UA Little Rock Alumna Named PRSA Woman of Impact
Kristen Vandaveer Nicholson lives by the philosophy that the most meaningful measures of success aren’t awards or accolades, but the people you help along the way.
The University of Arkansas at Little Rock alumna has established a career in public relations and strategic communications by building relationships, earning trust, and helping others succeed. Now, Nicholson has been recognized as one of the inaugural recipients of the Public Relations Society of America’s Women of Impact Awards in the Social Influencer category.
“I was genuinely surprised and incredibly honored,” Nicholson said. “PRSA has been such an important part of my professional journey, so to be recognized as one of the inaugural Women of Impact recipients made it especially meaningful.”
Nicholson, vice president of strategic communications at Little Rock-based marketing agency mhp.si, said the recognition represents more than her individual accomplishments.
“The Social Influencer category reflects work our team has been building for years, helping organizations move beyond simply posting on social media to creating content that truly influences audiences, builds trust and drives business results,” Nicholson said. “While my name is on the award, it really represents the talented colleagues and clients who have embraced innovation and trusted us to try new approaches together.”
Nicholson earned bachelor’s degrees in journalism, with a public relations emphasis, and political science from UA Little Rock. She was drawn to the university in part because of its location in the state’s capital and its connections to Arkansas’ business and media communities.
Nicholson took classes alongside aspiring journalists who later became reporters, editors, and news leaders across the state. When she entered public relations, many of the journalists she worked with were already familiar faces.
“UA Little Rock didn’t just prepare me academically; it helped me establish a professional network that opened doors early in my career and continues to benefit me today,” Nicholson said. “Going to school in the capital city with the largest media market in our state was a major factor in my decision to study journalism and political science at UA Little Rock.”
Nicholson also credits Amy O. Barnes, APR, now associate professor emeritus in the School of Mass Communication, with putting her on the path to a career in public relations. Barnes encouraged Nicholson to pursue her first internship, which gave her hands-on agency experience and confirmed her interest in the profession.
“She didn’t just teach public relations. She inspired it,” Nicholson said. “Amy encouraged me to pursue my very first internship, and looking back, that single piece of advice changed the trajectory of my career.”
Barnes said she recognized Nicholson’s potential early.
“I knew from the beginning that Kristen was going to have an important impact on the work, on the profession and, most importantly, on the people around her,” Barnes said. “I have never been more proud to be right.”
After graduating, Nicholson began her career in nonprofit communications, where she gained experience across the profession. She wrote media releases, planned events, managed volunteers, developed marketing campaigns, created advertising copy and newsletters, updated websites, and served as a spokesperson.
“I rarely said no to an opportunity. I simply figured it out,” she said.
That experience prepared her for the variety and pace of agency work. Nicholson joined mhp.si in 2011 and has since helped launch its Content Studio, become a shareholder, and risen to vice president of strategic communications.
Today, she leads a team whose work includes strategic planning, crisis management, executive thought leadership, influencer marketing, social media strategy, and integrated campaigns.
Sharon Tallach Vogelpohl, president and CEO of mhp.si, said Nicholson’s leadership goes beyond delivering results for clients.
“I’m often quoted as describing the agency business as the ultimate team sport, and Kristen is truly an all-star player in terms of her exceptional skills, work ethic, and leadership,” Vogelpohl said. “She provides an environment of professionalism, trust, and access to help people grow and excel.”
Nicholson has also adapted to a communications industry that looks considerably different from the one she entered after college. She graduated when Facebook was still in its infancy and before Instagram existed. Today, public relations increasingly intersects with social media, influencer marketing, search engine optimization, artificial intelligence, and digital marketing.
“I’ve always believed it’s important to embrace change early rather than resist it,” Nicholson said. “The channels will continue to change, but the goal remains the same: reaching the right audience with the right message in the most effective way.”
Nicholson has earned her Accreditation in Public Relations, served as president of the Arkansas chapter of PRSA, spoken at PRSA ICON, and received multiple national PRSA Silver Anvil Awards. She has also advised CEOs and executive leadership teams at Fortune 500 companies, major healthcare systems, and other organizations across the country.
But as her career has progressed, so has the way she approaches success.
“Early in my career, I measured success by awards, campaigns, and big wins,” Nicholson said. “Today, I measure it by the people around me.”
Nicholson credits mentors with challenging her, opening doors, and encouraging her to pursue new opportunities. As a leader, she now tries to do the same for others.
“If someone isn’t confident enough to speak up, I believe it’s my responsibility to help them find their voice,” Nicholson said. “Watching someone gain confidence, step into leadership, or accomplish something they once thought was out of reach is far more rewarding than any award I’ve received. That’s the kind of impact I hope to leave.”
Barnes has seen that commitment extend to another generation of UA Little Rock students, referring several to Nicholson for internships and career guidance.
“I’ve sent several students her way for internships and counseling, and she has been more than willing to give them a boost up their own career ladders,” Barnes said. “She deserves any and all accolades the profession provides.”
Nicholson’s connection to UA Little Rock has also come full circle through mhp.si’s work with the university. She returns to campus to speak with students and now helps tell the story of the university that helped launch her career.
“UA Little Rock invested in me early in my career, so having the opportunity to give back professionally feels very full circle,” Nicholson said. “It’s rewarding to help tell the university’s story while also seeing firsthand how it’s preparing the next generation of communicators.”
For students hoping to build careers in public relations, marketing, social media, or strategic communications, Nicholson encourages them to take chances and remain willing to learn.
“Say yes to opportunities, even the ones that seem intimidating,” Nicholson said. “Every internship, volunteer project, networking event, and stretch assignment teaches you something valuable. Don’t worry so much about having every answer; focus on being curious, adaptable and willing to learn.”
She also encourages students to get involved with PRSA early. Nicholson joined UA Little Rock’s chapter of the Public Relations Student Society of America (PRSSA), the student organization affiliated with PRSA, and served in a leadership role.
“The professionals who thrive aren’t necessarily the ones who know the most today,” Nicholson said. “They’re the ones who remain curious, embrace change, and never stop learning.”