Category Archives: Hiring

Get to Know PR Manager Sara Ryan

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Public relations is all about relationships—the people behind the stories. That’s why periodically offer blog content about our team members who work with and represent our clients. This isn’t about our professional accomplishments but who we are as people. We hope you have as much fun reading along as we do interviewing each other.

What got you interested in public relations?

Growing up I dreamed of becoming an architect. As a young adult and in college, I spent my days sketching, drafting plans and studying the history of architectural design. I loved the strategy, creativity and storytelling architecture demanded. However, I struggled with one key requirement—math. Shortly after, I shifted my focus to communication studies with an emphasis on public relations and never looked back. Ultimately, public relations helped me come out of my shell after being a soft-spoken communicator. While pursuing my degree, I worked in customer service roles across retail and hospitality and quickly fell in love with the power of storytelling. Over the last decade, I have built a career transforming brands, using public relations to drive visibility while also inspiring engagement and long-term loyalty.

Tell us about your favorite movie and what appeals most to you about it?

I personally love both the thriller and horror genres. There is just something about these movies architypes that keep you on your toes and provide delightfully shocking plot twists. The blend of creative storylines, as well as anticipation, excitement and imagination, keeps me coming back for more. If I had to choose just one movie, I’d say that The Shining continues to be one of my all-time favorites. It offers haunting cinematography and an unforgettable performance, as well as a unique use of color and sound that continues to excite time and again.

What was the last, best book you read and what about it spoke to you?

Similar to my favorite types of movies, I love a good mystery. I also enjoy the occasional romance novel. However, the last and best book I read on a professional note that spoke to me was Big Magic by Elizabeth Gilbert. The book spotlighted creativity, curiosity and overcoming fear. It’s important to consider how these traits can contribute to everyday habits. With everything we do, whether personally or professionally, we must embrace creativity with courage. Ideas are where we live—especially as PR professionals—therefore, we must give ourselves permission to create and let go of perfectionism. Don’t wait for inspiration to strike, but rather, understand that it’s okay to live outside of your comfort zone.

Tell us about a meaningful hobby or “outside of work” commitment that is important to you?

Outside of work, I enjoy any opportunity to be outdoors. This includes spending time by the lake, hiking in and around Austin, Texas, and taking in all the beauty of the outdoors through photography. Both fitness and photography have been significant components of my life. These activities allow me to spend quality time with my husband and our Pug-French Bulldog while also reconnecting with nature and most importantly, relax a little.

Share a fun fact about you.

In addition to photography, I love cooking and baking. I rarely dine out and can be found cooking dinner most nights. Having worked at a fine dining restaurant and subsequently serving as the publicist to some of the world’s renowned celebrity chefs early on in my PR career, I’ve had the opportunity to go behind-the-scenes and learn how to make some of my most beloved dishes. While I am not a culinary professional, I enjoy recreating some of my favorite recipes at home, such as meatballs with marinara, wood-fired pizza with fig jam, prosciutto and a balsamic glaze and lemon ricotta cookies, to name a few.

Get to Know PR Assistant Bianca Pell

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Public relations is all about relationships—the people behind the stories. That’s why we’re offering this blog series all about our team members. This isn’t about our professional accomplishments but who we are as people. We hope you have as much fun reading along as we do interviewing each other.

What got you interested in public relations?

My first exposure to the power of PR is connected to my family’s restaurant. After a local reporter reached out for a series he was doing on restaurants in the area, we filmed a segment showcasing menu items, upcoming holiday specials and, most importantly, our family’s story. The reruns of the segment as well as its popularity online produced incredible results. I saw the impact of a well-timed media placement firsthand while I worked the holiday weekend after it aired, with customers directly attributing their visit to seeing the segment. As a PR professional, I’m constantly seeking to replicate that excitement I felt that day. I learned that PR is where I could use my love for storytelling to amplify a client’s message and connect to their audience.

Tell us about your favorite movie and what appeals most to you about it?

The movie “Everything Everywhere All at Once” is one of my all-time favorites. I come from a big family myself, so I always enjoy stories that dive into complicated familial relationships. Like any good sci-fi story, this film is vibrant and unafraid to be weird. It strikes this great balance tonally, with the humorous moments only heightening the moments that made me cry.

What was the last, best book you read and what about it spoke to you?

The last book I read was “James” by Percival Everett, a reimagining of “Adventures of Huckleberry Finn” from the point of view of Jim, an escaped slave. I read Tom Sawyer and Huckleberry Finn in school growing up, so I loved getting to read Everett’s portrayal of the character. He reexamines and deepens the original themes through James’ expanded characterization.

Tell us about a meaningful hobby or “outside of work” commitment that is important to you?

Outside of work, knitting and crocheting are the hobbies I have recently come to love. Knitting and crocheting force me to slow down and focus on the moment. Both activities allow me to keep my hands busy and stave off the urge to reach for my phone while watching TV. As an avid reader, I often listen to audiobooks while I work on a project, bringing two of my favorite pastimes together. I also love that I’m making something tangible. Whether it’s a blanket or sweater, it is a physical piece I can be proud of.

Share a fun fact about you.

I grew up in the restaurant industry. My Grandpa opened a seafood restaurant in Virginia that is still owned and operated by my family to this day.

In a World of Viral Videos, Employers Need a Plan for Hiring and Firing

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We live in a TikTok world with countless Americans (me included) drawn to dramatic online videos of real-life joy and sorrow. How many of us have turned to our phones to watch one brief-but-compelling video, only to find 10 minutes or more have passed as we watch video after video? And those videos filled with relatable, emotional moments, are often the most compelling.

In 2018, Melanie Sanchez was recorded at her college graduation taking a cell phone call from an employer offering her a job. The video went viral, and we all shared in Melanie’s joy. One of my favorites was from about 10 years ago. Marina Shifrin posted an interpretive dance resignation video for her employer. It was fun, with a bit of dark humor, and showcased her creativity in the process. The video went viral. Marina hit the talk-show circuit and even landed a book deal.

Of course, there are also heartbreaking videos. Brittany Pietsch made headlines a few months ago when she recorded her Cloudflare layoff-via-video, showing us the dark underbelly of not only remote work but also how poorly some employers plan these challenging discussions. There are too many examples like Brittany’s, and not enough of those like Melanie.

For employers, however, there are lessons to be learned as we continue to break new ground in a world of hybrid and remote workers. The biggest lesson from a communications perspective is to be human and humane in these discussions of hiring and firing.

When Hiring

  1. Check the Tech: Before you dive into the conversation, make sure the technology platform you’re using works for all parties. Shaky or delayed connections create misunderstandings and frustration. Don’t proceed if the tech fails or is of such poor quality that the messaging you wish to convey is at risk. This step applies to both the hiring and the firing process.
  2. Be in the Moment: Video meetings are part of the new normal of workplace cultures. Treat them like in-person meetings. Greet the candidate and be warm and conversational. Work to maintain a high level of eye-contact by looking at the camera when speaking and listening.
  3. Set Expectations and Don’t Let Suspense Linger: Be transparent about your process upfront. Outline the steps in that process and your approximate timeline clearly. And if you are calling to offer the position to the candidate, be upfront rather than leaving them waiting to know if they have been selected. No one needs to be on pins and needles across an entire conversation waiting for the big reveal at the end.
  4. Record with Consent: If you plan to record the interview to share with colleagues or even for your own internal review, ask for the candidate’s consent first. Show respect for their privacy. And remember, in some states and jurisdictions, it is illegal to record someone without their consent. Parties who break these laws can face serious legal consequences.

When Firing

  1. Privacy First: In addition to checking the tech as noted above, privacy is critical. This is a devastating moment for the employee being released from your employ. Both you and the employee should be in a private setting.
  2. Be Empathetic: Job loss ranks alongside death and divorce as a major life stressor. Demonstrate kindness and empathy as best possible. Acknowledge the hurt and distress of the moment.
  3. Be Direct: Clearly communicate the decision to end the person’s employment without mincing words. However, be kind in the process. Avoid jargon or corporate speak; simply act like a human and treat the person with respect.
  4. Provide Resources: Your human resource representative should join the employee’s manager or supervisor on the call. The manager or supervisor – someone who knows the employee and his or her work product – is there to discuss the decision and provide feedback, while the HR rep should explain any severance package, unemployment benefits, health insurance options (if applicable) and any other services the organization plans to offer following separation. At all times, the employer should be respectful and be sure to truly hear the employee while still keeping the call focused and brief.

As employers continue to hire digital natives, the likelihood of a business matter like hiring or firing becoming click-bait for the rest of us rises exponentially. Millennials and GenZ are the first truly digital generations whose lives online are rarely separate from their offline experiences. So, employers would serve themselves well to consider those hiring phone or Zoom calls or the difficult layoff discussions via Teams or speakerphone might take on lives of their own online. These discussions could put your organization’s reputation on the line and even threaten your bottom line.

Remember, these discussions have the potential to become tomorrow’s headlines. Plan accordingly.

Protect Your Investment: Know What to Ask When You are Hiring a Public Relations Agency

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Throughout my 20 years in public relations, I – and my colleagues – have found ourselves frequently playing clean-up after another public relations agency has failed to deliver what was promised to a client.

When I talk with organizations that have worked with PR agencies in the past, typically six out of 10 tell me the relationship ended badly. The reasons tend to fall into a few familiar categories:

  • Poor communication between the agency and the client
  • Frequent agency staff turnover
  • Meeting senior agency leaders at the pitch meeting, but only interacting with less-experienced agency personnel after the contracts are signed
  • Lack of alignment either on strategy, content, writing quality, values and personalities

Like any professional or personal relationship, there is likely a bit of blame to be had on both sides when an investment by both parties in achieving a successful public relations partnership fails.

However, in my experience, often these agency hiring misfires could have been avoided if the right questions had been asked in the agency screening process. Understanding who you are hiring and establishing shared expectations from the start can help ensure the relationship starts off as strongly as possible. To do so, there are five key questions I recommend asking your potential public relations agency during the screening process, including:

  1. What distinguishes your agency from your competition?
  2. Will you include former clients in your list of references that we can contact?
  3. Who will serve as the account manager, and can we meet him or her before signing the agreement?
  4. If the plan you create for us isn’t working out, what is your pivot strategy to ensure success?
  5. Please describe your ideal working relationship with clients so we can level-set expectations both from our perspective and among the agency team.

Additional questions you should consider asking any public relations agency you might be looking to hire should include:

  • What kind of response time can I expect from your team to my emails, texts or phone calls?
  • If the account manager isn’t a member of senior leadership, what role will leadership play in the development and execution of our public relations plan?
  • What is your process for learning about our organization, and how long should we expect that process to take?
  • How will you help us prepare for any media interviews you might secure on our behalf?
  • Can we see samples of your writing relevant to our industry or organization type?
  • What kind of time commitment should we expect to make to ensure our work with the agency is a success?
  • Please describe the frequency and type of ongoing communication you expect to have with our organization throughout the engagement.

Asking the right questions will help you get a better sense of the agency you are potentially hiring as well as how they intend to engage with you.

Too many business and nonprofit leaders ask questions of public relations agencies that either cannot be answered in the initial pitch meeting or demonstrate a lack of understanding of how public relations works. In our next blog, we’ll cover questions you shouldn’t ask in these initial meetings if you want to be taken seriously while also making the most of the time you do have to evaluate if the agency at the table or on a video call is a good fit.

Remember, public relations is more than an investment of money. It’s one of time, effort and trust. Knowing what to ask will help ensure those you ultimately hire are worthy of that investment.