MAGAZINE INTRODUCING:
you
THE ALGORITHM OF
05
DAILY HABITS OF PHOTOS
great communicators
TE&CO. CELEBRATES FIVE YEARS IN BUSINESS
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6 CEOS, 6 STYLES OF COMMUNICATION AND WHAT WE CAN LEARN FROM THEM
THE CEO'S PR PLAYBOOK & audio experience
I S S U E
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PLUS GETTING OFFLINE WITH THE WOMEN OF BROAD SHOULDERS
To my clients - For inspiring me to reach for the stars, and beyond. Thank you endlessly for continuing to allow me to believe in something bigger. Dedication Tamara Edwards
TE&Co.
TO MY HUSBAND For being front row on
the roller coaster. I am me because of you.
TE&CO. MAGAZINE
TE&CO. MAG A ZIN E
6 CEOs & 6 Styles of Communications and Audio Experience
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C O N T Your Company’s PR Strategy
Your Personal Brand
28 The 5 Pillars of PR
46 WORKBOOK: Discovering “The Algorithm of You”
34 The X’s and O’s of PR 38 Recipe for Press
61 The 5 Daily Habits of Great Communicators
Issue 4
CO N T E N T S
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Editor’s Note
The CEO’s PR Playbook
XX, TAMARA EDWARDS
BY TAMARA EDWARDS
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64 The Operational Value of Internal Communications BY LIZABETH WESELY-CASELLA
70 Embodying Your Message as a CEO BY ANNA KUUSELA
74 Making an Impression BY MADELINE RUHL
80 TE&Co. Celebrates 5 Years in Business
PHOTOGRAPHY BY ANDRES ORTIZ OF THE STUDIO CHICAGO
PULSE CHECK 85
E N T S
editor’s note
Listen on Spotify Season 2, Episode No. 1
Everything you do or say is public relations. In the age of information, it’s now more important that we all — businesses, brands, and individuals alike — show up, and do so with intention.
If there is one thing that I have learned in the last ten+ years of working closely with hundreds of executives, entrepreneurs, founders, job creators, and some of our country’s most innovative and brilliant minds, it is that:
this work, this effort, this mission ...is an incredibly simple catalyst for change. Once you realize that you have the ability to influence outcomes and cut through the noise, the conversation changes.
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This Magazine is an expanded conversation of what I spend 99.9% of my retained time doing: thinking alongside my clients to pin down the timely, key, most important, most relevant message — and where, when, and how exactly this message should be delivered. You may have heard the terms "PR," "Communications," and "Personal Branding" thrown around — especially by me. This sounds big and scary, but what it refers to is the ecosystem of the tools, techniques, and strategies that make up the public profile and external communications of you and your company. Before we begin, here are three basic things you need to know whether you want to hear it or not.
PHOTOGRAPHY BY ANDRES ORTIZ OF THE STUDIO CHICAGO
A LETTE R F ROM T H E E D I T O R
T E& CO . MAGAZINE
1. You are a brand
1. You are a brand 2. "Strategy" is not synonymous with "complex." 3. Your silence is loud. 1. You are a brand 2. “Strategy” is not synonymous with “complex.” 3. Your silence is loud. 1. You are a brand 2. “Strategy” is not synonymous with “complex.” 3. Your silence is loud. 1. You are a brand 2. “Strategy” is not synonymous with “complex.”
2. Strategy is not synonymous with "complex"
3. Your silence is loud. 1. You are a brand 2. “Strategy” is not synonymous with “complex.” 3. Your silence is loud. 1. You are a brand 2. “Strategy” is not synonymous with “complex.” 3. Your silence is loud. 1. You are a brand 2. “Strategy” is not synonymous with “complex.” 3. Your silence is loud. 1. You are a brand 2. “Strategy” is not synonymous with “complex.” 3. Your silence is loud. 1. You are a brand 2. “Strategy” is not synonymous with “complex.” 3. Your silence is loud.
3. Your silence ymous with “complex.” 3. Your silence is loud. 1. You are a brand 2. is lwitho“complex.” ud 3. Your silence is loud. “Strategy” is not synonymous 1. You are a brand 2. “Strategy” is not synonymous with “complex.” 3. Your silence is loud. 1. You are a brand 2. “Strategy” is not synon-
1. You are a brand 2. “Strategy” is not synonymous with “complex.” 3. Your silence is loud.
If you gain nothing else from this Magazine, just know that YOU are a voice. And once you start using your voice, things can become very, very interesting. So why not try?
TAMARAE DWA RD S. CO
xx,
Tamara 05
THE CEO ’S PR P L AYB O O K
86 TE&CO.’S DIRECTORY OF RECOMMENDED SERVICES
88 GETTING OFFLINE WITH THE WOMEN OF BROAD SHOULDERS
The Algorithm of You is a method that is designed to challenge conventional thinking, quiet the noise, and give you time, space, and techniques to bring your best ideas to life. Host Tamara Edwards has spent 10+ years partnering with busy entrepreneurs, founders, and executives as they navigate how to strategically position and promote their best ideas in a way that leads to measurable business outcomes and increased demand.
Listen on Spotify >>> 06
The common thread? Forget the likes, follows, and retweets — and instead, focus on the quality of relationships, products, services, and your business’ bottom line. TA MA R A EDWA R D S . CO
Great design listens before it speaks loudly. brand identity / illustration / pitch & sales decks / web design & development / email newsletter campaigns / UX / packaging design / app design / creative & roll out strategies
brooke@brookeandmortar.com
BROOKEANDMORTAR
THE CEO ’S PR P L AYB O O K
SIX CEOS
&
SIX STYLES OF
COMMS
(communications)
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6 CEOS & 6 Styles of Communications In the age of information, there is no one size fits all when it comes to a company’s external communications strategy. In the pages ahead, you’ll meet six Chief Executives from across industries. In addition to navigating their companies’ overall health, all have a hand in shaping their companies’ external communications through PR, Personal Branding, and Communications. You’ll notice that each individual has their own algorithm that takes into account several variables — including industry positioning, team size, stage of the business, growth goals, personal preferences, bandwidth, and so much more.
Listen on Spotify Season 2, Episode No. 2
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s the CEO, how would you describe your role in leading external communications? Brand alignment is paramount. Through our PR, we aim for the same level of enthusiasm and anticipation as Apple, Tesla, or Nike. Everything we communicate must exude high quality and excitement upon first glance. We leverage the press release for PR. Personally, my primary platform is LinkedIn, where I announce industry victories sparingly to maintain impact.
Why do you think it’s important for you as the CEO to be involved with PR and external comms? Cloud Apartments is in the real estate industry where credibility is paramount — especially when it comes to substantial, multi million dollar investments. Given our size and stage (as a startup), we must project utmost credibility and punch above our weight to compete in this arena. Our lean team boasts extensive experience, ensuring that our communications and brand reflect our unwavering credibility.
What specific modalities do you use to communicate? LinkedIn has been a powerful platform, impressively connecting with a wide audience. Organic press coverage has also been impactful, especially recent features like the Business Insider article. Looking ahead, we’re excited about producing compelling content that narrates our story of sustainable, smart, and affordable apartments. While we might explore different modalities like billboards and an innovative website, social media platforms like Instagram and TikTok might not be our focus.
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The goal is to stand out in the industry with unique approaches.
How would you define your communication style for the company? I’ve been working closely with Tamara to ensure that our focus remains on Cloud Apartments — rather than just boosting my personal name. As such, our messaging is straightforward, devoid of heavy marketing language, and is centered around our company’s news, concept, and assets.
What advice would you give to first-time CEOs about their role in PR and external communications? Great question. The impact of PR and branding varies within the business model. In the case of Cloud Apartments, communication, optics, and polish are crucial — even outweighing the product’s excellence. How we convey ourselves holds immense significance. If we look back to Tesla’s early days, we can see how aesthetics can influence perception and highlight the vital role of effective communication in shaping reputation.
CEO and Founder of
Cloud Apartments
Year established: 2021 Company Size: Lean. We’ve raised over $4 million in venture funding.
Value Proposition: Cloud Apartments is at the forefront of creating affordable housing through innovative methods. Imagine a 21stcentury interpretation of apartments, blending modern design, highend amenities, and cutting-edge technologies to enhance the renter’s experience — all manufactured in factories for affordability.
TA M ARAEDWARD S .CO
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The goal is to stand out in the industry with unique approaches.
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Year established: 1985 Company Size: At the time of this interview, our team has grown to 122 people.
Value Proposition: Premier International is a tech consulting firm enabling successful tech transformations for companies by providing essential data. As the visionary leader, I guide us toward future possibilities and growth, shaping the company’s ultimate potential.
CEO of
Premier International
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hy is it important that you as the CEO are involved in the PR and external comms of your company? Consistency and alignment in our external messaging is key. It’s crucial for both the team and for potential hires to see this approach. It also is a reflection of what clients and employees can anticipate when engaging with us.
What specific modalities do you use to communicate? Externally, I mainly use LinkedIn for posting, along with some content on our website. On LinkedIn, I engage through videos, posts, interviews, and podcasts There’s occasional content on Twitter and our internal website as well.
How would you describe your communication style? I am approachable, genuine, and authentic. My communication style is natural, personable, and optimistic — mirroring my personal qualities. I work closely with Tamara and TE&Co. to extract rather than create my personal and professional communications style, reflecting my true self.
What advice would you give to first-time CEOs about their role in PR and external communications? Your role is vital — both internally and externally. Don’t underestimate your impact. Ensure your voice aligns, if not entirely, with the brand’s essence in message and delivery. Market perception ties closely to your words. Take ownership, be intentional, and recognize the significance of your communication.
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How has TE&Co. helped you navigate your external communications? What struck me most about working with TE&Co. was that they didn’t create my voice; they helped me discover it. I’ve always been a leader, yet never consciously understood my voice’s essence for internal and external communication. The TE&Co. team aided me in uncovering, comprehending, and expressing it authentically. Initially, I hesitated, fearing insincerity tied to personal branding’s promotion. Instead, they helped me solidify what I already possessed: a strong voice discussing my passions in a resonating manner.
This insight was invaluable.
Anything else to add? I’d like to emphasize that this investment of time and resources can yield benefits for both you and the company. Its impact extends beyond LinkedIn posts, shaping how people perceive you and your organization. It influences recruitment, client relations, and so much more. Establishing this personal brand wields substantial influence, a realization I initially underestimated but now fully grasp.
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hy is it important that you as the CEO are involved in the PR and external comms of your company? As the brand’s face, I prioritize client interaction. It’s key for me to build relationships, ensuring a personal touch. Regardless of growth, clients connect with the owner, not feeling like just a number. Whether a small or large project, we provide tailored service and communication.
What specific modalities do you use to communicate? LinkedIn, Instagram, and the Website.
How would you describe your communication style? I aim to maintain a positive atmosphere, infusing optimism into my communication. This involves highlighting solutions, achievements, and opportunities to foster personal connections with clients and potential partners. I emphasize a positive, highenergy approach while also employing empathy to understand diverse perspectives. This allows for effective communication that addresses individual needs and emotions, whether contributing to existing ideas or collaborating on new ones. I prioritize transparency and trustbuilding. I emphasize open and honest communication in my envisioned role within the company. This includes introspection and candid discussions, even involving decisions about selfimprovement.
What advice would you give to first-time CEOs about their role in PR and external communications? First, define your message and comprehend your target audience. 14
Articulate your company’s missions, values, and goals to ensure clarity across the board and understand your audience better. Before you communicate outwardly, establish this internal alignment. Stay consistent as a top priority; while strategies might shift, maintaining a consistent brand evolution, messaging, and tone is crucial. Emphasize authentic transparency and empathy as you expand.
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How has TE&Co. helped you navigate your external communications? Participating in "Brand in a Box" has allowed me to shift my personal branding. Although I’m usually more comfortable behind the camera, this opportunity has pushed me to overcome my self-criticism and step in front of it. I’m excited to unveil this new side of me on social media — a perspective that my audience hasn’t seen before. This move towards a more personal presence aligns with my desire to strengthen client connections through communication. Working closely with my brand manager and graphic content specialist, we’re reviewing footage to showcase this change and plan to unveil it this fall. It’s about bringing myself, usually in the background, to the forefront of my brand.
T WAR CEO and Founder of
Wardlaw Productions
Year established: 2015 Company Size: Less than 10 people
Value Proposition: An award-winning television and cinematic film company based in Chicago and in Milwaukee. We provide services for companies that are looking to tell their stories for networks, agencies, and creative partners.
YSHUN DLAW TA MARAEDWARD S .CO
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DR.
MIRA BRA CEO and Founder of
Towerscope
Year established: 2018
“
People don’t merely engage a company; they connect with the individuals driving it.
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Company Size: Towerscope is a microenterprise made up of me (the founder) and contractors.
Value Proposition: Towerscope is a social impact organizational development firm that primarily aids leaders in healthcare, STEM research, and various industries. We place special emphasis on promoting women in leadership and enhancing team effectiveness, striving to create high-performing teams.
ow would you describe your role in leading external communications? In my work within healthcare, academia, STEM fields, and industries, I’ve observed a lack of leadership development for individuals transitioning from technical roles to leadership positions. Many who excel as experts in their fields struggle to lead effectively without proper training.
NCU My role involves educating these leaders about the need for coaching
and consulting to bridge this gap, emphasizing the value of expert support.
My personal involvement as the CEO allows me to directly convey the nuances of our approach. Hearing directly from me adds authenticity to our message and aligns with my deep expertise in the field.
Why is it important that you are involved in PR and External Communications for your Business?
from the people behind the scenes, not just an external spokesperson. For me, particularly with my focus on supporting women in leadership, authenticity is crucial. Having been a woman in leadership myself, I understand the significance of balancing authenticity with strong leadership. Initially, I pondered whether to keep myself in the background, but I’ve realized that people are more intrigued by my journey and insights than a faceless company. Connecting with individuals is what truly resonates.
What specific modalities do you use to communicate? I initially chose Psychology Today for my thought leadership and branding strategy. Transitioning from a subject matter expert to a trusted public figure, I aimed to leverage thought leadership for marketing. Expanding from there, I engaged in speaking at conferences, contributing to platforms like Thrive Global, and guesting on podcasts. I launched my podcast, "Hard Skills Raising," as a live radio show turned podcast and YouTube channel.
This diversifies how people connect with me. Alongside newsletters and social media, continuous education remains a background component of my strategy.
People don’t merely engage a company; they connect with the individuals driving it. Trust and credibility stem
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Year established: 2023 Value Proposition: I specialize in representing clients within the critical infrastructure sector, primarily focusing on the energy industry. My role involves strategic positioning and advocacy with the federal government, as well as providing insights into complex market dynamics, especially within the electric sector. I assist clients, including cybersecurity firms, in effectively communicating their messages, targeting the right audiences, and navigating the intricate landscape of critical infrastructure industries.
As the CEO of your company, how would you describe your role in leading external communications? I am the driving force behind our external communications efforts. This includes my bi-weekly newsletter, The Essentials, which garners significant engagement and has attracted over 2000 subscribers in less than two months. I personally write the content and my assistant aids in editing. Additionally, media inquiries and interviews are directed to me for now, but I anticipate involving other team members as the company grows.
How would you describe or define your communication style? My strengths in communication lie in my genuine enthusiasm and energy when discussing various topics. I excel at conveying complex subjects to diverse audiences, whether it’s explaining intricate industries to the media, policymakers, or simplifying matters for friends and family unfamiliar with the field. I bring clarity to otherwise complex and opaque concepts. 18
hat advice would you give to first-time CEOs about their role in PR and external communications? When I embarked on opening my own business, having come from the trade association sector where PR was paramount, I realized the significance of personal and company branding. It’s all about that crucial first impression. Early attention to branding sets the stage for success, allowing you to concentrate on delivering value to clients. Grammar and communication quality is paramount. Sloppiness in grammar and typos seems to be on the rise, and this detracts from professionalism. I emphasize that whether communicating with members, clients, the press, or stakeholders, all channels demand a polished presentation. This extends to visual branding and writing, including thorough editing to minimize errors. This attention to detail instills confidence in an organization, inspiring both clients and partners.
How has TE&Co. helped you shape your communications? TE&Co. excels at distilling the essence of a client’s business, whether it’s personal branding or more extended PR engagements. Tamara helped me crystallize my message to its core — which lended itself to clarity for various elements like photos, videos, and PR templates.
CEO and Founder of
Joy Ditto Consulting
“
It’s all about that crucial first impression.
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Year established: 2021 Value Proposition: RAYNE IX operates as a consultancy primarily within professional business services, aiding Executive Women in launching, growing, and exiting their coaching or consulting businesses for greater autonomy and financial freedom.
“
Thought leadership and showcasing strategic thinking are crucial in PR efforts.
KILEY PET
CEO and Founder of RAYNE IX and
The 100 Collective 20
hat is your role in leading external communications? By design, I positioned myself as the face of the company. My role in external communications is integral as the face of the company, reflecting the fact that people connect with people. Thought leadership and showcasing strategic thinking are crucial in PR efforts. Externally, we’re on Instagram and LinkedIn, while speaking engagements have proven most effective. Our communication style is professional, approachable, and educational without condescension.
Why is it important that you as the CEO are involved in Communications? As the CEO, it is important for me to be involved in PR and Communications. I am the face. Not out of ego, but because of the simple fact that people want people. For years, people told me they wanted more of my brain. My thoughts. So, my company is showcasing me and my thought leadership.
What specific modalities do you use to communicate? One thing that we have worked hard at at RAYNE IX is a specific communication process. Internally, we use tools like a CRM, Slack, Zoom — and we have a chain of command.
ERS
In terms of external communications, we’re still figuring out what the exact combination looks like for us. Instagram and LinkedIn are great tools, but it’s not where I want to spend all of my time. Speaking engagements has also been extremely beneficial.
How would you describe your communications style? We are professional yet approachable. We are natural educators — but we do so in a way that is not condescending. We’re all learning, and it’s okay if you don’t know what you don’t know. For my personal brand, it would very much be the same. I focus on strategic, big picture ideas and less on trends.
What advice do you have for first time CEO’s about their role in PR and external communications? If I were talking with a first time CEO, I would tell them that collaboration is key. People are not mind readers. We have to give them something to work with. You need to clearly communicate expectations and the message while allowing experts to work their magic.
How has TE&Co. helped you shape your communications? TE&Co. has been instrumental in crafting narratives, providing clarity, and informing our market strategies. Tamara is the best that there is when it comes to crafting a narrative. As entrepreneurs, we are so close to what we do, it’s almost ridiculous how hard it is to see our own story (even though we are living it). Tamara is an insightful mirror to every entrepreneurial story, so we can get more clear for ourselves and in our case dictate to what we bring to market. 21
Ariana Brosco Coletti, DC 773-683-2201 inspire-chiro.com CHICAGO, IL
Inspire Chiropractic 500 N Dearborn St Suite 700 Chicago, IL 60654
ISSUE FEB/M4 AR
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CEO’S PR Playbook
part 1. Your Company’s PR Strategy part 2. Your Personal Brand by Tamara Edwards
Listen on Spotify: Season 2, Episode No. 3
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T HE R OI OF PR
PART I
Your Company’s PR Strategy 01 The 5 Pillars of PR 02 The X’s and O’s of PR 03 Recipe for Press
PART II
Your Personal Brand 01 Discovering ‘The Algorithm of You’ 02 The Five Daily Habits of Great Communicators 26
Let’s agree that in 2023, the role of the CEO expanded, and for what reasons?
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The harsh realities of inflation. The chaos of political polarization. The velocity of Artificial Intelligence (AI). The hysteria of the 24-hour news cycle. The age of information. So much comes at us, and fast. In addition to managing the overall health of the company, the role of the CEO is also about having a strong grip on the company’s public profile via PR and External Communications.
Why does everyone need PR? Because:
According to the Conference Board, 46% of Chief Communications Officers now report directly to their CEOs — compared to a similar survey from 2015 by Korn Ferry that put that figure at 37%.
Imagine a world where both you and your audience are clear about your call to action — and you are in demand for it.
In times of crisis, in conflict — and in calm — it is imperative to have the right tools, techniques, and strategies in place.
So, what exactly is the CEO’s role in PR? As CEO, it is your job to clarify, communicate, and coordinate the goals of your business both internally (across every department) and externally. We define PR as having people “rally around and be in-the-know about what you are doing.”
TA M ARAEDWARD S .CO
Business grows through relationships. Through building trust and credibility. Through earned media (in contrast to ads, etc.). Through increased visibility.
That’s the power of PR. That’s what this playbook is about − − bringing the insights, tools, techniques, and strategies to the fingertips of those who are leading others and their companies, while navigating the new era of PR, Media Relations, and External Communications. There are two key sections that we will explore: Part 1. Your Company’s PR Strategy Part 2. Your Personal Brand
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T HE CEO ’S PL AYB O O K
If I was down to the last dollar of my marketing budget, I’d spend it on PR. Bill Gates
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Listen on Spotify: Season 2, Episode No. 4
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PART I
Your Company’s PR Strategy 28 The 5 Pillars of PR 34 The X’s and O’s of PR 38 Recipe for Press
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T HE CEO ’S PL AYB O O K
W E ’ L L E X P L OR E T HE
The 5 Essential Pillars of PR PART I : YO U R COMPA NY ’ S PR STRATEGY
1. Read the Room Pillar #1 is about situational awareness. This will be an ever changing landscape that requires resetting from time to time. When in doubt of where to start, start here, with the types of PR that you or your company will find yourself in.
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Brand Comms / Proactive PR
This is the most common type of PR, where we build brands, tell human interest stories, celebrate wins, stay relevant, and gain visibility via earned media.
Reputation Management
also known as Crisis Rapid Response. This is about damage control and navigating how to respond [or not to respond] to negative press, getting ahead of a story, or other incident response.
Activations
Think = guerilla marketing, going viral, throwing events, creating experiences, and programming. These tend to be the most fun and have the highest reward in terms of creating awareness.
Strategic Comms / Public Affairs
“StratComms” refers to the continuous connections between your end user, stakeholders, and audiences, encompassing Corporate Social Responsibility (CSR), community relations, UI/UX, Customer Experience (CX), and the interactions resulting from engaging with your business or brand.
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2. Nuts Before Bolts Pillar #2 represents the practical working elements or tools that will allow fluidity in any and all PR and External Comms efforts.
Select Your Spokesperson This is the person who will speak to the media and be “on record” for your company. (That said, make sure to choose just the right person, and choose wisely.)
Prepare Your Media Kit Your Media Kit is a 1-3 page branded synopsis of what your company does, who you are communicating with (or who you reach or want to reach), and what value you contribute. Your Media Kit may also include biographies of key executives, demographics, topics, contact information, etc.
Key Messages / Talking Points These are 3-5 succinct, sound bite bullet points that capture and highlights your company’s value proposition, mission, and overall message.
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T HE CEO ’S PL AYB O O K
NOTE: This is also situational, but having a general baseline is always good to have ready and on hand.
External Communications Calendar Make sure you prepare a timeline of what is on the horizon for public consumption, news, and external communications. I.E. What is happening in 3, 6, 9, and 12 months that is worth talking about?
Brand Architecture This critical set of tools: Defines and communicates the value proposition of the brand [mission, vision, values] Establishes the overall look and feel of your brand [photography, logos, fonts/ typography, colors] Captures the personality of the brand [voice, tone, audience archetypes, video, etc.]
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3. Sharpen Your Pencils Pillar #3 — perhaps the most humbling one of them all — is about ensuring that all external facing individuals (spokesperson, sales professionals, etc.) can effectively communicate the company’s message and influence the outcome of a situation, article, or story without creating confusion or chaos.
Media Training helps individuals confidently convey clear and memorable messages to the audiences that matter most. A few types of Media Training to consider:
conversations that are sustained by key messages [and must be treated as such]. Great media relations considers the member of the media’s:
i. Article deadline, schedule / availability for interviews, etc. i. On Camera / TV Media Training ii. Publication ii. Podcast / Radio Media Training iii. Previous reporting iii. Long Form vs. Short Form iv. Complementary needs such as iv. Media Interview specific facts or figures, or Training assets like photography, Pro tip: Stay v. Crisis Media biographies, references, or Training on message more. v. Language and terminology, NOTE: Media such as: Training is a Media 1. Off the record ‘muscle to flex’ Relations — something 2. On the record involves working to strengthen 3. Embargo with a member of the through 4. Breaking news practice and media in a positive, experience. We consistent, and credClarity in do not recomend ible manner for the Differentiation ‘winging it.’ purpose of earned media. ConversaThis includes the exact chartions with members acteristics, measurements, or of the media are not the familiar, everymeans that separate your business or day, jargony, hallway chats — they are brand from your competition. What
T HE 5 PILLARS OF P R
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does your business offer that others do not? What makes you special?
Monitoring is the
practice of continuously gathering and consuming relevant information to keep a pulse on: i. Your industry ii. Your competitors and what they’re doing iii. Your company iv. Your colleagues v. Your inbound audience feedback, i.e. ratings, reviews, social comments, etc vi. Trends
4. Clarify Your Differentiators Pillar #4 is about being aware of long and short term goals AND creating a sustainable PR strategy. As a result of PR efforts, in addition to the fireworks of exciting media hits, you want to build relationships with your audience, establish trust, and display your value over time.
Design Thinking [put yourselves in the shoes of your audience] Design Thinking is a non-linear, iterative process that teams use to understand users, challenge assumptions, redefine problems, and create innovative solutions to then go prototype and test. Some of the essential characteristics of design thinking include empathy, collaboration, questioning, creativity, exploration, experimentation, and then acting upon it by making continuous improvement.
Discernment i.e. You have to make a decision – and get good at making decisions.
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Set Goals Identify and clarify short AND long term PR goals. A good place to start is what successful earned media looks like in local, state, national, and industry publications.
Consider Your Exit How would this look to potential investors or buyers of your company?
Stay Consistent Things will not move at the same pace or frequency as other business functions such as sales or marketing. It’s not a “magic pill” approach. It’s a slower turn, a slower ‘spin’ that gets results.
TA MA R A EDWA R D S . CO
5. Remain Infinitely Creativity
Pillar #5 is about staying creative. If we allow ourselves to adopt Peter Thiel’s “Zero to One” mentality, to create something entirely new rather than incrementally adding to what already exists, our ideas, possibilities, and thus opportunities expand. There are so many ways to tell the story of your company through PR and External Communications. Endless ways.
Multichannel
Find Your Balance
In the new era of PR, Media Relations, and External Communications, it is important that our PR efforts also leverage the power of digital media (i.e. social media, etc).
The trick to avoid spamming people is to only speak up, share, and draw attention to your company when you have something important to say. The practice of PR is not about the fame game. It’s about building your reputation and brand, and establishing a deeper connection with your audience.
Multifaceted If your brand was a person, what would they do? All brands are multifaceted. PR is about showcasing aspects of your story, such as your brand outside of your organization, and bringing those aspects to life in a new way.
T HE 5 PILLARS OF P R
Stay Relevant Think of PR and Communications as hot, tasty content. Similar to your favorite food at your favorite restaurant — you’d know if it was cold, expired, or not fresh. Similar to PR stories, they should also be considered consumer products. 33
PAR T I : YOUR COMPA NY ’ S PR STRATEGY
THE X’S AND O’S OF PUBLIC RELATIONS 34
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T HE CE O ’ S P LAY B O O K
THE CEO = QUARTERBACK OFFENSIVE LINEMAN & RECEIVERS = C-SUITE, TEAM MEMBERS & RELEVANT PARTNERS & COLLABORATORS DEFENSIVE LINE = ANTAGONISTS OR SKEPTICS FANS = YOUR AUDIENCE TOUCH DOWN = POSITIVE EARNED MEDIA LEADING TO HIGHER VISIBILITY, INCREASED BUSINESS OPPORTUNITIES, SHORTER SALES PROCESS, LOYAL FANS & PUBLIC WINS PENALTIES [TO AVOID]: NOT PREPARING FOR AN INTERVIEW, FAILING TO EMPATHIZE OR UNDERSTAND CLIENTS’ NEEDS, MISINFORMATION OR DISTORTION OF FACTS, HOT MICS
PLAY #1
proactive PR Snapper is the publicist, pass to those you know: customers & clients. proactive pr & BRAND BUILDING
SCREEN PLAY
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PLAY #2
crisis Small gains, high stakes, tell a better story, your incoming information comes from the snapper.
RUSH PLAY
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T HE CE O ’ S P LAY B O O K
PLAY #3
audience activation Big Risk, Big Rewards. Precision required. Cut through the noise and get people excited and on their feet. Surprise and dazzle them.
ACTIVATIONS, GUERRILLA MARKETING & VIRALITY
Long Pass
T HE X ’ S & O ’ S OF P R
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ults, st res e b r end * Fo comm visit e r e w re CEOs ne hour that o e ecip this r rter. ua per q
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PAR T I : YOUR COMPANY ’S PR STRATEGY
★ ★ ★ ★ ★ 5 STARS
RE T H E IN G REDIE NTS ■ Y our Trusted Advisors ■ P ress Release, Pitches, and Media Contacts
PRES R O F E CIP
S
P R EP T I ME :
Only 1-2 hours, 4x/year*
CO O K T I ME : 4-6 weeks
■ This recipe couldn’t be easier. Follow the steps, and combine all of the ingredients until smooth. Then, spread the news far and wide and top with a drizzle of personal branding, if desired.
This recipe pairs perfectly with your morning coffee or afternoon tea. Simply follow this fresh take on how to build a press-driven strategy to capture the nuances and flavor of your company’s mission, vision, voice, and brand. Ready to get started? Let’s roll up our sleeves!
Let’s get cooking!
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STEP 1: Mise en Place
[a French culinary phrase which means to: “put in place” or “gather.” It refers to the setup required before cooking.]
PREP TIME: 10 MINUTES Your first step is to surround yourself with your trusted advisors, who can be a combination of 3-5 individuals who are members of your C-suite, advisory board, or inner circle. Then, share your vision for the company and identify your short and long term goals. As a group, take a moment to dial in and reflect on your company’s mission, vision, and values. Think about who you serve, why you serve them, and why it matters. This is your north star. This exercise will set the tone for Steps 2-4.
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TA MA R A EDWA R D S . CO
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STEP 2: Ask the Right Questions PREP TIME: 50 MINUTES After completing Step 1, explore the below questions in a facilitated discussion as a group. This practice will help you distill your message, reveal a deeper sense of what value you bring to your clients and customers — and thus lay the foundation for a sound PR strategy. What are our needs as a business? Do we need more customers or buyers? Higher recruitment or retention? Investor capital? Industry visibility? What do we want our audience or stakeholders to know (and not know) about our company? What is our company doing that is interesting to those audiences? What are ancillary benefits of our company’s activities that would be of interest to those audiences? What is happening [from the company’s standpoint] in the next 3, 6, 9, and 12 months that is worth sharing with our audience?
What are the key differentiators our company has, compared to similar companies in our industry? Your best tool for powerful PR is to explore the key question, which is “WHY.” Ideally, after a thoughtful discussion, specific topics will start to shake out. The final question to explore is — “What is the perfect headline?” These are your pitches.
What does our audience gain from having the information we’re sharing with them? What do we want them to do? What is our call to action? 42
TA MA R A EDWA R D S . CO
STEP 3
:
Pitch, Activate, and Handle With Care PREP TIME: 4-6 WEEKS Now, we pitch our story to the media. What’s a pitch, you ask? A pitch is a short, personalized message directed to a select group or individual member of the media that proposes a story idea and explains why the story should be published.
If there are actions, events, or programs that are part of your story, you’ll want to activate those as well.
T IPS FOR PIT CHING Target one-to-one reporter communication — and build a relationship when possible. Maintain a professional posture in all communications with reporters. Put yourself in their shoes — understand their situation in terms of deadlines, editorial calendars, their readers, etc. If you don’t get traction or a response to your pitch, simply reposition your pitch angle and try again.
RE C IPE F OR PRES S
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STEP 4: Integrated Communications PREP TIME: 15 MINUTES Integrate your PR plan in your digital media strategy by cross posting the news, messaging, and earned media on social media. Weave content into your marketing system, and share the good news with key audience members and stakeholders.
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T HE CE O ’ S P LAY B O O K
PART II
Your Personal Brand 46 Workbook: Discovering ‘The Algorithm of You" 61 The 5 Daily Habits of Great Communicators
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DISCOVERING
We believe that personal branding is the highest form of self expression - and it is essential to all great business models. Tamara Edwards
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The purpose of this worksheet is to discover ‘The Algorithm of You’ — a bridge to the gap between thinking about what you want to be known for and doing something about it.
EXERCISE #1:
Dialing-In
Follow Along on Spotify: Season 1, Episode No. 2
Let’s get clear on WHAT your personal brand is all about.
Your POV 1. We all have passions that drive us or that motivate the “WHY” in what we do – or what we want to do. We each have a point of view that’s worth sharing. That said, what is the one big thing/ idea/ concept that you want people to think more about? Feel free to be general or specific.
2. Why? What is your point of view on that particular topic?
DI S COVERIN G THE AL GO R IT H M O F YO U
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3. What do you think has shaped this perspective? Is there a specific moment, story, or culmination of ideas/ experiences?
Your Brand 4. What do you want people to know about you? Feel free to write sentences or jot out descriptive words. Whatever comes to mind.
5. What value do you bring others? How do you help or influence them?
6. Who do you have influence over? Ex: (General) Clients, Employees, Investors — (Specific) Professional Network, Next Generation Leaders, Industry Leaders, etc.
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PA R T II: YO U R P E R S O N AL BR A N D
Your Communications 7. Please list ALL of the ways that you currently communicate. Ex: Email, phone, LinkedIn, attending industry events, town halls, team meetings, 1:1, etc.
8. How would you describe your communications style?
9. What is your favorite form of amplified communication? Ex: Video, blog/ written, social media posts, etc.
DI S COVERIN G THE AL GO R IT H M O F YO U
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EXERCISE #2:
Allow Your Brand to Take Shape
Mapping out your specific interests.
Your POV 10. Why is it important that we think more about this particular issue, topic, etc.?
11. What is being said — or not said — on this particular topic?
12. Who is the leading voice/ group/ or person on this topic?
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PA R T II: YO U R P E R S O N A L B R A N D
13. How are they communicating externally?
Your Brand 14. What do you bring to the table that is different from others in your industry, space, or field?
PODCAST RECAP
WITH LAURA COX KAPLAN
What’s the most important thing to understand about change in your career?
Is a “never enough” mindset holding you back?
How to navigate a major career or life disruption
Are you getting recognized for the valuable work you are doing? w/ Dr. Laura Camacho
w/ Manisha Thakor T E&CO M AGAZIN E 2 0 2 3
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15. Why do you want to amplify this specific message? What makes you qualified?
16. What would happen if you did not amplify this message?
Your Communications 17. How would you describe your ‘voice’ (on and offline)? How well would you say your current communications are reflecting your voice? Are there any tweaks you should make?
18. What type of content do you enjoy consuming? Ex: Live events/programming, blog series, Youtube, etc.
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PA R T II: YO U R P E R S O N A L BR A N D
19. What credibility, expertise, or experience do you have in the industry, space, or field you want to influence or are influencing?
EXERCISE #3:
Influencing Outcomes Your POV 20. What are a few ways that you can promote your message about the topic you noted at the beginning of this exercise?
DI S COVERIN G THE AL GO R IT H M O F YO U
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21. What is your call to action? What do you want people to do with your information?
22. What will happen as a result of people responding to your call to action?
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PA R T II: YO U R P E R S O N A L BR A N D
Your Brand 23. What tools do you have — or need to build to effectively communicate your message?
24. What are a few ways you could garner buy-in or build community around this message?
25. If you had your own TV network, what would your show or series be called?
Your Communications 26. When will you have time to communicate, and where — in person, online, etc.?
DI S COVERIN G THE AL GO R IT H M O F YO U
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27. How often would you like to bring your message and / or community to life?
28. When will you start moving your message?
29. What do you want to be known for?
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EXERCISE #4:
Key Brand Components
Perception
Voice / Tone
Vision
Key Messages Value Proposition Call-to-Action Audience
Vision
Why does it matter?
Audience
Who are you communicating to?
Value Prop
How do you add value to them?
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TA MA R A EDWA R D S . CO
PA R T II: YO U R P E R S O N A L BR A N D
Voice / Tone
What is the personality of your communication?
Perception
What do you want your audience to think?
Call to Action
What do you want them to do?
DI S COVERIN G THE AL GO R IT H M O F YO U
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Key Messages
What do you want your audience to know about you?
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TA MA R A EDWA R D S . CO
THE CEO ’S PL AYB O O K
The 5 Daily Habits of Great Communicators PAR T I I : YO UR PER S ONA L BR AND
Habit #1 10 Minutes Review and scan relevant news: Industry / Local Community / Culture and Trends For example, search specific keywords via Twitter, threads, or news. Subscribe to industry newsletters, publications, thought leaders, and trusted information sources.
Maintain presence on social media Comment, Like, Share Relevant Posts NOTE: Our recommended cadence for posting is 1X month (minimum) — or 3X month (maximum). I believe a CEO should have a contained presence online, but not an absent one.
Habit #3 2 Minutes
Habit #2 10 Minutes
Monitor [and delegate] opportunities to earn credibility This can be a combination of awards, recognition, participation, sponsorship — i.e. opportunities for visibility.
PRO TIP: Delegate this task and require a daily or weekly update.
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Keep your eyes and ears open for opportunities to tell stories about your company Human Interest Industry
Habit #5 Reputation Management: Always think about the reputation of the brand
Key Hires
Situational Awareness
Habit #4
Example #1: An employee leaves. What will they say about working for your company? Example #2: Make sure that any and all interaction with your business is strong and intentional. Pay attention to how things could play out.
T HE 5 DAILY HABIT S O F GRE AT CO M MU NIC AT OR S
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The Operational
Value
of Internal Communications Lizabeth Wesely-Casella,
CEO, L-12 Services
ave you noticed your workforce struggling with collaboration? Or that teams aren’t as productive postpandemic as you expected? How about workflows and processes? Are they streamlined and efficient, or are those processes still held together with duct tape and baling wire? If your organization is struggling with operational efficiency, community, and culture, you are by no means alone. If you are considering a layered internal communications approach to solve these challenges, you are headed in the right direction. Internal communications is more than clicks and engagement. It’s more than “informing” people.
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ore a b out Often it ’s m hy ” than "Ho w ” and “W “Wha t.” it is a b out For example, you may have sent several emails regarding an enterprise-wide event, such as benefits enrollment or your return to office plan. Still, your HR team was inundated with questions expressly answered in your communications, and your team is uninformed with glazed eyes as you walk them through the plan during your All Staff meeting. What went wrong? Why didn’t your people take the ball and run with it? Because you are communicating AT them, not WITH them, and more than likely, the campaign is a ‘one size fits all’ in an ‘individual learning styles + deskless workers’ environment.
12 34 56 I SSUE 4
T E & CO . M AGA Z I N E
Six Strategies to Consider:
Write with brevity
Train your content creators on writing brief, eye-catching messages. This is helpful in every context, especially in newsletters and on your intranet so people can self-select the necessary information.
Use multiple channels
Create a campaign that is staggered between your email, newsletter, text/chat channels, and video/audio messaging.
Keep your “single source of truth“ up to date Have a section on your intranet linked to your messages where people can find up-to-date, relevant information such as an FAQ, forms, or video message.
TA M ARAEDWARD S .CO
Segment your messaging for different audiences Deskless workers, call center support, specific target audiences depending on the message i.e., benefits for family insurance specifically sent to new parents.
Always create/include a “Need More Info“ link
Dedicate a person or department as the repository for questions and encourage people to provide feedback. That information can be helpful when updating your FAQ.
Create an organizational directory w/details Make sure your team can find their collaborative peers and stakeholders. Using a tool such as Delve is helpful, or you can create a page on your intranet listing the following: Name, phone, email Title, department/group Current projects Areas of expertise
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Keep the following in mind: ✦ Eye-tracking studies show that, on average, we spend 26 seconds reading a piece of content. ✦ On average, we spend fewer than 15 seconds on most of the web pages we click, and our brain decides in 17 milliseconds if we like what we see there. ✦ We scan, not read, almost everything that pops on our screen. ✦ Online reading is more about chasing a dopamine hit than actually learning, so you must make your content pleasurable. ✦ It takes approximately 20 minutes to refocus/reorient after a distraction, so reducing "the noise" shows your team you value their time.
Why this matters: Your team(s) have limited time and attention, so you want to ensure your message lands quickly and that communication is a two-way street. Encouraging your staff to engage by asking questions or establishing confidence that they can easily find the details they need saves you money. So, beyond simply sharing information, what is the operational value of internal communications? It is the lubrication in a well-oiled machine = EFFICIENCY. 66
From increased collaboration to self-selecting knowledge, a well-designed internal communications strategy will save you time and money, as well as improve community and retention. It should touch almost everything within the organization and create a sense of stability and confidence throughout the workforce. From enterprise to small business, for-profit to non-profit /associations, your biggest challenge is helping workers through constant change. Whether it’s returning to the office in a hybrid model, or a change in leadership, these disruptions add up. Considering the lack of stability over the last few years, most of your employees are burned out on change. Change fatigue, survey fatigue, isolation, and loneliness have an impact, a residue on the psyche, and by extension, performance. Whatever you can do to simplify access to information makes a difference.
al Crea te your intern communications stra tegy using a to layered appr oa ch prevent breaking your systems .
ISSUE 4
T E & CO M AGA Z I N E
When describing how to create a robust internal communications strategy that supports high-functioning operations, I’ve found that visual tools are helpful. Often, executives think of a linear process similar to a workflow map; perform task A, which triggers task B, and so on. With a really effective internal communications strategy, it’s important to think in a different way, more like a Venn Diagram. Project Management Tool
Internal Podcasting Intranet
Priority Awareness Collaboration
Training File and Document Organization Resource Library
Relationship/ Mentorship Development
Messaging Campaigns
Communications Policy
Professional Development
Missions Statement Organizational Awareness and CrossDepartment Learning
Operational Excellence Community & Culture
Benefits & Well-Being Awareness
Change Management
Social Media Recruitment Staff Spotlight
Newsletter
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Why this matters: To support operations as you build your internal communications, it’s important to look at all the areas impacted by internal communications and tackle the plan from multiple directions at once. That doesn’t mean deploying or launching everything at the same time. It means looking at all constituencies and taking the overall project one step at a time versus one channel, platform, or single department fix in sequential order.
Pl anning, communicating, ing executing, follow while up, and itera ting and re suppor ting cultu ke or community will ma na l io break your operat effec tiveness. It’s a complex dance that overwhelms many leadership teams, but with the right strategies and perspective, you can deploy your plans confidently and with minimal friction. And when it comes to operations, minimal friction is always the goal.
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Over the past 15 years, L-12 Services has helped organizations of all types perform this work, reducing attrition by 72%, improving production by 35%, and significantly increasing job satisfaction rates. There is no doubt that with considerate, thoughtful, and strategic implementation, your internal communications plan can solve the expensive challenges your business faces. You can do what our tagline states: Create clarity from chaos. If you’d like to connect with Lizabeth for more information, please contact her at: Lizabeth@L12Services.com,
connect her on LinkedIn at www.linked-in.com/in/ lizabeth-wesely-casella or go to https://L12services.com
Listen on Spotify: Season 2, Episode 5
TE&Co. provides the tools to generate leads.
NOW, LET’S CONVERT THOSE LEADS INTO SALES. Schedule a consultation with Lisa today, and start crushing your sales goals.
414-751-0990 lisa@themiddlesix.com
www.themiddlesix.com
DRIVEN BY CREATIVITY. INFORMED BY DATA. DEVELOPED WITH LOVE.
MEET YOUR DIGITAL ARCHITECTS. #ALX
www.alxcreatives.com
Embodying Your Message as a CEO
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E Y M
Embodying Your
by Anna Kuusela
Speaker,
Message as a CEO
High Performance Coach,
and Author
g n i y d o b Em r u Yo e g a s s e M O E C a as a n n A by a l e s u Ku As Tamara says, a significant contributor to the success of a CEO (and their personal brand) is the messages and stories they share.
However, it’s not about the content of the communications alone – it’s also about context in which the messages are being shared. Overlooking context results in lukewarm communications, and a missed opportunity to impact.
Context is the environment in which the communications is being delivered – and today I wish to focus on you as the environment: from where your communication is originating (quality of our being) and how you are delivering it (state and physiology). While these might seem like very subtle, nuanced items, they will generate an impact simply because your message is an extension of who you are.
Please note addressing the context is crucial also because it is only through this pathway, beyond rationale and logic, that we attune to the deeply wired needs of our audience: safety, security, and connection. This is relevant in the business world as well – people are people everywhere.
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Where do you communicate from?
All our thoughts and actions stem from our quality of being. When we become still and center around who we are and what is the effect we wish to cause, it impacts whatever we’re about to share. What I’ve noticed with my clients is that when we get silent and turn inwards, it crystallizes things internally. Things become clearer and sharper. It’s almost like we align internally first, before going ‘out’. Sounds simple, yet many don’t practise this skill of centering and pausing and are therefore losing a great source of power. A good practice to build this inner alignment and clarity is to start taking a few intentional, deep breaths throughout the day, and imagining how you’re returning to the core of your being (perhaps your heart or belly) while gently observing what is going on internally. This will take a minute of your time and you’ll notice how you’ve immediately shifted. When we cultivate this inner awareness and spaciousness over time, our communication becomes more embodied, resonant, and effective. A message delivered with the full force of our entire being is wildly different from that delivered by a talking head. You can try this yourself: state something off the bat, ‘from your head’, after which take a moment, place your attention to the bottom pit of your belly, take a few breaths and repeat your phrase – can you feel the difference in the resonance?
How are you delivering your message? 72
After we gain a solid skill of centering, this step becomes easier and a whole lot quicker. Our state and physiology define our in-themoment presence that ultimately determines the success of our communications. There’s a bit of a warning here: the busier, entrenched in the action we get, the further we travel from ourselves (and our centered core). Add stress and we’re less aware, more habituated – and significantly weakening the impact of our actions. That’s why state management skills are crucial for leaders. Leaders must know how to guide their attention, how to become aware of the present moment, and the necessary tools to shift physiology. This unlocks choice and action that is in the service of the moment. The most effective tools for state management include our body and breath. The body is the quickest way to change our state. My favourites are long sighs and placing my attention on the soles of my feet. The breath calms my nervous system, and the soles of my feet are pretty much the furthest away I can get from my head. Instant state change through upleveling the chemistry of my body. These tools can be used in the moment, when with others, and you can notice how they impact your performance right away.
Remember how people crave safety and connection?
If you are centered within yourself and managing your state, you will create safety and connection in others – because you are safely in yourself. Your audience is your mirror. When your messaging comes from deep inside of you and is authentic to you, people will naturally resonate with you – and you’ll feel a great deal of inner alignment.
If you’d like to connect with Anna for more information, please connect with her @msannakuusela
TA M ARAEDWARD S .CO
Listen on Spotify: Season 2, Episode 6
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IMPRESSION:
Making an
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T E & CO . M AGA Z I N E
Advice for Next Generation Leaders
E
by Madeline Ruhl 2023 Spring/Summer TE&Co. Fellow Alum
very generation, as they enter the workforce, has to deal with the same daunting experience and ask themselves, “How am I supposed to do this?” There are many answers to that question. As I have entered the workforce, and started to get opportunities based on my own merit, it has become clear that two things are true.
ONE: TWO: YOU HAVE TO PUT IN THE WORK
TA MARAEDWARD S .CO
TAKE ADVICE FROM THOSE WHO WILL GIVE IT TO YOU
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As I wrap up my college career, I have come across countless people who long for leadership roles, and I have come across even more people who believe that those opportunities will drop in their lap. This is not the case. Today, next-generation leaders are putting in the grunt work, so that someday we can have the perspective and experience to lead our teams. While this serves as advice I give to those who are just starting out, I would like to acknowledge that this isn’t the whole picture. Our lives are complicated and messy and we are all just starting to realize it doesn’t get easier the older you get. As you start to learn what you like and don’t like when it comes to your career, feel free to keep these two things in mind. It’s unrealistic to think your first internship or job is going to be your dream one. I can speak from experience, and tell you
ONE: PUT IN THE WORK
that my first internship was not my first choice, but you have to get your foot in the door. From there you start building your resumé and working toward your goal. My biggest advice is to not be entitled. Which is why I say, put in the work. There is never a job too small for you to do, especially when you are first starting out. What sets you apart is if you can do every task you are given with grace, timeliness, and accuracy. Believe it or not, most people will drop the ball on one of those. This instills trust, which gives you more responsibility and leadership opportunities. Leadership is not always being the person who calls the shots or bosses others around. Leadership is about being able to own your work and be confident in your abilities, because 76
those actions become recognized by those around you. I was given the opportunity to be a leader of two interns this past summer, and it taught me a lot about how to be a leader when you have people that are looking to you. I asked myself questions like, “How do I delegate?” “How do I give them advice?” Up until now, I was the person on the receiving end of this relationship. Which is where putting in the work comes in. I have been there. I have felt what they have felt. I’m still feeling what they are feeling. So, I take my experiences and I use them to be the best leader I can be for myself and for them. It is natural to want to think for yourself and create your own path. That is what leaders do. The key though is to not squash the insight that others give you, but use it as stepping stones in which you can walk upon to make your journey just a little bit easier. When your boss has a piece of wisdom to bestow upon
ISSUE 4
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you, you should take it and keep it in your back pocket –because leaders do not go at it alone. There is a caveat to this which is: just because you are open
TWO: TAKE
ADVICE FROM THOSE WHO WILL GIVE IT TO YOU to listening to the advice of others, that doesn’t mean you need to keep it forever. You know yourself best and you can keep and leave whatever you need. Young leaders tend to assume they have to do it alone. I’ve gone through periods of time where I thought I had to do it all alone. Every leader you can think of still has a support system of people that they ask for advice from, because leaders know where their shortcomings are and lean on others to help them in places they can improve in. If they didn’t, they would stay stagnant. That is why there are coaches, therapists, assistants, financial planners, accountants, lawyers, and public relations, because you can’t be everything at once. Leaders know that. So, take the advice from anyone who will give it to you, because chances are they will know at least one thing you don’t. This is why networking and creating a community is so important. If you are not yet in a place where you have people like lawyers or accountants, there are still people you can meet and connect with from different professions 78
who will be able to help you figure out how to do it all. Because we all know that 20- something year olds are a long way from being masters at their craft. At this point in the 20-something year old’s life though, it is not about being good at one single thing. Not yet. It is about taking all the advice and knowledge you can absorb in your brain. We are at such a transformative point in our lives, and the best thing you can do for yourself is to set yourself up for success. To make sure that you are making the right choices and impressions today to benefit yourself tomorrow. Whether you are reading this well into your career, or if you’re reading this just starting out, I hope that it can serve as a reflection point for you either of where you started or to look where you are going.
Listen on Spotify: Season 2, Episode No. 7
I SSUE 4
T E & CO . M AGA Z I N E
INTERNSHIP IMPRESSION
CHECKLIST: Read the Room
Ask clarifying questions
Be on time
Have just a little bit of fear to drive you
Stay in communication with your supervisor on what you’re doing
ry to learn something T new every day
Learn Smart Brevity in communication Take feedback gracefully
Let your personality show
Make connections with others
Fellowship A 16-week Part-time Professional Development Training Program
Built to give future PR, branding, and communications professionals the chance to work alongside our CEO, Tamara Edwards, and the TE&Co. Team. Currently accepting applications: tamaraedwards.co/tefellowship
Here’s to us:
TE&Co. Celebrates Five Years in Business TAM ARAEDWAR D S.CO
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In March of 2023
Tamara held an intimate friends and family ‘thank you’ dinner to celebrate five years since launching TE&Co. Guests also joined Tamara for a screening of IN CASE YOU MISSED IT, a 12-minute documentary that follows the why and how behind all of what she has built in the first five years of her business. Tamara was joined by her mentors, friends, and family — including Colleen O’Rourke, Rachael Larson, Mallory Sills, Tamy Bobbitt, Alexis Meyer, Eia Scott, Marcella Raymond, Lisa Proeber, Kiley Peters, her parents, Paul and Chris Edwards, her sister Magy Edwards, and nephew Julian Carpio. A special thank you to Wolf Point Distillery and Bonhomme Group Coquette for their warm hospitality.
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Our Signature "Full Stack" program
PERSONAL BRAND-IN-A
Empowering Your Vision, Leaving a Lasting Impression.
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It’s YOU Unlock the 4-step methodology we’ve used to launch the personal brands of some of the most brilliant and innovative executives, entrepreneurs, and founders.
Accelerators Become the most compelling communicator with this two-day, luxury, professional development experience.
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For Teams Invite our team to lead your custom workshops, retreats, programming, and more.
Why We Built Personal Brand-in-a-Box: Listen on Spotify at Season 2, Episode No. 8
Drawing on cutting-edge science and their years of helping people translate ideas into action, Arthur C. Brooks and Oprah Winfrey show you how to improve your life right now instead of waiting for the outside world to change.
How satisfied have your been with your current PR efforts?
33%
of those surveyed said
above average
Somewhat Dissatisfied
How would you rate your internal Communications?
Average rate of
7/10
66% Neither Satisfied or Dissatisfied
How would you rate the importance of PR?
33%
Very Important
How would you rate the imortance of having a
personal brand?
33% 66% Very Important
Extremely Important
66%
Extremely Important
PULSE CHECK
100% What is your need for PR?
How would you rate your external Communications?
Average rate of FIVE / TEN How would you rate the importance of Communications?
66% Extremely Important
33% Very Important
100% said YES
Have you notived a shift in communicaions within the last 5 years?
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Meet my tribe of trusted advisors, specialists, and colleagues [who I recommend to no end].
TE&Co.’s Directory of Recommended Services It’s Takes a Village.
86 PHOTOGRAPHY BY ANDRES ORTIZ OF THE STUDIO CHICAGO
HR
Claire Kennedy, Unit / claire.kennedy35@gmail.com
Creative Direction / Graphic Design
Brooke Adams, Brooke & Mortar IG @brookeandmortar
Alisa Hood @hoodalisa / alisa@alisahood.com
Business Law Tax Sales
Carolyn Jahnke, Athena Legal Solutions www.athenalegalsolutionsllc.com carolyn@athenalegalsolutionsllc.com
Dawn Hryshko, Hryshko & Associates www.cleveland-cpa.com / dawn@cleveland-cpa.com Lisa Proeber, The Middle Six www.themiddlesix.com / lisa@themiddlesix.com
Accounting
Nesha Pai, Pai CPA / www.paicpapllc.com
Operational Excellence
Sarah Tilkens, The KPI Lab sarah@thekpilab.com
Business Strategy
Kiley Peters, RAYNE IX kiley@rayneix.com www.rayneix.com
Personal Development / Coaching
Kate Carter, Kate Carter Coaching kate@katecartercoaching.com www.katecartercoaching.com Anna Kuusela www.annakuusela.com
Real Estate Tamy Bobbitt, Berkshire Hathaway HomeServices tbobbitt@bhhschicago.com / www.tamybobbitt.bhhschicago.com
Getting Offline with the Women of Broad Shoulders
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The event title was ‘Success, Reset.’ We heard from speakers, influencers, and experts in a facilitated dinner program that was dedicated to offering nourishing practices to redefine our collective and individual focus in a ‘success’ driven culture.
On February 9th, 2023, 35 women gathered at LifeTime Fitness’ coworking concept, LifeTime Work, in Chicago’s River North neighborhood for another installment of Broad Shoulders’ curated experiences, pop-ups, and programming for professionallyminded women. Listen on Spotify: Season 2, Episode No. 9
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Francine Lasky facilitated a thoughtful and intentional program. Maggie Michalczyk (of @OnceUponaPumpkin) shared her best practices for seasonal and intuitive nutrition and wellness habits. And entrepreneur Eia Scott shared how she takes time to reflect, celebrate, and heal as she navigates her business endeavors.
All ticket proceeds went to &Rise, a 501(c) (3) nonprofit organization that empowers women to be the best version of themselves by offering safe spaces to heal, learn, and grow. We have seen firsthand the strength and power of trauma survivors when we join together to support and inspire each other.
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FINANCIAL,
ME JULY 2023
In July 2023, Broad Shoulders held our second annual event at Aster Hall at The 900 Shops in Chicago’s Gold Coast neighborhood.
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The biggest takeaway? HAVE A CONVERSATION. START ANYWHERE.
All ticket proceeds went to Women Employed, a Chicagobased nonprofit dedicated to improving the economic status of women and removing barriers to economic equity.
The event was hosted by Tamy Bobbitt, Jennifer Sorrentino, Lauren Elliott, Tikiyah Overstreet, Eia Scott, Claire Schmig, and Tamara Edwards — and featured financial planning experts Jennifer Radostits and Erika Gordon. We explored topics such as debt, savings, retirement planning, and investing. We learned when to start, dos and don’ts, and were given insight into the best financial tools and products available.
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About Broad Shoulders
Broad Shoulders started as a cocktail-napkin idea. The vision? To create a community of women who are professionally driven, all headed toward our own ideas of what defines professional "success" for each individual. Together, we curate collaborative events and professional workshops intended to:
• BUILD each other up • STRENGTHEN connections • ENHANCE conversations #BroadShoudlersChicago
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Networking with... Intention A Supportive, Collaborative Community Authentic, lasting relationships www.wesosnetwork.com
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For Speakers Your all-in-one speaking kit. 'For Speakers' was designed to give both aspirational and professional speakers all of the tools, techniques, and training for their signature Speaker Kit — and prepare them to launch, promote, and accelerate their speaking careers.
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The Algorithm of You is a method that is designed to challenge conventional thinking, quiet the noise, and give you time, space, and techniques to bring your best ideas to life. Forget the likes, follows, and retweets — and instead, focus on the quality of relationships, products, services, and your business’ bottom line. Listen on Spotify >>>
Creative Direction & Design: Brooke & Mortar and Alisa Hood Creative Direction & Editing: Elka Carroll, elkacarroll@protonmail.com ©2023 TE&Co. and Tamara Edwards Intellectual Property. TE&Co., Broad Shoulders, Brand in a Box and all TE&Co. marks are registered trademarks of TE&Co. and/or affiliated companies. Content may not be reproduced without prior written permission. All rights reserved.