What do you do when a life-changing moment occurs? That kind of situation can be filled with new challenges, new opportunities, and new mindsets. Can you make the most of it and use it for your growth, or do you let it bring you down and keep you there? Today’s show is the story of one woman’s reaction to a pivotal moment in our country’s recent history, how it impacted her life, and where this path has taken her.
Bitten by the PR bug
Kat was working for a non-profit organization as the Executive Assistant to the Executive Director. It was the perfect, supportive, and kind atmosphere where she could learn the marketing and PR skills she wanted to cultivate. One meaningful opportunity came, in which she was able to work with Elizabeth Edwards, the late wife of presidential candidate John Edwards. Kat was responsible to protect Mrs. Edwards and run interference for her with the press. It was the first time she was “bitten by the PR bug”. Little did she know how soon her knowledge and newfound skills would be put to the test.
The moment that changed everything
During a tumultuous time in her personal life, Kat moved to the Boston area to make the huge jump from non-profit work to for-profit work. Kat was happy with her new job as she worked on improving her PR and sales skills. On April 15, 2013, she was at the Boston Marathon because her friend Erin was running the race. While standing on the race route, she saw Facebook reports of explosions at the finish line and soon realized it was a very serious situation. She frantically tried to find her friend as emergency vehicles surrounded the scene and phone communications were cut off.
Stepping in to help
Kat’s friend, Erin, had a boyfriend named Jeff Bauman, the man captured in the most iconic photo of the Boston tragedy, which showed him just after both of his lower legs were blown off. While being treated, Jeff helped identify the bombers and prompted the huge manhunt for them. Kat, as were so many other Americans, was glued to the TV watching the story unfold. Erin asked Kat to handle the PR for Jeff, and she fielded 500 calls and emails that day. Jeff was in no condition to get on TV and do interviews after what he had been through, so she logged everything for him to deal with later. She recalls her first meeting with Jeff after the tragedy when he was in a rehab facility. Seeing Jeff and many other survivors of the tragedy and their devastating injuries was when the enormity of the situation hit her.
Trying to balance it all
Kat was still holding a full-time job while leading Jeff’s PR and handling all his media contacts. She learned to balance it all, but it kept her busy from early morning until late at night. She wasn’t getting paid, but was simply doing what she could as a favor to Erin and Jeff; it seemed the right thing to do to help out in the face of the tragedy. Kat explains how this kind of PR differed from the PR you would do for a celebrity who is looking for publicity. How she handled Jeff’s publicity changed later when the book and movie about his experience came out.
Lessons and Takeaways
Kat has learned many lessons from her experience with Jeff and the path her life has taken because of it. She says, “Bring it back to basics, even if you don’t know what you’re doing.” Another piece of advice: “Trust your gut and know it’s OK to say NO – even if it’s to Oprah!”
She had agreed to an exclusive for Jeff with the NY Times, so he couldn’t talk to anyone else for three months. Oprah had contacted Jeff’s family directly and was on her way to meet with him when Kat got the call. Her gut said NO, so she stood up to everyone, even though it meant saying NO to Oprah.
It’s NOT about you
Being a publicist can’t be about YOU; it requires selfless motivation and giving yourself to that person, especially when it’s a normal person who has found themselves in extraordinary circumstances – like Jeff did. As a publicist, you know that every day is different and you have to be ready to face whatever comes your way. Kat says, “Don’t be afraid to be outspoken and take clients under your wing and show them the way.”
Making a move
Kat felt that she had “maxed out” her growth potential at her job, and she realized that her success as a young female was intimidating to others. Her job began to have a “weird vibe” around it, even though she hadn’t given the company a reason to think her work suffered because of her work for Jeff. She wanted someone to say, “Good job,” and that just wasn’t happening. She couldn’t continue to do Jeff’s PR AND keep her job, so she quit her job to be a full-time publicist and traveled with Jeff and Jake for two months to promote the movie, Stronger.
Highlights of the Episode:
- 3:49 – April 15, 2013 – the Boston Marathon bombing
- 7:24 – The face of the tragedy and becoming Jeff Bauman’s PR person
- 12:27 – Prioritizing calls and emails for Jeff: realizing the enormity of it all
- 15:25 – Why she was terrified of letting Jeff–and Boston down
- 18:11 – Finding the conscious balance
- 19:35 – Differences in this kind of PR work and celebrity PR work
- 21:49 – From survivor to celebrity
- 24:13 – A dark time in Jeff’s recovery
- 26:15 – Jeff’s “Dream Team” and how they helped
- 28:28 – The transformational journey and its takeaways
- 31:20 – Saying NO to Oprah
- 34:40 – Being a publicist is NOT about YOU
- 37:49 – Transition and personal milestones
- 40:50 – What she learned about herself and her strength
- 44:28 – Maxing out her growth potential at work
- 48:15 – Working with a mentor
- 51:03 – Coming full circle and being the master of her own destiny
- 53:40 – The Fem Five
Resources Mentioned:
- Find Kat on Twitter: @KatKnoxPR
The Fem Five:
1. Favorite book for women?
- Wild: From Lost to Found on the Pacific Crest Trail by Cheryl Strayed
2. Favorite self-care hack?
- “I believe in the power of saying NO.”
3. Best piece of advice and who gave it to you?
- “If you don’t do this for yourself, I’m going to kick your ass.” – from a mentor, Kristin
4. Female thought leader or CEO you’re into right now?
- Maggie Chan Jones, the founder and CEO of Tenshey, Inc.
5. One piece of advice you’d give your five years younger self?
- “Be present and don’t live with the ‘I’ll be happy when’ scenario. Trust the process.”
Last Time on The NextFem Podcast
Harness Surprise to Create a Culture of Delight – with Tania Luna
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