Full name, profession, location
Lisa Nickerson
Founder & Principal, Nickerson PR
Greater Boston Area
When did you start in your field?
I have always been an entrepreneur. At age 15 I started my own business and became the proprietor of my own refreshment stand selling Hart’s Slush. Seeing an opportunity, I purchased the product wholesale from the manufacturer and employed my friends. The next summer, I was 16 and in a meeting with ADP about payroll when the rep mentioned that she had called a reporter at The Nashua Telegraph and told her all about me. That article turned into a feature story on a “Young Entrepreneur of the Year.” And, the article happened to be in print right as I was sending my college application packages in! Guess what I folded right into that package! It was that very day that I learned how the power of a well-placed article could mold perception and change an outcome!
Did you always know this is what you wanted to do?
No, I fell into PR accidentally! My background is in sales and I worked for many years in commercial real estate. I took some time off after having my third child, during which time I was consulting on some projects. I started implementing an integrated marketing and PR strategy and discovered – I was really good at this! By proving my services to real estate companies, I discovered a niche I was in a great position to fill. I was already very familiar with the lingo, deals, and idiosyncrasies of the real estate market. This knowledge was very beneficial in developing Nickerson PR’s fully integrated approach. I actually consider my non-traditional background a huge advantage!
What was the biggest obstacle you had in your career?
The biggest obstacle I have encountered as a professional is managing my family time and work time. It’s important to set goals and remember you can’t be in two places at one time, although often I would like to be!
Did you go to college for your profession? If so, what was your major?
I received my BS in Marketing & Finance from Boston College, and my Certificate of Real Estate from Boston University.
Do you feel being a woman has made it harder for you to succeed, made it easier or indifferent?
I have always considered my professional identity separate from my gender. However, that being said, I think there is no denying that the work/ life balance has dramatically altered for women today. The key is to figure out how to use it to your advantage! When I’m in a room that is 80% men… it is easier for me to stand out and be memorable. A favorite young woman to watch, Ivanka Trump, speaks to this shift in her empowering initiative Women Who Work. Recently on Good Morning America she said, “All the women I know, this next generation, they’re working hard, not just in a professional capacity but really in all aspects of their life. They’re not one dimensional.” This statement definitely rings true to me.
What was the biggest milestone/accomplishment in your career?
Starting my own company was an enormous milestone for me. I’m proud of what I’ve built with my superb team. Our fully integrated platform provides an unmatched client experience which has been recognized across industries.
If you are married or have children how do you “make it work”?
I have three beautiful children who are growing up too fast! There is no perfect formula for making it work, although I wish there were! The best you can do is listen to what they say and make sure they know you love them. Then… make sure you’ve got great calendar management! It’s especially vital to be there for the games, concerts, and any event they are receiving recognition. Much like your boss, your kids don’t want to hear excuses, just make it happen!
What do you think young women wanting to pursue a position in your field should focus on?
It’s almost cliché… but, the communications industry is a field fueled by energy, creativity, and passion for people relations. You don’t need to have a background that’s exclusively PR when you’re young, I certainly don’t have one! Whatever you’re doing, make sure you’re passionate about it. Business connections will pick up on that and appreciate your ambition. And remember to nurture those connections, they may become clients or business partners later in your career.
Aside from having a desire to want to be in your field what are 2-3 things young women can do in specific ways to become good?
Be a self-starter and try to set goals for yourself. Don’t let anyone tell you something is not possible! Look ahead to the future and establish career goals for the upcoming year, or even the next five years. Confidence in your field is developed with experience. You only become an expert by spending the hours upon hours on honing your craft.
Make sure your social media sites accurately represent the best you possible. It’s so important nowadays to manage all aspects of communication. Sites like LinkedIn, Twitter, Facebook, and Instagram can be vital tools in creating business opportunities. I’m a huge proponent of LinkedIn especially. Try reaching out to a minimum of three people per week who you admire professionally via LinkedIn. Establish best practices like these and stick to them.
Don’t Get Ready. Be Ready.
What are 3 essentials you cannot leave the house without?
My iphone, business cards, and my gym bag (training for my fourth Boston Marathon)!
What are the must have apps on your mobile phone?
CamCard, LinkedIn, Twitter, CNN, Starbucks, Facebook, DietSNAPS, Calendar and Clock.
What is your advice for young women entering into the working world?
Show up! Attend events. Work the room. Meet people. Reach out to those who have experience in your desired industry. Maintain the relationship. Often these people are glad to share their wisdom with someone genuinely interested.
Words you would leave for young women reading this that describe you and your success.
Remember that energy and persistence conquer all things! I implore any young women reading this to explore until they find the field they are passionate about. Staying true to your identity and surrounding yourself with a great team have been large contributing factors in my own success.
Favorite quote?
“Carpe Diem!”
Resilient | Dynamic | Powerful 