Meet a WNC Member: Betty Farmer, Ph.D.

This is the second in a series of Q & A interviews with members of the PRSA WNC Chapter.‍‍

Betty Farmer, Ph.D., is an award-winning professor of communication at Western Carolina University where she taught courses ranging from communication fundamentals to advanced courses in public relations and crisis communication. 

A PRSA member since 1993, Farmer launched WCU’s PRSSA chapter in 1995, grew the chapter to 40+ members, and gained national recognition for the chapter and its members. 

After 33 years at WCU, Farmer announced her retirement at the end of the Spring 2026 semester. She will continue working as an expert in organizational communication, leadership, and emotional intelligence through her consultancy, Farmer Communications.

Following her retirement, Farmer shared some thoughts on her career, future opportunities for students and professionals and more.

Q: When you reflect on 33 years, what moments stand out as defining your career?  What accomplishments are you most proud of, in the classroom and/or in your consulting work?

A: My pedagogical commitment to service-learning and community engagement is one of the defining features of my career. I’ve helped students build their skills by working on real-world projects with clients/community partners. This has required students to exhibit professional attitudes and behaviors and to produce entry-level professional quality deliverables. For examples, my students were heavily involved in the five-year Dillsboro Revitalization project, which I led as special assistant to the chancellor for Dillsboro. Students helped promote and organize numerous events, including the annual Lights & Luminaries festival, created the Dillsboro Dish newsletter using WordPress, collaborated to build a Dillsboro mobile web app, and provided social media training for Dillsboro merchants, among other projects. To help build PRSA WNC in its early years, student teams organized a regional interest meet-up, conducted research to build potential membership lists, organized a professional-student mentoring “speed-dating” event in Asheville, and produced promotional materials such as a brochure, member profiles and videos, and a new website mockup. Through these community engagement projects, students learned valuable lessons about teamwork and collaboration, lead time and deadlines, editing and client approvals, and, most importantly, why getting out of your comfort zone is necessary for growth.

Q: What do you hope your students carry with them long after leaving your classroom?

A: So many things, but I’ll highlight three. First, I hope they recognize that communication is foundational to both personal and professional success. Effective communication makes both relationships and organizations hum. Second, ethics matter. I want them to always operate with integrity, speak truth to power, and do the right thing. Always. Third, I want them to never stop learning. Never. Currency in professional knowledge and skills is critical. Success depends on professional currency.

Q: Can you share a story of a student who left a lasting impression on you?

A: There are so many students. That is akin to asking someone to name their favorite child. What has made my career so fulfilling is to see so many students grow both in competence and in confidence. I’m always impressed by the students who are open to constructive feedback, who are willing to work to a high standard, and who become proud of the work they produce. For example, one student recently said, “I didn’t realize how proud I would feel” completing this project. When students feel pride and satisfaction in their work, those are the moments that make me most proud.

Q: How has the field changed, and what skills do you think are most critical for today’s communication professionals?

A: In some ways, the field has changed dramatically, especially as it relates to technology. AI clearly is a game changer, and communication and public relations professionals must learn how to “orchestrate” AI, as AI expert Robert Manning says. In other ways, what was important 40 years ago, such as building trusting relationships with a wide variety of stakeholders, is still important today. It may be harder to build trust today, but the need to build trusting relationships through communication remains foundational to what we do.

Q: What qualities define a strong communicator and leader today?

A: Adaptability and agility are key. I’m a strong proponent of situational theory of leadership. There is no one single way to be a great leader. The best leaders adapt to the needs of the situation and the knowledge and skills of those they are leading. There are times when we must be more directive. Times when we must be bold, courageous, and take risks. And times when we need to show compassion and support. The challenge is knowing what is needed when. I also believe strong leaders separate “signal from noise,” and prioritize and focus. Strong leaders know that every time you say “yes” to one thing, you, by default, are saying “no” to something else. This requires incredible focus and discipline and the ability to communicate strategically.

Q: What advice would you give to emerging leaders entering the field?

A: I would tell them to do these three things:

• Focus on building mutually beneficial relationships both internally and externally.

• Learn as much as you can about AI and other technology that is changing how we work.

• Prioritize emotional intelligence as an increasingly important competency—especially in the age of AI—both for themselves and their team members.