Announcer: 0:00

The following programming is sponsored by Marc J. Bernstein. The views expressed do not necessarily reflect the views of this station, its management, or Beasley Media Group. Entrepreneur, founder, author, and financial advisor Marc Bernstein helps high-performing business owners turn their visions into reality. Through his innovative work and the forward-focused forum, Marc connects entrepreneurs to resources that fuel their success. Founders Forum is a radio show and podcast where entrepreneurs share their journeys, revealing the lessons they've learned and the stories behind their success. Join Marc and his guests for a mix of inspiration, valuable insights, and a little fun. Now let's dive in.

Marc Bernstein: 0:40

Good morning, America. How are you? How are you, world? How's everyone doing? It's been a rough week. A lot of bad things in the news, murders, um, all kinds of things. This is earl this is um early December of 2025, and I don't know when you'll be listening to this, but if you're listening in pro close proximity, you'll know what I'm talking about. We're not going to get into all that. I just want to tell you that live radio is very interesting and sometimes it's exciting. Um, this morning we had a little guest mix-up, and one of our guests has had the time wrong, and I'm very understanding of it because if this if the shoes were on the other foot, I could have very easily been me. So I I kind of understand it. And our first guest is rushing in, our second guest, we do two shows usually in a row, is rushing in to get her here. Her name is Ronica Cleary. However, she had a little mix-up with the wrong building, and which happens often, our building is sometimes hard to find, at one Bala Plaza in in Bala Kinwood. So she is um on her way in, and I'm going just to riff on this for a while until she gets here. And one of the things I wanted to talk about is it is this is a crazy year. This is 2025, and maybe it's the first really, it feels like the really first very full pandemic year. It seems like everyone's kind of recovered from that, and it seems like people make are making up for lost ground because we have everyone's so busy, and the year went so fast. And I know this is everybody I talk to says this. This is not just my impression. And it's just everything's moving at such a such a quick pace that I was thinking about I usually have a word or a thought of the day, which I'm going to ask Ronica about if we have time when she comes in. And the word of the day is clarity. And I find that clarity is always important. Clarity of purpose, clarity of your actions, clarity of your speech, you know, clarity about your intentions. It really kind of starts with clarity about your intentions. And I find that right now, in these really crazy times, it's even more important. So Ronica's here. She saved my day. So I'm just going to keep going on about this until she gets her headphones on. This is live radio, and this is um what happens sometimes. She interestingly comes from live television at one point, so she's very familiar with the phenomenon. And anyway, I just find the clarity is very important. And I always do year-end planning. And coming up, starting actually today, I'll be clarifying my intentions and my thoughts and my purpose for the year coming ahead. And um I may have gotten her just in time. Oh when you think good morning, Ronica.

Ronica Cleary: 3:38

Thanks for having me. Good morning. It's a busy morning, huh?

Marc Bernstein: 3:40

Live radio. We were just talking about you know what happens with live radio. So uh we were at the word of the day, as you know, is clarity. And I was just talking about with the craziness how fast the ye this year is going, faster than any other year. And I've talked about the reasons why I think that might be happening. And given that, do you feel like you're working at a frantic pace? And how what does clarity mean to you during all of that?

Ronica Cleary: 4:06

Oh, that's so that's such a great thing to think about. I'm very intentional about not working at a frantic pace. Um and uh thanks for having me here, by the way. We shouldn't need to skip pleasantries just because we're going crazy. So I work very hard to not work at a frantic pace. Uh everything in you know, I run a public relations agency, which uh I think the stereotype is frantic, and I don't want that. So I'm very deliberate and intentionally. Exactly. Exactly.

Marc Bernstein: 4:37

So you have a young family.

Ronica Cleary: 4:39

Which is frantic.

Marc Bernstein: 4:41

Right. So so yep.

Ronica Cleary: 4:42

So you have two questions. So the the way that I live without the chaos is to be extremely deliberate and organized. You know, everything we do with our clients, I think pausing and planning and um having a strategy and agenda, even when you think you can't plan for the unknown, can really help.

Marc Bernstein: 5:04

Being intentional.

Ronica Cleary: 5:05

Being very intentional. Um and then clarity, I have a slightly different answer than you might expect for clarity, but it's really helped me. So I think intuition and listening to your gut are very important. Important parts of being an entrepreneur, running a business, and you know, just working in life. And frankly, I felt like I was losing touch with my intuition because I was too caffeinated. Is that crazy? I was like drinking so much coffee.

Marc Bernstein: 5:33

That's believable.

Ronica Cleary: 5:34

I just like couldn't hear myself. So I haven't given up the stuff. But but I greatly reduced my caffeine intake, and I feel like I have a lot more clarity and I can like focus in a way that I just couldn't for a while. So very very interesting. Thank you.

Marc Bernstein: 5:50

I I have to tell you, I just did a whole 30 diet, and I've never had a cup of coffee in my life.

Ronica Cleary: 5:55

Well, they drink coffee on whole 30, don't they?

Marc Bernstein: 5:57

No, no, no, well, the caffeine, no caffeinated, no caffeine, because you're cleansing. So so but I drink I started drinking matcha tea a couple years ago. And it's a different kind of you don't get like that crazy high like you get from from coffee, but does give me energy.

Ronica Cleary: 6:15

Yeah.

Marc Bernstein: 6:16

Surprisingly, when I was doing the whole 30, I was like, I felt like I was an addict off of my off of my drug with the matcha tea.

Ronica Cleary: 6:24

Yeah, even if you're not at a highly caffeinated beverage, whatever that caffeine intake is, boy, yeah, you'll feel it.

Marc Bernstein: 6:31

It was surprising to me because I didn't think I've it has a gentle effect. Anyway, so let's let's back up. We have Ronica Cleary here today. She is founder and CEO of Cleary Strategies. I see Clearly Strategy, Clarify Strategies. I know. I like that. Thank you. Full service public relations agency.

Ronica Cleary: 6:50

Give my husband's name credit for that.

Marc Bernstein: 6:52

I know, I know, I know a lot of Clearies too. Uh Ronica Cleary is an award-winning publicist and founder and CEO of Cleary Strategies, a full service public relations agency and 2x Inc. Power Partner Award winner. Cleary Strategies provides public relations, media placements, and crisis management to leaders and corporations. Cleary Strategy's clients can be seen in broadcast, heard on podcasts and radio. Here we are, and found in digital and print. Prior to launching her agency, Ronica worked as a White House correspondent for Fox Five in Washington, D.C. Think about that. White House correspondent in Washington. That's a pretty big deal.

Ronica Cleary: 7:33

Thank you.

Marc Bernstein: 7:33

And hosted a Sunday morning political talk show, Fox Five on the Hill. Let's let's talk politics. I'm kidding. We're not too. In fact, that's one of the rules. We try really hard not to. I love it.

Announcer: 7:45

It's a good rule.

Marc Bernstein: 7:46

Yeah. So anyway. So welcome officially. So tell us your story, how you got from that to this, and let's start with that, with the founding of your company.

Ronica Cleary: 7:56

No, that's great. And I it's funny hearing you say that we put our clients on the radio. I mentioned to a client today that I was coming over here and I said we gotta do PR for the publicist, you know. So I'm a former television journalist. Most recently I was a White House correspondent in Washington, D.C. I covered the first 18 months of the first Trump administration.

Marc Bernstein: 8:15

It must have been fun.

Ronica Cleary: 8:15

It was busy. It was you know, I know we don't talk politics here, but covering that as a journalist was an incredible life experience. I'm very thankful that I happened to be in DC at that time.

Marc Bernstein: 8:26

It's it's it was the news of the world, and the biggest news of the world in a long time.

Ronica Cleary: 8:30

So it was and I had gone down to DC before uh I covered the that presidential election. So, you know, I didn't move to cover that. I was there, and then that happened, and it really changed the trajectory of my time down there. So I'm very thankful that I got to do that and cover that and be in the briefing room. It was. Um but we can talk more details about that over drinks.

Marc Bernstein: 8:52

There you go. It will do that. Um but I am curious. We will talk more about that.

Ronica Cleary: 8:56

So I I had worked in television for quite some time. I covered Chris Christie, I covered uh national politics, I covered-I mean, I I had done a lot. I really feel that I had a storybook experience and storybook career in television. And, you know, for me, I have always had a lot of goals and dreams. Uh TV was a big part of that, but I I always really had entrepreneurial goals as well. And I was pregnant with our second child. Uh when we when I moved down to Washington, I actually, my husband had just uh bought equity into a company up here. So I actually moved down to Washington by myself with our daughter and worked as that White House correspondent without my husband there every day. It was it was intense.

Marc Bernstein: 9:35

Who was in New Jersey, right? Who was in Pennsylvania.

Ronica Cleary: 9:38

It was intense, to say the least. So I was pregnant with our second, and my contract was up right around the time when I had our second, and we just as a family decided that it was time to live under the same roof. Um and I felt very fortunate that I had gotten everything I had out of my time in television. And I there are people who cover the White House and they cover it for an administration, and there's people who cover it for 30 years. And I I had to make a decision which was I going to be. And I felt like I had checked that box and I got some advice from some great mentors and friends who encouraged me.

Marc Bernstein: 10:07

Just one quick thing about that, not political, but did you ever get to ask a question at a pr press conference?

Ronica Cleary: 10:12

I did ask the president a question. Most of my questions went to Sean Spicer and Sarah Huckabee Sanders.

Marc Bernstein: 10:16

Right.

Ronica Cleary: 10:16

But I did I was at a press conference in the Rose Garden where I asked President Trump a question.

Marc Bernstein: 10:20

And how did that go?

Ronica Cleary: 10:21

He answered it. You know, it was it wasn't a it wasn't what is it? Like it wasn't like a viral moment QA. Right. It just came and went. Okay. But yes, I did. And I tell that to my kids sometimes. I'm like, you know, your mom asked the president a question. You need to listen to me. And they're like, what do we care? Um, but anyway, that's another podcast, parenting. Um so I just we decided to um I decided to start this business, right? It had always been a dream of mine.

Marc Bernstein: 10:45

Right.

Ronica Cleary: 10:46

And um, you know, Cleary Strategies, we've been in business now for over seven years. When I first started the business, I thought I would do more political communications work. But over time I realized that really wasn't my passion. As much as I loved being a political journalist, when you're doing it as a communications professional, you're usually working for a party and that just didn't feel aligned. And because we know the parties are so um divisive and both sides, and I just didn't really feel like your future son-in-law does that for the Democratic Party.

Marc Bernstein: 11:15

Really, really well, I would love to talk to him.

Ronica Cleary: 11:18

But he, I'm sure that while he might not admit it on the radio, I think it can be challenging. If you are any type of person with uh with sensibility and thoughtfulness, um, all of the things that I think are so important as a journalist, they kind of go out the window when you're doing political comms because it's just they're wrong and we're right all the time. And that felt very uncomfortable to me. Um, so we transitioned and we listened to potential clients, and I had wonderful people in my network who reached out to me and said, I have this business, I have this product, I have this this thing, I want to be on TV, I want to get press for it. And I just said, Okay, well, let's give it a shot. You know, it was very much organic.

Marc Bernstein: 11:58

What kind of people?

Ronica Cleary: 11:59

Any specific industries or businesses or so two people I can think of, two of my first clients I can think of. One had a product, a children's product, and she said to me, We went to college together, we went to pen engineering together, and she said, Can you get me on the today show? And I said, I don't know. And so we signed the six-month contract. I did not get her on the today show. Um, but we got great press for her, and it was really eye-opening to me how the skills that I had developed covering politics and being a journalist, and um, even though I worked in this very specific area of reporting, I really had a lot of great skills that could help people. And then another person that I knew from Drexel in my Drexel network, because I got my master's at Drexel, um, he's a multifamily real estate investor and he said, I need a new publicist. You know, so um those were two people in my network, and then little by little, you know, um obviously our clients are now far beyond my immediate network, and I'm very thankful for that.

Marc Bernstein: 12:54

And you know, we have a great roster of clients. In the interest of time, because we got started a little late, I will I'll skip ahead too, because it's not just you today. You have including independent contractors contractors, 10 people, I believe, when we last spoke.

Ronica Cleary: 13:07

That's right. Yeah. Clarity Strategies is now a team. We're a full service public relations agency, we're industry agnostic, we support clients from coast to coast. And that transformation really came from clarity, from listening, from intuition. All the things we talked about in the beginning, you know, I think they're applicable to any entrepreneurial journey. If you pay attention, they matter.

Marc Bernstein: 13:26

Aaron Powell It's amazing how I can pick a word or a topic, and somehow it always weaves away back into this conversation because they're kind of universal topics that are important in days like these. Um so tell us about because one of the interesting things that we talked about, we talked about a lot when we did our pre-interview. I have I I think I told you five pages of uh AI meeting notes, the most I've ever had. So we gotta we gotta and it's all good substantive stuff.

Ronica Cleary: 13:51

Oh thank you.

Marc Bernstein: 13:52

So the question is um culture, because you have you're you're you have independent contractors, I work works remotely, and I know that you're building a certain way of putting yourself out there, your company in the world. So how do you do that? What does your culture look like, and how do you do that? And we have just a minute or two before the break and then we'll come back and talk about some other things.

Ronica Cleary: 14:13

It's an interesting challenge. Uh it's funny, you see all the headlines and they say, well, you need to be in the office to have culture, and people are really desperate for that. And and I agree that people are, but a lot of the people on my team are working parents and they're desperate for the flexibility that being an independent contractor provides. And I don't think that should mean that they don't have access to workplace culture. So we have regular virtual meetings, we've had virtual holiday parties where I've actually hired someone who does virtual holiday parties. And so I think if you are, if you really make it a priority, you could easily run a virtual business with a virtual team and have no culture. But a lot of these people I worked with in television, they're like family to me. We grew up together in this business. Um, and I care about them deeply. And I also was lonely, right? I also needed workplace culture, right? So some of it I think in the beginning was spearheaded by my need for that. And I can only imagine they have a need and a want for that too. Um, so uh there's a there is a way to do it. It might not be as good as an in-person every day, but this is the environment that I need and require for my family and lifestyle. And frankly, it's the environment, the virtual environment is what most of the people who work for me need. And so I think you can work around that and give them a culture and community if you work at it.

Marc Bernstein: 15:33

I think yours is especially special, but I do we uh you have all kinds of companies on the show, and I think many companies are remote now, and many and culture is important every time, still, regardless of their situation. So, with that, we're gonna take a quick break and we'll be right back on Founders Forum.

Announcer: 15:52

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Marc Bernstein: 17:15

Forum. And we're back on Founders Forum. We're having all kinds of interesting things happen here this morning. Anyway, um, so let's talk about challenges because you mentioned the challenge of building a culture. Um, besides that, it's just been a total smooth ride for the city. Oh, very easy. Very, very easy.

Ronica Cleary: 17:32

I sleep very well at night, eight hours, sometimes nine, you know.

Marc Bernstein: 17:35

Just so I should full disclosure, I met Ronica at the Union League of Philadelphia. We're both members in a group called the Entrepreneurs Roundtable. So, and that's how it came about that she should be on the show. And you know, we talk about this every week. Everyone's got challenges, everybody's got hits, bumps in the road, no matter how successful and all that. What were some of yours in in building this business?

Ronica Cleary: 17:58

I think um pipeline management, uh getting clients. Sure. I had no idea what I was doing. Uh so it's I always say, I know how to do I mean, I didn't really know how to do PR, I sort of learned that too, but I understand media. I deeply understand the media landscape and how it works and how people fit into it. That is totally different than running a PR agency, right? Right. And so the greatest challenge for me um was getting a pipeline of clients who were not in my immediate network and figuring out how to best do that. And every time somebody says, Well, this strategy can help you get clients, and this strategy can help you get clients. They might all be telling the truth that they don't work for every business. So it's like also the investment to figure out what works for you. Today, I think we have very strong SEO, and frankly, we have very strong GEO. We've had several clients find us on that's generative engine optimization, which is basically the term for being found on a chat GPT. Um, and we've had several clients find us that way, or potential clients, I should clarify. And so that has worked extremely well for us. Um but figuring out that that would work, the time it takes for it to produce results is too crazy. And so now I think we have a pretty robust pipeline. But it's that is the thing that I think keeps me up the most. It's like where does the next client come from, or where does the next really good fitting potential client come from? Uh and that's challenging.

Marc Bernstein: 19:24

I can really relate to that. I have financial services businesses. We have we're very specialized in working with entrepreneurs and you know, and with unique where where the business is the keystone asset that's very different than a lot of financial advisors. And you know, I've had so many companies that I've hired and wasted money that said, we we can get you business, SEO, LinkedIn, all that kind of stuff. None of it ever worked. But I am now figuring out I'm starting to present myself I've been very active with media, with this podcast, and with the manufacturers, Forward Focus Forum, and the other forums. That I run, but not but so but never really talking about my business. Now we're starting to do that. And we're in fact I'm working with a young guest on my show. I always say young because he was 22 when he started his business. Oh wow. And he specializes in podcasts, and we're working on it, and we're doing the GEO piece of it. Sure. And it's bringing in business. That's great. So it's really interesting, but I but I know the difference. And I've been in pipeline business for 40 years. You know, so I've always understood that.

Ronica Cleary: 20:25

Absolutely.

Marc Bernstein: 20:25

But taking it, you know, changing it to the modern era and figuring out new and interesting ways to get to the right people, which is what you need too, is difficult. Exactly. So I get that. So how did you finally how what what had you kind of figure that out? Or what had what did you do to change in that regard?

Ronica Cleary: 20:44

I got lucky and invested in SEO and it worked, but it took a long time. I also found the right company. I just found the right partner. You know, we pause in that investment now. I understand it well enough and our and we're doing well enough that I think uh I just took a little break from it and we invest in other things. But uh I I think a lot of it is an sometimes it feels a little bit like an accident, right? You just have to be willing to try new things and unafraid of it. Um so uh that SEO has been a great tool for us and it has brought in very high quality leads. So I'm very thankful for that. And then of course referrals and things like that. I also think another challenge for us is as we change our pricing structure and as we charge more, it brings in a different type of client with a different type of expectations and way that we work with them. And that's been a transition too. And that has been hard. You know, all of our clients for the rates that we charge, they're hard, right? These are hard clients to deliver public relations results for. PR is a very hard industry. There are no guarantees. Everything we do is at the at the mercy of a third-party decision maker, i.e. the media, right? And now we are charging very competitive rates. And so people come to us with challenging PR problems and issues, right, that they want solutions for. And so, you know, where I used to be able to run this business.

Marc Bernstein: 22:01

By the way, I just want to interject one thing, not to mention the fact that media is changing so rapidly. All the time. And the people you're telling me about you're dealing with have to be in this radio station, Beasley Media Group. Uh, you know, I'm very familiar with what's going on here. Everywhere it's changing rapidly.

Ronica Cleary: 22:15

100%. Um, so I used to, you know, maybe two and a half years ago, three years ago. I mean, we had a real nice system. I could like plug my clients into this system and it would generate results. It was awesome, right? But we had a very specific type of client that we took and it worked. Well, now, you know, every client is very unique with a unique set of challenges. So it's just been, I think that's been another challenge. But that's exciting, right? That's a great, I mean, that's a great thing. It keeps us creative and fresh and uh keeps our keeps us young, right, if you will, right? Keeps us thinking outside the box. But those are just some of the challenges. But I'm thankful to have them because that means we've got a business.

Marc Bernstein: 22:54

I'm the guy in our business, and I'm, you know, I'm billion years old, you know, and you know, I'm in the business 40 years, and I'm the guy leading that. And I do find it really exciting, you know, it's because we're also dealing with a different level of clients, charging differently. Right. And it's and it's you know, it's an it's like keep having mountains to climb, which is what part of what makes entrepreneurship so great. I think. Yes. So uh so tell me about we always talk on the show about future vision. So this is December something. I'm not even sure what date it is right now. Today 17th? 17th, I think you're right. December 17th, 2025, for those who are listening whenever. And it's gonna be um on the on the podcast. And it's if if we are, you and I are having that drink you talked about, we'll make a date for three years from now, December 17th, oh gosh, 2028, okay? And we're looking back on the th last three years, what would have to happen over that three-year period for you to feel like that was a successful three-year period in your business and your life?

Ronica Cleary: 23:54

Oh my gosh. Uh please don't hold me to it. Um I would like our business to keep growing.

Marc Bernstein: 24:00

You do tell me before, I can give you some hints.

Ronica Cleary: 24:02

I know, I know. I would like our business to keep growing. I'd love to see 20 to 30 percent year-over-year growth. I would like to have at least one or two other people on my team that can fully manage accounts start to finish. I am not managing the day-to-day or every detail, but I am a touch point far too often for any like entrepreneurial roundtable conversation. They'd say, Okay, you're you're touching way too many pieces of this if you want to really run this business. So I would like to do that. But the chat the problem is I really love it. Um, so I think I would feel very happy if the business was obviously bigger, but bigger in a steady state, right? Where it's not chaos. Like we going full circle to the start of this conversation. It is very important to me that as I grow, I minimize chaos because I am a mom of three kids, and it is very important to me to be there for them and with them too.

Marc Bernstein: 25:01

Aaron Powell So one of the things you mentioned to me specifically before, and I think it's right along those lines, is hiring a manager to run the assembly line. Yeah.

Ronica Cleary: 25:09

Let's call it. Exactly. The assembly line. That's how I think of my business. Yeah. As a former systems engineer, um, I think of my business like a system.

Marc Bernstein: 25:16

By the way, I think that's fascinating for your background. That's for another scene. I know, I know. So so um and what in terms of that vision that you have, growth and having the business run differently, what what challenges do you see there and what strengths do you have that has you feel that you will overcome those?

Ronica Cleary: 25:35

Aaron Powell Talent finding talent. Yep. Right? I mean, I think not just about finding talent. There's a lot of really talented people, but finding talent that wants to do the work, right? And has the time and the bandwidth and all that stuff and has to um, you know, kind of believe in it and execute it, not exactly how I would. I've learned, I've really learned the value of trusting my team and seeing what they bring to the table that I wouldn't even think of. Um, and the creativity and the ideas and the success that we would not have if I was by myself. There's no convincing me that other people can do great work, you know, that entrepreneurial thing where you think you're the only one that can do it. I don't, I don't have that. Um but I'm sure giving more people more work or more responsibility, more expectations, that would just be harder and harder to kind of find an extraordinary.

Marc Bernstein: 26:16

Is that person a PR person, or does it need to be, or can it be somebody that just has good management skills?

Ronica Cleary: 26:22

Aaron Ross Powell I think it needs to be a former journalist.

Marc Bernstein: 26:24

Aaron Powell I was thinking that.

Ronica Cleary: 26:25

Yeah. Gotcha. Yeah. I think you have to understand this business in a way that you just can't learn about it.

Marc Bernstein: 26:30

You need to find another engineer, a former engineer journalist, because that's not the typical qualities you'd find in a in a newsroom person, right?

Ronica Cleary: 26:38

That's true.

Marc Bernstein: 26:40

Okay. All right. So we'll leave that. We can talk more. I can help you think that through. Thank you. I appreciate that. I do a lot of that. Um let's talk about. I know you're a voracious reader. I think we're talking about it.

Ronica Cleary: 26:50

I love to read.

Marc Bernstein: 26:50

So what do you what what are your favorite books?

Ronica Cleary: 26:53

Okay. So I brought my two favorite books today. I know that they can't see, but these are well, not two favorite books, but two favorite books for this conversation. So this one is called Die With Zero. This is a fantastic book to think about what are we working for? What is the money for? Do you want to be the richest person in the cemetery? Um, and I think there's a lot of fear associated with how much we save. And this author, the author is Bill Perkins, does an excellent job of using data and research to help you better wrap your head around why you can live in a different way than you might think you can. And that, you know, saving all your money for retirement is not really the best strategic approach for living in the phone.

Marc Bernstein: 27:35

So you know I'm a fiscal therapist. That's what I do.

Ronica Cleary: 27:38

I love that. That's amazing.

Marc Bernstein: 27:40

I haven't read that book, but there's another one, Die Broke, which is very similar.

Ronica Cleary: 27:43

I'm sure it has a similar set of principles. I just I was afraid to read the book.

Marc Bernstein: 27:48

Work real quick.

Ronica Cleary: 27:50

The other one you should read is the four agreements. The four agreements. Great book. Two favorite ones be impeccable with your word and take nothing personally.

Marc Bernstein: 27:56

Great. Ver Ronica, Ronica Cleary, thanks so much for being here.

Ronica Cleary: 28:00

Thank you.

Marc Bernstein: 28:00

It's been great, and thank you all for listening. We'll see you next week on Founders Forum.

Announcer: 28:05

We hope you enjoyed your time with Founders Forum and that you found value to take with you throughout your day. Join us again next week for another episode of Founders Forum.