Lesson Learned

For over two decades, we have navigated the intricate waters of higher education consulting with a stalwart determination and an unwavering commitment to excellence. Our consulting firm was the lone Black-owned, woman-run ship sailing in a sea of starched collars and stuffy boardrooms. Our standard? Nothing short of perfection. And we sailed through those waters with the grace of a swan on a serene lake.

Our journey began with a clientele as diverse as the colors of the rainbow – from small proprietary schools to sprawling community college districts, from historically black colleges and universities (HBCUs) to the largest private university in the country. Our clients were the cream of the academic crop, with many boasting not just a master's degree but also doctorate credentials.

Everything, and I do mean everything, we did was conducted with the utmost professionalism. Our emails were polished, our conversations were refined, and our reports were pristine. As pioneers in a predominantly white, male-dominated industry, we had to set a standard that was above reproach.

But as the saying goes, "All work and no play makes Ethel a dull PR firm." We quickly learned that while professionalism is key, flexibility is equally important in the world of public relations. Each PR client is as unique as a fingerprint, with their own distinct style and tone. While some prefer the formalities of academia, others want their communication to sound as casual as a chat over coffee.

One memorable project taught us this lesson the hard way. After hours of meticulous work, we proudly completed a project for a client.  We were so pleased with what we created that we confidently high-fived one another before sending the draft to the client.  But alas, their response was a sobering wake-up call. None of what we had done met their expectations.   We weren’t just surprised, our feelings were hurt!  Thankfully, our initial devastation quickly gave way to a valuable lesson – we can't take it personally. We have to deliver what the client wants, not what we think they should want.

And so, we adapted. We incorporated a crucial first step into our process: a conversation to understand the client's tone and style. Because let's face it, not everyone wants a product that sounds like it's destined for the Oval Office.

In the end, our journey through the unpredictable seas of business has been filled with ups and downs, triumphs and setbacks. But through it all, we've emerged stronger, wiser, and ready to tackle whatever challenges come our way. So here's to the lessons learned, the growth experienced, the adventures yet to come with Ethel Clark Services and smooth sailing!