Use AI mindfully, but don’t outsource your thinking.
Laura Mansfield is a brand journalist with a passion for storytelling. A senior vice president of public relations at Tombras, Mansfield leads public relations for regional, national and global clients. Day to day, she works at the intersection of storytelling and business results, guiding teams on media relations, brand narrative and campaign execution.
At the core of her work is storytelling, helping brands communicate clearly, credibly and with purpose. She continues that work on and off the clock as she prepares for a TEDx talk, where she will speak about finding your voice and crafting narratives in a world oversaturated with content and shaped by algorithms.
Mansfield’s first job out of college wasn’t a traditional comms or PR role; however, her role as an au pair in France was an immersive experience that shaped her perspective on culture and communication.
You talk about finding your voice. How has that become more challenging in a world shaped by AI and algorithms?
There’s a mixture of fear and expectation right now. There’s fear about what AI will do, how to keep up and whether we’re already behind. At the same time, there’s optimism about how it can make us better.
But I do think we’re already seeing an overreliance. I was in a leadership exercise where people immediately defaulted to AI for answers. I thought, “We don’t need that to generate ideas.” AI is a tool, but it’s not something to throw at everything. It’s not guacamole — it doesn’t go with everything. We need to use it intentionally and mindfully.
At the end of the day, AI can’t replicate lived experience. It can’t replicate your story. That’s where real connection comes from.
What kind of stories naturally catch your attention?
I like stories with pathos. I like a little nuance, a little tension — something that pulls at the heartstrings.
It’s the hero’s journey. Someone goes through something, faces trials and comes out the other side. Maybe they’re damaged, but not broken. They’ve survived. I’m less drawn to stories that tie everything up neatly. I like stories that feel real and authentic, that make you think and stay with you.
You have both a creative and a business background. What advice would you give communicators trying to strengthen that balance?
You have to be grounded in the business side. Take accounting, economics, statistics. Learn Excel. Learn how to build a presentation.
Nothing operates in a vacuum. At the end of the day, businesses have to make money. Even nonprofits have to raise and allocate funds.
At the same time, read everything you can. Read business, read for pleasure, read widely. Think of it like building muscle. Some people have a strong creative muscle but no business muscle, and that creates an imbalance. You need both.
Who has had the biggest influence on your professional mindset?
My dad. He had an incredible work ethic and was a natural storyteller. He was both a businessman and a people person. He expected excellence — not being the best, but doing your best. And he chose happiness every day. Even later in life, when his health declined, he still chose to focus on what was good. That mindset has shaped how I approach both work and life.
When things go wrong — and they will — you can choose how you respond. That perspective changes everything.
What piece of media has changed how you think about your career?
Walter Isaacson’s biography of Steve Jobs. It’s not just about Jobs as a visionary, but also as a complex, imperfect person. And it’s beautifully written. It shows the full arc — the successes, the failures, the rise and the setbacks. What stayed with me is the balance between creativity and business. Jobs cared deeply about design and storytelling, but also about results. That combination — creativity plus business impact — is something I think about all the time in my own work.
Isis Simpson-Mersha is a conference producer/ reporter for Ragan. Follow her on LinkedIn.
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