Audrey Chang is up for a challenge

Now that her beloved Washington Capitals have won the Stanley Cup, Audrey Chang has found a new team to get fired up about. The former managing director of boutique Washington strategic communications firm The Harbour Group, is joining Subject Matter as Senior Vice President – Strategic Communications on September 4. A veteran of Washington agencies such as Burson-Marsteller and Ogilvy Public Relations, Audrey is a highly regarded communications executive who translates highly complex subjects like consumer technology, life sciences and social policy into stories that resonate and persuade.

We talked to Audrey about the changing communications landscape, “wiring clients for action,” and why she loves team sports.

Subject Matter: You’ve spent your career involved in some of the highest profile campaigns in Washington for brands, advocacy organizations and trade associations. What are the biggest things that have changed in strategic communications over the course of your career?

Audrey Chang: I’d have to say it’s the proliferation of sources where people get information — whether that’s mainstream or social media, niche sites, video sources, blogs, events, experts, or as likely, a friend you trust. The growth of owned and online content has opened up another dimension for creative advocacy to engage directly with stakeholders. And an evolving media environment that is being reshaped by how and what people want to consume. These are constant challenges in strategic communications — and that’s part of the fun.

Today, there are more types of information coming at us at a faster rate than ever before. Consumers have to sift through it all to find the nuggets of factual, relevant information. How do we as communications strategists break through the clutter in order to build trust and create relevance, resonance and action? That’s our challenge as communicators, and I’m up for it.

SM: Since 2001, you’ve worked at one of Washington’s preeminent boutique strategic communications firms. What’s the advantage to your clients of working with a firm like Subject Matter?

Audrey: Clients are seeking partners who will remove the friction from their work. Our job as communications professionals has always been to help clients navigate, anticipate and meet their challenges. Being able to do that as part of an integrated team at Subject Matter, alongside talented content creators and savvy government relations experts, means that’s one less thing that clients need to worry about or manage. With this type of team in place, we can make sure clients are wired for action, ready to scale up or across capabilities when the need occurs or when the opportunity arises.

SM: You’re a diehard Washington Capitals fan. What else should clients and members of Team Subject Matter know about you?

Audrey: I’m a huge sports fan and devotee to Rocking the Red #ALLCAPS. I love that sports have the power to bring people together — you have an instant connection to someone who might not look like you, but you share this wonderful bond. It’s probably why I also enjoy trying new restaurants and types of food and traveling, which are ways to build connection. And that’s a key step to communication.