Inspired by Grandpa, Proofread by Mom
Posted on May. 1, 2025 / Subscribe 0
The Roots of My PR Voice
By Chrisie Yabu, APR
What drew me to public relations? I could talk about writing, liking people and finding answers to hard questions. But, the real answer likely lives deeper. My PR journey began well before my first job. It began with the people who influenced me and the stories they carried.
I’m a fourth-generation Japanese American or Yonsei. This reflects the generations before me who experienced a great deal of resilience and perseverance. I picked up on a lot of things being involved in the San Francisco community that shaped me. Growing up, I didn’t realize I was learning about this profession at the kitchen table.
My grandpa the storyteller
My grandpa was a second-generation Japanese American or Nisei, who came of age during one of the darkest chapters in American history. He and his family were incarcerated at Tule Lake during World War II, forced to leave their homes and livelihoods because of their heritage.
After the war, grandpa was the renaissance man of his community and, in many ways, someone I feel like I take after. Although a barber by trade, he was involved in acting (he even had a small part in a movie!), sketch comedy, amateur photography, filmmaking and videography. He served as a volunteer in several civic organizations. On January 21, 1996, the third Senate District and the State of California declared it “John Kono Day,” for his work with the San Francisco Hiroshima Nikkeijin Kai.
Grandpa had a wicked sense of humor. He donned a signature pomade-glazed hairstyle indicative of a modern-day hipster. On any given day, his dance card was full of social functions, meetings, club commitments and family time.
My grandpa was a storyteller and a connector — the most powerful kind of PR there is.
My mom: The OG press agent
“It’s Feb-ru-ary not Febb-uary.” My mom. Always correcting my pronunciation. A writer, a “social girlie” and the Everett Middle School spelling bee champ. Mom gave me the art of sharing good news as our family’s unofficial press secretary.
When an organization my mom led, or when my brother or I had a milestone moment — a scholarship, a fundraiser or an award-winning performance — she’d sit down and handwrite an announcement. She’d mail it, along with photo prints, to the local newspapers. It was her way of making sure our stories were told — for affirmation, amplification and community pride.
That instinct, that sense of “your story matters and people should know,” lives in me every day as a PR pro.
Strategy is the science.
Storytelling is the soul.
Developing and refining the strategy side of PR came on-the-job and resonated to its fullest when I obtained my APR. Strategy is extremely important to the work and underscores the success of any communications initiative.
To also work in PR is to accurately tell a story. To share perspective. I carry a layered perspective. One where nuance, context and empathy aren’t just the backstory, but the real story.
These days, I feel very connected to my roots. I am enjoying a long-standing career in strategic communications. I have a sincere appreciation for visual and performing arts; and I am passionate about community involvement and leadership.
My mom would still be the first one to spot a typo. My grandpa’s values guide my voice every day. They didn’t work in PR, but they’re the reason I do. And that’s what public relations emanates at its core: the belief that representation matters, that words have power and behind every message is a story worth honoring.
Chrisie Yabu, APR is the director of public relations for KPS3, a full service marketing agency, and is a PRSA Hall of Famer. You can find her chasing the latest Asian food spots, e-biking the Pinellas Trail and feeding the turtles at the nature park.
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