Strategies & Tactics

Creating a Fulfilling Practice With Flexibility and Choice

July 1, 2019


I never thought I would be an entrepreneur. I am hardly a risk taker and prefer a steady plan. Then, I learned sometimes getting comfortable with the uncomfortable can have profound benefits.

For nearly 10 years, I served as spokesperson and led the media relations department of a large public university. The university’s president, with whom I had a strong working relationship, had the opportunity to lead the state’s university system and left to move into that role. When a new university president arrived, new leadership priorities were established, and there was a dramatic shift in the institution’s culture.

Following the leadership transition, I opened my eyes to new personal and professional opportunities. At the age of 36, I considered the idea of expanding our family of two adults and two Labrador retrievers. I realized if we wanted to have children, it was now or never.

So, we began down a new path that led to having twins. Although the concept of being a stay-at-home mom was extremely appealing, it also was scary. Until that point, I worked so hard to climb the professional ladder. I had never been a mom and certainly not a mom to two babies.

I decided to do what many moms do — try to find balance in both my professional and personal lives. While pregnant, I founded Spectrum Public Relations, created a website and promotional materials, and slowly connected with clients. 

Before the twins’ first birthday, we opted for part-time childcare, allowing me to create a business to-do list, support clients more regularly in a part-time role, and begin reaching out to possible new clients.

Building the business

Like most first-time business owners, I was knowledgeable in the tactics and strategies of my chosen profession but had to quickly learn about all of the not-so-glamorous aspects of owning a business — from taxes to contracts to networking. I had to determine what I wanted for and from Spectrum PR, what was worth my time, and what I could and should outsource. I opted for a virtual agency model that allows me the flexibility to enjoy both my family and career.

Over the past eight years, I steadily built the business. The team at Spectrum PR is privileged to work with diverse entities, including a variety of businesses, schools, colleges and universities, and nonprofits.

Spectrum PR’s specialized team members, who are located across the country, work hard to support clients’ individual needs and long-term strategies. The team is made up of collaborative experts in their chosen field, who are carefully matched and aligned with the expanding needs of our clients. Owning and managing a virtual PR agency allows for collaboration and innovation, and helps me find balance.

The path I chose lets me have the best of both worlds: the ability to be with my two young children for special moments and experiences, as well as a fulfilling career with flexibility and choice. Life changes that once were job-enders, like growing families, are now manageable. Virtual teams are a growing norm, and an attractive option for new generations craving career flexibility. 

Kristine Gobbo

Kristine Gobbo is the founder/president of Spectrum Public Relations, a full-service marketing and PR firm located in South Florida. Contact her at


No comments have been submitted yet.

Post a Comment

Editor’s Note: Please limit your comments to the specific post. We reserve the right to omit any response that is not related to the article or that may be considered objectionable.


To help us ensure that you are a real human, please type the total number of circles that appear in the following images in the box below.

(image of five circles) + (image of eight circles) + (image of seven circles) =



Digital Edition