#behindthehourglass Highlights from 2018

By Kaylin Staten

In many ways, 2018 was the Year of Realizations #behindthehourglass. As our company continues to grow, we learn just as much from missteps as we do from successes. 2018 brought new partnerships and opportunities, as well as learning experiences to continue to build our company.

I’m naturally reflective in December and January, so I’ve outlined five Hourglass Media highlights from 2018. There are so many to choose from, but as the sentimental CEO, I narrowed it down to five takeaways to bring into the New Year and beyond.

Accreditation in Public Relations

I remember sitting in my Fundamentals of Public Relations (JMC 330) class at Marshall University as a sophomore and thinking, “I really want to become accredited in public relations.” I didn’t have my degree yet, and I was already crafting another long-term goal in my head! Fast forward to 2018, when I embarked on the Accreditation in Public Relations (APR) journey. This time last year, I submitted my paperwork and was approved to start the accreditation process in early 2018. Studying for my panel presentation in August and my computer-based exam in October was an arduous task, but I came through the stress and time investment to strengthen my PR expertise. Obtaining my APR was a major highlight of 2018, and I’m looking forward to carrying the skills and passion for the industry with me as Hourglass Media enters 2019.

Client Work

Of course, client work makes our Hourglass world go ‘round. Without them, we wouldn’t be able to work on fulfilling projects and make lasting change for organizations, individuals and communities. Telling our clients’ stories is at the heart of what we do, and 2018 was full of public relations and writing projects. We are proud of our clients and the work they do for their publics! Plus, in 2018, we had our first intern, LeAnna Owens!


Hourglass Omnimedia became Hourglass Media in August 2018. I struggled with the Omnimedia part since founding the business in March 2015, so it was time for a brand refresh. We shortened Omnimedia to Media, based on feedback from several publics (and my own intuition), made some cleaner changes to the logo and added red to our color repertoire. What is a business named after “The Wizard of Oz” without some red in the branding?

First eBook and Plastic Cupcakes

We released our first eBook, The Top 5 Things You Should Know Before Starting A Communications Business. This FREE eBook was designed for the current (and new!) entrepreneur and the communications professional who may want to start his or her own business, whether it’s freelancing as a side hustle or a full-fledged company started from the ground up. If you’re not sure where to start but know you need to start somewhere, this eBook will give you a beginner’s toolkit. This eBook includes strategies and tactics — as well as a workbook — to help you get started. We also released our Auntie-Niece tale, Plastic Cupcakes, in August 2018.

Hourglass Principles

In 2018, we created our own Hourglass Principles, inspired from the Arthur W. Page Society’s Page Principles. We used these principles to guide our actions and behaviors, in addition to our individualized moral codes:

  1. Be professional and ethical at all times by following the PRSA Code of Ethics.

  2. Use the RACE/RPIE process with each client, campaign and project. Two-way symmetrical communication is essential.

  3. Focus on the strategies and not just the tactics. Use macro thinking to accompany detail-oriented, micro efforts.

  4. Always strive to be your honest, authentic self and follow Hourglass Media’s core business values.

  5. Timeliness is next to godliness.

  6. Writing is the cornerstone of every storytelling effort #behindthehourglass.

  7. Listen consistently and efficiently to your publics and reach them where they are.

  8. Know when to take a break and then take it. It revitalizes your PR efforts and mental health.

  9. Public relations is a life-long learning process. Learn at least one new thing per day.

  10. “Pass on what you have learned. Strength, mastery. But weakness, folly, failure also. Yes, failure most of all. The greatest teacher, failure is.” -- Yoda

Here’s to a wonderful 2019 #behindthehourglass!

Copyright © MMXVIII Hourglass Media, LLC

Kaylin R. Staten, APR is an award-winning public relations practitioner and writer. She owns Hourglass Media, a consulting company based in Huntington, WV. 

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