The Kings and Fools of April 1, 2022

April Fools day is revered throughout the country by leg pullers and practical jokesters alike. How we continue to get bamboozled year after year on April 1st, we’ll never know. We do know, however, that if there is a chain to be yanked, yanked it shall be. Our PR agency loves to see brands and companies across verticals – consumer, tech, food, entertainment and everything in between – get in on the shenanigans. Check out our list of the kings and fools of April 1, 2022.

Kings:

• Work Hard, Play Hard with Little Tikes – Turn your home office into a co-working space with Little Tikes new “My First Cubicle”, for the hard-working toddlers of the world. While the miniature office design, complete with roller chair and inspirational cat poster, was built for the sake of ”tike” foolery, Little Tikes did leave the door open for the set to become a real addition to their product line by leaving a survey to gauge consumer interest. Some might call this approach to April fools day a “think prank”.

• The New Yorker’s Ode to April Fool’s From Your Favorite Tech Company – Brands aren’t the only masterminds behind April Fool’s campaigns. Our PR agency loved media darling The New Yorker’s faux prose from sham tech company Wevvy, poking fun at the various tech-enabled products that fill our homes. Read the piece to see if you can figure out who they’re really drawing inspiration from!  

• ALDI Findr – If the way into someone’s heart is indeed through their stomach, Aldi’s gag dating app actually seems like a perfect way to meet the love of your life. The grocery store teased their lonely shoppers with the “launch” of ALDI FINDR, a dating app that matches singles up based on their shopping cart purchases. While most saw through the April Fools day prank, a large number of commenters on Aldi’s post showed a lot of excitement and interest in the concept, probably hoping to experience a modernized “produce aisle meet cute” trope that claimed rom-coms of the past. Based on the positive reception, Aldi might do well to take this prank to the bank and give the people what they want: a snack mate for life.

• Krispy Kreme Eau de Glaze Parfum – Krispy Kreme takes the cake (or donut?) with this one. The popular donut company and coffeehouse chain posted an original perfume, “Eau de Glaze” that smells of the original glazed donut from the company, on Instagram with a call to action directing people to the link in their bio. Of course, the link leads to a page that lets you know it’s an April Fool’s joke but reminds the reader that if you’re craving the smell so much – head to your nearest Krispy Kreme. It was funny, clever, inoffensive and actually pretty believable. 

• Nite Ize Mini Mini Safety Necklace – Nite Ize is a company known for creating innovative products that organize your life, protect your gear, light your way, and solve everyday problems. Today, they announced NiteHowl Mini Mini necklace (picture the glow sticks you used to get at middle school dances), an LED necklace that helps you keep track of your “mischievous gerbils, brazen fish, fearless lizards” and any other tiny critters that like to get lost in the middle of the night. Unfortunately, the product is currently sold out but there are really adorable photos of tiny creatures like hamsters and clownfish wearing them that’s worth the visit to the site.

Fools:

• Hellmann's and Butterfinger’s Sweet and Savory Mayonnaise – Who doesn’t love a little savory and sweet combo? We all have – but perhaps mayonnaise and butterfingers don’t quite get along the way pretzels and chocolate does. We get the idea, Hellmann’s, but you might have committed a little too much to the joke. It was the cake recipe that really pushed us over the edge (but also if you tried it, let us know. We’re curious). 

• Ipsy x Glamnetic Pet Makeup – Beauty subscription box purveyor Ipsy and magnetic lash brand Glamnetic teamed up for April Fool’s Day to launch a new line of faux eyelashes for our favorite four-legged friends. From a PR perspective, it felt slightly in poor taste as many beauty companies have come under fire for testing on animals. And not to mention, our pets are perfect just the way they are. 

• Twitter: GIVE US THE EDIT BUTTON – Perhaps we took this one a little personally, having had to delete entire tweets due to using the inappropriate form of to, too, and two. It’s incredibly tedious and would be oh so fixable if Twitter would just supply a simple, tiny, little edit button. Which is exactly what they said they were working on in a tweet this past Friday. Unfortunately for grammar and spelling sticklers on Twitter, it was tweeted on April Fools day without the promise of it ever coming to fruition. 

• JetBlue From JFK to LaGuardia in the Sky – If you’ve ever sat in New York traffic, you know that this is a cruel joke. That is all. 

What April Fool’s campaign was your favorite? 

– Holly Rust, Account Associate

Celebrating Women’s History Month at Kite Hill PR

While we celebrate the women at our PR agency year-round, we were pleased to highlight our Senior Leadership Team, comprised entirely of women, for Women’s History Month. Throughout March, they each shared their insights into what it means to be a woman in leadership. We have learned that to be a woman in leadership means being a force for change, maintaining balance, lifting others, breaking molds, and setting the stage for future generations of female empowerment. We are fortunate to be led by this team of hardworking, open-minded women. Read their full thoughts below. 

Tiffany Guarnaccia, Founder & CEO

"While women in leadership roles are a minority now, I am proud of the work that we are doing to drive change. As I look toward the future, I am inspired and encouraged by groups like The Mom Project, which aims to elevate women and get highly skilled women back into the workforce. Simply put, having women in leadership roles is good for business."

Rachel Hadley, COO

"I believe the pandemic has forced us all to take a step back and think about what it means to have balance. I was raised by a single mom who always worked overtime to make ends meet and went back to graduate school to further her career aspirations. While work-life balance has been a hot topic for decades, historically men were responsible for finances while women were responsible for the home. As the entire workforce has taken the last two years to reclaim their lives, we have seen that everyone needs balance. What I've seen through my career is that female leaders are far more experienced when it comes to balance and prioritization in the workplace. As we focus on the "future of work" and what it means to have balance in all aspects of your life, all great leaders will need to understand and prioritize what that means to everyone on their teams."

Jeanne Meyer, CCO

"My leadership in the workplace takes a cue from my love of sports. I'm inspired by civil rights and suffrage activist Mary Church Terrell, who said, 'Lift while you climb,' meaning, it's not enough to achieve personally; one must help others ascend to truly succeed.  I describe myself as a player/coach because I'm competitive and love to be in the action, but to me, a real 'win' is helping others score. That's true whether I'm guiding teams to drive our clients' businesses forward or coaxing my 6-year-old out on skates."

Gina Preoteasa, SVP

"To me, leading like a woman is all about reflecting on why there is this focus in the first place, and ensuring that if you are a woman in a position of power, you do what you can to address the inherent biases that affect women. For example, we are not tough enough or are not up for the task because we have other priorities such as our families. The business community is becoming enlightened when it comes to these topics, but there is still more work to do. I believe as female leaders, we must continue to focus on these areas and make impactful changes within our workplaces and communities."

Emma Wolfe, VP

"Over the last year, I've focused on developing my personal leadership style and identifying ways to strengthen the skills that come naturally to me but aren't necessarily the first qualities we think of when we think of impactful leaders. For example, I don't have to be the most vocal person in the room to establish myself as a leader. I can effectively lead by implementing thoughtful listening and collaboration skills, as well as demonstrating flexibility and empathy. Today, identifying and investing in natural talents, versus trying to fit an antiquated mold, is essential when striving to be an authentic and effective leader."

Laura Cameron, UK Managing Director

"I have always surrounded myself with confident, fierce individuals who know what’s important to them, where their boundaries lie, and what they want out of life. This started early on in my life with my parents - they taught me the meaning of being open-minded, fair, honest and kind. For me, these are the foundations for leading in the right way, whether that be with our teamwork day to day or raising two children and managing family life. I know we women play an extremely important role in the future of work - we’re at a pivotal point where leadership will depend on more open-minded individuals who can lead with heart and head in a way that really instills an appetite for fairness and kindness across the working world for our children and newer generations."

– Holly Rust, Account Associate

Digesting The Data Summit

Last week, VentureBeat held its annual, virtual Data Summit. The purpose of the summit is to provide an outlet for B2B and enterprise tech professionals to explore the latest trends and emerging technologies as they relate to key market verticals. I attended on behalf of my B2B PR agency and spent the day in jam-packed sessions. I heard from some of the world’s top brand leaders as they discussed opportunities to unlock data’s full potential through today’s transformative technologies.

While there was a ton of great information to unpack, below are a few key learnings that stuck with me long after the sessions wrapped:

Hyper-personalization is the way forward

AmEx mentioned their number of new accounts increased dramatically once they started leveraging data to market targeted product offers, and upsell existing cardmembers during the application process when the algorithm detects another card product that could be a better fit for the applicant.

It’s easy to overcome hurdles in the customer journey through the power of data

No brand marketer wants to unintentionally complicate their customer’s journey. Through data, marketers can see if prospects are frequently hitting the same hurdle in their shared experiences, and then have the ability to look at real-time insights to further understand why the prospects are encountering those challenges and how they can be solved. This is immensely valuable. And, as an added bonus, data means marketers will be able to measure impact quickly.

Being privacy-forward is table stakes

Data has become an integral part of most businesses, which the pandemic helped expedite. While companies look to provide more personalized experiences for users, the need to balance data privacy constraints is paramount. Understanding customers in a real-world environment is critical, and doing so in a privacy-conscious manner is the only way. 

This is just the tip of the iceberg. There is so much to unpack and explore when it comes to leveraging data effectively, and we look forward to dissecting future trends to help us all navigate the market in the best, most forward way possible.

– Mackenzie Gavel, Account Director

How to Deliver ESG and Purpose-Driven Communications Campaigns

In the last ten years, we’ve seen a shift from brands being rightly scrutinized by the public for their lack of transparency to companies taking stronger stances on issues that align with their missions and visions. Today, consumers are making more educated decisions about what brands they support and where they spend their money – in fact, a recent survey cited that 69 percent of U.S. consumers said they prefer purchasing from socially conscious brands. With this, it’s no surprise that public relations professionals have increasingly needed to focus on authenticity in their practices as well. 

Brands rely heavily on digital PR professionals and B2B PR agencies for proper insights and execution of strategic public relations programs that highlight initiatives related to Environmental, Social and Governance (ESG) initiatives, such as public health, DE&I, renewable energy, climate change, and sustainability. But what makes purpose-driven PR programs impactful? It starts with being informed, being authentic and showing that your actions speak louder than your words. 

Be Informed

In order to create any kind of impactful PR campaign, it’s important to know what you’re talking about. Understanding a topic and the greater impact it is having on the world can better help PR professionals define where a brand fits in and what its bigger purpose is. A recent example of this is in the burgeoning conversation around sustainability and NFTs. While NFTs are the flashy new thing that brands are activating on, there has been a collective call for companies to understand and address the environmental resources it takes to produce NFTs – especially as it relates to companies who have touted strong sustainability initiatives. 

Do research, read and take the necessary time to increase your own knowledge on a topic. Think of the bigger picture. Listen to diverse voices speaking on the same topic to gather different perspectives. Taking the time to do this will ultimately prove vital to campaign success in the future as it will keep you from coming off as any brand’s worst nightmare: disingenuous.

Be Authentic

Consumers want brands to speak up on things happening in the world that matter to them. They want to support brands that have strong stances on important topics and have values that align with their own. However, they do not want brands talking strictly for the sake of talking. 

Most companies have a mission and vision, and the company’s purpose should be core to both of those statements. It’s critical that when a brand embarks on a purpose-driven campaign the messaging aligns with that of the brand itself. When the messaging is off, or feels out of character for the brand, consumers are going to notice. Brands might think they won’t because they are doing something good and that’s all consumers should care about – but they will. Today’s savvy consumers pick up immediately on a brand that is being disingenuous. 

It’s more important now than ever before that brands make their purpose and mission a part of every brand strategy they have – which is where technology PR professionals and agencies come in. Purpose-driven campaigns shouldn’t be one-offs for brands, they should be a normal occurrence. PR professionals can help brands weave their purpose into everyday activities so that when they are taking a big stand, it doesn’t look like a fluke. 

Walk the Walk

It’s great to say a brand is going to do all of these things to help the environment or address social injustices but consumers want to see actual change. 

A company says they are prioritizing hiring more diverse voices. Where are the numbers to support that? A brand says they are going green in their production. Is there data to support a claim that the brand has decreased emissions this year versus last year? These are the questions that people are going to be asking when a brand makes a claim that they are doing something to improve the world we live in. Words only mean so much, it is the actions of a brand that are going to matter the most. 

Consumers today want to see brands playing their part and making a change in the world. However, brands need to take a hard look at themselves, their messaging and overall brand strategy to ensure that they are being authentic in how they choose to speak up and speak out. 

– Emma Wolfe, Vice President

Kite Hill PR Recognized as a Top 50 PR Firm in America by the Observer

For the third year in a row, Kite Hill PR has made the Observer’s Power List in addition to being recognized as a top Specialist PR firm by the publication.

Below is an excerpt from the Observer’s annual Power List of the 50 best PR firms in America.

“2021 was supposed to be the year that things returned to “normal,” assuming anyone could remember what normal looks like. With COVID variants and historic inflation, it turned out a little differently. But what impressed us about the companies on this year’s list is that they surpassed normal; in so many cases they have used their creativity and their intelligence to find new lines of business and blaze new trails. It’s a dazzling mix of familiar industry faces with some fast-moving newcomers. Meet the best.

Because Kite Hill PR works on non-flashy clients – the ones who distribute entertainment, create ads, or make the web work – the agency can feel under-the-radar. But Tiffany Guarnaccia’s eight-year-old shop has become a serious player in tech, B2B, and media. A record year in revenues including wins like Tripadvisor, for its advertising platform; micro-payment provider Dropp; creative agency CONVICTS; and Trusted Media Brands, recently rebranded as TMB to reflect its evolution into a community driven entertainment company.

Kite Hill’s muscled into paid social and content, now a significant piece of its billings; this year, the agency even took several clients public, including electric battery maker Freyr. Sharp-eyed readers might recognize Guarnaccia as founder of Communications Week, which she sold to Ragan Communications in April.”

Kite Hill PR Launches “Tech for Good” Pitch Off for Mission-Driven Startups

Award-winning, tech and B2B agency to provide three months of strategic PR services to winning company

Kite Hill PR, a woman-owned, award-winning, agile tech PR and B2B communications agency, today announced its inaugural “Tech For Good" pitch off for purpose-driven, pro-social technology companies.

Having launched recent ESG and green tech client initiatives, Kite Hill PR continues to grow its purpose-driven communications services. Kite Hill PR brings a performance history of award-winning work for clients in areas such as renewable energy, mobility and logistics, as well as enterprise technology.

Kite Hill PR is accepting applications through the submission form on its website until March 31, 2022. To qualify, applicants must be BIPOC/woman/LGTBQIA+-led, U.S.-based, have closed a Seed or Series A fundraising round, and fall within the ESG, Green Tech, Clean Tech, and/or Social Good / Social Justice categories. Submissions will be reviewed by a panel of judges against three key pillars: Impact, Innovation and Scalability.

Kite Hill PR will provide a bespoke, comprehensive three-month PR program encompassing the development of earned media and thought leadership strategies that are designed to support the winning startup’s mission as well as drive business growth.

“Tech for Good builds upon our team’s commitment to provide the best-in-class PR counsel and mentorship to businesses that share our vision, but may not be ready for an in-house PR function or outside agency,” said Tiffany Guarnaccia, CEO and founder, Kite Hill PR. “As a leading agency in our category, we understand that purposeful storytelling is an integral component of a company’s foundation and we are perfectly positioned to share our expertise in the development and execution of authentic, purpose-driven strategies to take the winning company to the next level.”

For more information and to apply please visit kitehillpr.com/tech-for-good. For questions or comments, please contact TechForGood@KiteHillPR.com. 

About Kite Hill PR

Based in New York City with team members in the UK and across North America, Kite Hill PR is a leading B2B communications and tech PR agency specializing in connecting enterprise technology, media and advertising businesses with key stakeholders. The company's winning approach combines thought leadership, strategy and media relations to drive clients' businesses forward. Kite Hill PR has been recognized as a “Top PR Agency in the US” by Forbes, as one of the “Top Specialist PR Agencies” by the New York Observer and as a “Top Place to Work in PR” by PR News.

How We’re Approaching the Future of Work As a Tech PR Agency

When I first founded Kite Hill PR, my goal was to create a tech PR agency with a more balanced approach to agency life for all employees. I’ve worked to build the business with this clear vision in mind. 

Maintaining a positive work environment and strong company culture throughout the pandemic presented many challenges and now many opportunities as we prioritize the needs of our team members and focus on their wellness overall. 

Here are a few key ways that we have made changes in our agency to truly represent what we see as the future of work. 

We moved to a fully Work From Anywhere, at any time model. We moved our team managers’ mindsets away from timezones and timesheets, to instead be laser-focused on results. We embraced parts of the popularized Results-Only Work Environment (ROWE) model and adjusted them for today’s workforce. Our agency is built on a flexible work policy that allows team members to develop their own approach to balance. Our Work from Anywhere approach means that our team can work wherever is most suitable. We also offer the flexibility and ability for employees to relocate as needed. 

We added balance as a core value and model balance from the top down while encouraging it from the bottom up. As a working mom, I understand that balance is also critical when juggling home and work. We give our team extended parental leave, ensuring that each individual can focus on their children and enjoy a seamless transition into parenthood. Parents also have access to emergency childcare reimbursement and flexible hours to accommodate childcare. We encourage team members to take breaks when they need to - from vacations as a part of our unlimited vacation policy or a yoga class on ClassPass, which is a part of our broader benefits and wellness plan. We put our team's health and wellbeing first, providing access to Kindbody, which specializes in women’s health, fertility, and wellness services, and online therapy via Talkspace. 

We ensure that every person at our company has a clear professional development track and plan to help them learn and grow while at our company. In 2021, we launched “Kite Hill University,” creating more opportunities for learning and development, in addition to existing programs like peer-to-peer mentoring and coaching. I personally believe in the power of executive coaching and am excited to offer this to our next generation of leaders.  

As an agency leader, I strive to pave the way for a new type of B2B PR agency culture, prioritizing balance, agility, and flexibility. By bringing thoughtfulness and empathy to the workplace, we’ve created a high-performance agency environment that respects work/life balance for everyone. 

- Tiffany Guarnaccia, Founder and CEO 

Reflections and Learnings from the Museum of PR’s Event – Black PR History: The Imperative of Belonging

The Museum of Public Relations, in partnership with Diversity Action Alliance, kicked off Black History Month with a dynamic virtual conference, “Black PR History: The Imperative of Belonging,” hosted by Sabrina Browne, vice president, corporate at BCW. The panel explored a common thread shared by diverse PR professionals around feelings and experiences of marginalization in the workplace. In this time of the Great Resignation, retaining top talent is more challenging than ever, with more employees prioritizing mental health over the day-to-day grind of office culture. 

Undoubtedly, this is also a part of a larger conversation – employees are no longer okay with suffering in silence all in the name of a check. The Diversity Action Alliance pointed to recent stats which show a staggering number of Black and Brown employees have no interest in returning to the office. When given the option, they reportedly also prefer to work remotely as a way to minimize their experiences with microaggressions and other forms of toxic hostility which happen frequently when there are little to no initiatives in place to support widespread claims of a “diverse workplace.” As the panelists observed, in order to effect change, one must impact a business’ bottom line. And in this time of the empowered consumer and cancel culture, brands would do well to check their biases at the door. 

What are the ramifications of being oblivious in this current climate? We can consider Bath & Body Works’ current PR scandal around the “launch” of its oblivious Black History Month collection which caused the brand to begin Black History Month with its Twitter mentions in shambles. An overwhelming number of customers were dismayed to find that the limited-edition collection comprised already existing signature products dressed up in kente-cloth designs. On a more positive note, Bath & Body Works has pledged to donate $500,000 to the National Urban League. While it may have started out as a well-meaning and fantastic idea, it was executed poorly, leaving the brand to look inwardly for resolutions that will satisfy employees and consumers alike. Unfortunately, the immediate assumption from various stakeholders is that the company did not do its due diligence which could mean anything and everything from not hiring enough Black decisionmakers to insufficient prioritization of reliable and up-to-date research. 

Instances such as this one, should remind businesses to routinely evaluate their organization’s social and political DNA. Employees can be the biggest champions for a company if they are genuinely aligned with a company’s mission and feel supported. Bottomline – consumers and employees are not interested in performative recruitment and advertising campaigns. 

– Ernestine Belgrave, Account Manager

IAB ALM Conference Wrap Up

Every year, IAB’s Annual Leadership Meeting sets the stage for the advertising and ad tech industries on the most important tech-focused trends. The event included both IRL and virtual components to accommodate comfort levels in these times. 

The mood of the in-person crowd was upbeat. It was the first industry event for many in two years, and there were smiles all around.

Programmatic Trends 

It’s an important year for digital with several initiatives on the horizon. The looming deadline from Google to deprecate the third-party cookie is set to take effect next year, and marketers may not be prepared for the change. The IAB State of Data Initiative 2022 report, released during the show, indicates a gap between how prepared industry leaders believe they are for the third-party cookie and identifier changes than their organizational readiness demonstrates. 

This week Google introduced two new initiatives as it moves away from third-party cookies, including a Privacy Sandbox for mobile and Encrypted Signals for Publishers, which gives publishers the ability to use encrypted identifiers after cookies go away.

Brand safety and suitability were also topics of discussion, with brand suitability pushed to the forefront of where brands should focus attention. The pandemic revealed brand safety practices that put news at a particular disadvantage including broad keyword blocking on terms such as COVID-19 and BLM (Black Lives Matter). Experts discussed the importance for brands to take a highly customized approach to this practice, which may require a bit more effort, but open up larger audiences and scale. Not to mention help to keep a free press in business. 

The conversation revealed another challenge for the industry: the demise of local news. Brand safety practices have added to revenue loss for local news and other smaller publishers, which the industry has been experiencing for some time. Other factors include a move by advertisers to “walled gardens” or closed platforms and away from the open web, and a general lack of internal resources at these publishers to keep up with sophisticated programmatic practices. 

The Local News Media Consortium is among a group of organizations working to make programmatic a more profitable channel for local news publishers. Last week, the group revealed the results of a test with McClatchy, Lee Enterprises, E.W. Scripps and Tegna on a new identifier NewsPassID, which demonstrated significantly better outcomes for publishers in open programmatic auctions. It’s an encouraging step for the initiative, which still lacks scale but is working on a two-year timetable to gain broader adoption. 

Metaverse, Podcasts and Diversity

Buzz is building around the Metaverse, and there were several on-stage conversations devoted to this new medium. A fireside chat with sci-fi novelist Neal Stephenson dove into crypto, blockchain and implications for advertisers and gamers, hitting on previously explored themes like transparency and new revenue models.

Another fireside chat with multi-media mogul Charlamagne tha God explored podcasts and the opportunity they bring to creators. In 2020, Charlamagne founded the Black Effect Podcast Network in partnership with iHeartMedia and was inducted into the Radio Hall of Fame for the success he and his co-hosts achieved for The Breakfast Club, a top nationally syndicated radio program.

The topic of brand safety was raised during this discussion as well, and Charlamagne challenged the audience to consider bias among the advertising community when it comes to more controversial and extremely popular podcasts such as Whorible Decisions, one of the shows on his Black Effect Podcast Network. The show features the sexual escipades of two African-American women and former Wall Street executives, who Charlamange described as being “sexually liberated.” 

What’s the difference between these two women and white women who are open about sexuality? It’s an important question. 

Broadly speaking, diversity was lacking in the crowd at the conference. As we emerge from a two-year hiatus, it will be interesting to see if we experience a more diverse advertising industry, especially given the many hiring initiatives that were instituted during the pandemic. 

IAB ALM showed us that events, as we remember them, are still possible, and important. We look forward to convening again soon. 

– Gina Preoteasa, SVP

2022 Super Bowl Ads Recap: Who Got The “W”

The Los Angeles Rams may have taken home a big “W” over the weekend. But as football’s biggest night being one of the “most-watched events” in the United States, marketers everywhere were playing their own game of which commercials reigned supreme. With networks charging up to $7 million for a 30-second ad spot, let’s take a look at a few themes coming out of this year’s advertisements. 

Surprisingly there was little to no mention of the pandemic, COVID or even masks seen on screen. In fact, most of the ads were light-hearted in nature and focused on entertainment value alone. With this in mind, our PR agency summed up Super Sunday’s commercials into three major themes: Introducing the Past, Present and Future as told by the commercials: 

The Past: Reminiscing on Nostalgia

With a heavy focus on bringing a nostalgic element to this year’s commercials, we thought a few brands seamlessly wove their messaging into classic concepts.

Rocket Mortgage connecting the Barbie dream home to the current housing market was playful and extremely well done.

General Motors successfully rebranded Dr. Evil to be the new spokesperson for EV and green tech – highlighting the climate change crisis while pledging to make 30 new electric vehicles by 2025 in its ad.

With this year’s continued focus on EVs (a trend we saw stemming from CES 2022), Chevy's reunited the Sopranos kids to become the “next generation of electric vehicles.” Tying these iconic characters to the future of green tech made for a memorable commercial. 

The Present: A-list Celebrities Galore

With the big game returning to Hollywood this year, anyone who’s anyone in Tinsel Town seemed to have made an on-screen appearance. Don’t get us wrong, celebrity power can add to a brand’s ability to get noticed and we appreciate reading ScarJost’s mind with Amazon and reminiscing with comedy duo/friends Seth Rogen and Paul Rudd for Lays. 

However, we felt the idea of “ensemble casts” to be sometimes distracting to a brand’s bottom line. For example: 

• Eugene Levy, Catherine O’Hara, Brie Larson, Danai Gurira, and Dave Bautista for Nissan 

• Trevor Noah, Nicholas Braun, Jennifer Coolidge, and Gwyneth Paltrow for Uber Eats

• Rashida Jones, Leslie Jones, Tommy Lee Jones, and Joe Jonas for Toyota

The Future: Cryptocurrency can be for everyone 

We enjoyed the glimpse into the future from cryptocurrency companies. Both Coinbase and FTX captivated audiences with simple and relatable content with the goal of introducing crypto to the mainstream and making it more attainable for the masses.

We thought the classic DVD loading screen ad from Coinbase was simplistic, yet effective. Running for just about a minute, it was oddly hypnotic and got us all curious about what the QR code led to. Not to mention was a nod to die-hard fans of The Office (IYKYK). 

FTX, a cryptocurrency exchange, was borderline genius to enlist comedy icon, Larry David, to convey the relatable question: “is cryptocurrency really here to stay?” This message was well-received comparing the currency to that of the invention of the dishwasher and MP3 player. 

Thanks for tuning in to the insights from our advertising PR agency coming out of 2022’s biggest night for football, we think all of the marketing professionals can agree that the most action happened during the time-outs! Which ads stood out to your agency teams? And why? 

 – Maggie Stasko, Senior Account Executive

Kite Hill PR Named PR Agency of Record for PROTEUS™

Tech PR agency to lead PR for the international space station of the ocean

Kite Hill PR, an award-winning agile tech PR and B2B communications agency, has been appointed the Public Relations Agency of Record (AOR) for PROTEUS™, the world’s most advanced underwater research station. Kite Hill’s PR approach for PROTEUS™ includes earned media and mission-driven strategies, which will aim to garner a pipeline of partner deals and technology advancements.

PROTEUS™ is the brainchild of Aquanaut and Ocean Explorer, Fabien Cousteau, and builds on the legacy of his grandfather, legendary ocean explorer, Jacques Yves Cousteau. Aptly referred to as the “international space station of the ocean,” it represents the future of commercial ocean exploration enabling researchers to live and work at depth. 

The undersea station is being developed by Proteus Ocean Group, Ltd., a social enterprise that will also be responsible for operating the facility when it officially opens. PROTEUS™ will function as a global collaboration platform for researchers, attracting the world’s leading academics, private companies, scientists, and NGOs seeking to advance the research and development of solutions to the most pressing issues facing the Earth, including medicine, genetics, sustainable energy and food cultivation. 

“In this new era of purpose-driven communications, we wanted to work with thought leadership and media relations specialists with a strong background in technology,” said Lisa Marrocchino, CEO at Proteus Ocean Group. “Kite Hill PR has a notable track record of collaborating with its clients to navigate and develop high-level strategies for pro-social initiatives and delivering outstanding results. We look forward to working with them to build awareness for PROTEUS™ and our mission.”

Kite Hill PR was selected for its expertise in strategic communications and ability to establish clients within its growing Green Tech and ESG practice areas as thought leaders, in addition to the agency’s award-winning work across areas such as renewable energy, mobility and logistics.

“We are delighted to be named the PR agency of record for PROTEUS™ and amplify the teams’ expertise in and passion for ocean exploration,” said Tiffany Guarnaccia, CEO and Founder of Kite Hill PR. “Their mission to accelerate the research and development of innovations that positively impact the future of our planet and understanding of the world around us is inspiring. We are honored to be a part of history in the making while solving current and future issues.” 

PROTEUS™, envisioned as the first of a series of underwater research stations, will be located off the coast of Curaçao, in a biodiverse, marine protected area, in the Caribbean.

To learn more about Kite Hill PR visit kitehillpr.com.

To learn more about PROTEUS™ visit proteusoceangroup.com.

About Kite Hill PR

Based in New York City with team members in the UK and across North America, Kite Hill PR is a leading B2B communications and tech PR agency specializing in connecting enterprise technology, media and advertising businesses with key stakeholders. The company's winning approach combines thought leadership, strategy and media relations to drive clients' businesses forward. Kite Hill PR has been recognized as a “Top PR Agency in the US” by Forbes, as one of the “Top Specialist PR Agencies” by the New York Observer and as a “Top Place to Work in PR” by PR News.

About PROTEUS™

Proteus Ocean Group Ltd. is developing PROTEUS™, the world's most advanced underwater station, built to enable research seeking to address the most pressing issues the Earth faces. The multi-purpose marine platform will feature an onsite observatory, state-of-the-art research lab and habitat to facilitate life and work at depth. Accessible to academia, government, private industry, media and tourists, PROTEUS™ will also be essential to education and the advancement of marine research and development to drive disruptive scientific breakthroughs across areas including medicine, genetics, sustainable energy and food cultivation. For additional information visit: https://www.proteusoceangroup.com.

National Mentoring Month – The Power of Mentorship

January is National Mentoring Month, a time in which we can recognize the profound impact mentoring has on helping you uncover the potential that lies inside of you. Mentors serve as a source of knowledge that can help guide and nurture professional development. For professionals looking to grow in their careers, mentorship is important for continuous improvement to advance to the next level. Great mentors become a trusted ally that you can use as a sounding board to bounce things off of and will encourage and empower you. Additionally, a mentor can help you identify areas where you need to improve and help expand your network. 

In honor of National Mentoring Month, the team at Kite Hill came together to share some of the best advice received from a mentor. Check out the roundup below! 

• Shannon Blood, Senior Account Director

  • A former supervisor once told me “don’t be afraid to take chances, even if you think your idea might come off as silly.” The autonomy given to me at such an early stage in my career really propelled my creative contributions ever since.

• Mackenzie Gavel, Account Director

  • My first boss ever noticed that I was a bit shy and hesitant to express my ideas and opinions to the larger team. He told me that if I took away one principle from working with him, it was that it would be critical for me to become my own best advocate. That’s something that, throughout the years, has rang true for me in both work and life, and it’s now advice that I try to share often with others. 

• Maggie Stasko, Senior Account Executive

  • At my first agency gig, my account lead (now friend/mentor) shared the importance of being protective of your personal time and knowing your limits to avoid burnout. This is something I make a point to remind myself of every day at work. Taking a breath, a sip of water or a walk can be a total mood changer. 

• Khala Simmons, Account Executive

  • A former colleague turned friend told me to stop minimizing my capabilities and overall value to align with other people’s limitations. This has helped me become a better advocate for myself and embrace the fact that while I still have a lot to learn, I also have a lot to offer.

• Kyle Murray, Senior Account Manager 

  • A former boss of mine lived by the mantra of failing fast. If something is not working—quickly adjust strategies in order to achieve goals. I think this piece of advice can be applied both professionally and personally and is a good reminder that you’re not going to get everything right on the first try. 

• Emma Wolfe, VP 

  • I’ve been lucky enough to have some excellent mentors throughout my career. The piece of advice that has impacted me the most was to know when to keep pushing and when to reevaluate. In the PR industry, much like in life, having tenacity is essential for success, but knowing when to pause, evaluate and change course as needed can be even more imperative. 

New Year Resolutions – Take 2022 to the Next Level

2022 is finally here and it's the perfect time to reassess priorities to get motivated to take on all the great things the new year has to offer. We all can benefit from making resolutions that will allow us to make meaningful and impactful improvements to our lives. Resolutions look different for everyone and defining our personal or professional goals is a great way to hold ourselves accountable. At Kite Hill PR, we took some time to reflect on last year and set some goals to help guide the year ahead. Here is a roundup of resolutions from the Kite Hill team that will hopefully inspire some resolutions of your own!

• Isabella Roy, Account Executive 

  • 2022 is about embracing the quiet moments and expanding my brain by learning some elementary Spanish and sign language. 

• Maggie Stasko, Senior Account Executive

  • This year and every year, I'm focusing on healthy living and practicing mindfulness whenever possible. I'd also love more travel in 2022!  

• Mackenzie Gavel, Account Director

  • In 2022, one of my chief goals is to better embrace the art of slowing down. That means taking the time to be present, and appreciate moments big and small with friends and family.

• Phyllis Beck, Culture & Workplace Experience Manager

  • My New Year's Resolution is to start devouring all of my nicest things and save no small pleasure for the future. I'm going to burn those fancy candles, use those yummy beauty products and wear my best jewelry every day. 

• Khala Simmons, Account Executive

  • In 2022, one of my main goals is to slow down, so I can enjoy the luxuries of life and be more intentional with my professional and personal decisions.

• Kyle Murray, Senior Account Manager

  • My biggest goals for this year are to practice gratitude for all that I have, live in the present and enjoy the simple pleasures each day offers.

• Meredith Dunbar, Senior Account Executive

  • This year I am going to be spending more free time outside and I want to prioritize a creative project each week. Maybe learn how to watercolor!

• Patrice Gamble, Account Manager

  • This year I am focused on living a more intentional personal and professional life and frequently setting aside time to reflect and appreciate my growth over the next year.

• Jeanne Meyer, Chief Client Officer 

  • I set intentions in lieu of resolutions. In the year ahead, I intend to prioritize fitness, wellness and self-care, which will pay dividends to family, clients and colleagues.

• Kerriann Becker, Account Executive

  • In 2022, I’d love to prioritize myself and “me” time more. The last two years have been hard, and self-care is important. I want to prioritize more of that this year. 

• Liana Zamora, Assistant Account Associate

  • In 2022, I want to focus on establishing a work/life balance and also to remember how important it is to celebrate my accomplishments no matter how small. 

Trends and Takeaways from CES 2022

The world’s biggest tech trade show just wrapped up last week. And this year’s CES was filled with a few unexpected twists. It all started when big names like T-Mobile, Amazon and General Motors chose not to attend in-person due to recent spikes in COVID-19 and others such as Google, Microsoft, AMD, Intel as well as several Kite Hill PR clients modified their in-person attendance plans at the last minute. Even many major media outlets chose to cover the event virtually. 

However, despite the eleventh-hour switches, CES’ first attempt at a hybrid trade show went over surprisingly well – with lots of successful announcements happening. In our industry, we know how challenging it is to navigate in-person trade shows and live events during the continued uncertainty of the pandemic; it is all about staying agile. CES was able to pivot and the show went on! 

Let’s take a look at a few key trends and takeaways we gathered coming out of CES 2022:

1. The metaverse is here to stay

The concept of the metaverse is a combination of virtual and augmented reality technologies in a new online realm. What does this mean for 2022? Over the course of the next year, we’ll see fashion brands sell makeovers where avatars will get dressed up with designers like Gucci creating digital outfits. Procter & Gamble will launch BeautySPHERE, which will walk users through the ingredients and processes used to make their cosmetic products.

Advertising company Wunderman Thompson even held its conference activation virtually in a metaverse-like environment and the agency says it will create for clients eventually using its “inspiration kiosks.”

2. Major improvements for work-from-home life

The Parks Associates released new data at CES 2022 showing that the number of connected devices in broadband homes continues to explode, growing from 9.6 in 2017 to 14.5 per home in 2021, and that 41% of broadband homes now have a streaming media player – both most likely a result of the pandemic. 

This type of data brings good news as it seems, at last, the technology world has caught up to the home-office lifestyles we’ve all been living. From robots cleaning our houses to better webcams for video calls and everything else in between, 2022 could be the easiest year yet for WFH.

For example, Anker (a Kite Hill PR client) debuted its B600 video bar: the world’s first video camera with built-in light and high-end audio designed for the home office – great example of reading the marketplace and delivering what legions of work-from-home professionals will want to bring their best game to video conferencing. AMD and Intel both had chip announcements that should lead to some solid computers this year. Lenovo and PS have both opted for high-resolution webcams for their laptop launches this year. Faster processors, updated button layouts and longer power cables were also major conversations that happened throughout the week at CES. 

3. Health-tech made CES history

This year marked an important first for the health-tech space: Abbott CEO Robert Ford presented the first healthcare keynote at CES. On top of that, over 100 health companies exhibited. The CES health-tech track once again proved itself the place to look for true innovation, making consumers even more aware of how technology can improve the industry. 

The pandemic spurred rapid innovation from digital health companies across the globe who continue to find ways to make our lives safer. For example, Opteev developed ViraWarn, the first-ever airborne COVID-19 detector. The ViraWarn product line is divided into two types of products that will fight the COVID-19 pandemic with an instant diagnosis of COVID-19. 

In addition to health, there was a collective focus on wellness for this year’s tech including a mat-based scale that gives recommendations on how to improve posture and a connected wearable that helps track sleep and activity. Skincare even made an appearance with new technology and an app offering individualized skin treatment, based on their selected beauty program.

4. The auto industry will be about much more than mobility in ‘22

Auto tech is always a big part of CES, but this year offered a new concept. To the automakers and tech companies, our cars are now a “third space” – a place where you can work or watch TV. If you’re just using your car to get from point A to B, think of it now as a device connecting you with the others important to everyday life.

Big automotive themes this year focused on BMW’s color-changing car, John Deere’s self-driving tractor, and electric vehicles becoming more affordable. Specifically, GM CEO Mary Barra unveiled the American automaker’s second electrified truck, the Chevrolet Silverado EV. 

Microsoft is even getting involved in the auto space. Partnering with Wejo Neural Edge, they’re claiming to create a metaverse “digital twin” of both your car and driving environment, helping to bring autonomous vehicles and smart cities to a true realization.

5. Future of Fintech promises inclusivity and diversity

A main theme in the financial sector at CES explored how the industry might drive broader inclusivity in access to financial resources, the ways banks are changing, and how cryptocurrency adoption may further evolve. Sushil Prabhu, the CEO of Dropp, a blockchain-based micropayments technology and Kite Hill PR client, took the stage at a CES FinTech panel and drove home the ideal of financial inclusion, using micropayment to give the billions of ‘underbanked’ citizens access to financial services. 

6. CES’ smaller audience gave small-biz tech a warm welcome

And last but certainly not least, small businesses and start-ups were given prime locations and forums for breakthrough ideas due to large corporations changing attendance plans – a positive outcome from the pandemic. Though known for its big names, CES is also a crucial international venue for smaller players to reach consumers and industry partners. This was even more so the case in 2022 with these major corporations not attending in person. 

In fact, in-person attendees said that despite the smaller overall attendance, those who were on the ground were more open to discovering new technologies and engaging more deeply – especially after nearly two years of Zoom fatigue. This year, attendees were able to find start-ups and small businesses more easily as they were given better booth spots. And even though attendance was down overall, small businesses were able to have good-quality and high-impact conversations. 

– Maggie Stasko, Senior Account Executive 

Meet the Team: Michael Kocher

Kite Hill PR is a top partner for some of the most innovative tech companies today because of the work from our amazing team. This blog post is part of our “Meet the Team” series to provide some insight into our talented Kite Hill PR pros.

Name: Michael Kocher

Title: Assistant Account Associate

Location (where in the world are you literally working from? City/State): Concord, North Carolina – right outside of Charlotte!

What does Kite Hill’s value of balance mean to you? What are you doing in your day-to-day to embody this value? Definitely prioritizing the most important projects at work, as well as the most meaningful experiences outside of work! 

Words to live by – What is your mantra in life? Nothing is forever, so treasure the good moments and try not to dwell too much on the bad.

Favorite tech tool: My iPhone’s USBC charger – it charges everything so fast!

What song is the soundtrack to your life? I put so much thought into this and couldn’t think of one that really embodied my life! But a song I’ve been obsessed with lately is “Thieves and Their Hands” by Rachel Cantu.

Favorite publication: New York Times

Who is your kindred spirit? A hard choice to make between Selena Gomez’s character Alex Russo from Wizards of Waverly Place and Leighton Meester’s character Blair Waldorf from Gossip Girl!

Fun fact about you: I was born on Cinco de Mayo!

Looking Back at 2021 – A Message from our CEO

Reflections on an Extraordinary 2021 

A note from our Founder and CEO, Tiffany Guarnaccia

As I reflect on 2021, I want to honor the resiliency that led our team to extraordinary accomplishments and growth over the past year. While we navigated COVID-19’s continued impact on how the world communicates, we saw the role of strategic communications become even more vital and our partnership with some of the world’s most dynamic and important brands expand. Throughout the year, our team of talented B2B PR professionals drove impactful results, answered market demands and strengthened connections while supporting each other in a world where it is crucial for your mental health to be a priority. Taking a 100% flexible Work from Anywhere (WFA) approach, we hired team members in 11 states and 2 countries. Remaining agile in a world that’s ever-changing is crucial as we meet and exceed the needs of clients. 

Some other highlights this year included:

• Expanded service offerings via a dedicated Environmental, Social, and Governance (ESG) practice, formalizing our rapidly growing work for mission-driven and pro-social brands. 

• Our team helped quarterback communications for several major transactions, including the Alussa Energy and Freyr SPAC acquisition and subsequent NYSE listing. They are now a power player in clean tech. We also worked with longstanding market leaders in media and advertising on the strategic communications around hot M&A deals, like Trusted Media Brand’s acquisition of Jukin Media. 

• We continued to support the PR industry as a member of the PR Council and took on a new role as the agency partner for Communications Week, following the sale of the global community we founded and ran to Ragan Communications. 

Our pioneering of the PR Sprint® Workflow, inspired by agile development used by top tech brands, and the way our agency stays nimble to deliver for clients, was awarded a registered trademark this year. I created the PR Sprint® Workflow as part of Kite Hill PR’s ongoing mission to advance the PR industry. 

I look forward to 2022 and continuing our work as an agile, strategic, forward-thinking tech PR agency. Thank you for your continued support and for playing a crucial role in our agency’s success. 

Have a wonderful holiday season. 

Meet the Team: Khala Simmons

Kite Hill PR is a top partner for some of the most innovative tech companies today because of the work from our amazing team. This blog post is part of our new “Meet the Team” series to provide some insight into our talented Kite Hill PR pros. First up: Khala Simmons.

Name: Khala Simmons

Title: Account Executive

Location (where in the world are you literally working from?): Columbia, South Carolina

What does Kite Hill’s value of balance mean to you? What are you doing in your day-to-day to embody this value? The value of balance means that Kite Hill cares about me beyond what I can do for them, which is rare. While prioritizing work responsibilities is vital, it’s also important that companies acknowledge how valuable personal maintenance is for its team members. I embody this value in my day-to-day life by taking a brief step away from work when I need to decompress and regroup. This creates a positive cycle because when you feel stable outside of work, you are more productive during work!

Words to live by – What is your mantra in life? I’m not ready, but I’m qualified!

Favorite tech tool: Camera Connect - I shoot self-portraits in my spare time and being able to sync this app to my Canon is a lifesaver, especially since I wear both the photographer and model hat most times!

What song is the soundtrack to your life? “Masterpiece” by Jazmine Sullivan

Favorite publication: Essence

What is your kindred spirit? According to an online quiz, my spirit animal is a panda! They’re calm and gentle souls, but also strong and determined. I’ll take that!

Fun fact about you: I’m the host of The Boujee Boss Up Podcast - a show dedicated to helping women boss up in their business, their relationships, and their self-development!

Kite Hill PR Announces ESG Consultancy Services

Agency takes an agile approach to meet growing client demand for ESG and purpose-driven communications campaigns

Kite Hill PR, an award-winning agile tech PR and B2B communications agency, is establishing a dedicated Environmental, Social and Governance (ESG) practice, formalizing the agency’s rapidly growing work in helping clients navigate and develop earned media and thought leadership strategies for mission-driven and pro-social initiatives.

“This builds upon our ongoing commitment to help clients navigate today’s most pressing issues in authentic and transparent ways,” said Tiffany Guarnaccia, CEO & Founder, Kite Hill PR. “As we enter into a new era of purpose-driven communications, clients have been increasingly reliant on us for insight and execution of strategic public relations programs that highlight how ESG initiatives are interlaced into an organization’s overarching business strategy.” 

The Kite Hill PR team brings a track record of award-winning work, in areas such as renewable energy, mobility, logistics, and the growing number of media, advertising and enterprise technology clients who rely on the company for strategy and thought leadership. In addition, Kite Hill PR has counseled and launched multiple mission-driven initiatives from across its client base related to public health, DE&I as well as climate change and sustainability. 

The move builds on one of Kite Hill PR’s missions to advance the PR industry itself, including Guarnaccia’s work to launch and grow Communications Week; a global community and conference property that was acquired by Ragan Communications in 2021. Guarnaccia remains co-chair of Ragan’s Communications Week board. The agency also pioneered the PR Sprint(™) model, an agile workflow for the industry and is active with various industry groups including PR Council and PRSA, as well as the British Consulate.

About Kite Hill PR

Based in New York City with team members in the UK and across North America, Kite Hill PR is a leading B2B communications and tech PR agency specializing in connecting enterprise technology, media and advertising businesses with key stakeholders. The company's winning approach combines thought leadership, strategy and media relations to drive clients' businesses forward. Kite Hill PR has been recognized as a “Top PR Agency in the US” by Forbes, as one of the “Top Specialist PR Agencies” by the New York Observer and as a “Top Place to Work in PR” by PR News.

Communications Week 2021 Recap: People-Driven Communications is Key

For the eighth year in a row, Communications Week™, the cross-industry event for public relations, marketing, and media professionals, brought together subject-matter experts and a global audience to discuss the most important topics impacting the industry today and what to expect heading into 2022. 

This year’s conference theme addressed the transformation in the industry and the new era of communications. Speakers and panelists from Triller, Nestlé, Amtrak, and Kite Hill PR, among others, discussed topics such as navigating the hybrid work environment, what it means to be culturally relevant today, the role of internal communications, and the future of thought leadership.

Let’s take a look at some of the key themes that emerged during these conversations. 

People-Focused Communications & Purpose-Driven Work 

The last year made it clear that there is no difference between internal (employees) and external (clients/customers/stakeholders) communications – all communications must embody the same core messaging and should be communicated across key audiences. We also learned the value of company purpose. From an internal perspective, having a clear purpose will increase talent retention and recruitment while encouraging employees to deliver their best possible work. Studies have found that when work is tied to something meaningful, people feel more connected and fulfilled.

From an external perspective, a strong communicator in today’s PR landscape is someone who is not only well-versed in media relations, but an impactful storyteller and active listener. What is happening in the world right now that could impact messaging, initiatives, campaigns and thus, audiences? And transparency and authenticity is key when it comes to effectively communicating with key audiences. All things that PR professionals communicate have an impact – our voices can produce value and create new meanings for our clients and their industries. 

Hybrid Work Environments

There is not a one-size-fits all template for hybrid workplaces, in fact many agencies and brands are still figuring out what best suits their workplace needs. While we navigate the constant evolution of our industry and workplace dynamics, it’s important to stay flexible. 

Many speakers shared tactical tips to consider as your company finds the right balance of in-person and virtual work, which starts with how we literally communicate internally. For example, the best use of email is to formally communicate decisions, confirm/schedule appointments, document important conversations and send company-wide announcements that require all staff to receive the same communications simultaneously. Slack, on the other hand, should be leveraged to create open lines of communication, encourage cohesiveness, increase accessibility, reduce silos, and create personal employee experiences. If you’re looking to boost engagement among your employees who might be signing in from all over the world, organized internal communication is key. 

Despite having employees dispersed, a critical component of employee happiness is company culture. Many attendees asked how to create and maintain a solid work culture amidst the hybrid environment and key recommendations included: 

• Kickstarting culture throughout the pre-boarding, re-boarding, on-boarding and spot-boarding processes. Use educational sessions with new and current employees as a way to reiterate and exemplify the company culture, and encourage employees to embody that culture throughout their day-to-day work. 

• Leverage your people managers to be empowerment ambassadors who recognize wins, creative thinking, and the big risks that people take. Empower your employees to be authentic and tenacious in their roles, and create an environment where 360º feedback is encouraged. 

 The industry is evolving faster than ever before and as we navigate the current environment “people-driven communications” is key to success. Stay agile and be prepared to pivot when necessary. Don’t be afraid to A/B test different tactics to help you, your agency, and employees find the right groove. Communications professionals who prioritize identifying and effectively articulating their values in a transparent way will continue to see expansion – not only in the work the company does, but also among employee skill sets and motivation. 

Kite Hill CEO and founder, Tiffany Guarnaccia, founded Communications Week in 2014 and grew the business from a grassroots event to a global community and virtual conference. In 2021, Communications Week was acquired by Ragan Communications and Guarnaccia moved to hold the position of co-chair of Ragan’s Communications Week board. To learn more about Communications Week and to stay updated on future events, visit www.commsweek.com.

What My First Marathon Taught Me, Professionally

About a month ago I ran my first marathon. While the experience boosted my stamina and helped me maintain an overall healthier lifestyle, all of the training and effort that went into this 26.2 mile run also had unintended and significant side benefits. It made me a better leader and a more focused and confident professional. 

The qualities that make us great professionals are not gained only on the job. So many of the things that make us better at our jobs can come from accomplishments outside of the workplace. Here’s how that’s worked out for me:

It reinforced the power of a network. Running has been a lifelong hobby and just that. At the beginning of 2021, I joined a local running group. What has always been a solo activity turned into a powerful support network that helped me to feel more confident in my abilities, as well as increased my passion for the sport.  

It made me more confident. The confidence I gained from running has transferred over to my professional life. Confidence can be a bit elusive and intangible. I think confidence, or a lack thereof, underpins a lot of what can hold people back professionally. For example, imposter syndrome, anxiety, indecisiveness and a lack of focus, determination and motivation can all hold us back from performing our best. 

It’s a reminder that achieving big goals is possible. A goal is just a wish until you write it down and commit to it. Creating a goal around the thing I love doing and then succeeding at it has been incredibly rewarding. When there are professional setbacks, the race is something to positively reflect on. I know that I am capable, strong and resilient. That is true of goal-setting in the workplace.

Personal passions can provide stress relief. I do some of my best problem-solving when I’m out on a long run. It’s also a great de-stressor for me, which benefits my family, co-workers and clients.  

Don’t ignore your passions; pursue them! You might be surprised at how activities outside of your work life can offer tremendous career benefits.

Gina Preoteasa, Senior Vice President