Luke Ivers, W2 Communications

Employee Feature Friday: Luke Ivers

Evolving from an intern to full-time employee, Luke Ivers has a keen understanding of the strategy and tactics necessary for client success at W2 Communications. Luke is a graduate of James Madison University, where he worked in the Office of General Education as a graphic design team member. Today, as a media associate, Luke conducts target media outreach for clients, coordinates media interviews and maintains media relations with key trade publication reporters. In his free time, Luke goes on mission trips around the globe to improve the living conditions of children in need.

If you could have any super power, what would it be?

I am torn between super speed and invincibility, but I would ultimately have to go with super speed. I have always loved track and racing, and to be able to know you are the fastest out there would be a lot of fun. Plus with super speed you could accomplish so much more in a day! Who needs to take a flight halfway across the country when you could run there in 30 minutes?!

What is some career advice you wish your younger self knew?

I wish I knew a lot back then! If I had to narrow it down it would be “don’t be afraid to make mistakes.” It’s easy to second guess or to be afraid to mess up, but in reality getting it wrong is how you learn.


Were you always interested in PR?

Yes and no. I knew I wanted to do marketing but it wasn’t until sophomore year of college that I knew I wanted to focus on PR. While broader marketing is a lot of fun, I was really drawn to the dynamic and fast paced nature of PR. I was also interested in the fact that you got to develop relationships with the media.

 What has been your most memorable experience at W2 Communications?

When I first started here there was a cyber attack that was making a lot of news and I remember conducting outreach to a reporter at a business publication who took a briefing and wrote about the attack. The memorable part was that because it was in a well-known outlet, I had both a friend and a family member send me the article as an FYI since they knew I worked in the industry, and I was proud to let them know that I helped place that story. It’s fun to see the impact of the team’s hard work.

How have you grown since you first started working here as an intern (Over two years as an employee + two internships)? What is the biggest lesson you’ve learned?

I think I have grown a lot over the years, but I think the most important thing I learned was how to be your own project manager and what it means to manage your workload. I never missed an assignment in college, but coming into the industry I found that PR was 100x faster and more fluid than simply having an assignment due on specific date. One of the most important things I learned was how to communicate workloads with my managers and work with teammates to make sure we are all on the same page so we can continue to deliver the best work for our clients.

What do you like to do in your free time?

I always try to stay active and like to try new things, so I have a lot of hobbies. The constants in my life are running, playing music (guitar, piano, mandolin and ukulele), photography, and hiking/exploring new places. On my days off, you can normally find me doing something musical or outside.

How do you define success?

Success is a personal state of mind. Everyone defines it differently. You could be the richest person in the world, but be unsuccessful in the eyes of a minimalist. When it all comes down to it, success is having done, and continuing to do, the best you can do in order to be the best version of yourself, and ultimately being happy with that.

What’s the best concert you ever attended and why?

As someone who loves music and going to concerts this is really hard because you can break it down by best performance or by which you enjoyed more. In terms of most entertaining, it had to be Brad Paisley. He had just won CMA “Entertainer of the Year” and his stage had the coolest effects and he was running around the venue constantly interacting with the crowd. The concert I loved the most is a toss-up between the Eagles and Jimmy Buffett. They are tied for my favorite bands and it was always a goal of mine to see them before they couldn’t perform anymore.