Asah Adolphe joined us for the month of July 2020 as an intern, and many of the team were involved in giving her some experience of different aspects of our work. Sandra Vogel, head of tech content and working journalist, volunteered to guide Asah through conducting and writing up an interview. This involves several different skills, including researching your subject, working out interview questions that will get you the results you think you need, and crafting an article out of what you learn. Below you can read the result – Asah’s interview with our founder Sam Howard.
It has been eight years since Sam Howard started The Comms Crowd, and it has never been more of a success than it is today. She discloses all in this interview from her favourite procrastination habits to her greatest career achievements and even admits how it was never her initial career plan to work in PR.
Earlier on in Sam’s professional journey she did not consider that PR would be her future career path and even resented the suggestion when her boss recommended it to her. Nevertheless, we can now understand that the software CEO had the right idea as his encouragement led her into the right direction, as she is now the head of a thriving comms agency.
As the creator of a ‘new breed of communications agency’, Sam’s main responsibilities are to ensure that the company is healthy, financially balanced and that that their clients are happy as she emphasises, ‘good enough is never ever good enough.’ Her determined mindset filtrated through every response she made to the questions I asked and accentuated why not only the company but her professional career has been such a triumph.
When asked about the key to developing an efficient team she explained that it is vital that each member is articulate, maintains a technical understanding and exhibits an interest in their role as this all contributes to the smooth sailing of the business. After all, an enthusiastic team builds the foundation for a successful, prosperous organisation.
In any professional field every individual is guaranteed to face hurdles and experience failure, Sam even acknowledged that to fail ‘is how you learn to become better at what you do’ and I could not agree more. When I queried the award-winning writer on the topic of failure, she confessed that she had failed on numerous occasions, which is understandable when you have twenty plus years’ experience in B2B tech PR. She recalled one ‘unpleasant’ experience which happened to be when she was relatively new to the industry and was approached with a new role in the city that she was not prepared for at that point in her career. She expressed it was an honour to be chosen for the job, so she completely ignored the skill level it actually required and ended up ‘leaping in’ and being devastatingly inadequate. Although, she added that headhunting is common in the industry, so it is all too tempting to take a role that you are not yet qualified to do.
It is fair to say that failure can open the door to many successes, Sam’s professional experiences reinforce this as she has accomplished a lot within her time in the industry. However, her greatest achievement she claimed was her having the incentive to start the Comms Crowd. In 2012 traditional work environments made it mandatory for employees to work in offices for long hours, and even getting a 4-day week or working one day a week from home was still frowned upon. Sam decided to go against this model entirely and set up a fully virtual agency with no office at all (and none of the overheads so no extortionate agency rates). Now in the midst of a pandemic, the model is finally recognised as the way to go, but Sam has been making it a success as she has ‘pulled-off’ managing a dynamic, efficient, and professional team that operates from various locations across the country.
The determination and passion that built this tech comms agency stemmed from Sam’s desire to collaborate and work with people she respected. She recognised from early on that it was unfair of the PR industry to have impractical expectations of its mainly female work force, therefore her aim was to embrace these expectations and create a flexible supportive environment, as she stresses that ‘your personal life and your children and your family and your dogs are as important as work and anyone who acts as if they’re not is kidding themselves.’ Clearly, staying true to these values is what stimulates and inspires her drive.
Sam was certainly not reluctant in shedding some light on the challenges she has come across in her career. She revealed, that when working in PR ‘it is vital to learn how to adapt as every client is unique and getting it spot-on with a client can always be tricky’. However, this does not seem to deter Sam and her team from reaching their goal and ultimately impressing their clients. In her view the most rewarding element in her role is witnessing her team blossom and seeing how her team manages to have such a positive impact on their clients.
The Chief Storytelling Officer went on to describe her typical day, and I have to admit it is very productive considering she works from home but it happens to be a routine that she has evolved over the eight years of running The Crowd. Intriguingly she gets to pick her own working hours which begins at 1pm in the afternoon until 7:30pm in the evening and she clarified that between those hours ‘she is in deep concentration.’ However, she promptly starts her day at 8:30am when most people are commuting to work so she can get an early start on her domestic tasks, then she goes outdoors to take her dogs for a walk and after that she would normally get in some exercise, such as Pilates swimming or cycling; as a result of COVID-19 her exercise routine has undergone some changes, unfortunately as we have all experienced this pandemic has affected our lives in many ways. Nevertheless, this has not deterred Sam as her routine remains proactive.
Maintaining a productive and successful work-life along with a satisfying balanced personal life can be stressful, especially when being the executive of a company, but Sam has the perfect yet quirky coping mechanism that helps her which she shares as ‘very calming.’ *Drum roll* it is…creating spreadsheets! Yes! colourful, bright, multicoloured spreadsheets is what relaxes her from a demanding day at work. After all, everyone needs a stress reliever.
I realised prior to conducting this interview that Sam is very ardent and committed in encouraging the next generation of talent. I asked her for any advice she could offer any young person considering a career in the field of PR or the media industry in general. She responded that individuals that wished to undertake a career path into Media and PR must have a ‘strong work ethic’ along with determination and an understanding that the industry is fast paced, she also stated that the person must take into consideration their skills and mindset; as the industry ‘ is competitive and changes like the landscape’. This interview with Sam Howard has been enlightening and informative with a hue of humour. Sam has shared inner and concise mental abilities it takes to be successful in the Media and PR world. She has shown us what it takes to be a part of the industry and the positive yet resilient, tenacious attitude one must have to succeed.