As International Head of Media Relations and Neighborhood Advertising and marketing at GoPro, Kelly Baker has facilitated the model’s largest and most profitable advertising packages during the last decade, together with its UGC-powered awards program and annual Million Greenback Problem.
Not too long ago, Baker oversaw the fifth Million Greenback Problem video, that includes footage captured by GoPro customers worldwide. Members had an opportunity to earn an equal share of a $1 million payout. The corporate obtained 42,000 submissions, and 55 people have been chosen for the ultimate video, every receiving over $18,000. It’s initiatives like these that mirror how a lot Baker values group.
Baker’s grounded but vibrant character beams by means of her work. Nevertheless, the PR professional faces challenges like everybody else, like getting older. Baker finds herself navigating the generational gaps and harnessing the ability of collective information. She’s studying that there’s area and a necessity for her artistic concepts and experience whereas creating area for the following technology and their views, too. It’s one of many challenges that retains her up at night time.
We caught up with Baker to get her tackle the way forward for the communications trade.
What guide, podcast or different media do you advocate to different comms professionals?
Baker: The one piece of media I can’t reside with out is the Sunday New York Occasions – in print. It takes hours to correctly learn, however it’s probably the greatest components of my week. It has the whole lot I might must know, from worldwide coverage and international economics to enterprise, tech and cultural traits. I additionally get pleasure from a number of NPR podcasts as a result of they remind me of why I like this job – “This American Life” for wealthy storytelling, “Contemporary Air” for masterful interviews, and “Wait, Wait Don’t Inform Me” for levity round present occasions.
What’s your favourite device you employ repeatedly for work?
I discover most office instruments irritating, however that’s as a result of I don’t take the time to learn to use them correctly! I exploit Notes for the whole lot – To Do lists, assembly recaps, random brainstorming ideas, campaigns I examine that I feel are intelligent, information or traits that might apply to my work, and admin issues that I all the time overlook however want to seek out. If I die, don’t hassle scrubbing my electronic 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 affect 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 device 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 night time?
Actually, getting older retains me up at night time. 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 from a very completely different perspective. I need to create area for what I do know the following technology can train me with out diminishing the worth of my expertise and what I can train 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 surroundings the place I used to be inspired to evolve. I used to be given super skilled alternative, however it got here with a subtext of, “You’re gifted, however it might be nice in case you could possibly be rather less you.” It felt like a relentless battle to face my floor. Solely looking back can I see how important it was that I didn’t compromise myself then. It taught me to be unapologetically myself.
What’s the finest 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 a way I consider different leaders. Additionally, Hippocrates mentioned, “If you happen to’re in a nasty temper, take a stroll. If you happen to’re nonetheless in a nasty temper, go for an additional stroll.” He didn’t give me that recommendation immediately, however I observe it like gospel!
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