Failing Forward: The Winding Path of Professional Development in PR
By Christian White, Account Executive
Sage is an organization filled with outstanding communications professionals who bring a diverse background of experience and expertise. We leverage this depth of knowledge through our Sage U program, an all-learn, all-teach model, to assist our team’s continued growth.
In this Q&A Christian White, an account executive on Sage’s PR team, shares his path to public relations, the early experiences that helped build his confidence and the milestones that have shaped his growth at Sage. He also shares lessons from his work, including the importance of taking ownership, making every word count and learning how to fail forward.
Q: How did you become interested in public relations?
When I started at George Mason University, I was drawn to communications because it was a broad program. I initially chose a concentration in media production and criticism because I had always been interested in what happens behind the scenes of movies and television shows and how all the pieces come together.
That changed during my junior year, when I took a PR and social media class. The course introduced me to public relations in a way I had not considered before. I began to see PR as another form of storytelling, one that combines strategy, creativity and an understanding of how to reach different audiences.
That realization made me change my concentration and ultimately set me on the professional path I am on today.
Q: What did your early internships teach you about taking ownership?
My first internship was with SANS Institute, a cybersecurity training company, where I worked as a service desk technician.
Although the role wasn’t directly related to public relations, it taught me an important lesson about ownership. I was trained to handle large-scale IT assignments, including technical support and software installation projects and then trusted to complete them independently.
My biggest takeaway from that experience was learning how to take the ball and run with it.
Being given meaningful assignments and trusted to carry them to completion gave me confidence in my abilities. It helped me understand that I could take on unfamiliar challenges, learn what I needed to know and find a way to deliver.
My next internship at George Mason University’s Center for Economic Education gave me the opportunity to apply that mindset to communications. The center had a limited social media presence at the time, so I helped build it from the ground up.
I developed content and campaigns to increase awareness of the center’s programs and resources. That hands-on experience taught me how social media can help an organization connect with its audiences and showcase the program's work.
Q: How did your early milestones at Sage build your confidence?
When I joined Sage, many of my earliest milestones were individual firsts. Staffing my first media interview was a major moment; so was seeing my first bylined article published. Each experience helped me build confidence and better understand what it takes to be successful in PR.
As I progressed, I began to think about growth more broadly. I evolved from just completing a new assignment or checking off another milestone, to becoming a stronger writer, a more confident speaker and a more well-rounded communications professional.
Q: What have you learned from writing award nominations?
I have had the opportunity to support nominations that resulted in several client wins and finalist recognitions. Those successes were rewarding, but the process also taught me a great deal about effective storytelling.
Award nominations often come with strict word limits, so every sentence must contribute something meaningful. You need to identify the most compelling details, explain the impact of the work and make a clear case for why the nominee stands out.
Through that work, I learned how to tell a strong story in a limited amount of space.
That skill applies far beyond awards. Whether I’m developing a media pitch, writing social media content or supporting a thought leadership article, I need to understand the central story and communicate it clearly and concisely.
Q: What advice would you give rising PR professionals?
One of the most important lessons I have learned is that it is ok to fail.
When you start your career, you won't know everything. You’ll make mistakes, and not every assignment will go exactly as planned. That doesn’t mean you’re on the wrong path.
What matters is whether you are failing forward.
To me, failing forward means learning from each mistake rather than repeating it. It means listening to feedback, applying what you’ve learned and continuing to improve.
Professional growth rarely happens at once. It happens gradually through new assignments, uncomfortable situations and experiences that push you beyond what you already know how to do.
Q: What is the next leap you hope to take?
Recently, I got on a plane for the first time to visit family in Texas. I was nervous, but the experience turned out to be exciting, especially having a window seat and seeing the view from the air.
Now, I’m considering an even bigger next step: skydiving.
It may be a large jump from taking a first flight to jumping out of a plane, but it also feels connected to what I’ve learned throughout my career. Sometimes, growth requires trying something unfamiliar, trusting that you’re prepared and taking a leap.
Whether I’m working on a new assignment, developing a skill or pursuing a personal goal, I try to keep the same mindset: take ownership, learn from the experience and keep moving forward.
