As International Head of Media Relations and Group Advertising and marketing at GoPro, Kelly Baker has facilitated the model’s greatest and most profitable advertising and marketing packages during the last decade, together with its UGC-powered awards program and annual Million Greenback Problem.
Lately, Baker oversaw the fifth Million Greenback Problem video, that includes footage captured by GoPro customers worldwide. Individuals had an opportunity to earn an equal share of a $1 million payout. The corporate acquired 42,000 submissions, and 55 people had been chosen for the ultimate video, every receiving over $18,000. It’s initiatives like these that replicate how a lot Baker values neighborhood.
Baker’s grounded but vibrant persona beams via her work. Nevertheless, the PR professional faces challenges like everybody else, like getting older. Baker finds herself navigating the generational gaps and harnessing the facility of collective information. She’s studying that there’s house and a necessity for her artistic concepts and experience whereas creating house for the subsequent technology and their views, too. It’s one of many challenges that retains her up at evening.
We caught up with Baker to get her tackle the way forward for the communications trade.
What e-book, podcast or different media do you advocate to different comms execs?
Baker: The one piece of media I can’t reside with out is the Sunday New York Instances – in print. It takes hours to correctly learn, however it’s among the finest components of my week. It has every little thing I might have to know, from worldwide coverage and world economics to enterprise, tech and cultural traits. I additionally take pleasure in a number of NPR podcasts as a result of they remind me of why I really like this job – “This American Life” for wealthy storytelling, “Recent Air” for masterful interviews, and “Wait, Wait Don’t Inform Me” for levity round present occasions.
What’s your favourite software you utilize often for work?
I discover most office instruments irritating, however that’s as a result of I don’t take the time to discover ways to use them correctly! I exploit Notes for every little thing – To Do lists, assembly recaps, random brainstorming ideas, campaigns I examine that I believe are intelligent, information or traits that might apply to my work, and admin issues that I all the time neglect however want to search out. If I die, don’t trouble scrubbing my e-mail or looking out my Dropbox – it’s ALL in my Notes.
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What excites you most about the way forward for communications?
Conversational AI, clearly! The tempo of innovation is insane and it’s going to dramatically influence the best way communications professionals work. However I disagree with the narrative that ChatGPT goes to make our jobs dispensable. If something, I consider it’s going to make the work extra impactful, compelling, artistic and fast-paced. To me, it’s a software for inspiration.* It helps “unstick” me from a artistic rut or discover the phrase or flip of phrase when it’s eluding me. (*ChatGPT was not used within the creation of this reply)
What communications problem retains you up at evening?
Actually, getting older retains me up at evening. I query if my artistic concepts, strategic counsel, and marketing campaign concepts are related. Coworkers who’re 10 – 20 years my junior are approaching communications and advertising and marketing from a totally totally different perspective. I need to create house for what I do know the subsequent technology can educate me with out diminishing the worth of my expertise and what I can educate them. It’s a steadiness that I’m by no means positive I’m getting proper.
What’s the largest problem you’ve overcome in your profession?
Earlier in my profession, I labored in an setting the place I used to be inspired to adapt. I used to be given large skilled alternative, however it got here with a subtext of, “You’re gifted, however it might be nice in the event you might be rather less you.” It felt like a continuing battle to face my floor. Solely on reflection can I see how vital it was that I didn’t compromise myself then. It taught me to be unapologetically myself.
What’s the greatest recommendation you’ve ever gotten?
A mentor taught me that nice leaders reward publicly and critique privately, and I carry that recommendation with me day-after-day. It’s a core tenant of my administration fashion and a benchmark for the way I consider different leaders. Additionally, Hippocrates stated, “If you happen to’re in a foul temper, take a stroll. If you happen to’re nonetheless in a foul temper, go for one more stroll.” He didn’t give me that recommendation immediately, however I observe it like gospel!
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