5 Women Storytellers Shaking Up the Industry
By the Cutline Crew
The PR industry is shaped by impactful women storytellers every day. As a woman-led agency, Cutline celebrates this daily. We’re proud to partner with clients and creators of all genders to raise their voices.
We love Women’s History Month as an opportunity to highlight the women influencing and improving the world around us. To end March on a high note, we reflected on those who inspire us — breaking barriers and making PR a more inclusive industry — and had to shout out these five movers and shakers.
Tree Paine
Who she is: Publicist for Taylor Swift since 2014
What she does: Tree Paine is ringing in a decade of being Taylor Swift’s publicist — meaning she’s been with Taylor for the most high-profile moments of her career. The dynamic duo share similar origins: Paine’s career erupted in Nashville while working for the Academy of Country Music, before going on to become vice president of publicity at Warner Music Nashville in 2007. In 2014, she founded her own PR firm, Premium PR, where (naturally) Taylor was the first client. She’s been by her side ever since.
Why we love her: Tree stands apart in the industry because she’s nearly as fabled as her client. Many Swifties study Tree’s PR prowess as closely as they do the singer’s music — admiring how she navigated the Kanye/Kardashian discourse, Taylor’s trial against former radio host David Mueller, and the dispute over Taylor’s masters. Tree is integral to Taylor’s career, comes with her own lore and is undeniably effective at what she does.
Kristen L. Berry
Who she is: VP of Communications and Corporate Social Responsibility at eharmony
What she does: Kristen L. Berry is the creative powerhouse leading the team behind some of eharmony’s most impactful media campaigns — from the data and research series Dating Diaries to brand activations like the eharmony x Coolhaus Let’s Spoon Ice Cream truck. With 20 years of experience, Kristen develops strategies that drive a meaningful difference. At eharmony, she supported the launch of important features for LGBTQ+ users in partnership with GLAAD, helping more people find love on the platform and in the world.
Why we love her: Kristen is a champion for diverse storytelling. She amplifies women of color and ensures marginalized groups have a voice and equal representation. Alongside her thriving PR career, she’s also an author, with her debut novel WE DON’T TALK ABOUT CAROL coming soon from Bantam Books. In the meantime, check out her newsletter Books are Life, where she shares her love of reading with others. A Cutline client, Kristen inspires us every day — she’s a smart, strategic leader who reminds us that you can be a badass at your job while achieving other dreams!
Yvette Noel-Schure
Who she is: Publicist for Beyoncé since 1997
What she does: Yvette Noel-Schure has worked with the biggest names in music: Queen Bey, Mariah Carey, John Legend, and back in the day, Prince. Her work speaks for itself and is made even more impressive (somehow) by her origin story. Yvette immigrated to the U.S. at 14 years old to support her mother and seek opportunity for herself. She charted a career from Black Beat Magazine to Columbia Records to Sony, where she became senior vice president of media. In 2010, she co-founded Schure Media Group with her husband, where Beyoncé was her first client. Yvette is as entrepreneurial as they come, and she executes artfully.
Why we love her: Yvette has been pivotal in engineering the mass success of Beyoncé’s Renaissance album and tour. Beyoncé’s goal was to create a “safe space” for fans — which she and others credit Yvette for making possible. While surely true, Yvette is known in the industry for redirecting credit and being incredibly modest. She goes above and beyond the typical publicist’s duties of issuing press releases, securing photoshoots, and drafting public comments — she still hands backstage passes to music reporters at many of Beyoncé’s shows! Yvette has perfected the high-touch, low-ego approach, and it’s inspiring to witness.
Angie Jaime
Who she is: Contributor at Teen Vogue
What she does: Angie Jaime is a seasoned editorial leader and content strategist known for her culture-shifting journalism. Making an impact is at the heart of everything she does. In her career, Angie strives to create digital spaces that are civically engaging, accessible, and in service to communities that she’s a part of (and those she isn’t!). She’s the former head of creator content for 404 by L.A. Times, and her work has appeared in Vice, i-D, Teen Vogue, Mic and more. As loyal readers, the word that comes to mind for Angie is “fearless.”
Why we love her: Angie puts it best herself: “My written work explores how marginalized communities survive and thrive in the western world [and] how cultural phenomena, art and technology can impact populations in disparate ways.” She has been on the front lines of covering Trans rights and reproductive justice at Teen Vogue, and earlier this month wrote “On International Women's Day, Women Are Still Suffering,” a must-read article. For anyone who wants to keep their finger on the pulse, find Angie. She’ll point you in the right direction.
Skylar Marshai
Who she is: Content creator
What she does: Skylar Marshai is a creative strategist, content creator and self-described dreamer who has worked with brands like The GAP, Calvin Klein and Target. A brilliant mind, she founded her own weekly newsletter, Sunday Social Sauce, that shares the ins and outs of social media, creative and content strategy, and influencer marketing. She also founded Sunday Creative Studios, a multidisciplinary creative agency working at the intersection of strategy and storytelling. Skylar is passionate about elevating brands, growing businesses and deepening engagement. She’s also incredibly talented at it.
Why we love her: Skylar’s approach to brand partnerships and storytelling is nothing short of cinematic. She infuses her signature essence into everything she does. A lover of culture, community and human behavior, she translates her zest for life into beautiful, strategic stories. Skylar’s content is an excellent reminder that there’s always an out-of-the-box way to approach something. If you don’t follow her on Instagram, we can’t recommend doing so enough.
Which women in PR inspire you? We’d love to hear from you!