[She’s Got Hustle] Leading With Authenticity in Public Sector Communications With Mary-Joy Coburn
Mary-Joy Coburn is the Director of Communications at the Orange County Employees Retirement System (OCERS), a public pension fund that provides retirement, disability, and survivor benefits to employees of Orange County and participating agencies. In January 2025, she was honored with the Public Pension Communicator of the Year – Rising Star award by the National Conference on Public Employee Retirement Systems (NCPERS). Before joining OCERS, Mary-Joy served as the Director of Communications at the Greater Los Angeles County Vector Control District from 2019 to 2023 and as a Public Information Officer at the Orange County Mosquito and Vector Control District from 2014 to 2019.
Here’s a glimpse of what you’ll learn:
- [4:39] How the 2008 recession shaped Mary-Joy Coburn’s career in communications
- [6:38] The impact of political science and broadcast journalism on Mary-Joy’s leadership style
- [10:10] The most significant leadership lesson Mary-Joy learned and why humility matters
- [13:37] Balancing internal communications, stakeholder engagement, and crisis management
- [16:28] Breaking down crisis communication and the importance of preparation
- [22:18] Strategies for building trust and transparency in government communications
- [25:33] Why Mary-Joy launched professional groups for public information officers and their impact
- [31:45] The role of AI in the future of government communications and marketing
In this episode…
Authenticity in leadership is more than just a buzzword — it’s a crucial ingredient in building trust, especially in public sector communications. In a world where transparency is expected, how can leaders foster meaningful connections with stakeholders while managing crisis situations effectively? According to Mary-Joy Coburn, a seasoned communications executive and crisis management expert, authenticity starts with humility and transparency. She highlights the importance of admitting when you don’t have all the answers while ensuring stakeholders feel heard and informed. By leading with honesty and adaptability, she has been able to navigate complex public communications, including crisis response and stakeholder engagement. Mary-Joy‘s approach emphasizes strategic storytelling, proactive crisis planning, and fostering collaboration among public information officers to build stronger, more resilient communication networks. In this episode of RAW Spotlight, host Emily Au sits down with Mary-Joy Coburn, Director of Communications at the Orange County Employees Retirement System (OCERS), to discuss how authenticity drives impactful communication in the public sector. They explore the critical role of trust in stakeholder engagement, the balance between transparency and crisis management, and the leadership strategies that elevate government communications.
Resources mentioned in this episode:
- Emily Au on LinkedIn
- Victor Huynh on LinkedIn
- Ready Artwork
- Mary-Joy Coburn on LinkedIn
- Orange County Employees Retirement System (OCERS)
- Greater Los Angeles County Vector Control District
- “[She’s Got Hustle] Creating a Greener World Through Zero Waste and Food Recovery With Kelli Farmer” on RAW Spotlight
- Microsoft Outlook
- Canva
- Adobe Photoshop
- Adobe Premiere
- FEMA (Federal Emergency Management Agency) National Disaster & Emergency Management University
Quotable Moments
- “You don’t have to be the smartest person in the room, just hire the smartest people.”
- “Crisis communications happen way before an emergency. You need a plan so you don’t overthink.”
- “Transparency and trust don’t happen overnight. You have to build it before a crisis happens.”
- “Authenticity is what makes you stand out. Bring your whole self and show up as you are.”
- “AI isn’t something to fear. If we learn to use it well, it enhances efficiency.”
Action Steps
- Develop a crisis communications plan in advance: Having a structured plan ensures your team can respond quickly and effectively when emergencies arise.
- Prioritize transparency in stakeholder engagement: Building trust before a crisis occurs fosters stronger relationships and credibility with the public and key stakeholders.
- Encourage cross-agency collaboration: Strengthening communication between public sector agencies prevents misinformation and improves coordinated responses during high-pressure situations.
- Use AI as a tool for efficiency, not replacement: Leveraging AI thoughtfully enhances productivity while ensuring human oversight maintains authenticity and strategic messaging.
- Balance workload by identifying top priorities: Recognizing what tasks truly matter helps leaders stay effective without burning out or losing focus.
Sponsor for this episode…
This episode is brought to you by Ready Artwork, where we deliver uniquely tailored B2B digital marketing services to facilitate the long-term growth of your business. At Ready Artwork, we combine data-driven insights with innovative design to help your business thrive in the digital age. From SEO and digital advertising to web development and email marketing, we have experts who help companies uncover growth in unexplored and extraordinary ways. To learn more, visit readyartwork.com or get a free proposal. Let Ready Artwork discover your full potential.
Video Podcast Transcript:
Emily Au: Welcome to The Raw Spotlight: She’s Got Hustle, a podcast series featuring fearless women transforming businesses and life through perseverance, growth, and a healthy dose of hustle. I’m your host, Emily Au, co-founder of Ready Artwork. As a designer, marketer, and entrepreneur, I’m excited to share the inspiring stories of women making a difference.
On this podcast, I spotlight women hustlers from B2B markets, major brands, local ventures, and public organizations. My guests share their success stories and how they balance passion with purpose. If you’re seeking real talk and motivation from women who hustle, you’re in the right place.
Earlier this season, I had the pleasure of speaking with Kelly Farmer, a powerhouse in communications. We discussed how cultivating a strong, authentic voice is crucial for leadership and building lasting connections. Today’s guest, Mary-Joy Coburn, shares that same commitment to fostering transparent communication. I’m thrilled to dive into her journey.
Before we get started, a quick message from our sponsor:
This episode is brought to you by Ready Artwork, where we deliver uniquely tailored digital marketing services to drive long-term growth for your organization. At Ready Artwork, we combine data-driven insights with innovative design to help your organization succeed in the digital age. Our team specializes in web development, SEO, and digital outreach. Let us amplify your traditional marketing efforts in innovative and unexpected ways. To learn more, visit readyartwork.com.
Introducing Mary-Joy Coburn
Emily Au: Joining me today is Mary-Joy Coburn, an award-winning communications executive and visionary leader with over 15 years of experience in government management, strategic planning, and crisis communications. As the Director of Communications for the Orange County Employees Retirement System (OCERS), she leads efforts in stakeholder engagement, transparency, and internal and external communications.
Prior to OCERS, Mary-Joy was the Director of Communications for the Greater Los Angeles County Vector Control District, where she redefined industry communications, conducted over 100 media interviews, and led award-winning campaigns recognized at both regional and national levels.
Beyond her professional roles, she has founded key professional groups such as Los Angeles Public Information Officials and Orange County Public Information Officials, fostering collaboration among communicators. With a background in political science, broadcast journalism, and a pursuit of a master’s degree in public administration, Mary-Joy exemplifies a dynamic, lifelong learner.
Mary-Joy, welcome to The Raw Spotlight!
Mary-Joy Coburn: Thank you so much for having me, Emily! That was such a beautiful introduction. I truly appreciate it.
Emily Au: Your bio is amazing! Before we started recording, I mentioned that I’ve been following your career, and I’m just so impressed with how far you’ve come. I remember working with you in your early days when you were doing a bit of marketing. That was over ten years ago, right?
Mary-Joy Coburn: Yes! Not to date ourselves, but it’s been a journey for sure.
Pursuing a Career in Communications
Emily Au: Let’s start from the beginning. What inspired you to pursue a career in communications and public relations?
Mary-Joy Coburn: Honestly, the recession played a huge role in my path. I initially went to school for political science and broadcast journalism, intending to become a political correspondent. But when I graduated in 2008–2009, it was during the recession, and jobs in media were scarce. Because of my media training, I was able to pivot into public relations and become a spokesperson for agencies. I understood how to pitch stories, write compelling content, and anticipate what journalists needed.
A lot of my growth came from mentorship—I had incredible people guiding me, and now, I make it a priority to mentor the next generation of communicators.
Emily Au: That’s incredible! You adapted and found your way in a competitive industry. It’s definitely a testament to your hustle.
Balancing Leadership and Crisis Communications
Emily Au: You have an interesting background in political science and journalism. How has that shaped your approach to leadership and storytelling?
Mary-Joy Coburn: I incorporate a lot of current events into my leadership. Every morning, I read the news and challenge my team to think critically about what’s happening. If we were the PR team handling a certain crisis, how would we approach it? How would we advise leadership? It’s about preparing them to be proactive rather than reactive.
Emily Au: That’s such a smart way to build strategic thinking within your team. Speaking of crisis communications, can you explain what it entails?
Mary-Joy Coburn: Crisis communication is all about preparation. A crisis could be anything—a public health outbreak, a cybersecurity breach, or a major environmental incident. The key is having a plan before the crisis happens. In my previous role, we had press releases, door hangers, and media talking points prepared for public health emergencies. That way, when something happened, we didn’t have to scramble—we just executed the plan.
Fostering Transparency in Government Communications
Emily Au: Transparency in government messaging can be challenging. How do you ensure clarity and trust in your communications?
Mary-Joy Coburn: It starts with building relationships before a crisis. In one of my earlier roles, I noticed that our agency’s leadership team was not representative of the diverse communities we served. To build trust, we started featuring frontline employees in our communications—people who were relatable to the public. Over time, this approach helped bridge the gap between the government and the community.
The Future of Communications and AI
Emily Au: Looking ahead, what emerging trends do you think will shape the communications industry in the next five years?
Mary-Joy Coburn: AI is definitely a major factor. Tools like ChatGPT and Canva have revolutionized content creation. While some traditional communicators are wary of AI, I see it as an opportunity. It can help streamline workflows, but it’s crucial to use it strategically. The human touch—authenticity and personalization—will always be essential.
Personal Mantra and Career Advice
Emily Au: What’s your personal mantra when it comes to career growth and success?
Mary-Joy Coburn: Authenticity. No one else has the same experiences, cultural background, or perspective that you do. That’s your unique advantage. Lean into it, and bring your full self into your work.
Emily Au: I love that. One final question—if you could give one piece of advice to your younger self, what would it be?
Mary-Joy Coburn: Try everything! Be open to new opportunities, even if they don’t align with your original plan. That’s how you discover your strengths and passions.
Closing
Emily Au: Mary-Joy, this has been an amazing conversation. I admire your leadership and impact on the industry. Thank you for sharing your wisdom with me and our listeners.
For those who want to connect, where can they find you?
Mary-Joy Coburn: I’m active on LinkedIn—feel free to connect with me there!
Emily Au: Wonderful! Thank you again for being on The Raw Spotlight. And thank you to our listeners for tuning in. Until next time!
