The Charleston Marketing Podcast
Welcome to The Charleston Marketing Podcast, the podcast that dives deep into the world of marketing, with a specific focus on the vibrant city of Charleston. Join us as we explore the strategies, trends, and success stories that shape the marketing landscape in this historic and captivating coastal city.
Each episode of The Charleston Marketing Podcast brings you exclusive interviews with local marketing experts, industry thought leaders and Charleston entrepreneurs who have harnessed the power of effective marketing in the Lowcountry and beyond. From strategic communication, social media, PR, digital strategy and everything in between, we uncover valuable insights and actionable tips for our listeners.
The Charleston Marketing Podcast
Kristelle Siarza Moon | PRSA Counselor Academy Meets Southern Hospitality
How are we doing? Who do you want to learn from next? Text us with notes and ideas.
Discover the magnetic charm of Charleston with Kristelle Siarza Moon as she joins us, bringing her enthusiasm as co-chair of the esteemed Counselors Academy conference by the Public Relations Society of America. Set against the backdrop of the stunning Francis Marion Hotel, this event beckons PR agency owners from all corners of the nation. Kristelle shares her journey from Albuquerque, New Mexico, presenting Charleston not just as a venue but as an experience, where Southern hospitality meets strategic networking. Listen closely as we discuss how our host city was chosen for its vibrant appeal and welcoming spirit.
You'll gain insights into the intricate world of professional networks like PRSA and AMA, with a spotlight on the shared challenges and triumphs of member engagement across different chapters. Explore the transition from social media practitioner to business owner, a journey many marketing professionals encounter. Through compelling case studies, we draw lessons in leadership and business development, deepening your understanding of how these conferences are more than just industry gatherings—they're a catalyst for personal and professional growth.
Finally, we tackle the delicate balance between client work and business management, offering perspectives for marketers at every career stage. Embrace the power of networking and mentorship as we emphasize their essential role in career advancement. With fascinating tales of hot air ballooning adding color to our conversation, this episode intertwines passion and professionalism, concluding with our gratitude to all who make this podcast a success. Join us for this engaging dialogue and walk away inspired to forge your own path to career success.
Presenting Sponsor: Charleston Radio Group
Title Sponsor: Charleston American Marketing Association
Cohosts: Stephanie Barrow, Mike Compton, Darius Kelly, Kim Russo
Produced and edited: rūmbo Advertising
Photographer: Kelli Morse
Art Director: Taylor Ion
Outreach: Lauren Ellis
CAMA President: Margaret Stypa
Score by: The Strawberry Entrée; Jerry Feels Good, CURRYSAUCE, DBLCRWN, DJ DollaMenu
Voiceover by: Ellison Karesh
Studio Engineer: Brian Cleary
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Welcome to the Charleston Marketing Podcast, powered by the Charleston American Marketing Association and broadcasting from our home at Charleston Radio Group. Thanks to CRG, we're able to talk with the movers and shakers of Charleston, from economy to art, from hospitality to tech and everything in between. These leaders have made a home here in the Lowcountry. They live here, they work here, they make, they make change here. Why let's talk about it?
Speaker 2:hey, compton here with the uh charleston marketing podcast. Thanks for joining us today. Uh, also president and co-founder of broombow advertising. Uh, got a special guest. Well, you're not so special anymore, margaret. You've been um, you are special. Let me go ahead and back that up, but you're on the show more often I know, I know, I know Twice in one week. Well, yeah, yeah, we get it. Say hello, Margaret. Talk about yourself for a second. My name is.
Speaker 3:Margaret, I'm the founder of Carolina Creative Marketing and I'm your current Charleston American Marketing Association president.
Speaker 2:That's right. I'm incoming president, aren't I? Yes, you're doing a great job. If you want to keep doing it, I think you should be forever president.
Speaker 3:You're ready to take over the reins come July. I thought you were going to say you're going to take over.
Speaker 2:Anyways, we are big time listeners. You know that we have a special guest today. She flew in to talk to us, didn't you?
Speaker 4:I did.
Speaker 2:Didn't you.
Speaker 4:At 2 am in the morning.
Speaker 2:That's, that's my point. That's my point. This is an amazing, amazing opportunity here. Folks, we've got crystal siarza moon in the house. Let me just say that again. Crystal siarza moon, I mean just a lovely name, she's lovely and you pronounce it in person too you know we're just now meeting in person. We had a couple zooms yes, um, definitely and and and why are you?
Speaker 4:here I am first off before.
Speaker 2:Who are you?
Speaker 4:Yeah, yeah, before I.
Speaker 2:Who is Crystal Siarza Moon.
Speaker 4:Before I forget and talk about myself, I just wanted to say thank, so hospitable and so kind to an individual like myself that has no idea about this wonderful city. So again, my name is Crystal Sierras-Moon, I'm an APR and I APR standing for Accredited and Public Relations. I'm here in Charleston because we are celebrating an exciting opportunity to bring a conference here specifically for public relations agency owners across the country. So anytime we can get lodgers taxed in and anytime we can promote a city is a good thing for us, and so my role in this big project is I'm the conference co-chair. Big project is I'm the conference co-chair. Okay, our honorary chair who's amazing and love her unconditionally is Missy Hurley from St.
Speaker 2:Petersburg, florida, tampa, florida. Missy's fantastic. Yes, very smart, very intelligent, Very cool.
Speaker 4:Very kind, very loving, and that comes from my heart. And so Missy and I have been working on a phenomenal conference for the Counselors Academy section. Counselors Academy is a special section within the Public Relations Society of America, a PR association for practitioners across the country, and the special section focuses on public relations professionals that own their advertising or public relations company, more so PR. And so we like to go one place a year and and we get to choose where we want to go oh cool, to not only enjoy a very exciting program of learning, workshops, keynotes, cultural, et cetera, but building bridges and community connections, so that way we can all help our businesses. Yes, we love to eat, we love to eat, we love to eat, we love to eat.
Speaker 4:We love to eat. We love to eat, we love to shop.
Speaker 1:We love to drink.
Speaker 4:We love to have non-alcoholic and alcoholic. We just love exploring the city, and so I'm so excited to have Counselors Academy here in Charleston.
Speaker 2:When is it.
Speaker 4:So the conference will be March 31st to April 2nd. Okay, and so we're hosting it at the Francis Marion Hotel in Marion Square, beautiful area.
Speaker 2:So nice.
Speaker 4:And we're also going to explore other parts of the city. While it's not quite finalized yet, it'll be published on the website at prsaorg and how did you prsaorg?
Speaker 3:yes, prsaorg. How'd you decide on charleston?
Speaker 4:um, it was just one of those great decision making processes with a collaboration of headquarters, which is prsa's phenomenal leadership team. We also decided on charleston from feedback from the chair, missy herself, and we also love to explore cultural places like that have a distinct character, unique elements to it. So, for example, we've traveled to New Orleans before. Scottsdale was really great and a lot of fun. We love warm weather. Right now it's in February, it's not quite reflective of that, but that's OK, that's OK. Ok, it's in February, it's not quite reflective of that, but that's okay, that's okay, it's okay. So we've been picking cities that we just want to explore and they've even been to Key West, seattle, various different places. So Charleston was just a name on the list that just surfaced at the top and I'll admit you all and Explore Charleston. Having these great conversations to get to know the city has really solidified the fact that we made the right choice.
Speaker 2:Oh, that's nice. And she said you all, not y'all, just so you guys know that. She said you all and I loved it. Where are you from?
Speaker 4:So I actually live in Albuquerque. My day job is that I own an advertising and PR agency, a marketing agency in Albuquerque, new Mexico, called Ciarza, and I love your story because our company started very similar to yours.
Speaker 2:I was talking to Margaret, by the way, to Margaret, yeah.
Speaker 4:So I loved how you started and said I left the company that I worked for. I saw the opportunity that I work for. I saw the opportunity I started in digital Our legal name is actually CR as a social digital and so 10 years later, our team of about 20 across the United States and the Philippines really just saw the opportunity to build PR, advertising, web video and creative and just create jobs in new mexico in this industry, because, as you all know, sometimes marketing jobs are really hard to find in small communities like charleston and they and I would love to talk about the, the the similarities, not the challenges.
Speaker 4:The similarities between albuquerque and charleston yeah, I'm sure there's tons the. The clear difference is y'all have water. You said, said y'all.
Speaker 2:Took her a second, took her a second, went in front.
Speaker 4:Yeah right, but you guys have water and we don't. No kidding.
Speaker 2:Yeah, it's amazing why. Where is PRSA headquartered, Anna?
Speaker 4:So PRSA is headquartered in New York and, while I'm not the best spokesperson, I can talk about PRSA from an experience for me as an individual and I can kind of show the relationship between PRSA and AMA in a lot of ways. So there's various different ways that you can get involved. But, as you all know, being involved in a volunteer organization like AMA and PRSA is an investment into your career, right.
Speaker 4:Or an investment into your trade. In my case, it's giving back to the trade, because PRSA built my career. So I started on the local New Mexico chapter of PRSA, where I was a young social media coordinator. I helped build the Albuquerque International Balloon Fiesta social media channels, which is one of the iconic tourism elements in New Mexico, part of our culture and our definition. And so, as I grew into my role professionally, I found that PRSA helped me learn how to be a better practitioner, learn how to be a better public relations professional, how to be an ethical one with my certification, how to be a better business owner through the Counselors Academy. So PRSA has just really guided my career and that's why I got involved Almost. I think I've been a member now since like 2010, 2012. And the sky's been the limit so far. So, yes, prsa is to answer your question. So PRSA is located in New York, but they have chapters all across the country, including in Charleston. But what we also find is that there's various different ways you can get involved that have no geographical limits.
Speaker 3:Very similar to AMA in that you can find chapters all across the country, and even if it's not a chapter in the city that you live in, you can still get involved, which is nice yeah.
Speaker 2:Does everybody know what PRSA stands for? Public.
Speaker 4:Relations Society of America.
Speaker 2:Yes, you've been good to start with that. I'm glad you asked.
Speaker 3:Yes, Public Relations Society of America.
Speaker 4:There you go, we passed the test Well, and you know what I love about PRSA. I'm sure is the same thing that you love about AMA, which is collaborations and connections and community. You want to find people that understand you, that go through the crazy conundrums like why did my impressions and engagement report suck this month right? Why did my impressions and engagement?
Speaker 4:report suck this month right, or why can't this client listen to the initiatives that I think is best for them, but they don't see it the way that I do. And that's what I love about chapters like AMA or chapters like PRSAs, because you find people that have common bonds and common struggles together, and how do you navigate those together?
Speaker 2:Yeah, oh, that was so poetically put too. I saw a social media clip out of that just now. Um, what um? Have you been past president like and talk about the how, what it's, the challenges and the best practices that you have, uh, done there in new mexico? That we could do here in charleston, because we're a growing club as well how many members do you? We? We fluctuate from 85 to 91 oh, congrats, that's huge oh my gosh no, no, no, no, no.
Speaker 4:I'm not, I'm not like. I.
Speaker 3:I mean that authentically like I see that yeah, yeah, no, that's, that's a great number okay so I mean it's okay if you want it to be okay oh, we want it more what we feel like, so I'd like to be 120 one thing that is nice is, while we're at maybe between like 85 to 95 members fluctuating, we do have a lot of people who come to our events that aren't necessarily members, but so we're not always seeing the same faces. If you come to an AM event, AMA event you're always meeting new people. It's not limited limited to just AMA members, which is nice.
Speaker 3:So, while we are in between that 85 to 95 number, we do have a larger reach than that, definitely.
Speaker 4:Yeah, I would say and, and I've a lot of nonprofits. It's a part of my business development strategy at CRSA. I serve in a lot of volunteer organizations like this role, in particular for our special section, which is Counselors Academy, and I will say that what you're experiencing on a local level is what we experience at New Mexico, what we also experience in LA in la's chapter, in counselor's academy.
Speaker 4:It's why am I here right and why should I make this investment? So the fact that you're seeing a lot of new faces means you're providing content that people want to use to benefit themselves. Right, that's always member engagement and member benefit. But at the same time, you see the struggle of like, how do I get more credits and retention, etc. Then there I'm not saying there's a problem per se, but one of the challenges every volunteer organization has is what's in it for me? Yeah, communicating that value is a challenge I have to do as a conference planner communicating value of how this is going to help your career, how the industry will grow together. Some people don't see it that way, but some do, and those are the type of people that you want in your organization. So that's what I've learned. And so the other hats that I wear in PRSA is not only the conference co-chair, I'm also the New Mexico chapter treasurer. So I run the numbers and I look at profitability and I wag my finger when people spend too much money.
Speaker 2:I love spending money.
Speaker 4:Yeah, so do I.
Speaker 2:So I wag my finger too.
Speaker 4:And then I also am the national DEI or national is not the right way to say it so the DEI committee co-chair, along with Sabrina Brown. So the DEI committee co-chair along with Sabrina Brown, the DEI committee is a committee specifically in helping PRSA become more inclusive to its membership in multiple different ways. So, at any rate, what's great about where I'm coming from is I see it on a national, regional, local level that your challenge is a challenge that's happening everywhere.
Speaker 3:And can you talk about the benefits of how to become a member of PRSA and the benefits?
Speaker 4:Oh sure, sign up online PRSAorg and kind of find your way. So it has a really great resource on the website. So the website is actually really well laid out where it talks about you know what is the role of a trade association like PRSA or even like AMA Professional development right, community building and professional development. So when you sign up you find out okay, is there a special section I should be a part of? Should I have an overemphasis on a section or a part of my industry?
Speaker 4:So, for example, if you have folks that are from a large Fortune 500 company and they do employee communications, a special section in employee communications would be there and you can sign up for it. In our case, if you're a crazy person like myself that decides to open up their own agency and you want to find like-minded agency owners, that's where Counselors Academy comes in. If you just want to network with your local community like Charleston, like New Mexico, like the region that's when you can join a local chapter as well. So it just kind of depends on what path you want to take and what you want to get out of it. But there is a but. It's just like a gym membership you only get what you pay for, when you put in the time to use it. So I always recommend going to events, uh, joining um.
Speaker 4:Looking at the emails, actually opening the emails right participating in webinars, getting the certifications or or whatever that might be yeah, so joining committees joining committees yeah, being part of the board. Yeah, and any trade association struggles with time, like finding volunteers with time.
Speaker 2:Yeah.
Speaker 4:I get that, but all you have to do is just make sure you show that it's worth their time. That's it, yeah.
Speaker 2:It's not that easy.
Speaker 1:I mean, that's not that hard.
Speaker 2:Easier said than done. Uh-huh, yeah, exactly.
Speaker 4:Yeah, yeah, and so that's how you join PRSAorg. I love that.
Speaker 2:I have a feeling, as you were speaking just now, that we're going to have a chapter PRSA chapter here in Charleston soon. I know we have one but it's not active, or whoever's out there if you're listening, find us, find me, find Margaret, and we'll help you. Yeah navigate those challenges and navigate those challenges if you want to start up an organization for prsa. Yeah, I love that idea well.
Speaker 4:So one thing this is what I love about meeting other marketing professionals it's like, hey, what did you do? Yeah hey, what happened in your community? Yeah, one of my favorite mixers from back in the day okay, my back in the day was it would be the marketing and comms mixer and it would be ama. Okay, it would be. Uh, in new mexico it would be ama, it would be AMA. Okay, it would be. In New Mexico, it would be AMA. It would be ad fed AAF right the advertising.
Speaker 4:Federation in Tampa and PRSA together and you would see like all the account executives in the corner and you see all the PR people networking, because that's what we have to do in our job we called it the ultimate mixer yeah, I ultimate mixer.
Speaker 2:I mean you just invite all the other organizations, that yeah we're all cousins of some sort, right you know if you will yeah, oh, it sounds like new mexico right, we're all related yeah, but you're right.
Speaker 4:Right so it, but it nobody's in competition with each other. Yeah, we're all trade associations and organizations, but what's really cool about it is that pr focuses on the messaging, public perceptions, crisis communications, advertising focuses on media, buying, the outlets, and then AMA is like strategy and research. So when everybody comes to the table, it's a really good time, professionally and personally.
Speaker 2:We need to start that.
Speaker 3:We do, I know I really do. It's on there. It's on there, all the notes already coming from Christelle.
Speaker 2:I love it. Yes, what else did we want to talk about? Oh, I just bumped the desk. I'm not supposed to bump the desk.
Speaker 3:That's the one rule.
Speaker 2:Don't bump the desk.
Speaker 3:So can you tell us a bit more? Going back to the conference, can you tell us more about what topics are going to be covered and who if people are going to that event who they're going to meet, and just a little bit more about that event.
Speaker 4:Yeah for sure. So I'm so excited that the theme of the conference is Connections and Collaborations. Connections and Collaborations Building Success Together in Charleston, and so our wonderful committee made up of other agency owners and our executive committee for the special section as a whole, really came together and curated some great topics for people to enjoy and see the value in a conference sponsorship. To enjoy and see the value in a conference sponsorship. What's also really great about this conference is that no one topic is taboo. So we find ourselves in a lot of vulnerable conversations, and there's one topic in particular that's really exciting to hear about, and that particular topic is from a leader in her community that actually experienced a crisis, but she herself is a crisis communications expert, so it's a case study of like.
Speaker 4:I went through a crisis as a community leader and I was the practitioner at the same time. Here's my lessons on how to navigate something so powerful and so challenging like this, so that's a phenomenal topic we're excited to hear through a workshop. We're also hearing about a keynote soon about, or a topic soon about, how to look more towards the future, or what to expect in the future economically, and that at first for, let's say, for example for an account executive or for a creative. That might not be relevant to me, but marketing executives or C-levels like information like that so they can better forecast for their business. Am I going to have more or less clients? Is there going to be a different way to my business development strategy? What investments do I need to make? Or cuts the way I need to make in my business so that way it doesn't sacrifice the job of a marketing executive or pr executive? So there's topics like that um, and an ownership mindset, how to like really change from a PR. I'll take you, margaret, for example.
Speaker 4:Now that you're formerly a social media practitioner, how do you become a business owner that happens to have a background in social media? That's the topic that we're really focusing on, and we also find that Counselors Academy also, uh, kind of common themes that tend to resurrect. Like last year, ai and tech was like a huge hot topic. I'm sure it was here locally, right, but this year it's definitely like business development, scaling and growth leadership. Either it's for myself or for the leaders that I'm trying to become larger leaders in my organization, and then tools of the trade right. So us business owners, like for myself, I have the misfortune fortune of only working on client work about 20% of the time, because you, on the other hand, that just started as a business owner, you might still be doing like 80% of the social media work or you are very hands started.
Speaker 4:As a business owner, you might still be doing like 80 of the social media work, or you are very hands-on as as a creative, and that's what. That's what you decide to do, right, so like for, for, for counselors, it's how do we learn how to turn that off when we need to to work on the business?
Speaker 4:right rather than in the business, and so that's what makes this conference so fun is because you start to see like folks that are like I need that yeah, and it's taking that next step, that everybody's trying to learn how you take that next step I I when I my first counselors academy conference was 2022, it was in scottsdale, arizona. I didn't know anybody. I almost didn't get on the plane. I was terrified. I had imposter syndrome running through my veins yep yeah going. They don't know who. They don't know who I am.
Speaker 2:What am I doing right now? What am I doing time?
Speaker 4:I can just go home and do nothing I remember even telling my husband on the curb of the airport like I don't want to go. What did I decide, my? What did I put myself into?
Speaker 4:he's just like go and that that conference changed my life that conference changed my life because of counselors academy, where I learned that my struggle is very similar to the owner in detroit. But then the owner in seattle has done C, has the same small town issues that Albuquerque has Like, so it's just been and that's the value of the programming that we found that's not on the typical agenda and so that's why we named the conference or really focused the conference around collaboration and building community, because it's what we've done in counselors academy as a whole I love it.
Speaker 2:Who's coming?
Speaker 4:um, so um, agency owners across the country. So, uh, we typically have about 120 to 150 agency owners, um, and our special section is about 300 total, like members, if you. And so we're excited to have these folks coming from the West Coast the East Coast to catch up with old friends, meet new ones, learn how to be a better business owner. Sometimes they don't even get to go to a workshop because they're just so busy being engulfed in a good conversation with another owner that went through a challenge or a win just like them.
Speaker 2:Did you throw a number out there? How many?
Speaker 4:Between 120 to 150 marketing agency owners. Hopefully a couple AMA members.
Speaker 3:I will be there. I'm sure Are you. Yeah, you can buy my ticket there we go that would be really great.
Speaker 2:Will you be there, mike? Huh, I mean, we can talk about it. We can smooth some monies around.
Speaker 4:Well, how about this? I would love to have you guys at our opening reception, oh done.
Speaker 2:You will be my guest. I'll be there. There you go, hold on, let me write that down. Yes, oh, tell us about the discount AMA members get. Yes, if you could. Sorry about that, no, no, no, it's great.
Speaker 4:So our conference fees are listed at PRSAorg. They are an investment, but it's a good investment into your career hands down, yeah, what we love about this particular one is that, just to say thanks to the Charleston marketing community not only with yourself but others and peers and allies we have an ally rate and that ally rate actually takes 10% off of the conference fee. So we'll do our best to make sure that you can jump on that right away and that information will be on the AMA's website.
Speaker 2:Yeah, and it's also on our social media.
Speaker 4:That's called delegating.
Speaker 2:Yes perfect. We'll make that happen. Yep, yep, yep, yep Great.
Speaker 3:Katie, we got to do that. Katie will make that happen.
Speaker 2:Great, and we're going to post on social and all that good stuff too, what a fun, fun time. I love the fact that you guys chose Charleston. There is so much culture and so much character. But it's kind of weird that you're asking about a party that you want to plan and we're like hmm, what does this party want to have? And we were talking. You know low country broil Talking. You know, low country broil. You know what else, margaret, what else.
Speaker 3:I mean we were saying oyster roasts are always fun. I don't know how feasible that is to put on.
Speaker 2:Like, how kind of a is it a rock party? Like what kind of party are we talking about?
Speaker 4:What are we talking about? Ooh, an opportunity to dance, eat, drink, sing and be merry.
Speaker 2:So, listeners, if you are hearing this and you're on social, put some ideas down on on the uh, on the comments, and maybe you can get some, some other ideas yeah, you know, we've got some ideas too. We've been talking offline and we've got uh ellen on board helping you out as well. She's uh in the p, she's in public relations as well. Great, what is what? Is she a secretary for us?
Speaker 3:Yes, Ellen is our secretary For AMA board.
Speaker 2:Great, yeah, yeah, she's cool.
Speaker 4:Yeah, no, and I will say too. I know that our conversation will end here in about 20 minutes or so. I'm just grateful to continue the conversation. Y'all can find me on LinkedIn or on Instagram at Crystal C Arza. I'm happy to connect with anybody in the Charleston community.
Speaker 2:What happened to the moon? You didn't add the moon.
Speaker 4:It was before I got married that I got on social media. Yes, definitely.
Speaker 3:On that note I have a question for you. We work very closely with the College of Charleston. I always love to ask this question. Yeah, for any College of Charleston students listening who are maybe a marketing communications major, looking to kind of get involved in public relations and make the next step. What would you recommend is kind of the best way to get their foot in the door with that?
Speaker 4:I know that we were talking about this beforehand. I absolutely love this question. I used to teach strategic communications at the University of New Mexico and strategic communications was the all-encompassing PR marketing.
Speaker 2:That sounds like a lot.
Speaker 4:It sounds like a lot and it was. I used to teach that strategic communications class that really focused on the classic research, planning, implementation and evaluation method. That is what a lot of marketers, public relations professionals, use, and so I guess I would say three things I would walk away with if you're a student into Charleston. Number one don't be afraid to fail. There were a lot of students of mine that says I have to get an internship.
Speaker 4:I don't know if this is the right field for me. I know I love writing, but I want to do event planning and PR. I want to do, I want to work with the media, I want to be a sports writer, I want to be a sports agent, et cetera. Don't be afraid to fail, meaning get an internship, Because one of the things I found, especially I was teaching in 2014, 2015, and now it's 2025, 10 years ago the students that I had that had an internship somewhere are not even in the field anymore. Or those that decided to pursue a career in PR are doing very specialty items, like they're in automotive, or they're at my agency, or they're doing entertainment, or they're directors of marketing and sports, like everybody ran the gamut, but they started and failed somewhere. Like I would have individuals fail my class and I would never hold it against them unless they were rude. That was different.
Speaker 1:Be nice. Yeah, be nice.
Speaker 4:Like. But at the same time, one of the things I found is that they were just so focused on their career that education wasn't their primary focus. So don't be afraid to fail. That's what internships are for. That's what asking for advice is focus. So don't be afraid to fail. That's what internships are for. That's what asking for advice is. Don't be afraid to fail. Very good entrepreneurial mindset lesson too. Don't be afraid, yeah. Number two is network network. Network Network.
Speaker 4:Now, I had a really different career path than most folks and some folks in New Mexicoxico. It's actually very common for the non-traditional student where it's like it's not a person that graduated four years out of high school and then went into the into the trade. Um, it's usually a person that's like myself. I had a kid at 21. I have a 17 year old. Now my 17 year old is about to go to high school.
Speaker 4:My career just finally kind of hit that at the, almost at the plateau right and and then from there my and then I went to college after I had him and then I got my master's after I had them. So like I guess my my point is like it's going to be an untraditional world. But why I say that whole story. I networked in my first job at Best Buy, my first professional association at the Albuquerque Chamber of Commerce, and those contacts helped me have my first 10 clients at Searza. Networking then or now as a college student helps tremendously. And then the third thing I will say is like building up your portfolio or being so focused on your portfolio is like good, but the best lessons you can learn are from others that are willing to give you a time and a moment to opportunity.
Speaker 4:So the the best advice is for Charleston students is actually more for the Charleston the, the College of Charleston professionals that support the College of Charleston professionals that support the College of Charleston, which is help them. Yeah, because if they help, if you help them, the students, they're going to help you Absolutely.
Speaker 3:We see that all the time and any time I talk to a College of Charleston student, I like that you were saying start networking now, because I always, anytime I talk to them, they kind of talk to me about. You know, when I graduate I'm going to start applying for these jobs. I'm like, start applying now, Get your name out there.
Speaker 1:Yes.
Speaker 3:Let them see your name and know that you're eager and start now. Why wait until graduation?
Speaker 2:We've got a couple of interns starting here from the College of Charleston. Also I want to shout out Charleston Southern right.
Speaker 3:Yeah, sorry.
Speaker 4:Not just iOS Trying to tech.
Speaker 2:Yes, I work so close to USC. We work with several universities. How far is the Gamecocks from here? The Citadel About two hours? Gamecocks, yeah, yeah, they're not too far away.
Speaker 3:Our Charleston chapter doesn't necessarily work with USC.
Speaker 2:Yeah, no, they're too far.
Speaker 3:They need to be you.
Speaker 4:Yeah, yeah, and you know, it's just one of those things where it's like I get so excited to talk to people that are so young in their careers. Yeah, I love being a mentor to some that find me through PRSA or from various different places, because mentorship is one of the most rewarding things. That has zero ROI, yeah, but you never know. So find a mentor.
Speaker 3:Yeah, I've had so many mentors in my life. It's like it's just nice to be able to give back.
Speaker 4:Yeah, oh, my mentor was just is critical to my life.
Speaker 3:Yeah, and I'm glad you mentioned it not being just kind of a linear path to get into where you want to be. I mean my, we didn't even talk about this, but my background I was a public health major at college of Charleston.
Speaker 4:Yeah, what's that?
Speaker 3:And now here I am doing absolutely nothing with my major, but I mean I just started networking very early on, took some job opportunities that I didn't know where they were going to lead Right.
Speaker 4:Yeah, there's a strategic communications major that I know of that's actually like a high school counselor and a coach and he's like Crystal. I learned everything that I learned back then. I totally apply it now. Good, Awesome, that's what you want, that's what you need.
Speaker 2:Yeah, I love that advice Get on the plane Right.
Speaker 4:Yeah, get on a plane and network.
Speaker 2:Yeah, the human connection is so important yeah 100%. And connecting digitally is important too, right, linkedin and all the social media, but you got to do it smart, but the human connection is so much.
Speaker 3:And I think it's more important now than ever, because everyone's putting so much focus into AI and digital, which is great. I mean, it's crucial. But that's why I love what your topics are going to be covering at this conference, because it's going to be more important now than ever to make sure there's that human connection, because that can never go away.
Speaker 4:Yeah, there's, you know, other great topics that we're talking about is obviously leadership, like practical leadership in terms of environments I'm trying to think of some other ones so revenue on repeat, that's a one that's like well, what is?
Speaker 1:it. That's going to be a well-attended one. Yeah, yeah, what does that?
Speaker 4:actually mean, just that right there. Revenue on repeat, like how to take service models and actually add that human element. I think that's also two. Like how to take service models and actually add that human element. I think that's also too. Here's another one Stronger together, the right legal structure. That seems really like quiet at first and it seems very like institution. But the legal structure actually helps you run a better agency so you can focus on the human of the legal side or human in the human resources.
Speaker 2:So I think it's really good you got to get those T's and cross and those I's dotting, and be on the same page with you and your business partners. Yeah, that's all that legal stuff.
Speaker 4:I like this one and I'll see too, the right amount of, uh, the might. The right amount of the right stuff at the right time, improving your productivity as a leader.
Speaker 4:That's another human element of like yeah, how to show up but also not be distracted. You know, like, for example, today's con. You know up but also not be distracted. You know, like, for example, today's you know, getting here was time sensitive for me, so I was taking a call at the same time while I'm doing my makeup. I'm like I'm not 100% here, like showing yourself to be a good human and be available and be present. That's another topic that we're really excited to hear about.
Speaker 2:Is there a college discount for PRSA?
Speaker 4:Oh, I wish, I really really wish you get that a lot eh, we do.
Speaker 4:However, prsa also has again trying really hard not to be a spokesperson, just from personal experiences. Prssa is a chapter that College of Charleston can easily start. There might even be one at the larger university down the street or up the street, wherever it is, but PRSSA is a really good resource for students. They can actually come to larger conferences and be sponsored and earn their stay through raising money in funds in their college chapter that's cool. Through raising money in funds in their college chapter that's cool. College communications or the students that actually participate in PRSSA are really fascinating and really fun. They're so eager, they're so excited, they're so hungry and that's why I say that we need more mentors, because there's definitely tons of mentees in the advertising, marketing and PR space.
Speaker 2:Can't get back people Mentor.
Speaker 3:One of my favorite nonprofits that I've been volunteering with for seven years. It's not necessarily marketing mentoring by any means, but shout out to one of my favorite nonprofits here called Be A Mentor. They partner mentors with mentees all around elementary schools and high schools in Charleston and surrounding areas Just doing that once a week for 30 minutes having lunch. I think she's in third grade now, my mentee I thought that was Big Brothers, big Sisters. No, that wasn't, that's similar the one that I've been with for a long time is Be A Mentor.
Speaker 1:Be A Mentor, oh okay, that's exciting.
Speaker 2:Beamentororg. Yes, I'm pretty sure that's the website social media, as well be a mentor love it.
Speaker 4:Yeah, love it very much.
Speaker 2:Um, well, shout out and thank you to missy hurley for connecting dots. She found us on the podcast. It's working. Margaret, yeah, I love it. She's out of tampa. She, christelle's out of new mexico I'm nationwide baby are you the first?
Speaker 3:is this our first guest to have flown? In from wow. What from out of town? What I love being the first flown in.
Speaker 2:We've got some charlotte folk, so charlotte drove in.
Speaker 3:Okay, but you're the first one to charlotte, okay speaking of flying, I don't want to get too off the topic but I've been dying to ask about of course, I did a little research for christelle, came in, stalked her on social media. Um, I think it's your instagram bio that says hot air balloon chaser. So so I definitely need to hear more.
Speaker 4:So I well I mentioned in 2012, I was part of a PR agency where I created the first digital strategy for the Albuquerque International Balloon Fiesta and I loved hot air ballooning from that job. You know, when you have like that one client, that you just end up putting more than what they were built.
Speaker 2:Yeah, of course, because you love the yeah yeah, that was that client, it was um.
Speaker 4:at the time, I think it only had an attendance of about 600 000 or so and that once the digital strategy went online, it just grew 10 to 20% year after year because it became a social media phenomenon a social media phenomenon, for sure. But on the flip side, albuquerque actually has a major community and industry that not many people knew about, and so you know when something becomes touristy enough, but then you don't really see the story of the industry or the story of the people that bring it to life.
Speaker 4:So then I started to really dive into it. I, I'm a Zeta Tau Alpha, I'm a sorority sister and my my one of my best friends, my sorority sister's husband, is a pilot. He's like come out. So I blame him every single day, because he was a student pilot at the time and he was actually looking to build up his crew. And then, months later, I learned and I felt comfortable enough to be his crew chief. I knew it was going to take some time. So what does that entail? Um, so it's so.
Speaker 4:A hot air balloon is a federal aircraft. So, if any aircraft needs a crew chief, and so you make sure that the balloon, um, when it's on the ground, packed up proper procedure, safety measures, the crew's safe, et cetera. You make sure that the propane tanks are set up, you make sure that the basket's all ready to go for the pilot, to make sure there's no tears on the envelope, et cetera. So, yes, chasing includes setting up the balloon. Hot air balloons don't have a steering wheel. So because they don't have a steering wheel, you have to chase it, because the weather will tell it where it's going the way it's going and then afterwards the guy lands Everybody's safe, everybody's okay, great, back up the balloon.
Speaker 4:That's what a crew chief does.
Speaker 2:Drive the truck so.
Speaker 4:I love it. If you were to ask me what is my hobby, it's hot air balloon chasing, and I was telling you too on the way in here, like I, I would say it. What is the marketing lesson out of, of, of hotter ballooning? I'm purposefully challenging myself to become, um, a hotter balloon pilot, a private pilot. So I'm I'm registered as a student pilot because I want to really challenge myself a new knowledge I've never had before, and as marketers we all get in this rut of staying so comfortable in our lanes and we don't push ourselves to do something new and different.
Speaker 4:I realized that, like I was going through a really tough time last year, just this constant state of depression. I was like, why am I in this funk? It's because I wasn't challenging myself to learn something new, challenge myself to do something different, and I found that ambition just really kept me happy. So I got my certification in public relations through PRSA and when that was done and I got married, that was done I was like, what do I have to do now? My company's on autopilot, there's some things in here and there that I need to work on, but how do I challenge myself? So, learning weather in here and there that I need to work on. But how do I challenge myself? So learning weather, whole new language, sure Learning, the FAA and the crisis from it whole new language, and it has been really exciting.
Speaker 3:So when do you think you'll?
Speaker 4:have your license. My goal is in the next two years, and that's another thing. Marketers, we should always set goals.
Speaker 1:Yeah.
Speaker 4:So in the next two years. So hoping to do that too.
Speaker 3:Coolest place you've ever been in a hot balloon. Or do you just do that in new mexico?
Speaker 4:um, so in. Oh. So that's a great question. So hotter ballooning happens wherever it's safe to fly, meaning ample places, launches, less congested areas, not a congested airspace as well. So what's great about us is that we like to fly in albuquerque, but places that it's also great to fly is temecula, napaapa, arizona, colorado Springs, utah. There's even folks in New Jersey. I think there might be a couple folks around here that fly. I need to look into it. But favorite place I've flown so far is I've been in the basket, not the pilot is a place called Red Rocks, which is in Gallup.
Speaker 1:New Mexico, oh different Red.
Speaker 4:Rocks. Yeah, different Red Rocks called red rocks, new mexico red rocks which is in gallup, new mexico. Oh, different yeah, different red rocks, not the one in colorado but, very similar, very similar. Um uh beauty, right where it's very the red rocks surround um the experience of the event. Same thing in gallup. And then, on top of that, the culture of the native american people, navajo, acoma they're all there, so there's hot air balloons and culture in the same time, and it's just one of the most picturesque things.
Speaker 3:And.
Speaker 4:I have my favorite picture of me ballooning. Is me there in a onesie? Because it's so damn cold when you're ballooning, so damn cold.
Speaker 3:I'm going to need to take a trip out to New Mexico, oh, you would love it.
Speaker 2:Never thought I would know so much about hot air ballooning, I know. Sorry to get off topic.
Speaker 4:You're welcome, there's a working lesson in there. Yeah, definitely.
Speaker 2:Let's wrap this up here. Is there anything else? Give us your handles again. Give us.
Speaker 4:PRSAorg, prsaorg. When you go to the professional sections, go to Counselors Academy. That's where you'll learn more information about our section. You'll also learn more information about the conference itself, and the various different topics will be published here in the next 30 to 60 days. The conference itself, the registration is definitely open and we'll definitely give you all the allied rates so you can use it for those that might be interested in joining Yep. We have them. And, most importantly, I guess if I was to say, if you were to ask me like what is a New Year's resolution, I would give to everybody that shouldn't be broken. I would just say make your investment into your career, make your investment into your business, work on your business, not in the business as much, and this is a great outlet to do it.
Speaker 2:Love it not in the business as much, and this is a great outlet to do it, so love it. This is what podcasts are all about, matthew. Okay, matthew's our engineer, by the way, your listeners, I don't know um. Thanks for coming. Thank you for flying all the way over here and chat with little old us thanks for being in community with me.
Speaker 4:I love talking to other marketers and thanks for the time in the space in community.
Speaker 2:I like that Margaret say say goodbye, will you?
Speaker 3:Thank you so much for being here, for flying all the way here and getting off a flight at 2 am and here you are on our podcast, so thank you so much.
Speaker 2:That's right, and thanks to the Charleston Radio Group, love them, love them dearly. Thank you, matthew, our engineer. You want to say goodbye, christelle.
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