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Relationships to Relatable Awe: The story of two PRSSA Olympic Storytellers

For public relations students, the Olympics may feel worlds away. Yet for two PRSSA members, contributing to one of the world’s most watched events was made possible through two things foundational to PRSSA: relationship-building and the ability to tell stories that resonate. 

Current member Jacqueline (Jackie) Litowinsky, president of Seton Hall University’s PRSSA Chapter, and former member Isabella (Bella) LoBue, a 2024 Hofstra graduate and former Chapter president now working as an assignment editor with NBC News, each helped shape how audiences experienced the 2026 Milano Cortina Winter Olympics. 

Though their paths into the Games differed, both relied on professional connections and storytelling instincts to contribute to coverage reaching millions worldwide. 

Relationships as the Starting Line

One of the clearest connections between Jackie’s and Bella’s journeys is the role relationships played in opening doors to Olympic opportunities.

For Jackie, the pathway began in the classroom. Through a live sports video production course taught by industry professionals, she gained exposure to the collaborative effort required to bring a global broadcast like the Olympics to life. Learning directly from practitioners provided insight into both the technical and storytelling considerations behind sports coverage and ultimately helped her secure a role supporting NBC’s Olympic programming.

Bella’s experience demonstrates how professional relationships continue to create opportunities. After contributing to coverage during the 2024 Paris Summer Olympics, she was invited back to support the Winter Olympics, reinforcing how trust, reliability and demonstrated skill can lead to continued involvement in major global events.

Together, their experiences reflect a familiar PRSSA principle: Professional relationships built through curiosity, collaboration and strong work ethic often become the foundation for career-defining opportunities.

Storytelling Behind the Scenes and Across Screens

While both professionals contributed to Olympic storytelling, their roles illustrate how narratives take shape across multiple channels — from broadcast segments to social media moments reaching global audiences in real time.

As a production intern working on Olympic Zone, Jackie helped log footage, pull soundbites and support producers as they developed segments highlighting athletes’ journeys. Through that process, she observed how storytelling often comes down to selecting details that allow audiences to connect emotionally with competition.

NBC’s storytelling philosophy centered on what the network describes as “relatable awe,” highlighting both extraordinary achievement and the human stories behind it. Jackie saw this approach reflected in storylines such as Breezy Johnson winning gold on the same slopes where she had previously been injured, Mikaela Shiffrin competing while honoring the memory of her father and Alysa Liu returning to the sport with renewed passion.

“These stories appeal to everyone,” Jackie said, noting that even small moments can shape how audiences understand the broader narrative of the Games.

Bella contributed to storytelling from a digital perspective, where speed and audience awareness are essential. Her role involved monitoring multiple live feeds simultaneously to identify moments that could resonate across platforms including NBC Olympics social channels, Peacock’s Gold Zone and primetime broadcasts.

One particularly memorable moment came when Bella noticed figure skater Alysa Liu applying Rare Beauty lipstick before competition. Recognizing the relevance of the moment, she pitched the clip for social distribution. The video gained traction online and was later reposted by Selena Gomez, founder of Rare Beauty.

“I felt very proud that my work was impacting people’s perspectives on the Games,” Bella said.

Together, Jackie’s and Bella’s experiences demonstrate how storytelling decisions — whether selecting broadcast footage or identifying shareable social moments — shape how audiences experience the Olympics.

Communicating to a Global Audience

The Olympics present a unique communications challenge: crafting stories that resonate across cultures, languages and time zones while maintaining authenticity.

For Jackie, working within NBC’s production environment illustrated how universal emotional themes help stories translate globally. Highlighting perseverance, family support and personal growth allows viewers from different backgrounds to see themselves reflected in athletes’ experiences.

Bella similarly emphasized the importance of understanding audiences when pitching content. With multiple competitions happening simultaneously, identifying which moments would perform best across specific platforms required strategic thinking and a clear understanding of audience behavior.

Both professionals relied on a core public relations skill: recognizing that effective storytelling depends not only on what is communicated, but on how audiences connect with the message.

Preparing for High-Pressure Opportunities

Working the Olympics requires adaptability, collaboration and the ability to perform under tight deadlines.

Jackie described the fast-paced environment as unlike any previous experience, with long production days and constant coordination among producers, editors and assistants working toward daily broadcast deadlines.

Bella also noted the intensity of keeping up with simultaneous competitions and the constant demand for digital content. Monitoring multiple live feeds at once required initiative, focus and the ability to quickly identify moments aligned with audience interests.

Both emphasize that preparation begins long before the Games themselves. Campus involvement, internships and collaborative experiences help develop the communication instincts necessary to contribute effectively in high-pressure environments.

Their journeys demonstrate that while the Olympics represent the pinnacle of global storytelling, the skills required to succeed are developed gradually through consistent practice and professional engagement. 

Though Jackie and Bella contributed to the Winter Olympics in different roles, their experiences share a common foundation in storytelling and professional relationships. From production rooms to social strategy discussions, both helped shape how audiences connected with athletes and their journeys. For PRSSA members interested in high-impact communications opportunities, their paths serve as a reminder that the road to global storytelling often begins closer to home than you might think.