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Buzz Builder: Q&A with Nikki Wolfe

On this week’s episode of getting to know the ducks, we get to know Nikki Wolfe. Nikki is our Senior PR Specialist. Nikki’s a ball of energy who loves all things Queen City. She brings her experience from her newsroom and Yelp Charlotte days to ensure our clients receive the best buzz in Charlotte and beyond. An avid sports fan, Nikki is also the host of Roaring Riot’s One Day Contract podcast. When Nikki isn’t working, you may see her supporting local restaurants, or cuddled up on her couch with her yorkie, Marley.

Q: What made you make the switch from working in news to PR?

A: At the end of the day, both a PR pro and a journalist want to do the same thing: tell a damn good story. In news, the daily grind and the monotony of car crashes, crime and tragedy starts to wear you down. The move to PR made me fall in love with the art of storytelling again. It allows me to not only be creative, but also really pushes me to come up with completely out-of-the-box ideas.

Q: What traits do you think you need for someone wanting a career in PR?


  • Flexibility
  • The willingness to learn
  • Thick skin (you’re not always going to get a yes)
  • Detail oriented
  • Creative minded
  • Good writer
  • Relationship builder
  • Candor

Q: You’re active in the Charlotte community. What has been your favorite event that you’ve been a part of?

A: In a former life, I threw about 50 events a year and sponsored/supported another 50+. Bend It at the Ballpark, a huge sunset yoga class in the outfield of the Knights baseball stadium, is one of my favorites. It was a dream event of mine, and it took a few years to finally make it a reality. In 2020, it pivoted to a virtual event, but we are hopeful we can bring it back again later this year. I’m also a huge supporter of the Cystic Fibrosis Foundation’s Guys and Dolls gala. I’ve been going to that every year for as long as I can remember. It’s an event that attracts a lot of young people to fundraising for the first time and it’s really cool to see the passion to help ignite in someone.

Q: What’s one thing you wish more people knew about PR?

A: Some people think PR is just writing and sending out press releases. Sure, that’s a small piece of it, but it’s more about cultivating relationships and making meaningful connections. It doesn’t happen overnight and it’s not something you can fake or be superficial about. The best PR people are the ones who keep it 100% real.

Q: Since you also worked at Yelp, what is your favorite hidden gem restaurant in Charlotte?

A: Do I have to pick one? I have so many, but some of my favorites in my regular rotation are Miguel’s, Little Village Grill and Rusty’s Deli & Grille.

Q: What media placements have you been most proud since becoming a duck?

A: Steak 48 was my first client at Yellow Duck and I am still blown away by the opening coverage – 36 pieces of coverage with an estimate of 19.2 million in online readership. The S48 fire is still burning hot; reservations are booked out for months.

Q: We know that you’re a huge sports fan. What is your favorite Charlotte sports moment?

A: The last Panthers Super Bowl run was such a magical time. Sports are meant to be fun, and no one had more fun than that 2015 Panthers team. I went to a lot of games that season and being at the stadium in person to watch the Panthers win the NFC championship is a night I will never forget.

Q: What else do you like to do in your free time?

A: When I’m not making YDM clients shine, I have the pleasure of working with three other amazing freelance clients: Catawba Brewing, Cloister Honey and Rico’s Acai. I am also a new first-time homeowner, so right now my free time is devoted to unpacking and going to HomeGoods way too much. My guilty pleasure to unwind from it all is binge watching Bravo with my six-pound yorkie, Marley.

Q: What do you like about working at YDM?

A: In my last job, I was kind of on an island by myself. I had a team where everyone was pitted in constant competition against each other. It’s the total opposite here. I love the collaborative team we have at Yellow Duck. Everyone is so brilliant, creative and talented. We make magic; I just feel really thankful and honored to be a small part of it.