I can barely believe it’s been 10 years since I left my corporate job at Bell Media to start my own company. I never had an entrepreneurship bone in my body, but seeing others have more freedom with their schedule and projects, really drew me in. Luckily, I had some flexibility and support - both financially and emotionally - and I took the leap. It’s the best decision I ever made. I can truly say I am proud of what I have built and I’ve been able to give back in multiple ways through my company, one of my proudest achievements.

*The life of a publicist: always snapped in the background*

To celebrate 10 years, I’m highlighting my Top 10 learnings to help others thinking about striking out on their own, but to also remind myself in the years to come, the key lessons I’ve learned.

1. Relationships are everything
The number one lesson I’ve learned is that relationships are everything. When I first started ADPR, I worked with a creative agency to design my brand identity. Their first question was “how will you get clients?” My answer ,“95% of my business will come from referrals.” Now, 10 years in, I can confidently say that number is even higher. Being professional, pleasant and providing value goes a long way when it comes to people wanting to work with you again and again. And, if you’re really good, they’ll pass on your name to others.

2. Don’t say yes to everything
In 2015, my first year in business, I said yes to every single job that came my way. Having talked to other entrepreneurs over the years, it seems very common; often referred to as the feast or famine approach in the beginning years. I remember that first year not being able to take on some very good jobs because my schedule was already so packed. When asked, my advice is to always try to leave room for one job that you’re passionate about or could bring about more business in the future. And while I would encourage any entrepreneur to think about each client thoughtfully before agreeing to work with them, I also appreciate that this is the type of lesson one might have to learn for themself.

3. Collaboration is Key
No one person can build a successful business and sustain it. You need stakeholders - professional and personal; you need cheerleaders - internally and externally. For anyone starting a business or in the throes of trying to survive, find those people who can help you reach your next goal. Don’t be that person who takes everything on, you likely don’t have the expertise in every aspect of the project and frankly, no one likes that person. Be the person that people like and want to work with consistently, by letting others contribute (even if you think you could do a better job).

4. Always do your best
Let’s be honest, we will always have clients or projects that we regret taking on. But no matter the situation, you have to live up to your part of the partnership. As a small business especially, your reputation is crucial to your success, so you truly want every client walking away with a positive experience and the most successful results. Then of course, you can enact that out clause in your contract. 🙂

5. When people show you who they are, believe them
This is one of my favourite life lessons and I apply it to business constantly. Maybe it’s because I’m inching closer to 50, but also because I just have less time for things I really don’t want to do, or people I really don’t want to spend time with. If you’re not interested in working with me or your work ethic doesn’t align or make my job easier, no thank you. I have a few non-negotiables, ie, do not waste my time and do not act in a spiteful manner. And sometimes a client just won’t jive with you or how you do your job, and that’s okay. Recognizing this has been one of my greatest strengths, and I encourage you to think about this for your own life and business. Letting these people and clients go is the ultimate stress reliever.

6. There’s room for everyone
No matter what your industry, there needs to be more than one company to meet market demands. So, before you get your underwear in a bunch, just know there will be competition, you will win some jobs and lose some jobs. Watching similar companies work can actually help you learn and improve your offerings and skills. Aim to learn from one another and remember kindness always wins. It’s a cliche because it’s true!

*Enthusiastic PR students at Niagara College after a session on ADPR’s Publicity 101 course*

7. Delegate and outsource
A few years ago I got to the point where I just couldn’t do everything myself if I wanted to keep up with the opportunities heading my way (a privilege that I never take for granted). By delegating more and outsourcing, I would have to give up some of the money coming in, but I eventually decided that going to bed at 1am every night was not the life I wanted. It also allowed me to take on more opportunities and meet more people. My advice to those who are at this tipping point? Find good people, start slow and reevaluate after each project.

8. Own up to your mistakes and learn from them
There is a confidence in saying, out loud, that you made a mistake. In fact, it gives you more credibility when you acknowledge that you’re not perfect. It makes you relatable, approachable and provides an example of a confident leader. Personally, that’s the type of leader I want to be.

9. Breaks are mandatory
I’ll admit, I am still learning this one but it is imperative that you take a break or you’ll face burnout. The break may not be perfect - 2 weeks away on a beach with no phone service - but figure out what works for you. Maybe it’s taking a long weekend every quarter and putting on your OOO for one day, or maybe it’s hiring someone to answer your phone for a week during a slower period while you go skiing. Breaks are non-negotiable. Period. Full Stop. You’ll come back renewed and I assure you your mood and productivity will increase.

*A much needed break in Hawaii with my family*

10. Give Back
I’m someone who has always been invested and motivated by social issues. When elections come, it’s what I’m most interested in; when I watch the news, it’s those stories where I turn up the volume. It’s very important to me that I advocate for the causes I support and connect with the people who also care about these issues. Having my own business has allowed me the freedom to focus professionally on philanthropic efforts when I can, and hopefully engage others to learn and support in their own way too. Having the control to do that, to maybe affect change, is a legacy that I want ADPR to have.

Rainbow Railroad / Ottawa Mission / Justice for Julius / Ordinary Hero

10 Learnings in 10 Years

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