Capitol Communicator is running “Up Close and Personal” profiles of communicators in the mid-Atlantic. In this profile we feature Tina Beaty. Photography for the series is by award-winning Cade Martin, wardrobe 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.
Tina, please provide us a short bio.
I change the way people think, feel and believe. Using integrated communications strategies, based on research and audience insights deployed across all channels, I lead teams to create behavior change within their target audiences.
I collaborate with clients to understand their marketing and communication challenges and strategically draw the line back to end business goals before developing and implementing integrated plans. I am currently a vice president at SHRM – the voice of all things work, overseeing brand, experience and communications.
I have launched products, shaped public opinion, and introduced consumer awareness campaigns. My leadership of an integrated communications campaign at SHRM started a national dialogue around the business impact of toxic workplaces and for the Indexed Annuities Leadership Council. I changed perceptions of fixed indexed annuities, leading to a 30% increase in industry sales.
In 2014, I was named to PR News’ Top Women in PR.
Are you involved in any professional organizations?
I am involved with WWPR, Washington Women in Public Relations; I am an advisory board member for Miami University’s (OH) journalism and communication school; and I am involved with SHRM – where we create better workplaces where employers and employees thrive together. As the voice of all things work, workers and the workplace, SHRM is the foremost expert, convener and thought leader on issues impacting today’s evolving workplaces.
What are you are most proud of?
My professional accomplishments fuel my storytelling spirit to shape the world around us, but my favorite moment everyday is opening the door and having small feet run towards me yelling “mom! mom!”
Who are your personal role models?
My mom and dad are my role models, mentors, champions and pushers. They helped me find my strengths, honed my passions into a career and helped me see how my failures where just learning opportunities not setbacks.
Did your role models offer professional advice that helped you in your career?
The best professional advice I ever got was to grab opportunities – especially if it is a stretch or if it scared me. I took that to heart and started interning at a radio station in high school and got an internship every semester/summer of undergrad including a summer at PepsiCo on a product launch project in London. I learned and grew so much in those opportunities. In fact, it was in my worst of internships that I learned what I didn’t want to do which greatly helped me tailor my career aspirations. I try to apply that advice in my career now as well – I look for new opportunities, I don’t shy away from change, and I push myself and my teams to achieve more than we think possible!
What professional advice do you have for others?
Be Bold & Go In 100% – see the big picture of business goals while understanding how the details work to create success.
What’s on your Spotify and Pandora playlists?
Music compliments whatever I am tackling – making dinner is a rotation of Mac Miller, Marshmello, Bruno Mars and J. Cole; a three-mile run is a mix of Lizzo, Lupe Fiasco and Three 6 Mafia; weekends might be Anderson Paak, Post Malone, and Kendrick Lamar. Of course, Disney soundtracks also grab the spotlight when it’s an impromptu dance party with the kids.
What’s your favorite restaurant?
Fiola in Washington, D.C., because each meal tells a story and the attention to precise detail is amazing
Is there anything else you would like us to know about you?
I am a mommy-ninja as well as a real-life ninja, holding a black belt in Tae Kwon Do.
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