Erica Johnson of LVCVA on Telling Las Vegas’s Story

When your job is to help promote one of the most famous cities in the world, it helps to know how to tell a good story. Erica Johnson does — because she started her career reporting on them.

Erica Johnson is the director of communications for the Las Vegas Convention and Visitors Authority — the destination management organization that drives tourism to the destination and markets Las Vegas as the Sports and Entertainment Capital of the World.

Formerly a newspaper reporter, Johnson has more than 20 years of experience in journalism and public relations, having led PR and communications for luxury hotel brands, including Four Seasons and Waldorf Astoria, as well as gaming and hospitality corporations such as Caesars Entertainment. 

Here, she talks with Managing Editor Amy Jacques about what makes an innovative and creative story, what’s top of mind in the travel and tourism industry right now, and advice for the future generation of PR pros. 

How did you first get started in your PR career, and how did you come to work for the Las Vegas Convention & Visitors Authority? 

Like many PR professionals, I began my career as a newspaper reporter. My first post-journalism position was as a PR coordinator at R&R Partners, an advertising and PR agency where I worked on the Las Vegas Convention and Visitors Authority (LVCVA) account promoting Las Vegas. 

Over the next 15 years, I held PR roles at hospitality brands, including Four Seasons, Waldorf Astoria and Caesars Entertainment, before accepting a communications director role with the LVCVA., Shifting from public relations to corporate communications not only presented an opportunity to grow professionally but also joining the LVCVA brought my career full circle. 

You’ve been a PRSA member for nearly 10 years. Why did you initially decide to join PRSA, and what inspired you to stay involved?

I joined PRSA to stay connected to our industry, which continues to grow and evolve. At each stage of my career, I’ve greatly benefited from the valuable insights, professional network and best practices that the organization offers.

What are some of the challenges you’ve faced in your career during the past few years? And what are some of the creative and innovative ways you’ve seen communicators adapt during this time? 

Rising skepticism and the dynamic, fast-paced nature of the news cycle continue to pose challenges for communicators. In my experience, meeting this moment often requires getting back to basics. In the corporate communications space, I’ve seen a shift away from overly polished, carefully crafted soundbites to more direct, transparent messaging. Audiences are more discerning than ever, and they respond to communication that feels honest and human. 

As a former journalist and a seasoned media relations strategist, what do you think makes an innovative and creative story — what are some of the key components to engaging your audience?

Whether covering news or crafting messaging for an organization or destination, good stories start with understanding your audience. Know who you’re speaking to and what matters to them. The most engaging stories offer a fresh, relevant perspective supported by compelling visuals or data. But creating an emotional connection between the message and the audience is what drives impact. 

What are some of the opportunities and exciting things you’re seeing in the PR profession right now? And what’s top of mind among your peers and leadership right now — specifically in the travel and tourism industry?

In Las Vegas, we’re seeing a shift away from extravagant, bucket-list items to more authentic, meaningful experiences. Travelers want experiences that reflect their values and foster genuine connection, and those experiences can be found at any price point, on any budget. Tourism leaders are considering how to promote destinations in ways that are easily accessible, affordable and culturally relevant.

Is there a project, campaign or experience you’re most proud of from your past 25 years of work in the PR profession?

I’m incredibly proud of the communications efforts our team led during the pandemic. We collaborated across departments, from marketing to operations and sales, to ensure that our messaging was aligned. During a time of global uncertainty, we were very intentional about how we communicated with our visitors, workforce, building customers and resort partners. We delivered clear, consistent, relevant information and our approach strengthened our organization’s role as a trusted voice for the destination. 

What advice can you share with the future generation of PR pros? 

Prioritizing relationships over transactions has always served me well. Networking is important, but building meaningful relationships, without expecting anything in return, can have a powerful impact on your career. Show up, add value and do the right thing. Trusted connections can help open doors to new opportunities and lend support during challenges. In an industry that is constantly changing, your reputation and relationships are your greatest assets.