March 24 – Sami McNeal and Devin Hughes, Geben Communication

About

Devin Hughes
Devin Hughes is the Executive Vice President at Geben Communication. He graduated from Ohio University in 2011 with a degree in Journalism (Public Relations) and a business minor. During college, he joined PRSSA and ImPRessions, a student-run PR firm. Devin has worked in agencies his entire career, moving from entry-level roles to account management, Director, Vice President and now EVP.

Sami McNeal
Sami McNeal works as a Client Success Manager at Geben Communication. She graduated from Ohio University in 2020 with a degree in Journalism (Strategic Communication) and a marketing minor. At OU, she participated in PRSSA and ImPRessions/1804. Before Geben, Sami managed social media at Ohio Auto Club for a year and interned at Nationwide Children’s Hospital and SEA Change. She has been with Geben for over two years.

Key Takeaways

About Geben

• Geben has about 25 employees. They work hybrid, with teams usually in the office twice a week.
• They don’t “do it all.” They focus on what they’re good at: communication planning, brand positioning, analytics and insights.
• Their clients span many industries (McGraw Hill, Swensons and IBP). They pick clients with “good vibes” who believe in the power of communications.
• “Geben” means “to give” in German. They give back through pro bono work, nonprofit partnerships and community involvement.

Geben’s House Rules

• Embrace the chaos.
• Innovate best practices.
• No jerks allowed!
• Do well by doing good.
• Design your day.
• Plan smart, implement smarter.
• Celebrate success.
• Own it, even if you don’t own it.
• Teamwork makes the dream work.
• Partnering and connecting is our competitive edge.
• Inclusivity is a verb.

Team Structure

• Geben got rid of their traditional PR department. Teams now fall into three groups:
  1. Communication Strategy: Blended services for clients who want cross-functional thinking.
  2. Growth & Innovation: Focuses on proactive solutions and creative problem-solving most agencies overlook.
  3. Client Service: Ensures their clients are getting high-touch, best-in-class service.

Tools & Tactics

• They use Slack heavily, with channels for brainstorming, mind-mapping and innovation.
• They use Eltoro’s geo-fencing to target people at events’ IP addresses for hyper-specific ads.
• “Roll Out the Dessert”: Growth & Innovation pitches rapid, ready-to-sign proposals upfront (like offering dessert first). Clients can approve ideas immediately.
• Visibility Lab: Records interviews with spokespeople for social snippets. 30+ clients on the waitlist.

Career Advice

• Network: Sami met Devin at a PRSSA meeting and stayed connected. Years later, it landed her job. “It sticks out when people stay in touch.”
• Stay open: “Your first job won’t be your career.” Try unexpected roles or industries.
• Fight imposter syndrome: JUST GO FOR IT! What’s the worst that could happen?
• Resumes: Add numbers and metrics to your successes (e.g., “grew followers by 27%”). Data backs up your claims.
• Portfolios: The platform you choose doesn’t matter—your content and personality do. One applicant included a personality test; Sami loved it.

Industry Tips

• Join groups like PRSSA, PRSA, AAF or AMA.
• Follow PR Week, NYT’s “New Age of Everything” or niche newsletters

Connect with Sami and Devin on LinkedIn!