Maggie Allard: From Sports Marketing to Energy Policy...Unexpected Career Paths in Communications

Justin's Podcast

Strategic communications has evolved far beyond the days of hiring a white-shoe lobbyist to whisper in policymakers' ears. Today, it's a sophisticated blend of marketing, storytelling, and relationship-building that requires both creativity and consistency to make an impact. In this revealing conversation, Maggie Allard, Senior Vice President at Adfero, opens up about her unexpected career path from sports marketing aspirant to public policy communications strategist.
Maggie's journey illustrates how transferable skills—curiosity, problem-solving, and adaptability—can lead to success across seemingly unrelated fields. What drew her to policy communications wasn't political ambition but the realization that she could help tell important stories and solve complex problems in creative ways. Her work in the energy and agriculture spaces demonstrates how effective communications can shape policy outcomes when approached with empathy and authenticity.
The conversation explores the challenges especially relevant to policy communications—limited budgets, complex topics, and the need to establish credibility with multiple stakeholders. Maggie shares practical wisdom about building integrated campaigns where every element reinforces the others, from social media and website content to earned media and third-party validators. Her emphasis on consistency reveals a fundamental truth: "We don't want to be reintroducing ourselves over and over again," as communications is "an iterative investment" rather than a one-time expense.
For those considering or advancing in communications careers, Maggie offers invaluable advice: "Never get comfortable." The industry evolves rapidly, and professional growth comes from embracing discomfort and remaining open to learning. She encourages creating environments where team members feel safe asking questions and sharing ideas—even if those ideas might be wrong—because innovation often emerges from collaborative problem-solving.
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Chapters

1. Episode Introduction (00:00:00)

2. Maggie's Career Journey (00:01:47)

3. Creativity in Public Policy Communications (00:03:05)

4. Building Credibility and Partnerships (00:07:55)

5. Career Advice for Communication Professionals (00:14:38)

6. The Importance of Consistent Messaging (00:19:03)

7. Life Balance and Final Thoughts (00:22:30)