Barbara Way Hunter, Trailblazer Who Redefined Public Relations, Passes Away at 97

Barbara Way Hunter, an icon in the public relations industry and a cherished wife, mother, grandmother, mentor, and friend, passed away peacefully on December 18, 2024, at the age of 97, at her home in Walpole, New Hampshire. Her extraordinary life and groundbreaking career leave an indelible mark on the communications industry and the lives of those she inspired.

Born in 1927 in Westport, New York, Mrs. Hunter’s journey began with a degree in journalism from Cornell University in 1949. Her transition to public relations was groundbreaking, as she quickly established herself as a formidable force in the male-dominated world of Madison Avenue.

In 1969, together with her sister Jean Schoonover, Mrs. Hunter made history by purchasing Dudley-Anderson-Yutzy (D-A-Y), the nation’s oldest public relations firm. Their leadership as the first women to own and operate a major PR agency earned them the affectionate moniker "The Sister Act." Mrs. Hunter’s commitment to equality was immediate and bold: she equalized pay between men and women, reshaping the firm’s culture and clientele.

Under her stewardship, D-A-Y thrived by highlighting the untapped purchasing power of women, particularly in the food and beverage sector. In 1983, the firm was acquired by Ogilvy & Mather, where she served as Vice Chairwoman of its PR practice. Not content to rest on her laurels, Mrs. Hunter founded HUNTER in 1989 at the age of 62, embarking on yet another chapter of innovation and leadership.

HUNTER, launched with TABASCO® Brand Pepper Sauce as its first client, grew into one of the world’s leading communications agencies. Reflecting on Mrs. Hunter’s enduring influence, current HUNTER CEO Grace Leong remarked, “The desk from which she built an amazing professional life still sits proudly in the lobby of our OneWTC headquarters, and her values sit proudly in our culture and in our hearts. We are the agency we are today because she believed that communications pros had the power and skills to create work that matters and the responsibility to care harder for clients and each other.”

Even in retirement, Mrs. Hunter's passion for community and restoration flourished. She dedicated herself to restoring her Georgian home in Walpole and contributed actively to the Walpole Historical Society, serving as its president.

Throughout her career, Mrs. Hunter received numerous accolades, including the PRSA Gold Anvil Award for lifetime achievement and leadership roles such as president of PRSA-NY and national president of PRSA. Her legacy was further cemented in 2023 with the establishment of the PRSA-NY Barbara W. Hunter Trailblazer Award, celebrating women who exemplify her trailblazing spirit.

Barbara Way Hunter is survived by her daughters Kimberley and Victoria, son-in-law Mathias, and four grandchildren. She was preceded in death by her husband of 57 years, Austin Hunter, and her siblings Jean and Walter.

Her family will hold a private service in Walpole, NH. To honor her memory, donations can be made to the PRSA Foundation or the Museum of Public Relations, ensuring that her dedication to empowering the next generation of communications professionals endures.

Barbara Way Hunter's legacy lives on—in the values she instilled, the paths she forged, and the countless lives she touched with her brilliance, kindness, and unwavering belief in the power of communication.