Wisdom Unlocked 🔓✨ Career Lessons from Leading Women: A Conversation with Sheila Feren-Thurston
Please introduce yourself and your current role.
My name is Sheila Feren-Thurston, and I am founder and CEO of FerenComm, an independent, female-owned publicity firm rooted in the promotion of entertainment content and influential brands.
How did your career begin, and what path led you to your current position?
That is a long-ish story but in short, my move into communications was accidental, born out of needing to pay the rent while pursuing an acting career. My path was strictly agency, never in-house, largely because of my endless fascination with entrepreneurs — and the courage it required to hang your own shingle. After dabbling in a number of related fields, I began working for Rogers and Cowan, and Stone/Hallinan, two very reputable PR companies. I struck out on my own in my late 20s, running a solo practice until 1987, when I joined forces with my soon-to-be partner, Gene Nichols. Our firm, Nichols/Feren, opened its doors in 1989 and when Gene retired in 1994, I chose to carry on, rebranding the company name to FerenComm, and 30 years later, we are still standing strong — it’s been an incredible ride.
What are the most significant changes you’ve observed in the workplace since you started your career?
I’d have to say that the most welcome shift has been the rise of women who are meaningfully leading the charge in the entertainment sector and beyond. While we’ve yet to see a woman take the top spot at one of the media giants, the increasing influence of women in the C-suite is undeniable. They’re setting strategy, driving innovation, and proving — every day — that they’re more than ready to take the reins. The momentum is there, and if you ask me, it’s not a matter of if, but when.
What aspects of the workplace have remained consistent throughout your experience?
At my agency, one thing has always been non-negotiable: nurture those in your orbit and lead with passion, patience, positivity, and persistence. Everyone at FerenComm shows up with purpose, vision, and a deep commitment to both the results and each other. Our success has always been anchored in meaningful relationships — and at the end of the day, this industry (and life) is all about trust, collaboration, and seeing people’s highest — and those values remain a constant.
Could you share a pivotal moment or decision that significantly shaped your career? This could be a success, a challenge, or anything that stands out to you. How did this experience impact you?
The pandemic was a defining moment — not just for me, but for everyone. We were all required to pivot in the most unexpected of ways. I had understood leadership before, but that period required something more: a heightened resilience, not to mention the ability to adapt, and a deep well of optimism in the face of uncertainty. I had to be the steady hand, relying on my self-confidence even when I didn’t have every answer. That experience reinforced my belief in the power of what has always been my glass-half-full approach — I navigated that difficult time with hope and determination and that makes me incredibly proud.
How have you managed work-life balance throughout your career, particularly given the unique challenges women often face?
This falls into the “do what I say, not as I do” category. Running a business like mine is not for the faint of heart. You have to be driven, to have relentless focus and, most of the time, you are required to put the needs of your clients and your team before your own. But the key to feeling like you have a balance is to love what you do so deeply that it never feels like a burden. You should make every attempt to have it all — and carve out time for all the things that bring you joy. Maybe that’s a walk on the beach, settling in with a good book, or, in my case, responding to emails at odd hours telling other people to take time for themselves. Guilty as charged. But in all seriousness, I’ve made it a priority to create a culture where everyone feels seen and supported in striking their own balance and it’s my job to provide the safety net to make that possible. Personally, I’ve been incredibly fortunate — I have a husband of 30 years who lifts me up and reminds me that success is sweeter when shared. I may not have mastered balance, but I wake up every morning energized by the work and surrounded by love. And to me, that’s everything.
Who has been a mentor or guide for you, and how have they influenced your career journey?
The list is long, to be honest. But I would say anyone who has fearlessly led, created, or inspired has influenced me the most. I’m especially drawn to women who refuse to see a glass ceiling, who don’t take no for an answer, and who understand that real success comes from listening to what people need, not just what they say they want. I also have to credit my mother, who always told me I deserved the very best. One piece of advice she gave me has stuck with me throughout my career: Always ask for exactly what you want — because the worst they can do is say no. That simple wisdom has been a game-changer at every stage of my journey — and I’ve been known to share it with anyone who will listen.
What advice would you give your younger self just starting out?
Stay curious, kind, and fearless. Show up early. Be the first to raise your hand and always do more than is expected — even when you’re not entirely sure what’s being asked of you. And above all, be grateful when you get up, when you go to bed, and every moment in between.
