PondelWilkinson Profiles: Judy Sfetcu

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This month marks Judy Sfetcu’s 25th anniversary at PondelWilkinson. Our longest tenured staff member, Judy oversees a host of firm functions, as well as managing several investor relations accounts, including Monster Beverage, which has been a client for more than two decades. We caught up with the firm’s vice president in our ongoing Q&A series to learn a little more about her personal life and some of the experiences that have shaped her career.

Pictured during her last trip to Chicago, Judy Sfetcu had the pleasure of stopping by the SkyDeck to overlook the beautiful city. 

What was your first job?

Passing out menu flyers for restaurants. I just turned 17 at the time and moved to New York City from South America about a week prior. My next job was scooping ice cream at Baskin Robbins. Much more fun.

How long have you been in the IR industry?

Twenty five of my 27 years have been at PondelWilkinson. I spent my first two years working for a publicly traded apparel manufacturing company, which piqued my interest and passion in investor relations.

If you had to pick one word to describe what you do, what would it be?

Multitasker. Hands down the best word that describes me and encompasses my job. I’m pretty much a jack of all trades at the firm, from working with the investment community on behalf of investor relations clients, to planning, accounting and human resources for PondelWilkinson. 

What is the favorite part about your job?

Learning about all the different types of businesses we represent, how they operate and how we help companies maneuver through the investor landscape. This gives me a plethora of knowledge about different industries, management styles and achieving success

What is the least favorite part about your job?

I would have to say managing quarterly reporting schedules. Most public companies report earnings around the same timeframe, and sometimes, clients report results on the same day. Life becomes super hectic during earnings season.

What do you like to do for fun?

I enjoy traveling, dancing and attending the theater. Living in Los Angeles provides plenty of options to keep me entertained and happy.

What’s the weirdest thing you’ve ever done?

I know it may sound odd, but I don’t do weird things, although I’m quite adventurous when it comes to food. My most recent trip to Philadelphia had me eating authentic sautéed snails!

What’s something that recently made you smile?

About a month ago, I saw a butterfly in my backyard struggling to fly. It kept bumping into things. I went outside to see if I could pick it up and noticed its legs were stuck together with some type of lint. I was able to remove the string-like material, and happily, I watched it fly away. It was one of the most beautiful butterflies and being able to help it put a smile on my face.

What’s next on your bucket list?

Traveling back home to visit my family in Taiwan for Chinese New Year, Asia’s most celebrated season. I haven’t visited my family for almost four years because of Covid. I am super excited, since it has been so many years since I properly and traditionally celebrated Chinese New Year. Looking forward to the Year of Rabbit on January 22, 2023.  

What’s the best advice you’ve ever heard?

“Forgiveness is really for yourself, not the person you are angry with.” I am not sure where I originally heard that, but often the person who angers you is unaware of your feelings. I’ve learned that it’s best to let go, otherwise these emotions will only hurt you in the end.

— Shannon Clemons, sclemons@pondel.com

PondelWilkinson Profiles: Laurie Berman 

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PondelWilkinson’s investor relations teams play an important role helping publicly traded companies position themselves to Wall Street. We caught up with Laurie Berman, the firm’s managing director, who shared more about her IR work, personal life and some of the factors that have influenced her career.  

What was your first job?  

My very first job was at a snack bar in a roller-skating rink. Professionally, my first job out of college was working at Institutional Investor magazine in their sponsored conference division.

Laurie Berman, PondelWilkinson’s managing director, pictured with her loving dog, Mishka, as they enjoy the Los Angeles sun.

How long have you been in the industry?  

I’ve been practicing investor relations for almost 30 years (I guess I started when I was still in diapers).

If you had to pick one word to describe what you do, what would it be?  

Fast-paced (that’s one word, right?).

What is your favorite part about your job?  

I love storytelling. It’s so important to be able to find the right words to describe a company and its strategy.

What is your least favorite part about your job?  

Deadlines. Although I work great under pressure, it’s sometimes tough to juggle multiple deadlines at the same time. I’m proud to say I’ve never missed an important one.

What do you like to do for fun?  

I love sports (the spectator kind).  Right now I’m very into football and I am a rabid fan for my NY Giants.  Baseball is also a love of mine, but I switched my allegiance from the NY Mets to the Los Angeles Dodgers when I moved to Los Angeles more than 20 years ago.  I still do root pretty hard the New York teams of my childhood.

What’s the weirdest thing you’ve ever done?  

I allowed a very persistent relative to convince me to go on a date with someone I briefly dated five years before (it didn’t work out at the time). We’ve now been married for almost 26 years, and that relative was a flower girl at my wedding (she was in her 50s at the time).

What’s something that recently made you smile?  

A few months ago, we rescued an 8-year-old dog with vision problems. She makes me smile all of the time because she’s such a goofball.

What’s next on your bucket list?  

Aside from winning the lottery? I’d love to take an extended vacation through Europe.

What’s the best advice you’ve ever heard?  

Not so much advice, but something I try to take to heart. “Comparison is the thief of joy.”

— Shannon Clemons, sclemons@pondel.com

Hitting The Ground Running: An Intern’s Perspective

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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

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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. 

Investor Relations in a Bear Market

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Every great story deserves an engaged audience.

It’s a philosophy we deeply believe in at PondelWilkinson – So much so it’s splashed across our website banner and written on the back of our business cards.

And it rings true regardless of market conditions, even in bear markets, when the value of equities or other investments dip 20 percent or more from recent highs.

That happened around mid-June on the S&P 500, and while there’s little companies specifically can do to calm market forces, taking a proactive, non-promotional stance is the best course, according to PondelWilkinson CEO Roger Pondel.

“Retreating or staying purposely quiet is not a strategy that works,” he asserts. “Astute investors have their antennae up now, looking for good companies.”

In a bear market, investors go into safer stocks, explains PondelWilkinson Vice President Judy Lin Sfetcu, who adds some historical context to highlight her point.

During the dark months of the financial crisis of 2007 and 2008, when the S&P sank nearly 52%, investors flocked to companies with solid financials and established track records, abandoning companies teetering on insolvency.

“If a company has a good balance sheet, they should be messaging that to investors and Wall Street,” Sfetcu says.

Managing Director Laurie Berman views this bear market more as a reflection of investor sentiment, than company specifics, and a recent tally by FactSet provides some data points to back that up.

Through July 22, 2022, 68 percent of S&P companies in Q2 reported a positive EPS surprise, while 65 percent of S&P companies reported a positive revenue surprise.

Granted it was a small sample size (21 percent of total company results), but undoubtedly good quarterly metrics by several publicly traded companies.

Yet, as of press time, the S&P was down just over 13 percent for the year. The tech-heavy Nasdaq, down 21 percent this year, closed with the worst six month start on record, losing nearly 30 percent of its value through June, according to Yahoo Finance.

“If a company is being negatively impacted by macro issues, that company should be honest about what that means for its future, and importantly, what steps are being taken to try to insulate it, or use the macro issues to their advantage,” Berman suggests. “Highlighting certain areas that may give investors more confidence can be helpful.”

Analysts and other finance experts contend bear markets typically last between nine months and a year, so settle in for some continued volatility, especially as inflation, pandemic-led labor shortages, related supply chain constraints, and rising interest rates present ongoing challenges.

In the interim, here are a few more dos and don’ts to ponder:

  • Think responsiveness and transparency.
  • Message the company’s strengths: cash flow and balance sheet; client/customer relationships; resilience and history in prior down markets.
  • Message if and how current economic conditions are creating change for the company, positive or negative, including decision-making.
  • Be certain that investors hear regularly from c-suite executives, sometimes more than the CEO and CFO, on conference calls, non-deal roadshows (NDRs) and conference presentations.
  • Court and know key investors and their concerns, not just about your company, but about their portfolios.
  • Give investors reasons to hold your shares, or buy more.
  • Don’t feel defensive about a falling stock price, particularly if the company is still performing well. Investors know the reason.

“Resist the temptation to over-promise about the future,” says Pondel. “Be proactive about reaching out to new investors and participating in NDRs and conferences. They are not a waste of time, even in a bear market.”

Consider this blog entry a primer to a larger discussion on investor sentiment, a key topic we’re aiming to further develop into a whitepaper this fall, with insightful take-aways to help public companies improve communication and messaging during volatile times.

Chris Casacchia, ccasacchia@pondel.com

How PR Can Support Micro Cap and Small Cap Companies

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

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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

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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

Continuing the Legacy of Cecilia Wilkinson

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We recently had the pleasure to meet with Andrea Gomez, a graduate student at USC and recipient of this year’s Cecilia Wilkinson Memorial Scholarship.

USC Graduate Student Andrea Gomez is the latest recipient of the Cecilia Wilkinson Memorial Scholarship.

For the past 15 years, the Cecilia Wilkinson Memorial Scholarship has been awarded to a first-year graduate student at USC Annenberg School for Communication and Journalism with an interest in corporate/investor relations and reputation management.

“I can’t thank you enough for your generosity!” said Gomez, who is pursuing a master’s degree in public relations and advertising. “The financial support has allowed me to attend USC without being burdened by financial stress. The Cecilia Wilkinson Memorial Scholarship has helped pay for a large amount of my tuition.”

Gomez shows strong passions in graphic design, marketing and civic engagement. She developed her unique concentration in working for service-driven organizations and is inspired to start a nonprofit organization for foster children one day.

“My dream has always been to work in a nonprofit, advocacy or social justice sector,” added Gomez. “Following and developing my passions led to my career in public relations. Corporate communications is a field that is quickly evolving. I’m so excited to enter this profession that will challenge me and push me to grow.”

Gomez also maintains high grades and already has begun making substantial connections with her professors who have founded nonprofit organizations. It is nerve-racking to enter a new world of education, but Gomez shows great talent, strength and aspiration to become the next front runner in the public relations realm.

“With their passion, purpose and skills, these students truly embody the hope and possibility of the future,” said Willow Bay, dean at USC Annenberg School for Communication and Journal about PondelWilkinson’s memorial scholarship. “Your generosity has made a difference for our students today and tomorrow, and I am truly grateful for your enduring support and partnership.”

Best of luck, Andrea!

Aimee Wong, awang@pondel.com