Paul Kershisnik

Chief Marketing Officer

Q: Please describe your role in the company and why it is important. 

A: The short answer is I am in charge of marketing, the marketing groups, and public relations (PR) companywide. Generally, within each group (CaptionCall, SVRS and Sorenson Interpreting) we focus on lead generation, product and feature launches, social media and “all things” website, consumer education, collateral development (both for marketing and sales/events purposes), and overall brand development – that is, naming, logos, colors, guidelines, communication consistency, partnerships, etc. We also initiate consumer research to 1) understand how consumers view our products, services, and benefits, 2) ensure our plans, products, and promotions support consumer needs and expectations, and 3) inform future product and feature development activities.

The broad mandate of PR is to leverage all the good things we represent and do as individual brands and as a company overall into newsworthy stories.

What we do, as marketers, is important because the cumulative impact of our various marketing efforts is to make sure all our customer-facing activities, from all departments, are consistent with our respective brand identity.

Q: What do you bring to your role that adds value to the company?

A: Like everyone else in the company, regardless of our roles, I have to “know my job.” I’ve been in marketing roles now for just shy of 34 years. Those roles have included jobs in packaged goods (General Mills), food (Pizza Hut, Mrs. Field’s, Wendy’s), and technology (Sprint and Sorenson Communications). I have also lived and worked domestically and internationally doing consumer and field marketing, new product development, and advertising. All those experiences combine to help me bring a very broad perspective to our activities here.

Q: What does the Americans With Disabilities Act (ADA) provide for people who are Deaf and hard-of-hearing? 

A: Our focus within the broader mandates of the ADA is to provide functionally-equivalent access to communications services. The combination of this foundational legislation and the entrepreneurial spirit of our company has resulted in the very best realization of functional equivalence in the United States versus anywhere in the world. And we, as a company, are committed to doing even better, both here and abroad.

Q: Please describe how regulations (the government rules) impact what we do as a company.

A: Regulations are like very helpful guardrails, defining the parameters of all our activities. Compliance to the regulations which govern our industry is always “front and center” for us.

Q: What is the greatest challenge you have overcome – or are still overcoming – in your work?

A: The biggest challenge is CHANGE, and that challenge is exciting! Over the years, there have been so many interesting developments in how we reach customers, how we communicate and connect with them. Plus, customers have so much more control in that whole process as well. When I first started my career, social media as we know it today did not even exist! Now it is one of the most important tools we have. Staying on top of all the important changes going on around us and in this great big world is part personal development and part hiring strategy. I love learning and I also love hiring younger people, for whom so many of the latest changes are just second nature.

Q: What is the best part of your work?

A: Top of the list: I love working on things that really matter to the people who use them. This job fulfills that better than I could have ever dreamed possible. Our company is the definition of “cause marketing.” What we do makes a HUGE difference in the lives of our customers.

Very close second: Our company is FULL of wonderful, bright, energetic, creative, and purposeful people. Rubbing shoulders with our employees – it does not get much better than that.