WEBVTT
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This show is sponsored by dn ten
Insurance Services, helping businesses get the right
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insurance for all their insurance needs.
Visit dn ten dot io to get a
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quote d n t N dot io
and remember, when you buy an insurance
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policy from dent ten, you're giving
back on a global scale. Hello all,
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my entrepreneurs and business leaders, and
welcome to the Michael Esposito Show,
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where I interview titans of industry in
order to inform, educate, and inspire
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you to be great. She got
her start twenty years ago at Rubinstein Associates,
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where she quickly rose through the ranks
to become a vice president. Recognized
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as a top publicist, she worked
on some of the firm's major real estate
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and financial accounts, representing Bell's Enterprise
Commerce Bank and many others. Today,
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she channels that energy to lead her
own agency and help a diverse array of
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clients plot memorable events, secure speaking
engagements, land leadership articles, craft sharp
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website content, engage in meaningful ways
on social media, and of course,
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get their names in the news.
She was named an Athena Leadership Awards Program
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honoree in twenty eighteen and graced the
cover of Hudson Valley Magazines Women in Business
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issue that same year A past forty
under forty recipient. Please welcome my guest
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and friend, Philomina Finelli. Thank
you so much for having me here.
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Are Michael, It's great to see
you in the studio. It's great to
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see you too. That was fun
to read. You made me sound good.
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Thank you for that. Yeah,
you know, I used to like
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craft these things myself, and between
time and then going to people's about me
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page, I was like, well, wait a second, why am I
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rewriting everything that they've already written,
and especially coming from a our company.
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So well, we'll uncover the good
stuff as we get talking this morning anyway,
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because all all of those things,
they're just facts. But the real
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story is the things that you don't
hear between those sentences, which I'm very
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interested in. So we When I
was reading your bio about yourself, some
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things came up that stood out for
me and that I think I'd like to
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start with. And it has to
do with your history. Of course,
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your professional history and everything in terms
of PR will be breaking down a little
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bit down the road, but your
history at home with your family and the
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traditions that you're kind of carrying on. Yeah, that's where it all begins
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for all of us, right where
we start in our childhood, who we
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were, and then who we become
from there, And definitely who I grew
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up around definitely shaped an influence who
I became. Starting with my own dad,
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who was an entrepreneur. What kind
of business did you that have?
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He had a delivery service, so
he brought items from one place to another,
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whether it was checks from a bank
or appliances for electronics stores. He
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was the guy who delivered microwaves and
refrigerators and those kinds of things. And
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I grew up seeing him take that
risk of becoming a business owner and very
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self taught at that, and watched
him piece it together, sometimes successfully and
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sometimes not, and I thought,
oh boy, I'm never going to go
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into business for myself. That's crazy. What a wild ride. When times
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they're good, they're very good,
and when they're bad they're tough. Speak
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to us about the bad times,
because that's probably the hardest part that an
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entrepreneur goes through. Yeah, So
I watched my dad. We'd have times
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where we were a flush with cash
and doing well, and then other times
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when people that he was doing business
with weren't paying their invoices, and he
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and my mom were trying to figure
that out. And I'd overhear them talking
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at the dinner table and wonder why
would anybody decide to go into business for
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themselves? Until I found myself doing
that same thing. When when you were
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thinking about why would anybody go into
business for themselves? Were what were some
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of the experiences that you were witnessing. So you you mentioned invoices not being
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paid, but I'm sure that there's
more that goes into this that. But
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we both know that you were watching
and witnessing as a kid. Absolutely,
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I remember him having family inside the
business and then if something didn't work out
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well and needing to tell those people
it wasn't working, having a business partner
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that ultimately he couldn't trust, and
having his finances commingled with that person.
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So I was very clear on the
things that I learned that were good that
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I saw him do. But then
I was clear also on the things that
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if I were to ever open a
business, which I thought I wasn't going
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to, but here I am that
I knew I would do differently, and
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you know, you know, not
practicing nepotism in my business, not working
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with family members. Having sole ownership
at this time seems like the right thing
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for me too, so that I
could have some of that decision making autonomy
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and being real clear on invoicing practices
and getting an accountant involved early on was
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critical for me. Not managing that
piece, that's probably that's a piece that
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I remember working in other businesses as
an employee and witnessing the invoicing issues.
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So I'm interested in that. What
good practice is there. We'll kind of
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talk about that in a second,
but just want to go back to what
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you were just sharing about your dad. So you saw that he had to
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figure out relationships and be able to
navigate through those relationships, and you witnessed
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that at a young age, which
then turned to your values in your business.
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And I remember reading about your business
and actually in the bio that you
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sent over about how you live by
your values. You hire buy your values,
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and you fire buy your values,
And it sounds like that was kind
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of like taught to you at the
dinner table. Yeah, dinner table wisdom
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was big in my house, and
just learning by absorption, And the one
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thing that I did take away was
that if you don't have a compass around
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where you're headed, you're going to
get lost along the way. So for
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me, early on in my business, defining the values we were going to
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live by as a group, as
a team was critical. Knowing that if
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there was a tough decision to be
made and we weren't sure which way to
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go, we could let mistest that
decision against those questions, does it meet
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these values? Does this feel true
to us and to what we all agreed
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to and signed up for. And
when someone comes to work with you as
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a member of your team, you're
making a promise to them. When you
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sell that you should come work with
me. You're saying, well, here's
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what you're going to get if you
sign on to work with me. Here's
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what I can promise you. And
so for me, upholding that promise is
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imperative. And then also with our
clients, like I have certain expectations of
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them, I put it right out
there so that people can opt in or
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opt out about if we're a fit
for values and Michael, you run a
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very values values driven business yourself,
Like it's very clear that you have a
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mission at the heart of what you
do at Dent ten and I admire that
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that's something that I stand for also, because there's there's tons of business out
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there to be had no matter what
kind of business you're in. But when
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you're clear about the vision and about
what you stand for, you're going to
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attract right fit clients, right fit
team members, and they're going to flock
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to you because they get what it
is you stand for. Yeah, and
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I think you know, we could
talk a little bit more about that in
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your business, and I want to
go into your your team as well.
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But again going back to your dad
and seeing the roller coaster ride of dealing
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with bad clients, right, so
we learn that you got to find a
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client that's also a good fit for
you, and they both have to you.
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As the as the salesperson, business
owner, account manager, or whatever
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your role is, you have a
responsibility, but the client also has a
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responsibility and they have to live up
to that part too. We see that
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in everything we do. Yeah,
years ago, I I remember working with
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someone when I first started my agency, and he's in real estate as a
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business, and he used to say, good fences make for good neighbors.
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And it's so true when you have
those fences, when people know where the
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boundaries are, what your expectations are, and you communicate it clearly through your
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fences. They know where they need
to dwell. Yeah, and they know
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when they're crossing a boundary. Yeah, people need boundaries. I remember having
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a conversation one of my team members
boundaries and accountability and going through some goal
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setting. We were doing some goal
setting. I was setting up some accountability
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in there. I was setting up
some boundaries in there and he turned turned
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as they turned to me, but
it was on a zoom. He turned
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to me. He looked up and
said, this is great, he goes,
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this is what I needed. This
is what I've been waiting for.
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So people want that. I think
that that's something that we forget that we
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think that by creating accountability and by
creating boundaries, we think that it's going
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to be met with with a pushback
or some sort of resentment. But the
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truth is that people need that to
thrive. And we see that in our
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businesses. Yeah. We all want
to know what the expectation is for us.
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Yeah, and if you're a conscientious
human being, you want to perform,
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You want to know what the bar
is. Yeah. I thrive on
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that. So your dad sat a
pretty high bar in starting a business,
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being successful in a business, working
through the challenges, and as you said,
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some of the successes. But for
you at the time, it wasn't
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right for you and you were just
kind of concerned about it. But then
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started wearing a funny T shirt around
the house. Yeah. So there's a
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picture floating around somewhere. I have
to dig it up, but it was
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of a little me, maybe four
or five years old, with a shirt
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that said the Boss. And when
I did open my own business ultimately years
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later, I remember calling my father
he's no longer here, and saying,
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Dad, I think I'm going to
start a business. Like I have this
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thing going where there's seven or eight
people calling me every month looking for my
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services, and I'm sending them an
invoice and they're happily paying it and they're
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asking for more work for me and
referring me to friends, and so I
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think I have a business going.
Almost by accident, I think I need
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to try this out. And he
wasn't surprised at all. He's like,
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uh, I always knew you would
do that. But I did grow up
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hearing from him very firmly and from
my mother that you can do anything you
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set your mind to. And I
think, as a young girl hearing that
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so many times, I must have
internalized that message and really believed it.
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And you took that message and you
started your own business. But I'm interested
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in how you what you think about
that message because we hear that message,
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right, But I think that there's
more meaning behind it of like, you
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can do anything you set your mind
to. I'm just interested on your thoughts
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on that. Yeah, so first
you have to set your mind to it,
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right, Like you have to believe
it in your mind. But that
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isn't the end step. It doesn't
mean that you just conjure something up in
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your brain and it manifests. You
have to take the actions. You have
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to take those baby steps and the
the put in the work when nobody's watching,
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when it's not glamorous or pretty or
fun, And that's where the real
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work happens. And that's how you
take something from a thought that you've set
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your intention into a reality. And
the most defining moments of my careers my
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career is are the ones that nobody's
seen that are very much behind the scenes.
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When I was studying hard something I
didn't know, or when I came
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in early to examine things that others
were doing so that I could replicate them,
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Or when it was nights and weekends
and I was tired and weary,
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and I kept going. And I'm
sure there was decisions that you had to
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make along the way, so many
of them, so many decisions that you
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know, you don't see that when
you see someone's outward you know, success
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in quotes, you don't see all
the things that go into it, all
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the moments where maybe they lost,
maybe it wasn't a win, and they
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had to pick themselves up and get
up the next morning as if they just
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won. What was one of your
greatest losses early on in my business life?
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You mean early on it was during
the pandemic, and or no before
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the pandemic. Part of me early
on in the business when somebody pushed a
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boundary with us and I was firm
on where it went, and I said
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no, and I stuck to it, and we lost six figures of business
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overnight, and I had to get
up the next morning as if it was
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like just any other day in my
career, and get up and make it
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happen, and meet payroll and do
all the things that I needed to do
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and have that focus on that drive. Still, what were the feelings that
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you experienced when losing that big client. I think I knew it was the
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right thing to do, but there
is that moment when you face down your
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fear and you say, what the
heck did I just do? Like I
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know, I said I would live
by these values. I knew, I
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said I would make decisions according to
them. But when it actually happens and
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it sinks in and you're looking at
the numbers or you're processing the decision,
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it can be scary. There were
definitely feelings, Yeah, I mean I
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experienced them too as a business owner, and I go through exactly what you
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you you talked about. I'm interested
in the rebound. How do you rebound
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from a loss of a six figure
client? Well, what's interesting speaking about
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mindset and doing things you set your
mind to. After I wallowed in my
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stuff, and I always give myself
a wallow period. I think it's okay
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to sulk or feel sad for a
certain period of time, but I put
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a framework on that too. I'm
like, Okay, I'm going to allow
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myself a day or two to process
this, and then I'm going to pick
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myself up because it's not going to
go down like this. This is not
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the end of the story. After
that, I did set out to replace
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that. I was like, we're
gonna we're gonna figure it out, we're
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gonna find right fit folks, and
we're going to be right back to where
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we were in six months. It
only took three and in six months I
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had surpassed it. Yeah, I
mean it has to do with the mindset.
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And you're so right about the wallowing
period like I have. I know
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that I'm going through something right now
at Denton. And I met with a
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consultant yesterday and sure he owns an
insurance agency as well, which is really
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nice. It's it's so nice in
our industry, and I think you probably
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have it in your industry too,
where we actually have people that do the
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same thing that we do and just
look out for each other. And he's
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got he's got a ten million dollar
agency, he's got a huge agency,
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and he's also got a consulting business
and on the side, and so he
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consulted with me and he's doing it
actually for free. So I really am
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appreciative of him. But with that
comes accountability. People always ask about mentors
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and ask about people helping and this
is kind of just coming out out of
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left field for me right now,
but it's it's in my mind. And
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it's funny because I met with him
three times already, and in my mind,
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I'm going, you know, when
is he going to start billing me?
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And he said to me, I'm
not going to bill you. He
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said, I'm doing this, and
because there's a friend in the relationship of
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course who referred him to me.
He said, I'm doing this in the
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hopes that, you know, when
we do get your business to where you
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want it to be, that then
you hire me, right But for now
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it's it's really just you and me
just trying to figure things out together.
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And now I'm going to the accountability
piece. So he said to me,
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this was yesterday's meeting, and he
said, listen, these are the things
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that I want you to do.
On Monday, New Year's Day, he
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said, I want you to do
these these things, and some of them
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include phone calls and other other things
that I have to do for the business
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in order to make sure that we're
set for success in twenty twenty three.
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And I went silent on the phone
and He's still talking, and he goes,
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are you still with me? And
I said, I'm processing, right
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in my mind, I'm processing.
I'm going, okay, do I want
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to do those things? One?
Right? Why don't I want to do
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those things too? And how can
I do those things? Three? They're
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probably very uncomfortable things, weren't They
very uncomfortable? Very uncomfortable because there are
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things that I shifted from by from
going from a salesperson to a business owner.
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I shifted away from I mean,
some of them are are cold calling,
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are reaching out to people like yourself, right, people that I know
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that I have relationships with. So
they're uncomfortable because I shifted from that role
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of salesperson to business owner. But
as a business owner, we still have
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to do those things that are uncomfortable. And we're talking about leadership and everything,
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him and I and he says to
me, okay, Michael. It
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goes I you know I said them
on processing and it goes okay, Michael.
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He goes, So here's what's going
to happen. He goes, you
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have Monday to do that. He
goes, and on Tuesday, I want
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you to call me at ten am. He goes, And if you didn't
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do any of the stuff at that
that I asked you to do for Monday.
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Don't even call me. Wow.
I like how he drove the hard
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line with you there. You drove
it. He said, don't even call
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me. So I said, you
know he said, and he said,
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that's okay because these are the decisions
that we have to make. But it's
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accountability. And it really made me
think. So I'm going back to this
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whole rebounding thing that I was asking
about, because I did. I wallowed
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in it last night and I was
like, all right, what am I
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gonna do here? Like do I
really want to do this stuff? But
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if I want my business to be
successful, I have to do this stuff.
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And if I want help from others. When we think about mentors,
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then I have to do this stuff. Mentors are so important, but when
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you're working with them, they are
giving of their time and you should follow
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through. You're wasting their time.
Yeah, yeah, And I think that's
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what his point was, like,
don't call back if you didn't do this.
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I appreciate that. I wonder in
your business. You know, you
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are an honor reef for the Athena
Award, and that has to do with
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Women in Business, and you were
also on a cover for Women in Business
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Hudson Valley magazine, and you have
a team of nine women, And I'm
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just very interested in that mentor relationship
that you play, the role that you
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play in mentoring these women to be
successful and to go off on their own.
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It's one of the most important roles
I play right now. So for
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years, I was the lucky and
I still am the lucky recipient of the
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knowledge of others, and I would
ask others to show me things they were
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doing or if they would teach me. And now when somebody asked me that
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same thing, I feel like I
have a true obligation to them to pay
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it forward, to give back because
I was given so much and I might
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not be able to do it right
in the minute it's asked, but I
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will take all those inquiries seriously.
If a young college didn't reaches out to
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me and they're like, I'm considering
a career in PR, can we talk,
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the answer is always going to be
yes. If somebody's early in their
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career and they're like, I want
to be a vice president someday, I'm
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going to figure out how to get
them there right I'm going to help them
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have the tools and the skills,
and I'm going to invest in them because
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others did that for me. So
it's the right thing to do. And
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it's also the most gratifying part of
what I do because the company doesn't run
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well, even my company right now, without future leaders. Right, I'm
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not going to be here forever.
As much as I'd like to be,
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I don't think that's reality. So
I need to help these other leaders develop
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and grow into their full potential.
And that's what makes the company strong.
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It's not Filimina, inc. Right, it's all of these individuals with their
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own talents and skill sets that are
continue to learn and grow and develop and
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pay it forward to others themselves,
and that's how we create a pipeline of
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great people. Yeah, what was
the choice? Why? Why did you
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make the choice that is to have
a obviously you have a women owned business,
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but then have a women only staff. It was not a conscious choice.
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I won't say I set out to
set to create a company of only
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women. It just so happened lots
of great women applied and maybe saw something
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in me that they wanted or vice
versa. So it was by accident.
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We do not discriminate against men.
I'm happy to have male members the team.
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If anyone's listening and they're like,
you know what I fit in with
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this team, like put me in
be all for that? What is what
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do you find as a strength by
having an all women team like gender based
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strength? Sure? Yeah, I
mean you know the reason why I asked
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that question one I thought it was
a conscious decision, So I apologize for
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the assumption. But the reason why
I do ask the question is because I've
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had many women entrepreneurs come on the
show and strong women presence, and they
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just talk about that that the discrimination
that happens that we're all very aware of.
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While I hope that we're all very
aware of being the only woman in
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the boardroom, being the only woman
in the tech industry, sometimes being the
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only woman in the room, forget
about the boardroom, but in the room.
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And so I just wonder what and
I understand and because of those conversations,
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we talk about the strength and that
women have, but also what the
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strength that diversity has and plays into
our industries and into what we do.
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And so I just wonder how you
see it as a strength for your business?
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Right? Now. Yeah. So
one thing that is nice is that
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there is a feeling of camaraderie and
friendship within the people at the agency,
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and I think that shows in the
way we work with our clients. I
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think the clients feel that chemistry.
And I think the way my company is
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set up, which is with a
model of flexibility, always has been by
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the way, since before it was
trendy and cool. There's always an element
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of work like that, whole work
life balance and flexibility. It's something I've
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always believed in. I believe it's
you can do great work from anywhere.
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I've always believed that you can do
great work while having a family or passions
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and interests outside of your job.
That doesn't make you a weaker employee.
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It makes you a stronger one.
And I think that message happens to be
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one that appeals to women. Yeah, I think it should appealed everyone.
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It should appeal to dads, it
should appeal to men. I think it
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does appeal to men for sure.
I think we just have a larger role
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right now in that space. And
so it's it's kind of like going through
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this change that we're experiencing where we're
having more women in the workplace, more
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women rise in the ranks in the
c suites and becoming entrepreneurs. Same thing
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with diversity and all cultures and ethnicities
and sexualities and everything, and that's kind
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of shifting now. So you know, I always, you know, bring
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it up because you know, just
trying to empower anybody that's listening, that's
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on the other end, that's wondering, hey, I'm all alone, that
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you're not right. Oh no,
no, And um, that's the one
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message I hope that if somebody is
watching what I've accomplished, that they get
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is that anything is possible. You
don't have to start off with the right
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degree, you don't have to start
off with m kind of having an inn
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or an opening, Like you can
kind of promote yourself and make your own
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reality that whole you can do anything
you set your mind to you. But
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like almost on another level, like
you can choose where you want to be.
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You're not stuck, and you'll deal
with some adversity. And I think,
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you know, I have two daughters, and so I think about that.
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That's why I asked you to expand
on that question of like you can
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be whatever you want to be,
because we do have those conversations with them,
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But what does it really mean?
And how do you really go about
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getting what you really want? And
I so maybe it has a little dot
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dot dot after it that says if
you put in the hard work even when
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nobody's watching. Yeah, maybe that's
how I would categorize it. That's one
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hundred percent. And that's where I
was going to go next with was when
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you were saying about when nobody was
watching. And for me, people know
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me now thankfully they don't know me
then. The people who knew me in
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my past I still know today.
But most of the people who know me
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now go, oh, Michael,
you're such a positive thinker, you're such
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an optimist, and here you are
doing all these things and I'm going,
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yeah, but do you know how
much work went behind the scenes to get
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to where I am today? Because
I wasn't always like this? You know,
352
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I was a mess, forget about
it. I was, you know,
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just we won't go too far into
detail, but I was a mess.
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Now. I get you. If
if you were to sit down nineteen
355
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or twenty year old Filomena and interview
her, you would have been talking to
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a very very different person. Yeah, tell me about her okay, So
357
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she went to Duchess Community College,
not a fancy school. She had an
358
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associate's degree in early Childhood education.
Does not have a degree in PR anything
359
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communications related, and so I set
out to do teaching. At first,
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I thought I was gonna be a
school teacher. And I remember getting to
361
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the part where you do an internship
and you're teaching as a job, like
362
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you're trying it out out in the
field. And I had straight a's.
363
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Everything was going fine. I obtained
the degree, but something in my gut
364
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said, this is not it.
This something doesn't feel right. Even though
365
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everybody thought it looked good. This
is a great choice, this is a
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sensible career option, you're good at
it, you have straight a's. Something
367
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in my heart and in my gut
didn't line up, and I thankfully I
368
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listened to it. I also went
to community college, so yeah, community
369
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to community college. I went to
Nassau Community College and then got into Marist.
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I graduated with a communications degree,
but didn't go into communications until recently.
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So I think it's really interesting.
I think all young people or even
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people who are starting a business that
maybe we're doing something else previously, need
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to know that it's okay. It
doesn't matter, it will be okay.
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If you have the passion, the
commitment, and you're willing to learn,
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you can figure out another option for
yourself. You're not stuck with the label
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that you started with, right,
right, So yeah, I did eventually
377
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figure that one out. Like it. Something didn't feel right. I tried
378
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sales for a while, I was
waitressing. I was kind of down on
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my luck, and someone actually said
to me, Oh, you should go
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back to the city. You loved
being in this city. But I knew
381
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that My thing I always cared about
was communications. But I didn't know how
382
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I was going to get foot in
the door. So what was the reason
383
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for teaching? What inspired you to
even go down that route. I've always
384
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loved young people and had an act
for dealing with them, But it was
385
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my mother. I didn't know what
I wanted to do. This is a
386
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true story. I didn't know what
I wanted to do for college, and
387
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my mom was looking at the brochure
for Duchess and she flipped through and she's
388
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like, teaching, that would be
a good career choice. You should do
389
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that. You're good with children.
And because I didn't know what I wanted
390
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to do. I said yes to
that and kept moving forward. But I
391
00:26:32.039 --> 00:26:36.960
probably, in hindsight, should have
slowed myself down and thought about what I
392
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really was passionate about and where my
strengths lie, and had a deeper conversation.
393
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So it wasn't actually even me who
chose my career. Ultimately, I
394
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went to a headhunter talked about wanting
to be in communications, not even knowing
395
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what that meant. This is in
New York City back in the nineteen ninety
396
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four and he looked at me and
he's like, well, tell me about
397
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what your interests and tell me about
what you do when you can do anything
398
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you want. And I started going
down the list. I'm a voracious reader.
399
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I love to write. I love
to engage with people and find out
400
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their stories and what's going on with
them. By the end of the conversation,
401
00:27:14.440 --> 00:27:17.519
he says, WHOA, I think
I know what you should do for
402
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a living. And I was incredulously
turned to him and I was like,
403
00:27:19.559 --> 00:27:22.400
how do you how do you know? He's like, I think you should
404
00:27:22.440 --> 00:27:26.519
be in pr Do you know what
that is? And I told him the
405
00:27:26.559 --> 00:27:27.440
truth. I said, no,
I don't, and he handed me a
406
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news article about the man who ran
the company that I eventually went up working
407
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for, Howard Rubinstein. What would
you describe is PR to others who are
408
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listening. I mean, there's a
textbook definition of developing mutually beneficial relationships between
409
00:27:45.799 --> 00:27:48.920
a company and their audience intended audience. But it is kind of about the
410
00:27:48.960 --> 00:27:55.480
relationship building. It's not just sending
out press releases or applying for awards or
411
00:27:56.160 --> 00:28:00.119
sending up a media stunt or it's
so much more. It's really about what
412
00:28:00.279 --> 00:28:03.279
is the thing that needs to be
understood about the business or organization, and
413
00:28:03.319 --> 00:28:08.640
what are the creative ways that we
can earn that trust and develop that relationship
414
00:28:08.720 --> 00:28:14.400
on their behalf. Yeah, because
I think so many people see PR as
415
00:28:14.519 --> 00:28:17.920
you just PR stunts, right,
or PR like what we see on social
416
00:28:17.920 --> 00:28:22.799
media. But I know that in
your agency it goes deeper than that,
417
00:28:22.400 --> 00:28:26.079
and I'm interested if you could expand
on a little bit. Yeah, it's
418
00:28:26.119 --> 00:28:30.200
so much deeper. So PR gets
often confused with advertising and marketing. Yeah,
419
00:28:30.240 --> 00:28:33.759
that's where I'm going with that.
Constantly confused, and most people don't
420
00:28:33.799 --> 00:28:38.000
understand the difference. They'll call me
up and what they really need is advertising,
421
00:28:38.680 --> 00:28:42.000
or they'll call up an advertising agency, and what they're really looking for
422
00:28:42.160 --> 00:28:45.640
is PR. So one of the
things I try to do is sort of
423
00:28:45.240 --> 00:28:48.920
explain how those things work. And
they work very well alongside one another,
424
00:28:48.920 --> 00:28:55.720
but they are different. PR is
generally the earned side of a relationship,
425
00:28:56.160 --> 00:29:00.160
the publicity that you pray for but
don't pay for. We jokingly say,
426
00:29:00.839 --> 00:29:03.759
but the best and easiest way to
describe it to you is a little story
427
00:29:03.880 --> 00:29:07.559
that is common in my industry and
involves two people going out in a date.
428
00:29:07.880 --> 00:29:11.880
So say we're sitting down at dinner
and you turn to me, Michael,
429
00:29:11.880 --> 00:29:17.400
and you tell me how handsome,
funny, charming, and eloquent you
430
00:29:17.440 --> 00:29:22.160
are. That's something called advertising.
You're telling me what's great about you through
431
00:29:22.200 --> 00:29:26.839
your own eyes. Right, you
could also, at said dinner, turn
432
00:29:26.920 --> 00:29:32.920
to me and tell me how charming
and easy to get along with I am,
433
00:29:33.279 --> 00:29:36.559
and how it's no wonder we're hanging
out together because we have so much
434
00:29:36.640 --> 00:29:40.799
in common. That's a little something
called marketing. Okay, you're talking to
435
00:29:40.839 --> 00:29:45.039
the other person, kind of feeding
into their deep desires needs, kind of
436
00:29:45.039 --> 00:29:48.720
affirming that decision with them. But
if I was to get up from the
437
00:29:48.759 --> 00:29:52.759
table we're sitting at to go powder
my nose at the restroom and another woman
438
00:29:52.759 --> 00:29:56.240
stops me and says, you're talking
to Michael Esposito from Denten And it's like,
439
00:29:56.359 --> 00:30:00.319
yeah, yeah, we're having dinner
together. And she says, oh
440
00:30:00.359 --> 00:30:03.400
my gosh, I go way back
with him. We do volunteer work together.
441
00:30:03.920 --> 00:30:07.759
He's a great community member, like
fabulous father, all around good guy.
442
00:30:08.599 --> 00:30:12.039
And isn't he handsome too? And
then I go back to the table
443
00:30:12.519 --> 00:30:17.640
feeling like, Wow, I'm hanging
out with a winner here. That is
444
00:30:17.680 --> 00:30:21.839
what PR does. It's that third
party credibility. It's the talking about you
445
00:30:21.880 --> 00:30:26.000
that happens when you're not at the
table with someone, and it's very influential.
446
00:30:26.119 --> 00:30:27.720
I love it. Let's go back
to it. No, I like
447
00:30:27.759 --> 00:30:32.880
this conversation. That turned out great. Yeah, and so you do that
448
00:30:32.960 --> 00:30:36.599
in many ways. One of them
that I read about was speaking engagement,
449
00:30:36.640 --> 00:30:38.920
So I'm interested in that as well. Obviously, yes, so no one
450
00:30:38.920 --> 00:30:42.440
of our clients gets the same exact
program as the other one. There are
451
00:30:42.480 --> 00:30:48.599
many different tactics that one can use
in PR, but speaking engagements is one
452
00:30:48.599 --> 00:30:52.680
of them for building credibility and authority
and getting a message out. So there
453
00:30:52.720 --> 00:30:56.359
might be somebody who wants to position
themselves as a thought leader in a particular
454
00:30:56.440 --> 00:31:03.599
industry, whether it's green energy or
affordable housing, and one of the things
455
00:31:03.640 --> 00:31:07.279
we might do is seek out different
places where they can talk about that message
456
00:31:07.319 --> 00:31:11.119
to people who need to receive it, who can ultimately be their clients and
457
00:31:11.160 --> 00:31:15.359
customers, or that would build their
reputation as someone in the know on that
458
00:31:15.480 --> 00:31:19.440
topic. So part of why I'm
so interested in that is obviously, you
459
00:31:19.480 --> 00:31:22.599
know, I'm a public speaker,
and I teach public speaking and toastmasters,
460
00:31:22.640 --> 00:31:26.240
and you know that's how we kind
of also got to know each other through
461
00:31:26.240 --> 00:31:30.359
your husband. Shout out to Mike. But I bring that up too because
462
00:31:30.480 --> 00:31:36.119
and maybe it was my confusion on
PR as well, because I always promote
463
00:31:36.519 --> 00:31:40.759
learning public speaking as something that is
so important in order for you to market
464
00:31:40.759 --> 00:31:42.680
your business in order to sell more, especially when I'm dealing with salespeople,
465
00:31:44.000 --> 00:31:48.839
in order to get your message out
and become a thought leader, and sometimes
466
00:31:48.839 --> 00:31:55.359
it's met with the I guess the
rejection of well, that's how's that selling
467
00:31:55.359 --> 00:32:00.359
a product? And I really believe
in it in that it's it's selling because
468
00:32:00.359 --> 00:32:04.880
you're getting letting people know who you
are, You're you're positioning yourself, like
469
00:32:04.880 --> 00:32:07.319
I said, as a thought leader, and so people are trusting in you.
470
00:32:07.880 --> 00:32:10.960
But I guess well, great selling
doesn't begin with selling. Great selling
471
00:32:12.039 --> 00:32:16.440
begins with educating people, sharing information
with them that they can use, and
472
00:32:16.519 --> 00:32:20.799
letting them know that you're someone they
can go to and trust for more of
473
00:32:20.839 --> 00:32:23.359
the same, right, And that's
where great selling begins. So that's why
474
00:32:23.920 --> 00:32:28.799
speaking engagements and I'm glad you're out
there preaching that message are so valuable.
475
00:32:29.200 --> 00:32:32.119
Now not everybody chooses to use that
avenue, or maybe they use it in
476
00:32:32.200 --> 00:32:37.319
combination with writing about what they know, or talking on a podcast or radio
477
00:32:37.359 --> 00:32:43.920
show about what they know, or
you know, issuing a tip spaced article
478
00:32:43.920 --> 00:32:46.480
with five things you should know for
tax season or whatever the case may be.
479
00:32:46.599 --> 00:32:50.680
There's so many different ways that you
can share a message, and the
480
00:32:50.720 --> 00:32:54.599
best ways or when you share that
message in multiple ways at multiple times so
481
00:32:54.640 --> 00:33:00.160
that people can better absorb and understand
it. It's repetition. So that's PRN
482
00:33:00.440 --> 00:33:04.319
that I'm actually talking about, and
that's probably why that's probably why there was
483
00:33:04.319 --> 00:33:07.079
a disconnect between me and some of
my managers then, because they're like,
484
00:33:07.400 --> 00:33:12.440
you're doing pr but we want you
to do more sales, so that sales,
485
00:33:12.720 --> 00:33:15.319
Yes, that makes a lot more
mars. Like that top of the
486
00:33:15.319 --> 00:33:19.680
funnel awareness that helps you close the
deal faster, hopefully because people are like,
487
00:33:19.720 --> 00:33:22.039
I know you, I trust you, I like you, right,
488
00:33:22.160 --> 00:33:25.440
do business. Yes, you're going
to close a deal faster. Or I
489
00:33:25.440 --> 00:33:30.680
put your name into Google and while
all these amazing things come up, and
490
00:33:30.680 --> 00:33:35.200
I encourage everybody who's listening, like, check out what your reputation footprint is.
491
00:33:35.720 --> 00:33:37.200
What do you see when you put
in your company name? What do
492
00:33:37.200 --> 00:33:39.759
you see when you put in your
own name? Do you like it?
493
00:33:40.319 --> 00:33:44.759
Does it tell the whole story?
Or their gaps in your story areas of
494
00:33:44.799 --> 00:33:47.480
misunderstanding, Like you help me identify
one of mine today inadvertently, which is
495
00:33:47.920 --> 00:33:52.640
that I've intentionally built an all female
team. Like I'm proud of my all
496
00:33:52.680 --> 00:33:55.599
female team, but it's actually not
the core thing to my messaging. So
497
00:33:55.640 --> 00:34:00.000
maybe that's something I need to find
too. Yeah, I mean, yeah,
498
00:34:00.079 --> 00:34:06.920
it's And it happens because you know, when I first learned about diversity
499
00:34:06.920 --> 00:34:08.400
in the workplace, and in terms
of what we're speaking to, of of
500
00:34:08.440 --> 00:34:13.079
course, we I think we can
understand what I'm saying within the context of
501
00:34:13.119 --> 00:34:16.800
this conversation. There's a podcast I
was listening to on a company called Gimlet,
502
00:34:17.079 --> 00:34:22.360
which is now a big podcasting company, and the founder what he did
503
00:34:22.480 --> 00:34:28.360
was he actually just recorded himself from
the very beginning stages, like raw footage,
504
00:34:28.360 --> 00:34:31.360
like raw excuse me, audio of
like literally getting dressed and going out
505
00:34:31.360 --> 00:34:35.880
to a meeting, literally getting dressed. Like that's like the first episode is
506
00:34:35.920 --> 00:34:39.880
actually it's edited, but it's of
him asking his wife about what shoes he
507
00:34:39.880 --> 00:34:44.760
should wear to this meeting with this
investor, like literally, and he goes
508
00:34:44.800 --> 00:34:47.400
through the whole process, and he
goes through the process of finally, now
509
00:34:47.480 --> 00:34:52.639
it's like episodes series season two or
three where he actually has a firm and
510
00:34:52.800 --> 00:34:57.760
one of the issues that arise is
lack of diversity in the workplace. And
511
00:34:57.800 --> 00:35:04.239
he's introspectively thinking how could this have
happened when you know, I encourage diversity
512
00:35:04.280 --> 00:35:07.920
and I embrace diversity and I want
diversity. And what he realized when seeking
513
00:35:07.960 --> 00:35:14.920
out more diverse employees and seeking out
and he tasked somebody with this, was
514
00:35:14.960 --> 00:35:19.239
that we hire from our circles.
Yeah, we have circles, and you
515
00:35:19.280 --> 00:35:22.599
know my LinkedIn and your LinkedIn.
We hire from the people that we know
516
00:35:22.880 --> 00:35:29.119
first to be like, we're not
just sending out this broad um net initially,
517
00:35:29.400 --> 00:35:34.440
and people need to see themselves in
the narrative so that they can imagine
518
00:35:34.440 --> 00:35:37.920
themselves there. I think that's very
powerful also when it comes to diversity,
519
00:35:37.239 --> 00:35:42.199
Yeah, is kind of seeing yourself
represented. So you know, is it
520
00:35:42.280 --> 00:35:45.280
is it that nobody's mail on our
team yet and therefore not a lot of
521
00:35:45.280 --> 00:35:49.480
men apply when I post a job
or that's exactly what you're speaking to because
522
00:35:49.519 --> 00:35:52.519
that's exactly what was happening, was
he want you want to get to my
523
00:35:52.519 --> 00:35:55.199
team photos, Ye, jump in, But that's exactly what was happening,
524
00:35:55.280 --> 00:36:00.960
was that he said that that there. That's what they uncovered was that because
525
00:36:00.000 --> 00:36:04.920
of that lack of diversity, people
were not applying. Yeah, so they
526
00:36:04.960 --> 00:36:07.760
had to actually encourage them to apply
so that when they finally did apply,
527
00:36:07.880 --> 00:36:12.639
then more people applied that looked and
were like them, because it's not just
528
00:36:12.679 --> 00:36:15.199
a look, it's also sexuality and
all the other things. Yeah, although
529
00:36:15.239 --> 00:36:17.079
we did have a few male applicants
on the last round, but the most
530
00:36:17.119 --> 00:36:21.519
qualified person went out and that person
did happen to be female. Yeah,
531
00:36:21.559 --> 00:36:22.760
And there's and we totally get that
that you got to go with the most
532
00:36:22.880 --> 00:36:27.519
most qualified. But um, I
think that that's what happens, you know,
533
00:36:27.599 --> 00:36:30.760
it's it's what you what you And
that's what I learned from that episode
534
00:36:30.079 --> 00:36:36.039
was it's really about it's about our
circles and it's about who they see.
535
00:36:36.079 --> 00:36:38.360
Like you just said, that's what
they see and so ye subtle things like
536
00:36:38.440 --> 00:36:43.519
images and words that do really add
up to the narrative that you believe.
537
00:36:44.519 --> 00:36:47.400
Yeah, I ended up hiring all
female team too, by accident, that's
538
00:36:47.440 --> 00:36:52.719
funny. And I had merit cecil
Katie, Sheila, Uh, you know
539
00:36:52.800 --> 00:36:54.920
all of these I mean all contractors
that you know, went from building my
540
00:36:54.960 --> 00:37:00.400
website to coaching me to doing my
marketing, Um, all these different roles.
541
00:37:00.559 --> 00:37:06.079
Robin did my content, you know. And I looked back and I
542
00:37:06.079 --> 00:37:07.960
remember, I think it was the
Seal who said that to me one day
543
00:37:07.960 --> 00:37:08.719
in a meeting. She goes,
yeah, and you have all these powerful
544
00:37:08.719 --> 00:37:10.800
women around you, and I was
just like, oh, my goodness,
545
00:37:10.840 --> 00:37:15.079
that's all I have around me.
That's hilarious. Well, women, women
546
00:37:15.559 --> 00:37:19.480
do tend to get it done,
Michael. And it happened by accident.
547
00:37:19.559 --> 00:37:22.760
It was just through the relationships that
I formed over the years. Yeah,
548
00:37:22.760 --> 00:37:24.760
mine was a happy accident. But
I love the team I have and I
549
00:37:24.800 --> 00:37:29.519
wouldn't trade it. But it's sort
of a happy accident, and it's inadvertently
550
00:37:29.559 --> 00:37:34.119
become kind of part of the brand
image at this point, and so I
551
00:37:34.159 --> 00:37:36.960
embrace it. It wasn't something I
intentionally set out to do, but I'm
552
00:37:36.960 --> 00:37:38.559
like, here we are, yeah, and yeah they're they're pretty badass.
553
00:37:39.639 --> 00:37:44.599
I want to go back to the
things that we don't see, because that
554
00:37:44.679 --> 00:37:49.679
I think is is huge for our
entrepreneurs and business leaders who are listening,
555
00:37:50.079 --> 00:37:52.840
is that we see the hard work, right, we see the dedication,
556
00:37:52.920 --> 00:37:55.039
We see the passion in the business
owner or in the salesperson or the C
557
00:37:55.159 --> 00:37:59.639
suite executive. We see that,
but speak a little bit more about when
558
00:37:59.840 --> 00:38:05.119
you were twenty years ago at Rubinstein
Association twenty four actually twenty four now.
559
00:38:05.159 --> 00:38:07.079
I was a twenty one year old
when I started there, right, and
560
00:38:07.159 --> 00:38:10.519
so climbing that ladder could not have
been easy, and especially when we're talking
561
00:38:10.519 --> 00:38:15.960
about diversity, Well, it definitely
wasn't because I was a clear underdog and
562
00:38:15.599 --> 00:38:20.079
the job I did get this is
like part of the story. The job
563
00:38:20.119 --> 00:38:24.840
I got was the job of administrative
assistant, so the most entry level position
564
00:38:24.880 --> 00:38:29.960
in the company. And when I
was interviewed by the person in human resources,
565
00:38:30.039 --> 00:38:34.880
she told me in the interview,
this job is administrative assistant. It's
566
00:38:34.880 --> 00:38:38.519
not a promotable position. Your job
is two three fs. One of them
567
00:38:38.519 --> 00:38:42.800
doesn't have an F in it file
phone facts. Do you get that?
568
00:38:42.880 --> 00:38:45.400
Are you good with that? And
you're it's not promotable. And I shook
569
00:38:45.440 --> 00:38:50.679
my head and I accepted the position, and then I, in my own
570
00:38:50.760 --> 00:38:55.119
mind, promoted myself, which I
know sounds insane. I wasn't actually looking
571
00:38:55.159 --> 00:38:59.760
for the promotion or the recognition,
but I decided that I would do that
572
00:39:00.079 --> 00:39:04.320
job, do it very well.
But I was going to teach myself PR
573
00:39:04.679 --> 00:39:07.239
because I was interested in PR.
So I came in early, I stayed
574
00:39:07.320 --> 00:39:10.840
late, I read books, I
studied, I sought out mentors, and
575
00:39:10.920 --> 00:39:15.039
I literally taught myself the job on
the job, and ten months later I
576
00:39:15.079 --> 00:39:22.320
was promoted. To everybody's like extreme
wonder And really what the magic was behind
577
00:39:22.320 --> 00:39:27.719
that was that people in the office
saw me becoming the person I wanted to
578
00:39:27.760 --> 00:39:30.960
be. Whether someone was going to
recognize it or reward it or not,
579
00:39:30.039 --> 00:39:32.599
I was going to do the work
because I wanted to be that person.
580
00:39:34.880 --> 00:39:38.000
Where does that come from? That
inner desire to do something like that?
581
00:39:38.119 --> 00:39:43.880
Because what you're speaking to I've read
in books right where it's like, you
582
00:39:43.880 --> 00:39:46.360
know, be the person today that
you want to become tomorrow. Right.
583
00:39:46.639 --> 00:39:50.239
We read that in books, we
see those quotes. But as a twenty
584
00:39:50.280 --> 00:39:52.800
one year old, where did you
learn to think that way too? Well?
585
00:39:52.800 --> 00:39:55.360
I was living on my own,
We'll start with that. So it
586
00:39:55.440 --> 00:40:00.119
was very much a make it or
break it situation. And I had had
587
00:40:00.199 --> 00:40:04.800
a genuine interest, like a desire
to learn. And I didn't care if
588
00:40:04.800 --> 00:40:07.320
I never got a promotion. I
was going to learn while I was there.
589
00:40:07.840 --> 00:40:10.000
So if I needed to come in
from Poughkeepsie and commute to New York
590
00:40:10.039 --> 00:40:13.519
City and arrive at seven thirty in
the morning and be the first one in
591
00:40:13.559 --> 00:40:15.920
the office every day, I didn't
care if anyone said good job, Philamina.
592
00:40:16.039 --> 00:40:20.000
Like I was there for me.
It was like a fire in my
593
00:40:20.039 --> 00:40:22.639
belly that I really did want to
learn. I still take that with me
594
00:40:22.719 --> 00:40:28.039
today. So what most people don't
know about me is that same quality is
595
00:40:28.079 --> 00:40:30.119
exactly who I am. I show
up and I want to learn, I
596
00:40:30.119 --> 00:40:34.840
want to grow and I don't care
if anybody claps their hands or hands me
597
00:40:35.119 --> 00:40:37.599
own award. I'm going to read
books about business. I'm going to talk
598
00:40:37.599 --> 00:40:40.199
to people who are smarter than me. I'm going to make friends with people
599
00:40:40.199 --> 00:40:44.599
who are different than me and ask
them questions. I'm gonna I'm going to
600
00:40:44.679 --> 00:40:47.039
seek out to become who I need
to be an next to show up as
601
00:40:47.079 --> 00:40:53.400
the best me. I think that
that's something that's sometimes overlooked. You know,
602
00:40:53.519 --> 00:40:55.920
people will ask you. I'm sure
I will ask me, well,
603
00:40:55.920 --> 00:40:59.280
why are you doing that? And
you know you're not going to get like
604
00:40:59.320 --> 00:41:01.159
you said, the wrecking ission or
paid for it or whatever it is.
605
00:41:01.239 --> 00:41:05.639
I mean, I'm generalizing. We
live in a world where like everybody is
606
00:41:05.639 --> 00:41:08.199
seeking immediate gratification, and that's not
always the case, especially in business.
607
00:41:08.239 --> 00:41:12.440
As you know, Yeah, you
don't wake up automatically with a huge company
608
00:41:12.519 --> 00:41:15.119
and you have to it's it's what
And when I talk about a lot,
609
00:41:15.159 --> 00:41:17.760
and it has to do with family
too, like why are you doing this?
610
00:41:17.840 --> 00:41:21.079
Why are you going out of your
way? You know? And I
611
00:41:21.159 --> 00:41:23.480
go and I my response is always
I'm doing it for me. I'm doing
612
00:41:23.480 --> 00:41:27.360
it because it's what I want to
do. It's it's what I want and
613
00:41:27.400 --> 00:41:30.480
the outcome of it is what I
want to see. I want to see
614
00:41:30.519 --> 00:41:32.800
that outcome, and so therefore that's
why I'm seeing it through. It doesn't
615
00:41:32.840 --> 00:41:37.719
matter whether the policy assigned or the
family member you know is happy or not,
616
00:41:37.840 --> 00:41:40.079
or whatever. It is, the
point is that I'm doing it because
617
00:41:40.119 --> 00:41:43.760
that's what I feel is right.
And I think when we talk to about
618
00:41:43.840 --> 00:41:47.599
values right because it aligns with our
values. I'm taking on businesses as clients
619
00:41:47.639 --> 00:41:52.119
and nonprofits and stuff that I really
believe in them. I want to see
620
00:41:52.159 --> 00:41:55.480
them succeeds. So I wake up
every morning excited to help my team and
621
00:41:55.639 --> 00:42:01.039
me do the best for them.
And when I watch them succeed or you
622
00:42:01.079 --> 00:42:06.159
know, get a grant that they
might not have, or win an award
623
00:42:06.360 --> 00:42:12.280
recognizing their business accomplishments, like I'm
their biggest fan. You know. Going
624
00:42:12.320 --> 00:42:15.400
back to that whole conversation we're having
before about picking your clients, you know
625
00:42:15.480 --> 00:42:20.519
that plays another role right in picking
the right client to work with, because
626
00:42:21.159 --> 00:42:22.519
it's if it's not someone who's aligned
with your values, as you said,
627
00:42:22.519 --> 00:42:25.599
like that six figure clients not aligned
with your values, then you don't have
628
00:42:25.639 --> 00:42:29.559
the passion to work with them,
and it makes it hard to wake up
629
00:42:29.559 --> 00:42:30.679
and want to go and fight for
them. Right and if, if,
630
00:42:30.719 --> 00:42:34.280
and when we sense that, I
do part ways with them, because that's
631
00:42:34.280 --> 00:42:37.519
the right thing to do. You
should never be in a relationship or your
632
00:42:37.519 --> 00:42:39.639
heart's not in it, or where
you feel like you're not going to be
633
00:42:39.679 --> 00:42:44.280
your best self for that person.
So if I sense that happening for one
634
00:42:44.320 --> 00:42:46.760
reason or another, or I sense
that what I thought I was getting into
635
00:42:46.960 --> 00:42:52.639
isn't quite the reality of things,
I'll have a hard conversation. I'll be
636
00:42:52.760 --> 00:42:57.480
radically candid ye out it, which
is again very important because that's how you're
637
00:42:57.480 --> 00:43:00.559
able to then help them the best
that you possibly can, because you're not
638
00:43:00.599 --> 00:43:04.880
looking for the recognition. You're looking
to make sure that you're doing the best
639
00:43:04.960 --> 00:43:07.639
job that you possibly can. I
think there's so much to take take from
640
00:43:07.679 --> 00:43:10.880
that one. I just want everybody
to know that to go from Pickepsie New
641
00:43:10.960 --> 00:43:15.840
York City takes two hours by train. Eay, you know, and we're
642
00:43:15.840 --> 00:43:17.199
not yeah, we're not talking.
You still got to get to the train
643
00:43:17.199 --> 00:43:22.800
station both ways, twenty minute walk
and delays and all the other things that
644
00:43:22.840 --> 00:43:28.559
I'm sure happened. So obviously allowed
of tenacity in that end the weather because
645
00:43:28.559 --> 00:43:30.519
it's also even on a snowy day. Just because you're on a train doesn't
646
00:43:30.519 --> 00:43:34.599
make it any easier. And I
did not take the subway. I always
647
00:43:34.679 --> 00:43:37.159
walked the twenty minutes in each direction. And I was like very proud about
648
00:43:37.199 --> 00:43:40.840
like no rain, no wind.
I was like a postal worker for PR.
649
00:43:42.039 --> 00:43:45.599
I was like, I'm doing it
the PR postal worker. I remember
650
00:43:45.639 --> 00:43:50.800
I grew up in Queens and I
remember waiting at the bus stop and I
651
00:43:50.840 --> 00:43:55.079
would see the worst car drive by
with like the bumper falling off hub caps,
652
00:43:55.199 --> 00:43:59.679
rolling down the street, it putting
along and going. I just can't
653
00:43:59.719 --> 00:44:02.239
wait to have my own car because
I hate public transportation. I hate it.
654
00:44:02.400 --> 00:44:07.119
Taking the subway and taking the buses
was so exhausting because they're late and
655
00:44:07.199 --> 00:44:09.960
you're out in the ray. But
you're right when you would just start walking,
656
00:44:10.239 --> 00:44:13.639
it's like, you know what,
screw this, I'm walking. Yeah,
657
00:44:13.840 --> 00:44:15.800
it was. It was great.
It actually it got my brain going,
658
00:44:15.920 --> 00:44:19.639
like I believe movement helps our brains. I'm a big walker. I
659
00:44:19.760 --> 00:44:22.639
used to be a big runner.
I believe that actually helps, especially an
660
00:44:22.719 --> 00:44:28.280
entrepreneurship, like with clearing your head, like keeping in movement, getting fresh
661
00:44:28.320 --> 00:44:31.960
air. It helps you be more
creative, solve problems, and moving for
662
00:44:32.000 --> 00:44:37.360
me as like meditation. Yeah,
like a moving meditation. Do jobs is
663
00:44:37.360 --> 00:44:39.800
famous for that for taking long walks. I don't do sitting meditation. I
664
00:44:39.920 --> 00:44:44.159
do moving meditation. Do you tell
us a little bit more about that you're
665
00:44:44.159 --> 00:44:47.440
a moving meditation. I've always been
a fan of being outside for long periods
666
00:44:47.440 --> 00:44:51.679
of time, whether it's walking or
running. And I feel like some of
667
00:44:51.719 --> 00:44:55.119
my best inspiration hits me or if
there's something I'm tossing around in my mind
668
00:44:55.199 --> 00:44:59.960
over and over again, I'll do
it on a walk. I also feel
669
00:45:00.079 --> 00:45:02.440
like, even for meeting team members, I sometimes do something called a walkie
670
00:45:02.440 --> 00:45:07.719
talkie where we go on a walk
and we talk about something, and it's
671
00:45:07.719 --> 00:45:12.000
the great equalizer. When you're side
by side with someone instead of across a
672
00:45:12.039 --> 00:45:15.800
boardroom table and you're talking, you
can let your guard down, Like I
673
00:45:15.880 --> 00:45:19.880
have two children, like you,
I have two daughters, and I feel
674
00:45:19.920 --> 00:45:23.360
like sometimes when you're in a car
and you're in motion and they don't have
675
00:45:23.360 --> 00:45:25.920
to look you in the eye and
they can just talk and let it all
676
00:45:25.920 --> 00:45:30.559
out, you can have some of
the most meaningful conversations and talk about really
677
00:45:30.599 --> 00:45:35.280
tough things. And when you work
with humans, as we do in business,
678
00:45:36.400 --> 00:45:38.440
they're people, they're whole people.
They're bringing their whole selves to the
679
00:45:38.519 --> 00:45:42.920
job. I'm a human. I'm
bringing my whole self to the job personally
680
00:45:42.920 --> 00:45:49.400
and professionally, and sometimes you just
need to talk. I love that.
681
00:45:49.559 --> 00:45:52.320
I just got like a great parenting
tip from you. I'm envisioning myself like
682
00:45:52.440 --> 00:45:57.039
ten years from now, or probably
less now because Denis will be eight in
683
00:45:57.400 --> 00:46:01.440
January. I'm envisioning myself driving because
I love driving, so I don't mind,
684
00:46:01.559 --> 00:46:04.519
but just being like, hey,
let's jump in the car and her
685
00:46:04.639 --> 00:46:06.639
not knowing where are we going.
I have no idea, but I just
686
00:46:06.639 --> 00:46:08.360
need to hear from you. Yeah, if you can't get them on the
687
00:46:08.400 --> 00:46:12.840
walk the long car ride, I'll
often do it like going on an adventure
688
00:46:12.880 --> 00:46:15.360
with them. Yeah. I like
that. That's pretty cool. That's a
689
00:46:15.360 --> 00:46:17.679
good parenting tip. I want to
go back to the business tip here of
690
00:46:19.119 --> 00:46:22.079
I really like what you said there, the walkie talkie and the great equalizer.
691
00:46:22.800 --> 00:46:24.800
Could you share more about that strategy, because when we're sitting across a
692
00:46:24.840 --> 00:46:30.559
boardroom table and I'm the one in
power in the scenario. It sets a
693
00:46:30.599 --> 00:46:34.480
certain dynamic. It's like you versus
me across the table. It's a more
694
00:46:34.480 --> 00:46:39.199
intimidating environment. But when we're either
having a casual coffee and sitting relaxed,
695
00:46:39.280 --> 00:46:43.760
or we're on a walk, you
know, we're just two people out on
696
00:46:43.800 --> 00:46:46.320
a walk. And that's that's to
me how business should be done. Two
697
00:46:46.400 --> 00:46:51.760
people talking. What kind of conversations
do you start? Did you start noticing
698
00:46:51.800 --> 00:46:54.920
as when you started doing that and
implementing it more well. I love letting
699
00:46:54.920 --> 00:47:00.119
people talk about their plans, their
desires for the future, things that they
700
00:47:00.159 --> 00:47:02.519
feel are in their way, and
when you stop listening, you lose your
701
00:47:02.559 --> 00:47:07.119
whole company. This is like a
strong statement to make, but I have
702
00:47:07.159 --> 00:47:10.519
a reason for it, and it's
trending in the news right now. If
703
00:47:10.559 --> 00:47:15.960
you've seen the story about Southwest and
all the flight cancelations and the debacle with
704
00:47:15.000 --> 00:47:21.360
their technology crashing and the pr backlashes, people are angry about their holiday flights
705
00:47:21.440 --> 00:47:24.639
being canceled and the system failing them. We're starting to hear from employees at
706
00:47:24.639 --> 00:47:30.079
the company, and we're hearing about
their former leader. There was a pilot
707
00:47:30.119 --> 00:47:34.360
who came out and he talked about
the old CEO who was like the visionary
708
00:47:34.400 --> 00:47:37.960
for the company, and he was
very involved in day to day operations,
709
00:47:37.119 --> 00:47:42.079
very in touch with the people,
listened when they said they needed tools or
710
00:47:42.480 --> 00:47:46.000
solutions when something wasn't going well,
he was engaged with them. What change
711
00:47:46.159 --> 00:47:50.920
is. Later he retired and someone
else came in, and that person was
712
00:47:50.960 --> 00:47:52.960
focused on the P and L,
the number side of the business. But
713
00:47:53.119 --> 00:47:57.920
what he forgot was the people.
Those people on the front lines. They
714
00:47:57.960 --> 00:48:00.440
are the heart and soul of the
company. And when you stop listening to
715
00:48:00.480 --> 00:48:04.519
them and their hopes and dreams and
what they need to do the job best
716
00:48:05.199 --> 00:48:07.400
things that are going well, and
we should be doing more of things that
717
00:48:07.440 --> 00:48:12.000
we need to kabash because it's not
working. That's when you lose touch with
718
00:48:12.039 --> 00:48:15.519
the company and things spiral out of
control and it can change the whole feeling.
719
00:48:15.599 --> 00:48:20.760
So when I chat with a team, with my team members, I
720
00:48:20.800 --> 00:48:22.559
want to hear from them what's working
and what isn't. When I have a
721
00:48:22.559 --> 00:48:27.159
big strategic decision to make, I'm
not making it without them. It involves
722
00:48:27.199 --> 00:48:30.320
all of us, whether it's during
the pandemic and are we going to keep
723
00:48:30.320 --> 00:48:32.840
our office space or are we going
to shut it. We're gonna hire.
724
00:48:32.880 --> 00:48:37.199
Should we hire in this spot or
in this spot? What's more beneficial to
725
00:48:37.239 --> 00:48:42.480
our team? They often have the
best input that guides my decision making.
726
00:48:43.519 --> 00:48:45.800
I really work for them, it's
not the other way around. I'm working
727
00:48:45.840 --> 00:48:49.480
for them. I thought that was
so powerful, what you said, when
728
00:48:49.480 --> 00:48:53.199
you lose your people, you lose
your company. Yeah, it's There's actually
729
00:48:53.239 --> 00:49:00.519
a podcast that interviewed the former CEO
of Southwest and I do remember him speaking
730
00:49:00.519 --> 00:49:05.280
a lot about relationships. I listened
to it probably about two years ago,
731
00:49:05.559 --> 00:49:08.079
so I don't remember it vividly,
but when you bring it up right now,
732
00:49:08.199 --> 00:49:10.960
I'm like remembering some of what he
had talked about, and a lot
733
00:49:12.000 --> 00:49:15.840
of it had to do a relationship, which he was masterful at engaging with
734
00:49:15.880 --> 00:49:20.639
employees and listening, which is typical
of like a visionary. I feel like,
735
00:49:20.760 --> 00:49:24.199
right, visionaries typically listen a lot
more and kind of like are more
736
00:49:24.280 --> 00:49:28.519
vocal. But sometimes we can get
blinded by our own visions in business,
737
00:49:28.760 --> 00:49:31.880
so and we can get myopic.
We can focus on one aspect and get
738
00:49:31.960 --> 00:49:36.800
very near sighted about what we're doing
and not have that far away view that
739
00:49:36.880 --> 00:49:39.920
we need. That Sometimes somebody who's
not you can have and it's it's why
740
00:49:39.960 --> 00:49:44.599
Actually, like in working with an
external PR agency, a lot of companies
741
00:49:44.840 --> 00:49:47.559
do think of ideas they would not
have otherwise, or different solutions to their
742
00:49:47.599 --> 00:49:52.679
problem because sometimes you're just too close
to it. If everyone is, you
743
00:49:52.719 --> 00:49:54.000
know, on your payroll, and
they're telling you what you want to hear,
744
00:49:54.039 --> 00:49:58.159
you're not going to get the right
answers. So creating an environment of
745
00:49:58.199 --> 00:50:01.360
safety where people can share feedback,
even our clients, about what's working and
746
00:50:01.400 --> 00:50:06.199
what isn't makes us stronger. It
sounds like that's kind of like part of
747
00:50:06.280 --> 00:50:08.280
also as you're taking on a new
client, So could you share a little
748
00:50:08.280 --> 00:50:14.599
bit more, maybe a story or
something that where you do essentially again needs
749
00:50:14.639 --> 00:50:17.440
analysis I guess of a client where
you can uncover certain things for them that
750
00:50:17.440 --> 00:50:21.400
they may not have even noticed.
Yeah, so there's a lot that goes
751
00:50:21.400 --> 00:50:25.400
into it. Before we start working
with a client, before I even talk
752
00:50:25.480 --> 00:50:30.119
to them about being a client,
I send them a document called set the
753
00:50:30.159 --> 00:50:35.159
Stage before we engage. And I
feel so strongly about this because what it
754
00:50:35.199 --> 00:50:38.119
does is it lays out expectations of
what those values are. I'm talking a
755
00:50:38.119 --> 00:50:43.800
little bit about what the expectations are
what they can expect of us, what
756
00:50:43.880 --> 00:50:49.599
we expect from them, what kind
of budget they'd be investing, but also
757
00:50:50.000 --> 00:50:53.519
more importantly, like how we're going
to communicate what it takes to have success
758
00:50:53.519 --> 00:50:57.800
in this relationship. And then they
can either say, you know, this
759
00:50:57.880 --> 00:51:00.840
sounds like me, this sounds like
a right fit, or oh, I
760
00:51:00.840 --> 00:51:02.039
don't know if this is exactly what
I'm looking for, and then I can
761
00:51:02.079 --> 00:51:06.199
point them in the right direction.
But we begin there, like, so
762
00:51:06.239 --> 00:51:08.960
there's an early conversation about what it's
going to look like and feel like to
763
00:51:09.079 --> 00:51:14.840
make sure there's a fit. And
then from there we always have an immersion
764
00:51:14.920 --> 00:51:19.159
and a kickoff where we're kind of
uncovering what are the business and strategic goals?
765
00:51:19.239 --> 00:51:22.519
Right, Like PR should not happen
for PR's sake. I can make
766
00:51:22.599 --> 00:51:25.039
that happen. I'm good at it, But what I prefer is PR that
767
00:51:25.119 --> 00:51:30.079
ties to real measurable goals. And
so I want to unearth, like,
768
00:51:30.159 --> 00:51:32.760
what is the company looking to accomplish
in the next few years, What are
769
00:51:32.800 --> 00:51:36.840
some of these successes you've had,
what are some of the setbacks why?
770
00:51:37.480 --> 00:51:40.480
I ask a lot of questions,
and what I am looking to do is
771
00:51:40.559 --> 00:51:45.840
uncover those hidden moments or trends in
the business that they may not see for
772
00:51:45.880 --> 00:51:47.960
themselves, right, and figure out
how can we how can we take that
773
00:51:49.000 --> 00:51:51.920
and move it forward? For you, right, to help accomplish this thing.
774
00:51:52.360 --> 00:51:54.800
It's probably very therapeutic for them.
It's it's funny when working with people
775
00:51:54.800 --> 00:51:59.679
like yourself or a marketing right.
It's as a business owner, you start
776
00:51:59.760 --> 00:52:01.159
learning, like you said, uncovering
things. That's why I was so interested
777
00:52:01.159 --> 00:52:04.360
in that. You start learning so
much about your business that you didn't even
778
00:52:04.440 --> 00:52:07.199
realize, Like working with this consultant
for me, you know, it's like
779
00:52:07.239 --> 00:52:09.079
there's so many things I didn't even
realize. I'm going, wow. You
780
00:52:09.119 --> 00:52:15.400
know, even the smartest people need
coaches or they need guidance and counselors around
781
00:52:15.440 --> 00:52:17.760
them. And you know, some
of those might be mentors who are unpaid
782
00:52:17.840 --> 00:52:21.719
or like a board of directors,
if you will. Some of those are
783
00:52:21.719 --> 00:52:23.519
going to be people that you know, we look we look up to as
784
00:52:23.639 --> 00:52:27.199
leaders and we learn from them,
and some of them are going to be
785
00:52:27.199 --> 00:52:31.320
paid consultants. And the second I
started bringing in those experts around me is
786
00:52:31.360 --> 00:52:37.880
when my business became bigger and better
and more efficient and more fun to run.
787
00:52:37.039 --> 00:52:40.360
Frankly right, because then they start
helping. Oh yeah, you so
788
00:52:40.480 --> 00:52:44.920
you also work with a lot of
non for profits and charitable organizations and you
789
00:52:44.960 --> 00:52:47.199
do a lot of work in that
space. I'm interested to hear one about
790
00:52:47.239 --> 00:52:51.960
that passion for working in that space, and then some of the stories of
791
00:52:52.000 --> 00:52:54.079
the companies that you have helped,
the charities that you have helped. So
792
00:52:54.119 --> 00:52:58.920
you're making me smile for those who
are listening, I'm smiling right now.
793
00:52:59.480 --> 00:53:02.800
The reason I name my company Impact
was very intentional. It's definitely not Finelle
794
00:53:02.800 --> 00:53:07.519
Communications or finell EPR. And that's
because I wanted the people we worked with
795
00:53:07.639 --> 00:53:13.159
in some capacity to make a positive
impact on the communities or the people they
796
00:53:13.199 --> 00:53:15.519
touch. That was in my heart, and when I looked at different names,
797
00:53:15.559 --> 00:53:20.760
that was the one that felt right
to me. And even before my
798
00:53:20.800 --> 00:53:23.760
business was an official business, some
of the organizations I was working with,
799
00:53:23.840 --> 00:53:28.960
I was volunteering for them and doing
their pr when I didn't have a business,
800
00:53:29.000 --> 00:53:31.559
just because I wanted to. So
it was very natural to me.
801
00:53:31.599 --> 00:53:36.920
And now obviously we have paid clients
in that space and it's a big part
802
00:53:36.920 --> 00:53:39.519
of our practice, but we are
very much drawn to it and it's the
803
00:53:39.599 --> 00:53:45.199
same strategies and tactics that you use
for a for profit organization, but transferred
804
00:53:45.239 --> 00:53:50.000
over into these nonprofits, which,
in order to be successful, need to
805
00:53:50.039 --> 00:53:53.320
be run like businesses. How does
that work today? Before we got on
806
00:53:53.360 --> 00:53:58.480
air, we were just talking about
the state of our economy and where we're
807
00:53:58.480 --> 00:54:04.480
at. And so with purse strings
being tight and corporations tightening their budgets and
808
00:54:04.719 --> 00:54:09.280
people tightening their budgets, families and
all the rest, how do non for
809
00:54:09.400 --> 00:54:17.360
profits and charities succeed or get donations
that they really need to help their communities.
810
00:54:17.519 --> 00:54:22.960
Well, I will tell you the
really smart ones are using, whether
811
00:54:22.000 --> 00:54:29.159
it's internal or external, professional communications
support in order to succeed. Because getting
812
00:54:29.159 --> 00:54:35.119
your message to the right people is
going to attract donors, attendance at fundraising
813
00:54:35.159 --> 00:54:38.119
events, it's going to attract grant
funding. It's going to shape the reputation
814
00:54:38.119 --> 00:54:44.360
of the organization so people know it's
a trustworthy organization to give to. So,
815
00:54:44.440 --> 00:54:46.840
even with times being tight, we
do feel like not for profits are
816
00:54:46.880 --> 00:54:52.440
increasingly leaning on us. It's more
imperative than ever to differentiate yourself from one
817
00:54:52.480 --> 00:54:54.840
to another and to make sure you
stand out. Like think about if you
818
00:54:54.920 --> 00:55:00.480
work in the intellectual and developmental disability
space. How many not for profits are
819
00:55:00.480 --> 00:55:01.840
there right here in the Hudson Valley
that do that kind of work? Or
820
00:55:02.639 --> 00:55:07.519
mental health? How many mental health
not for profits are there? And some
821
00:55:07.559 --> 00:55:12.440
of the most successful ones are investing
in public relations as a way to let
822
00:55:12.440 --> 00:55:15.960
people know what their mission is,
why, how it's affecting the people they
823
00:55:15.000 --> 00:55:20.679
support, and how to get involved. Would what would your advice be to
824
00:55:20.719 --> 00:55:22.840
the companies or to excuse me,
to the non for profits that don't have
825
00:55:22.880 --> 00:55:30.280
a budget for PR. Become self
taught as much as you can read articles
826
00:55:30.480 --> 00:55:34.840
on it, read books on it, listen to podcasts, watch what others
827
00:55:34.840 --> 00:55:37.920
are doing and emulate it. You
can learn a lot by watching others in
828
00:55:37.960 --> 00:55:42.320
your same space. So research what
your competitors are. Even not for profits
829
00:55:42.320 --> 00:55:45.840
have competitors. Get out there and
do some of things like talking about your
830
00:55:45.840 --> 00:55:49.599
mission. Learn to become a good
speaker so that you can move a crowd
831
00:55:49.599 --> 00:55:52.599
to emotion. Yeah, like kind
of whatever your strength is, lean into
832
00:55:52.679 --> 00:55:57.400
that. If you're great at social
media, lean into your social media.
833
00:55:57.519 --> 00:56:00.239
Yeah. And I think that that
goes to businesses too, right, there's
834
00:56:00.239 --> 00:56:02.400
so many businesses saying that are in
the same boat that don't have a budget
835
00:56:02.400 --> 00:56:08.880
for PR. I love your story
of the date and understanding marketing and advertising
836
00:56:08.880 --> 00:56:13.480
and PR. And I think,
you know, it's kind of like asking
837
00:56:13.480 --> 00:56:15.840
for a referral, you know when
to me, that's how I was relating
838
00:56:15.840 --> 00:56:20.960
the story is I think non for
profits could do the same is also asked
839
00:56:21.039 --> 00:56:23.239
for Hey, okay, you donated. Who are your friends and family that
840
00:56:23.320 --> 00:56:27.760
you can tell this to this story
about, Well, those people can ultimately
841
00:56:27.840 --> 00:56:31.000
become brand ambassadors. And you know, if you have a board of directors,
842
00:56:31.039 --> 00:56:35.719
make sure you're engaging that board.
So if you don't have the even
843
00:56:35.760 --> 00:56:38.400
if you do have the resources,
always lean on the resources of your board.
844
00:56:38.440 --> 00:56:43.760
Your volunteers like those are your brand
champions. They can be out there
845
00:56:43.800 --> 00:56:49.639
preaching the gospel for you. Yeah, as as I conclude, you have
846
00:56:49.679 --> 00:56:52.920
a quote that you stick by.
You have a mantra and a quote.
847
00:56:53.920 --> 00:57:00.719
The mantra is persistence pays two simple
words, but sticking to it and putting
848
00:57:00.760 --> 00:57:04.639
in the work, even if it
takes a while, always gets you to
849
00:57:04.760 --> 00:57:08.159
where you need to go. So
that's kind of probably in the subconscious of
850
00:57:08.199 --> 00:57:15.239
Philomena is all of that. And
then your quote is if you don't tell
851
00:57:15.280 --> 00:57:20.119
your story, someone else will.
Yeah. I share that one quite a
852
00:57:20.159 --> 00:57:24.519
bit because it's true. Think about
all the misconceptions that people have, and
853
00:57:24.599 --> 00:57:29.239
it's because you're not out there filling
the gaps for them. Even today I
854
00:57:29.280 --> 00:57:32.119
cleared up one for your listeners.
The more that you're out there sharing your
855
00:57:32.199 --> 00:57:37.960
story, the more you're going to
own your own story, fill in gaps,
856
00:57:37.960 --> 00:57:39.679
explain what it is you stand for
and why you do what you do,
857
00:57:39.760 --> 00:57:43.159
and what separates you from the person
next to you. And if you
858
00:57:43.199 --> 00:57:45.800
don't do that, your competitor probably
is they might be the one sharing the
859
00:57:45.840 --> 00:57:50.320
story about you. Or should you
ever hit a bump in the road with
860
00:57:50.320 --> 00:57:53.519
your reputation, if there's no footprint
to Lena, no goodwill built up,
861
00:57:53.559 --> 00:57:57.760
no brand equity, you're not going
to have much to stand on. But
862
00:57:57.840 --> 00:58:00.599
when you have that, your customers
incline as will quickly come to your defense
863
00:58:00.599 --> 00:58:04.559
and explain who you are and what
you stand for. So invest in your
864
00:58:04.599 --> 00:58:10.559
reputation. Always share your own story. Yeah, that's that's important in your
865
00:58:10.599 --> 00:58:15.119
company and branding it, but also
just in your personal relationships. Right,
866
00:58:15.559 --> 00:58:19.840
it's you know, with this guy
challenging me about the first it's like,
867
00:58:21.239 --> 00:58:23.360
I'm challenged to reach out to people, but on the other end, I
868
00:58:23.400 --> 00:58:28.519
know I've built strong relationships to where
I can. And you know that's so
869
00:58:28.599 --> 00:58:30.559
important, right, because we go
out, we're networking, you're networking all
870
00:58:30.559 --> 00:58:35.840
the time, and when we're networking, I think that that's part of that
871
00:58:35.880 --> 00:58:39.039
foundation building of getting to know the
person and helping them get to know you,
872
00:58:39.119 --> 00:58:43.800
so that when you do need to
call on them, right, that
873
00:58:44.360 --> 00:58:45.920
leg is already built. As you
said first, ye, it's it's something
874
00:58:45.920 --> 00:58:50.679
you're investing in all along. You
don't just start it when it's like December
875
00:58:50.719 --> 00:58:53.280
twenty second and you want to do
something on January one, Like it should
876
00:58:53.280 --> 00:58:58.760
be a constant quest to share your
own story, to help others, to
877
00:58:58.920 --> 00:59:02.639
reach out, to take all of
the actions, and to be persistent about
878
00:59:02.679 --> 00:59:06.960
doing it all the things that you
know you want to become. That you
879
00:59:07.000 --> 00:59:10.800
set your own mind to taking those
small actions every day, every week,
880
00:59:12.039 --> 00:59:15.679
every month, every year, because
no matter what, even if it's slow,
881
00:59:15.719 --> 00:59:17.039
you're going to continue to move forward
and improve, and it's going to
882
00:59:17.079 --> 00:59:20.880
get you closer to where you want
to be, which might be a destination
883
00:59:20.920 --> 00:59:23.960
you hadn't planned on them. That's
okay, also, yeah, I think
884
00:59:24.000 --> 00:59:28.440
that the other thing I want to
just make sure that we reiterate is your
885
00:59:28.440 --> 00:59:35.199
habits of I love your walkie talkie, I love the walkie talkie, your
886
00:59:35.480 --> 00:59:40.480
walking meditations. But that whole self
taught thing and continuing that, you know,
887
00:59:40.519 --> 00:59:45.840
that's what this podcast is built on, is to help people learn how
888
00:59:45.960 --> 00:59:51.119
people continue educating themselves and reach out
to people like yourself to be able to
889
00:59:51.199 --> 00:59:54.400
learn from. And so I love
that you're continuously doing that and that that's
890
00:59:54.440 --> 00:59:58.039
something that's innate in you. Well, yeah, it is okay to be
891
00:59:58.119 --> 01:00:02.559
the administrative assistant. And parallel,
when you're an early business owner, you're
892
01:00:02.639 --> 01:00:07.119
basically the administrative assistant. You are
like at the bottom of it. You
893
01:00:07.119 --> 01:00:10.119
are learning it from the ground up. There's a lot you don't know that
894
01:00:10.280 --> 01:00:14.840
is okay. It's going to make
you a stronger person by learning all of
895
01:00:14.880 --> 01:00:19.000
the menial tasks, by doing all
the little things that nobody sees. That's
896
01:00:19.000 --> 01:00:22.159
going to make you stronger and better. And it's absolutely okay. By the
897
01:00:22.159 --> 01:00:24.639
way, fast forward a few years
later, I was a vice president at
898
01:00:24.639 --> 01:00:29.320
that company. So like, never
let anybody tell you that you're only going
899
01:00:29.360 --> 01:00:31.400
to be this, or you're never
going to be that because it's not true.
900
01:00:31.719 --> 01:00:34.679
Yeah, I mean, originally that's
where I was going with that story,
901
01:00:34.679 --> 01:00:37.159
but we ended up going sidetracks.
I'm happy. I'm happy that you
902
01:00:37.280 --> 01:00:39.079
brought it back to the bring it
back. It's so important to say it
903
01:00:39.199 --> 01:00:44.960
like, don't believe in those limits. Yeah, I love that, you
904
01:00:45.000 --> 01:00:46.119
know. I want to make sure
this will be in the show notes,
905
01:00:46.159 --> 01:00:49.199
but I want to make sure if
anybody's listening right now and want to be
906
01:00:49.280 --> 01:00:52.039
able to reach out to you,
what would be the best way to contact
907
01:00:52.039 --> 01:00:54.440
you? So many ways. You
can connect with me on LinkedIn. I'm
908
01:00:54.480 --> 01:01:00.679
probably the only Filimina Finelli on there, so you have Also, um my
909
01:01:00.760 --> 01:01:06.079
company is on their Impact PR and
Communications. You can also find me and
910
01:01:06.239 --> 01:01:12.679
my company on Facebook, Instagram,
um at PR with Impact uh www dot
911
01:01:12.719 --> 01:01:15.679
pr with impact dot com. Or
you can give me a ring on my
912
01:01:15.719 --> 01:01:21.000
cell phone at eight four five three
zero nine three two seven two No prank
913
01:01:21.039 --> 01:01:25.559
calls please. That's the third P. Oh you three P right, third
914
01:01:25.599 --> 01:01:31.920
F third meant the other F.
Your three fs that got Filimina Finelli by
915
01:01:31.920 --> 01:01:36.760
phone right at HR person put in
as a three f's. Yeah. I
916
01:01:36.800 --> 01:01:38.960
didn't correct her either, because I
didn't want to be sassy. Well yeah,
917
01:01:39.000 --> 01:01:42.719
it's a little tough one. Laughing. Now I'm like, ha ha,
918
01:01:43.079 --> 01:01:45.079
yeah, now you got it.
And then of course we got to
919
01:01:45.119 --> 01:01:47.400
give a shout out to to Mike
and your your family. Go ahead,
920
01:01:47.559 --> 01:01:52.480
Okay, Yeah, I would be
remiss if I didn't mention my husband,
921
01:01:52.519 --> 01:01:55.679
Michael Finelli, and my daughters,
because when I had this little crazy idea
922
01:01:55.719 --> 01:01:59.280
about I have these clients, maybe
I need to open a business when I
923
01:01:59.280 --> 01:02:04.360
was freelancing, it was my husband
who said go for it. He's like,
924
01:02:04.360 --> 01:02:07.159
I don't know anything about PR or
anything about running a business, but
925
01:02:07.559 --> 01:02:08.840
go for it, and I've got
you. And he was in my corner
926
01:02:08.880 --> 01:02:14.199
from day one and still is and
did all my daughters, who make sacrifices.
927
01:02:14.719 --> 01:02:19.000
Everything I do involves my family too, and business is absolutely personal.
928
01:02:19.519 --> 01:02:22.719
When I go around town and people
stop me to tell me about their latest
929
01:02:22.719 --> 01:02:25.840
PR crisis, my family's along for
that ride, and they've always had my
930
01:02:25.880 --> 01:02:30.800
back, and I love and appreciate
them. They are truly the motivation that
931
01:02:30.920 --> 01:02:34.480
keeps me going on those days when
it's hard to get out of bed.
932
01:02:34.519 --> 01:02:37.280
I have a family to wake up
for and fight for. I could see
933
01:02:37.320 --> 01:02:40.800
Mike doing that. He's so funny. Yeah, he's so supportive. He's
934
01:02:42.360 --> 01:02:45.440
got you. He's like, I
don't know anything about this pr business thing,
935
01:02:45.480 --> 01:02:49.199
but um and he sells fig trees, so you gotta. He's the
936
01:02:49.199 --> 01:02:52.039
fig guy. If you want figs, Mike's your guy. Yeah, he
937
01:02:52.159 --> 01:02:54.079
was. When we were at we
did the walkway well. I did the
938
01:02:54.079 --> 01:02:58.800
walkway fast, then tended the walkaway
fast, and then I see fig trees
939
01:02:58.840 --> 01:03:00.599
walking by my tent. I just
keep seeing fig trees, and then of
940
01:03:00.599 --> 01:03:02.280
course I saw you, and You're
like, oh, yeah, Mike's got
941
01:03:02.280 --> 01:03:05.480
the fig trees, Dana. I'm
just like, all these people are walking
942
01:03:05.480 --> 01:03:07.159
by with fig trees. It was
so cool. The support goes both ways,
943
01:03:07.239 --> 01:03:09.800
right. I put on my hat
like sit out on the windy walkway
944
01:03:09.840 --> 01:03:13.599
and sold big trees with him to
day. But like, that's what it's
945
01:03:13.639 --> 01:03:15.719
about, right, You have to
be in it together. It is.
946
01:03:15.719 --> 01:03:17.000
It's so cool. Well, I
want to thank you so much for coming
947
01:03:17.000 --> 01:03:20.960
on today. It's been such a
pleasure to have you on the show.
948
01:03:21.000 --> 01:03:23.920
Finally. It's so great to finally
be able to book you as a guest.
949
01:03:24.079 --> 01:03:27.679
It's awesome. Thank you so much. Thanks for giving me an opportunity
950
01:03:27.679 --> 01:03:30.320
to share my story, and you
keep telling all the good stories. I'm
951
01:03:30.320 --> 01:03:34.000
gonna keep listening. Thanks, Thank
you for listening to The Michael Esposito Show.
952
01:03:34.159 --> 01:03:37.960
For show notes, video clips,
and more episodes, go to Michael
953
01:03:37.159 --> 01:03:43.719
Esposito Inc. Dot com backslash podcast. Thank you again to our sponsor,
954
01:03:44.000 --> 01:03:49.639
dent Ten Insurance Services helping businesses get
the right insurance for all their insurance needs.
955
01:03:50.159 --> 01:03:53.920
Visit dent ten dot io to get
a quote that's d N t N
956
01:03:54.280 --> 01:04:00.320
dot io and remember when you buy
an insurance policy from Denten, you're giving
957
01:04:00.320 --> 01:04:04.000
back on a global scale. This
episode was produced by Uncle Mike at the
958
01:04:04.039 --> 01:04:10.880
iHeart Studios in Poughkeepsie. Special thanks
to Lara Rodrean for the opportunity and my
959
01:04:11.039 --> 01:04:12.599
team at Michaelsposito in
1
00:00:00.800 --> 00:00:05.960
This show is sponsored by dn ten
Insurance Services, helping businesses get the right
2
00:00:06.000 --> 00:00:11.599
insurance for all their insurance needs.
Visit dn ten dot io to get a
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00:00:11.679 --> 00:00:17.600
quote d n t N dot io
and remember, when you buy an insurance
4
00:00:17.640 --> 00:00:21.640
policy from dent ten, you're giving
back on a global scale. Hello all,
5
00:00:21.640 --> 00:00:26.440
my entrepreneurs and business leaders, and
welcome to the Michael Esposito Show,
6
00:00:26.879 --> 00:00:31.800
where I interview titans of industry in
order to inform, educate, and inspire
7
00:00:31.879 --> 00:00:36.880
you to be great. She got
her start twenty years ago at Rubinstein Associates,
8
00:00:37.039 --> 00:00:41.320
where she quickly rose through the ranks
to become a vice president. Recognized
9
00:00:41.359 --> 00:00:45.840
as a top publicist, she worked
on some of the firm's major real estate
10
00:00:45.840 --> 00:00:53.119
and financial accounts, representing Bell's Enterprise
Commerce Bank and many others. Today,
11
00:00:53.280 --> 00:00:57.920
she channels that energy to lead her
own agency and help a diverse array of
12
00:00:58.039 --> 00:01:03.680
clients plot memorable events, secure speaking
engagements, land leadership articles, craft sharp
13
00:01:03.799 --> 00:01:10.840
website content, engage in meaningful ways
on social media, and of course,
14
00:01:11.200 --> 00:01:17.280
get their names in the news.
She was named an Athena Leadership Awards Program
15
00:01:17.280 --> 00:01:23.439
honoree in twenty eighteen and graced the
cover of Hudson Valley Magazines Women in Business
16
00:01:23.439 --> 00:01:30.560
issue that same year A past forty
under forty recipient. Please welcome my guest
17
00:01:30.719 --> 00:01:34.599
and friend, Philomina Finelli. Thank
you so much for having me here.
18
00:01:34.439 --> 00:01:38.040
Are Michael, It's great to see
you in the studio. It's great to
19
00:01:38.040 --> 00:01:42.120
see you too. That was fun
to read. You made me sound good.
20
00:01:42.159 --> 00:01:47.280
Thank you for that. Yeah,
you know, I used to like
21
00:01:47.480 --> 00:01:53.159
craft these things myself, and between
time and then going to people's about me
22
00:01:53.239 --> 00:01:55.400
page, I was like, well, wait a second, why am I
23
00:01:55.519 --> 00:02:00.560
rewriting everything that they've already written,
and especially coming from a our company.
24
00:02:00.040 --> 00:02:05.000
So well, we'll uncover the good
stuff as we get talking this morning anyway,
25
00:02:05.000 --> 00:02:07.240
because all all of those things,
they're just facts. But the real
26
00:02:07.280 --> 00:02:12.080
story is the things that you don't
hear between those sentences, which I'm very
27
00:02:12.120 --> 00:02:19.800
interested in. So we When I
was reading your bio about yourself, some
28
00:02:19.879 --> 00:02:23.479
things came up that stood out for
me and that I think I'd like to
29
00:02:23.520 --> 00:02:25.800
start with. And it has to
do with your history. Of course,
30
00:02:25.879 --> 00:02:30.039
your professional history and everything in terms
of PR will be breaking down a little
31
00:02:30.080 --> 00:02:34.639
bit down the road, but your
history at home with your family and the
32
00:02:34.680 --> 00:02:39.039
traditions that you're kind of carrying on. Yeah, that's where it all begins
33
00:02:39.080 --> 00:02:43.199
for all of us, right where
we start in our childhood, who we
34
00:02:43.199 --> 00:02:47.319
were, and then who we become
from there, And definitely who I grew
35
00:02:47.400 --> 00:02:53.360
up around definitely shaped an influence who
I became. Starting with my own dad,
36
00:02:53.400 --> 00:02:57.159
who was an entrepreneur. What kind
of business did you that have?
37
00:02:57.599 --> 00:03:00.800
He had a delivery service, so
he brought items from one place to another,
38
00:03:00.879 --> 00:03:07.719
whether it was checks from a bank
or appliances for electronics stores. He
39
00:03:07.840 --> 00:03:13.520
was the guy who delivered microwaves and
refrigerators and those kinds of things. And
40
00:03:13.560 --> 00:03:17.039
I grew up seeing him take that
risk of becoming a business owner and very
41
00:03:17.080 --> 00:03:22.599
self taught at that, and watched
him piece it together, sometimes successfully and
42
00:03:22.680 --> 00:03:25.159
sometimes not, and I thought,
oh boy, I'm never going to go
43
00:03:25.199 --> 00:03:30.599
into business for myself. That's crazy. What a wild ride. When times
44
00:03:30.599 --> 00:03:34.759
they're good, they're very good,
and when they're bad they're tough. Speak
45
00:03:34.800 --> 00:03:37.719
to us about the bad times,
because that's probably the hardest part that an
46
00:03:37.840 --> 00:03:39.879
entrepreneur goes through. Yeah, So
I watched my dad. We'd have times
47
00:03:39.919 --> 00:03:44.439
where we were a flush with cash
and doing well, and then other times
48
00:03:44.560 --> 00:03:49.639
when people that he was doing business
with weren't paying their invoices, and he
49
00:03:49.719 --> 00:03:52.840
and my mom were trying to figure
that out. And I'd overhear them talking
50
00:03:52.840 --> 00:03:57.080
at the dinner table and wonder why
would anybody decide to go into business for
51
00:03:57.120 --> 00:04:01.719
themselves? Until I found myself doing
that same thing. When when you were
52
00:04:01.759 --> 00:04:05.919
thinking about why would anybody go into
business for themselves? Were what were some
53
00:04:05.960 --> 00:04:10.360
of the experiences that you were witnessing. So you you mentioned invoices not being
54
00:04:10.439 --> 00:04:13.960
paid, but I'm sure that there's
more that goes into this that. But
55
00:04:14.120 --> 00:04:17.439
we both know that you were watching
and witnessing as a kid. Absolutely,
56
00:04:17.480 --> 00:04:21.920
I remember him having family inside the
business and then if something didn't work out
57
00:04:21.959 --> 00:04:27.279
well and needing to tell those people
it wasn't working, having a business partner
58
00:04:27.519 --> 00:04:31.480
that ultimately he couldn't trust, and
having his finances commingled with that person.
59
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So I was very clear on the
things that I learned that were good that
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I saw him do. But then
I was clear also on the things that
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if I were to ever open a
business, which I thought I wasn't going
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to, but here I am that
I knew I would do differently, and
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you know, you know, not
practicing nepotism in my business, not working
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with family members. Having sole ownership
at this time seems like the right thing
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for me too, so that I
could have some of that decision making autonomy
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and being real clear on invoicing practices
and getting an accountant involved early on was
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critical for me. Not managing that
piece, that's probably that's a piece that
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I remember working in other businesses as
an employee and witnessing the invoicing issues.
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So I'm interested in that. What
good practice is there. We'll kind of
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talk about that in a second,
but just want to go back to what
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you were just sharing about your dad. So you saw that he had to
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figure out relationships and be able to
navigate through those relationships, and you witnessed
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that at a young age, which
then turned to your values in your business.
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And I remember reading about your business
and actually in the bio that you
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sent over about how you live by
your values. You hire buy your values,
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and you fire buy your values,
And it sounds like that was kind
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of like taught to you at the
dinner table. Yeah, dinner table wisdom
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was big in my house, and
just learning by absorption, And the one
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thing that I did take away was
that if you don't have a compass around
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where you're headed, you're going to
get lost along the way. So for
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me, early on in my business, defining the values we were going to
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live by as a group, as
a team was critical. Knowing that if
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there was a tough decision to be
made and we weren't sure which way to
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go, we could let mistest that
decision against those questions, does it meet
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these values? Does this feel true
to us and to what we all agreed
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to and signed up for. And
when someone comes to work with you as
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a member of your team, you're
making a promise to them. When you
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sell that you should come work with
me. You're saying, well, here's
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what you're going to get if you
sign on to work with me. Here's
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what I can promise you. And
so for me, upholding that promise is
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imperative. And then also with our
clients, like I have certain expectations of
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them, I put it right out
there so that people can opt in or
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opt out about if we're a fit
for values and Michael, you run a
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very values values driven business yourself,
Like it's very clear that you have a
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mission at the heart of what you
do at Dent ten and I admire that
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that's something that I stand for also, because there's there's tons of business out
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there to be had no matter what
kind of business you're in. But when
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you're clear about the vision and about
what you stand for, you're going to
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attract right fit clients, right fit
team members, and they're going to flock
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to you because they get what it
is you stand for. Yeah, and
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I think you know, we could
talk a little bit more about that in
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your business, and I want to
go into your your team as well.
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But again going back to your dad
and seeing the roller coaster ride of dealing
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with bad clients, right, so
we learn that you got to find a
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client that's also a good fit for
you, and they both have to you.
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As the as the salesperson, business
owner, account manager, or whatever
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your role is, you have a
responsibility, but the client also has a
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responsibility and they have to live up
to that part too. We see that
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in everything we do. Yeah,
years ago, I I remember working with
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someone when I first started my agency, and he's in real estate as a
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business, and he used to say, good fences make for good neighbors.
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And it's so true when you have
those fences, when people know where the
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boundaries are, what your expectations are, and you communicate it clearly through your
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fences. They know where they need
to dwell. Yeah, and they know
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when they're crossing a boundary. Yeah, people need boundaries. I remember having
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a conversation one of my team members
boundaries and accountability and going through some goal
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setting. We were doing some goal
setting. I was setting up some accountability
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in there. I was setting up
some boundaries in there and he turned turned
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as they turned to me, but
it was on a zoom. He turned
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to me. He looked up and
said, this is great, he goes,
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this is what I needed. This
is what I've been waiting for.
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So people want that. I think
that that's something that we forget that we
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think that by creating accountability and by
creating boundaries, we think that it's going
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to be met with with a pushback
or some sort of resentment. But the
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truth is that people need that to
thrive. And we see that in our
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businesses. Yeah. We all want
to know what the expectation is for us.
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Yeah, and if you're a conscientious
human being, you want to perform,
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You want to know what the bar
is. Yeah. I thrive on
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that. So your dad sat a
pretty high bar in starting a business,
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being successful in a business, working
through the challenges, and as you said,
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some of the successes. But for
you at the time, it wasn't
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right for you and you were just
kind of concerned about it. But then
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started wearing a funny T shirt around
the house. Yeah. So there's a
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picture floating around somewhere. I have
to dig it up, but it was
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of a little me, maybe four
or five years old, with a shirt
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that said the Boss. And when
I did open my own business ultimately years
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later, I remember calling my father
he's no longer here, and saying,
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Dad, I think I'm going to
start a business. Like I have this
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thing going where there's seven or eight
people calling me every month looking for my
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services, and I'm sending them an
invoice and they're happily paying it and they're
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asking for more work for me and
referring me to friends, and so I
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think I have a business going.
Almost by accident, I think I need
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to try this out. And he
wasn't surprised at all. He's like,
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uh, I always knew you would
do that. But I did grow up
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hearing from him very firmly and from
my mother that you can do anything you
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set your mind to. And I
think, as a young girl hearing that
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so many times, I must have
internalized that message and really believed it.
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And you took that message and you
started your own business. But I'm interested
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in how you what you think about
that message because we hear that message,
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right, But I think that there's
more meaning behind it of like, you
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can do anything you set your mind
to. I'm just interested on your thoughts
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on that. Yeah, so first
you have to set your mind to it,
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right, Like you have to believe
it in your mind. But that
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isn't the end step. It doesn't
mean that you just conjure something up in
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your brain and it manifests. You
have to take the actions. You have
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to take those baby steps and the
the put in the work when nobody's watching,
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when it's not glamorous or pretty or
fun, And that's where the real
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work happens. And that's how you
take something from a thought that you've set
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your intention into a reality. And
the most defining moments of my careers my
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career is are the ones that nobody's
seen that are very much behind the scenes.
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When I was studying hard something I
didn't know, or when I came
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in early to examine things that others
were doing so that I could replicate them,
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Or when it was nights and weekends
and I was tired and weary,
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and I kept going. And I'm
sure there was decisions that you had to
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make along the way, so many
of them, so many decisions that you
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know, you don't see that when
you see someone's outward you know, success
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in quotes, you don't see all
the things that go into it, all
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the moments where maybe they lost,
maybe it wasn't a win, and they
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had to pick themselves up and get
up the next morning as if they just
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won. What was one of your
greatest losses early on in my business life?
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You mean early on it was during
the pandemic, and or no before
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the pandemic. Part of me early
on in the business when somebody pushed a
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boundary with us and I was firm
on where it went, and I said
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no, and I stuck to it, and we lost six figures of business
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overnight, and I had to get
up the next morning as if it was
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like just any other day in my
career, and get up and make it
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happen, and meet payroll and do
all the things that I needed to do
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and have that focus on that drive. Still, what were the feelings that
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you experienced when losing that big client. I think I knew it was the
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right thing to do, but there
is that moment when you face down your
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fear and you say, what the
heck did I just do? Like I
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know, I said I would live
by these values. I knew, I
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said I would make decisions according to
them. But when it actually happens and
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it sinks in and you're looking at
the numbers or you're processing the decision,
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it can be scary. There were
definitely feelings, Yeah, I mean I
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experienced them too as a business owner, and I go through exactly what you
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you you talked about. I'm interested
in the rebound. How do you rebound
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from a loss of a six figure
client? Well, what's interesting speaking about
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mindset and doing things you set your
mind to. After I wallowed in my
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stuff, and I always give myself
a wallow period. I think it's okay
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to sulk or feel sad for a
certain period of time, but I put
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a framework on that too. I'm
like, Okay, I'm going to allow
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myself a day or two to process
this, and then I'm going to pick
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myself up because it's not going to
go down like this. This is not
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the end of the story. After
that, I did set out to replace
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that. I was like, we're
gonna we're gonna figure it out, we're
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gonna find right fit folks, and
we're going to be right back to where
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we were in six months. It
only took three and in six months I
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had surpassed it. Yeah, I
mean it has to do with the mindset.
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And you're so right about the wallowing
period like I have. I know
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that I'm going through something right now
at Denton. And I met with a
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consultant yesterday and sure he owns an
insurance agency as well, which is really
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nice. It's it's so nice in
our industry, and I think you probably
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have it in your industry too,
where we actually have people that do the
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same thing that we do and just
look out for each other. And he's
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got he's got a ten million dollar
agency, he's got a huge agency,
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and he's also got a consulting business
and on the side, and so he
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consulted with me and he's doing it
actually for free. So I really am
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appreciative of him. But with that
comes accountability. People always ask about mentors
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and ask about people helping and this
is kind of just coming out out of
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left field for me right now,
but it's it's in my mind. And
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it's funny because I met with him
three times already, and in my mind,
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I'm going, you know, when
is he going to start billing me?
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And he said to me, I'm
not going to bill you. He
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said, I'm doing this, and
because there's a friend in the relationship of
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course who referred him to me.
He said, I'm doing this in the
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hopes that, you know, when
we do get your business to where you
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want it to be, that then
you hire me, right But for now
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it's it's really just you and me
just trying to figure things out together.
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And now I'm going to the accountability
piece. So he said to me,
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this was yesterday's meeting, and he
said, listen, these are the things
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that I want you to do.
On Monday, New Year's Day, he
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said, I want you to do
these these things, and some of them
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include phone calls and other other things
that I have to do for the business
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in order to make sure that we're
set for success in twenty twenty three.
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And I went silent on the phone
and He's still talking, and he goes,
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are you still with me? And
I said, I'm processing, right
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in my mind, I'm processing.
I'm going, okay, do I want
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to do those things? One?
Right? Why don't I want to do
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those things too? And how can
I do those things? Three? They're
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probably very uncomfortable things, weren't They
very uncomfortable? Very uncomfortable because there are
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things that I shifted from by from
going from a salesperson to a business owner.
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I shifted away from I mean,
some of them are are cold calling,
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are reaching out to people like yourself, right, people that I know
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that I have relationships with. So
they're uncomfortable because I shifted from that role
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of salesperson to business owner. But
as a business owner, we still have
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to do those things that are uncomfortable. And we're talking about leadership and everything,
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him and I and he says to
me, okay, Michael. It
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goes I you know I said them
on processing and it goes okay, Michael.
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He goes, So here's what's going
to happen. He goes, you
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have Monday to do that. He
goes, and on Tuesday, I want
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you to call me at ten am. He goes, And if you didn't
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do any of the stuff at that
that I asked you to do for Monday.
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Don't even call me. Wow.
I like how he drove the hard
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line with you there. You drove
it. He said, don't even call
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me. So I said, you
know he said, and he said,
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that's okay because these are the decisions
that we have to make. But it's
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accountability. And it really made me
think. So I'm going back to this
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whole rebounding thing that I was asking
about, because I did. I wallowed
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in it last night and I was
like, all right, what am I
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gonna do here? Like do I
really want to do this stuff? But
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if I want my business to be
successful, I have to do this stuff.
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And if I want help from others. When we think about mentors,
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then I have to do this stuff. Mentors are so important, but when
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you're working with them, they are
giving of their time and you should follow
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through. You're wasting their time.
Yeah, yeah, And I think that's
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what his point was, like,
don't call back if you didn't do this.
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I appreciate that. I wonder in
your business. You know, you
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are an honor reef for the Athena
Award, and that has to do with
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Women in Business, and you were
also on a cover for Women in Business
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Hudson Valley magazine, and you have
a team of nine women, And I'm
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just very interested in that mentor relationship
that you play, the role that you
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play in mentoring these women to be
successful and to go off on their own.
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It's one of the most important roles
I play right now. So for
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years, I was the lucky and
I still am the lucky recipient of the
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knowledge of others, and I would
ask others to show me things they were
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doing or if they would teach me. And now when somebody asked me that
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same thing, I feel like I
have a true obligation to them to pay
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it forward, to give back because
I was given so much and I might
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not be able to do it right
in the minute it's asked, but I
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will take all those inquiries seriously.
If a young college didn't reaches out to
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me and they're like, I'm considering
a career in PR, can we talk,
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the answer is always going to be
yes. If somebody's early in their
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career and they're like, I want
to be a vice president someday, I'm
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going to figure out how to get
them there right I'm going to help them
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have the tools and the skills,
and I'm going to invest in them because
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others did that for me. So
it's the right thing to do. And
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it's also the most gratifying part of
what I do because the company doesn't run
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well, even my company right now, without future leaders. Right, I'm
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not going to be here forever.
As much as I'd like to be,
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I don't think that's reality. So
I need to help these other leaders develop
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and grow into their full potential.
And that's what makes the company strong.
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It's not Filimina, inc. Right, it's all of these individuals with their
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own talents and skill sets that are
continue to learn and grow and develop and
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pay it forward to others themselves,
and that's how we create a pipeline of
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great people. Yeah, what was
the choice? Why? Why did you
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make the choice that is to have
a obviously you have a women owned business,
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but then have a women only staff. It was not a conscious choice.
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I won't say I set out to
set to create a company of only
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women. It just so happened lots
of great women applied and maybe saw something
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in me that they wanted or vice
versa. So it was by accident.
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We do not discriminate against men.
I'm happy to have male members the team.
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If anyone's listening and they're like,
you know what I fit in with
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this team, like put me in
be all for that? What is what
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do you find as a strength by
having an all women team like gender based
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strength? Sure? Yeah, I
mean you know the reason why I asked
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that question one I thought it was
a conscious decision, So I apologize for
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the assumption. But the reason why
I do ask the question is because I've
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had many women entrepreneurs come on the
show and strong women presence, and they
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just talk about that that the discrimination
that happens that we're all very aware of.
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While I hope that we're all very
aware of being the only woman in
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the boardroom, being the only woman
in the tech industry, sometimes being the
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only woman in the room, forget
about the boardroom, but in the room.
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And so I just wonder what and
I understand and because of those conversations,
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we talk about the strength and that
women have, but also what the
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strength that diversity has and plays into
our industries and into what we do.
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And so I just wonder how you
see it as a strength for your business?
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Right? Now. Yeah. So
one thing that is nice is that
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there is a feeling of camaraderie and
friendship within the people at the agency,
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and I think that shows in the
way we work with our clients. I
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think the clients feel that chemistry.
And I think the way my company is
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set up, which is with a
model of flexibility, always has been by
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the way, since before it was
trendy and cool. There's always an element
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of work like that, whole work
life balance and flexibility. It's something I've
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always believed in. I believe it's
you can do great work from anywhere.
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I've always believed that you can do
great work while having a family or passions
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and interests outside of your job.
That doesn't make you a weaker employee.
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It makes you a stronger one.
And I think that message happens to be
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one that appeals to women. Yeah, I think it should appealed everyone.
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It should appeal to dads, it
should appeal to men. I think it
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does appeal to men for sure.
I think we just have a larger role
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right now in that space. And
so it's it's kind of like going through
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this change that we're experiencing where we're
having more women in the workplace, more
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women rise in the ranks in the
c suites and becoming entrepreneurs. Same thing
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with diversity and all cultures and ethnicities
and sexualities and everything, and that's kind
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of shifting now. So you know, I always, you know, bring
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it up because you know, just
trying to empower anybody that's listening, that's
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on the other end, that's wondering, hey, I'm all alone, that
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you're not right. Oh no,
no, And um, that's the one
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message I hope that if somebody is
watching what I've accomplished, that they get
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is that anything is possible. You
don't have to start off with the right
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degree, you don't have to start
off with m kind of having an inn
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or an opening, Like you can
kind of promote yourself and make your own
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reality that whole you can do anything
you set your mind to you. But
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like almost on another level, like
you can choose where you want to be.
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You're not stuck, and you'll deal
with some adversity. And I think,
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you know, I have two daughters, and so I think about that.
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That's why I asked you to expand
on that question of like you can
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be whatever you want to be,
because we do have those conversations with them,
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But what does it really mean?
And how do you really go about
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getting what you really want? And
I so maybe it has a little dot
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dot dot after it that says if
you put in the hard work even when
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nobody's watching. Yeah, maybe that's
how I would categorize it. That's one
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hundred percent. And that's where I
was going to go next with was when
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you were saying about when nobody was
watching. And for me, people know
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me now thankfully they don't know me
then. The people who knew me in
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my past I still know today.
But most of the people who know me
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now go, oh, Michael,
you're such a positive thinker, you're such
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an optimist, and here you are
doing all these things and I'm going,
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yeah, but do you know how
much work went behind the scenes to get
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to where I am today? Because
I wasn't always like this? You know,
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I was a mess, forget about
it. I was, you know,
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just we won't go too far into
detail, but I was a mess.
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Now. I get you. If
if you were to sit down nineteen
355
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or twenty year old Filomena and interview
her, you would have been talking to
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a very very different person. Yeah, tell me about her okay, So
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she went to Duchess Community College,
not a fancy school. She had an
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associate's degree in early Childhood education.
Does not have a degree in PR anything
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communications related, and so I set
out to do teaching. At first,
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I thought I was gonna be a
school teacher. And I remember getting to
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the part where you do an internship
and you're teaching as a job, like
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you're trying it out out in the
field. And I had straight a's.
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Everything was going fine. I obtained
the degree, but something in my gut
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said, this is not it.
This something doesn't feel right. Even though
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everybody thought it looked good. This
is a great choice, this is a
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sensible career option, you're good at
it, you have straight a's. Something
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in my heart and in my gut
didn't line up, and I thankfully I
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listened to it. I also went
to community college, so yeah, community
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to community college. I went to
Nassau Community College and then got into Marist.
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I graduated with a communications degree,
but didn't go into communications until recently.
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So I think it's really interesting.
I think all young people or even
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people who are starting a business that
maybe we're doing something else previously, need
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to know that it's okay. It
doesn't matter, it will be okay.
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If you have the passion, the
commitment, and you're willing to learn,
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you can figure out another option for
yourself. You're not stuck with the label
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that you started with, right,
right, So yeah, I did eventually
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figure that one out. Like it. Something didn't feel right. I tried
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sales for a while, I was
waitressing. I was kind of down on
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my luck, and someone actually said
to me, Oh, you should go
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back to the city. You loved
being in this city. But I knew
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that My thing I always cared about
was communications. But I didn't know how
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I was going to get foot in
the door. So what was the reason
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for teaching? What inspired you to
even go down that route. I've always
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loved young people and had an act
for dealing with them, But it was
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my mother. I didn't know what
I wanted to do. This is a
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true story. I didn't know what
I wanted to do for college, and
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my mom was looking at the brochure
for Duchess and she flipped through and she's
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like, teaching, that would be
a good career choice. You should do
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that. You're good with children.
And because I didn't know what I wanted
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to do. I said yes to
that and kept moving forward. But I
391
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probably, in hindsight, should have
slowed myself down and thought about what I
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really was passionate about and where my
strengths lie, and had a deeper conversation.
393
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So it wasn't actually even me who
chose my career. Ultimately, I
394
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went to a headhunter talked about wanting
to be in communications, not even knowing
395
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what that meant. This is in
New York City back in the nineteen ninety
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four and he looked at me and
he's like, well, tell me about
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00:26:59.359 --> 00:27:02.759
what your interests and tell me about
what you do when you can do anything
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you want. And I started going
down the list. I'm a voracious reader.
399
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I love to write. I love
to engage with people and find out
400
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their stories and what's going on with
them. By the end of the conversation,
401
00:27:14.440 --> 00:27:17.519
he says, WHOA, I think
I know what you should do for
402
00:27:17.559 --> 00:27:19.519
a living. And I was incredulously
turned to him and I was like,
403
00:27:19.559 --> 00:27:22.400
how do you how do you know? He's like, I think you should
404
00:27:22.440 --> 00:27:26.519
be in pr Do you know what
that is? And I told him the
405
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truth. I said, no,
I don't, and he handed me a
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news article about the man who ran
the company that I eventually went up working
407
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for, Howard Rubinstein. What would
you describe is PR to others who are
408
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listening. I mean, there's a
textbook definition of developing mutually beneficial relationships between
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a company and their audience intended audience. But it is kind of about the
410
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relationship building. It's not just sending
out press releases or applying for awards or
411
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sending up a media stunt or it's
so much more. It's really about what
412
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is the thing that needs to be
understood about the business or organization, and
413
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what are the creative ways that we
can earn that trust and develop that relationship
414
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on their behalf. Yeah, because
I think so many people see PR as
415
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you just PR stunts, right,
or PR like what we see on social
416
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media. But I know that in
your agency it goes deeper than that,
417
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and I'm interested if you could expand
on a little bit. Yeah, it's
418
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so much deeper. So PR gets
often confused with advertising and marketing. Yeah,
419
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that's where I'm going with that.
Constantly confused, and most people don't
420
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understand the difference. They'll call me
up and what they really need is advertising,
421
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or they'll call up an advertising agency, and what they're really looking for
422
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is PR. So one of the
things I try to do is sort of
423
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explain how those things work. And
they work very well alongside one another,
424
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but they are different. PR is
generally the earned side of a relationship,
425
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the publicity that you pray for but
don't pay for. We jokingly say,
426
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but the best and easiest way to
describe it to you is a little story
427
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that is common in my industry and
involves two people going out in a date.
428
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So say we're sitting down at dinner
and you turn to me, Michael,
429
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and you tell me how handsome,
funny, charming, and eloquent you
430
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are. That's something called advertising.
You're telling me what's great about you through
431
00:29:22.200 --> 00:29:26.839
your own eyes. Right, you
could also, at said dinner, turn
432
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to me and tell me how charming
and easy to get along with I am,
433
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and how it's no wonder we're hanging
out together because we have so much
434
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in common. That's a little something
called marketing. Okay, you're talking to
435
00:29:40.839 --> 00:29:45.039
the other person, kind of feeding
into their deep desires needs, kind of
436
00:29:45.039 --> 00:29:48.720
affirming that decision with them. But
if I was to get up from the
437
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table we're sitting at to go powder
my nose at the restroom and another woman
438
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stops me and says, you're talking
to Michael Esposito from Denten And it's like,
439
00:29:56.359 --> 00:30:00.319
yeah, yeah, we're having dinner
together. And she says, oh
440
00:30:00.359 --> 00:30:03.400
my gosh, I go way back
with him. We do volunteer work together.
441
00:30:03.920 --> 00:30:07.759
He's a great community member, like
fabulous father, all around good guy.
442
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And isn't he handsome too? And
then I go back to the table
443
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feeling like, Wow, I'm hanging
out with a winner here. That is
444
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what PR does. It's that third
party credibility. It's the talking about you
445
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that happens when you're not at the
table with someone, and it's very influential.
446
00:30:26.119 --> 00:30:27.720
I love it. Let's go back
to it. No, I like
447
00:30:27.759 --> 00:30:32.880
this conversation. That turned out great. Yeah, and so you do that
448
00:30:32.960 --> 00:30:36.599
in many ways. One of them
that I read about was speaking engagement,
449
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So I'm interested in that as well. Obviously, yes, so no one
450
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of our clients gets the same exact
program as the other one. There are
451
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many different tactics that one can use
in PR, but speaking engagements is one
452
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of them for building credibility and authority
and getting a message out. So there
453
00:30:52.720 --> 00:30:56.359
might be somebody who wants to position
themselves as a thought leader in a particular
454
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industry, whether it's green energy or
affordable housing, and one of the things
455
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we might do is seek out different
places where they can talk about that message
456
00:31:07.319 --> 00:31:11.119
to people who need to receive it, who can ultimately be their clients and
457
00:31:11.160 --> 00:31:15.359
customers, or that would build their
reputation as someone in the know on that
458
00:31:15.480 --> 00:31:19.440
topic. So part of why I'm
so interested in that is obviously, you
459
00:31:19.480 --> 00:31:22.599
know, I'm a public speaker,
and I teach public speaking and toastmasters,
460
00:31:22.640 --> 00:31:26.240
and you know that's how we kind
of also got to know each other through
461
00:31:26.240 --> 00:31:30.359
your husband. Shout out to Mike. But I bring that up too because
462
00:31:30.480 --> 00:31:36.119
and maybe it was my confusion on
PR as well, because I always promote
463
00:31:36.519 --> 00:31:40.759
learning public speaking as something that is
so important in order for you to market
464
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your business in order to sell more, especially when I'm dealing with salespeople,
465
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in order to get your message out
and become a thought leader, and sometimes
466
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it's met with the I guess the
rejection of well, that's how's that selling
467
00:31:55.359 --> 00:32:00.359
a product? And I really believe
in it in that it's it's selling because
468
00:32:00.359 --> 00:32:04.880
you're getting letting people know who you
are, You're you're positioning yourself, like
469
00:32:04.880 --> 00:32:07.319
I said, as a thought leader, and so people are trusting in you.
470
00:32:07.880 --> 00:32:10.960
But I guess well, great selling
doesn't begin with selling. Great selling
471
00:32:12.039 --> 00:32:16.440
begins with educating people, sharing information
with them that they can use, and
472
00:32:16.519 --> 00:32:20.799
letting them know that you're someone they
can go to and trust for more of
473
00:32:20.839 --> 00:32:23.359
the same, right, And that's
where great selling begins. So that's why
474
00:32:23.920 --> 00:32:28.799
speaking engagements and I'm glad you're out
there preaching that message are so valuable.
475
00:32:29.200 --> 00:32:32.119
Now not everybody chooses to use that
avenue, or maybe they use it in
476
00:32:32.200 --> 00:32:37.319
combination with writing about what they know, or talking on a podcast or radio
477
00:32:37.359 --> 00:32:43.920
show about what they know, or
you know, issuing a tip spaced article
478
00:32:43.920 --> 00:32:46.480
with five things you should know for
tax season or whatever the case may be.
479
00:32:46.599 --> 00:32:50.680
There's so many different ways that you
can share a message, and the
480
00:32:50.720 --> 00:32:54.599
best ways or when you share that
message in multiple ways at multiple times so
481
00:32:54.640 --> 00:33:00.160
that people can better absorb and understand
it. It's repetition. So that's PRN
482
00:33:00.440 --> 00:33:04.319
that I'm actually talking about, and
that's probably why that's probably why there was
483
00:33:04.319 --> 00:33:07.079
a disconnect between me and some of
my managers then, because they're like,
484
00:33:07.400 --> 00:33:12.440
you're doing pr but we want you
to do more sales, so that sales,
485
00:33:12.720 --> 00:33:15.319
Yes, that makes a lot more
mars. Like that top of the
486
00:33:15.319 --> 00:33:19.680
funnel awareness that helps you close the
deal faster, hopefully because people are like,
487
00:33:19.720 --> 00:33:22.039
I know you, I trust you, I like you, right,
488
00:33:22.160 --> 00:33:25.440
do business. Yes, you're going
to close a deal faster. Or I
489
00:33:25.440 --> 00:33:30.680
put your name into Google and while
all these amazing things come up, and
490
00:33:30.680 --> 00:33:35.200
I encourage everybody who's listening, like, check out what your reputation footprint is.
491
00:33:35.720 --> 00:33:37.200
What do you see when you put
in your company name? What do
492
00:33:37.200 --> 00:33:39.759
you see when you put in your
own name? Do you like it?
493
00:33:40.319 --> 00:33:44.759
Does it tell the whole story?
Or their gaps in your story areas of
494
00:33:44.799 --> 00:33:47.480
misunderstanding, Like you help me identify
one of mine today inadvertently, which is
495
00:33:47.920 --> 00:33:52.640
that I've intentionally built an all female
team. Like I'm proud of my all
496
00:33:52.680 --> 00:33:55.599
female team, but it's actually not
the core thing to my messaging. So
497
00:33:55.640 --> 00:34:00.000
maybe that's something I need to find
too. Yeah, I mean, yeah,
498
00:34:00.079 --> 00:34:06.920
it's And it happens because you know, when I first learned about diversity
499
00:34:06.920 --> 00:34:08.400
in the workplace, and in terms
of what we're speaking to, of of
500
00:34:08.440 --> 00:34:13.079
course, we I think we can
understand what I'm saying within the context of
501
00:34:13.119 --> 00:34:16.800
this conversation. There's a podcast I
was listening to on a company called Gimlet,
502
00:34:17.079 --> 00:34:22.360
which is now a big podcasting company, and the founder what he did
503
00:34:22.480 --> 00:34:28.360
was he actually just recorded himself from
the very beginning stages, like raw footage,
504
00:34:28.360 --> 00:34:31.360
like raw excuse me, audio of
like literally getting dressed and going out
505
00:34:31.360 --> 00:34:35.880
to a meeting, literally getting dressed. Like that's like the first episode is
506
00:34:35.920 --> 00:34:39.880
actually it's edited, but it's of
him asking his wife about what shoes he
507
00:34:39.880 --> 00:34:44.760
should wear to this meeting with this
investor, like literally, and he goes
508
00:34:44.800 --> 00:34:47.400
through the whole process, and he
goes through the process of finally, now
509
00:34:47.480 --> 00:34:52.639
it's like episodes series season two or
three where he actually has a firm and
510
00:34:52.800 --> 00:34:57.760
one of the issues that arise is
lack of diversity in the workplace. And
511
00:34:57.800 --> 00:35:04.239
he's introspectively thinking how could this have
happened when you know, I encourage diversity
512
00:35:04.280 --> 00:35:07.920
and I embrace diversity and I want
diversity. And what he realized when seeking
513
00:35:07.960 --> 00:35:14.920
out more diverse employees and seeking out
and he tasked somebody with this, was
514
00:35:14.960 --> 00:35:19.239
that we hire from our circles.
Yeah, we have circles, and you
515
00:35:19.280 --> 00:35:22.599
know my LinkedIn and your LinkedIn.
We hire from the people that we know
516
00:35:22.880 --> 00:35:29.119
first to be like, we're not
just sending out this broad um net initially,
517
00:35:29.400 --> 00:35:34.440
and people need to see themselves in
the narrative so that they can imagine
518
00:35:34.440 --> 00:35:37.920
themselves there. I think that's very
powerful also when it comes to diversity,
519
00:35:37.239 --> 00:35:42.199
Yeah, is kind of seeing yourself
represented. So you know, is it
520
00:35:42.280 --> 00:35:45.280
is it that nobody's mail on our
team yet and therefore not a lot of
521
00:35:45.280 --> 00:35:49.480
men apply when I post a job
or that's exactly what you're speaking to because
522
00:35:49.519 --> 00:35:52.519
that's exactly what was happening, was
he want you want to get to my
523
00:35:52.519 --> 00:35:55.199
team photos, Ye, jump in, But that's exactly what was happening,
524
00:35:55.280 --> 00:36:00.960
was that he said that that there. That's what they uncovered was that because
525
00:36:00.000 --> 00:36:04.920
of that lack of diversity, people
were not applying. Yeah, so they
526
00:36:04.960 --> 00:36:07.760
had to actually encourage them to apply
so that when they finally did apply,
527
00:36:07.880 --> 00:36:12.639
then more people applied that looked and
were like them, because it's not just
528
00:36:12.679 --> 00:36:15.199
a look, it's also sexuality and
all the other things. Yeah, although
529
00:36:15.239 --> 00:36:17.079
we did have a few male applicants
on the last round, but the most
530
00:36:17.119 --> 00:36:21.519
qualified person went out and that person
did happen to be female. Yeah,
531
00:36:21.559 --> 00:36:22.760
And there's and we totally get that
that you got to go with the most
532
00:36:22.880 --> 00:36:27.519
most qualified. But um, I
think that that's what happens, you know,
533
00:36:27.599 --> 00:36:30.760
it's it's what you what you And
that's what I learned from that episode
534
00:36:30.079 --> 00:36:36.039
was it's really about it's about our
circles and it's about who they see.
535
00:36:36.079 --> 00:36:38.360
Like you just said, that's what
they see and so ye subtle things like
536
00:36:38.440 --> 00:36:43.519
images and words that do really add
up to the narrative that you believe.
537
00:36:44.519 --> 00:36:47.400
Yeah, I ended up hiring all
female team too, by accident, that's
538
00:36:47.440 --> 00:36:52.719
funny. And I had merit cecil
Katie, Sheila, Uh, you know
539
00:36:52.800 --> 00:36:54.920
all of these I mean all contractors
that you know, went from building my
540
00:36:54.960 --> 00:37:00.400
website to coaching me to doing my
marketing, Um, all these different roles.
541
00:37:00.559 --> 00:37:06.079
Robin did my content, you know. And I looked back and I
542
00:37:06.079 --> 00:37:07.960
remember, I think it was the
Seal who said that to me one day
543
00:37:07.960 --> 00:37:08.719
in a meeting. She goes,
yeah, and you have all these powerful
544
00:37:08.719 --> 00:37:10.800
women around you, and I was
just like, oh, my goodness,
545
00:37:10.840 --> 00:37:15.079
that's all I have around me.
That's hilarious. Well, women, women
546
00:37:15.559 --> 00:37:19.480
do tend to get it done,
Michael. And it happened by accident.
547
00:37:19.559 --> 00:37:22.760
It was just through the relationships that
I formed over the years. Yeah,
548
00:37:22.760 --> 00:37:24.760
mine was a happy accident. But
I love the team I have and I
549
00:37:24.800 --> 00:37:29.519
wouldn't trade it. But it's sort
of a happy accident, and it's inadvertently
550
00:37:29.559 --> 00:37:34.119
become kind of part of the brand
image at this point, and so I
551
00:37:34.159 --> 00:37:36.960
embrace it. It wasn't something I
intentionally set out to do, but I'm
552
00:37:36.960 --> 00:37:38.559
like, here we are, yeah, and yeah they're they're pretty badass.
553
00:37:39.639 --> 00:37:44.599
I want to go back to the
things that we don't see, because that
554
00:37:44.679 --> 00:37:49.679
I think is is huge for our
entrepreneurs and business leaders who are listening,
555
00:37:50.079 --> 00:37:52.840
is that we see the hard work, right, we see the dedication,
556
00:37:52.920 --> 00:37:55.039
We see the passion in the business
owner or in the salesperson or the C
557
00:37:55.159 --> 00:37:59.639
suite executive. We see that,
but speak a little bit more about when
558
00:37:59.840 --> 00:38:05.119
you were twenty years ago at Rubinstein
Association twenty four actually twenty four now.
559
00:38:05.159 --> 00:38:07.079
I was a twenty one year old
when I started there, right, and
560
00:38:07.159 --> 00:38:10.519
so climbing that ladder could not have
been easy, and especially when we're talking
561
00:38:10.519 --> 00:38:15.960
about diversity, Well, it definitely
wasn't because I was a clear underdog and
562
00:38:15.599 --> 00:38:20.079
the job I did get this is
like part of the story. The job
563
00:38:20.119 --> 00:38:24.840
I got was the job of administrative
assistant, so the most entry level position
564
00:38:24.880 --> 00:38:29.960
in the company. And when I
was interviewed by the person in human resources,
565
00:38:30.039 --> 00:38:34.880
she told me in the interview,
this job is administrative assistant. It's
566
00:38:34.880 --> 00:38:38.519
not a promotable position. Your job
is two three fs. One of them
567
00:38:38.519 --> 00:38:42.800
doesn't have an F in it file
phone facts. Do you get that?
568
00:38:42.880 --> 00:38:45.400
Are you good with that? And
you're it's not promotable. And I shook
569
00:38:45.440 --> 00:38:50.679
my head and I accepted the position, and then I, in my own
570
00:38:50.760 --> 00:38:55.119
mind, promoted myself, which I
know sounds insane. I wasn't actually looking
571
00:38:55.159 --> 00:38:59.760
for the promotion or the recognition,
but I decided that I would do that
572
00:39:00.079 --> 00:39:04.320
job, do it very well.
But I was going to teach myself PR
573
00:39:04.679 --> 00:39:07.239
because I was interested in PR.
So I came in early, I stayed
574
00:39:07.320 --> 00:39:10.840
late, I read books, I
studied, I sought out mentors, and
575
00:39:10.920 --> 00:39:15.039
I literally taught myself the job on
the job, and ten months later I
576
00:39:15.079 --> 00:39:22.320
was promoted. To everybody's like extreme
wonder And really what the magic was behind
577
00:39:22.320 --> 00:39:27.719
that was that people in the office
saw me becoming the person I wanted to
578
00:39:27.760 --> 00:39:30.960
be. Whether someone was going to
recognize it or reward it or not,
579
00:39:30.039 --> 00:39:32.599
I was going to do the work
because I wanted to be that person.
580
00:39:34.880 --> 00:39:38.000
Where does that come from? That
inner desire to do something like that?
581
00:39:38.119 --> 00:39:43.880
Because what you're speaking to I've read
in books right where it's like, you
582
00:39:43.880 --> 00:39:46.360
know, be the person today that
you want to become tomorrow. Right.
583
00:39:46.639 --> 00:39:50.239
We read that in books, we
see those quotes. But as a twenty
584
00:39:50.280 --> 00:39:52.800
one year old, where did you
learn to think that way too? Well?
585
00:39:52.800 --> 00:39:55.360
I was living on my own,
We'll start with that. So it
586
00:39:55.440 --> 00:40:00.119
was very much a make it or
break it situation. And I had had
587
00:40:00.199 --> 00:40:04.800
a genuine interest, like a desire
to learn. And I didn't care if
588
00:40:04.800 --> 00:40:07.320
I never got a promotion. I
was going to learn while I was there.
589
00:40:07.840 --> 00:40:10.000
So if I needed to come in
from Poughkeepsie and commute to New York
590
00:40:10.039 --> 00:40:13.519
City and arrive at seven thirty in
the morning and be the first one in
591
00:40:13.559 --> 00:40:15.920
the office every day, I didn't
care if anyone said good job, Philamina.
592
00:40:16.039 --> 00:40:20.000
Like I was there for me.
It was like a fire in my
593
00:40:20.039 --> 00:40:22.639
belly that I really did want to
learn. I still take that with me
594
00:40:22.719 --> 00:40:28.039
today. So what most people don't
know about me is that same quality is
595
00:40:28.079 --> 00:40:30.119
exactly who I am. I show
up and I want to learn, I
596
00:40:30.119 --> 00:40:34.840
want to grow and I don't care
if anybody claps their hands or hands me
597
00:40:35.119 --> 00:40:37.599
own award. I'm going to read
books about business. I'm going to talk
598
00:40:37.599 --> 00:40:40.199
to people who are smarter than me. I'm going to make friends with people
599
00:40:40.199 --> 00:40:44.599
who are different than me and ask
them questions. I'm gonna I'm going to
600
00:40:44.679 --> 00:40:47.039
seek out to become who I need
to be an next to show up as
601
00:40:47.079 --> 00:40:53.400
the best me. I think that
that's something that's sometimes overlooked. You know,
602
00:40:53.519 --> 00:40:55.920
people will ask you. I'm sure
I will ask me, well,
603
00:40:55.920 --> 00:40:59.280
why are you doing that? And
you know you're not going to get like
604
00:40:59.320 --> 00:41:01.159
you said, the wrecking ission or
paid for it or whatever it is.
605
00:41:01.239 --> 00:41:05.639
I mean, I'm generalizing. We
live in a world where like everybody is
606
00:41:05.639 --> 00:41:08.199
seeking immediate gratification, and that's not
always the case, especially in business.
607
00:41:08.239 --> 00:41:12.440
As you know, Yeah, you
don't wake up automatically with a huge company
608
00:41:12.519 --> 00:41:15.119
and you have to it's it's what
And when I talk about a lot,
609
00:41:15.159 --> 00:41:17.760
and it has to do with family
too, like why are you doing this?
610
00:41:17.840 --> 00:41:21.079
Why are you going out of your
way? You know? And I
611
00:41:21.159 --> 00:41:23.480
go and I my response is always
I'm doing it for me. I'm doing
612
00:41:23.480 --> 00:41:27.360
it because it's what I want to
do. It's it's what I want and
613
00:41:27.400 --> 00:41:30.480
the outcome of it is what I
want to see. I want to see
614
00:41:30.519 --> 00:41:32.800
that outcome, and so therefore that's
why I'm seeing it through. It doesn't
615
00:41:32.840 --> 00:41:37.719
matter whether the policy assigned or the
family member you know is happy or not,
616
00:41:37.840 --> 00:41:40.079
or whatever. It is, the
point is that I'm doing it because
617
00:41:40.119 --> 00:41:43.760
that's what I feel is right.
And I think when we talk to about
618
00:41:43.840 --> 00:41:47.599
values right because it aligns with our
values. I'm taking on businesses as clients
619
00:41:47.639 --> 00:41:52.119
and nonprofits and stuff that I really
believe in them. I want to see
620
00:41:52.159 --> 00:41:55.480
them succeeds. So I wake up
every morning excited to help my team and
621
00:41:55.639 --> 00:42:01.039
me do the best for them.
And when I watch them succeed or you
622
00:42:01.079 --> 00:42:06.159
know, get a grant that they
might not have, or win an award
623
00:42:06.360 --> 00:42:12.280
recognizing their business accomplishments, like I'm
their biggest fan. You know. Going
624
00:42:12.320 --> 00:42:15.400
back to that whole conversation we're having
before about picking your clients, you know
625
00:42:15.480 --> 00:42:20.519
that plays another role right in picking
the right client to work with, because
626
00:42:21.159 --> 00:42:22.519
it's if it's not someone who's aligned
with your values, as you said,
627
00:42:22.519 --> 00:42:25.599
like that six figure clients not aligned
with your values, then you don't have
628
00:42:25.639 --> 00:42:29.559
the passion to work with them,
and it makes it hard to wake up
629
00:42:29.559 --> 00:42:30.679
and want to go and fight for
them. Right and if, if,
630
00:42:30.719 --> 00:42:34.280
and when we sense that, I
do part ways with them, because that's
631
00:42:34.280 --> 00:42:37.519
the right thing to do. You
should never be in a relationship or your
632
00:42:37.519 --> 00:42:39.639
heart's not in it, or where
you feel like you're not going to be
633
00:42:39.679 --> 00:42:44.280
your best self for that person.
So if I sense that happening for one
634
00:42:44.320 --> 00:42:46.760
reason or another, or I sense
that what I thought I was getting into
635
00:42:46.960 --> 00:42:52.639
isn't quite the reality of things,
I'll have a hard conversation. I'll be
636
00:42:52.760 --> 00:42:57.480
radically candid ye out it, which
is again very important because that's how you're
637
00:42:57.480 --> 00:43:00.559
able to then help them the best
that you possibly can, because you're not
638
00:43:00.599 --> 00:43:04.880
looking for the recognition. You're looking
to make sure that you're doing the best
639
00:43:04.960 --> 00:43:07.639
job that you possibly can. I
think there's so much to take take from
640
00:43:07.679 --> 00:43:10.880
that one. I just want everybody
to know that to go from Pickepsie New
641
00:43:10.960 --> 00:43:15.840
York City takes two hours by train. Eay, you know, and we're
642
00:43:15.840 --> 00:43:17.199
not yeah, we're not talking.
You still got to get to the train
643
00:43:17.199 --> 00:43:22.800
station both ways, twenty minute walk
and delays and all the other things that
644
00:43:22.840 --> 00:43:28.559
I'm sure happened. So obviously allowed
of tenacity in that end the weather because
645
00:43:28.559 --> 00:43:30.519
it's also even on a snowy day. Just because you're on a train doesn't
646
00:43:30.519 --> 00:43:34.599
make it any easier. And I
did not take the subway. I always
647
00:43:34.679 --> 00:43:37.159
walked the twenty minutes in each direction. And I was like very proud about
648
00:43:37.199 --> 00:43:40.840
like no rain, no wind.
I was like a postal worker for PR.
649
00:43:42.039 --> 00:43:45.599
I was like, I'm doing it
the PR postal worker. I remember
650
00:43:45.639 --> 00:43:50.800
I grew up in Queens and I
remember waiting at the bus stop and I
651
00:43:50.840 --> 00:43:55.079
would see the worst car drive by
with like the bumper falling off hub caps,
652
00:43:55.199 --> 00:43:59.679
rolling down the street, it putting
along and going. I just can't
653
00:43:59.719 --> 00:44:02.239
wait to have my own car because
I hate public transportation. I hate it.
654
00:44:02.400 --> 00:44:07.119
Taking the subway and taking the buses
was so exhausting because they're late and
655
00:44:07.199 --> 00:44:09.960
you're out in the ray. But
you're right when you would just start walking,
656
00:44:10.239 --> 00:44:13.639
it's like, you know what,
screw this, I'm walking. Yeah,
657
00:44:13.840 --> 00:44:15.800
it was. It was great.
It actually it got my brain going,
658
00:44:15.920 --> 00:44:19.639
like I believe movement helps our brains. I'm a big walker. I
659
00:44:19.760 --> 00:44:22.639
used to be a big runner.
I believe that actually helps, especially an
660
00:44:22.719 --> 00:44:28.280
entrepreneurship, like with clearing your head, like keeping in movement, getting fresh
661
00:44:28.320 --> 00:44:31.960
air. It helps you be more
creative, solve problems, and moving for
662
00:44:32.000 --> 00:44:37.360
me as like meditation. Yeah,
like a moving meditation. Do jobs is
663
00:44:37.360 --> 00:44:39.800
famous for that for taking long walks. I don't do sitting meditation. I
664
00:44:39.920 --> 00:44:44.159
do moving meditation. Do you tell
us a little bit more about that you're
665
00:44:44.159 --> 00:44:47.440
a moving meditation. I've always been
a fan of being outside for long periods
666
00:44:47.440 --> 00:44:51.679
of time, whether it's walking or
running. And I feel like some of
667
00:44:51.719 --> 00:44:55.119
my best inspiration hits me or if
there's something I'm tossing around in my mind
668
00:44:55.199 --> 00:44:59.960
over and over again, I'll do
it on a walk. I also feel
669
00:45:00.079 --> 00:45:02.440
like, even for meeting team members, I sometimes do something called a walkie
670
00:45:02.440 --> 00:45:07.719
talkie where we go on a walk
and we talk about something, and it's
671
00:45:07.719 --> 00:45:12.000
the great equalizer. When you're side
by side with someone instead of across a
672
00:45:12.039 --> 00:45:15.800
boardroom table and you're talking, you
can let your guard down, Like I
673
00:45:15.880 --> 00:45:19.880
have two children, like you,
I have two daughters, and I feel
674
00:45:19.920 --> 00:45:23.360
like sometimes when you're in a car
and you're in motion and they don't have
675
00:45:23.360 --> 00:45:25.920
to look you in the eye and
they can just talk and let it all
676
00:45:25.920 --> 00:45:30.559
out, you can have some of
the most meaningful conversations and talk about really
677
00:45:30.599 --> 00:45:35.280
tough things. And when you work
with humans, as we do in business,
678
00:45:36.400 --> 00:45:38.440
they're people, they're whole people.
They're bringing their whole selves to the
679
00:45:38.519 --> 00:45:42.920
job. I'm a human. I'm
bringing my whole self to the job personally
680
00:45:42.920 --> 00:45:49.400
and professionally, and sometimes you just
need to talk. I love that.
681
00:45:49.559 --> 00:45:52.320
I just got like a great parenting
tip from you. I'm envisioning myself like
682
00:45:52.440 --> 00:45:57.039
ten years from now, or probably
less now because Denis will be eight in
683
00:45:57.400 --> 00:46:01.440
January. I'm envisioning myself driving because
I love driving, so I don't mind,
684
00:46:01.559 --> 00:46:04.519
but just being like, hey,
let's jump in the car and her
685
00:46:04.639 --> 00:46:06.639
not knowing where are we going.
I have no idea, but I just
686
00:46:06.639 --> 00:46:08.360
need to hear from you. Yeah, if you can't get them on the
687
00:46:08.400 --> 00:46:12.840
walk the long car ride, I'll
often do it like going on an adventure
688
00:46:12.880 --> 00:46:15.360
with them. Yeah. I like
that. That's pretty cool. That's a
689
00:46:15.360 --> 00:46:17.679
good parenting tip. I want to
go back to the business tip here of
690
00:46:19.119 --> 00:46:22.079
I really like what you said there, the walkie talkie and the great equalizer.
691
00:46:22.800 --> 00:46:24.800
Could you share more about that strategy, because when we're sitting across a
692
00:46:24.840 --> 00:46:30.559
boardroom table and I'm the one in
power in the scenario. It sets a
693
00:46:30.599 --> 00:46:34.480
certain dynamic. It's like you versus
me across the table. It's a more
694
00:46:34.480 --> 00:46:39.199
intimidating environment. But when we're either
having a casual coffee and sitting relaxed,
695
00:46:39.280 --> 00:46:43.760
or we're on a walk, you
know, we're just two people out on
696
00:46:43.800 --> 00:46:46.320
a walk. And that's that's to
me how business should be done. Two
697
00:46:46.400 --> 00:46:51.760
people talking. What kind of conversations
do you start? Did you start noticing
698
00:46:51.800 --> 00:46:54.920
as when you started doing that and
implementing it more well. I love letting
699
00:46:54.920 --> 00:47:00.119
people talk about their plans, their
desires for the future, things that they
700
00:47:00.159 --> 00:47:02.519
feel are in their way, and
when you stop listening, you lose your
701
00:47:02.559 --> 00:47:07.119
whole company. This is like a
strong statement to make, but I have
702
00:47:07.159 --> 00:47:10.519
a reason for it, and it's
trending in the news right now. If
703
00:47:10.559 --> 00:47:15.960
you've seen the story about Southwest and
all the flight cancelations and the debacle with
704
00:47:15.000 --> 00:47:21.360
their technology crashing and the pr backlashes, people are angry about their holiday flights
705
00:47:21.440 --> 00:47:24.639
being canceled and the system failing them. We're starting to hear from employees at
706
00:47:24.639 --> 00:47:30.079
the company, and we're hearing about
their former leader. There was a pilot
707
00:47:30.119 --> 00:47:34.360
who came out and he talked about
the old CEO who was like the visionary
708
00:47:34.400 --> 00:47:37.960
for the company, and he was
very involved in day to day operations,
709
00:47:37.119 --> 00:47:42.079
very in touch with the people,
listened when they said they needed tools or
710
00:47:42.480 --> 00:47:46.000
solutions when something wasn't going well,
he was engaged with them. What change
711
00:47:46.159 --> 00:47:50.920
is. Later he retired and someone
else came in, and that person was
712
00:47:50.960 --> 00:47:52.960
focused on the P and L,
the number side of the business. But
713
00:47:53.119 --> 00:47:57.920
what he forgot was the people.
Those people on the front lines. They
714
00:47:57.960 --> 00:48:00.440
are the heart and soul of the
company. And when you stop listening to
715
00:48:00.480 --> 00:48:04.519
them and their hopes and dreams and
what they need to do the job best
716
00:48:05.199 --> 00:48:07.400
things that are going well, and
we should be doing more of things that
717
00:48:07.440 --> 00:48:12.000
we need to kabash because it's not
working. That's when you lose touch with
718
00:48:12.039 --> 00:48:15.519
the company and things spiral out of
control and it can change the whole feeling.
719
00:48:15.599 --> 00:48:20.760
So when I chat with a team, with my team members, I
720
00:48:20.800 --> 00:48:22.559
want to hear from them what's working
and what isn't. When I have a
721
00:48:22.559 --> 00:48:27.159
big strategic decision to make, I'm
not making it without them. It involves
722
00:48:27.199 --> 00:48:30.320
all of us, whether it's during
the pandemic and are we going to keep
723
00:48:30.320 --> 00:48:32.840
our office space or are we going
to shut it. We're gonna hire.
724
00:48:32.880 --> 00:48:37.199
Should we hire in this spot or
in this spot? What's more beneficial to
725
00:48:37.239 --> 00:48:42.480
our team? They often have the
best input that guides my decision making.
726
00:48:43.519 --> 00:48:45.800
I really work for them, it's
not the other way around. I'm working
727
00:48:45.840 --> 00:48:49.480
for them. I thought that was
so powerful, what you said, when
728
00:48:49.480 --> 00:48:53.199
you lose your people, you lose
your company. Yeah, it's There's actually
729
00:48:53.239 --> 00:49:00.519
a podcast that interviewed the former CEO
of Southwest and I do remember him speaking
730
00:49:00.519 --> 00:49:05.280
a lot about relationships. I listened
to it probably about two years ago,
731
00:49:05.559 --> 00:49:08.079
so I don't remember it vividly,
but when you bring it up right now,
732
00:49:08.199 --> 00:49:10.960
I'm like remembering some of what he
had talked about, and a lot
733
00:49:12.000 --> 00:49:15.840
of it had to do a relationship, which he was masterful at engaging with
734
00:49:15.880 --> 00:49:20.639
employees and listening, which is typical
of like a visionary. I feel like,
735
00:49:20.760 --> 00:49:24.199
right, visionaries typically listen a lot
more and kind of like are more
736
00:49:24.280 --> 00:49:28.519
vocal. But sometimes we can get
blinded by our own visions in business,
737
00:49:28.760 --> 00:49:31.880
so and we can get myopic.
We can focus on one aspect and get
738
00:49:31.960 --> 00:49:36.800
very near sighted about what we're doing
and not have that far away view that
739
00:49:36.880 --> 00:49:39.920
we need. That Sometimes somebody who's
not you can have and it's it's why
740
00:49:39.960 --> 00:49:44.599
Actually, like in working with an
external PR agency, a lot of companies
741
00:49:44.840 --> 00:49:47.559
do think of ideas they would not
have otherwise, or different solutions to their
742
00:49:47.599 --> 00:49:52.679
problem because sometimes you're just too close
to it. If everyone is, you
743
00:49:52.719 --> 00:49:54.000
know, on your payroll, and
they're telling you what you want to hear,
744
00:49:54.039 --> 00:49:58.159
you're not going to get the right
answers. So creating an environment of
745
00:49:58.199 --> 00:50:01.360
safety where people can share feedback,
even our clients, about what's working and
746
00:50:01.400 --> 00:50:06.199
what isn't makes us stronger. It
sounds like that's kind of like part of
747
00:50:06.280 --> 00:50:08.280
also as you're taking on a new
client, So could you share a little
748
00:50:08.280 --> 00:50:14.599
bit more, maybe a story or
something that where you do essentially again needs
749
00:50:14.639 --> 00:50:17.440
analysis I guess of a client where
you can uncover certain things for them that
750
00:50:17.440 --> 00:50:21.400
they may not have even noticed.
Yeah, so there's a lot that goes
751
00:50:21.400 --> 00:50:25.400
into it. Before we start working
with a client, before I even talk
752
00:50:25.480 --> 00:50:30.119
to them about being a client,
I send them a document called set the
753
00:50:30.159 --> 00:50:35.159
Stage before we engage. And I
feel so strongly about this because what it
754
00:50:35.199 --> 00:50:38.119
does is it lays out expectations of
what those values are. I'm talking a
755
00:50:38.119 --> 00:50:43.800
little bit about what the expectations are
what they can expect of us, what
756
00:50:43.880 --> 00:50:49.599
we expect from them, what kind
of budget they'd be investing, but also
757
00:50:50.000 --> 00:50:53.519
more importantly, like how we're going
to communicate what it takes to have success
758
00:50:53.519 --> 00:50:57.800
in this relationship. And then they
can either say, you know, this
759
00:50:57.880 --> 00:51:00.840
sounds like me, this sounds like
a right fit, or oh, I
760
00:51:00.840 --> 00:51:02.039
don't know if this is exactly what
I'm looking for, and then I can
761
00:51:02.079 --> 00:51:06.199
point them in the right direction.
But we begin there, like, so
762
00:51:06.239 --> 00:51:08.960
there's an early conversation about what it's
going to look like and feel like to
763
00:51:09.079 --> 00:51:14.840
make sure there's a fit. And
then from there we always have an immersion
764
00:51:14.920 --> 00:51:19.159
and a kickoff where we're kind of
uncovering what are the business and strategic goals?
765
00:51:19.239 --> 00:51:22.519
Right, Like PR should not happen
for PR's sake. I can make
766
00:51:22.599 --> 00:51:25.039
that happen. I'm good at it, But what I prefer is PR that
767
00:51:25.119 --> 00:51:30.079
ties to real measurable goals. And
so I want to unearth, like,
768
00:51:30.159 --> 00:51:32.760
what is the company looking to accomplish
in the next few years, What are
769
00:51:32.800 --> 00:51:36.840
some of these successes you've had,
what are some of the setbacks why?
770
00:51:37.480 --> 00:51:40.480
I ask a lot of questions,
and what I am looking to do is
771
00:51:40.559 --> 00:51:45.840
uncover those hidden moments or trends in
the business that they may not see for
772
00:51:45.880 --> 00:51:47.960
themselves, right, and figure out
how can we how can we take that
773
00:51:49.000 --> 00:51:51.920
and move it forward? For you, right, to help accomplish this thing.
774
00:51:52.360 --> 00:51:54.800
It's probably very therapeutic for them.
It's it's funny when working with people
775
00:51:54.800 --> 00:51:59.679
like yourself or a marketing right.
It's as a business owner, you start
776
00:51:59.760 --> 00:52:01.159
learning, like you said, uncovering
things. That's why I was so interested
777
00:52:01.159 --> 00:52:04.360
in that. You start learning so
much about your business that you didn't even
778
00:52:04.440 --> 00:52:07.199
realize, Like working with this consultant
for me, you know, it's like
779
00:52:07.239 --> 00:52:09.079
there's so many things I didn't even
realize. I'm going, wow. You
780
00:52:09.119 --> 00:52:15.400
know, even the smartest people need
coaches or they need guidance and counselors around
781
00:52:15.440 --> 00:52:17.760
them. And you know, some
of those might be mentors who are unpaid
782
00:52:17.840 --> 00:52:21.719
or like a board of directors,
if you will. Some of those are
783
00:52:21.719 --> 00:52:23.519
going to be people that you know, we look we look up to as
784
00:52:23.639 --> 00:52:27.199
leaders and we learn from them,
and some of them are going to be
785
00:52:27.199 --> 00:52:31.320
paid consultants. And the second I
started bringing in those experts around me is
786
00:52:31.360 --> 00:52:37.880
when my business became bigger and better
and more efficient and more fun to run.
787
00:52:37.039 --> 00:52:40.360
Frankly right, because then they start
helping. Oh yeah, you so
788
00:52:40.480 --> 00:52:44.920
you also work with a lot of
non for profits and charitable organizations and you
789
00:52:44.960 --> 00:52:47.199
do a lot of work in that
space. I'm interested to hear one about
790
00:52:47.239 --> 00:52:51.960
that passion for working in that space, and then some of the stories of
791
00:52:52.000 --> 00:52:54.079
the companies that you have helped,
the charities that you have helped. So
792
00:52:54.119 --> 00:52:58.920
you're making me smile for those who
are listening, I'm smiling right now.
793
00:52:59.480 --> 00:53:02.800
The reason I name my company Impact
was very intentional. It's definitely not Finelle
794
00:53:02.800 --> 00:53:07.519
Communications or finell EPR. And that's
because I wanted the people we worked with
795
00:53:07.639 --> 00:53:13.159
in some capacity to make a positive
impact on the communities or the people they
796
00:53:13.199 --> 00:53:15.519
touch. That was in my heart, and when I looked at different names,
797
00:53:15.559 --> 00:53:20.760
that was the one that felt right
to me. And even before my
798
00:53:20.800 --> 00:53:23.760
business was an official business, some
of the organizations I was working with,
799
00:53:23.840 --> 00:53:28.960
I was volunteering for them and doing
their pr when I didn't have a business,
800
00:53:29.000 --> 00:53:31.559
just because I wanted to. So
it was very natural to me.
801
00:53:31.599 --> 00:53:36.920
And now obviously we have paid clients
in that space and it's a big part
802
00:53:36.920 --> 00:53:39.519
of our practice, but we are
very much drawn to it and it's the
803
00:53:39.599 --> 00:53:45.199
same strategies and tactics that you use
for a for profit organization, but transferred
804
00:53:45.239 --> 00:53:50.000
over into these nonprofits, which,
in order to be successful, need to
805
00:53:50.039 --> 00:53:53.320
be run like businesses. How does
that work today? Before we got on
806
00:53:53.360 --> 00:53:58.480
air, we were just talking about
the state of our economy and where we're
807
00:53:58.480 --> 00:54:04.480
at. And so with purse strings
being tight and corporations tightening their budgets and
808
00:54:04.719 --> 00:54:09.280
people tightening their budgets, families and
all the rest, how do non for
809
00:54:09.400 --> 00:54:17.360
profits and charities succeed or get donations
that they really need to help their communities.
810
00:54:17.519 --> 00:54:22.960
Well, I will tell you the
really smart ones are using, whether
811
00:54:22.000 --> 00:54:29.159
it's internal or external, professional communications
support in order to succeed. Because getting
812
00:54:29.159 --> 00:54:35.119
your message to the right people is
going to attract donors, attendance at fundraising
813
00:54:35.159 --> 00:54:38.119
events, it's going to attract grant
funding. It's going to shape the reputation
814
00:54:38.119 --> 00:54:44.360
of the organization so people know it's
a trustworthy organization to give to. So,
815
00:54:44.440 --> 00:54:46.840
even with times being tight, we
do feel like not for profits are
816
00:54:46.880 --> 00:54:52.440
increasingly leaning on us. It's more
imperative than ever to differentiate yourself from one
817
00:54:52.480 --> 00:54:54.840
to another and to make sure you
stand out. Like think about if you
818
00:54:54.920 --> 00:55:00.480
work in the intellectual and developmental disability
space. How many not for profits are
819
00:55:00.480 --> 00:55:01.840
there right here in the Hudson Valley
that do that kind of work? Or
820
00:55:02.639 --> 00:55:07.519
mental health? How many mental health
not for profits are there? And some
821
00:55:07.559 --> 00:55:12.440
of the most successful ones are investing
in public relations as a way to let
822
00:55:12.440 --> 00:55:15.960
people know what their mission is,
why, how it's affecting the people they
823
00:55:15.000 --> 00:55:20.679
support, and how to get involved. Would what would your advice be to
824
00:55:20.719 --> 00:55:22.840
the companies or to excuse me,
to the non for profits that don't have
825
00:55:22.880 --> 00:55:30.280
a budget for PR. Become self
taught as much as you can read articles
826
00:55:30.480 --> 00:55:34.840
on it, read books on it, listen to podcasts, watch what others
827
00:55:34.840 --> 00:55:37.920
are doing and emulate it. You
can learn a lot by watching others in
828
00:55:37.960 --> 00:55:42.320
your same space. So research what
your competitors are. Even not for profits
829
00:55:42.320 --> 00:55:45.840
have competitors. Get out there and
do some of things like talking about your
830
00:55:45.840 --> 00:55:49.599
mission. Learn to become a good
speaker so that you can move a crowd
831
00:55:49.599 --> 00:55:52.599
to emotion. Yeah, like kind
of whatever your strength is, lean into
832
00:55:52.679 --> 00:55:57.400
that. If you're great at social
media, lean into your social media.
833
00:55:57.519 --> 00:56:00.239
Yeah. And I think that that
goes to businesses too, right, there's
834
00:56:00.239 --> 00:56:02.400
so many businesses saying that are in
the same boat that don't have a budget
835
00:56:02.400 --> 00:56:08.880
for PR. I love your story
of the date and understanding marketing and advertising
836
00:56:08.880 --> 00:56:13.480
and PR. And I think,
you know, it's kind of like asking
837
00:56:13.480 --> 00:56:15.840
for a referral, you know when
to me, that's how I was relating
838
00:56:15.840 --> 00:56:20.960
the story is I think non for
profits could do the same is also asked
839
00:56:21.039 --> 00:56:23.239
for Hey, okay, you donated. Who are your friends and family that
840
00:56:23.320 --> 00:56:27.760
you can tell this to this story
about, Well, those people can ultimately
841
00:56:27.840 --> 00:56:31.000
become brand ambassadors. And you know, if you have a board of directors,
842
00:56:31.039 --> 00:56:35.719
make sure you're engaging that board.
So if you don't have the even
843
00:56:35.760 --> 00:56:38.400
if you do have the resources,
always lean on the resources of your board.
844
00:56:38.440 --> 00:56:43.760
Your volunteers like those are your brand
champions. They can be out there
845
00:56:43.800 --> 00:56:49.639
preaching the gospel for you. Yeah, as as I conclude, you have
846
00:56:49.679 --> 00:56:52.920
a quote that you stick by.
You have a mantra and a quote.
847
00:56:53.920 --> 00:57:00.719
The mantra is persistence pays two simple
words, but sticking to it and putting
848
00:57:00.760 --> 00:57:04.639
in the work, even if it
takes a while, always gets you to
849
00:57:04.760 --> 00:57:08.159
where you need to go. So
that's kind of probably in the subconscious of
850
00:57:08.199 --> 00:57:15.239
Philomena is all of that. And
then your quote is if you don't tell
851
00:57:15.280 --> 00:57:20.119
your story, someone else will.
Yeah. I share that one quite a
852
00:57:20.159 --> 00:57:24.519
bit because it's true. Think about
all the misconceptions that people have, and
853
00:57:24.599 --> 00:57:29.239
it's because you're not out there filling
the gaps for them. Even today I
854
00:57:29.280 --> 00:57:32.119
cleared up one for your listeners.
The more that you're out there sharing your
855
00:57:32.199 --> 00:57:37.960
story, the more you're going to
own your own story, fill in gaps,
856
00:57:37.960 --> 00:57:39.679
explain what it is you stand for
and why you do what you do,
857
00:57:39.760 --> 00:57:43.159
and what separates you from the person
next to you. And if you
858
00:57:43.199 --> 00:57:45.800
don't do that, your competitor probably
is they might be the one sharing the
859
00:57:45.840 --> 00:57:50.320
story about you. Or should you
ever hit a bump in the road with
860
00:57:50.320 --> 00:57:53.519
your reputation, if there's no footprint
to Lena, no goodwill built up,
861
00:57:53.559 --> 00:57:57.760
no brand equity, you're not going
to have much to stand on. But
862
00:57:57.840 --> 00:58:00.599
when you have that, your customers
incline as will quickly come to your defense
863
00:58:00.599 --> 00:58:04.559
and explain who you are and what
you stand for. So invest in your
864
00:58:04.599 --> 00:58:10.559
reputation. Always share your own story. Yeah, that's that's important in your
865
00:58:10.599 --> 00:58:15.119
company and branding it, but also
just in your personal relationships. Right,
866
00:58:15.559 --> 00:58:19.840
it's you know, with this guy
challenging me about the first it's like,
867
00:58:21.239 --> 00:58:23.360
I'm challenged to reach out to people, but on the other end, I
868
00:58:23.400 --> 00:58:28.519
know I've built strong relationships to where
I can. And you know that's so
869
00:58:28.599 --> 00:58:30.559
important, right, because we go
out, we're networking, you're networking all
870
00:58:30.559 --> 00:58:35.840
the time, and when we're networking, I think that that's part of that
871
00:58:35.880 --> 00:58:39.039
foundation building of getting to know the
person and helping them get to know you,
872
00:58:39.119 --> 00:58:43.800
so that when you do need to
call on them, right, that
873
00:58:44.360 --> 00:58:45.920
leg is already built. As you
said first, ye, it's it's something
874
00:58:45.920 --> 00:58:50.679
you're investing in all along. You
don't just start it when it's like December
875
00:58:50.719 --> 00:58:53.280
twenty second and you want to do
something on January one, Like it should
876
00:58:53.280 --> 00:58:58.760
be a constant quest to share your
own story, to help others, to
877
00:58:58.920 --> 00:59:02.639
reach out, to take all of
the actions, and to be persistent about
878
00:59:02.679 --> 00:59:06.960
doing it all the things that you
know you want to become. That you
879
00:59:07.000 --> 00:59:10.800
set your own mind to taking those
small actions every day, every week,
880
00:59:12.039 --> 00:59:15.679
every month, every year, because
no matter what, even if it's slow,
881
00:59:15.719 --> 00:59:17.039
you're going to continue to move forward
and improve, and it's going to
882
00:59:17.079 --> 00:59:20.880
get you closer to where you want
to be, which might be a destination
883
00:59:20.920 --> 00:59:23.960
you hadn't planned on them. That's
okay, also, yeah, I think
884
00:59:24.000 --> 00:59:28.440
that the other thing I want to
just make sure that we reiterate is your
885
00:59:28.440 --> 00:59:35.199
habits of I love your walkie talkie, I love the walkie talkie, your
886
00:59:35.480 --> 00:59:40.480
walking meditations. But that whole self
taught thing and continuing that, you know,
887
00:59:40.519 --> 00:59:45.840
that's what this podcast is built on, is to help people learn how
888
00:59:45.960 --> 00:59:51.119
people continue educating themselves and reach out
to people like yourself to be able to
889
00:59:51.199 --> 00:59:54.400
learn from. And so I love
that you're continuously doing that and that that's
890
00:59:54.440 --> 00:59:58.039
something that's innate in you. Well, yeah, it is okay to be
891
00:59:58.119 --> 01:00:02.559
the administrative assistant. And parallel,
when you're an early business owner, you're
892
01:00:02.639 --> 01:00:07.119
basically the administrative assistant. You are
like at the bottom of it. You
893
01:00:07.119 --> 01:00:10.119
are learning it from the ground up. There's a lot you don't know that
894
01:00:10.280 --> 01:00:14.840
is okay. It's going to make
you a stronger person by learning all of
895
01:00:14.880 --> 01:00:19.000
the menial tasks, by doing all
the little things that nobody sees. That's
896
01:00:19.000 --> 01:00:22.159
going to make you stronger and better. And it's absolutely okay. By the
897
01:00:22.159 --> 01:00:24.639
way, fast forward a few years
later, I was a vice president at
898
01:00:24.639 --> 01:00:29.320
that company. So like, never
let anybody tell you that you're only going
899
01:00:29.360 --> 01:00:31.400
to be this, or you're never
going to be that because it's not true.
900
01:00:31.719 --> 01:00:34.679
Yeah, I mean, originally that's
where I was going with that story,
901
01:00:34.679 --> 01:00:37.159
but we ended up going sidetracks.
I'm happy. I'm happy that you
902
01:00:37.280 --> 01:00:39.079
brought it back to the bring it
back. It's so important to say it
903
01:00:39.199 --> 01:00:44.960
like, don't believe in those limits. Yeah, I love that, you
904
01:00:45.000 --> 01:00:46.119
know. I want to make sure
this will be in the show notes,
905
01:00:46.159 --> 01:00:49.199
but I want to make sure if
anybody's listening right now and want to be
906
01:00:49.280 --> 01:00:52.039
able to reach out to you,
what would be the best way to contact
907
01:00:52.039 --> 01:00:54.440
you? So many ways. You
can connect with me on LinkedIn. I'm
908
01:00:54.480 --> 01:01:00.679
probably the only Filimina Finelli on there, so you have Also, um my
909
01:01:00.760 --> 01:01:06.079
company is on their Impact PR and
Communications. You can also find me and
910
01:01:06.239 --> 01:01:12.679
my company on Facebook, Instagram,
um at PR with Impact uh www dot
911
01:01:12.719 --> 01:01:15.679
pr with impact dot com. Or
you can give me a ring on my
912
01:01:15.719 --> 01:01:21.000
cell phone at eight four five three
zero nine three two seven two No prank
913
01:01:21.039 --> 01:01:25.559
calls please. That's the third P. Oh you three P right, third
914
01:01:25.599 --> 01:01:31.920
F third meant the other F.
Your three fs that got Filimina Finelli by
915
01:01:31.920 --> 01:01:36.760
phone right at HR person put in
as a three f's. Yeah. I
916
01:01:36.800 --> 01:01:38.960
didn't correct her either, because I
didn't want to be sassy. Well yeah,
917
01:01:39.000 --> 01:01:42.719
it's a little tough one. Laughing. Now I'm like, ha ha,
918
01:01:43.079 --> 01:01:45.079
yeah, now you got it.
And then of course we got to
919
01:01:45.119 --> 01:01:47.400
give a shout out to to Mike
and your your family. Go ahead,
920
01:01:47.559 --> 01:01:52.480
Okay, Yeah, I would be
remiss if I didn't mention my husband,
921
01:01:52.519 --> 01:01:55.679
Michael Finelli, and my daughters,
because when I had this little crazy idea
922
01:01:55.719 --> 01:01:59.280
about I have these clients, maybe
I need to open a business when I
923
01:01:59.280 --> 01:02:04.360
was freelancing, it was my husband
who said go for it. He's like,
924
01:02:04.360 --> 01:02:07.159
I don't know anything about PR or
anything about running a business, but
925
01:02:07.559 --> 01:02:08.840
go for it, and I've got
you. And he was in my corner
926
01:02:08.880 --> 01:02:14.199
from day one and still is and
did all my daughters, who make sacrifices.
927
01:02:14.719 --> 01:02:19.000
Everything I do involves my family too, and business is absolutely personal.
928
01:02:19.519 --> 01:02:22.719
When I go around town and people
stop me to tell me about their latest
929
01:02:22.719 --> 01:02:25.840
PR crisis, my family's along for
that ride, and they've always had my
930
01:02:25.880 --> 01:02:30.800
back, and I love and appreciate
them. They are truly the motivation that
931
01:02:30.920 --> 01:02:34.480
keeps me going on those days when
it's hard to get out of bed.
932
01:02:34.519 --> 01:02:37.280
I have a family to wake up
for and fight for. I could see
933
01:02:37.320 --> 01:02:40.800
Mike doing that. He's so funny. Yeah, he's so supportive. He's
934
01:02:42.360 --> 01:02:45.440
got you. He's like, I
don't know anything about this pr business thing,
935
01:02:45.480 --> 01:02:49.199
but um and he sells fig trees, so you gotta. He's the
936
01:02:49.199 --> 01:02:52.039
fig guy. If you want figs, Mike's your guy. Yeah, he
937
01:02:52.159 --> 01:02:54.079
was. When we were at we
did the walkway well. I did the
938
01:02:54.079 --> 01:02:58.800
walkway fast, then tended the walkaway
fast, and then I see fig trees
939
01:02:58.840 --> 01:03:00.599
walking by my tent. I just
keep seeing fig trees, and then of
940
01:03:00.599 --> 01:03:02.280
course I saw you, and You're
like, oh, yeah, Mike's got
941
01:03:02.280 --> 01:03:05.480
the fig trees, Dana. I'm
just like, all these people are walking
942
01:03:05.480 --> 01:03:07.159
by with fig trees. It was
so cool. The support goes both ways,
943
01:03:07.239 --> 01:03:09.800
right. I put on my hat
like sit out on the windy walkway
944
01:03:09.840 --> 01:03:13.599
and sold big trees with him to
day. But like, that's what it's
945
01:03:13.639 --> 01:03:15.719
about, right, You have to
be in it together. It is.
946
01:03:15.719 --> 01:03:17.000
It's so cool. Well, I
want to thank you so much for coming
947
01:03:17.000 --> 01:03:20.960
on today. It's been such a
pleasure to have you on the show.
948
01:03:21.000 --> 01:03:23.920
Finally. It's so great to finally
be able to book you as a guest.
949
01:03:24.079 --> 01:03:27.679
It's awesome. Thank you so much. Thanks for giving me an opportunity
950
01:03:27.679 --> 01:03:30.320
to share my story, and you
keep telling all the good stories. I'm
951
01:03:30.320 --> 01:03:34.000
gonna keep listening. Thanks, Thank
you for listening to The Michael Esposito Show.
952
01:03:34.159 --> 01:03:37.960
For show notes, video clips,
and more episodes, go to Michael
953
01:03:37.159 --> 01:03:43.719
Esposito Inc. Dot com backslash podcast. Thank you again to our sponsor,
954
01:03:44.000 --> 01:03:49.639
dent Ten Insurance Services helping businesses get
the right insurance for all their insurance needs.
955
01:03:50.159 --> 01:03:53.920
Visit dent ten dot io to get
a quote that's d N t N
956
01:03:54.280 --> 01:04:00.320
dot io and remember when you buy
an insurance policy from Denten, you're giving
957
01:04:00.320 --> 01:04:04.000
back on a global scale. This
episode was produced by Uncle Mike at the
958
01:04:04.039 --> 01:04:10.880
iHeart Studios in Poughkeepsie. Special thanks
to Lara Rodrean for the opportunity and my
959
01:04:11.039 --> 01:04:12.599
team at Michaelsposito in
