Photo courtesy of Kera Patarawong.
“The most valuable lessons came from unlearning. I stopped rushing to provide answers and started learning to ask the right questions. I stopped trying to control the room and began showing up with curiosity and conviction.”
Before enrolling in USC Annenberg’s Online MS in Public Relations Innovation, Strategy and Management (PRISM) program, Kera Patarawong had already built an impressive career at the intersection of global sales, brand strategy, and public relations. With a background in business and marketing, and more than a decade of experience across both agency and in-house roles, she has helped craft the voice and vision of cult-favorite cocktail bars, legacy beverage and lifestyle brands, and one of the world’s most iconic luxury maisons.
However, her decision to pursue a master’s degree wasn’t driven by ambition alone; it was driven by a deeper question.
“At a certain point, the voice inside you stops asking, ‘What’s next?’ and starts asking, ‘What’s deeper?’” she reflects.
Choosing PRISM
Newly relocated to the United States five years ago, and armed with experience, Patarawong was already charting her own course, driven by a desire to anchor her work in deeper purpose and a more intentional, strategic approach to narrative-building.
“I craved frameworks that could withstand the rigors of critical thought, and I needed to understand the landscape with more cultural nuance.”
At the time of her joining, USC’s PR program had just been listed as the top program in the U.S. by PRWeek.
“[That made] the decision feel like a no-brainer. But beyond accolades, the intellectual space it offered: rigorous yet deeply human, resonated with me.”
Ultimately, the PRISM program offered Patarawong a chance to fulfill a longstanding goal of becoming a more adept communicator.
“I didn’t return to school to add another line to my resume; I did it to ask better questions, demand more of myself, and ensure that my work leaves a more profound impact.”
Program Experience
Once in the program, Patarawang noticed that, while the curriculum focused on current affairs, students were equally encouraged to look beyond the immediate and question the industry’s broader implications.
“Every company I worked with in the program was selected intentionally, particularly those at the intersection of AI and technology. I wanted to create a PR portfolio that looked ahead, not just at what is, but also what could be.”
This critical approach to the field was further developed by the program’s faculty, who set high expectations of their students and made it clear that this was an academic environment where excellence matters and effort is recognized. For Patarawong, this was especially exemplified by her first teacher (ever) in the United States, Professor Tina Vennegaard.
“Through her stories from Nintendo, her sense of gravitas, and her unwavering standards, she modeled the kind of leadership that informs and transforms. In her class, you didn’t just become a better communicator. You became braver. More honest. More awake to the weight of your own words.”
Other professors left their mark too—David Stamper’s wit, Ron Piovesan’s quiet generosity, Blythe Yee’s tender guidance, and Laraib Khan Haider’s vibrant, pop-culture-infused lessons.
“The best teachers don’t just teach. They raise you. They refine you. And if you’re lucky, like we were, they change you for good.”
When it comes to her most memorable experience, however, Patarawong doesn’t mention classes or projects. She mentions people.
“The friendships I made; they were the heart of it. We laughed, vented, checked in on one another, and kept each other afloat when things got tough. With this chapter closed, it’s impossible to imagine the experience without them. They’re threads in the fabric of who I became here at USC. I’m deeply, endlessly grateful for that.”
Another core experience for Patarawong was letting go of perfectionism. While she came into the program expecting to sharpen what she already knew, what she did not expect was to be asked to shed old habits and inherited ideas about what it means to communicate well.
“The most valuable lessons came from unlearning. I stopped rushing to provide answers and started learning to ask the right questions. I stopped trying to control the room and began showing up with curiosity and conviction.”
Career Impact and Next Steps
Today, she applies PRISM’s lessons in every facet of her work, from consulting to brand building.
“I’ve used the SIP model in consulting work, applied data-driven storytelling to shape my brand, and relied on the lessons about trust and empathy in nearly every professional conversation I’ve had since.”
Patarawong now sees communication not as a support function, but as the core of business itself.
“It’s the difference between noise and meaning, between a company people notice and a brand people believe in.”
Looking ahead, Patarawong is actively pursuing opportunities in AI and tech PR. More specifically, she seeks to bring her talents and experience to a fast-paced, high-stakes environment.
“That’s exactly why I’m drawn to it. I want to help humanize the space, simplify complex narratives, and make innovation accessible to the everyday person.”
Her advice to future PRISM students is simple:
“Bring your ambition, but don’t forget your humility. Ask the questions that make you hesitate. Be generous—with your time, your ideas, and your grace. And most of all, allow yourself to evolve.”
Because in the end, she says, “The real gift of this program isn’t what you walk away knowing. It’s who you walk away becoming.”
Learn more about the Online MS in Public Relations Innovation, Strategy and Management (PRISM) program.