frankly… Episode 35 Rewind: The Wild Side of Communications

In this episode, Rachel and Dan take a walk on the wild side of communications with Detroit Zoological Society Director of Communications Jeff Sell. Jeff dives into transitioning from the newsroom to various communications agencies (including Franco) before he discovered his true calling with the Detroit Zoological Society (Detroit Zoo). Read more to learn how the Detroit Zoo creates impactful community and education initiatives and how Jeff’s prior agency experience has played a key role in shaping his current role.

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Transitioning Seamlessly from Newsroom to Agency and Beyond

Jeff transitioned from a 24-hour media relations reactionary mindset in agency life to a broader strategic internal communications approach at the Detroit Zoo. Soft skills made a big difference for him in both worlds, particularly in managing people and accounts. Collaborative dynamics between marketing and communications teams also nurtured Jeff’s shift toward forward-thinking crisis management. Drawing from his time at Franco, he credits effectively leading his Detroit Zoo team to knowing his leadership style and pulling from multiple facets of communications in the agency world. As someone who was a positive cheerleader in client relations, Jeff applies a similar team-centric approach in his current role.

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Lions, Tigers and Communications – Oh My!

The core of the Detroit Zoo’s communications strategy hinges on a profound connection and understanding of its audience. While April signals peak season, the Zoo’s distinctive approach stands out year-round, especially during holidays for the annual Zoo Lights. The relatively small yet powerful communications team relies heavily on social media to broaden the Zoo’s reach. However, the real magic lies in seamlessly integrating communications to ensure a unified and impactful narrative from paid advertisements to newsletters. Central to their strategy is a deep understanding of the audience and guests, utilizing extensive data to tailor the approach that resonates most effectively.?

Behind-the-Scenes

In his unique role, Jeff has the privilege of witnessing families and kids immersed in captivating activities, creating lasting memories. However, the main challenge in communications is mapping these diverse experiences for audiences while ensuring they add significant value to sustain interest. Jeff highlights the impactful role the Belle Isle Nature Center and the Detroit Zoo play in the community. These centers, dedicated to family fun and education, serve as channels for audiences and media to explore and understand the transformative power of their initiatives. From the influential impact of word-of-mouth to the expertise of intelligent and passionate on-site animal experts, their collective efforts contribute to an empowered community freely sharing knowledge and passion, fostering a more enriched human experience.

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Advice to His 21-Year-Old Self

Jeff reflects on the challenges of navigating the job market a year after college during the aftermath of the recession. Here are some things he’d tell his 21-year-old self:

• Prioritize patience and avoid the comparison game with peers when unanswered job applications feel stressful and overwhelming.
• Embrace learning from experiences and leverage your existing contacts and networking connections.
• Remember, success is not just about what you know but who you know. Seek new opportunities instead of burning bridges.
• Stepping back and gaining perspective from a broader view can help you navigate challenges.
• Remind yourself that everything will be okay; temporary setbacks do not define your journey.

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Listen to?frankly… Episode 35: The Wild Side of Communications to learn more.?????

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