PPB August 2021

year as far as how we were able to contribute to the retooling, rebounds and pivots,” says Fry. “We were involved in a lot of different aspects of companies and organizations that were trying to power through what the pandemic was throwing at them.” For Fry, the pandemic has made her more grateful for the people in her life, especially her co-workers. “One of the tragic gifts from this time is howmuch we now appreciate people and being able to be with them. We took so much for granted before. Every day is a gift, and everything is much sweeter now. Without your team, you are nothing. I am often the weakest link. I look at the folks I get to work with, and I am just in awe of their talent and professional capacity. I am very grateful, but then, I look at their commitment to excellence for our clients, and I am blown away every day.” Fry says her team strives for perfection and is relentless in delivering high quality. “We do a lot of social media and written content, so if there’s a mistake, it’s out there,” says Fry. “It’s not only a reflection on our clients, but it’s also a reflection on us.” Fry says she looks for a new teammember who can own their space and figure out how to get the job done. “I want my people to make a newmistake every day. There are two parts to that: one is that you are trying something new and the other is that you don’t want to make the same mistake twice.” PPB spoke with marketing specialist Fry for more nuggets of wisdom on community involvement and leadership. PPB What does community outreach mean to you? Fry To whom much is given, much is held accountable. I’ve had tremendous opportunities in my life, and while some of them are because of me and my hustle, the majority are because of other people’s generosity, friendship and mentorship. I’ve had a blessed life because of my rich relationships and amazing opportunities. Because of all that, I feel a tremendous responsibility to show up and give back. When you show up and you see need and opportunity, you raise your hand and say, ‘I’m here to help.’ Just like in business I want long- term trust relationships, I want that in the community as well. I want my brand to be somebody who’s going to help affect change, come with solutions and do the work. That’s what I hope I embody. I am humbled at the opportunity to be a part of the community that steps up and stands in for all the needs we have. Whether it’s hunger, transportation, education, domestic violence, health care or affordable housing, these issues affect all of us and could, at any time, creep into what we think is our safe world of privilege—and then, none of us are safe. My mission is to improve the quality of life for everyone in the community. PPB What advice would you give to someone just starting out in this industry? Fry Use your resources. To me, becoming a member of PPAI was that first step. There are a ton of resources and good people involved. I read the Promo Connect distributor digest every single day in my email. Even if I don’t need the information right then, I know where to look if I do. I can find ideas, good words about a vendor and struggles that help preempt some problems. Plug into the community. Take advantage of training opportunities and trade shows. I hope we get back to more in- person events, but virtual shows still make excellent use of your time. I also encourage people to realize that there is opportunity everywhere. It’s amazing how many ways branded products can be implemented in every type of organization. Relax and have fun with that. I think any time someone is starting something new, we are all wound up and worried. This is a lesson I learned: have fun and realize what an amazing opportunity this is. The sky’s the limit on what I think you can do in this industry. Kristina Valdez is associate editor of PPB. “This is a lesson I learned: have fun and realize what an amazing opportunity this is. The sky’s the limit on what I think you can do in this industry.” —Yvonne Fry Yvonne Fr y 76 | AUGUST 2021 | CONNECT