Meet Sherry

Sherry is the founder of Goldman Communications Group an award-winning public relations agency. Sherry works with companies and nonprofit associations and their leadership, helping them tell their stories and effectively reach key stakeholders. The agency offers strategic counsel messaging, media relations, corporate communications, thought leadership programming, community and industry relations, and crisis communication. Sherry is also an adjunct professor at the City College of New York. 

What's the biggest challenge for companies today that want to be seen, be successful, and be known in today's business and media environment?

I think the biggest challenge is being seen and being believed, there is so much stuff out there. Okay. And it's so hard to reach audiences because it's such a fragmented communications environment these days, I mean, you can get your news from whichever channel aligns better with your political views or not. So everyone's not watching the same T. Everyone's not watching the same newspaper on social media, which is fabulous. You choose to follow people who support your already known beliefs, interests, or commonalities, and it amplifies in your bubble. So you're not being exposed to everything that's out there. For companies or organizations, it's hard to crack into that bubble. It's hard to reach people who might be interested in what you're doing, or what you're offering, if they're not in your system, so to speak, if they're not following, and then I think the other big challenge and kind of running all over the place is being authentic. People put stuff out there because they want people to have it. But are they authentic? Do they know who their brand is? Is? Do they know who their target audience is? And how are you making that connection and maintaining that connection? I just think it's so challenging in this fragmented environment to build those relationships and keep those that you need as a company and an organization to succeed. And you know, this, Lori because you deal a lot in digital marketing. Companies put stuff out there. And that's important. But are they taking a step back and understanding who they're trying to reach? And I don't mean targeting them with your math. Because your people are very good at targeting but are they understanding the audience? And the audience cares? What's in it for me? And why should I care? So they understand the value proposition for who they're trying to reach. And then really looking to solve that pain point for that problem. And I think that's a challenge. It's a challenge in the environment we're in where everybody wants something immediately what everybody is, there is so much content out there. So you can say that a company necessarily won't be heard of. But if you and three of your other competitors are out there, how is your target? Customer, your target consumer, your target employee, differentiating you from the competition? And that's where public relations or other things have to factor in, you know, you know, what your brand is, but what's your reputation? How are you demonstrating? What you're telling people about your brand is? How are you showcasing it and being a resource? And that's where I think organizations are relying too much upon, at least that's what I've seen as well as just post it out there. And thinking it's out there, and people may know that they're gonna come and believe, and trust. And I think it takes a lot more to get people to believe and trust, we're a cynical society. There's a lot of competition out there. You know, a little plug from public relations which is what I do. And certainly digital and online is a very big piece of the puzzle and thought leadership. But how are you demonstrating that I mean, there's something to be said if someone's heard of three organizations, but one of them was written up about in the newspaper because the reporter thought had prevented it and thought it was smart enough or relevant enough that they wanted to write about the topic, or they showcased you in an article about a trend. And you're quoted, that elevates the reputation that differentiates you from the competition that comes with what we call that third party endorsement, which is someone else saying something about you.

And that's a piece of the puzzle that helps when they've seen your awareness on social media. And maybe they've clicked on your website, and it looks fabulous. But they all look fabulous. So how are they differentiating that article in a newspaper, that piece in the local news, that seminar or speaking engagements that you might have done in the community or the industry might be the point of differentiation to have their say, I'm gonna go with you. And I think that's where that whole marketing puzzle, the puzzle model that public relations need to factor into it to shelf showcase that a company and organization is helpful, is smart, is authentic. And that to me is very, very important. 

What are some best practices for getting started?

I'd say take a step back and have a long-term plan because I think everybody thinks it's gonna happen overnight. I'm gonna be on Instagram, I'm gonna have a million customers. And I think that everybody in general, wants everybody to know about them. And there is no such target audience, everybody, you will not be successful if you don't break it into a million things. Because, again, people hear what's in it for me, why should I care? So you may be selling a widget, but why, but a senior citizen may need that widget very differently than a college student, you could be selling gluten pasta, but somebody who has health issues, needs to hear about it very differently than someone who has diet issues. So once you understand who the target audience is and what's in it for them, then you have to understand where they are. Because again, all social media is not the same. I mean, if I'm trying to reach my nieces or college-aged students, we're not finding them on Facebook, that's for sure. So I don't have a great Facebook campaign. Conversely, if you're trying to reach people, 50, and over social media may not be the first place you want to be out there. You know, they're reading newspapers, they're going to community events. So I think it's really to understand who the target audience is, and understand them. So, you can create something authentic, and meaningful for them. There is not one message, there's not one program, and there's nothing that's going to reach everyone, even if you want to reach everyone, you may need five different programs, your b2b is different than you be the same. And the other thing that I would say, and I think most people are very guilty of is don't talk in your industry jargon. I think we're so used to again, in our bubble amplified people that we talk to all the time, we're in our industry, and we're assuming everybody knows what we know. I mean, I'm guilty, I assume everybody knows what public relations are. But they don't technology, people assume everybody understands their jargon. But the potential customers, the potential clients, the professional potential referrers of your business, may not understand it, and they're not going to do the work to understand this. Somebody has put me on an e-blast list for S A S, which has some kind of software every week. And I know that they are software that's very helpful to small businesses. But I guarantee, nobody knows what that is. So no one goes, let me look it up and see if I want their product or service. They hit delete. Now I'm curious, I Googled it, and found out what it was, but really how poor marketing is if your messaging in your email, subject line, your website, talks about things, that someone who needs your services, doesn't know what it is? So they don't know that they need your services. Okay, make your message for the For Dummies series, make your message for dummies. And that goes back to who's your target audience, the people who are referring you the people who are your prospective customers don't have that knowledge, protect, that's why they need you. So if you talk in technology talk or you talk in accounting, a lawyer talk, they're not going to understand they if they don't understand that they're just going to move on. They're not going to do the research. So really understanding that audience and talking to them in a way that is meaningful to them that they'll understand it go, I need that software. I need that piece of legal advice. I need that product or service. That's going to be the most important thing. And I think most companies don't do that. I think we're all guilty of we assume everybody understands it's easy to have one message for everyone. There is enough stuff people will get What I do, and that's not the case.

How do they apply these practices?

Oh, of course, individuals can do it. You are your brand, right? Yeah, fake authors, celebrities, and audit artists. But you are your brand. And you're your thought leader. And I think it's up to all of us to control, and manage what we want people to think about us, okay, it's up for us to tell our story. It's up to us to make sure we are visible, and what we want people to know about it. I'm sure that's one of the reasons you do the podcast, right? It's, it's a piece of what you're managing. So decide what you want to be a thought leader or know about. And then where do you want people to know about it, decide what your brand is, stick to it and tell your story? And I will say that one of the challenges is, when it comes to social media, everyone posts things everywhere. But if you're doing one thing professionally, maybe stick that on LinkedIn. But keep your stuff off of LinkedIn. And maybe just keep it on Instagram. Because if you're looking for a job, if you're looking for a promotion, if you're looking for industry positions are visibility. And people can look at it and either they see your political views or they see things that they think Wow, they're not as grown up as I thought they were, or oh my god, this, that will hurt your reputation. So you have to manage what's out there. And what's visible, and it's a challenge. There's no question about it.

Can you share your most successful or favorite networking experience that you’ve had?

Networking is a tactic of marketing. It's all about making exactly Yes. Yep. So it shouldn't be any different. Listen, I met you through networking Lord, you sure. I've got my first clients from my PR agency, which will be 26 years next month, through networking. My first client came from somebody I had been involved with in the Public Relations Society of America's New York chapter. And he and I had run industry awards programs together. And he said, my wife, is looking for a PR agency to handle a project. Bingo. That's how I got another one. I got my teaching gigs that way. Because I had been in awards judging met someone who said she ran an agency and also a track at Long Island University in public relations. And I'd say I'd be interested in exploring teaching someday. Two and a half years later, my phone rings and she says, Sherry, this is Abby, I have a teaching opportunity for you. I had forgotten I have even said that. And She taught and taught there for seven years. And now it's City College because someone else I know for networking had been called to teach there and she said it was a conflict, to call sherry. So almost every opportunity that I've gotten, has come through networking. Most of my clients come from referrals and referrals or networking. Networking is just putting yourself out there and meeting people and the challenge of networking is staying in touch. The best networking is not selling. I think when I go to networking events, sometimes people are just selling I sell this, I sell this, I sell this who do you know, I? I get standoffish. That's not what it's about. It's about making those relationships. It's about making those connections. It's public relations. Right? It's connecting one-on-one it's showing your smarts it's being a resource, it's being available, and over time and then the network is staying in touch. It will generate everything that you can have

So how do you stay in front of and nurture these relationships you've created?

I'm old school, I call, I write emails, I am that annoying person, I shouldn't say annoying person, that detail person that if we have a conversation, and you tell me, oh, when three months, my husband and I are going on vacation, I'm putting a note in my calendar. So in four months, I can ride, hey, just touching base, and how was that vacation, because people want to be remembered. So I like to make sure I touch base with people at least a few times a year. If there's an article that I see or something that might be relevant to their industry, I'm saying, Hey, I read this today, and it made me think of you let's catch up. So the more that you can remember what they say jot down notes, and then make sure you follow up. So I think the key is just to take the initiative but to be really as targeted as you can.

If you could go back to your 20-year-old self, Bruce, what would you tell yourself to do more or less of or differently concerning your professional career?

 I probably should have specialized I was the classic generalist in PA AR and I've done a little bit of everything. And my clients are across the board from Green Tech to consumer products to business services to nonprofits to labor unions. And I love the diversity. But I could never have predicted the world would have focused on specialist specialization. And I get calls from prospective clients going, Well, have you done cookies? We're looking for someone who's done cookie PR. Well, I've done cake PR Well, no, we only want cookies. So I think people are looking for specialization these days, which I don't think is necessarily good. I think there's something to be said for broader thinking and bringing that to the puzzle. But I probably would have specialized more. And then I was really shy. And I didn't speak up enough if I disagreed with something, or take more control of the situation. So I wish I had more of a spine back then. But I do now it just took me a little longer than most.

What advice would you offer that business professional who's looking to grow their network?

Oh, two things. Listen, everybody goes trying to talk talk, talk, listen, be a sponge, and listen and absorb what's around you. And then the other thing I would say is to be a resource. Always be willing to help in public relations. You know, you're always pitching journalists. What if you could be a resource for journalists? So maybe the journalist will say, Listen, I'm not writing a story about your client, but I'm doing it on this topic. How do you know if can you give me some background information, or if they're thinking of writing a story about your client, but they can't just write about your client? So maybe you give them to other companies doing similar schematics and write about the topic in your included? Okay, be a resource. I find too many people in networking going, I don't want to give away free advice. I don't want to give away free 20 minutes to talk to people. Why not? Why not be a resource? This is about demonstrating and showcasing that you are smart, that you are helpful. You have good information, particularly true if you're in the service business versus selling a widget. Be a resource people want to work with people who are available and thoughtful and we need to demonstrate that to be helpful. Make connections with other people. It doesn't always have to come back to you it will come back I guarantee it.

Connect with Sherry

linkedin.com/in/sherrygoldman

goldmanpr.net

facebook.com/GoldmanCommunicationsGroup

We've all heard it before. It's who you know. Welcome to Social Capital, a weekly podcast that dives into social relationships and why the

Hey everybody, Lori Highby here, welcome to the social capital podcast, our show notes are found at social capital podcast.com. To you the

tips, all podcast episodes and upcoming events. If you'd like to connect, make sure to send a note with your connection requests that references

communications group and award winning public relations agency sharing works with companies and nonprofit associations and their leadership,

Hi, Laurie. Good to be here. Thanks for having me.

Super excited to have you here too. I didn't realize you were an adjunct professor. That's another common thing that you and I have.

Oh, are you a professor too? I've been doing it for 10 years. It's fabulous.

Yeah, I did it for three years. And then COVID hit and I said I'm not teaching virtually.

Yes, we went back this semester. But then I did like four semesters, zoom. It was interesting. Yeah,

I just, you know, running a business and then trying to shift from in the whole in class like hands on model to virtual, I just, I didn't

I think the biggest challenge is actually being seen and being believed, there is so much stuff out there. Okay. And it's so hard to reach

beliefs or interests or commonalities, and it amplifies in your bubble. So you're not being exposed to everything that's out there. For companies or

want people to have it. But are they really authentic? Do they know who their brand are? Is? Do they know who their target audience is? And how are

important. But are they really taking a step back and understanding who they're trying to reach? And I don't mean targeting them with your math.

the environment we're in where everybody wants something immediately what everybody is, there is so much content out there. So you can say that a

demonstrating? What you're telling people your brand is? How are you really showcasing it and being a resource. And that's where I think organizations

obviously, which is what I do. And certainly digital and online is a very big piece of the puzzle and thought leadership. But how are you

elevates your reputation that that differentiates you from the competition that comes with what we call that third party endorsement, which is someone

And that's a piece of the puzzle that helps when they've seen your awareness on social media. And maybe they've clicked on your website, and

marketing puzzle, the puzzle model that public relations really needs to factor into it to shelf showcase that a company and organization is

I think the word that really stood out the most to me, there's lots of things I could comment on here. Don't get me wrong. But

N. I don't know what the word is. But being contagious? Yes. Yeah, yeah. Being authentic just stands out stronger than trying to be something you're

Absolutely. And I'm sure you've seen it. So many companies want to be something. But are they really walking the walk and not just talking the

gardens? If you're a bank, are you going there and educating people about how to buy a house on their credit scores and teaching kids about credit or

this fragmented media environment, it's how do you determine what's authentic? Particularly if you're not hearing directly from those people?

then you have an opportunity to kind of amplify that and all the channels where you are, but it goes down to what's the foundation of the house? And

100% I love that. So how would you recommend someone get started? What are some best practices to getting started?

I'd say take a step back, have a long term plan, because I think everybody thinks it's gonna happen overnight. I'm gonna be on Instagram,

need that widget very differently than a college student, you could be selling gluten pasta, but somebody who has health issues, needs to hear

great Facebook campaign. Conversely, if you're trying to reach people, 50, and over social media may not be the first place you want to be out there.

everyone, you may need five different programs, your b2b is different than your be the same. And the other thing that I would really say, and I think

jargon. But the potential customers, the potential clients, the professional potential referrers of your business, may not understand it,

They hit delete. Now I'm curious, I Googled it, found out what it was, but really how poor marketing if your messaging your email, subject line, your

that knowledge, protect, that's why they need you. So if you talk in technology talk or you talk in accounting, a lawyer talk, they're not going

important thing. And I think most companies don't do that. I think we're all guilty of we assume everybody understands it's easy to have one message

Yep. Yeah. And I like the emphasis on speaking to your your audience and even zoning in, I'm fan of zoning in and identifying who that

you're not going to be effective if you reach the masses that like everyone may have seen you, but nobody's going to understand why they need

mean it's going to work there. And I think people really need to understand that it's a lot more work, it could be four separate programs at that point

York Times, or CNN or even Fox News is a credible news source, than if they reported in the news, they're doing a story, you're standing on their

because you were chosen as one of the nine. So in public relations, we're always leveraging the influence of others, to help elevate you. And that's

Love that. Love that. Fantastic. It's so important. So let's, you kind of leaked into this a little bit with regards to influencers, but

Oh, of course, individuals can do it. You are your own brand, right? Yeah, fake authors, celebrities, audit artists. But you are your own

what you want to be a thought leader or known about? And then where do you want people to know about it, decide what your brand is, and stick to it

you're looking for industry positions are visibility. And people can look at it and either they see your political views or they see things that they

Not that No, I agree. Think

of yourself as a brand. And yeah, you know, what do you want to be? What's your reputation, your reputation, maybe a good worker, but a

line for my company in terms of, we don't post much our anything really on politics either way, because our clients are across the board, you know, so

ya know, it's I always like to share, you know, as asking yourself written reflection of like, what do you want to be known for?

Always think ahead, always think where you're going and not the now and sometimes it's a challenge. We're in a very immediate gratification

Yeah, exactly. Yeah. What is your big picture goal? All right, Jerry, this is a great time to pause for a quick message from our sponsor.

Social capital is sponsored by Keystone clique. Located in Milwaukee, Wisconsin, Keystone clique is a strategic digital marketing

Alright, Sherry, so we've been talking a lot about connections and just networking, just from a marketing PR perspective. But you know,

first, I should say networking is marketing and more. Networking is a tactic of marketing. It's all about making exactly Yes. Yep. So it

he said, My wife is looking for a PR agency to handle a project. Bingo. That's how I got another one. I got my teaching gigs that way. Because I

and taught and taught there for seven years. And now it's City College, because someone else I know for networking had been called to teach there

networking events, sometimes people are just selling I sell this, I sell this, I sell this who do you know, I? I get standoffish. That's not what

of it 100% agree with you that mean is your kind of good reflecting back on all your different connections and where brought you

someone asked me, Do you know someone that would be interested in teaching this or taking on this work? I love it. That's great. So Sherry,

yeah, I'm sure that that's where your reputation is. And we talked earlier about your reputation and your brand. I mean, that's where if

those resources, those referrals really, really helped make that differentiation.

Love that. So how do you stay in front of a nurture these relationships you've created?

I'm old school, I call, I write emails, I am that annoying person, I shouldn't say annoying person, that detail person that if we have a

something that might be relevant to their industry, I'm saying, Hey, I read this today, and it made me think of you let's catch up. So I the more that

Yeah, I think Initiative is a really powerful word there and, and reaching out in being the first one to acknowledge something or like

Yeah. And sometimes I'll drop the ball and I'm writing umbrellas. I haven't spoken to anybody. And I'm like, okay, so I write Nick. Oh, my

let's. Yeah, absolutely, it's good. Just to check in and see, I mean, people move changed and stuff is happening so fast, it's good to

And listen, it's a chance for you to learn, it's a chance for you to find a way to interject what you do. So maybe they'll think of refer you

Totally. What advice would you offer that business professional who's looking to grow their network?

Oh, two things. Listen, everybody goes trying to talk talk, talk, listen, be a sponge and listen and absorb what's around you. And then the

they're thinking of writing a story about your client, but they can't just write about your client. So maybe you give them to other companies doing

information, particularly true if you're in the service business as versus selling a widget. Be a resource people want to work with people who are

I love that. And you know it's funny because we talked about one of my rules of networking. This is another one is to give first yeah be

god. I probably should have specialized I was the classic generalist in PA AR and I've done a little bit of everything. And my

PR? Well, I've done cake PR Well, no, we only want cookies. So I think people are looking for a specialization these days, which I don't think is

took me a little longer than most.

Yeah, that's interesting. I always have the generalist or specialist conversation with my team. And it's something that I reflect

Show, I work for somebody, many, many years ago, one of my first PR bosses to start in the media. And he said, The best PR people know a

the industry is, you know, and in my case, you know, journalists change jobs every three minutes, and they're losing jobs. So if you think it's

Love it. Sherry, here's an opportunity for you to interview me, what is something you'd like to ask me?

Oh, gosh, Laurie, how did how did you get started? Or what do you see? I be curious from a personal perspective, and professional, the

Yeah, that's a really interesting topic. Because in the world of PR, and marketing used to be very, more on like, the messaging

use that same line off. We think a lot.

It's really where the social media stuff comes in, and like getting exposure getting someone else to, to write about you. So if someone

getting in front of someone else's audience. So that's Yeah, that's right. I think there's that intersection in the digital PR space.

I agree. And they do really do need to integrate, you know, and whether you pay it or you leverage it, I think it's definitely a piece of

Well, you can't put all your eggs in one basket. That's what it comes down to.

Well, you can but we know that doesn't work. Well. I mean, I've done that in the past. I'm sure you have things I've had client, you know,

Well, you have to, especially in the digital space, because you know, new channels and ways to communicate are popping up and fizzling

the platforms and, and not only the message itself, but how you communicate it. So I'm an advocate of using audio and video and images and texts and

differently.

And that goes back to what I started with and what we talked about, who is your target audience, okay, and who, who is that, and it's

the TIC tock video. It's not creating the giant event in the middle of Times Square, that may calm, but it's really building the foundation of the

Yeah, I love that. So I hear you've got a offer for our listeners, you want to talk about that for a minute.

Sure, Laurie, happy to I'm happy to do a free 20 minute consult with anybody that's interested, that's listener, and It'd be my pleasure.

up for you. Awesome, we will include that information in the show notes, Sherry, any final word of advice to offer our listeners with

um, make it a priority. I'm as guilty as the next person, when we get busy or we get overwhelmed. That's the piece that falls by the wayside.

love that. All right. So if anyone was interested in getting in contact with you, I know you shared some of that a little bit any other

Um, probably the websites the best thing but certainly, the email is Sherry sh E R ry at Goldman PR, gol de ma npr.net. And that they check

it's Sherry Goldman, my handle Sherry Goldman PR, so all over the place, and you certainly can connect with me in any of those places as well.

Cool. Great. We will include all that information in the show notes. Thank you so much for being on the show today.

Oh, thank you for having me, Laurie, it's been a pleasure. And I'm glad networking connected us because I know we're going to stay in that

so for sure without a doubt. All right. Well, this wraps up our episode of social capital. A huge thank you to Sherry for taking the

with. That's what it's all about. Go and build those relationships.

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