Get Smart 2012 Meet the Speakers: Sandra Kleinsasser and Stacy Armijo

The 2012 Get Smart Conference on Sept. 21 will bring together experts from all across the communications industry to discuss Building a Better Toolbox: Exploring Communication Strategy, Trends and Technology. Two of the featured speakers include Sandra Kleinsasser, owner and project manager of WriteAustin.com, and Stacy Armijo, Vice President and General Manager, Austin of Pierpont Communications. This week, Sandra and Stacy took time out of their busy schedules to talk with AWC about their careers, starting your own business, the ever-changing media industry and telling a client’s story effectively. Here is a preview of some of the advice and industry tools they will discuss at Get Smart.

Sandra Kleinsasser – Journalist and news editor for more than 30 years, Sandra was most recently Executive News Editor at the Austin American-Statesman. Additionally, Sandra helped in the launch of statesman.com and Austin360.com.

AWCAustin: What were some of the challenges and opportunities of transitioning from a print-only publication to a multi-platform one?
SK: As the Statesman transitioned to digital delivery, the newsroom was challenged to become a 24-hour operation and to try new approaches to traditional storytelling. Because the Statesman was a forerunner in embracing social media, there were endless opportunities to innovate. A great example: Reporters learned about Twitter when it made a splash at SXSW. Soon they were experimenting with using tweets to collect and distribute information.

AWCAustin: In 2011 you made a shift into the freelance world. What advice do you have for others who are looking to make similar changes in their professional lives?
KC: When I chose to start a second career, I knew that I needed to explore and learn before I made lasting decisions. I began taking classes and volunteering to get an idea of what I might like to do. I looked for webinars, meetups and workshops that would help fill the gaps of my experience. My advice to anyone considering a change is to start trying and learning new things…NOW. Figure out if the grass really is greener on the other side of the fence.

AWCAustin: What have you learned since you’ve been in business for yourself?
KC: Jump in with both feet. Trust your instincts. Don’t sell yourself short.

 

Stacy Armijo – Vice President and General Manager for Pierpont Communications’ Austin office, Stacy oversees all public relations clients and has played an integral part in helping the office grow since 2002.

AWCAustin: One of your primary roles is working with the media. How has that engagement changed with the rise of bloggers, citizen journalists and digital media?
SA:It has changed media relations in several ways. First, I can now learn a lot more about the individual reporters and editor with whom I interact. Previously, all I could learn was what their published coverage could tell me. Now, their Twitter feed, blog posts, Facebook pages, YouTube channels and LinkedIn profiles give me a lot more insight into their backgrounds and viewpoints. All of that is helpful to me in identifying the best targets for a story or preparing spokespersons for interviews.

AWCAustin: Your past clientele spans all backgrounds and industries. What has that taught you about telling a client’s story effectively?
SA:The clients I have served range from a two-person IT consulting firm to one of the largest pipeline companies in North America and, ironically, the approach I use in serving them is the same: identify what is compelling about their story, find someone who will be interested in it and tell it in a way that achieves the client’s goals. As marketers, we often get caught up in “key messages” and “proof points” and “value propositions,” so what comes out sounds exactly like every other organization’s “unique differentiator.” When it does, I’ve learned to step back, take a deep breath and focus on how that organization is truly different to tell a story that really matters.

To register for Get Smart learn more about speaker sessions and speaker bios, visit GetSmartAustin.com.