I Am a Public Relations Consultant for Susan McPherson and This Is How I Work
If there is a theme in Susan McPherson’s career, it is that business should make the world a better place. Her communications agency McPherson Strategies focuses on corporate social responsibility, and McPherson herself advises women’s startups such as Hint Water (where she is also an investor), as well as nonprofits such as Girls Who Code and the Lower Eastside Girls Club . We talked to her about connecting people, keeping a perpetual to-do list, and working with a remote team.
Location: Brooklyn Heights. Current position: Founder and CEO of McPherson Strategies. One word that best describes the way you work: Tenacious. Current mobile device: iPhone 6. Current computer: MacBook Air.
First of all, tell us a little about your past and how you got where you are now.
I often say that I have had 9 lives so far (but no, I’m not a cat lover). I went to graduate school to become a TV journalist about 100 years ago, and in the early years (1985) got into USA Today. Later I moved to PR Newswire, where I became somewhat of an entrepreneur, leading various special projects for 17 years with the company.
In the mid-2000s, I visited Afghanistan with the Peace Business Council and began to understand how business can be a force for good in the world. When I returned, I decided to move into the world of corporate social responsibility (CSR). I spent several years building the first corporate social responsibility practice at Fenton before starting my own social performance consulting firm, McPherson Strategies. We have already completed half of the fifth year of study.
Tell us about a recent work day.
I landed in Munich yesterday after an overnight flight, having two hours before I was due to perform onstage at the DLD Conference to discuss podcasting for social impact. After the session, I somehow managed to stay awake and meet many visitors doing important work in the area of social impact. And of course, I regularly checked my team and clients in the US to make sure everything was going smoothly (which it did).
Not that this is the norm, but many days I spend speaking at conferences and attending events where I do my favorite thing: communicate with people who strive to make the world a better place. These connections are part of what distinguishes our firm.
What apps, gadgets or tools can’t you live without?
I still need pen and paper (I know there are applications for this, but I still make lists on paper every day). Popular apps of mine include LinkedIn, Slack, Zoom , Apple Mail, and my phone is what keeps me connected. And for fun: Bumble and Tinder (I’m single), Instagram, Facebook and of course all my news apps like NPR, New York Times, CNN and FT.
How is your workplace arranged?
I have a home office and all of my team members work remotely. I store almost all of my files and documents in the cloud so that there is no clutter in my apartment. And I recently joined Wing , so I go there about twice a week to have meetings.
What’s your best shortcut or life hack?
He’s had a good night’s sleep lately. For years I have been running on my own and it finally caught up with me. The good news is that I used to think that admitting exhaustion meant you failed. NO MORE. I love to sleep.
Who are the people who help you achieve results, and how do you rely on them?
I wouldn’t be there without the incredible McPherson Strategies team. Ellen Miller Gilcrest has been with me for over eight years, she can anticipate what I think about in advance and is very resourceful. Jenny Chen, my assistant, has never missed a chance in the last 4 years, and without her help I would be completely lost. My Managing Partner, Kasia Reterska, is an exceptional HR planner; In the few years that we have spent side by side, we have never had a major disagreement. Isabel Jette is a genius project manager and we always say that she makes sure that trains and planes run on time. In general, each of us complements each other.
How do you keep track of what you need to do?
As mentioned above, my entire life has been making a list of paper and pen. Of course, lists are never completely filled out, but just crossing out tasks is such a joy. I also have the most incredible assistant you can dream of. She keeps my calendar in shape with otherworldly skills.
What do you enjoy doing the most and how do you deal with it?
The last thing I enjoy is logging expenses and keeping track of customers who issue invoices. But I understand that these are necessary parts of running a business. I say all the time that I will invest in an accountant.
How to recharge or take a break from work?
My puppy Phoebe is my joy and distraction. In addition to her, I really love to entertain and organize parties and salons to introduce and introduce friends and family, as well as raise funds and raise awareness of various NGOs. Finally, I sit on three boards of nonprofit organizations on matters that are very dear to me.
What’s your favorite side project?
Planning exotic trips – the further the better. Last year I visited the Finnish Arctic in January and a couple of years ago I visited the beautiful country of Sri Lanka. I love the planning process – researching, getting recommendations from friends, discovering hidden gems – and I’m looking forward to my next adventure.
What are you reading now or what do you recommend?
Three new books by dear friends: The Pursuit of God by Anjali Kumar, an early copy of The Opposite of Hate by Sally Cohn, and Modern Loss by Rebecca Soffer and Gabrielle Birkner.
What’s the best advice you’ve ever received?
My late father told me: “There is nothing superfluous.” It always allowed me to take risks, which I have often done throughout my life.
What else would you like to add that might be of interest to readers and fans?
I’m an avid business angel, but I only invest in women-led startups. Also, I am in the final stages of completing a book proposal.