Alright – so today we’ve got the honor of introducing you to Kennidi Cottle & Sydney Bryant. We think you’ll enjoy our conversation, we’ve shared it below.
Kennidi & Sydney, so excited to have you with us today. So much we can chat about, but one of the questions we are most interested in is how you have managed to keep your creativity alive.
At Aggie Media Group, creativity is at the heart of everything we do. As a student-run organization, we look for creativity in every member we bring on board. Once they join, we make sure it thrives by keeping our process as open as possible. We let all ideas flow freely, then work together to refine them to fit the needs of our clients or events.
We believe creativity comes from trying new things. With a diverse range of clients—from a movie theater and clothing brands to nonprofits supporting minorities in the community—we’re constantly exposed to a variety of needs. This versatility pushes us to think outside the box and adapt to different audiences.
As firm directors & full-time students, balancing creativity with the demands of being full-time students means we have to keep our members engaged. We start by understanding our organization’s roots and making sure everything we do aligns with those foundational strategies. Then, we focus on listening to our team. Regular check-ins help us identify areas for growth and find out what our members want to learn or try.
To keep things fun and engaging, we use creative strategies in our meetings, like weekly icebreakers. We prioritize them every week to get to know our members better. We also hold open brainstorming sessions, where we share ideas, potential clients, or initiatives without limiting the conversation. Instead of asking pointed questions, we simply ask, “What do you think?” This creates space for honest and open-ended responses.
Another way we nurture creativity is by fostering a sense of comfort and safety within the team. People share their best ideas when they feel supported, so we host bonding events to strengthen relationships and build trust. Staying up-to-date with trends is also critical for us, especially since we work closely with social media. One of our favorite mottos, inspired by a recent trend, is: “We listen, and we don’t judge.”
Through these efforts, we create an environment where creativity isn’t just alive—it’s thriving. By staying open, flexible, and engaged with both our members and our clients, we ensure that Aggie Media Group remains a space where ideas flourish.
Thanks for sharing that. So, before we get any further into our conversation, can you tell our readers a bit about yourself and what you’re working on?
Originally founded in 2012, Aggie Media Group started as a student-run, faculty-advised PR agency serving the NC A&T State University campus. Since its revitalization in 2023, the agency has expanded to offer six tailored services to the greater Piedmont Triad area and student-run businesses at North Carolina A&T: Media Relations, Social Media Management, Research & Strategy, Branding, Content Production, and Branding. At the core of Aggie Media Group’s culture is a dual commitment: to elevate the brands the agency serves and to empower its student members with valuable skills and experiences. This dual mission is encapsulated in the motto—Amplifying Brands. Empowering Students. It serves as a guiding principle to achieve excellence in every endeavor.
As Firm Directors of Aggie Media Group, we are dedicated to building a diverse team of self-motivated individuals who share a passion for creating change, empowering others, and seeking any opportunity to expand their skill set. Our role involves not only fostering a collaborative and inclusive environment but also serving as mentors and leaders who guide our members toward professional growth. By managing client relationships, overseeing campaigns, and ensuring quality in every deliverable, we are dedicated to our agency’s motto to achieve excellence in every endeavor.
Being surrounded by creatives in an environment where every idea is valued and incorporated into our projects, campaigns, and events enables us to bring our members’ visions to life. Additionally, we take pride in identifying opportunities for our members to develop new skills, gain hands-on experience, and build a portfolio of work that prepares them for success in the public relations industry. Our focus is on creating an agency culture that values innovation, teamwork, and the personal and professional development of every member.
Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?
Although we’re still early in our journey, we’ve identified three key qualities that have been most impactful so far: “drive and adaptability, active listening, and effective communication.”
The first is “drive and adaptability.” Passion can get you started, but it’s drive that sustains you. In our roles as firm directors, we’ve learned that channeling passion into actionable steps is essential. Running a student-led agency involves constant changes, new challenges, and daily surprises. Adaptability has been key to handling these shifts effectively. Just like driving, where blind spots exist no matter how experienced you are, unexpected obstacles can appear out of nowhere. Adaptability helps us check those blind spots, adjust quickly, and stay on course. This combination of drive and flexibility allows us to tackle challenges head-on while staying motivated.
The second is “active listening.” This has been invaluable in working with our team and clients. Active listening goes beyond just hearing words; it’s about understanding what’s being communicated, both verbally and nonverbally. We strive to listen with intention—not just to respond, but to truly understand. This approach builds stronger relationships and helps us tailor our efforts to meet the needs of those we work with.
The third is “effective communication.” Communication is the glue that holds our journey together. Whether we’re sharing updates with clients or aligning internally as a team, clear and open communication ensures everyone is on the same page. As firm directors, we’ve prioritized consistent communication through regular check-ins and updates, which minimizes confusion and keeps us organized. It’s not just about delivering information but creating a space where everyone feels comfortable asking questions, sharing ideas, and collaborating effectively.
Advice for those starting their journey: Begin building these skills now. Cultivate drive by setting small, achievable goals that align with your passions. Build adaptability by embracing change and staying open to feedback. Remember the blind spot analogy—proactively look for areas you might not immediately notice, and be ready to adjust. Practice active listening in everyday conversations by focusing on understanding rather than simply responding. Lastly, strengthen your communication by being intentional about how you share and receive information.
Self-awareness is critical. Take time to reflect on your strengths and areas for growth, then actively work on them. These skills take time to develop, but starting now will give you a strong foundation for success.
Looking back over the past 12 months or so, what do you think has been your biggest area of improvement or growth?
Aggie Media Group began as an idea we could have never imagined would evolve into what it is today. What started as a brainstorming session on a Zoom call with our department chair to revive the agency has grown into an organization of over 25 members who are seeking to gain experience in the public relations industry while enrolled as a full-time student.
Our most significant area of growth has been expanding our reach through social media efforts. Over the past year, we prioritized creating meaningful content that not only showcased our agency’s work but also engaged our audience. By aligning our content with audience interests, we successfully increased our Instagram following by 35%, boosting our social media presence.
These efforts inspired the creation of a new initiative: the Outreach Team. This team is dedicated to identifying and supporting student-run businesses at our university. By collaborating with these businesses, we help identify areas for growth, discuss deliverables, and provide tailored public relations and marketing services. Through this initiative, we’ve successfully brought on five new student businesses as full-time clients.
Contact Info:
- Instagram: https://www.instagram.com/ncat_amg/
- Linkedin: https://www.linkedin.com/company/aggie-media-group/
Image Credits
Jordan Rivers
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