Ad & PR alum working at center of presidential campaign

When Lexi Byler served as the state communications director for U.S. Sen. Tina Smith of Minnesota, she loved communicating about policies and legislation that improve the daily lives of Minnesotans. In crafting messaging that speaks to Minnesota residents, she built deeper, long-term relationships with Minnesota media and in communities, which required the ability to continually adjust priorities.

Now, as she fills the role of Minnesota communications director for the Harris-Walz presidential campaign, the scale of her work is larger and the speed is faster, as it requires navigating constant national and local media requests, working with a diverse range of stakeholders, and resonating with voters of different values across the state and country.

"With Gov. Tim Walz at the top of the ticket, there's a spotlight on Minnesota, the stakes are higher, and the strategy must align with both national and state-level concerns," Lexi says.

BS in Integrated Advertising & Public Relations

There is one communications director in every state where the Harris-Walz campaign has operations. "Since each state has unique political dynamics, demographics, and media landscapes, having a communications director in each state helps ensure that messaging is tailored effectively to resonate locally," Lexi says. In this way, Lexi's team can address specific, regional issues while holding together a broader national strategy for the campaign.

To develop and execute that strategy, handle local, state, and national media relations, guide digital and traditional media content, and prepare surrogates and campaign leaders for interviews and events, Lexi says that she needs to be able "to work under pressure and think on my feet."

That level of adaptability and self-assurance was cultivated during her time at MSUM. Lexi's advertising and public relations degree (2017) laid the foundation for her strategic communication and creative problem-solving skills. "It taught me how to craft compelling messages that resonate with diverse audiences, a crucial skill in effective campaign work," she says.

Lexi got involved in all aspects of PR on campus by working with on-campus advertising agency Flypaper, interning in the Marketing & Communications department, presenting at the National Student Advertising Competition, serving on both Student Senate and Students United, co-founding the Black Student Union, being captain of the MSUM Women's Rugby team, and apprenticing at Forum Communications in Fargo.

Those interactions with different students and local community members made her ready to connect with coalition groups and public leaders, which she says is necessary to lift up the concerns of Minnesotans. Meanwhile, her coursework outfitted her to be prepared for anything.

"The hands-on experiences, supportive faculty and staff, and collaborative learning environment equipped me with the skills, confidence, and resilience to tackle the fast-paced world of political communications," she says.

Though "responding quickly while staying on message is both exciting and demanding," Lexi says, "my favorite part of the job is telling a story that inspires and mobilizes people, helping Minnesota voters see the real stakes and take action."