When I launched Schwartz Media Strategies nearly 20 years ago, I never expected to build a company that would become one of the largest public relations firms in South Florida. My goal was to do something entrepreneurial, something that offered me the freedom to create new ideas and cultivate relationships with people I valued.
I didn’t know how to run a business, but I knew how to do the work. I woke up motivated and excited every day. I had the fire to learn and grow and deliver for clients. I wanted to be the best, and as we prepare to enter our 20th year in business, I still do.
This year, our firm is once again ranked in the South Florida Business Journal’s top 10 list of PR firms based in our market, which is one of the most competitive in the country. I still remember what it felt like to make the list for the first time, back in 2009. We had five employees at the time (today we have twenty), and there was a sense that we had arrived as a legitimate “company,” as opposed to me working as a one-man band.
From the beginning, we set out to build a firm around people with character – who care about our clients, their colleagues, our community, and most importantly, their work.
You’ve got to give a damn about what you do if you want to be great.
Legendary Miami Senior High School basketball coach Shakey Rodriguez (my camp counselor in the early 1980s) used to say: “The best job in the world is the one that you would wake up and do for free. That’s your passion. That’s what you should chase. And then, and only then, money and success will follow.”
As we approach the 20-year mark, I often find myself thinking about why I still love my work, running our firm, and navigating the fast-changing business we’re in.
Rankings and awards and recognition used to mean everything. Now, what I enjoy most about my career is the learning. Working with a diverse cross-section of clients means we have insight into an array of sectors and companies. Hardly a day goes by when I don’t learn something new – from the latest trends in law or banking, to new strategies in real estate development or technology in public relations.
NBA legend Bill Walton, who passed away last year, lived a life of learning. He was an athlete, yes, but also an eccentric who loved books and music and art and people. He was humbled knowing that with each morning, there was much to learn and experience.
Walton’s coach at UCLA, the great John Wooden, was famous for teaching the virtues of life. For him, it was character that built winners, not the other way around. Wooden once said, “It’s what you learn after you know it all that counts.” That stuck with Walton, and I think about it often.
Countless factors have contributed to our steady, strategic growth. Recently, I outlined five of them for our team. These points of pride are by no means unique to our firm, but staying power is never guaranteed, and I thought it may be helpful to share some thoughts that may resonate with budding entrepreneurs who are looking in the mirror vowing to be the best, or with veteran professionals looking for some motivation.
I’m proud of our people. I enjoy teaching and mentoring, and I enjoy learning from my peers. Members of a team may not realize it when knee deep in the daily grind, but we’re always absorbing and transmitting knowledge when working. Without my colleagues, we could not do the work that we do, and we would not have built the reputation we’ve built. Our performance is a reflection of our people and their good work.
I’m proud of our consistent performance. We’ve never focused on becoming the biggest or fastest-growing firm. And if you track these rankings closely over the years, you’ll notice there’s always some degree of churn. Some firms report growth one year, only to drop off the next. I believe slow and steady wins the race, and we’ve nurtured our model with this in mind. We may never crack the top 3 in the rankings, and that’s perfectly fine, so long as we take pride in our work and results.
I’m proud of our client relationships. Sometimes it’s hard to believe we’ve developed such a strong client roster. That is a testament to our work, our reputation, and the relationships we’ve created and maintained. It’s no accident that most of our business comes from referrals. Our clients believe in us because we believe in them. We put in the time to get to know them. We make sure they know we’re always there for them. We ask tough questions. Sometimes, we tell them things they don’t want to hear. But that’s what makes us different, and better. I never lose sight of this. It’s fundamental to who we are.
I’m proud of our impact. We are fortunate to be surrounded by people who care deeply about our community. This is by design. When I founded the firm, I made it a priority to get involved because I saw it as a pipeline to business and relationships. Over time, I realized that it’s the other way around: cultivate relationships, and the business will follow. Doing good matters, feels good, and leads to better outcomes – in business and in life. It is a privilege to give back through our work. I always encourage our people to find their cause and get involved. The dividends earned over time will far outweigh the time spent.
I’m proud of our values. We have always stayed true to our DNA: Providing exceptional service. Learning. Being accountable. Staying loyal to our clients and each other. Giving back. Having each other’s backs. We’ve never strayed from these values, and I am constantly impressing upon everyone the importance of making sure that never changes.
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