Describe the proudest moment in your career.

It’s really hard to narrow it down. There are so many experiences I’m grateful for.

When I was with Clockwork, I was informed privately that the CEO wanted to increase the company’s marketability so he could sell it. I set to work getting the company some national exposure: a spot on the television show “The Celebrity Apprentice with Donald Trump.” It took months of work to convince the show to use the brands in an episode. They kept finding reasons to say no. They didn’t feel the industry was sexy enough. Then, later, it was because we didn’t have a strong presence in all states, and later, they wanted us to pick only one brand. We eventually got approval, and the show’s participants spent an episode creating jingles for all three of our brands. Jim Abrams sold the company a few months later. I’m honored that, in 2021, a book I spent nearly two years writing, “Next Level Now: PR Secrets to Drive Explosive Growth for Your Home Service Business,” was published by Forbes/Advantage Books. But more than any of this, I’m proud of the team we have at Ripley PR. It’s so hard to find great people who care about the quality of their work, want to work hard for client results, and share your vision. Their hard work has made us one of the best PR agencies in each of the industries that we serve.

What challenges do women face in this profession? Can you give a personal example?

Women entering the trades as technicians must overcome the perception that they aren’t strong enough or mechanically inclined enough to be a service tech. Even though women have worked in the skilled trades industry for decades, there is still a stigma about women working as HVAC technicians, plumbers, or electricians. Personally, however, I have found the trades a welcoming industry. I have never found it difficult to prove to a mostly male-dominated industry that a woman can help them dominate their market.

How can we increase the number of women in HVACR?

We need to showcase more women in our industry events. Industry conference organizers could help by recruiting more women in the trades to provide educational sessions or even keynote addresses. And while there are some female podcasters, such as Cassie Pound, who hosts “Power Women of the Trades,” there aren’t a lot of industry business growth events that feature women. The nonprofit group Women in HVACR would be a great resource for industry-themed podcasters who want to book more women on their shows, and for conference organizers who want more women speakers. Women in HVACR’s membership consists of some of the most dynamic women in the trades who would be able to speak on industry topics with authority.

What does your day-to-day job entail?

I spend my days speaking to business owners and the C-suite at larger organizations, like manufacturing or tech companies, about the challenges they face when trying to expand within their market. I work to help them solve problems, fix reputation issues, and boost their brand so they can grow, acquire other companies or even get ready for a strategic exit.

What remains on your HVACR bucket list — what do you aspire to do that you haven’t accomplished yet?

I want Ripley PR to be an even more recognized and respected agency among the businesses and organizations we serve, nationwide and globally. When I go to public relations events, PR professionals are often shocked that we work with the types of industries we do. We’re getting national recognition, not just for our clients, but for the skilled trades as a whole. We are garnering national stories about kids skipping college to enter the trades, and we’re doing our part to make it sexy. And that’s pretty rewarding to see.

What advice do you have for women who are considering a career in HVACR?

First and foremost, women entering the trades should find a mentor. Having someone to bounce ideas off or give advice is a must in an industry where women still only make up about 4% of the workforce. You should also spend a good amount of your time reading trade journals, listing to industry podcasts and learning all you can about the industry you’ve chosen to be a part of. Be a sponge. Soak up knowledge and continue to learn throughout your career.