As a member of the National Federation of Independent Business (NFIB), Robin Kocina is frequently called upon to extend her business savvy to other business owners. This time, her expertise resulted in her making the cover of the organization’s national magazine.
In today’s tight job market, it may be tempting to try to get family members hired into your place of business. But is that the wisest move? Editors of the national My Business Magazine, published by the NFIB asked Robin, co-owner with husband Lonny of Kocina Branding & Marketing Companies (KBMC), for her advice. The article appears in the magazine/s September/October issue.
Robin responded, “Ultimately, decisions must be based on what’s best for the long-term health of the company. We have some really good people here that will probably run divisions someday,” she adds. “It has to be the right people for the job, whether they’re family or not.” The Kocina’s son Jason is President of Checkerboard Strategic Web Development, which is a part of KBMC.
Robin will coordinate the writing for your newsletters, social media posts, website, blogs, newsletters and press releases. “I like interviewing clients and spokespeople, hearing their stories, getting to know their personalities and listening to how they phrase their thoughts,” she says. “It’s fun to transform what I’ve learned from those conversations into media-grade content.” Robin enjoys shaping content to ensure that the message will be clearly received. “When someone understands the relevance of what they’re writing and can position it properly for their audience, their work tends to be more convincing and on point. I’m fortunate to have a very diverse background, which gives me a good perspective whenever we bring on a new client.” An IABC- and Mercury-award winner, Robin says her practical experience in the health sciences has proven particularly beneficial as she interprets clients’ scientific information for mainstream media. “But it’s no longer sufficient to write well,” she cautions. “As marketers, we must now comply with the intricacies of digital marketing. That involves a whole set of rules, which are constantly evolving.”
