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From Challenging Beginnings to Inspiring Success: An Interview with FCM’s CEO, Celina Shands

In a recent episode of The Success Chronicles, host Chip Baker sat down with FCM’s Founder and CEO, Celina Shands. Celina’s journey from a tumultuous childhood to becoming a successful entrepreneur and advocate for underserved populations is nothing short of inspiring. In this interview, Chip and Celina explored her background, her path to success, and her mission to create positive change in the world.

Celina Shands hails from the deep south of North Carolina, where she faced the challenges of growing up in a family plagued by alcoholism, just like 10.5% of all U.S. children ages 17 and younger. In such an environment, trust and support were hard to come by. Fortunately, Celina found a constant source of support in her older sister, who not only ensured her basic needs but also instilled in her the belief that she could achieve anything. Celina’s sister became her first mentor, teaching her the value of determination and hard work. Studies show the power of mentorship for youths are vast, including increased graduation rates, healthier relationships and lifestyle choices, higher college enrollment rates, and a decreased likelihood of drug and alcohol use (Benefits of Mentoring for Young People).

To channel the anxiety and negativity from her home life into something positive, Celina turned to sports. She played a variety of sports, from softball and volleyball to basketball and track and field. Sports taught her valuable life lessons, including the importance of collaboration and competition. Celina acknowledges her coaches, teammates, and friends as pivotal people who played a significant role in her life.

In 1984, Celina embarked on a journey to San Francisco, leaving behind her small southern hometown. With just $50 to her name, a credit card, and a new car payment, she faced fear and uncertainty. But this leap of faith led her to a new world. She pursued a master’s degree in sports medicine and started her first company, “Life at Its Peak,” which focused on integrating sports medicine into medical practices. However, evolving insurance laws led her to reinvent herself.

Celina’s journey eventually led her to San Diego, where she worked as a marketing director for the San Diego Health and Human Services Agency. During this time, she became involved with workforce development, a term that was new to her but resonated with her personal experiences. Workforce development is a system that helps youth and job seekers find their career paths through education and training. Recognizing the importance of this mission, Celina embraced it wholeheartedly.

Motivated to make a difference, Celina founded Full Capacity Marketing. This organization focuses on helping workforce and education-related organizations build their brands within their communities, especially those serving underserved populations. The goal is to make these organizations more visible and accessible, enabling individuals to access education and training opportunities that can change their lives.

Celina’s journey has shaped her definition of success. While early success was driven by survival and financial stability, it has since evolved into finding work with a mission that inspires positive change. She measures success by the positive impact her work has on individuals and communities, particularly those who are underserved and underrepresented.

Celina shares an inspiring story from one of the adult education schools Full Capacity Marketing works with. A homeless student who couldn’t afford a laptop to complete assignments received support from her instructor and a tech company. She not only earned her high school diploma equivalency but also went on to secure a job earning $66,000 a year. This story showcases the life-changing potential of workforce and education programs.

Celina Shands’ journey is a testament to the transformative power of resilience, mentorship, and a passion for making a positive impact on the lives of others. Her work with Full Capacity Marketing is helping underserved populations access education and training, creating inspiring success stories along the way. Celina’s definition of success goes beyond personal achievement; it’s about making a difference in the world, one person at a time.

Adversity to Empowerment: Unleashing Your Full Potential

In a world full of challenges and uncertainties, finding the strength to overcome adversity and embrace your true potential can be a daunting task. In this thought-provoking podcast, Celina and Henry-Cameron Allen, two remarkable individuals who have faced their fair share of life’s hardships, share their incredible stories of resilience, mentorship, entrepreneurship, and the transformative power of service and gratitude. Join us as we delve into their life journeys and extract valuable lessons on how to thrive in the face of adversity and become the best version of yourself.

Celina and Henry’s childhoods were marked by tumultuous family dynamics. Despite these early challenges, they both discovered solace and motivation in sports. Celina’s sister became her beacon of hope, encouraging her to dream big, pursue an education, and break free from limitations. Henry, on the other hand, learned the importance of integrity and embracing his identity after enduring years of volatility. These formative experiences taught them that self-reliance and determination can be powerful tools for navigating life’s rough waters.

As Celina and Henry reflect on their journeys, they highlight the significant role mentors played in shaping their outlook and abilities. These mentors ranged from teachers and relatives to sports coaches and colleagues. Mentorship, they emphasize, goes beyond teaching practical skills; it also imparts invaluable life lessons. Role models demonstrate the potential for success through their actions, showing that anyone can achieve greatness with the right guidance.

Celina and Henry both ventured into entrepreneurship, aligning their businesses with their life purposes. Living a meaningful life contributes to better physical health and fitness. It also reduces the risk of chronic disease. Multiple studies have even found that it can help you live longer (BetterUp Blog).

Celina has been instrumental in helping organizations reach underserved groups and empowering women in the business world. Henry, through his foundation, supports young people and provides resources for those dealing with grief. Their stories highlight the significance of finding meaningful work that brings fulfillment rather than solely pursuing financial gain or societal status.

One key takeaway from their discussion is the emphasis on self-knowledge and leveraging your innate strengths. Celina’s success story is a testament to breaking free from societal expectations and limitations. She started her own business, refusing to accept the constraints often placed on women in the South. Henry, inspired by his father’s regrets about sacrificing his dreams, learned that self-discovery is the first step towards personal growth and success.

Both Celina and Henry share their journeys of releasing fear, which, they agree, is a significant barrier to reaching one’s full potential. Celina turned to personal development and martial arts training to conquer fear after a traumatic incident. In contrast, Henry found that the tragic loss of his son eliminated all fear from his life. Overcoming your worst moments can liberate you from the shackles of worry about the future and open up a world of possibilities.

The podcast leaves us with a few actionable steps to unleash our full potential:

1. **Reflect on Pivotal People**: Identify the individuals who have influenced your journey and shaped your abilities.

2. **Conquer Fear**: Recognize times when fear has held you back and take steps to move past it.

3. **Serve Others**: Consider how you can support and empower others who have experienced similar struggles.

4. **Cultivate Gratitude**: Make a list of what you appreciate to nurture gratitude as your default state.

5. **Follow Your Own Path**: Examine societal pressures that may limit you and prioritize your own potential and path.

6. **Leverage Your Strengths**: Find work and activities aligned with your innate strengths and what provides meaning.

7. **Trust Yourself**: Practice listening to your intuition and inner wisdom when making decisions.

8. **Release Limiting Beliefs**: Let go of limiting stories and recognize your power to create your life.

9. **Discover Your Ancestry**: Explore your ancestry and inherited gifts passed down through generations.

10. **Commit to Personal Growth**: Make personal growth and self-knowledge an ongoing journey.

11. **Surround Yourself with Believers**: Build a supportive network that believes in your dreams and encourages you to aim high.

12. **Share Your Gifts**: Imagine how sharing your unique talents can contribute to making the world a better place.

In conclusion, Celina and Henry’s inspiring stories and the key takeaways from this podcast remind us that adversity can be a catalyst for personal growth and transformation. By embracing mentorship, self-knowledge, and the power of service and gratitude, we can all unleash our full potential and lead more fulfilling lives. So, let’s take these action items to heart and embark on a journey of self-discovery and empowerment.

Listen to the episode here: The Lost Travelers Podcast: On Pivotal People and Building the Skills to Overcome Fear

In today’s fast-paced, digital age, where instant gratification is the norm, it’s easy to get caught up in the desire for quick results. However, when it comes to building a strong brand presence and gaining media attention, public relations is a long-term strategy that demands patience and persistence. Developing a comprehensive long-term PR strategy is essential for building a strong brand reputation and maintaining a positive image in the eyes of your target audience. It requires careful planning, consistent effort, and a deep understanding of your audience’s needs and preferences.

Let’s explore why public relations is a marathon, not a sprint, by delving into the time it takes to establish relationships, the importance of timeliness, relevancy, and seasonality in your press angles, and the importance of integrated strategies.

Building and Nurturing Relationships

One of the fundamental aspects of public relations is building and nurturing relationships with key stakeholders, including journalists, editors, bloggers, and influencers. These relationships are not built overnight; they require time and consistent effort. PR professionals need to invest in networking with and engaging with these individuals on social media. It’s a long-term process that involves establishing trust and credibility.

For most brands, long gone are the days when a press release sent over the wire would create deep interest in a story. Now, journalists often rely on personal relationships when deciding which stories to cover. This means that a long-term commitment to building relationships can significantly increase your chances of getting media coverage. 

Journalists, like anyone else, have limited time and resources. When a compelling story idea comes their way, they want to be able to reach out to someone they know and trust to provide reliable information and access. PR professionals who have invested time in building relationships often find themselves on the receiving end of such opportunities. Thus, the groundwork you lay over time can lead to the perfect opportunity when the right story aligns with your client’s message. 

Muck Rack’s The State of Journalism 2023 survey found that 92% of journalists prefer to be pitched via 1:1 email. A 2023 Meltwater survey found that 94% of PR pros agree that 1:1 emails with personalization, communication tracking, and easy file sharing is the way to go to move the needle for their clients’ public relations efforts.

Timeliness, Seasonality, and Relevancy

Timeliness and seasonality also play a critical role in public relations. Different stories and topics resonate differently at various times of the year. PR professionals need to understand the ebb and flow of their industry and adapt their press angles accordingly. In the aforementioned Muck Rack survey, 69% of journalists said pitches that connect to a trending story are most shareable. 

Freelance journalist Keyaira N. Boone recently shared on LinkedIn, in response to a question on “Why PR firms ask for a one-year contract?”, that as a freelance journalist writing for multiple, national platforms, she just wrote a story based on a pitch that came in over a year ago; she also recently published a story featuring three experts that were pitched to her over five months ago; and that she must try a product before ethically writing about it, and that takes time. She shared this in frustration that someone would question PR’s role and wonder why publicists encourage long-term engagements with clients.

To put it into perspective, while a clothing brand’s holiday collection would be more relevant to pitch in the months leading up to the holiday season, a tax consultant might want to focus on tax-saving strategies at the beginning of the year. These trends and opportunities can only be maximized with a long-term PR strategy that includes planning and positioning ahead of time. 

Events on the world stage can often help or harm public relations efforts as well. During the pandemic, more journalists were interested in amplifying diverse voices, particularly in the Black and AAPI communities. Stories around social justice or that were relevant to the pandemic did better than most other communications efforts. 

Moreover, some stories take time to develop and gain relevance. By consistently and patiently working on your public relations strategy, you can ensure that your story angles align with the broader trends and ongoing news cycles.

Integrated Strategies

One key aspect of a long-term PR strategy is establishing clear objectives and goals and syncing them up with other marketing efforts. 89% of marketers think that their campaign strategies are integrated, but only 58% of consumers agree. (Marketers Think Their Campaigns Are Integrated. They’re Not.) A majority of journalists will check out a company’s social media in their vetting and reporting processes (Muck Rack). If what they find is not congruent with the messaging coming from your PR efforts, your brand will lose the trust of the journalist. 

PR goals should be specific, measurable, achievable, relevant, and time-bound (SMART) to ensure that your efforts are focused and effective. They may include increasing brand awareness, enhancing thought leadership, improving customer loyalty, or driving customer engagement and/or sales.

Another important element is identifying the most appropriate channels and platforms to reach your target audience. This could include traditional media outlets, social media platforms, industry events, or influencer partnerships. By understanding where your audience is most likely to engage with your content, you can maximize your reach and impact.

In addition, it is essential to regularly monitor and measure the outcomes of your PR efforts. By analyzing data and metrics, you can identify what is working and what needs to be adjusted. This allows you to make data-driven decisions and continuously optimize your strategy for the best results.

Building and nurturing relationships, being on journalists’ radar, and aligning your story angles with timeliness, seasonality and relevancy all require time and commitment. Creating campaigns that are integrated from the start assists in establishing journalists’ trust and credibility for your brand. While the fruits of your labor may not be immediately evident, the long-term investment can pay off with sustained brand visibility, credibility, and media coverage. Remember, in public relations, slow and steady often wins the race, ensuring that your brand remains relevant and influential in the ever-evolving media landscape.

Want to get an objective baseline assessment on your organization’s current brand? Schedule a consult with our PR division.  

Entrepreneurship translates to more local jobs, making entrepreneurs job creators and entrepreneurship a viable career pathway for job seekers and students. That’s why FCM is launching a new Entrepreneurship Division to give would-be and current entrepreneurs the knowledge, skills and abilities to be successful and grow into a small business with high growth potential.

Millions of Americans saw the pandemic as their opportunity for a fresh start when it came to how they made their living. They set out in record numbers to start their own businesses: Americans, including entrepreneurs of color, applied for 5.4 million business ID numbers in 2021, according to the U.S. Chamber of Commerce. 

In 2022, 5.1 million applications were filed in the U.S. That same year, California saw 33% more business applications filed than in 2019, according to the chamber’s interactive map, which shows new business applications across the country.

Entrepreneurship in the U.S. had been on the decline for decades before this surge, which

represents more than a new livelihood for Americans looking to be their own bosses or to share their passions with the world. It translates to more local jobs. It boosts local economic development efforts, too. When we think of entrepreneurs, we often think of them as innovators, risk-takers, or disruptors. But they are also job creators. And economic developers.

This Duke Center for International Development article explains their impact: “Entrepreneurship creates a huge amount of entry-level jobs that are very much important to turn unskilled jobholders into skilled ones. It also prepares and provides experienced workers to large industries.” 

Wait – What, Exactly, is Entrepreneurship?

The Center for American Entrepreneurship defines entrepreneurship as “the process of starting and developing a company, with the aim of delivering something new or improved to the market, or by organizing the means of production in a superior way.” The top two reasons business owners make the leap into entrepreneurship is they are ready to be their own boss (28%) or they are dissatisfied with corporate America (23%), according to Guidant’s “A Look at the State of Small Business in 2023.”

The Duke Center for International Development explains in the Top 5 Takeaways on the Importance of Entrepreneurship that entrepreneurship can be considered a national asset. 

“Entrepreneurs are the drivers of that asset for any country. It is a dynamic process that not only increases wealth but can also create value that results in improved well-being,” the article states. 

The article goes on to explain that “by creating new products and services, they stimulate new employment, which ultimately results in the acceleration of economic development. So public policy that encourages and supports entrepreneurship should be considered important for economic growth.”

As a longtime partner and thought leader in workforce development, FCM wants to help stimulate that economic growth within communities and empower job seekers to go after the thing they really want – in this case, becoming successful business owners. That’s why we are launching a new Entrepreneurship Division with the goal of giving would-be and current entrepreneurs the knowledge, skills and abilities to be successful and grow into a small business with high growth potential.

Introducing the Brand Amplifier for Entrepreneurs 

Our new Entrepreneurship Division is proud to introduce The Brand Amplifier for Entrepreneurs, part of FCM’s eFCM Learning Hub. The online courses can be taken alone, with our coaching staff, and/or combined with packages that include a brand toolkit and start-up PR opportunities. The goal is to elevate the exposure, awareness, and status of our participants and streamline efforts to gain higher returns on publicity investments, help clients plan campaigns, and maximize external marketing spends.

Each module is divided into mini modules for easy “consumption” with case studies and templates to help you move through The Brand Amplifier process easily which culminates in the development of your strategic marketing and communications. 

Module topics include:

• Module 1: Understanding Your Unique Market
• Module 2: Building Your Brand Identity
• Module 3: Identifying Your Ideal Customer
• Module 4: Storytelling to Elevate Your Brand
• Module 5: Integrated Marketing 101
• Module 6: The Wonderful World of Digital
• Module 7: Direct and Experiential Marketing
• Module 8: The Best in Public Relations Strategies 
• Module 9: The Art of Podcasting 
• Module 10: Creating Your Strategic Marketing and Communications Plan 

You can download our brochure for more details on our various packages.

This latest expansion of FCM’s services is headed by a seasoned entrepreneur, CEO Celina Shands. In her late 20s, she leveraged her bachelor’s degree in business/marketing, a master’s degree in sports medicine and her passion for sports as a collegiate athlete to start her first company, called Life At Its Peak. The consultancy helped doctors create a new business model by integrating sports medicine as part of a multi-disciplinary approach. When health insurance laws changed, she had to find another opportunity to pursue.

The next chapter was Full Capacity Marketing and a subsidiary company that she has since sold. FCM has been around for more than 20 years as a national consultancy specializing in brand storytelling and strategic communications for the workforce and education sectors – and now, the entrepreneurship sector.

Joining Celina is FCM’s VP of PR and Operations, Anika Jackson who has decades of success as an entrepreneur. As a marcom executive and instructor at the USC Annenberg School for Communication and Journalism, Anika’s knowledge of the intersections between public relations, branding, and digital media management is a perfect match to elevate results for FCM customers. She serves on the advisory board for the UC Santa Barbara Women in Leadership executive program, is a member of the Intuit Small Business Council and contributes her knowledge and thought leadership for the benefit of multiple local, national, and global organizations. Anika launched her marketing and business podcast in 2020, and it now has over 40,000 monthly listeners and more than 2500 5-star reviews.

If you are an entrepreneur, thinking of launching your own business, or looking to grow your current organization, we look forward to working with you and giving you the tools you need for success! Learn more under our eFCM Learning Hub!

Coming out of a strategic retreat in 2022, the Workforce Development Board of Contra Costa County (WDBCCC) identified four key priority areas that supported the Board’s rebranding and positioning of “achieving equity.” One of these priority areas was to develop a Business Resource Center (BRC) that embraces Racial Equity Diversity & Inclusion (REDI) principles and serves those wishing to start and grow a business. FCM facilitated this work through a subcommittee of members from the Business Economic Development (BED) Committee to determine the vision for the BRC and execute it successfully. 

In the business planning phase, FCM conducted a community mapping process to identify potential partners that could join a network to serve businesses across Contra Costa County from a wide perspective. The mapping process uncovered six key areas of services to support businesses including: Entrepreneurship & Business Start Ups; Funding & Loans; HR Regulatory & Legal Assistance; Workforce Talent & Training; Growth Services; and Networking. 

FCM CEO/Founder Celina Shands said, “The committee for the BRC knew that having a bricks and mortar location was a costly endeavor to fund and maintain. It also restricts businesses that may not have time to drive to one location in such a large county. The concept of pop-ups was a great solution as we can leverage all our partners’ locations, as well as their events, resources, tools, and information.” 

The pop-up centers, called Think Contra Costa, is a county-wide professional network of organizations that will focus on starting, growing, and retaining companies within Contra Costa County. The goal is to make it easier for entrepreneurs and companies of all sizes to tap into what they need to succeed, both virtually and at in-person pop up events throughout the county.

There are several factors which led to the demand for this initiative, including retaining a diverse and talented talent base. Compared to the rest of the Bay Area, approximately 42% of residents commute to neighboring counties for work, leaving Contra Costa with a shortage of skilled labor (Bay Area Council Economic Institute Report, May 2022). Housing shortages, homelessness, and a lack of affordable housing contribute to the specific issues in the county. 

Contra Costa is affected by the same issues other California businesses are facing, from data privacy and security, digitization, inflation, supply chain issues, California employment laws, and the disadvantages minority business owners continue to confront, who account for 20% of all U.S. business owners, and 45% in California.  

“We have extensively examined the themes facing entrepreneurs and business owners in our region. Think Contra Costa provides a dependable resource that will meet them where they are physically and at any stage in their business cycle, to keep local businesses not only open and surviving, but thriving,” shared Tamia Brown, Executive Director, WDBCC. 

You can view the website at https://thinkcontracosta.com/

If you are interested in developing a coordinated business engagement strategy in your region, contact us for a consultation. 

Celina Shands recently had the opportunity to sit down with international leadership coach and CEO/founder of the No Woman Left Behind podcast, Rosie Zilinskas, which strives to empower women in corporate America by breaking down limiting beliefs and helping them unleash their full potential. Celina shared her insights and experiences on various aspects of navigating the corporate world, including the misconceptions around formal education, skill development, and overcoming career challenges. 

The challenges faced by skilled workers in corporate America, such as the glass ceiling, gender pay gap, and sexual harassment, were discussed. In the ninth annual Women in the Workplace 2023 report | McKinsey in conjunction with LeanIn.org, strides were made amongst women in the C-Suite and senior management positions, however women of color remain woefully behind. 

FCM CEO Celina Shands shared her personal experiences and provided strategies for overcoming these obstacles to senior leadership. Owning one’s confidence, setting clear aspirations, and seeking feedback from senior leaders were highlighted as essential steps in achieving success.

Mapping back to her career in workforce development and educational marketing consulting, Celina emphasized the misconception that a traditional four-year degree is the only path to success in the corporate world. Statistics in a new Wall Street Journal–NORC poll (subscription required), conducted by the national newspaper and the nonpartisan research group NORC at the University of Chicago, finds that 56 percent of Americans agree with the statement “A four-year college education is not worth the cost because people often graduate without specific job skills and with a large amount of debt to pay off.” (Majority of Americans lack confidence in value of four-year degree)

Employers are now focusing more on skill sets rather than formal education qualifications. Employers on LinkedIn are already making this shift, with roughly one in four job postings (24%) in the U.S. no longer requiring degrees, up from 15% in 2020. HR teams are also increasingly relying on skills as the key filter through which to evaluate a candidate’s ability and potential on LinkedIn, with over 40% now explicitly using skills data to fill their roles. (The next era of work will be about skills–not pedigree. Here’s how employers are changing the way they judge potential, according to LinkedIn and Jobs for the Future | Fortune)

Shands highlighted the importance of continuous learning and adapting to new technologies, especially in remote work settings. Tools like Asana and Slack are crucial for effective remote communication and project management. Soft skills, such as communication and collaboration, play a vital role in corporate success. Celina also stressed the significance of setting expectations, allowing team participation, and having hard conversations in the corporate world.

Celina and Rosie also discussed various resources available for skill development, including adult education programs, online courses, and webinars. These alternatives provide valuable opportunities for individuals to build the right skill sets without necessarily pursuing a four-year university degree. The importance of continuously improving and adapting to the ever-evolving corporate landscape was a recurring theme.

Celina’s personal journey from adversity to entrepreneurship was both inspiring and enlightening. Her story underscored the importance of perseverance, having open conversations with colleagues and managers, and using setbacks as opportunities for growth and learning. Celina’s insights serve as a powerful reminder that with determination and the right mindset, anything is possible.

Listen to this episode of the No Woman Left Behind Podcast and learn valuable lessons from Celina and Rosie on navigating the corporate world with confidence.