Hitting The Ground Running: An Intern’s Perspective

When I first interviewed for PondelWilkinson’s internship program earlier this summer, I was told that it would be a hands-on and immersive experience. I nodded politely and expressed my interest. I laid out what I had done at school, which I thought made me capable. While I was not completely wrong in my “qualifications,” I learned fast that the real world cannot be taught.

On one of my first days, I was tasked with writing a pitch letter for a client’s new product launch. Easy enough, I did this in class, I thought to myself. So, I found my old professor’s template and went ahead to write an email pitch. I polished it up and sent it along to my supervisor expecting minor feedback. I was not expecting the entire letter to be edited and rewritten. Oh, this is not like school.

As the internship went on, I was tasked with more pitch letters, calls to reporters, and updates for clients. I was not getting the perfect latte ready or organizing file cabinets (although the internship was virtual so that would have been hard to do). I was acting as an associate on client accounts, working behind the scenes.

One element that took some time adjusting was the virtual format. While there are many positives for working remotely, including the flexibility of making my own schedule, there are downsides as well, particularly learning each other’s “schedule” when there is no real office. I am happy to report that the teamwork aspect was not lost. I also got to work alongside my fellow intern where we helped each other on projects and still felt connected, even if she lives in Pennsylvania and I in Maine.

Below are a few tips for new interns on what I found to be successful when transitioning from class to an internship:

Organization. In school I always had a planner where I would write down what I had to do, and then cross it off as it got done. This worked well for my internship, too. I would write down client activities planned for the week and then begin by checking them off once completed. This made me feel productive and helped keep what I was doing organized. What differs from school is there might be urgent items that come in at random times. While school and class have a schedule, the business world does not. What I think I might do during the day could completely change. You must stay on your toes but keep organized while doing so.

Communication. I admit it. I am the student who annoys the professor with emails to make sure I am doing the right thing. I have learned that communication looks a little different in the workplace. A lot of the time management responsibility is left up to me. I must take ownership and trust myself and my work. The good news is there are no grades, and things can always be changed and edited. Communication is still important, but its purpose is to make sure everyone is on the same page.

Work hard, play hard. This is the mantra at my university. Students are expected to produce high quality work, but also relish their college experience. I think this phrase can still be applied to an internship but tweaked just a little. Working hard does not change. I always want to put my best foot forward and exceed expectations. To play hard in an internship, however, means taking a step back and enjoying the experience. I have been able to work with some cool clients who are doing eye-opening things, and also become friends with Lauren O’Neill who was not just “the other intern.”

While an internship is certainly not like school, there are qualities that can be applied to both. I have learned so much more about public relations, even if I have had great classes about it. George was not lying when he said this internship would be immersive, and I am so glad it has been.

Rachel Peterson


Rachel Peterson interned remotely at PondelWilkinson for the firm’s 2022 summer program. She is a student at Wake Forest University studying communication, integrated strategies, and film. When she’s not working or studying, Rachel enjoys going to the beach, watching the sunset, and dancing. After graduation, she hopes to put her skills to use in Vancouver or New York.

How I Thrived as a Liberal Arts Major Interning in the Business Sphere

In my three years as an undergraduate, I have never once taken a business course. So, you can imagine how I felt when, during my first week as an intern at PondelWilkinson, the conversation at the weekly staff meeting quickly turned to non-deal roadshows and corporate access. 

I have been studying as an English major, and I felt that my only skill was being able to edit papers and read quickly. I immediately doubted my abilities and thought I had made the wrong choice. 

But I was wrong. 

One of my first tasks was writing a pitch letter for an AI robotics company revolutionizing the culinary industry. After all the journalism classes I had taken, I thought I had this down. I knew about the catchy introduction, and the importance of making the story seem timely and relevant. The difference was this pitch letter would not be sitting on my computer in an endless list of documents. It would be sent to actual reporters.  

I quickly realized that writing the email was not something that could be done with the snap of my fingers. I needed to fully understand the client and spent a lot of time looking at press releases and news coverage. I also had to research reporters and their outlet perspectives, which helped ensure my pitch letter was reaching the right audience.

Suffice to say, my pitch generated media interest that resulted in a client Q&A published in an industry trade outlet. But it didn’t stop there. There were press releases, client strategy calls, social media programs and even SEO work, among many other of my day-to-day activities. Throughout it all, PondelWilkinson provided me with the opportunity to demonstrate the skills I acquired as a liberal arts major that were applied to corporate communications in the real world.

After constantly going through college, hearing “What are you going to do with an English degree,” I finally feel confident in my decision as PondelWilkinson provided me with the opportunity to do real and meaningful work.

Lauren O’Neill

Lauren O’Neill recently completed her internship at PondelWilkinson and is a rising senior at Penn State’s Schreyer Honors College majoring in writing and communications. 

How PR Can Support Micro Cap and Small Cap Companies

How-PR-Can-Support-MicroCap-and-SmallCap-Companies-Roger-Pondel-and-Shelly-Kraft-article-MCR-Q2-2022

Are the Traits of Exceptional CFOs any Different than Those of CEOs? 

According to a recent article at CFO.com, there isn’t much overlap.

In a blog I wrote a while back about effective CEOs, critical traits included: decisiveness, willingness to collaborate, being a doer, setting realistic expectations, insightfulness, innovative thinking and courage, among others.

While those are outstanding traits for any senior executive, what else specifically – other than hopefully having an affinity for math and knowledge of accounting – does it take to be a successful CFO?

  • Good communications skills. It’s one thing to know a company’s financials inside and out, but another thing altogether to use that data to tell a compelling story. It’s also crucial that CFOs appreciate the importance of clear and concise messaging to internal audiences to help key stakeholders understand the meaning behind the data.
  • Ability to analyze. Today, the amount of data generated is astronomical, but at face value likely doesn’t tell us much. A good CFO will be able to turn that data into actionable ideas that help move a company forward.
  • Love (or at least like) of technology. Is this really important if you’re not the head technology honcho?  Absolutely yes. CFOs hold responsibility for financial reporting, so understanding and choosing the right tech partner is paramount. It is also likely that CFOs will be asked to put their rubber stamps on technology that may not directly impact financial reporting but could impact other parts of the company … often significantly if that technology doesn’t work as expected.
  • Risk appreciation. The business environment has changed considerably since the start of the COVID-19 pandemic, and it continues to change every day for a number of reasons. Good CFOs will assess risk/reward profiles before making decisions, whether financial or otherwise.
  • A world view outside of finance.While CFOs have a wide range of duties and expectations related to a company’s financials, the best CFOs have knowledge and opinions outside that narrow view, including being aware of the global environment and a company’s role within it.
  • Capacity to strategize and collaborate. It is readily apparent to me based on almost 30 years of working with executive teams, that the best CFOs partner with their CEOs to help achieve their company’s objectives. The old adage, “No man is an island” rings true.
  • Attention to social issues. ESG has become an increasingly important topic, particularly for publicly traded companies and the planet. CFOs need to understand how their companies operate within a greater construct. A company’s impact on the environment, for example, could have ramifications for that company’s ability to attract talent, customers and investors, not to mention the impact to the globe.

Robert Half, a leading provider of specialized talent solutions and business consulting, noted similar traits in its recent article, “How to Become a CFO: 5 Steps to Guide Your Career Path.” 

Essentially the same advice comes from the MIT Sloan School of Business CFO Summit Chair and CFO Leadership Council founder, Jack McCullough, who says that “A great CFO is a rockstar CFO.”

Gartner has some good advice as well. The research firm surveyed more than 100 CFOs around the world and found that great CFOs are customer-oriented, build constructive conversations with the CEO and board, apply financial leadership principles to time management, and are closely involved with the business.

Are there other important traits for effective CFOs not covered here?  Let us know if you can think of any.

Laurie Berman, lberman@pondel.com

Market Volatility Got You Stressed? Try Laughing … And That’s No Joke

Remember Henny Youngman? He was an American comedian, famous for his mastery of the one-liner, whose best-known quip was “Take my wife … please.”

Here’s another one-liner, not Youngman’s, but not bad, at a time when so many investors these days recalibrate their portfolios: My trusted wealth manager just started working on a retirement plan. He doesn’t know it yet, but unfortunately, it is his!

While having a good sense of humor can’t cure all ailments or make the stock market go up, a good laugh during stressful times can do positive things.

Take my wife, Fay, please. No! I mean listen to my wife, Fay, a psychotherapist who knows a thing or two about laughter and the positive things it can do.

“Laughing has great short-term effects on one’s mood, as well as on one’s body,” Fay told me over dinner the other night, on the day that the Dow dove more than 1,100 points. “Laughter stimulates the heart and lungs and increases endorphins. It decreases blood pressure, creates relaxed feelings and even improves the immune system.”

Thank you, Fay. While the stock market these days is no joke, there are many jokes to be found about it. These below may not be quite as funny as Youngman’s one-liners, and certainly rank very high on the cheesy factor, but hopefully will ease a little tension among those that follow the market as we all plow through these tenuous times:

  • How do you find a small-cap fund manager? You find a large-cap fund manager … and wait.
  • Enduring the current stock market decline is worse than a divorce. You lose half your money, but your spouse is still around.
  • Why are nudists bad for stocks? They are associated with bare markets.
  • I figured out the secret of how to make a million bucks in the stock market. Invest $2 million.
  • Recently, I started to invest heavily in penny stocks. It seemed to make a lot of cents.
  • My friend is smart, honorable, and exudes old-school charm and chivalry, but he hates the stock market. When I asked him why, he said, “Gentlemen prefer bonds.”
  • Why was a stock trader recently electrocuted? He shorted Tesla.
  • In the stock market today, Procter & Gamble, maker of Charmin tissue, touched a new bottom, and millions of investors were wiped clean

Gallup’s 2022 Economy and Personal Finance Survey, conducted in April, found that 58 percent of all Americans own stock. With the market declines we have been experiencing lately, that’s no laughing matter. But it does pay to laugh, at least a little.

Roger Pondel, rpondel@pondel.com

­10 Tips to Best Prepare for New SEC Universal Proxy Rule Change to Shareholder Voting

For boards and senior management teams of publicly traded companies, a major law change by the U.S. Securities and Exchange Commission will soon go into effect for what some pundits believe could be a period of renewed activism ahead.

The new rule states that for annual shareholder meetings held after August 31, 2022, parties in a contested election must use universal proxy cards that include all director nominees presented for election.

Without going into all of the details, the rule gives shareholders the ability to vote by proxy for their preferred combination of board candidates, similar to voting in person. It addresses longstanding concerns that shareholders voting by proxy were not able to vote for a mix of dissident and registrant nominees in an election contest, as they could if they voted in person.  And very few shareholders, even before COVID, attend annual meetings in person.

The SEC’s new rule on shareholder voting will go into effect on August 31, 2022. Photo credit: Roger Pondel

As Gary Gensler, chairman of the SEC, said in a press release late last year, “Today’s amendments will put (all) candidates on the same ballot. They will put investors voting in person and by proxy on equal footing. This is an important aspect of shareholder democracy.”

No one knows for sure what will happen, and maybe nothing, but major law firms around the nation, proxy advisors, the National Institute of Investor Relations, and others have been talking it up big time in articles, webinars and conference panels.

On one hand, many smart minds – including our friend and long-time proxy campaign strategist Keith Gottfried, who recently addressed a PondelWilkinson staff meeting – believe that because it will be easier and less costly to run election contests, this hotly debated issue will “change the playing field dramatically” and foster greater shareholder activism. Gottfried, who just launched Washington, D.C.-based Gottfried Shareholder Advisory LLC, a boutique strategic advisory firm focused on shareholder activism preparedness and defense, said companies in the $300 million to $1 billion+ market cap range could be particularly vulnerable.

On the other hand, there is the thought that the new rule will stimulate a seismic shift in how activism is carried out. Rather than causing tumult at the annual meeting, there could even be increased engagement between issuers and activists that may foster cooperation and settlements.  

Our overview advice is for corporate boards, CEOs and CFOs to be armed with information and get ahead of the matter now to eliminate a potential sting and be prepared so there will not be an issue later. Consider the following:

  • Take a fresh look at your shareholder activist preparedness and defenses in order to react quickly, sans panic, for potential increased shareholder activism. With the help of a professional, revisit advance notice bylaws, corporate disclosure policies regarding director elections and determine whether changes are needed
  • Keep an eye on your peers. If there’s increased activism there, it may be coming your way as well.
  • Don’t get complacent in thinking that because your larger shareholders may have been quiet, they are not paying attention to your company. Periodically reach out pro-actively to them for updates.
  • Deploy best communications practices day-to-day, including transparency on quarterly conference calls and in press releases.
  • Think about conducting a Reg FD refresher training session for your senior staff and board. Having such a session “on the record” is a healthy omen that the company is sensitive to this important governance matter. 
  • Consider providing shareholders with an in-depth look at your company by hosting an investor day that showcases the operating tier of management, not just the senior-most corporate staff.
  • Know what your shareholders are thinking, even to the extent of conducting a third-party perceptions survey. The shareholders will appreciate that you are having an objective party ask candid questions. As the issuer, you may learn a thing or two and ward off a problem you may not even know existed.
  • Pay close attention to ESG matters, which are top-of-mind these days throughout the investment community in both large and small companies.
  • Be mindful of board composition, including diversity, experience and tenure.
  • Be alert, listen and do not be afraid of “well-wishing” shareholders who like to give advice on corporate growth, valuation and other board and management matters. Embrace them and pay attention to what they are saying. Often their biggest demand is for a company’s sale, not necessarily to “fix” anything or for a board seat.

It’s not only in politics, where voting rights issues are surfacing. The SEC’s new universal proxy rule is something to at least start thinking about seriously. If nothing else, it should prompt action for companies to take an inner look and be certain that best governance and communications practices are fully in place.

Roger Pondel, rpondel@pondel.com

Cutting Through the Clutter in 2022: 5 Tips for Better Listening

Another year into the pandemic demonstrated yet again that more people are online.

According to Statista, 3.6 billion people worldwide were using social media last year, a number projected to increase to almost 4.41 billion in 2025. In the U.S., 82 percent of the populace have a social profile, up from 2 percent last year.

It’s also very crowded on social. About 500 million tweets are posted each day on Twitter. That’s about 200 billion tweets a year. And every day, 400+ hours of content are added to YouTube, which already has well over a billion videos.

The numbers are staggering. A recent blog post from SocialPilot titled “367 Social Media Statistics You Must Know in 2022” puts important social media usage trends into perspective.

Are brands and companies really listening to what people think and want?

All this may seem overwhelming for any brand or organization looking to develop an online social presence. A common mistake we find is that these companies usually do not do the necessary preliminary research: listening.

There’s a difference between social monitoring and social listening, although they work hand-in-hand. Data is pulled and analyzed to better understand a target audience so that effective messaging is used to help a company or brand stand out from what has become what seems like an infinite-amount of social posting.

But how does an organization get started? It’s not that complicated, really. There are lots of options. Here are a few suggestions:

Surveys. Any organization can use polling to glean key trends relevant to a company or brand. Surveys vary in cost depending on size, scope and the audience of respondents, whether they are consumers or CEOs. Asking insightful questions will produce even better results.

Media audits. Knowing a specific reporter won’t necessarily get a story published, but having good relationships with journalists may be used to get unbiased insight into a company, brand or trend. Obviously, this takes time but something to consider when developing press contacts. 

Investor perceptions audits. If a company is publicly traded, perception studies are a great way to learn what Wall Street really thinks about an equity. Interviews with shareholders and financial analysts, along with a review of press coverage and social media can yield valuable insights that create stronger narratives that can help address concerns and enhance valuations.

Google. There are other search engines, but all roads still lead to Google. Heck, it’s the Internet. There is an infinite amount of data that can be searched, categorized and indexed on practically any topic or subject matter. That said, it’s the Web, so proceed with caution.

Social media. To follow or be followed, that is the question. Perhaps in the context of this blog it may be the former. Social platforms are where brands engage with key audiences. A lot can be learned by just “sitting back” and listening to learn more about what people are saying about current issues. There are lots of social media tracking and monitoring software programs on the market. Be advised, however, that while many people are on social media, take into consideration silent majorities that may alter broad consensus.

There are many other tactics for obtaining important feedback. The key is to be creative, and most undertakings can be done under the proverbial radar with minimal cost. Adopting listening campaigns before the launch of any major marketing or communications campaign is a great first step to align proper messaging with goals and objectives.

And it’s not just for larger campaigns and initiatives, but for day-to-day communications as well.. Know thy customer, otherwise communicating may be an exercise in futility, especially in the super noisy world of social media. Better connect with consumers, investors, businesses, customers and partners by knowing what they want and what’s important to them, so that more on-point messaging can be crafted and implemented.

Studies suggest how effective talking points can increase positive responses. Better messaging means better results. A little listing can go a long away in 2022 and certainly beyond.

George Medici, gmedici@pondel.com

Interning from My Bedroom: Lessons Learned While Working Virtually

By Maisey McGinnis

Pre-pandemic, I always pictured what my first internship experience might look like: commuting to a fancy office building in downtown Los Angeles or Century City, sitting around a big conference room table at company staff meetings, and maybe even attending a lunch or two with local reporters, investors or clients. My vision never included working from the comfort of my apartment, sometimes even from my bed.

Instead of commuting during the morning rush hour, I get to sleep in a little longer. The big conference room idea now is me at my desk joining meetings via Zoom. And although I do sit in on meetings with reporters, investors and clients, it is always behind a phone or computer screen.

My experience working remotely will likely continue, at least for the time being. Interning from my bedroom during the last seven months has not come without its challenges, so I thought I would share a few lessons learned:

PondelWilkinson’s Maisey McGinnis at home with her dog Crosby.

1. Don’t be afraid to ask questions, even if you need to clarify three or four times.

For me, the most nerve-wracking part about working remotely was being on my own without anyone at my side to guide or direct me. In my previous in-person jobs, I always had a boss or co-worker in the same room or close by that I could easily ask questions if I was confused or unsure of something. Working virtually eliminates that, so having clear communication becomes even more important. Asking questions – and lots of them – has been crucial in my understanding of what I need to do and how I need to do it. Virtual communication, whether that be phone calls, emails or texts, can often cloud meaning and intent, so making sure you fully understand what you are doing before you start is the key to avoiding unnecessary work.    

2. Check your email often. More often than you think you will need to.

Working virtually takes away from the natural connection people have with each other in person. A co-worker can no longer come to your office or desk and ask if you got their email. Even as an intern, I receive and send what seems like hundreds of emails a day (a few dozen is more likely). With all the work activity, it is easy to glance over and forget to reply to an important email, check the spam folder or hit send on a draft. When email (aside from the occasional Zoom meeting or phone call) is the primary method of communication with co-workers and clients, I don’t think we can check it enough. Refreshing the inbox every 10 minutes or so seems to work well for me.

3. Try to take a lunch break away from the computer.

Since the start of the pandemic, I have invested in several pairs of blue light glasses. Whether they actually make a difference is still unclear (no pun intended), but the amount of daily screen time from remote classes, remote work and general phone usage was concerning enough for me to take action. One of the most important lessons I have learned throughout this experience is the importance of taking lunch – or a break – away from the computer and the blue light. This may include eating lunch on my balcony or taking my dog Crosby on a walk. Breaking away from the computer has been a huge part of maintaining my well-being while working and attending school remotely.

4. Don’t put off your work just because you can.

Since I am not in the office, I can work on various projects at my leisure unless they have specific deadlines. I can start at 8 a.m. on Monday and noon on Tuesday depending on what I need to accomplish for the day. This flexibility is great when running an errand or attending to an appointment. The flexibility, however, also can have a negative impact, especially when I put off updating a calendar or media list and realize it’s 7 p.m. Not having the office space to distinguish between work and home blurs the lines for knowing when to be working. Just because we can do our work at unconventional hours doesn’t always mean we should. Maintaining a work-life balance has been one of the harder lessons learned.

Despite my initial expectations, I have learned more than I could have ever anticipated and believe my experience at PondelWilkinson is allowing me to grow professionally in my public relations and investor relations career. Interning from my bedroom may not seem like the most glamorous experience, but I guarantee I have learned just as much, if not more than I would have in one of the fancy office buildings I originally pictured. 

Maisey McGinnis is currently interning remotely at PondelWilkinson. She is a student at the University of Southern California studying communications, public relations and advertising. When she’s not working or studying, Maisey enjoys hiking, traveling, reading a good book, and taking her Maltese, Crosby, on walks at the park. After graduation, she hopes to put her new found skills to use in Los Angeles or New York.

Public Companies Prosper in Pandemic

PondelWilkinson’s CEO Roger Pondel was interviewed by Reporter Mark Madler of the San Fernando Business Journal for a special report titled, “Public Companies Prosper in Pandemic.” Read the full story below.

Performance Rules, but Perception is Everything: How to Know What Investors Truly Think About Your Company

This article was originally published by national news wire service BusinessWire, a Berkshire Hathaway company, on its global blog July 9.

If you’re familiar with the British sci-fi fantasy series, Doctor Who, you know that a common plot device is the use of “perception filters,” in which aliens attempt to alter reality to reflect what they want you to see. A favorite episode is with actor/comedian James Corden, who lives on the first floor of what appears to be a normal two-story building – only the building does not have a second floor, just a scary alien machine parked on top of it with a perception filter designed to hide its existence.

Wouldn’t it be nice if we could use perception filters to influence how investors and financial analysts think about public companies? I am sure many management teams would love to use something like a perception filter to ensure that only positive things are said about their companies.

Alas, we all know this isn’t possible. And yet, one of the more interesting things I have observed over the years is how many management teams believe they already know what investors think of their companies – as if they have a perception filter firmly in place.

While many C-suite executives and corporate IR professionals dialogue often with the investment community and glean valuable insights from their conversations, it is a mistake to assume that investors will share everything that is on their minds. As Peter Drucker, the celebrated author, educator and management consultant, once noted, “The most important thing in communication is hearing what isn’t said.”

How, then, can management truly gain insight into what investors think? Enter the perception study, a tool designed to gather unique and candid feedback. It is only through the use of an independent third party that companies can truly get to the heart of what investors think. Third parties are able to create an environment that protects anonymity and are better positioned to share tough feedback with management.

Designing a Perception Study

There are many ways to design a perception study, which at its core, seeks to determine how investors view the company, its strategy, management team and IR program. Perception studies often are particularly useful before and after major events, such as an investor day, or when a company is in the midst of transition.

In most cases, many investor responses are surprising. Also in most cases, a good perception study pays off handsomely by revealing tangible and actionable items, along with nuances, of course, that facilitate communication and potentially valuation improvement.

Perception studies create opportunities to:

  • Streamline business models that have become too complex.
  • Simplify messaging to better resonate with the investment community.
  • Improve an IR program in ways a company might not have seen.
  • Provide benchmarks for future comparison.
  • Let the investment community know that the issuer cares.

Dichotomy of Opinion

In a recent perception study we conducted for one of our clients, we found a fascinating difference of opinion about the company, with views that converged around common themes, but were almost polar opposites of each other. Interestingly, this dichotomy of opinion often was expressed by the same participant in the study.

For example, investors praised the management team’s ability to articulate the company’s investment attributes, but at times felt they could be too “promotional” in doing so. Investors also liked how the company positioned itself to capture emerging trends in its industry; at the same time, however, they believed the actions management took to take advantage of these trends made the business too complicated to grasp.

Perhaps most importantly, investors felt the company altered its strategy too frequently. While many praised management’s ability to pivot when the facts on the ground changed, the rate of transformation left investors and analysts wondering if management had a clear roadmap for the future, which, in turn, made it difficult, if not unnerving, for many of them to invest.

The perception study created an opportunity for our client to:

  • Clearly articulate its business strategy, highlighting its vision for the future.
  • Help investors understand exactly how management perceives the path to value creation.
  • Simplify its story and improve consistency in metrics presented. 
  • Provide a candid discussion of business performance, both positive and negative aspects.

Understanding what investors and analysts truly think is a fundamental responsibility of the management team and board of any public company. Such knowledge provides tangible results and can serve as catalysts for positive change.

Jeff Misakian, jmisakian@pondel.com