Pilates & Publicity: Joanne Sgro-Killworth of 10 to 1 PR
In this series, we flip the script and put 10 to 1 PR team members in the interview seat. Get to know Joanne Sgro-Killworth, Sr. PR Executive at 10 to 1 PR:
Tell us a little about yourself.
I am Joanne and my passions are Pilates and publicity. I have an amazing family. We are blessed with kids who are great at sports and the arts. I have 20+ fitness certifications and love to sing. I also have a secret love of 80’s hairband rock.
Joanne with her Emmy
What is your most memorable PR experience?
Having a client live on CNBC from the NYSE.
What is your proudest accomplishment?
Winning an Emmy and being on the cover of Women’s World Magazine.
To celebrate the Thanksgiving holiday, members of the 10 to 1 Public Relations team respond to the question, ‘What are you thankful for this year?’
I’m grateful for the personal life achievements and collective health of my family, as well as my work family! Even with all the challenges related to the pandemic, we continue to thrive and support each other in our efforts! Oh, and I’m also thankful for coffee.
Josh Weiss, President
I am thankful for my family who have supported me through this past year as I finished up my bachelor’s degree and started my career with 10to1!
Mackenzie Nintzel, PR Coordinator
Mayra, Mackenzie, and Rachael at the 10 to 1 PR office
I am thankful for all the individuals on our wonderful team at 10 to 1 PR who bring positive and creative ideas every day to help one another so we can be our very best for all our clients.
Laura Slawny, PR Director
This year I’m thankful for my good health, joining an amazing PR team, and being able to see my loved ones in person for Thanksgiving.
Michelle Bolden, PR Coordinator
I’m thankful for my family’s/my sister Aimee’s dog named Marla. She keeps me company on my work from home days and she gives me an excuse to go on a walk.
Rachael Clifford, PR Executive
Marla the Dog
I am so thankful for the incredible year I’ve had. I got to travel to new places, landed my dream job, and made special memories with my family and friends.
Mayra Vasquez-Chavez, PR Coordinator
I am thankful for my children and husband, who put a smile on my face everyday. I am also thankful that I was finally able to visit my parents and siblings this year.
Joanne Sgro-Killworth, SR. PR Executive
I moved to Arizona this year and I am very thankful to everyone who supported me and made me feel welcome. I am grateful for a healthy work environment, great team, wonderful clients, and the super nice journalists who make me want to do better professionally, every day. From the best bunch of PR nerds – Happy Thanksgiving everyone!
Smriti Shakargaye, PR Executive
I am thankful for my health, the health of my family and friends, and for my sister’s Thanksgiving mashed potatoes.
10 to 1 Public Relations (10 to 1 PR), a Scottsdale-based strategic communications firm, was named the winner in their category at the Better Business Bureau Pacific Southwest region’s 2021 BBB Torch Awards for Ethics. The award, presented on November 17th at an awards ceremony held at the Waldorf Astoria’s Arizona Biltmore Resort, honors top greater Arizona businesses for ethics and integrity.
“We want our employees, customers, partners, and members of the media to trust us, which allows us to do our jobs most effectively and efficiently,” said Josh Weiss, President and founder of 10 to 1 Public Relations. “Winning the BBB Torch Award for Ethics is a true honor and testament to the integrity and excellent work our team does every day.”
Finalists were selected by an independent panel of volunteer community leaders based on criteria established by the International Association of Better Business Bureaus. It is the organization’s highest award designed to highlight outstanding ethical businesses.
“Honesty builds trust, which is a vital aspect in the success of a business. For 19 years, BBB has been recognizing outstanding companies in Greater Arizona for their solid commitment to doing things the right way and we are so proud of our 2021 winning businesses,” said Shelley Bradley, Director of Signature Events at BBB Serving the Pacific Southwest.
All finalists completed an evaluation where they demonstrated their commitment to ethics and trust in four categories: Character, Culture, Customers, and Community. Finalists also illustrated the character of their organization’s leadership, how an authentic culture is being fostered, how the company prioritizes its relationship with customers, and the impact the organization is making in their community.
10 to 1 PR received high marks in all categories for its efforts to build a team culture where everyone supports each other; investing heavily in the professional development of its employees; a ‘No Jerks’ policy that applies to both team members and clients; transparent and honest client communications and media relations; and supporting the local community with in-kind services.
Weiss added, “We’ve been fortunate to win several industry PR awards over the years, but this award from the Better Business Bureau is special since it’s based on more than the results we achieve for our clients, but how those results are achieved.”
10 to 1 PR has built a diverse clientele of businesses across the U.S. and the globe from numerous industries including financial, health and wellness, professional services, real estate, manufacturing, mechanical and construction, technology, and transportation. The company collaborates with each client to develop a custom strategic communications plan built around achieving the client’s desired results.
Should public relations for charities and nonprofits be implemented differently compared to for-profit businesses?
For nearly 20 years, I’ve been asked a variation of this question by nonprofit leaders. Since I launched my PR firm about a decade ago, the question comes even more frequently. While most of our clients are for-profit businesses that are national or in several markets, we have also worked with a handful of charities and nonprofits over the years, some that are nationally focused and others local only to a single media market.
When it comes to PR tactics, it doesn’t matter if you’re a for-profit or nonprofit. Sure, a nonprofit might be focused on specifically promoting its fundraising or education efforts, but when you boil it down, it’s really promoting a service, product or idea just like a for-profit business.
I’m constantly impressed by the mission-driven focus of the many nonprofit leaders that I’ve worked with, and I believe business leaders can learn a lot from their passion and commitment to achieving an end goal. The challenge is that some nonprofit leaders fail to understand that their organization is a type of business too and that public relations is a key ingredient to achieving success for their overall mission. Many times, and for various reasons, nonprofit leaders have the wrong mindset and don’t recognize or believe they should adhere to the proven PR recipe that many businesses follow…
The following post includes excerpts from two Entrepreneur articles written by 10 to 1 Public Relations President Josh Weiss.
“I’m often asked by other entrepreneurs how I grew my public-relations business and how I gain new clients. There are several examples I can share, but I usually start with one answer they don’t expect. I talk about the importance of attending networking events.
What’s great about networking events is that they work for you no matter if you’re a new business or one with a long history.
You can be a novice or an expert, yet you potentially have the same opportunity to meet meaningful contacts as every other person in the room.
Before I walk into a networking event, I pump myself up with a simple thought: There’s one person in the room that I’m supposed to meet…”
“In-person networking events are returning as more and more people feel comfortable gathering indoors with larger groups of strangers. To some, networking is easy and fun, but to others, it’s an uncomfortable chore. As someone who has utilized networking to grow my successful public-relations consultancy, here’s a primer on networking and how you can get the most out of these events.
When identifying the kinds of networking events you’ll want to attend, the first place to start is understanding what type of people you’re trying meet.
If you’re a residential insurance professional, you may find potential leads at any event, but if you’re only focused on medical professionals, you’ll want to be more selective about which events you attend.
Once you know the kind of people you are trying to connect with, you’ll need to identify the kinds of events that will provide opportunities to meet these people…”
10 to 1 Public Relations Wins 2 National Globee® Awards for PR Agency of the Year and Best COVID-19 Related PR Campaign of the Year
Scottsdale-based strategic communications firm 10 to 1 Public Relations won two gold Globee® Awards as part of the 6th Annual 2021 American Best in Business Awards.
10 to 1 Public Relations was named PR Agency of the Year recognizing the firm’s resilience, growth, and dedication to its clients during the coronavirus pandemic. 10 to 1 Public Relations also received another Globee award for PR Campaign of the Year related to COVID-19 for its campaign to help a client test over one million people in the U.S. during the pandemic.
“While last year was challenging for many businesses and individuals, we are proud that 10 to 1 PR was able to adapt quickly and seamlessly to be the best possible resource and advocate for our clients. Our success is evident in the results we have generated on behalf of our clients, and it’s an honor to be recognized for these efforts by the American Best in Business Awards.”
Josh Weiss, President and founder of 10 to 1 Public Relations
In recent years, the strategic communications firm has earned numerous industry accolades including 4 national Agency of the Year awards (Bulldog PR Awards, Titan Awards, PR World Awards, and the Stevie Awards), and local Agency of the Year honors from the Public Relations Society of America Phoenix Chapter. 10 to 1 PR was also named a Finalist for the second year in a row for the Better Business Bureau’s Torch Awards for Ethics this year.
The American Best in Business Awards are open to all organizations with at least one or more offices in the United States of America. All organizations operating in the U.S.A. – large to small and startups, government, public and private, for-profit and non-profit – are eligible to submit nominations to the American Best in Business Awards in a wide range of categories honoring achievement in every aspect of business + work life. More than 35 judges from a wide spectrum of industry experts participated in the judging process.
10 to 1 Public Relations Named Finalist of 2021 BBB Torch Awards for Ethics
Better Business Bureau Serving the Pacific Southwest (BBB) has named 10 to 1 Public Relations, a strategic communications firm serving clients in varied industries such as healthcare, technology, transportation, finance, and more, as a finalist for the 2021 BBB Torch Awards for Ethics, sponsored by Desert Financial Credit Union. The program raises awareness in marketplace ethics and honors businesses that operate with integrity.
“It is such an honor to be recognized as a finalist for the BBB Torch Awards for Ethics for the second year in a row, as each member of the 10 to 1 PR team works hard every day to perpetuate mutual respect and trust among each other, our clients, and the media,” said Josh Weiss, Founder and President of 10 to 1 Public Relations.
“This recognition shines a spotlight on our culture of consistent and genuine integrity, which has been the basis of our strong and rapid growth over the last year.”
Josh Weiss, Founder and President of 10 to 1 Public Relations
BBB Torch Awards for Ethics is one of the highest honors BBB bestows upon a company, and is designed to highlight outstanding ethical businesses. Finalists are selected by an independent panel of volunteer community leaders based on criteria established by the International Association of Better Business Bureaus.
All finalists completed an evaluation where they demonstrated their commitment to ethics and trust in four categories: Character, Culture, Customers and Community. Finalists have illustrated the character of their organization’s leadership, how an authentic culture is being fostered, how the company prioritizes its relationship with customers, and the impact the organization is making in their community.
“Honesty builds trust, which is a vital aspect in the success of a business. For 19 years, BBB has been recognizing outstanding companies in Greater Arizona for their solid commitment to doing things the right way,” said Shelley Bradley, Director of Signature Events for BBB Serving the Pacific Southwest. “This esteemed award recognizes business leaders who demonstrate a superior level of character and ensure their organization’s practices meet the highest ethical standards, thereby generating trust.”
Winners will be announced at the in-person signature event on November 17, 2021 at the Arizona Biltmore Hotel. Finalists, winners and judges will also be celebrated through a visual digital campaign on BBB’s social media channels. For a complete list of this year’s BBB Torch Awards for Ethics Finalists visit torchawards.bbbcommunity.org.
10 to 1 Public Relations Doubles Down on Winning PR Strategy with Updated Branding
Following a year of dramatic growth and winning several Agency of the Year awards on both a national and local level, Scottsdale-based strategic communications firm 10 to 1 Public Relations is reintroducing itself with an updated look and sharpened focus.
“For nearly a decade, 10 to 1 PR has been offering public relations services that are targeted, compelling, and achieve our clients’ goals. In addition to wanting a modern, great-looking website, we wanted it to reflect our growth as a nationally-focused PR firm by showcasing our array of strategic communications services, as well as highlighting several success stories within the various industries we serve.”
Josh Weiss, Founder and President, 10 to 1 Public Relations
Focused mostly on B2B and service-oriented B2C clients with a national or multi-city focus, 10 to 1 PR’s services include media relations, product and brand launches, employee communication, corporate social responsibility, trade show media, crisis communication management, awards submissions, speaking opportunities, and more. The new website also showcases more than 20 case studies of various strategic communications projects and campaigns that the firm has successfully designed and executed.
“By working with organizations from a wide range of industries and goals, we’ve seen that public relations can be an integral part of any company’s holistic communications strategy. It’s great to have a brand and website that truly illustrate all that we are able to offer,” added Weiss.
10 to 1 PR was founded in 2012 on the philosophy that it takes 10 good things to be said about a business to equal one bad impression. The company achieves this by leveraging its storytelling skills to dominate industry and local market media to generate consistent, positive news coverage and by positioning its clients as industry thought leaders.
In recent years, the strategic communications firm has earned numerous industry accolades including 4 national Agency of the Year awards (Bulldog PR Awards, Titan Awards, PR World Awards, and the Stevie Awards), and local Agency of the Year honors from the Public Relations Society of America Phoenix Chapter. Last week, the company was named a Finalist for the second year in a row for the Better Business Bureau’s Torch Awards for Ethics.
The new website and updated logo were designed by brand communication and design firm TMB Partners of Scottsdale, Arizona and Grand Rapids, Michigan.
What we can learn about public relations in the latest blowup at the 2021 French Open
Tennis fanatics, like myself, have been excited to tune in to the early rounds of the French Open this week, the sport’s most prestigious tournament held on the slippery red clay surface. But even before the tournament started, dirt was being thrown off court when Naomi Osaka, the 2nd seed and arguably the most popular tennis player in the world, announced that she would not participate in the normally required post-match press conferences.
My interest was piqued with the combination of two of my life’s passions: tennis and media. I’m a big fan of Naomi and how she has used her epic platform to advocate for important issues despite being a self-described introvert. However, I also understood how post-match press conferences play a significant role in sharing the stories that come out of these tournaments to promote the sport. I quietly applauded Naomi for taking a stand for what she believed were outdated rules and went on scrolling my social media feed.
I cringed at what happened next. Criticism mounted from tennis media and tennis tournament directors alike. As the tournament began, all the leading professional tennis players were asked about Naomi’s decision in their own press conferences. The news transcended tennis media to reach general sports as well as PR/media outlets. Everyone was talking about how Naomi was selfish and entitled.
After Naomi won her first-round match and skipped her required press conference, she was fined $15,000. Then, the four major tennis tournaments all came together to threaten further action if Naomi continued to refuse to participate in the press conferences.
“We have advised Naomi Osaka that should she continue to ignore her media obligations during the tournament, she would be exposing herself to possible further Code of Conduct infringement consequences. As might be expected, repeat violations attract tougher sanctions including default from the tournament (Code of Conduct article III T.) and the trigger of a major offence investigation that could lead to more substantial fines and future Grand Slam suspensions (Code of Conduct article IV A.3.).”
At this point, Naomi’s goal to be able to focus solely on her tennis had blown up, and she surprised everyone by withdrawing from the tournament.
Revealing that she has been dealing with depression and mental illness for years, it seemed that everyone who had once criticized her was now offering their condolences, including the four major tennis tournaments who issued a new statement:
On behalf of the Grand Slams, we wish to offer Naomi Osaka our support and assistance in any way possible as she takes time away from the court. She is an exceptional athlete and we look forward to her return as soon as she deems appropriate.
Ironically, the president of the French tennis federation read this statement at a press conference… and refused to answer any questions.
Collectively, while concerned for Naomi Osaka’s mental health, everyone seemed to agree that the events that had transpired were generally bad for tennis. The sport’s star player unable to play a major event citing debilitating mental illness. Tennis being branded as an “out of touch” sport that has too many rules. No one appeared to come out a winner.
As I was watching this all unfold, I couldn’t help myself from putting my crisis PR hat on. What could have been done to avoid this terrible situation? My response: a dose of empathy.
When a crisis is brewing, emotions are amplified and tensions mount. I could see this happening in real-time, especially when the four major tournaments came together to issue their original joint statement in an effort to protect the status quo. The whole thing came off incredibly defensive, and created a result that no one actually wanted.
Had the decision-makers for each of the major tournaments applied some empathy, they would have been able to answer the question of why they were dealing with this current situation and how their plan of attack was bound to backfire. Had they applied some empathy, they would have been able to determine a realistic roadmap to achievable goals that worked for everyone. Instead, what we saw was a public shaming of one of the sport’s most beloved players.
What I’m also saying here is that to avoid terrible crisis scenarios like this one, someone needs to be thinking about the big picture and needs to be able to think through all possible reactions to different scenarios. It’s easy to be reactive when dealing with a crisis, but if you spend the time to prepare for all scenarios when not facing a crisis, you will have a much clearer head and be able to consider all sides of an issue when developing a plan.
Next time you find yourself in a crisis, take a breath to apply some empathy. Ask why you are in this situation, put yourself in the other party’s shoes, and truly identify the root cause of the and go from there to find a reasonable solution. Or, plan ahead for a slew of crisis scenarios so that you will always be prepared to get the desired result.
As for Naomi, the ball’s no longer in her court. We’ll have to see what happens next, but tennis will not be the same without her. Get well soon, Naomi.
By Erica Fetherston, PR & Operations Manager at 10 to 1 Public Relations
10 to 1 Public Relations Walks Away Victorious in the 2021 TITAN Business Awards
TITAN Business Awards (TITAN) announced the list of 2021 Season 1 winners of the inaugural season of its distinguished awards program. This year, 10 to 1 Public Relations decidedly takes the TITAN Gold award for PR Agency of the Year, the TITAN Gold award for PR & Communications for Health Products and Services, and the TITAN Platinum Award for PR & Communications for Best Crisis Communications Strategy. The PR & Communications awards recognized a campaign that 10 to 1 PR crafted and orchestrated to help a health services client during the coronavirus pandemic.
“The fact that 10 to 1 PR continues to be recognized with top-tier industry and business awards is a true testament to the quality work that each member of our team brings to the table. I’m so proud of all that we’ve been able to accomplish on behalf of our clients, especially helping them successfully navigate such a tumultuous and challenging year.”
Josh Weiss, President and founder of 10 to 1 Public Relations.
In recent years, the strategic communications firm has earned numerous industry accolades including 4 other national Agency of the Year awards (Bulldog PR Awards, Globee American Best in Business Awards, PR World Awards, and the Stevie Awards), and local Agency of the Year honors from the Public Relations Society of America Phoenix Chapter. 10 to 1 PR was also named a Finalist for the second year in a row for the Better Business Bureau’s Torch Awards for Ethics this year.
10 to 1 PR was recognized at the TITAN Business Awards virtual event
The TITAN Business Awards cater to SMEs, large, public, and private organizations, as well as other business professionals worldwide, whereby IAA hopes to honor achievements and nurture excellence in every aspect of work life, from entrepreneurs to companies and organizations, public relations, customer service, marketing, management, human resources, information technology, etc.
“We celebrate the remarkable Titan-like achievements of a wide range of organizations, from all industries, as well as their efforts to better both the workspace and company culture,” said Kenjo Ong, CEO of IAA. “Persevering through adversities and hardships, we aim to inspire and embolden all businesses, being the advocate of integrity for all corporate professionals worldwide.”
From 28 countries worldwide, including: United States, Canada, United Kingdom, Singapore, India, and Ireland, to name a few, as many as 650 entries were nominated, and only the best emerged victorious. Each project was blind judged by the TITAN jury panel, comprised of distinguished professionals of the international business scene, and evaluated on criteria determined by the merits of TITAN Business Awards. The winners were chosen based on the average scores provided by the jury members.
The TITAN Business Awards jury panel featured a variety of global business leaders, including: Graham Kelly (Originate Pte. Ltd.), Kevin Yu (Sidechef Inc.), Marie O’ Riordan (EML), Oscar Solano Brenes (Porter Novelli), Roland Bägén (Tata Consultancy Services – TCS), Santiago Villegas (1903 Public Relations), and Thanasis Papapostolou (AIP Consulting Ltd).
“Our jury members’ extensive backgrounds in the business field ensures that the subjective qualities, such as: business acumen and innovative business concepts, are part of the consideration.” Ong said. “Ensuring high standards of high quality, providing winners with the international exposure they deserve.”
Please visit the TITAN Business Awards’ official website for the complete list of award winners.
