Capitol Communicator is running “Up Close and Personal” profiles of communicators in the mid-Atlantic.  In this profile we feature Shana Glickfield.  Photography for the series is by Cade Martinwardrobe styling by Pascale Lemaire and Sybil Street for THE Artist Agency; and hair and makeup by Patti D Nelson, Janice Kinigopoulos and Lori Pressman for THE Artist Agency.

Shana, tell us a bit about yourself.

I am a founding partner of Beekeeper Group, a boutique public affairs and communications agency located in Washington, D.C.. In my day-to-day, I advise a wide variety of corporate, association, and nonprofit clients on their online communications strategies, with a focus on websites, social media and mobile technology.

Are you involved in any other organizations?

I am a big proponent of giving back to my community both through formal organizations and supporting independent local businesses. I currently serve as Board Member for Safe Shores – The D.C. Children’s Advocacy Center and on the leadership committee of 3GDC, Washington DC Grandchildren of Holocaust Survivors.

What you are most proud of, in terms of your personal accomplishments?

I am most proud of my accidental entrepreneurship as a co-founder of Beekeeper Group. My goal was never to be a business owner, but my co-founders and I saw a need in our sector for a digital-first vision back in 2009 and gave it a shot.

I am also very proud of my PRWeek 40 Under 40 Award. It’s a very competitive selection process, and I had been rejected twice before finally being selected – and I was dangerously close to being disqualified because of age.

Who are your personal role models?

Starting out in Washington, D.C., in the lobbying sector, I was fortunate to have a boss that put me right on the lobbying frontlines and taught me so much about the legislative process, coalition-building, grassroots, and action-driven communications. Joan Mulhern passed away in 2012, but I still keep the brain sculpture she gave me when I left for law school on my desk for inspiration as a communicator and activist.

In recent years, I often turn to David Fuscus, the president and CEO of Xenophon Strategies, for advice. He is a seasoned PR professional and business owner, so I can go to him with all kinds of challenges. He brings so much energy to his work and taught me “You gotta bring the sizzle!” to get attention today. I now often hear myself saying to colleagues and clients “We need to up the sizzle!” if something doesn’t make a splash at first glance.

What professional advice do you have for others?

It’s important to “bring the sizzle” even when it comes to yourself! You should develop and maintain a strong personal brand online and offline. That means having a distinctive headshot, a descriptive, achievement-driven bio, and frequently updating your social channels for extra visibility. It also means attending events and conferences in your sector so people can get to know you in real life to solidify the connections you make online.

What’s on your Spotify and Pandora playlists?

Sadly, I don’t listen to very much music anymore. My playlists are basically audiobooks, podcasts, and my new favorite, an app called Blinkist that synthesizes business books to just 10-20 minute audio casts. But when I do tap into Spotify, I check out the “50 Most Played Songs in America” playlist to see how out of touch I am.

What’s your favorite restaurant?

Cooking is not one of my strengths, so I dine out quite a bit in D.C. My favorite restaurant is Red Hen in Bloomingdale, but more often I go to its more casual spin-off, All Purpose Pizza. I do most of my business lunches at PJ Clarke’s Sidecar on K Street. And you can also find me out on the Le Diplomate patio quite a bit when the weather permits!

Is there anything else you would like us to know about you?

I strive for ongoing learning and personal development and often rely on different Facebook Groups for my various interest areas – personal and professional – to get news, events and opinions. The topics range from groups on social media, to French Bulldogs, to self-care. Now that social media is filled with more news, politics, and brands, these are great for more curated, personal dialogue.

Check out all Capitol Communicator profiles here.

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