We recently connected with Brenda Viola and have shared our conversation below.

Brenda, appreciate you joining us today. Can you share a story that illustrates an important or relevant lesson you learned in school

As I prepare for the release of my second book, How to be Heard Without Screaming, I recall the impact of teachers who guided me to a career in communications.

For an eleven-year-old little girl who had just lost her father, Mrs. Dodge’s words, “Brenda, you are a great writer!” offered a lifeline. I escaped into the stories I wrote in pencil at the kitchen table, and fell in love with the written word. This love fueled an unlikely dream – to be the first in my family to attend college. Lacking the audacity to aspire beyond a 30-minute commute, it proved lucky that Glassboro State College (Rowan University) in South Jersey had a stellar communications department, In an environment filled with fellow word nerds, I thrived…until meeting my nemesis: Ed Kasuba.

Professor of the Broadcast Journalism class, his “day job” was as South Jersey Bureau Chief for KWY NewsRadio, the top-rated station in the Philadelphia market. In awe of his professional credentials, our class clamored to impress him.

Epic fail. We soon discovered he gave automatic zeros for homework papers using even ONE unnecessary word.

So many bright red zeroes! Each week, I left that class in tears.

Until I got better.

And better.

My final grade? That “A” was the most gratifying of my life. And the lessons learned about failing forward, resilience, and editing? They’ve served me for a lifetime and play a starring role in my book.

Within the pages of How to be Heard Without Screaming are the ghosts of teachers’ past. And how their service inspired a profession – and a life – I love.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Can’t get what’s in your head out of your mouth? Need a “Wow!” speaker to headline your next conference? Or perhaps your company’s culture needs a refresh? These are just some of the problems Vici Communications LLC solves.

My professional experiences have been diverse, to say the least! News anchor, marketing VP, public information officer, culture officer, and even QVC show host appear on my resume. However, the common theme through it all has been a heart for communication and people.

Though gainfully employed with wonderful organizations, winning awards, and building nationally-ranked corporate cultures, a desire to teach and uplift grew. Watching colleagues nearing burnout inspired me to create educational and inspirational presentations. Word spread and demand for my keynotes and workshops grew, as did my joy in serving others through this work.

A life-altering series of events shifted my perspective, and I realized my life’s purpose should be more than a “side hustle.” When visiting San Diego, a neon sign atop a building in Little Italy said “Vici” and something about that word nudged my heart.

“Vici” is to “conquer” and I knew I wanted to help people conquer their challenges in work and life. Drawing from a career spanning 30+ years, Vici Communications LLC was founded in 2023 to empower clients to conquer their communication, conference, and culture challenges. Whether a keynote delivered to thousands, guiding a leadership team to define their company’s core values, or prepping a CEO to deliver an important speech, The Vici Way is unique.

Four principles guide the company:

– V – VALUE BIG IDEAS. Instead of “What if?” we say, “Why not?” Big ideas challenge and inspire and our clients discover they can achieve more than they ever dreamed possible.

– I – INSIST ON EXCELLENCE. That’s the infrastructure of integrity upon which big ideas can thrive. We work with clients to ask difficult questions and arrive at sustainable solutions.

– C – CHOOSE LOVE. Yes, fear is always knocking at the door, but we believe LOVE never fails. It does right by people and is the sweet yet strong tenet that causes people to trust and collaborate.

– I – INFUSE WORK WITH JOY. We love what we do and because of it, you’ll feel the relief that comes from working with us. The encouragement you’ll receive will give you the courage to pursue your big dreams…and have fun in the process.

People don’t care how much you know until they know how much you care. I am most proud that when people work with Vici Communications LLC, they’ll feel genuine care in everything we do. And when they leave a class, keynote, or coaching session, they’re always better for having the experience.

How do you keep your team’s morale high?

I’ve built nationally-ranked corporate cultures and worked with both private and public sector clients.

The mistakes made by each concerning morale are different, yet similar:
– Private companies tend to prioritize profits over people
– Public sector organizations tend to emphasize projects over people

Richard Branson, the founder of the Virgin Group, said it best: “Take care of your employees and they’ll take care of your business.” It is often said that people are “our greatest asset” – but how is this demonstrated?

One of my workshops is called “I Love My Job: How to Create an Inspiring Workplace.” In this session, I ask leaders to grade themselves in six areas, which are essential to morale. Here’s a brief overview based on my experience building workplaces that people love:
-P – Practice effective communication that goes both ways. The less people know, the more they yell!
-E – Exercise appreciation. Someone who feels appreciated will always do more than is asked of them.
-O – Operate from trust. Eliminate micromanaging and let people have the freedom to make decisions. In a healthy culture, people have permission to try – and fail – and learn.
-P – Provide opportunities to grow. What do your employees dream of achieving? Can you help them get there?
-L – Laugh more. Work is hard, and we take it seriously, but can you make space for some levity? It will boost the entire environment.
-E – Expect your core values to be followed. They should be the guideposts for both coaching and praise. Nothing kills morale faster than a leader accepting poor behavior.

People want to feel seen and heard. When leaders model this, it impacts the entire organization in positive ways. Whether it’s noticing a job well done, or asking about an ailing parent, nothing beats genuine care at work to boost morale.

Any advice for growing your clientele? What’s been most effective for you?

Vici Communications LLC consistently exceeds the expectations of our clientele and, as a result, creates loyal brand ambassadors.

Harvesting video and written testimonials following a successful engagement are key to our growth.

We use these testimonies on social media as well as in digital newsletters and personalized pitches to prospective clients. It’s one thing to say how great we are – but when a prospect sees and hears their peers raving about “It was the best conference ever” or “This keynote changed my life” – it doesn’t feel like marketing.

The best strategy for growing clientele? Solving their problems.

For instance, the book, The Public Servants’ Survival Guide was published in 2020. It outlines 10 warning signals that lead to burnout, with strategies to course-correct and restore balance. Burnout is a huge topic, and mental health and well-being are (and should be) top of mind for companies who care about their employees. The combination of conducting in-person workshops and offering the book to reinforce the lessons learned has served the company and our clients well.

That’s why I’m truly excited about the next book, How to Be Heard Without Screaming, scheduled for release in May 2024. The subtitle is “Find your voice and use it skillfully in 30 days.” Each chapter offers a particular strategy to improve communication and ends with an exercise to put the concept into practice. Helping people communicate better will improve every aspect of their lives. From difficult conversations to speaking up in team meetings, writing a dating profile, to responding to criticism, this book offers solutions that can be game-changers.

Contact Info:

• Website: www.brendaviola.com
• Instagram: brendaviola_vicicommunications
• Facebook: https://www.facebook.com/BrendaViola722/
• Linkedin: https://www.linkedin.com/in/brenda-viola/
• Youtube: https://www.youtube.com/@brendaviolamedia2024
• Other: On The Alchemy of Pain podcast, Brenda Viola interviews people who have faced dark times and emerged stronger, often discovering their purpose through the pain. Be inspired! https://open.spotify.com/show/4L2f2I0pxy1xzLwvcadfN1

Image Credits
Rebecca Russo