Missy Hurley, CEO, B2 Communications

What’s an accomplishment you’re really proud of, that maybe you didn’t receive recognition for?

Over the last 16 years, we have had 80+ interns complete our PR internship program. That’s nearly 100 qualified professionals who are entering the field and moving our industry forward. It’s important to me because when I was a student, my internships gave me insight into how the industry works. It gave me the practical experience to land my first jobs and get a start in PR.

To come full circle, it was important to me to start an internship program and create opportunities for other young professionals to get their start when I co-founded B2. Each semester, two emerging PR professionals have the chance to work alongside our seasoned team members. They get training and mentorship to achieve milestones during their 14 to 16-week internship. They polish their skills and build their portfolios, and they attend meetings with our internal teams and our clients. In addition, they set personal career goals, get feedback on their resumes and have access to “ask me anything” sessions.

Beyond our internship program, I guest lecture at marketing and PR classes at the University of Tampa (my alma mater) and the University of South Florida. Previously, I’ve mentored students through the Public Relations Society of America (PRSA) Tampa Bay’s mentorship program. Outside of our industry, I’m mentoring a high school sophomore through Think Big For Kids, which aims to break the cycle of poverty for middle and high school students.

What's a risk you took that paid off? (Or didn't, and what did you learn?)

I started B2 Communications was 27 years old. As a younger woman in a leadership role, I had to work twice as hard to be taken seriously as an expert in my field. Public relations is a relationship-based field and the primary relationship for any practitioner is with the client. I could not afford to not have the trust of my clients in my abilities, so I focused on building my credentials.

To bolster my confidence and add to my 7 years of industry knowledge, I began to take classes to earn my APR (Accreditation in Public Relations), a voluntary credential supported by the Public Relations Society of America (PRSA) that denotes a strong understanding of both the practice and theory of public relations. While working on my APR, I was able to learn more about communications theory and research. This additional knowledge gave me the confidence to walk into a room and know that I belonged there as a communication expert. After passing my APR exam in 2011, clients felt the same way.

Who is a woman who inspires you?

Renée Vaughn, president of Williams Consulting Group, continues to be a woman who inspires and motivates me. I first met Renee when I was a student at the University of Tampa, but I didn’t begin to get to know her until I co-founded B2.

Renee is an expert communicator with deep community connections. It is her thoughtfulness and caring nature that makes her a wonderful professional and role model. She listens intently when you talk to her and makes a note of the things that interest and drive you. She will follow up a conversation with a personalized touch and ability to be positive and uplifting makes every conversation with her joyful. 

Renee has taught me the importance of approaching life with positivity. She taught me that small adjustments in thoughts and behaviors can make all the difference. This is something that I carry with me professionally and personally to this day.

What's a stereotype about women in your industry that isn’t true?

One of the biggest stereotypes is that we’re all simply party planners. While event planning can be part of public relations, reducing the industry to this singular stereotype leaves out the critical thinking and strategy that are core to successful public relations campaigns.

It’s also dated. Public relations has grown and evolved over the past 15 years to encompass and lead influencer campaigns, strategic social media and now, AEO and GEO.

What's the single decision that had the greatest impact on your professional success?

One of my best decisions was taking a receptionist position at a law firm in my freshmen year of college. I’d never worked in an office, didn’t understand the fax machine and had trouble with the multi-line phone system. I had a terrible case of imposter syndrome because I had zero legal experience, but I showed up on time and ready to learn each day. Initially, I was terrified of my boss Jacqueline Whatley who had been practicing corporate and real estate law for nearly 40 years by the time I started working with the firm. Over time, I understood the need for precision and continuing education in the legal field. After a few months, one of the other staffers needed time off and I moved into a legal assistant position and began working with the firm’s offsite book keeper.

This experience set the foundation for the business acumen that I’d need to start B2 Communications. And I learned that there’s strength in showing up and learning every day.

What did you have to unlearn in order to grow?

I’ve had to unlearn perfectionist habits in order to grow. My perfectionist habits were getting in the way of trusting others to complete the work and leading to bottlenecks. It was also keeping others from having the confidence and competence to be able to grow into new roles and feeling comfortable sharing new ideas and new ways of doing things.

How do you handle being underestimated?

Being underestimated used to bother me. A lot. But about 10 years ago, I learned that I can’t control what people think of me, including being underestimated. This important lesson came out of a tough time managing our staff, and I realized that I don’t have the bandwidth to be concerned about what people think about me. As a leader, I have to make tough calls and difficult decisions that might not be perfect for everyone but they’re the best for the group, or the business.

Do you have any advice for emerging female professionals early in their careers?

Find your “superpower.” This is something that you do better than others, or have as an innate skill. Use this “superpower” to become known in your profession and hold onto it as you grow.