Meet Amiee Watts

 

We caught up with the brilliant and insightful Amiee Watts a few weeks ago and have shared our conversation below.

Hi Amiee, thanks for sitting with us today to chat about topics that are relevant to so many. One of those topics is communication skills, because we live in an age where our ability to communicate effectively can be like a superpower. Can you share how you developed your ability to communicate well?

A lifelong love of writing sparked my passion for communication—but it was learning to really listen that made me a successful PR professional.

As someone who built a career in public relations, I’m often asked how I became an effective communicator. The truth is, it started with a love of writing. I’ve always been drawn to words—from journaling as a kid to diving deep into literature and grammar in school. That love naturally evolved into a career centered around messaging, storytelling, and helping others find their voice.

But writing alone doesn’t make you a great communicator. In PR, the real skill lies in listening. To help clients craft their message—whether it’s about their company, product, or personal story—you have to ask thoughtful, sometimes challenging, questions. You have to dig beneath the surface to find out what truly differentiates them. Then, you have to listen for the gold: the telling detail, the unique phrase, the moment of insight that becomes the foundation of their narrative.

Effective communication also demands empathy and curiosity. You have to care—not just about what you’re saying, but about what others are trying to express. If you’re not deeply interested in people—their “why,” their origin stories, their passions—then PR may not be your calling.

At its heart, communication is about storytelling. And storytelling comes in many forms. Writing is a solitary, introspective act. Public speaking, by contrast, requires energy, presence, and the ability to read a room in real time. Each is a distinct skill set. You might excel at one or both—or prefer completely different forms like podcasting or social media. It’s important to find the channels that best align with your strengths.

For my clients, especially when preparing them for media interviews, I emphasize this: know your three key points. Go into every conversation with a reporter knowing exactly what you want to convey. And don’t be afraid to repeat those points. A good communicator doesn’t just answer questions—they gently steer the conversation, bridging back to their messages with intention and confidence.

Another tip: know when to stop talking. Brevity is powerful. Leave room for questions, for curiosity, for connection. That’s true whether you’re in a media interview, a boardroom, or a cocktail party.

Ultimately, communication is a craft. It takes practice, awareness, and a genuine desire to connect. If you approach it with passion, patience, and humility, it will take you far.

About the Author
Amiee Watts is the Founder and CEO of Watts PR Group, a strategic communications firm serving financial services and professional firms. With over two decades of experience, Amiee is known for helping clients shape compelling narratives, land top-tier media coverage, and strengthen their brand visibility. She’s also a speaker, media coach, and former agency executive with a passion for storytelling and mentorship.

Thanks for sharing that. So, before we get any further into our conversation, can you tell our readers a bit about yourself and what you’re working on?

I’m the Founder and CEO of Watts PR Group, a strategic communications firm that helps financial services companies and entrepreneurs tell their stories and gain meaningful media exposure. What excites me most is turning complex topics—like investing, fintech, or succession planning—into compelling narratives that resonate with real people.

What makes our firm different is our hands-on, tailored approach. We don’t just “do PR”—we act as strategic partners, helping clients shape their message, land top-tier media placements, and grow their visibility in smart, sustainable ways.

Lately, I’ve been focused on two exciting initiatives: expanding our media coaching services to help executives and advisors show up confidently in interviews and launching a scalable PR program for financial advisors through a new platform partnership.

At the core of it all, I believe in the power of a good story—one that’s honest, memorable, and aligned with the client’s purpose. That’s what drives our work every day.

If you had to pick three qualities that are most important to develop, which three would you say matter most?

Looking back, the three qualities that have been most impactful in my journey are curiosity, resilience, and emotional intelligence.

Curiosity has driven me to keep learning—about people, industries, trends, and what makes a story resonate. In PR, being genuinely curious helps you ask better questions, uncover deeper insights, and craft more meaningful narratives.

Resilience has carried me through the ups and downs of agency life, client demands, and running my own business. PR can be fast-paced and unpredictable, and you have to bounce back quickly, adapt, and keep moving forward.

Emotional intelligence—the ability to read the room, listen well, and manage relationships—is absolutely essential in communications. Whether you’re working with clients, media, or your own team, understanding people is just as important as understanding strategy.

Before we go, maybe you can tell us a bit about your parents and what you feel was the most impactful thing they did for you?

The most impactful thing my parents did for me was raise me in a way that exposed me to both discipline and discovery. I grew up in a military family—my stepfather was a U.S. Army helicopter pilot, and we moved frequently, including spending my high school years living abroad in Germany. That experience taught me adaptability, resilience, and a deep appreciation for other cultures and perspectives.

At the same time, all of my parents—my mother, stepfather, father, and stepmother—modeled an incredible work ethic. My mom owned a hair salon and was disciplined and savvy with finances. My father and stepmother also worked hard and led by example. Their dedication instilled in me a strong sense of responsibility and drive, which still fuels my work today.

Living abroad opened my eyes to the richness of the world, and growing up around hard-working role models gave me the foundation to pursue my goals with purpose and grit. I feel lucky to have had both.

Contact Info:

Image Credits

Tom Sokira, Amiee Watts

Suggest a Story: BoldJourney is built on recommendations from the community; it’s how we uncover hidden gems,
so if you or someone you know deserves recognition please let us know here.
Productivity
Where do you get your work ethic from?

We’ve all heard the phrase “work hard, play hard,” but where does our work ethic

Productivity
Tactics & Strategies for Keeping Your Creativity Strong

With the rapid improvements in AI, it’s more important than ever to keep your creativity

Productivity
From Burnout to Balance: The Role of Self-Care

Burning out is one of the primary risks you face as you work towards your