The term “coming full circle” has a special meaning when it comes to my relationship with Sarah Collins. The public relations flower child from Wisconsin and I first met at a Starbucks just a few blocks from my South Florida office back in 2007. It was a transitional time in the public relations industry. Facebook, Twitter, and LinkedIn were barely born and not even on the PR radar screen, but they were for me at The Buyer Group.
I already started pivoting out of the archaic-PR-industry fashion and began integrating SEO and social media to my client’s strategies. Sarah’s talent was obvious, not to mention her motivation, drive and work ethic.
With the new frontier beginning, Sarah was ready for the ride. Her title was not the stale and boring “account executive.” It was an “interactive producer.” We were so ahead of our time. Setting up YouTube accounts, Facebook business profiles and reinventing public relations as the world knew it. When Facebook released custom URLs for Business Pages, Sarah and I were on it! Page URL claimed.
Over the next two years working together, Steve Jobs unveiled the iPhone, texting was LOL no joke, Twitter went mainstream, the Apple app store launched, Facebook became the largest social media network, Yelp introduced business accounts, blogs for business evolved and our world as we knew it was viral and real time.
When 2009 came along Sarah was ready to move back to her hometown in Wisconsin and I sadly had to say goodbye, but not forever.
Ten years later, Sarah reunites with my Social PR Agency, The Buyer Group as the lead strategist of all things Social PR. Her journey from 2009 to now gained Sarah valuable, major-brand experience and priceless, on-point management skillsets.
Now she boldly pivots, to a new world of disruptive PR agency standards and values focused on being nimble, trend-setting and efficient. Together we will scale to new heights.
Here’s the scoop on Sarah Collins
Lead Strategist, The Buyer Group: Social PR Agency
Home Base? 🏠
Can you tell us a story about what brought you to this specific career path?
I’ve always loved media and live music is one of my passions. In college, my senior thesis focused on an advertising agency in Minneapolis that launched the “One Sweet Whirled” campaign between Dave Matthews Band and Ben & Jerry’s Ice Cream. Long story short, the firm hired me right out of college and agency life became my norm.
When did the entrepreneur light bulb go off?
What advice would you give other women wanting to start something new?
Trust your heart. I spent years making decisions with my head and while there is a time and a place for that; the heart is the connection to the true self, which is where all major life decisions should be made.
How do you bring goodness to the world?
If there’s one thing I want to be remembered for its kindness. I strive for a gracious and empathetic presence in everything I do.
None of us are able to achieve success without some adversity along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story about that?
I love seeing women supporting women and Lisa Buyer is a prominent person in this space. I’m incredibly grateful to her for taking me under her wing when I was right out of college in 2007 and offering me the opportunity to re-join her team as a solution to my personal wayfinding in 2019.
What are your “5 Leadership Lessons I Learned From My Experience” and why?
1. Choose love, not fear. Making a change can be scary. Let your decisions be guided by the things that you love in your life, not underlying fears and distractions based on ego.
2. Perfection blocks creativity. I consider myself a perfectionist and often it’s not a good thing. I can get bogged down in “making it perfect” and the reality is perfect doesn’t exist. I find that the more I focus on “perfect” the less creative the output.
3. Silence is a great source of strength. The golden rule plays strongly here: “Do unto others as you would have them do unto you” (Matt 7:12). I believe there is a very delicate balance of when to speak up and when to be silent. Everyone needs to decide where to draw the line for themselves. Having the awareness that there is a line is a good place to start.
4. Let go of things that no longer serve you. Take note of what’s working and what’s not. Be true to yourself always and everything else will fall into place.
5. Accountability is a career catapult. I’ve had a lot of great luck in my career, meeting the right people, being exposed to the right opportunities but there’s no doubt that the success I’ve had is due to my personal accountability in the effort I put forth.
Is there a person in the world whom you would love to have a private breakfast or lunch with, and why?
Trey Anastasio, the lead singer/guitarist from Phish. He is a creative genius with a kind soul.
Secret Talent? 💃🏼
I can hold pincha mayurasana (thats a forearm handstand in yoga)
The Female Persuasion by Meg Wolitzer
Where will social media in five years ⏰
The perfection bubble will have burst and social media will be used for true and authentic communication.
Favorite Drink Order? ☕️
It changes regularly. Currently: red blend.
Favorite Instagram Account?
View this post on Instagram
Favorite Way to Decompress?
Yoga, a shit ton of #yoga
Women You Admire?
LinkedIn Profile? 📃
What are you excited about for this year?
I’m excited to make it official: The Buyer Group is back together again!
After 10 years honing my skill and launching brand campaigns in mid-to-large-size ad agencies, I’ve decided to come back to The Buyer Group (where my Social PR song started) to lead the Social PR agency’s strategy, operations and massive growth.
I welcome Sarah back to The Buyer Group with a standing ovation, she now has the power to create the new flow, be the groove and harness business outcomes of today’s modern day environment. Sarah is one Female Disruptor who is just getting started. Follow her beat on Twitter, connect with her on LinkedIn or meet up with her at a Phish concert.
About Female Disruptors
Female Disruptors is a passion project by Lisa Buyer, designed to spotlight women who are disruptors in their space. You don’t need a bestselling book to be a female disruptor—you need passion, vision, focus, compassion, determination and a burning desire to share this with the world.
Spark your ambition with more inspirational stories of women breaking down barriers: