S&A Cherokee Founder Ron Smith Shares Advice

Ron Smith, founder of S&A Cherokee, sees communication as a science and public relations professionals as communication scientists.

As a man who has been in the communication industry for more than 30 years, Ron has seen a few notable changes. He sees public relations evolving from publicity to a social science as professionals learn to use every tool available to reach different audiences.

Ron believes in hard work, true words and ethical decisions. He adheres firmly to the PRSA’s Code of Ethics, and requires his employees to do the same. He doesn’t require contracts, and he said it’s something that speaks volumes to clients. Clients have the power to walk away because he wouldn’t recommend something he didn’t believe in.

“We would recommend to a client something to do only if we were the client and we would do it,” he said.

Ron has advice for young professionals. He said, “Think of yourself as self-employed.” He said to look at yourself as a client. That means doing a SWOT analysis and looking at what you need to do. In other words, plot a strategy as “Yourself Incorporated.”

He also encourages people to learn from every encounter, telling people to ask themselves, “What can I learn here?”

At the same time, he reminds us not to work so hard it affects personal relationships. Enter the Ronism.

Ronisms are sayings Ron comes up with to make his points more memorable. When it comes to work, Ron said, “Don’t love something that won’t love you back.”

He uses that particular saying as a reminder to set your priorities, and remember that personal relationships are the most important. He gives credit to his wife when he talks about the success of building his company.

“There is more or less a solid partner in all this company that doesn’t get a lot of recognition, and that’s my wife.”

“What faith could a person have to sign something and guarantee it personally and they’re not involved in it. That takes courage.”

“In a lot of small businesses, people will look and say ‘Oh look at what Ron’s done,’ but it’s not just Ron. When a family commits to a business it’s total. There’s no halfway pregnant in this deal. You’re all in or all out. And I think that’s a courage that people a lot of times overlook.”

Speaking of family, Ron has a granddaughter, Stella, who just turned 3. He loves being a grandfather and spending time with her. “It completes a void you didn’t know you had,” he said.

“I now operate on Stella Time.”

Ron was the first member of S&A Cherokee. His strong values shine through in each of his conversations. To learn about the other members of S&A Cherokee, stay tuned for the next staff profile.