Trisch Smith
Executive Vice President, Edelman
In your role as executive vice president at Edelman, what do you do?
Edelman is the world’s largest PR agency. I provide senior counsel to organizations seeking to develop and implement strategic communications strategies, build brand loyalty and equity, and grow a diverse stakeholder or consumer base. I work to ensure a wide-range of clients — Fortune 500 companies, NGOs, associations and nonprofits — effectively engage, educate and empower audiences by identifying the appropriate messages, messengers and mechanisms.
What inspires you to go to work every day?
My mother and my family are tremendous inspirations. They support and push me to do more and go further. They believe I can do anything and because of that I’m inspired to pursue my dreams and beyond.
This confidence has instilled within me an innate desire to always want to succeed and achieve greater. My family and my faith have inspired me to want to do my very best and make an indelible mark on everything I touch. Ordinary just won’t do in my career and in life!
How did you determine your career path?
I think it was predetermined. I have always talked a lot. As I child, I was always sharing thoughts or interacting with people. In grade school, I received excellent grades, but the teacher’s comments would always say, “Trisch is a great student, but she just won’t be quiet.”
This early predisposition led me to pursue a degree in communications and a master’s degree in broadcast journalism. That training prepared me for the world of public relations where I am able to shape communications strategies to share with various stakeholders, including media.
Describe the skills that are essential to future business leaders and innovators?
The ability to communicate — written and verbal — clearly are still critically important. We live in such a tech-driven society. People have lost the art of writing and speaking effectively. Additionally, the ability to inspire and drive change is critically important. Do you have the ability to inspire people and help them see the vision for the project or organization? That is what drives success.
How do you set goals and evaluate your success?
It is important to “write the vision and make it plain.” I make to-do lists every day. There are so many deliverables and assignments to tend to each day that if I don’t write them down, I won’t retain them and accomplish my goals. There is such a great sense of accomplishment in checking things off a list and completing a task. I also write down long-term goals and periodically check them to see how I’m faring.
Additionally, I evaluate my success based upon the achievement of my clients’ goals. If we are able to secure the placement, effectively address a stakeholder, change opinions of a consumer or influencer — that is success.
Explain why lifelong learning is important to you.
If you’re not learning, you’re not growing and if you’re not growing, you’re not living. It is important to always learn something new every opportunity that you can. I am motivated by some of my younger colleagues who teach me every day. Whether it is a new computer program or digital technique or a new perspective or opinion on an issue, learning stimulates excitement and nurtures personal development.
Technology plays what role in your daily life?
Technology plays a big role. I cannot imagine getting through my day without my technological devices. Between work and my personal life, I have an IPhone, IPad, laptop and Samsung Galaxy. I am always connected. It is important that clients and colleagues are able to reach me when needed and vice-versa. It is also critical for me to stay up on news and developments, so I am often checking emails and/or the news of the day.
What digital tool has made the biggest difference in your life and why?
The Web in general has made the biggest difference in my life. I use it for everything — getting the latest news, learning more about a client or researching an issue. I would not be able to do my job without it!
If you could change one thing about the world, what would it be?
I would change the way we value and treat others. We live in a me-focused society. I would love to see us spend more time focused on helping others — less of me and more of we. At the end of the day, the question is what type of difference are you making in the lives of other people?
If you could change one thing about yourself, what would it be?
I would take more time to relax and unwind. I am wired to produce, to do and to always be on looking at the next assignment or project. I’m working towards learning to play as hard as I work.
What are the three most important factors of being a successful woman?
As women, we are always serving and caring for others. Often times, we put others before our needs and wants. That being said, there are some key factors to help us as we journey on the road to success.
-Embrace and value you — give yourself permission to embrace and share all that is you. That will fuel your success.
-Ability to prioritize — focusing on those things that have the most impact and are of most importance.
-Maximize your gifts and talents — bring all of your skills and expertise to any environment. Don’t be limited by the organization or project. Think outside of the box!
What are the dos and don’ts for young women in business?
There are many do’s and don’ts for any woman in business (young or old).
1) Believe in yourself and in the power that you possess. Know that you have something to offer ANY organization, project or assignment.
2) Always show up. Be present and make your voice heard.
3) Be your authentic self. Don’t try to be like someone else or attempt to be everything to everyone else. No matter what you try, your critics won’t like you anyway, so be you!
4) Always dreambig! I believe that little girls with dreams become women with vision.
How do you successfully grow from business failure?
As a perfectionist, failure can be extremely terrifying and devastating. However, as I have grown in my career, I have learned not to be afraid to fail. There is a benefit in failure. Through failure, you will learn just as much, if not more, than through your successes. You inventory the mistakes or misjudgments made, record them and review them. Through this process, you learn a powerful lesson in what not to do or how to better approach a situation in the future.
Name three of your most successful female role models and why.
I have several successful role models. At Edelman, I am surrounded by some of the best practitioners in the PR industry. In life, I have a tremendous circle of accomplished and powerful women who have made their own marks in business, education, politics, media, entertainment and more.
One of my role models is my mother. She is in her 39th year as a third-grade teacher. Her commitment to and passion for her students drives me to want to give my all.
Also, I have an amazing spiritual mentor, Rev. Dr. Jo Ann Browning and “life mentor,” Dr. Gwendolyn Boyd. These two highly accomplished women have been trailblazers and paved the way for women in traditionally male-dominated fields. Both of them have taught me not to be controlled by life’s limits or people’s expectations. You can be and do anything!
Finally, Terrie Williams is a giant in the PR industry who I have admired for years. Early on, when I didn’t even fully understand what PR was and I was still debating PR or journalism, I read about her and watched what she was doing at her agency. I am grateful for her example and the standard she has set in the industry.
