Today we’d like to introduce you to Kristin Mack Deuber.
Kristin, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
As a journalism major at The Ohio State University, I learned early on the impact an effective story can have on an organization’s reputation – and what can go wrong when companies aren’t transparent.
In my mid-twenties I joined a public relations firm in Columbus, Ohio as an assistant account executive. Over my twelve-year tenure with the company, I worked my way up the ranks to serve as Vice President of the firm’s healthcare practice. This is where I honed my chops in all things media relations, crisis communications, internal and executive branding. This is also where my passion started for health and wellness as I worked with a number of first-class health systems including The Ohio State University Medical Center, The James Cancer Hospital and Solove Research Institute, Summa Health System, Genesis Health System and others.
While at the agency I also earned an MBA which allowed me to better understand critical business practices and more effectively relate public relations to my clients’ overall business operations. At the same time, I received an APR (accreditation in public relations) from the Public Relations Society of America, showing my commitment to the industry. I’ve also been passionate about shaping the hearts and minds of future PR pros throughout my career as an adjunct professor at Ohio State, Franklin University and Ohio Dominican University.
After my tenure in traditional agency life, I start KMD PR + Marketing in 2011 to allow myself more freedom to choose the clients I wanted to work with and the type of work I wanted to do and to have more flexibility and balance in my life. It’s one of the best choices I’ve ever made! Now, I focus my work almost exclusively in the healthcare, life science and biotech industries, which allows me to stay ahead of trends, know the media and influencers in this space, and be smart about the strategies I recommend to my clients.
In 2015 I moved to Cardiff-by-the-Sea in San Diego and haven’t looked back! While a bold move at the time, the business community has been so welcoming. I joined Hera Hub, a co-working space for women when I first came to town and I met so many great women who supported me during my cross-country transition and helped me expand my network.
Today, I work with healthcare and life sciences companies across the country out of my office in Carlsbad including KindredBio, DOC (Direct Orthopedic Care), Fortified Health Security, Cures Within Reach and Joimax. I’m also active in my professional and local community serving on the board of the PRSA National Health Academy on the San Diego PRSA chapter.
We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
I’ve been fortunate that 90% of my business has been through referrals, which reflects my philosophy that if you do good work, good things will happen. Of course, being a solopreneur comes with its challenges no matter if you are a just starting out, or entering your 8the year in the business like I am. One of my biggest challenge is finding the right balance in my workload. Since one of my goals in starting my business to have a healthy work-life balance, I have to make a conscious effort to take on the right amount of work that fits my vision and expertise, while continuing to market my services and keep my business top-of-mind among my key prospects.
Also, while I love networking and meeting new people, but I don’t always enjoy marketing myself in a traditional sense. I would much rather talk about my clients and all of the innovative things they are doing than my business. To help me address this, I am part of a mastermind group and work with my business coach, Sara Clark Williams of Fab Femprenuers to develop and implement a marketing strategy that is authentic to me. I’ve found that in addition to targeted networking, LinkedIn is a great platform to connect with prospects and share my expertise. Working with a business coach also helps me stay accountable to the goals I set forth for my business and to pivot when necessary.
So let’s switch gears a bit and go into the KMD PR + Marketing story. Tell us more about the business.
My passion is helping organizations that are making our community healthier and smarter to educate, engage and inspire the people that matter most to their success. I do this by carefully crafting communications strategies that connect all the pieces of the puzzle including public relations, media relations, social media, crisis communications, and marketing communications to the leadership program, executive communications, event publicity, coalition building and community relations.
Since my clients deal directly with me, I can rapidly respond to their evolving needs and offer more customized packages to help them get the most impact from their budget. A full-time employee with my level of experience would require a healthy six-figure salary, but I’m able to offer my clients deep expertise at a fraction of the cost of hiring full-time staff.
I offer custom services to meet the needs of a variety of organization. Smaller companies may not have highly qualified internal staff and need a completely outsourced PR or marketing function; large organization may need an expert to help them through a crisis or a special project, and other PR firms may be looking to partner with a healthcare industry expert for a specific client.
You mention that you help companies in crisis. How do you help your client prepare for a crisis situation?
Like it or not, the world we live in today is more or less defined by sounds bites, pictures and small snippets of information easily shared via social media and text messages. Good news travels fast and bad news travels even faster. For companies and their executives, that means their reputations can be won or lost in an instant. While you can’t possibly be prepared for everything, I advise my clients to have a solid crisis communications plan in place before a disaster strikes to help manage the message and mitigate damage to their reputation and their bottom line.
Whether it’s threats to a brand, cause or personal character, I coach my clients on the importance of moving strategically and quickly to protect the integrity of their reputation. When it comes to crisis communications planning and implementation I’ve dealt with everything from natural disasters, human errors, planned crises (i.e., acquisitions and layoffs) and the always exciting from-out-of nowhere crisis.
Having a solid crisis communications plan provides the opportunity to anticipate, prepare, manage and communicate to all stakeholders through paid, earned, shared and owned channels. An investment in planning has helped my clients navigate a variety of challenges including workplace situations, product recalls, natural disasters, data breaches and cybersecurity issues, industrial and construction accidents, as well as regulatory and patient information violations.
- Address: 2710 Loker Ave W. Suite 210
Carlsbad, CA 92010
- Website: www.kmdpr.com
- Phone: (614) 975-4186
- Email: firstname.lastname@example.org