Paragon One Paragon One is a team out of MIT (and Y-Combinator) that facilitates Externships, a new form of work-based learning experiences for diverse Gen Z students, that expands Fortune 1000 commitments to social impact. 

We’re profiling Social Impact leaders to gather their insights into how CSR is transforming. 

Melissa Potter is a forerunner in creating meaningful social change through her expertise in leading social impact strategies and diversity, equity and inclusion initiatives. She has a proven track record with national non-profit organizations, as well as some of the world’s largest and most influential brands. Throughout her prestigious career, Potter has established herself as a respected, nationally known thought leader developing innovative ideas and creative solutions. Her current role as Vice President, Strategy and Impact at Paramount enables Potter to supervise each brand’s commitment to the long-term social impact of cultural shifts in society. 

With expertise including the issues of Race, Identity, Culture, Equity, and Social Justice, she is known for masterfully managing moments of crisis with her unflappable style. 

Additionally, she is responsible for spearheading the revolutionary MTV Entertainment Group Culture Orientation program in collaboration with the country’s leading racial and social justice organizations. This groundbreaking initiative unites shared values, increases understanding, and amplifies learning to empower the entire creative community to tell stories that reflect the diversity of Paramount viewers.

What inspired you to begin working in social impact?

I was first inspired by working as an entertainment publicist in the world of hip hop and realizing that so often my clients were on the front page of the NY Post for negativity vs. social good. I was there with them as they donated and participated in turkey drives during Thanksgiving, back-to-school backpack initiatives and instruments in schools, and so many more. I realized that the entertainment space was missing a way to connect the access, funding and marketability of celebrity with social good initiatives demonstrated by nonprofits and other community organizations. It was 20-years ago before there was a formal study of entertainment social impact that I was drawn to connect both worlds. It was then that I transitioned my career into leadership roles with leading nonprofits such as the ACLU and NAACP Legal Defense Fund and incorporating my network and celebrity access to elevate complex issues and incorporate them into stories told within pop culture.

How have opportunities for mentorship and sponsorship influenced your career trajectory? 

Mentorship first began for me from a point of observation. 

I began my career as an 18-year old intern for MTV Radio. Each day I would not only observe the various roles on our immediate team but also the roles accompanying various talent joining us for interviews. Whether it was their publicist, manager, stylist, or personal assistants, I observed each interaction and became drawn to the roles of manager and publicist as they always seemed to provide guidance that put their talent at ease. It was from there that I made my first as a mentor by the name of Paula Witt, an incredibly warm, strategic and connected Black woman who was a leading publicist for some of the world’s top artists and bands. Paula allowed me to work for her in my off-hours from MTV, ask any questions and to accompany her to events with talent, getting to assist her in real-time. 

It was Paula’s mentorship that informed my many years of work as a music publicist and gave me the confidence needed to often be the only young Black woman in many rooms. She taught me to hold my head high, stay confident and strong in my decisions and to be my authentic self even when afraid.

Sponsorship, I view as a vote of confidence when you least expect it. In my current role, it was Crystal Barnes, SVP of Environmental, Social and Governance and Corporate Social Responsibility at Paramount who observed me in a previous role and recognized my strengths in network/coalition building, industry awareness, and strategic development of impact plans. Crystal championed the development of a brand-new role on her team to our most senior leadership teams and vouched for my abilities to transform a new initiative. 

Mentorship waters the flowers and sponsorship creates the garden for opportunities to grow and flourish.

What advice would you give to those seeking mentorship opportunities that may be unsure of how to put themselves out there and ask the right questions?

I would encourage you to first be an observer so that when the opportunity arises, you are asking pointed and specific questions. A generic question doesn’t serve you or your potential mentor to point you in the right direction. Read all that you can on your industry and on the individual you’re seeking mentorship from. Flattery goes a long way but also shows that you are invested in selecting a mentor that serves a specific purpose to elevate you in ways that others cannot.

How important is impacting underrepresented communities through mentorship and corporate opportunities to your company? Is this currently a key focus or will it be in the near term future?

Paramount walks the walk by grounding pipeline programs, industry-analysis and mentorship and sponsorship opportunities in data. Paramount’s Content for Change recognizes that for too long, media and entertainment have too many and represented too few. We use data and research to inform a new wave of inclusive storytelling to transform the way the world sees people. I get to live this work each day which excites me. There is never a day that I don’t wake up happy to go to work because I see in real-time our ability to transform Hollywood by providing access to opportunities often untold to underrepresented communities and our corporate commitment to diversifying each seat at the table.

Could you tell me a bit more about the Content for Change initiative? How have you seen this initiative impact Paramount employees as a whole?

Content for Change uses data-driven insights to transform the Paramount creative ecosystem from the content we produce to the creative supply chain that powers it to the culture that underpins everything that we do. 

We recognize that so often bias stems from media-driven stereotypes and we are committed to changing not only how many diverse voices and characters that are seen on screen but how those voices show up.

I am proud to work for a company that values a culture of diversity, inclusion and belonging and showcases that through equal access opportunities for advancement in front of and behind the camera.

I speak often about hiring being only a first step but retention being the goal which showcases our commitment to cultivating environments of which everyone can be their whole selves. I am excited that Content for Change provides opportunities to bring jobs to those from non-traditional education and career backgrounds who are so talented but often overlooked. Our Content for Change Academy members represent those from diverse backgrounds and non-traditional experiences of all ages who gain hands-on experience over a 6-month period and become first considered for opportunities within our brands!

What would you tell others interested in pursuing a career in CSR or social impact?

Trust the experts. I believe so much of being a talented CSR/Social Impact leader comes from bringing the right experts to the table and being true conveners.

 Whether it is those best versed in voting rights, environmental and racial justice, and the list goes on, they know the landscape and the terrain. It is our duty to amplify and champion their efforts and provide visibility by way of the corporations we represent. 

You can come to a career in CSR or Social Impact from many different angles whether partnerships, content creation or grassroots leadership are your background. There are ways to infuse your past experiences into every aspect of impact. 

Above all, a spirit of learning, connection and a commitment to seeing change through multiple hurdles will ensure a successful career.

Explore the Next Era of Social Impact

To discuss how your social impact priorities could be transformed through the Paragon One externship, take a free call with our Social Impact Expert, Omotunde.  

‍Subscribe to our newsletter to receive updates on the latest in CSR, social responsibility, and corporate leadership news and events.