Lightning Czabovsky

Czabovsky’s professional/creative work examines PR, advertising and strategic communication in terms of measurement, audience segmentation, variation and nicheness. He likes to change the way we think about PR measurement to better understand how audiences are complex and often underappreciated or misunderstood. While the industry is often focused on macro metrics and strategies, his work is interested in the nuance underneath.

Building upon these insights, he often then creates strategic recommendations or helps produce creative deliverables that disrupt the way we approach PR to better appreciate audiences in a modern, fragmented media world. His audience-focused work has been applied to areas such as public opinion, politics, science, community relations, entertainment and financial communications.

His work is published in creative, professional and academic outlets. He has also produced an award-winning documentary.

He is a member of the Institute of Public Relations’ ELEVATE — a group of “high-performing innovators and catalysts for growth, change and advancement” — as well as IPR’s Measurement Commission.

He is a licensed attorney in North Carolina.

He is also the proud parent of a rescue Chihuahua-mix named Bert.

Education

• Ph.D., University of North Carolina at Chapel Hill
• J.D., Michigan State University College of Law
• B.F.A., Chapman University