Five takeaways from another year #behindthehourglass

⌛ By Kaylin R. Staten ⌛

2021 has been a year for the books. Before this year began, Hourglass Media had a clear-cut vision through all of the still uncertain times: increase and/or maintain financial and client goals/objectives, continuing to tell stories that matter (500+ was the magic number, in fact).

While the pandemic and other factors have impacted our lives in and out of the office, Hourglass Media continues to meet opportunities right where they are. 2021 was no different. While we had a banner year and have met nearly all of our goals and objectives, we have learned just as much from our missteps (if not more, as it usually goes).

In 2021, I aimed to do the following:

Here’s to a new definition of a mom-CEO and witnessing the amazing growth of my son and company. This year, I will stop along the beaten path to take in the sights, no matter how grievous or exhilarating. Moments become memories so quickly, and all we are left with are stories.

Here are five takeaways as we wrap up another year and look toward 2022:

Client work is the heart of who we are.

Client work is what makes Hourglass Media thrive. As an independent practitioner and sometimes small agency of subcontractors, Hourglass Media is able to work on a myriad of interesting and impactful projects. In 2021, we worked on several projects, from a statewide adult oral health postcard and articles for local publications to Huntington’s sesquicentennial and continued efforts in the families and children sector. We wouldn’t be who we are without telling stories, and it has been an honor to be at the helm of so many narratives in 2021. We have learned what it means to host virtual events, hybrid events, multiple events at once, and how to handle target audiences in each capacity. We’ve interviewed countless individuals, burned the midnight oil, and have hopefully made a difference with each project we have worked on. Through it all, I personally picked up new skills, knowledge, and emphases for 2022. Stay tuned for more information with an updated highlight reel and case studies! 

Mental health is -- and always has been -- a priority. 

For Hourglass Media, mental health awareness and maintenance is more than a buzzword. Mental health has always been at the core of what we do. In recent years, we have even worked with clients who also make mental health a priority. When LinkedIn announced it was going to give each full-time employee time off the week of April 5, I wanted to follow suit. Although Hourglass Media is a smaller company, we can make a huge difference in combating mental health stigma and putting our own mental health first. So, Isabella and I were off work the week of May 24 for Hourglass Media’s inaugural Mental Health Week. It helped us recharge after months of client work and other responsibilities. It’s vital to continue to practice what you advocate for, and the follow-through with Mental Health Week helped me realize its importance. We will continue to do this in 2022 and beyond. Learn more about our takeaways here. 

You can turn your personal passions into projects.

The beauty of running a small business is that you can continue to make changes that will have a lasting impact on you and your company. This year, we released Healing Your Heart: A Prompted Journal for Pregnancy Loss. While I always have tried to maintain two separate versions of me, I realized this year that putting all of my identities in separate buckets is not helpful (see the next point). I had a second miscarriage on April 20, and I needed a creative outlet to manage my grief. One of those ended up being Healing Your Heart. I learned that I want to do more projects that really light me up, and Hourglass Media has wonderful supporters, resources, and expertise to continue to shed light on important issues like pregnancy loss, mental health, and so much more. While it has been challenging to talk in a public space about something so deeply personal, it has been cathartic. My hope is that I will help others feel less alone in this process and to realize their own journeys. In 2022, I plan to release more passion-based projects based on my own experiences, as well as others. 

Work-life integration -- and not “balance -- is essential.

What helped this year was working on truly prioritizing my to-do list. I have always felt held captive by my own expectations (and others at previous points in my life), so I love crossing off items on my to-do list. What I didn’t realize was that I was busy being “busy.” At times, there’s was no means to any end. Now, I am focused on what matters the most to Hourglass Media’s goals, objectives, and mission. I also want to streamline processes so I can spend more time with my family. That is something that has mattered to me more and more since welcoming our son last year. A lot of people throw around the term “work-life balance,” and I know I have been in that camp in previous blog posts. However, “balance” is an unrelenting high standard. For most of us, achieving balance is not possible, if it’s ever truly possible for anyone. Now, I like to use “work-life integration.” Look, I am going to be honest here: I spent many of my son’s naptimes this year on virtual meetings and working while I could. Being a mom and a business owner/PR practitioner/writer cannot be siloed. They have to work in tandem in order to be efficient. I learned that lesson the hard way this year! (And asking for help is also a must. It’s not always easy for me, but I couldn’t have done anything this year without help on a personal and professional level.

You can still continue to surprise yourself. 

So, a couple of years ago, I created an initiative (and truly an internal brand) called Introverted Media Darling. I even created a guidebook and workshop series. While I plan to revamp this in some capacity in 2022, I also want to confess something to you: I am not a true introvert. I’m sure some of you are like, “Duh. Of course, she isn’t.” (I also know how millennial that makes me sound. It’s the “duh,” right?) I realized during the COVID-19 pandemic that I do like human interaction. And it’s more than just wanting to see people I already know within my comfort zone. I enjoy getting outside of my comfort zone during events, live interviews, meeting people for the first time, etc. When I interviewed individuals for the Huntington 150 video interview series, for example, I enjoyed hearing their stories. I truly like learning more about people’s lives. I also feel more revitalized after major events, an in-person meeting, and other human interactions I used to take for granted. Now, I do still prefer Zoom meetings in some cases, as you cannot argue with their efficiency and the lack of a commute. (And honestly, I wake up on the wrong side of the bed sometimes, and I still want to wear comfy clothes to the “office.”) That revelation surprised me because I have always identified myself as an introvert. I may be more of both, but when I realized my extroverted tendencies, I was a bit shocked. It just proves that you can still surprise yourself -- no matter how long you are in a specific profession. 

Our internal 2021 motto will continue to ring true in 2022 and beyond: Memento vivere. Remember to live. 

Kaylin R. Staten, APR, is an award-winning, accredited public relations practitioner and writer based in Huntington, WV, with 18 years of professional communications experience. As CEO and founder of Hourglass Media, she uses her compassionate spirit and expertise to delve into the heart of clients’ stories. She is a mental health advocate, wife, mom, and Leia Organa aficionado. Connect with Kaylin on LinkedIn.