A professional attention seeker with 9+ years managing politicians + entrepreneurs public images.
What's your job title & how did you get where you are today?
I am the founder of Yellowpanda PR + Digital. Yellowpanda is a consulting agency that I bootstrapped on my own, three years ago after leaving a six-year career as a media and communications advisor to politicians.
Tell us about a day at work you'll never forget!
Today was pretty epic so I will start there. I was notified today that three of my clients are finalists in the outstanding leadership awards and you cannot wipe the smile of my face right now. Its worth mentioning this is happening in the midst of COVID-19 so any good news right now is just the ducks nuts! My most memorable days at work are usually a result of getting a win for my client.
What's your advice about growing a brand or a personal brand?
To be yourself. I have worn so many masks throughout my life and the moment I surrendered to trying to fit in everything changed. I went from being a people pleaser to being a people magnet and since then, I continue to draw in the most incredible likeminded people into my life!
How do you prepare for negotiation conversations?
By default. I always seek to understand a persons motive because I believe once you know what someone wants, you can reverse engineer away there. I’m also a bit of a prepper. I research and prepare briefs before heading into any sort of negotiation. I have also developed my own survey to collect information prior to meeting with potential clients. This survey is designed to give me clues as to whether the respondent would be an ideal client. I developed it by thinking about the information I wanted from them and then I figured out a way to ask, without being too intrusive. After first establishing the motive, I then look for clues as to what sort of problems need to be solved. I then workshop/brainstorm solutions to those problems before we meet so that I can demonstrate my abilities and capabilities during our meeting. Some people say, don’t give ideas or advice away for free, but pitching a few ideas can go a long way in winning someone over. I’ve also had a lot of success throughout my career offering to do something as a kind gesture first without asking for anything in return. In short, go into all negotiations prepared, show initiative and don’t give up! Not all negotiations go our way, the key is to be persistent.
“pitching a few ideas can go a long way in winning someone over”
Did you ever agree to something in a negotiation you now regret doing?
The biggest regrets. have around negotiations, is not backing myself and my worth and letting someone dictate my price. If someone doesn't see the value in what I do for my $$$ I move on. If it's not a HELL YEAH lets do this, then its a HELL NO...
Can you tell us about a time you’ve experienced imposter syndrome, or not feeling good enough? How did you overcome this?
I would be lying if I didn't have to smack this out of myself on the daily. It doesn't help that I was bullied for 15+ years and missed out on being protected and nurtured by my mum. I've always tried so hard to make people see my value and in some respects, that has served me well. The upside of imposter syndrome is always striving to be better. I don't see that as a bad thing necessarily.
What one tip would you tell your younger self about negotiating?
Don't get emotional. Separate all emotion and just stick to the facts, and know your worth!
Do you have a routine or habit that you practise that allows you to do what you do?
I try to meet someone new every day. Whether in person or online, I'm constantly growing my community.
Has there been one person instrumental to your growth and success? How did they impact you?
I wish I could say yes, but I would have to say, my growth and success has come from sticking it to those who said I would never amount to anything.
What has been your biggest or best failure and what did you take from it?
One of my most recent failures was forgetting to renew a domain name for my swimwear startup. It's annoyed the hell out of me but I am also 100% responsible for letting it slip. I have not given that brand the attention it deserves and I may have to look at letting it go soon.
How would you best describe what and who you currently are?
I'm a creative entrepreneur and digital PR strategist but if you ask my clients, I'm their biggest cheerleader, their spiritual bodyguard, and publicity pimp! When I am not working, I'm either working out, socializing or absorbing vitamin-sea... Sometimes, I combine all of the above at once!
What would you be doing if you weren't on your current path?
In primary school, I was hell-bent on being an Anchorwoman which is not so far removed from where I am now but by high school, I wanted to join the police force and become a forensic psychologist.
“I wouldn’t be as resilient as I am today without hardship. I see it as a blessing which continues to serve me well as an entrepreneur.”
Who has taught you the most about knowing your value in the workplace? We'd love to know what their advice was too!
To be honest, I struggled for a long time with this and its something I have had to figure out for myself. I generally had the mindset that everyone was replaceable in the workforce. That there was always someone waiting in the wings to replace you or another business ready to undercut you etc. It wasn't until I started to recruit people into my own business that I saw things from the other side. It's really hard to find good people/unicorns to work with you in your organisation. As an employer, your team can make or break your business. If you don't demonstrate to your team, that you value your own worth, how will they? It has taken some time, but I now see the unique gifts I have to share with the world and I back myself 100%
What's your personal quirk or point of difference that has helped you to excel in your field?
My mum used to call me her little sunshine. She said I had the ability to walk into any room and shine bright! To this day, my vibrant personality, generosity, passion, and zest for life continue to be my best assets along with my ability to easily befriend people and build meaningful relationships.
What's the worst piece of advice you've been given and why was it so awful/useful?
Probably the time a female MP told me I would be more suited to becoming a receptionist than continuing my career as a media and communications professional. What a slap in the face hey? Well, didn't I prove her wrong!
How would you describe you have got to this point in your life and career?
Without going into too much detail, I faced a lot of challenges growing up that would either make or break a person. For example, I went to 7 schools and was always the new girl, I survived bullying for the best part of 15+ years, and I ran away from home at 16 because I could no longer live under the same roof as my mother who, may her soul rest in peace, suffered from prescription drug addiction. I had to grow up FAST and had a lot of responsibility in the family home so I didn't have a normal transition from my teens to adulthood. I saw work as an escape so as soon as I was able to get a job, I got one and it was the only time I ever left the house. As a result, I developed an incredible work ethic. I could write a book on all the challenges I have faced in my 35 years, but I am grateful for all the lessons. I wouldn't be as resilient as I am today without hardship. I see it as a blessing which continues to serve me well as an entrepreneur.
How do you define a #NaturallyDaring woman?
A woman who stands her ground lives boldly is unapologetic but compassionate and isn't afraid of making a few haters along the way!
What’s your favourite quote?
Surround yourself with people who talk about dreams and goals, not other people.
Are you reading or listening to anything at the moment?
I spend all day trawling news sites, listening to podcasts and scanning emails from industry experts. Every day is information overload here, but I wouldn't have it any other way. I am a total sponge! I go through phases where I want to know more about something that ties into my work. Right now its data and analytics and lately I've been spending a lot of time on Harvard Business Review and BandT.
Who do you draw inspiration from?
I've always admired Betheny Frankel & Janine Allis. I find them super relatable, I feel like we are spirit animals.
