Heather Adams (ABJ ‘98) has not only proven she’s a PR expert by starting her own company, Choice Media Communications, but she also has entered the podcasting realm with Make Me Known to deepen her skills and expertise.
In the weekly podcast, Adams talks with guests and shares “professional insights, encouragement and practical advice” about all things communications, relationships, entrepreneurship and empowering women, according to her website.
Following graduation from Grady, Adams immediately entered the communications industry. Her work took her from Atlanta to Nashville, where she currently lives with her family.
Adams launched Choice in 2014.
“We started out doing a whole lot of book publicity because that was my background, that’s what I knew, that’s what I was good at and what I love. And then we evolved and grew from there,” she said. “And we really do a lot of different kinds of communications services based on the need of the client. Publicity and media relations is certainly our bread and butter.”
While Adams has seen her company grow in the past seven years, she says she has been able to further refine her skills. In 2019, Adams said she realized that podcasting was coming into the conversation and she wanted to advise her clients on how to take advantage of the up-and-coming medium. While she could tell it was something worth looking into, Adams was relatively unfamiliar with it.
Adams said she wanted to know the ins-and-outs of podcasting, so she decided to start her own.
“When you’re a communications expert, and there’s a format that’s really permeating the culture, you want to make sure that you have your finger on the pulse of it, so it was for us to know the ins and outs of everything connected to a podcast,” she said. “It sets us up as the experts in our industry.”
Adams said creating a podcast would help her clients realize that Choice employees knew what they were talking about when it came to best practices and the inner-workings of podcasting. Additionally, she describes it as a “business development tool and lead generator” that brings clients to Choice who many not have heard about the company before listening to the podcast.
Before long, Adams and her team had created a podcast called This Intentional Life in June 2020. After reflecting on the podcast, it’s successes and it’s areas for improvement, Adams decided to revamp it.
“People liked it and they enjoyed the content and we had great engagement and they loved the guests that we had and they thought we were fun and all of that, but it wasn’t ultimately serving the purpose that we had created it for,” Adams said.
Now a year later, the series is rebranded and has relaunched as Make Me Known. While the elements are similar to the original elements, the biggest difference is a specific core focus on four pillars: communications expertise, entrepreneurship, empowering women and leadership, and relationships.
Adams says this key focus is based on Choice’s ideal client: a busy, ambitious, working woman who juggles a successful work life with her personal relationships.
“What we’re trying to do is equip her with the tools that she needs to go and be successful in work and in life and the dynamics of the two, but growing her business and her career, while managing the strong quality of life that she desires at home,” Adams said. “And so we develop all of the content through one of those four pillars with that ideal woman in mind of who we want listening to Make Me Known so that we are deliberately and intentionally serving her.”
Through this podcast, Adams says she’s successfully become an expert in the medium. From learning how to interview to going after and securing guests to creating, producing and taping episodes, she’s seen it all.
“We intend fully to grow and enhance our offerings as the podcast grows and continues to evolve, and it being just one format and avenue or channel with which we’re trying to serve the women that are our ideal client choice.”
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