After managing global and North America communications programs for PepsiCo over the course of 14 years, Jen Petra has joined Fordham in a new role that will draw upon her strengths as a communications expert and leader. As Fordham’s associate vice president for University communications, she will oversee Fordham’s internal and external news functions, crisis communications, and media relations, all in service of elevating and protecting the Fordham brand.
“I am thrilled to have Jen join our team,” said Justin M. Bell, vice president for marketing and communications. “Her deep expertise in reputation management, media relations, and crisis communications is exactly what we need as we work to amplify Fordham’s voice and elevate the University’s reputation.”
Below she shares her thoughts on Fordham’s appeal, the value of listening, and a hobby that pays dividends.
What attracted you to working in higher education, specifically at Fordham?
Having grown up in New York, I always knew of Fordham but I wasn’t very informed about what set the University apart. As I began learning more, Fordham’s Jesuit values really resonated; that crystallized for me that I wanted to apply my expertise in an organization with a mission that I truly believed in. Being on campus and knowing that you’re surrounded by people who are curious and who are going to go on to do great things that really matter in the world—there’s an energy and an excitement that comes with that and I wanted to be part of it.
What have you learned from your corporate and agency communications experience, and how do you see it benefiting Fordham?
I’m fortunate to have had a career that has allowed me to touch on so many different facets of communications, whether it was issues management, internal communications, brand PR, or working hand-in-hand with government relations. So I understand the value in aligning to a mission—or message—and amplifying it across a wide variety of stakeholders to strengthen reputation.
I think bringing that broad perspective of how it all can work together will be valuable, especially in an organization like Fordham, where there are so many different stakeholders that need to hear and believe the same messages, albeit in nuanced ways.
What multifaceted communications campaign are you most proud of?
I led external and internal communications for PepsiCo Positive, the “North Star” business strategy that guides the company’s work. We built a holistic program to communicate how we were delivering on that strategy to enhance our reputation and, in some cases, managed challenging topics to protect it. I learned how to take complicated topics like regenerative agriculture and carbon capture and tell stories about them in a way that’s compelling to different audiences.
On the internal side, we needed to move from simply telling employees about the strategy to engaging them in a way that they could see how their work mattered. We created expos around the world where employees could experience how different parts of the business contributed to the strategic transformation.
What’s at the top of your to-do list for your first semester at Fordham?
I’m doing a lot of listening right now. There is so much impressive work already being done by the team and I want to learn all about it to better understand where I can add value.
I’m also excited to bring internal and external communications back together with media relations—so that we can hit the ground running and build strategic, surround-sound programs that move the needle with important stakeholders.
Do you have a personal philosophy that guides how you approach your work?
Listening is probably the most important thing that you can do as a leader. It’s how you understand different points of view, identify challenges that can be turned into strengths, and connect with people.
I also believe we should never be afraid to ask why. It’s not to be contrarian but rather to make sure that we’re doing the right things for the right reasons.
And then last is: Have fun. We spend so much time working—so laugh a little, get to know your colleagues, enjoy each other’s company. That just makes the ride that much more enjoyable.
You’ve got a busy life at work and at home with two teens. How do you recharge?
I spend as much time as I can outside in my garden and I love to cook so I grow vegetables—there is something really grounding about growing your own food. I have an entire refrigerator drawer full of nothing but cucumbers right now, so I’ve been making a lot of pickles! I also grow tomatillos and make salsa verde every year that I can jar and put it on enchiladas all through the winter—it’s a great reminder of what I created and exciting to think about what’s coming next year.
