Lipstick Lifestyle

Pat McNamara founded APEX Public Relations in 1998, and has been instrumental in building the company from the ground up. With over 20 years experience, she has provided senior client counsel in consumer marketing and corporate communications with several leading corporations such as BMO (Bank of Montreal), Nike and Levi’s. In addition to being one of Canada’s Top 100 Women Business Owners and Chair of the Canadian Council of PR Firms, McNamara is a recipient of national and local mentor recognition awards.

McNamara shares with us what makes a successful entrepreneur, and the challenges of being a leading businesswoman.

Why did you start APEX Public Relations Inc?
I started APEX for a number of reasons, but 10 years later two stand out. First, I believed there was a gap in the market for a PR firm that offers senior level, hands-on expertise, particularly in consumer marketing. Second, after many years in PR, I was yearning to be my own boss.

What has been your greatest accomplishment to date?
Working with recognized brands such as BMO, John Frieda, Nike, Samsung and UPS.

What are the characteristics you look for in an employee?
Passion, commitment, creativity and a “do anything” attitude.

How do you motivate your staff?
By treating them as individuals, and looking for opportunities to use not only their strongest attributes, but encourage them to stretch themselves. We reward them for good work and longevity through a variety of perks, such as five extra days of vacation and $5,000 on their fifth anniversary. Also, as a special treat to celebrate our 10th anniversary, the whole company went on a cruise to the Bahamas.

What is the main challenge businesswomen battle each day?
Trying to do it all. Women have a propensity to take on too much and strive to be excellent at everything including work, family and volunteering. We need to accept that we can’t be perfect at everything, and let go of some the things that aren’t a priority.

Who are you influenced by?
Other entrepreneurs who have tackled the odds to make their businesses a success. People like Sonia Bata, Heather Reisman and Richard Branson.

What words do you live by?
There is a solution to everything. There is no problem too big to overcome provided you have the right attitude and the right people to tackle it.

What makes you smile?
Lots of things: my two wheaten terriers, the excitement from my staff when they win a new piece of business, or when they get an article in the newspaper for one of our clients, and the view of the lake from my cottage.

How do you juggle a career and a personal life?
As an entrepreneur, this can be a challenge. However, I have learned not to sweat the small stuff and really to trust my team to take care of things. It’s also important to take time off — a minimum of a two weeks vacation every year and, for me, weekends at the cottage.

What makes a successful entrepreneur?
Entrepreneurial success comes from a strong drive to succeed, taking risks, being a team player, and weathering the ups and downs of running a business. Also, a sense of humour is critical!

What advice would you give to someone wanting to start their own business?
Recognize your strengths and particularly your weaknesses. Surround yourself with a strong leadership team and experienced outside advisors to ensure you have all of the experience and expertise you need to be successful.