The Swiss tennis pro is still in the running for his 19th Grand Slam title. Earlier this year, Federer won his 18th title at the Australian Open, marking a comeback for which fans have been patiently waiting.
His victories have been even more astounding considering that Federer hadn’t won a Grand Slam tournament since 2012. With competitors such as Andy Murray, Novak Djokovic and Rafael Nadal beating him in major tournaments year after year, many thought Federer would quietly retire.
They were wrong.
Instead, Federer has come back better than ever. His resurgence as a top contender in the tennis world is a lesson from which many struggling or uninspired PR and marketing pros can learn.
You can revitalize your practice instead of retire it. Sit back with some strawberries and cream consider these insights:
1. Choose your battles wisely.
This year, Federer opted out of the French Open—a Grand Slam tournament played on clay courts—in favor of spending time training for Wimbledon’s grass-court conditions.
It’s a decision that played to to Federer’s strengths. Nadal is known as the ‘King of Clay’, and with him participating in this year’s French Open after returning from injury, many assumed he was a shoe-in for the title (they were right).
It’s also important for PR and marketing professionals to focus on and emphasize their strengths. If a potential client seeks you out, but you feel like it might not be the best fit, skip it. Don’t waste your time on campaigns that don’t play to your skillset. Choose your clients wisely that are best-suited for your wheelhouse.
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2. Work hard, play hard.
Federer wouldn’t be here if it wasn’t for his persistence, perseverance and years of training hard. If you want to be the best, you have to earn it. At 35 years old, Federer still puts in the work to be at the top of his game.
Communications professionals can follow suit by not growing complacent in the industry.
There will always be new information, technology and skills for you to learn and master. In the ever-changing landscape of PR and marketing, don’t get left behind and let other “up-and-coming players” take your spot.
There are a multitude of ways to improve upon your craft. Participate in webinars, read books and obtain industry certifications. Keep putting in the work.
3. Build up your support system.
Federer doesn’t do it all alone; he relies on family, friends and coaches to push him and encourage him.
After failing to see results from his efforts, Fed made a coaching staff change in late 2015, which has been credited for his success in the 2017 Australian Open. Don’t forget his wife and two sets of twins: On the road, he brings along his family as personal cheerleaders.
At a PR agency, it’s essential to surround yourself with colleagues who will not only contribute to the firm’s success, but to the culture that’s fostered between employees.
A good teammate will show up and put in their work, but a great teammate will elevate the work of those around them. Try building an agency roster that cultivates characteristics including collaboration, positive attitudes and encouragement.
Even if an agency is struggling or has hit a rough patch, it’s not necessarily game, set, match. Look to Federer for inspiration and take a swing to reinvigorate your approach (and work).
Kelly Holcombe is an account executive at Flackable, a national financial public relations and digital marketing agency. Follow Kelly on Twitter: @kelly_holcombe.
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