Conversational talks with Kristin Cowart about leadership
Kristin Cowart is the Founder and head honcho at BRAVE Public Relations in Atlanta. Since 1999, BRAVE has built its all-female team of go-getters to help clients with reputation management, crisis communications, product launches, partnership marketing, and good old-fashioned media relations.
I’ve known Kristin for close to 15 years and have asked for her help more than once: including one time when I invited her to join an editorial feature I was doing to showcase stylish “regular pregnant women” for Pregnancy & Newborn. She was a super-cute trooper.
Kristin is known now as a mentor of up-and-coming communications pros, a level headed-leader, and someone who seeks to empower those around here. We sat down with her for this issue to talk about her approach to her team, her leadership style — and see what we can steal. [Editor’s note: Always borrow from the best.]
Erin: Let’s start at the beginning. Can you tell us a bit more about what you do at BRAVE?
Kristin: We work with primarily consumer-facing brands, and we specialize in media relations, press strategy, influencer campaigns, social media and — perhaps most critical lately — crisis communications. Whether advising the best angles to tell a client’s story or developing cross promotional partnerships for like-minded brands, our agency identifies trends in the current culture and helps brands dive in. BRAVE is as an extension of our clients’ marketing team. The current environment has certainly shaken things up, so our crisis team has been busy with communications strategy and implementation around COVID-19.
Erin: What inspired you to start your agency?
Kristin: I was fortunate enough to work for two global agencies at the start of my career. I worked for Golin’s Atlanta office when I was fresh out of college, and my timing turned out to be perfect! The Olympic Games were coming to Atlanta, and several of my clients were sponsors. It was a fascinating time to see how brands acted, and it truly taught me the importance of teamwork.
Our team was in lock step and worked around the clock – doing whatever we had to do to ensure our clients’ visibility. I was lucky enough to work for brands such as Starbucks, Nike, McDonald’s and Sara Lee Corporation before wanderlust kicked in, and I set my sights on moving overseas. I landed a job at Edelman’s London office and moved to the UK where I handled pan-European campaigns for its consumer division.
After a couple years in London and traveling Europe, I decided to return to the States and start my own company with a vision to take best case practices from what I had learned and structure a company to provide more nuanced strategy and customer service.
Erin: Did you always plan for it to be all women employees? Was that important to you?
Kristin: I didn’t set out to run an all-female company, but I am so proud of our girl-powered team!
Erin: Where did the name BRAVE come from?
Kristin: I have always tried to inspire my team of women to be BRAVE in how they approach business. I think it’s often easier to go with the flow, to echo what others are saying, doing, posting, etc.
One of the things clients are drawn to about our agency culture is that we’re not afraid to raise our hand, push back, question, or throw out a nontraditional idea. Our tagline is “Bravery never goes out of fashion.” I wholeheartedly believe this.
Erin: How would you describe your leadership style?
Kristin: First and foremost, I try to always listen. Really listen. I think many leaders are eager to share their experience, their perspective and their opinions.
To me, listening is the best way to empower your employees and embrace new thinking. I also continually challenge my team to take on as much as they show me they’re willing to tackle.
We don’t really use titles at BRAVE, because I don’t want anyone to feel they are above or below any level of responsibility. Show me that you are hungry and tell me what you are willing to do, and I’ll let you take the reins to go for it! This, combined with a genuine care for my employees (both personally and professionally), makes for strong relationships.
“I have always tried to inspire my team of women to be BRAVE in how they approach business.”
Erin: What are you doing to connect with and motivate your team these days?
Kristin: We have regular staff meetings via Zoom, in addition to virtual Happy Hours where we drink wine and catch up! Company culture and the energy derived from it is so important. One of my biggest hot buttons, and one of the agency’s top values, is positivity.
It’s contagious, and I think it’s palpable when you’re together as a team. We inspire each other to be better when we are together. So, it’s challenging being apart — but the virtual get-togethers certainly help. I recently sent my team at-home margarita kits to let them know I was thinking of them and to inspire them to celebrate Cinco de Mayo. Sometimes it’s the little things!
Erin: Who are your mentors?
Kristin: My grandfather is the first person I think of, and he will always be a role model to me. He grew up as one of nine children in a small log cabin in Georgia, only went to school through middle school, then dropped out to help his father on the farm.
He applied for a job at Morrison’s Cafeteria as a meat carver and, with a combination of street smarts, determination and a great heart, worked his way through the company to become its CEO.
In business, I often think of his story and am always inspired by the sheer will and persistence he had in his career. One of my longtime mentors is my fist boss, Dean Trevelino. His fire, his competitive streak and his commitment to always give 100%, taught me so much in my early days of my career. He continues to be there for me whenever I need advice, counsel or just sound perspective from someone who knows this industry inside and out.
Erin: Are there leaders you admire or try to emulate - either professionally or personally?
Kristin: I really admire Ed Bastian of Delta. Since arriving at Delta, Ed has had a number of difficult decisions to make amid challenging and complicated times… perhaps now more than ever. He continues to lead with a people-first mentality. I know he also spends a lot of time on the concept of trust – both with his team and his customers. That’s something so hard to earn -- and so easy to lose. It takes a strong leader to continually command trust, and I think he’s nailed it.
Erin: Do you still have time for volunteering in the community as well?
Kristin: Yes! I serve on the Marketing Committee for Children’s Healthcare of Atlanta, and the agency regularly donates its services for organizations such as Project Open Hand and the National Pediatric Cancer Foundation. My family is also active with Meals on Wheels to deliver meals to Atlanta’s seniors. I love that my children can help contribute as well!
Erin: Are there any books you recommend to learn about leadership?
Kristin: Positivity and a can-do attitude are passion points for me — and are at the heart of BRAVE. The Power of Positive Leadership by Jon Gordon is one of my favorite books. It might sound cliché, but positivity truly impacts a corporate culture down into its bones. Don’t underestimate it. The Energy Bus is also a mandatory read for all BRAVE team members; it’s a fable, but it’s something we can all relate to — and I encourage my team to live and breathe its lessons daily.
“It might sound cliché, but positivity truly impacts a corporate culture down into its bones. My mantra remains: ‘Work hard and be kind.’ Sometimes, it’s just that simple”
Erin: What do you look for in other leaders you hire or want to work with?
Kristin: A hard work ethic, humility -- and great energy!
Erin: What do you think makes a great leader?
Kristin: At the end of the day, leadership is not a popularity contest. Good leaders promote healthy work environments, listen to their people, and support each team member as much as possible both professionally and personally. But they also have to make tough decisions – and sometimes those are unpopular decisions. Always listening to your heart has helped me through BRAVE’s 20 years in business, and my mantra remains: “Work hard and be kind.” Sometimes, it’s just that simple
Erin: Is that any different for a woman?
Kristin: When I started my career, I don’t remember women being as supportive of other women as they are today. In fact, my first female boss told me I would never be able to work overseas, that I wasn’t experienced enough, and that it would most likely never happen for me.
Of course, this feedback pushed me even harder to fulfill my career goal to work internationally! I’m so proud to see #girlpower rising in relevance and female leaders lifting up other women in a much more supportive and empowering way.
To find out more about BRAVE and what they do, please visit bravepublicrelations.com.
