This interview is with Christine Wetzler, President & Founder at Pietryla PR & Marketing.

Christine Wetzler, President & Founder, Pietryla PR & Marketing

Christine, for those who may not be familiar with your work, can you tell us a bit about your background and how you became involved in public relations within the packaging, energy, and sustainability sectors?

Absolutely! My journey into public relations started in college, where I fell in love with the challenge of shaping narratives and connecting brands with their audiences. After graduating, I began my career at a Chicago agency in 1999, working as a global marcom manager for Dow Performance Foams and Engineered Films and Laminates. It was a pivotal experience, managing a $1.2 million budget and learning the nuances of B2B communication. From there, I moved into leading B2B PR at a Michigan Avenue agency, where I had the opportunity to work with major clients like 3M Fluoropolymers and Rexam Beverage Can.

One standout moment was helping Rexam open its new North American headquarters in Chicago—a project that taught me how to blend PR strategy with corporate objectives seamlessly. I started my own agency in 2002 to focus on industries where I could make the most impact. Packaging, energy, and sustainability became my core focus because of their critical role in shaping the future of business and the planet.

I’ve always been drawn to the intersection of innovation and storytelling, and these sectors offer endless opportunities to do both. Today, I lead a global team that specializes in amplifying client news and brand stories within these industries.

We focus on helping companies modernize their marketing and public relations, integrating internet strategies, and emphasizing transparency—something I’m particularly passionate about when it comes to recycling and sustainability messaging. My work is deeply rooted in my belief that effective communication can drive change and help businesses make a real impact.

What are some of the key moments or pivotal decisions that have shaped your career trajectory in this field?

Several key moments and pivotal decisions have shaped my career trajectory in public relations. One of the first major turning points came early in my career when I joined a Chicago agency and was positioned as a global marcom manager for a client. I was really young, and managing a $1.2 million budget for Dow Performance Foams and Engineered Films and Laminates taught me how to execute large-scale campaigns while aligning PR strategies with broader corporate goals.

I think that learning like that usually doesn't occur until much later, so I'm fortunate. During this time, I realized I had a knack for translating complex technical concepts into compelling narratives and could create, communicate, and execute a multi-channel strategy—skills foundational to my success. Another pivotal decision was working at a Michigan Avenue agency that did more than PR.

At that firm, I worked with brands like 3M Fluoropolymers and Rexam Beverage Can—helping Rexam open its North American headquarters in Chicago was not just a career milestone but also a crash course in executive planning. This experience gave me the confidence to handle high-stakes projects and foster collaboration across diverse stakeholders. Curiously, it also showed me what not to do in many situations.

That knowledge was just as important. The most defining moment, however, was starting my own agency in 2002. It was a bold move, driven by the desire to focus on industries I was passionate about—packaging, energy, and sustainability. I wanted to work directly with companies innovating and addressing critical issues like environmental impact and resource efficiency.

This decision allowed me to carve out a niche and build a reputation for meaningfully helping clients tell their stories. I feel invigorated by leaning into transparency and tackling misinformation. These sectors, materials and energy, are often misunderstood, and I felt compelled to help businesses communicate their efforts authentically.

Today, these values guide much of my work, from shaping thought leadership to crafting campaigns highlighting innovation and responsibility. Throughout my career, the common thread has been a focus on aligning strategy with authenticity and fostering strong relationships—whether with clients, journalists, and stakeholders. These moments and decisions have defined my path and reaffirmed my belief in the power of thoughtful, purpose-driven communication.

You've mentioned monitoring consumer sentiment around issues like void-fill packaging. Can you share an example of a PR campaign you admired that successfully addressed a sustainability concern in packaging? What made it resonate with the public?

One PR campaign that stands out is the "How2Recycle" labeling overhaul, which has become a game-changer in addressing sustainability concerns in packaging. While not tied to a single brand, the campaign behind its widespread adoption effectively tackled one of the most critical issues in sustainable packaging: consumer confusion about recycling.

The How2Recycle initiative simplifies recycling instructions on packaging by creating standardized, easy-to-understand labels. The PR campaign surrounding its launch and adoption focused on transparency and education, using clear messaging to demonstrate how brands adopting the label contributed to a circular economy. What made this campaign resonate with the public was its consumer-first approach.

It addressed a real frustration—unclear recycling guidelines—and provided a solution that empowered people to make more sustainable choices. By focusing on collaboration and transparency, the campaign effectively aligned the interests of brands, consumers, and environmental advocates. The success of How2Recycle demonstrates the power of clarity and actionable information in sustainability communications.

It’s a great example of how a campaign can shift behavior by removing barriers and inviting the public to be part of the solution—an approach I often encourage clients to emulate in their PR efforts.

Building on that, what are some common misconceptions or challenges brands face when communicating their sustainability efforts in the packaging industry? How can PR professionals help them overcome these hurdles?

One of the most common misconceptions brands face when communicating their sustainability efforts in the packaging industry is the belief that simply claiming “green” or “eco-friendly” is enough to win over consumers. In reality, vague or unsupported claims can lead to skepticism, or worse, accusations of greenwashing. Another challenge is navigating the complexity of sustainability itself—terms like “biodegradable,” “recyclable,” and “compostable” are often misunderstood by both brands and consumers, which can create confusion or misaligned expectations.

I write about these issues often because transparency and clarity are critical in overcoming these hurdles. PR professionals can help by guiding brands to focus on specifics and back up their claims with verifiable data. For example, instead of saying a package is "eco-friendly," brands should communicate that it’s made with 30% recycled content and reduces greenhouse gas emissions by a measurable percentage.

Numbers and certifications lend credibility to sustainability messaging. Another way PR professionals can add value is by educating brands about the importance of storytelling. Highlighting real-world examples, like how their sustainable packaging positively impacts supply chains or reduces waste, resonates much more deeply with consumers than abstract claims.

We can also help brands prepare for tough questions by anticipating concerns and addressing them upfront in a thoughtful, transparent way. Ultimately, PR professionals play a key role in bridging the gap between technical sustainability efforts and consumer understanding. By focusing on education, specificity, and storytelling, we can help brands build trust and connect authentically with their audience—while making meaningful progress in sustainability.

With the increasing focus on environmental regulations, how can brands in the energy sector effectively communicate their compliance and commitment to sustainability without sounding too technical or promotional?

Brands in the energy sector can effectively communicate their compliance and commitment to sustainability by focusing on storytelling that emphasizes impact and transparency over jargon or self-promotion. The key is to humanize the message and connect with audiences in a way that feels authentic and relatable.

One approach is to highlight real-world examples of how compliance and sustainability initiatives are making a tangible difference. For instance, instead of saying, "We've reduced emissions by 20% to meet regulatory standards," a brand could share how those efforts translate into cleaner air for a specific community or the preservation of local ecosystems. This makes the message more accessible and emotionally resonant.

It's also important to use clear, straightforward language that avoids technical terms unless they're explained in relatable ways. A well-crafted infographic or video can break down complex concepts like energy efficiency upgrades or carbon-offset programs into simple, visual narratives that are easy to understand. Another effective strategy is to involve third-party validation or partnerships with environmental organizations.

This not only lends credibility but also allows brands to share the spotlight with respected advocates, making the message less self-serving. For example, showcasing a collaboration with a renewable energy initiative to help a region transition to solar power tells a compelling story about shared progress.

Ultimately, PR professionals can help brands strike the right balance by focusing on transparency and authenticity. The goal isn't just to highlight compliance but to frame it as part of a larger commitment to building a sustainable future—one that resonates with stakeholders, customers, and the public alike.

Authenticity is crucial in PR. How can energy companies, in particular, demonstrate genuine transparency and build trust with the public when addressing sensitive topics like environmental impact?

Authenticity in PR starts with honesty, especially for energy companies addressing sensitive topics like environmental impact. Building trust requires being upfront about both achievements and challenges, acknowledging the complexities of sustainability without over-promising or glossing over areas that need improvement.

One effective way energy companies can demonstrate transparency is by sharing measurable, verifiable data. Instead of vague claims like 'We’re reducing emissions,' companies should specify how much, over what timeline, and through which initiatives. Backing these claims with third-party certifications or audits adds credibility and reassures the public that the company isn’t just policing itself. Consistency is critical. Transparency and accountability must be reinforced across all platforms and touchpoints—press releases, social media, executive interviews, and even internal communications.

A fragmented message can lead to confusion or distrust, while a unified narrative builds credibility and ensures the company’s commitment is both heard and believed. Proactive communication is equally important. Rather than waiting for criticism, companies should address potential concerns head-on. For example, if a new project has both benefits and trade-offs, candidly discussing those trade-offs while outlining steps to mitigate them demonstrates accountability.

This approach resonates more deeply than a purely celebratory announcement. Storytelling is another powerful tool. Highlighting examples like how a renewable energy initiative positively impacted a community—by reducing household costs or creating clean energy jobs—makes the message relatable and human. Including employee perspectives or collaborating with local stakeholders adds authenticity and helps connect with audiences on a personal level.

Finally, how companies handle criticism is a crucial part of transparency. Engaging with concerned stakeholders through town halls, online forums, or media interviews shows a willingness to listen and adapt. Trust is built when companies value public input, stay consistent in their messaging, and demonstrate accountability.

In the energy sector, authenticity is earned through consistent, honest communication that balances optimism with accountability. Transparency isn’t just about compliance—it’s about building trust by inviting the public to see the full picture and actively participate in shaping a sustainable future.

Looking at the intersection of packaging and energy, what role can PR play in promoting sustainable supply chain practices and transparency within these industries?

PR plays a pivotal role in promoting sustainable practices and transparency. The packaging and energy management industries are under increasing scrutiny to demonstrate environmental responsibility, and effective communication can bridge the gap between corporate initiatives and public understanding.

PR serves as the vehicle for shaping and amplifying these narratives in ways that build trust, align with consumer values, and drive meaningful industry change. One key role PR can play is highlighting tangible sustainability efforts. Tangible is the most important word in that sentence. Whether it's a packaging company using renewable energy sources in manufacturing or an energy provider incorporating recyclable materials into infrastructure, PR professionals can craft compelling stories that showcase these actions.

For example, spotlighting how a company has reduced greenhouse gas emissions or adopted a closed-loop system not only demonstrates commitment but also educates stakeholders on what sustainable supply chain practices look like in action. Transparency is another area where PR shines. The public increasingly demands to know not just that companies are adopting sustainable practices, but how they are doing so.

PR can guide brands in sharing clear, verifiable data about their supply chain impacts, such as energy efficiency improvements or waste reductions. Using tools like sustainability reports, infographics, or video content, PR helps translate complex supply chain information into accessible, engaging narratives.

Collaboration is also a powerful element of the PR strategy. By showcasing partnerships between packaging and energy companies—such as joint initiatives to reduce carbon footprints or innovations in renewable materials—PR demonstrates how these industries are working together toward a shared goal. These stories emphasize progress, align with larger environmental movements, and position companies as leaders in the push for a sustainable future.

Ultimately, PR acts as the megaphone for these industries, ensuring their efforts toward sustainable supply chain practices are seen, understood, and valued by key audiences. Through transparency, education, and storytelling, PR not only promotes accountability but also inspires action across the value chain. In doing so, it helps packaging and energy companies meet their sustainability goals while fostering trust and engagement with stakeholders. 4o

Christine, you've provided incredible insights today. To wrap up, what advice would you give to aspiring PR professionals looking to specialize in sustainability and make a real difference in these industries?

Thank you! For aspiring PR professionals looking to specialize in sustainability, my biggest advice is to focus on developing both critical-thinking skills and the confidence to stand firmly in your beliefs. Sustainability is a complex and often polarizing field, and your ability to think strategically, ask tough questions, and navigate nuanced conversations will set you apart.

First, immerse yourself in the industries you want to serve. Understand the science, the regulatory landscape, and the real-world challenges companies face. This foundational knowledge will allow you to craft campaigns that are not only compelling but also credible and impactful. At the same time, don’t just regurgitate trends—evaluate them critically. Ask whether claims are supported by data and whether they align with a company’s long-term values and goals.

Equally important is being confident in your own skin. In a field where messaging can feel calculated or inauthentic, bringing authenticity and conviction to your work is invaluable. Clients and stakeholders respond to professionals who are both informed and passionate. If you believe in the importance of transparency, accountability, and innovation, let that drive your work—it will shine through in every campaign you create.

Finally, don’t be afraid to lead. PR professionals can drive meaningful change by educating the public, pushing for clarity in messaging, and challenging clients to be bold in their commitments. This requires creativity, resilience, and a deep belief that your skills and contributions matter. If you can master those skills, you’ll make a difference and help shape the future of sustainability communication.

Finally, where can our readers go to learn more about your work and stay updated on your latest projects?

Readers can learn more about my work and stay updated on my latest projects by visiting my agency’s website, Pietryla PR & Marketing, at www.pietrylapr.com. I frequently share insights, case studies, and updates on the impactful campaigns we’re working on, particularly in the packaging, energy, and sustainability sectors.

You can also connect with me on LinkedIn at https://www.linkedin.com/in/christinepietrylawetzler/, where I regularly post about industry trends, thought leadership pieces, and practical advice for PR and marketing professionals. I’m always happy to engage in conversations or answer questions about the work I’m passionate about.

For those interested in a deeper dive into the intersection of PR, sustainability, and innovation, I also write about these topics in publications like Forbes and Entrepreneur and contribute to industry discussions in trade journals. Whether through my content, interviews, or collaborative projects, I’m excited to connect with others who share a passion for making a difference.