MEET DARLENE FISKE I started out on the property level many moons ago at Lake Austin Spa Resort in Austin , Texas . I had graduated from the University of Texas in Austin with a degree in journalism and public relations and was looking for a company where I would fit in . I drove out to the resort , which sits on this gorgeous body of water , with a nature preserve on the opposite shore and I thought , if this could be my office backdrop every day , sign me up . So I took the job in reservations , answering phone calls and selling overnight experiences . I learned about spa operations and about the affluent consumer and wellness seeker and what was important to them when choosing a vacation . I slowly moved my way around the company , working there for 10 years and , after hiring three PR firms , two in New York , one in Texas , I decided to start my own agency . Seventeen years later , here I am running two boutique agencies , The Fiske Group and S ’ Well The Agency .

Pulse : As a Knowledge Builder presenter at the 2024 ISPA Conference , you will address the ISPA membership about public relations and company reputation . Share a little about what that means . Darlene Fiske : The world is moving in warp speed : Texts , snaps , stories — it ’ s never been easier to communicate , and that brings on a new set of challenges to guests who want to complain loudly in the online world about their experiences . It also means you ’ ve got to be equipped with a nimble team and tools to react quickly and calmly . And with AI in our very near future , it also means that your online profile is more important than ever , since all the data being created now about your business will be fed to the machine and used to categorize you , to describe you , to teach others about you .

Pulse : ISPA is asking members to “ Dream Big !” during the 2024 Conference . How does that idea tie in to your work with business leaders ? DF : I love this tag . When I started The Fiske Group 17 years ago , that phrase is one that I put on my website : Dream Big and Let Us Get to Work . It ’ s still there today . I believe that anything is possible . You want to be on 60 Minutes ? Let ’ s explore that . You think your business is New York Times worthy ? Let ’ s find the right angle and see what ’ s possible . We enjoy setting goals with our clients and are always up for a challenge .

Pulse : Could you share a real-life scenario that demonstrates the value of reputation management ? DF : Unfortunately , it ’ s not always a happy ending . We may try our best to manage a situation , but things can get out of

26 PULSE n MARCH 2024