Strategies & Tactics

Creating a Fulfilling Practice With Flexibility and Choice

July 1, 2019

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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 kristine@spectrum-pr.com.

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