Brandi Boatner: Manager, Digital & Advocacy Communications, IBM

“You’ve got to remain true to yourself, because there are enough people telling you what you can’t do. I will always tell you what you can do,” Brandi Boatner tells young black women. “We’re going to make change together, but you have to be true to yourself. You have to be authentic. If you’re not, what’s the point?”

Boatner speaks to how the standards have changed for social media and social justice, owning your uniqueness as a black woman, opening the door for others and living through hard-earned resilience in New Orleans.

From People Person to PR Person

Boatner has always been a people person. Fascinated with physics, she started out as a physics pre-med major, until she realized being alone with lasers in the lab wasn’t her happy place. While she wasn’t drawn by the image of a public relations (PR) woman, Boatner was attracted to interacting with people and influencing behavior and has been enamored ever since.

“I love the work, I love the people, and using technology to impact and make the world better feeds my soul,” she says of twelve years at IBM. Boatner began when brands were just finding their footing in using social media to create awareness and drive business, and she’s been fascinated by how social media changed in the last two years as organizations had to discover how to communicate and live their values online.

“Once the pandemic happened, everyone had to shift their social strategies: it was no longer about product, but people. You had to be empathetic, sympathetic and not tone deaf to what was happening in the world,” she says. “Now you’re seeing more posts with purpose. You’re seeing the platform being used to stay in touch and informed, and to stay aligned to values.”

Brands Becoming Value Advocates

In the wake of George Floyd’s death, companies were given a wake up call to be more accountable to identifying, communicating and living their values, which also shifted her role when it comes to leading social justice communications.

“If in today’s environment, you as a brand are not sharing your values and what you believe in on social media, that’s problematic. If you are not speaking out against injustice, discrimination and bias, which we all have, that is problematic,” says Boatner. “Today, companies have to advocate not only for the brand but also for what their employees expect them to advocate for: What are your brand values? What do you stand for? What do you stand against?“

Born and raised in New Orleans, she has internalized Southern values such as approaching other with genuine friendliness, not prying on topics such as politics and religion, and looking to the brighter side for opportunity: “I say PR is the ER, because there’s always something happening. It may be easy to say ‘this is the worst thing to happen’, but I always ask, ‘what’s the lesson to be learned, what are we taking away?’ Yes, we will come to a resolution, but what can we learn and do differently?”

Elevating Social Justice and Action on DEI

Boatner is proud to have led the catalyst Emb(race) pledge, working with senior leadership, which launched on June 1st 2020, in which “IBM and IBMers stand with the Black community and call for change to ensure racial equality”- a campaign for policy change and opportunity creation “to help transform this moment of clarity into lasting change.” The effort has expanded to support other race and ethnic communities, including AAPI.

Launched in September 2020 to transform workplace dynamics, she’s been supporting key initiatives for the Transformation and Culture function, focused on growth, inclusion, innovation and feedback. The function’s mission is led by Obed Louissaint, one of her mentors and a black executive at IBM whose role became the SVP of Transformation and Culture.

“HR is a huge juggernaut,” says Boatner. “So how do you carve out a role specifically looking at organizational culture? I have the distinct pleasure to support Louissant’s team with external and social activities and help drive culture change within the company.”

Honored as a changemaker in 2021 by PRNEWS, Boatner observes 2020 brought an impossible-to-unsee reckoning: “It was time to have the uncomfortable conversations around racism and things that happen every day, like microaggressions, code-switching, as well as privilege, which I don’t see as a dirty word. I’ve been taking about D&I for a long time, but we weren’t having those conversations in this context before. People had to get comfortable with being uncomfortable to address these topics.”

In the past year or two, Boatner observes the game has moved from talk to a focus on tangible actions to drive change: “I do believe that we are making the right steps, but there’s just so much more work to be done because after 400 years, there’s a lot of areas for improvement and it’s not going to be ticking a neat checklist,” she notes.

Opening The Door For Others, Wider Yet

Since becoming the first black woman to serve as the National President of the Public Relations Student Society of America (PRSSA), Boatner has been attuned to what it means to have either the presence or absence of those who walk before you.

“I was the first one, which confused me for an organization that had existed for over forty years,” says Boatner. “At the same time, there were several black women who had led the professional society, so that told me that when I graduated, if I ever wanted to PRSA president, somebody had laid the groundwork before me. I wouldn’t have to be the first this time.”

Boatner feels representation is so important and is inspired, not dissuaded, to be the change: “Whether a lot of people look like me in Corporate America leadership, it has to start somewhere – such as talking to historically black colleges about why PR is a viable career. My attitude is when I am in a position of power, there are people to open the door for, because a bunch opened the door for me to be where I am.”

Among those who have inspired and empowered her, she includes black female executives Judith Harrison, Renetta McCann, Helen Shelton, Debra Miller, and more trailblazing women: “Let’s leave our mark, they showed me, so that’s what I am trying to do. But I’ve never wanted to be black Brandi. It’s Brandi, rockstar and badass, and she just happens to be black.”

Outside her organization, Boatner has had her moments of confronting thinly veiled racist interactions – such as having to make her position in the room clear (and it’s to speak, not get the coffee) or tolerate being handled with kid gloves (such as being presented negative news in a way that seeks to pre-empt or manage the angry black woman stereotype).

When it comes to allyship, she says you have to stop playing safe and stop sitting on the sidelines: “If you’re not an agent of change, you’re literally just a spectator. You won’t roll up your sleeves. It’s great you want to be an ally, but I would really love an accomplice – somebody who can get me into the spaces that I can’t yet get in and can change the way people think and look, because they’re already in that space.”

Being Your Authentic Whole Self, Above the Challenges

Boatner is more at home speaking to a crowd of thousands than a room of a dozen people. She wants to be seen as the Beyoncé of the business world: “I want people to be like, she is a force, she is effervescent,” she says (which she is). “But at the end of the day, I am the epitome of realness. What you see is what you get, and I’m a lot for people to take. I know I live at a twelve on a ten scale, and I’ve tried to come down to a six but that feels uncomfortable, so I decided I’m going back to twelve. That’s who I am and that’s a leadership quality.”

She also values realness and aliveness in those she works with: “I like people who work towards a common goal. I don’t want the naysayers – the we can’ts or the woulda, shoulda, coulda’s. I like people who inspire and empower.”

Boatner makes a point to reach out to black women to encourage owning their roots and raise their vision beyond the possibilities they see for themselves: “I always tell young black women that your blackness is part of your uniqueness. No one can take that from you. I feel as a race and ethnicity, we have a unique set of characteristics and traits as black women that are all our own. And that is something to be proud of and that is something to be shared and that is something to be recognized and valued. No one, I mean no one, should take that from them, including themselves,” emphasizes Boatner. “They are sometimes their own worst enemy.”

She notes that many things are and will feel stacked against you and you’re going to run into hard days, racism and bigoted people, but she urges young black women to let none of that define their possibilities.

Resilience in The Wake of Trauma

Boatner’s greatest passion in her life is her family in New Orleans, and it’s together with her family that she has faced her most difficult challenges.

Sixteen years ago, her family lost their home in Hurricane Katrina, after the roof blew off their house and they were forced to flee and hunker in the storm, salvaging ultimately only what had been stored in a fire-resistant lockbox by her father, such as her birth certificate. And just last year, and exactly sixteen years to the day of this first devastating life-changing experience, Hurricane Ida struck New Orleans and again took her grandparents family home (where her mother grew up) and flooded her mother’s hometown.

Watching in horror from New York and praying not to see her family turn up on CNN, Boatner felt helpless, triggered by the past trauma of Katrina, and desperate to get her mom to New York: “It was incredibly difficult to go through that, and if it wasn’t for my colleagues and best friends, I don’t think I would have been able to get through it. Here I am the woman always trying to make things happen, and I couldn’t do anything. It was crippling and suffocating.”

Boatner had to “dig deep” and being a mindfulness leader supported her, but she reflects it would have been easy to go down a very dark path: “Talk about resilience – my family and the citizens of New Orleans are made of tough stuff because we’ve been through something terrible, now twice.” She notes that people often want to glamorize the survivor story, but when you’ve lived it, you don’t want to relive, dramatize or be defined by it.

“I love my family, I love my Louisiana, I love my tribe,” she says, grateful today that despite the impossible loss, everyone is here and well.

By Aimee Hansen