastname@example.org and pitch your subject expert!