Christa Lannom, MASC

I attribute much of my success to the choices I made about the direction I wanted my life to take. Growing up, I experienced significant challenges and instability, and I knew early on that I did not want to remain in that environment or allow those circumstances to define my future. That determination became a driving force for me, motivating me to pursue education, build a meaningful career, and create a different path for my life.

Another deeply important factor in my journey has been my faith. When I found my faith, it gave me a renewed sense of purpose and self-worth. It reminded me that everyone has value and the ability to make a difference in the lives of others. That perspective continues to guide how I approach both my work and my relationships, encouraging me to support others and help them see the possibilities that exist for them as well.

Ultimately, I believe success comes from a combination of personal responsibility, perseverance, and the willingness to keep moving forward. Each person has choices about the path they take, and while the journey may look different for everyone, there are many ways to reach meaningful goals. If my experiences have taught me anything, it is that growth and success are always possible when you remain committed to building a better future.

My advice to young women entering the communications and marketing industry is to remember that the medium is often just as important as the message itself. While the information you want to share matters, your success will depend heavily on how you reach your audience and how effectively you capture their attention. Understanding where people are, how they consume information, and what platforms resonate with them is critical to ensuring that your message is not only heard but also meaningful and engaging.

As technology continues to evolve, communication strategies are becoming increasingly personalized. Marketing is moving toward a level where audiences expect messaging that feels tailored to them individually. This means professionals in the field must continually adapt, learning new tools, platforms, and strategies to reach people in ways that feel authentic and relevant. Being able to think strategically about audience behavior and engagement will be a major advantage.

Ultimately, success in this industry comes from understanding the relationship between message, medium, and audience. The ability to craft strong messaging is important, but knowing how to deliver that message in a way that truly connects with people is what drives real impact. By staying curious, adaptable, and focused on how audiences engage with information, young professionals can build meaningful and effective careers in communications.

One of the biggest challenges—and opportunities—in the communications and marketing field today is closing the technology gap, particularly in rural communities. Many organizations in these areas are still working to catch up with rapidly evolving digital tools and platforms, which can create barriers to reaching audiences effectively. At the same time, advances in technology, including artificial intelligence, present exciting opportunities to improve communication strategies, streamline workflows, and better understand audience behavior. The key is implementing these tools responsibly and thoughtfully so they truly enhance communication rather than complicate it.

Another major shift in the industry is the growing demand for highly individualized marketing. As technology continues to evolve, audiences increasingly expect messaging that feels personal, relevant, and tailored to their needs. This means communications professionals must be prepared to analyze data, understand audience segments, and adapt strategies to reach people in more meaningful and targeted ways. Those who are able to balance technology, strategy, and authenticity will be best positioned to succeed as the field continues to evolve.

The values that guide both my work and personal life are faith, service to others, and a commitment to continual learning. My faith provides the foundation for how I approach challenges and opportunities, reminding me to lead with purpose and integrity in everything I do. It also inspires me to focus on helping others whenever I can, whether that means supporting colleagues, contributing to my community, or using my skills to help organizations communicate more effectively.

I also believe strongly in the importance of lifelong learning and growth. The communications field is constantly evolving, and staying curious and open to learning new ideas, tools, and perspectives is essential. Ultimately, my goal is to leave every space I’m part of better than I found it—whether that’s through meaningful work, strong relationships, or contributing to positive change in the communities I serve.