The Power of Owning Your Confidence: Why Women Must Share Their Wins — Insights from a VEST Member and PR Expert

VEST Member Kristi Eaton, Founder of KE Communications

In a world where women are often encouraged to 'stay humble' instead of 'get noticed,' Kristi Eaton is on a mission to change the narrative.

A seasoned journalist, Kristi spent years telling powerful stories from underserved communities and conflict zones across the globe. Today, she channels that same passion and precision into helping mission-driven leaders—especially women—amplify their voices, secure media coverage, and own their expertise with confidence.

As founder of KE Communications, Kristi knows firsthand that the most impactful work doesn’t always get the spotlight it deserves. Through her firm, she helps women-led organizations uncover what makes their stories compelling and timely—bridging the gap between meaningful work and public recognition. Her message to women is clear: sharing your success isn’t self-promotion—it’s strategy.

“Opportunities don’t always go to the most qualified, but to the most vocal about their accomplishments.”

Whether you’re launching a business, leading a nonprofit, or advocating for change, Kristi believes visibility is not just a luxury—it’s a leadership imperative. And in a media landscape that’s more dynamic (and more confusing) than ever, she’s here to make sure women aren’t just part of the conversation—they’re leading it.

Q&A with VEST Member and Coach Kristi Eaton

You transitioned from a successful career in journalism to launching your own communications firm. What inspired that shift?

I loved my time in journalism and learned a lot and traveled a lot. But there came a point in which I felt a bit stifled - creatively, financially and strategically. I was itching for a new challenge, and while the transition was slow at first, it picked up when I started my own business and I dove headfirst into running my business. 

As someone who’s written for major national and international outlets, what do you think mission-driven leaders often misunderstand about media—and how can they better leverage it?

I think mission-driven leaders don’t realize that a great communications plan incorporates both social media AND earned media in traditional, or “legacy,” news outlets as well as newer outlets, like Substack newsletters. An earned media strategy is very important to brand awareness. It gives a credence that social media can’t always capture. I think mission-driven leaders can better leverage media by working with people like myself and also educating themselves about the media landscape through keeping up to date with the news, the news cycle and just engaging with reporters and editors on various platforms. 

At KE Communications, you work with organizations making real change. What do you look for in a powerful story, and how do you help clients uncover and elevate theirs?

At KE Communications I consider big picture stories as well as more nuanced stories. I tend to consider someone’s personal background story, their story of transformation or mission-driven work, and I also consider a very important question: Why now? I help clients uncover these stories through asking questions and getting them thinking like a journalist who is pitched many times per day: What makes them stand out among their peers?

You’ve reported from around the world, including in conflict zones and underserved communities. How have those experiences informed your perspective on equity and inclusion in communications? 

I’ve always said I wanted to use my own background and points of privilege to uplift other communities. While I don’t want to take their voice and speak for them, as a journalist I had a powerful platform and was able to share their stories in meaningful ways through their own quotes and interviews. The work in the various communities opened my eyes to a world outside of the United States/Global North and educated me in a way that no textbook could. It also has informed how I live my life in the U.S. - I strive to connect people, advocate for the marginalized, and live a life that I’m proud of. 

Women are often taught to be humble rather than visible. What advice do you give to women who struggle to ‘own’ their voice or expertise in public forums? 

I am a writer at heart and I have no problem touting my successes in the written word. For me, sharing my success in a public setting like an awards event or similar event can be overwhelming. However, I have learned over the years the importance of touting your successes. I believe opportunities don’t always go to the most qualified, but the most vocal about their accomplishment. I keep that in mind. It could be starting small. My friends often share our weekly wins with each other. Start there and eventually move to a more public forum like LinkedIn or your own personal website. 

As a communications strategist and entrepreneur, what are the biggest lessons you’ve learned about building trust—both with clients and within communities?

Public Relations and communications work requires a lot of strategy but also some pure luck that is out of your control. Being open about what you can control and what you can’t is important to convey and share with clients and within the communities you work. You don’t want to make false promises you can’t keep. 

What drew you to VEST as a coach, and how do you see your experience in journalism and strategy helping other women increase their influence and visibility?

I’m always looking for ways to support other women, and I thought this was a nice way to do that. I personally enjoy learning from others, particularly in a one-on-one setting, and I thought VEST coaching would be an opportunity for me to help support other women with questions they have around gaining visibility in the media landscape. The media world can be confusing for someone who comes from a different sector so I hope to help educate women on the industry and best practices. 

Many women-led organizations are doing important work but don’t always get the attention they deserve. What’s one thing every woman leader should know about pitching their story or gaining media traction? 

I think it’s important to remember it’s not necessarily the journalist you know or the day of the week that you pitch your story, it’s that the story has all the necessary ingredients to make it a thrilling read for the audience. Journalists want to get eyes on their stories, so it’s important to remember to ask: Why now? Why your organization? What’s the impact?

What has surprised you most about running your own business—and what advice would you offer to other women thinking about launching their own communications firm or consultancy?

I think what has surprised me the most is how I am juggling doing the actual day-to-day communications/PR work with growing my business through business development opportunities and networking. It’s like two jobs in one. I think it’s important for women to know that when starting a new business you may have some automatic clients who come to you but there will be times when business development is crucial to maintaining the business. Keep at it and don’t give in to doubts. 

When you think about building a more equitable future for women—especially in media and entrepreneurship—what gives you hope, and where do you see the greatest opportunity for transformation?

I am heartened by the fact that there are more BIPOC-centered news outlets, as well as outlets by and for the communities they serve, than there were even 10 years ago. I hope this trend continues, and as more people get into media entrepreneurship, I hope it will open up the doors to more opportunities for women.