As International Head of Media Relations and Group Advertising at GoPro, Kelly Baker has facilitated the model’s greatest and most profitable advertising applications 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. Members had an opportunity to earn an equal share of a $1 million payout. The corporate obtained 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 group.
Baker’s grounded but vibrant persona beams by her work. Nonetheless, 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 house and a necessity for her inventive 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 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 execs?
Baker: The one piece of media I can’t dwell with out is the Sunday New York Occasions – in print. It takes hours to correctly learn, nevertheless it’s the most effective components of my week. It has the whole lot I might must know, from worldwide coverage and international economics to enterprise, tech and cultural developments. 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, “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 take advantage of Notes for the whole lot – To Do lists, assembly recaps, random brainstorming ideas, campaigns I examine that I feel are intelligent, information or developments that would apply to my work, and admin issues that I at all times neglect however want to seek out. If I die, don’t hassle scrubbing my e-mail or looking 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, inventive and fast-paced. To me, it’s a device for inspiration.* It helps “unstick” me from a inventive 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 inventive 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 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 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 atmosphere the place I used to be inspired to evolve. I used to be given great skilled alternative, nevertheless it got here with a subtext of, “You’re gifted, however it will be nice for those who could possibly 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 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 daily. It’s a core tenant of my administration fashion and a benchmark for the way I consider different leaders. Additionally, Hippocrates stated, “In the event you’re in a nasty temper, take a stroll. In the event you’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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