Want to know how to become the next Communicator of the Year? We asked this year’s winner, Katrina Huffstutler of Grant Company, what her secret is, how she won the award this year and the impact it has on her career.
1. How do you become the Communicator of the Year?
“Despite receiving the award in Kansas City, I somehow still feel ill-equipped to answer this question. I was such an incredible surprise and honor. So, while my imposter syndrome makes me hesitant to share advice, I love the work I do and will always take the opportunity to talk about it.
While the Communicator of the Year contest includes professionals who may consider themselves marketers, writers, videographers or designers first, most of us are some combination of two or more — if not all four. That means there are many ways to win!
I’m a writer. I studied agricultural communications with an emphasis in print journalism, with the intent of writing for a livestock magazine. I reached that goal, serving as staff writer then associate editor and ultimately editor-in-chief of The Cattleman magazine. But it was while I was executive director of communications for its publisher, Texas & Southwestern Cattle Raisers Association, that I learned how much I really loved public relations. Getting a reporter the background information they needed — like walking them through the cattle production system or explaining management practices. Getting spokespeople prepared for the big interview. Writing pieces that would never feature my byline. Providing content that editors’ readers actually care about.
While we can always learn from and build on our past experiences, I believe no two clients or campaigns will be the same. Because of that, I spend a lot of time learning and trying to get better. I read and watch the news religiously. I listen to webinars, podcasts and TikToks on communications. And, because I’m an elder millennial, I’ve been known to rent or purchase textbooks.
My winning portfolio included work from a public relations campaign I’m incredibly proud of. It earned a lot of coverage and accomplished the client’s goal. But I can’t wait to see what we can do next. I guess that sums it up — take a little time to enjoy the successes, but never grow complacent. Communicators of all disciplines must be willing to make the next one better.
And, of course, just keep trying. Like they say, you can’t win if you don’t play (that one has convinced me to buy a lotto ticket now and then). Enter that work in the ACN contest. It’s a great opportunity.”
2. How does this award help your professional career and ACN career?
“It’s one of the biggest honors of my career. While none of us do the work we do for the accolades, there’s no doubt a little recognition can be a great motivator. It’s a morale boost. A reminder for the days when the job is hard, or when you feel like you’re not that good at it.”
3. What tips or tricks do you have for ACN members who want to receive this award as well?
“My tip works for all categories — start early. When you write or shoot or design things you’re proud of, drop them in a folder. It’ll be easier to figure out what to enter when the contest opens if you don’t have
to spend time thinking about what you created during that time period. When relevant, I also drop copies of metrics or clippings in those folders so I’ll have the supplemental information needed. Later on, I organize the folder into subfolders by categories and it makes entries a breeze.”
4. Why do you enjoy being a member of ACN?
“I appreciate the professional development opportunities and the chance to meet people in the industry. I also enjoy reading the newsletter and feeling connected throughout the year.”