Laura Cotton
Managing Director & Principal Consultant
Laura Cotton, with more than 10 years of experience with public relations and facilitating change, has been hands-on with nearly every type of change a company could undergo. Seriously … ask her. With her proven portfolio of change and communication programmes, Laura confidently (pro)claims she cannot be daunted by any task or surprised by any hurdle in business life. Maybe that’s her usual optimism speaking, but it’s as contagious as her energy and honest approach to solutions.
Just before graduating from Brigham Young University (Provo, Utah, USA) with a Bachelor of Arts in Public Relations and a minor in Business Management, Laura enjoyed a brief stint at Connect PR coordinating media pitching for high-tech clients. After graduation, Laura joined Atlantic Southeast Airlines/Delta Connection in Atlanta, Ga., USA. Under the tutorage of her “best boss ever,” Laura initiated and coordinated internal communications for the airlines quickly growing staff and external communications for its expanding markets and parent company, Delta Air Lines. She managed communications programmes supporting the company’s accelerated growth, active negotiations with labor unions, station closures and openings, new executive management, sale to SkyWest Airlines, and new corporate branding.
In 2006, Laura’s former CEO and vice president invited her to create the corporate communications department at Caribbean Airlines Services, Inc. – a division of Stanford Financial Group. She accepted and developed public relations, internal communications and advertising programmes for both Caribbean Sun Airlines (based in San Juan, Puerto Rico) and Caribbean Star Airlines (based in Antigua & Barbuda, West Indies). In her role as manager – Corporate Communications, Laura acted as chief communications counsel for the CEO and served as the communications consultant on the company’s strategic planning team.
While at Caribbean Airlines Services, Laura directed all communication for one of the biggest business collaborations in Caribbean history with the LIAT and Caribbean Star merger acquisition. In recognition of her versatility, she was appointed as the director of Caribbean Star. In this role, Laura was based in Antigua and oversaw all aspects of the airline’s ultimate closure.
Laura’s trademark is her ability to quickly read cultures and win trust. Her time in the U.S. and Caribbean has taught her valuable lessons about the differences in business and work cultures – lessons she is eager to share with others. It was that desire that motivated her to form Pearl Strategies in 2008.
With her current clients, Laura manages all types of change communication and strategic public relations initiatives with her infectious dedication and passion. She developed several corporate communications strategic plans for Caribbean Airlines in Trinidad – including its crisis communications plans; coordinates media relations for Atlanta Jazz Dance Preservation Society; developed community marketing initiatives for Heritage Security in Antigua; and has monitored personal media coverage for Caribbean government leaders.
Outside of the workplace, Laura is an avid dancer. She has been a swing dance instructor since 1997 and has been a featured dancer in performance troupes in Atlanta, Ga., and South Florida, USA. Just turn on some music and watch Laura’s eyes light up, feet tap and hips move. If not dancing, Laura usually can be found on an airplane satisfying her wanderlust.
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