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Your image is a combination of thoughts, feelings, opinions and visions people have about your company, your products or your services. It’s what others think and feel about you, not necessarily and solely what your marketing and sales materials say. Your identity in the marketplace reflects your company image. Two companies might have a similar image, but what sets you apart from a competitor creates your specific market identity. The attributes of a company that differentiate you from other companies is your market position. Image and reputation are closely related, but to understand their differences is to recognize how they compliment each other. You build an image. Your reputation is something you gain over time through your actions.

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With 18 years in the public sector, non-profits and agency world, Pat has increased awareness and developed corporate identity for national and regional brands, as well as emerging companies.   

Pat has served on national and regional PR teams for outdoor retailer REI (Recreational Equipment, Inc) and Lucent Technologies' Business Communication Systems division (later Avaya Communication).  While with CH2M HILL, an international project delivery firm headquartered in Denver, she worked on complex environmental remediation proposals valued up to $300 million. She later served as a public information outreach team member in technical media relations for the Standley Lake Protection Project (SLPP).  During her tenure at CH2M HILL, she served as Public Affairs Manager for the 11-state Rocky Mountain Region.

Principal of OnTarget Public Relations, LLC, Pat's recent work has been for outdoor industry clients such as GoLite, a manufacturer whose line is exclusively ultralite gear for aerobic, camping and ultra-distance trekking.  Teaming with Scott Harris, she led an internal communications program for the national headquarters of Budget Truck Rental in Denver, Colorado.  She also counsels Fit To Be Tied/Corporate Fitness Consultants who offer nutrition and exercise counsel for brides, companies and individuals.  Her work for Little Moon Essentials, an all natural/organic body care products company, includes product launches that have doubled company sales from $1 to $2 million.  Smith is also a startup team member for StructureTek Property Document Management, a digital archive system specializing in the real estate industry preparing for franchise launch.

Pat has a B.A. in English and Humanities from Augustana College, Rock Island, Illinois.  She is a long-time member of the Colorado Chapter of the Public Relations Society of America with coursework toward her APR certification.  She is a graduate of NxLevel Entrepreneurship Business Plan Program at the Denver Metro Chamber of Commerce and co-author of a first-place business plan for StructureTek.
 
     

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