As World Head of Media Relations and Neighborhood Advertising at GoPro, Kelly Baker has facilitated the model’s greatest and most profitable advertising packages during the last decade, together with its UGC-powered awards program and annual Million Greenback Problem.
Just lately, 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 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 mirror how a lot Baker values group.
Baker’s grounded but vibrant persona 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 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 following era 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 business.
What e book, podcast or different media do you suggest to different comms professionals?
Baker: The one piece of media I can’t dwell with out is the Sunday New York Instances – in print. It takes hours to correctly learn, nevertheless it’s among the best components of my week. It has every little thing I may have to know, from worldwide coverage and international economics to enterprise, tech and cultural developments. 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 utilize recurrently 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 every little thing – To Do lists, assembly recaps, random brainstorming ideas, campaigns I examine that I believe are intelligent, information or developments that might apply to my work, and admin issues that I all the time neglect 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 influence the way in which 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 evening?
Truthfully, 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 from a totally completely different perspective. I wish to create house for what I do know the following era can educate me with out diminishing the worth of my expertise and what I can educate them. It’s a stability that I’m by no means certain I’m getting proper.
What’s the most important 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 super skilled alternative, nevertheless it got here with a subtext of, “You’re gifted, however it could be nice should you may very well be rather less you.” It felt like a relentless 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 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 each day. It’s a core tenant of my administration type and a benchmark for a way I consider different leaders. Additionally, Hippocrates stated, “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 instantly, however I observe it like gospel!
