If I had to guess Tina's top five strengths, research would be high on the list. Dr. Tina McCorkindale, a former tenured professor with research experience from multiple top universities, has spent the last ten years as President and CEO of IPR. IPR is a nonprofit dedicated to advancing the science and practice of public relations through research, education, and professional development.
When I asked Tina how IPR has evolved during her tenure, she credited growth in staff, expanded conference opportunities, and increased company awareness. She finds it exciting that more people recognize IPR and are eager to learn about it. Tina also introduced to her staff and board of trustees something I know well at 21: fun. She has cultivated a dynamic and engaging work culture where she admires her staff and board members for balancing intelligent conversations with a good time. Because, really, what’s the point of discussing controversial topics if you can’t laugh while doing so? Tina is all about fun and positivity, which she emphasizes in her advice for those interested in PR.
Advice for Aspiring PR Professionals
Here is some of the invaluable advice for young professionals in PR that Tina shared:
Be active and give back to the industry.
Consume information of all kinds: Read books, watch movies, attend concerts, and play sports. It expands your perspective and helps with networking.
Have a great attitude. People remember positive interactions, even 10 to 20 years later.
Something I genuinely admire about Tina is her openness. She believes in being public about failure, a rare trait in leadership. She recently made a significant contract mistake and simply told her team, “I fucked up.” No excuses, just honesty. This transparency allows her team to admit their own mistakes without fear. She also normalizes work-life balance. If she’s getting her nails done after lunch, she says so, encouraging her team to be just as open. One colleague recently told her, “Hey, I might be a little late back from lunch; I’m meeting a friend.” And Tina fully supported it. The takeaway? Be authentic, transparent, and get sparkly nails.
PR Trends in 2025: The Good and the Bad
The world is constantly evolving, from shifting media landscapes to oceans getting renamed. So, what PR trends excite Tina in 2025?
Industry leaders are increasingly recognizing that communication teams are essential. These teams are taking on more strategic roles to help shape companies' cultures, brands, and identities.
The growing impact that PR and communications can have on society, with corporations and foundations funding programs that drive real change.
On the flip side, Tina also highlighted her concerns for 2025:
Companies rolling back DEI and climate commitments.
The loss of local news, since 2005, one-third of local newspapers have disappeared, leaving many communities uninformed.
Disinformation, fueled by unchecked media regulation, is allowing misinformation to spread unchecked.
Accomplishments and Embarrassing Moments
When I asked Tina about her proudest accomplishment (and trust me, she has a lot), she joked, “I thought you were going to ask how I look so young with so many accomplishments!” Honestly, she does look 25, and I’ll be figuring out that secret soon. But for now, she’s most proud of being named one of the Top Women in Communication, an honor made even more special because her colleagues and employees nominated her.
Speaking of award season, Tina shared an early career embarrassment while presenting an award at an industry conference. As each man before her walked up to heavy metal songs, like Born to Be Wild, she expected the same. Instead, her intro music was Vanessa Williams' Colors of the Wind from Pocahontas. Stunned, she took the stage and proclaimed in front of successful communication professionals and said, “Is this frickin’ Disney music? Like, is this Pocahontas?” Luckily, the room laughed. Personally, I think it’s badass. When asked for her ideal walk-up song, she immediately chose Chappell Roan’s Pink Pony Club, with Ready for It by Taylor Swift as a close second. Solid choices. Mine? Poker Face by Lady Gaga.
One final embarrassing story: when Roger Bolton, former CEO of the Page Society, retired, there was a tribute video featuring heartfelt messages. Tina, always one for humor, opened her clip by stacking papers and saying, “This isn’t a roast...” Then, she said some genuinely nice things. However, in the final edit, only the roast intro made it. Lesson learned: always check the final cut.
If Tina Had a PR Superpower?
She'd predict the future, charge millions to clients, work for two years, become a multi-bazillionaire, and live on a yacht. Honestly? Iconic.
Quick Fire Round:
Favorite Book: Devil in the White City by Erik Larson & David Sedaris Diaries
Drink of Choice: Champagne, Manhattan, or Spicy Margarita
Mountains or Beach? Loves both
Guilty Pleasure TV Show: The Righteous Gemstones
Most Memorable Concert: Taylor Swift or Wilco
Word Colleagues Would Use to Describe Her: Positive or Engaged
Favorite Emoji: 😂
Dream Celebrity Dinner Guest: Taylor Swift
Tina is a powerhouse leader with an incredible balance of professionalism, humor, and authenticity. Whether she’s driving change in PR, leading with transparency, or laughing at texts she shouldn't be reading in meetings, one thing is clear: she makes an impact. If you take away one lesson from her leadership style, let it be this: stay positive, be real, and always have a killer walk-up song.
If you’ve made it this far, whether you skimmed, read with your heart, or landed here by accident, thank you. Let me know your thoughts and/or feedback. I’m currently partaking in rejection therapy, so this counts.
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If you want to reach Tina, she asks you only to do so if you are a Swiftie.
Until next time,
Leadership Unfiltered Author
Emilia Marie Feltner
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