In the PR business for over 12 years, Sarah Evans began her career as a consultant for names like Walmart, PayPal and Cisco then ultimately built her company Sevans Strategy from the ground up. Her business model is built on two key parts: behind the scenes with a range of consulting and strategy to full social media management and as a digital correspondent, producing on-camera talent for engaging social content. She also offers “The Plan,” a 30-day contract, hyper-focused on a company’s current goal, resulting in a tactical roadmap that it can implement. We caught up with her on her insights into the world of digital media and social strategy today.
Q: You are one of the most respected PR influencers in the field today. What sparked your interest in public relations and deciding to create The Plan?
Sarah: That’s a very kind thing to say and I don’t often feel like that in my day-to-day professional life. At a very young age I was planning tea parties and putting together events for family members and I realized what I loved the most about doing this was two things: 1) the thrill of inviting people, and 2) bringing people together around a shared interest. At its core, that’s what I feel like I do. Whether it’s in front of the camera as a digital correspondent or behind-the-scenes as a consultant, I invite and bring people together. Building my own company has been a constant evolution! I’ve pivoted a few times and perhaps, just now have found my “Hedgehog Concept,” (i.e. the thing I’m the very best at). One thing is for sure–I am always learning. I’m in awe of the brilliant makers and creators in today’s digital landscape. So much has changed since I first came into the field more than 12 years ago.
Q: What made your company decide to go into focusing on digital content and social strategy?
Sarah: I had never experienced a faster way to invite, connect and share than with the emergence of social media. My gut told me this would be the way of the future and I immediately began integrating “emerging technologies” plans with clients and the guess paid off. Laying the groundwork early led me to focus solely on digital PR.
Q: Which aspect of social media do you think is most important today?
Sarah: The human element. It’s so easy to get lost in the hashtags, numbers and list building that we forget the humans behind all of these things. Social networks give us a tremendous opportunity to connect and we can build relationships that still, in turn, help us reach our goals.
Q: Why do you think social video marketing is so critical today?
Sarah: We go where the people are. They. Are. Here.
Q: What has been your most rewarding campaign so far and why?
Sarah: I have so many campaigns I feel thankful to have been part of, but my most rewarding have been the philanthropic ones, where my work makes a difference to others. Raising money for a women’s shelter in Chicago so it could keep its doors open and setting a world record for online mentions, resulting in corporate donations to a cancer charity are near and dear to my heart. On a professional note, I also feel rewarded working with startups and small-to-midsized businesses (SMBs) that are grinding so hard and are passionate about their products. In particular, Promo by Slidely, has been amazing to work with. We communicate across the world and time zones and, yet, I still feel so connected to their team.
Q: What motivates you to lead Sevans Strategy every day?
Sarah: I initially was motivated by the ability to work for myself and my clients. Over time that has changed and evolved. Being the mom of two young children, I want to show them what is possible in life if you work hard, produce great outcomes and care about what you do.
Sarah Evans, the founder of Sevans Strategy, is a digital strategist and global brand correspondent, who works with companies worldwide to create and improve their social and digital strategies, advising on branding, marketing, advertising, and public relations. Additionally, Sarah is a digital correspondent for several companies including Paypal, Cox Communications, MGM International, Walmart, Shorty Awards and more. Sarah got her start by helping small to midsize businesses build their digital PR efforts. Previously, Sarah worked with a Las Vegas crisis center to raise more than $161,000 in three weeks exclusively via social media and is honored to be a member of the Guinness Book World Record holding #beatcancer team.