At Sweeney, great work starts with great people. We’re excited to introduce Erinn Robinson, who brings a sharp instinct for storytelling, a deep understanding of how trends, culture and news cycle impact communication messages, and a passion for meaningful work.
We sat down with Erinn to learn more about her background, what drives her and what she’s excited to bring to the team.
Q: Tell us about your background and how you got started in communications?
My career in communications and marketing really started during my time on Capitol Hill. I was working for a senator focused on international relations, and that’s where I first saw the power of storytelling at a global scale.
I started in the front office, which ended up being one of the best training grounds for communications and PR. I was interacting with media, stakeholders and a wide range of audiences every day. It taught me quickly that no two days are the same and that the trending topics drive what gets talked about on social media and in the traditional media on any given day.
From there, I moved into a press assistant role where I focused on news monitoring, writing press materials and learning how stories evolve in real time. That experience really shaped how I think about timing, messaging and seizing opportunities to get key messages out to target audiences.
Q: How did your experience evolve from there?
After Capitol Hill, I moved into a communications director role on a Georgia gubernatorial campaign. That’s where things shifted from observing to executing.
I was responsible for shaping messaging, advising the candidate and identifying when and how to engage with the media. It pushed me to think strategically, not just about what we were saying, but how it would resonate and when it mattered most.
From there, I went on to the nation’s largest anti-sexual violence organization, where my work expanded beyond media relations into full-scale narrative development. I worked across policy, partnerships and entertainment, helping shape how complex and sensitive issues were communicated to the public. We even consulted for some of the biggest names in streaming TV on how best to portray (and market) shows or movies that depict domestic or sexual violence.
Q: What’s one project or campaign that stands out to you?
One that stands out is a PSA campaign with RAINN focused on the experience survivors face when waiting for care after trauma.
What made it meaningful was how we used it across multiple channels. It wasn’t just one piece of content. It became a broadcast campaign, a digital campaign and a policy tool.
We were able to show lawmakers the real human impact behind the issue. That’s when storytelling goes beyond awareness and actually helps drive change, which I find incredibly meaningful.
Q: What would you say is your greatest strength?
I think my strength is agility and responsiveness to culture, trends and news cycles.
You can have the best messaging and creative in the world, but if it doesn’t meet the moment, it won’t have the impact it should. I focus on identifying those moments — when a story can break through — and on making sure the work we’re doing gets the visibility it deserves.
Q: What drew you to Sweeney?
I’ve spent my career working in-house, so the opportunity to move into an agency environment was really exciting!
What stood out about Sweeney specifically was the diversity of the clients and the stories we get to tell. From business-to-government focused work to consumer brands, there’s a real range of opportunity here. That kind of variety pushes you to grow. It sharpens your skills and challenges you to think differently across industries and audiences.
Q: What do you like to do outside of work?
I love live music, so you’ll usually find me at concerts when I’m not working.
I also spend a lot of time outdoors. Hiking with my dog, Penny, being in the garden or just getting outside. It helps me reset and stay creative. That balance is important. It keeps me energized and brings a fresh perspective to the work.
Welcome Erinn!
