In August, I was given the opportunity to take on creating two Standard Operating Procedures (SOPs) for the Bakersfield Providence office. As someone who was not familiar with SOPs, I have discovered how crucial they are to creating a smooth and functional office atmosphere. These SOPs have not only improved my understanding of administration but have also empowered my fellow team members and future ones in office processes. 

What are Standard Operating Procedures?

A “Standard Operating Procedure (SOP)” is a detailed roadmap with clear instructions for performing specific tasks, processes, or activities within an organization. With a step-by-step guide, there is little to no confusion and interpretations, ensuring that the tasks are completed the same way every time.

By implementing the SOP, consistency exists in the organization, which creates a strong union between high quality and results. This is crucial, for example, when a new team member joins, as these procedures play a big role in helping them navigate and understand how the office operates.  

Successful Steps 

1. Identify and Understand the Process:  I first started with identifying what was needed, then completed research to ensure that I could thoroughly understand the process, as this will be the “how-to” guide for current and future team members 

2. Outline the Steps: Create a list of steps in chronological order. I walked through the process myself and made brief bullet points on what steps I took to create a rough draft. I then went back and added additional details to thoroughly describe each step. I repeated this step several times before I was confident in what I had created. 

3. Walk Through: Similar to a task I learned in middle school: “How to Make a Peanut Butter and Jelly Sandwich,” in which we completed a “walk through” of what steps to take to make this sandwich.  I attempted to follow my steps and see if I could complete the task in a high-quality manner. I started from step number one and made sure to add notes as I progressed onto the next steps, including additional information and removing what was not necessary. 

4. Visuals: As detailed and descriptive as my steps were, I noticed I needed visuals. I proceeded to take pictures of every single step I took, whether it was small or big and included the visual in the appropriate step. This created a visual learning option as well. 

5: Review and Refine: After adding the visuals and fine-tuning the procedure, I went ahead and shared it with fellow team members who are familiar with the process to gather feedback and ensure that the SOP is accurate, understandable, detailed, and aligned with the organization’s goals. 

6. Document Revisions: As I received feedback, I went ahead and updated the SOP to include those suggestions.

7. Training and Rollout: When the final draft was completed, I sent a copy to my team members to ensure that there were not any additional changes. After I confirmed there were not any additional changes, I uploaded the copy to the company files for current and future team members to access.  

Takeaways

As I’ve ventured into the corporate business world, I have uncovered that while Standard Operating Procedures (SOPs) might appear as straightforward documentation tools, their impact is significant. These guidelines are pivotal in promoting, consistency, efficiency, quality, and growth. SOPs embody qualities such as attention to detail and consistency, integrating them into daily practices. Essentially, Standard Operating Procedures are the hidden driving force behind operational excellence. 

By: Emmet McCormick 

In June, I had the opportunity to attend the PRSA 2023 Public Affairs and Government Summit in Minneapolis, Minnesota. Industry professionals from 44 states and three countries participated in this conference to engage in networking, knowledge sharing, and professional development. Attending this conference allowed me to meet individuals from diverse backgrounds, engage in stimulating discussions, and hone my public and government affairs skills. 

As I networked and interacted with my fellow conference attendees, I soon realized I was the youngest. Admittedly this was initially intimidating, but I quickly realized that this was an incredible opportunity for learning and growth as I engaged with experienced individuals, gaining valuable insights, and expanding my professional network.

Day One: Joint Information Center Best Practices

The summit’s first day focused on understanding and implementing best practices for running a joint information center (JIC). Through interactive sessions, we explored crisis management strategies, the importance of having a hazard plan, the significance of clearly defined roles, and the effective utilization of social media during crises. 

The day’s highlight was a simulated experience of dealing with a real-life crisis —an airplane veering off the runway and catching fire. As the scenario unfolded, additional complications arose. During this situation, I had the incredible yet nerve-racking opportunity to lead the first press conference in front of all attendees. It was quite an experience, and I felt I could embrace the challenge and handle myself with confidence and composure, effectively addressing the issue and responding to session leaders’ questions. The day was wrapped up with a quick social networking event to further get to know the other attendees. 

Day Two: Engaging Sessions and Inspirational Speakers:

The second day they featured an array of captivating sessions led by speakers from across the country. A presentation by the Library of Congress highlighted their innovative approach to social media engagement, sharing a fascinating story of how they collaborated with celebrity musician Lizzo. During her concert, Lizzo’s use of a historic flute from the Library of Congress exemplified the power of creative partnerships. It generated significant interest in the library from other celebrities and the general public.

Additionally, representatives from the Minneapolis Federal Reserve discussed the fundamental traits that define a successful brand—trustworthiness, innovation, and public service. They shared their organization’s goals and explained how they have effectively increased engagement on social media by hosting events throughout the year and offering exclusive tours to those who sign up for their email list.

Other notable sessions delved into workplace confrontation management and cybersecurity incident handling, addressing relevant and timely concerns in the field. 

The day concluded with a beautiful boat tour of downtown Minneapolis along the Mississippi River and a dessert social gathering at the hotel.

Day Three: Making Waves and Inspiring Change: 

The final day, although a half-day, was jampacked with relevant and engaging presentations. The speakers included an individual from Meet Minneapolis and the Minneapolis City Council president, who shared their experiences and strategies in revitalizing tourism after the unfortunate events surrounding George Floyd’s death and subsequent riots. Their insights offered valuable lessons on fostering positive change and rebuilding community trust.

Another intriguing presentation provided practical guidance in navigating complex and sensitive situations. Lastly, examining the ethical considerations of AI technologies served as a thought-provoking discussion, offering attendees valuable insights into the intersection of AI technology and public affairs.

In conclusion, the 2023 PRSA Public Affairs and Government Summit was an exceptional event that facilitated valuable networking opportunities and professional growth. Through engaging sessions and thought-provoking presentations, I gained insights into best practices, emerging trends, and real-world case studies. The knowledge I gained during this conference will allow me to bring new ideas and best practices back to Providence. This conference provided me with a wide variety of knowledge that applies to our work at Providence. From ethical AI practices, creating engaging and compelling content, how to handle the media and develop key messages during a crisis, best practices for developing a crisis plan for clients, how to treat coworkers with decency, best practices for handling conflict in the workplace, and much more. 

As a young professional, I seized the chance to learn from experienced individuals and leverage the conference’s offerings to maximize my learning experience. Overall, the summit was a resounding success, leaving me inspired and equipped with the tools and connections to make a lasting impact in our field. 

In March, I attended the 10th annual Social Media Marketing World (SMMW) in San Diego. SMMW is a two day marketing conference covering four areas of social marketing: organic social marketing, paid social, social strategy and content marketing. I was excited to take part in this event because not only was it my first time attending this kind of event but it was also my first-ever work conference! During the two and half days, I joined a couple of thousand attendees from all around the world learning, absorbing, and engaging in all things digital marketing. Here are my four key takeaways from the conference:

Know your audience and know them well.

One of the most important things to remember when creating strategies for your social media content is to tailor it to your target audience. You need to understand who they are, what they are looking for, and what motivates them to engage with your brand. One way you can do so is by asking current followers questions and engaging with them to deliver quality content and content that matters to them. 

Create content that matters!

Creating content specific to your audience, is essential for building a solid online social media presence. This includes staying current with the latest industry trends that apply to your audience’s interests and needs while remaining true to your product or service’s values and offerings. Avoid creating content solely for the “viral” factor. Instead, create meaningful and impactful content that resonates with your current followers and potential new ones. Keep it personal and authentic to you and/or your brand.

Artificial Intelligence (AI) is changing the game.

AI is revolutionizing the digital media landscape by offering powerful tools and technologies to help businesses automate processes, analyze data, and improve customer service. While the capabilities of AI seem limitless, it’s essential to remember that AI is not here to take our jobs but to help us be more efficient. Speaker Paul Roetzer said it best: “Think of AI as a really good intern.” AI allows us to improve our writing, think more strategically, streamline certain business areas, and have more free time, to name a few. 

Video is king.

Video content has quickly become the preferred format for digital media consumption. With the rise of Tik Tok, Instagram Reels, and YouTube, video content is more important than ever for engaging with audiences and building brand awareness. Video is taking content over by storm! It’s an easy way to create engaging and relatable content, allowing us to introduce products or services, educate your audience, and showcase your brand’s personality. Whether short-form videos for social media, long-form for YouTube, or live streaming for events, investing in building video content will help attract and grow your audience. 

At Providence, we strive to provide an engaging culture for our employees. Employee engagement builds a network of committed team members and significantly enhances our reason for existing:  to provide outstanding problem-solving services to our clients. Directly involving employees in company planning and its overall mission and offering a system of recognition for good work connects employees with their organization. 

Providing opportunities for professional development and growth, offering flexible schedules, creating a positive work environment, and recognizing and rewarding employees for their contributions are all ways to boost employee engagement. Employee engagement is integral to any successful business as it directly impacts productivity and morale. 

The 3 C’s:

1. Communication

Providing clear and consistent messaging allows team members to be on board with an organization’s goals, strategies, and operations with complete transparency. Provide opportunities for employees to offer feedback and suggest ways to improve workplace culture – be open to suggestions!

2. Connection

Community building is also a key strategy to connect employees with the workplace environment. Offering recognition programs, team-building activities, and social events can encourage a sense of community and foster mutual respect and collaboration among employees. These activities also contribute to a culture of respect and trust within the workplace environment.

3. Care

Studies show that people are more willing to back and support an organization they can connect with regarding overall community impact. Employees that can connect to the organization’s bigger picture and align with its mission will be more committed. Job crafting is another way to connect employees with your organization’s purpose, which involves reframing one’s mindset regarding everyday work activities. 

The Takeaway

Show care for your employees’ well-being by implementing beneficial company policies such as offering collaboration platforms, health benefits, and flexible schedules. Fostering employee engagement through the 3 C’s: communication, connection, and care, will ultimately make your business more productive and impactful.

The Maddy Institute, in partnership with Fresno State University, CSU Bakersfield, Stanislaus State, UC Merced, the Livermore Lab Foundation and Climate Now, hosted a one-day in-person and live stream educational summit to address the future of agriculture in California and the role of climate change. 

The summit was packed full of presentations and panels that highlighted the uniqueness of the San Joaquin Valley, the potential use of carbon storage in soil, and our agricultural contribution to the national and global economy.  

Karen Ross, Secretary of the California Department of Food and Agriculture, kicked off the summit with accolades about the San Joaquin Valley (SJV is one of the top 10 producing counties in the country) and applauded the partnerships between universities in support of Agriculture and Innovation for combating climate change. 

We heard from global and local leaders in agriculture, including Hector Lujan, CEO of Reiter Affiliated Companies, Daniel Hartwig the Director of Sustainability from Woolf Farming and Processing, Joe Del Bosque, CEO of Del Bosque Farms, Dennis Parnagian with Fowler Packing Company, Bill Smittcamp, President and CEO of Wawona Frozen Foods and Sarah Woolf from Water Wise. 

The common theme shared among these panelists is farming is extremely challenging and the ag business is truly working toward sustainability.  What makes this very difficult are the policymakers that continually impose hurdles for farmers to climb.  Farming is extremely difficult with constant re-direction from policy makers and the lack of water infrastructure.  As the world’s agriculture powerhouses, these local farmers, ag businessmen and women asked why the Central Valley is not just as valued as the “specialty crops” we export worldwide.  The “specialty crops” grown in our valley: berries, grapes, citrus, nuts, melons, and more, bring joy and families and friends together, and without them, we would be left with corn, wheat and soybeans.   

Jennifer Pett-Ridge, Senior Staff Scientist from Lawrence Livermore National Lab (LLNL) shared how carbon affects the soil. She focused on her findings from the LLNL “Getting to Neural Report”, published in January 2020. The study looked at the opportunity to increase the process of sending CO2 into the soil, and they found that by far, the cheapest option was from forestry and agriculture.  With a price point of $11/ton of CO2 from forestry or agriculture, compared to direct air capture with a a price of $500 or more per ton of CO2, they posited that carbon through forestry/biomass or agriculture is affordable and a money maker.  

George Peridas, Energy Program Director of Carbon Management Partnerships from LLNL spoke briefly on the Economics of Carbon Geologic Storage on Ag Lands.  Due to climate change, he shared that the Central Valley is highly suitable for carbon storage. He provided a timeline visual of how deep the CO2 will be stored underground, the CO2 that will be stored will go as deep as the “Cretaceous” level of rock (greater than 1km). How does this work, you may ask? Well…solid rocks have microscopic space inside of them, where the CO2 will be stored, and this will not interfere with the groundwater. It is not a hard process to put the CO2 inside the rock, but getting it back out is difficult.  

California State University, Bakersfield, Economics department presented on the global market and changing policies for exports and organics. UC Merced offered the latest on their “Smart Farm” experiment, including robotics and the future of large-scale farming. Stanislaus State contributed findings on incentivizing fallowing land use for cover cropping and repurposing land in small rural disadvantaged communities in the San Joaquin Valley. Fresno State highlighted its Water, Energy and Technology Center, which supports water, energy and ag-tech innovators and entrepreneurs on their path to commercialization through training, coaching and networking. 

Mark Keppler, Professor and Executive Director of The Maddy Institute, closed the day, thanking all stakeholders.  He encouraged these continuing conversations, to maintain economic viability, environmental sustainability and social equity of valley agriculture. Additionally, these conversations are necessary and crucial to national security.  

Due to the summit’s success, about 200 people attended in person and 450 viewed it online, Mark Keppler advised attendees to keep an eye out for the 2024 summit to continue the conversations around sustainability and valley agriculture. 

Strategic Planning is an essential process for any organization seeking long-term success in their business. According to a recent Forbes article, there are seven key steps to effective strategic planning.

1. Asses the Market

First perform an industry analysis by assessing the market’s competitive landscape, trends and external forces with reliable data backed by thorough market research. 

2. SWOT Analysis

Conduct a realistic internal analysis of your company’s strengths, weaknesses, opportunities and threats (SWOT). 

3. Shared Vision 

Involve all levels of your company in active participation of the planning process. From leadership to employees and stakeholders, all members should work towards a shared company vision as a collaborative effort.

4. Set Goals

Set specific and measurable goals that align with your organization’s mission. 

5. Prioritize 

Prioritize company objectives and allocate resources according to their order of importance.

6. Roles & Responsibilities

Clearly define roles and responsibilities to create an effective system where work is monitored, and every member is accountable for their task. 

7. Review 

Employ metrics to measure the company’s success and regularly review your plan, revising it when necessary to ensure your organization maintains relevance within its industry. 

Strategic planning is not a one-time event, but a continuous process. Strategic planning is most effective when conducted annually and reviewed consistently throughout the year to ensure your company stays on track. Employing metrics of success such as Key Performance Indicators (KPIs) is also important to ensure your company is achieving its goals in a measurable way and on schedule.

It’s important to leave room for flexibility in your plan to better adapt to the changing market, rise in competition or any unforeseen obstacles. Utilizing these seven strategic steps will increase your chance of thriving and remaining relevant in a competitive business environment.

“If you fail to plan, you are planning to fail!” This famous quote from Benjamin Franklin proves true when it comes to business.

Business planning is critical for any organization’s success. A well-crafted plan creates a roadmap of success for your company and marks out strategic tactics to achieve your goals. Devoting time to planning can lead to more long-term sustainability and keep your company on track. A common thread in failed businesses was a reported, “lack of business planning.” A study conducted by the Bureau of Labor Statistics showed 20% of small businesses fail in their first year and approximately 50% in their fifth year.

So, what exactly does business planning entail?

• Outlining your business objectives and laying out tactics to accomplish them.
• Conducting market research and analysis of your industry, competitors, customer segments, target demographics and financials.
• Consistently monitoring progress, and when necessary, employing mitigations and updating your plan to adapt to the changing market landscape.

Key components comprising a successful business plan include:

• Executive Summary – a company overview of goals, strategies and financial projections.
• Business Description – a synopsis of a business’ function, purpose, mission and values.
• Market Analysis – an analysis of a company’s industry, target market, competitors, customer needs and trends.
• Operations and Management – the organizational structure and key personnel. 
• Financial Plan – financial projections such as cash flow statements, income statements and balance sheets.

Establishing realistic goals and allocating the time and resources to achieve these objectives also allows your business to establish Key Performance Indicators (KPIs) more accurately.

Whether you’re a veteran in your industry or a brand-new start-up, business planning is essential to navigating a path to success. It also serves as a tool to attract investors – if a plan is in place with realistic profit margins, it offers potential investors a sense of security in your business.

In closing, a business plan helps to identify potential challenges and opportunities while developing strategies to address them. Developing a comprehensive business plan allows you to enhance company operations to achieve long-term growth, profitability and ultimately sets your business up for success. 

When you think of a Public Relations professional, what are some of the first characteristics that come to mind? For me, it is an outgoing personality, and the ability to adapt quickly and think on your feet. This May, PRSA’s (Public Relation Society of America) Travel & Tourism section hosted a conference filled with hundreds of these individuals from all sides of the PR industry – from freelance journalists and content creators to podcast hosts and other PR peers. After two years of COVID shutdowns, attendees were even more enthusiastic about gathering and made the most of our time in the beautiful city of Spokane, WA.

This four-day event was filled with information and insight from some of the industry’s top leaders. Here are five key takeaways that I brought home following the 2022 conference:

1. Pitch relationships, not news.

Journalists are people too, and sometimes the work that they put into their publications can take weeks and even months to write. That being said, they need a solid PR partner to help with the details that drive the story. While we are all eager to get earned media quickly, it is extremely beneficial to connect with the journalist on a personal level first. Do research on who they are and what excites them and then pitch them a story that would be meaningful to them. Ensure the journalist that you will be on their team to help gather the best content for their piece. When it goes to print, celebrate together!

2. Team up with industry players.

Often times we are weary of rivalry from competitors in our industry, but depending on the nature of your work, you may want to think more collaboratively. During the conference, PR folks from neighboring (competing) tourism destinations spoke about the benefits of teaming up to form coalitions for additional coverage. By working together, they can pitch regional road trips specifying unique features of each stop and dividing the costs for host trips. Freelancers in the room agreed that they value these collaborations and appreciate detailed itineraries for their host trips.

3. Leverage your resources.

Did you know that iPhones can now capture RAW footage through your built-in camera app?! Technology today is so advanced that companies can now take quality photos and videos for social media without the expensive equipment that was once required. Apps like Adobe Lightroom and InShot are also great editing tools to spice up content right at your fingertips!

4. Network, network, network.

Attending a conference is so much more than PowerPoints and note taking – you can do that online for much less! There is a strategy behind the “optional dinner outings” and group trivia, and that is to connect, collaborate, and learn from others in the industry on a personal level. This conference did a great job at incorporating time for attendees to network with each other, connect on LinkedIn, and brainstorm ways to apply what was taught in the classroom. One of my favorite sessions was the opportunity to deliver a pitch and receive live, on-the-spot feedback from journalists. What a great way to drive conversation and extend your professional network, all while tailoring the perfect pitch for your client.

5. Keep motivated with self-care.

As we build our professional skills, we can’t disregard our personal development and wellbeing. Keynote speakers, Cheryl Strayed and Jimmie Allen, spoke on the importance of living a great life to enhance your career and build leadership skills that transfer into the workplace. “Trust your clarity. Keep learning. Keep seeking.” There are just a couple of the takeaways that remind us to create balance and maintain a wholesome, successful career.

Here are some Q&A insights from our excellent interns!

Sabrina Pola, 22 

Sabrina graduated from CSUB with a degree in Communications and an emphasis in Public Relations.

• What was your biggest challenge during this internship? And how did you overcome it?

The biggest challenge I faced during my internship was content creation. Sometimes, we are limited on photos or need to make sure they are cohesive with the client’s branding. To overcome this, when I was making a graphic for a client, I made sure to get feedback from my peers and make edits based on suggestions.

• What did you feel was the most rewarding part of this internship experience? 

The most rewarding part of this internship are the connections I was able to make with everyone in the office. I’ve never experienced a work environment where everyone is willing to help answer questions, collaborate on tasks, and encourage one another.

• Do you feel you gained any new skills or techniques during your time at Providence Strategic Consulting, Inc.? 

I feel I gained a lot from this opportunity! I was able to work with real clients. While working with them, I was able to gain experience managing multiple social media accounts and how to reply to comments as a business. 

• How did the internship program and our company help (in your chosen field)?

Providence has helped me take the skills and knowledge I learned in college and apply them to real situations, real clients, and real accounts. I was also able to learn new skills and software that I will be able to apply to a future position.

• What’s next for you in your career path? 

As I graduate college, I am looking forward to my future career and what I can do to help clients. I am considering applying to graduate school to earn an MA in Communications Management.

Madison Feola, 24

Madison is a student at CSUB in the Communications Program.

• What did you feel was the most rewarding part of this internship experience?

Watching the Goodwill Instagram page grow through our social media contests. I feel like those were the projects I put a lot of myself into and they turned out well, so I’m happy it paid off. 

• Do you feel you gained any new skills or techniques during your time at Providence Strategic Consulting, Inc.?

Before coming here, I wasn’t very familiar with a lot of the software that we use and now I can confidently go forward using them in the future. 

• How would you describe the internship program to your peers? Would you recommend our company?

A great experience that taught me a lot about communications! I would 100% recommend Providence because the company is great for everyone, they specialize in just about everything!

• How did the internship program and our company help (in your chosen field)?

It has solidified my love for Public Relations and has given me a better idea of what I want to do in the future for my career. 

• What’s next for you in your career path?

I still need to finish my last semester in college, but I hope to squeeze in another internship before doing so, and then after that continue my PR career path.

Interested in learning how to create the best communications strategies and tactics while working with industry professionals? Are you pursuing a degree in public relations, public affairs, or a related field?

If you think Providence Strategic Consulting Inc. could be a good fit for you, read more about our internship program or email us at consult@provconsult.com.  

Issue advocacy is similar to selling a product – it’s about winning support through effective communication. The essential goal of issue advocacy is influencing public opinion, by effectively communicating with the media, elected officials, and other stakeholders – that’s why a strong communications strategy is the driving force in a successful campaign. It’s your chance to shape a story with tailored content consistent with your organization’s messaging –securing your brand image.

Issue advocacy involves developing a comprehensive and strategic communications plan that fights for or against policies or other issues that affect businesses, organizations and communities. The primary goal is to educate and engage targeted audiences to influence policy decision-making. The main motive here is successfully delivering a call to action.

Why is Issue Advocacy SO important in Kern County?

Kern County has a long history of successful businesses and coalitions in the energy sector such as oil, gas and renewables. The region is booming with innovations in the sector, particularly with carbon capture and storage for renewable energy production. 

Certain industries that absolutely NEED advocacy are energy, water, agriculture, healthcare, commercial development, and government. Providence has a proven track record of assisting clients in these sectors in successfully navigating the issue advocacy landscape. We’ve had the privilege of working with developers, on large-scale solar projects, agriculture and water, transportation and of course, energy. As major policies demand frequent change in these sectors, professional assistance is a MUST. We handle all strategic communications when it comes to issue advocacy and tailor a plan fitting to the organization’s goals and needs.

What is Strategic Communications?

Strategic communications entail incorporating a purposeful narrative that conveys company core values, principles and initiatives. Another key element of communications is keeping messaging consistent across all communications channels. It’s more than simply disseminating information- the work calls for a response with targeted messaging.

Communications Platforms:

– PR and media outreach

– Social Media

– SEO, blogs and website development

– Newsletters and key messaging materials

Advocacy communications can include materials such as policy briefs highlighting relevant research in the form of fact sheets and pamphlets. Organized meetings can also be an excellent way to support overall communications efforts when done correctly. We like to encourage our clients to “set the table” first. Laying the foundation at the start is critical and will usually dictate whether the outcome is a success or not. 

Advocacy + Communications

Believe it or not, there is a right and a wrong way to go about advocacy. Advocacy communications begin with crafting on-brand messaging that speaks to your target audience while keeping the social and political climate in mind. Developing effective messaging means stimulating dialogue with the media, community leaders, and legislators. Moreover, building and maintaining relations with media personnel covering the issue can add to the campaign’s efficacy.

A strategic communications campaign for issue advocacy can be a lengthy process but the return on investment is evident when led by a skilled public relations agency. We work hard to gain the public’s trust and execute policy objectives on your behalf with decision makers. Our expertise lies in building strong communications strategies from the ground up!

A Bit About Us

Providence specializes in creating strategic communications plans unique to our clients. We have extensive experience working with a variety of nonprofit organizations as well as oil, agriculture, large commercial developers, and healthcare industries. With offices in Bakersfield and Fresno, Providence provides unique contributions to the businesses who power our economy. We know what is required for successful issue advocacy for industries particular to this region.

Need assistance with building a top-notch communications plan for issue advocacy?

 Contact us!