Lessons Learned Navigating New Clients, Industry Acronyms and Agency Time Tracking
By Gina Stegner, SMS
Senior Account Executive
RCUT, CFI, BRT, BSB, WHV, DDI and SPUI. These are just a few of the abbreviations I’ve picked up in my first 90 days at Rasor. At first, it felt like everyone was speaking a language only I didn’t understand. Sometimes it still feels that way, but I’m starting to get the hang of it.
From Newspaper Reporter to Communications Strategist: My Career Path
I started my career as a reporter at a weekly newspaper. Later, I freelanced for The Kentucky Post, The Kentucky Enquirer and several magazines. That’s when I discovered how much I enjoy turning complex topics into stories people can understand. I gained knowledge across a variety of topics, from construction and road projects to healthcare, government and education. It gave me the opportunity to learn the inner workings of city, county and state government, including how decisions are made.
While freelancing, I also provided marketing consulting services for a variety of businesses, including an art studio, a few restaurants and a recreation center. I developed marketing strategy plans, directed and voiced commercials and handled media relations.
Discovering a Passion for Public Relations and Community Engagement
My next stop was public relations for a local public library system. That’s where I found my passion for community engagement, public and media relations, strategic communications and project management. Here I learned even more about how government agencies operate, the laws they must follow, funding regulations and more.
Building the library’s social media from scratch meant learning government policies for digital media. I didn’t mind because this type of work intrigues me. I attended training through the Government Social Media Association and earned a certification in Social Media Strategy from the National Institute of Social Media. This gave me the knowledge and confidence to create and implement a strategy that is 100% government compliant.
Crisis Communications and Professional Training
During my time with the library, I managed more than one crisis. I know most people probably think of a crisis at the library as an overdue book, but you would be shocked by how many true crises occurred during my tenure. A ceiling collapse, bomb threat and lockdowns due to a gunman on the run are just a few I can mention.
I chose to learn more about crisis management and communications through Kentucky Emergency Management and FEMA. I earned several certificates, and while I hope I never have to use my training again (I will), I feel prepared for whatever comes next.
Transitioning From In-House Communications to Agency Life
I ended 2025 by leaving the library after 18 years and joining Rasor. Switching from in-house to agency life has been challenging, exciting, educational and fun. The library kept me busy with promoting 200 programs per month, 30 services, the physical and online collection, securing sponsors, supporting the Library Foundation and community outreach, but agency work is a whole different story.
One day I’m checking dignitaries in to watch a bridge fall into the river after a controlled blast and another I’m hanging out with Mr. Monopoly at the Cincinnati Museum Center to announce the city’s official Monopoly game. I’ve written communication plans for bridge projects, messaging for MetroRapid and compiled stakeholder lists for the Oasis Trail. No two days are ever the same.
Why Rasor Was the Right Fit
Rasor’s reputation and client list attracted me to the agency. The agency specializes in communications for government organizations, particularly transportation and infrastructure projects while also excelling in B2B and B2C. That work aligns well with my background. As a reporter, I covered road construction, public agencies and infrastructure projects and worked in B2C as a marketing consultant. Later, while working in public relations for a government organization, I gained firsthand experience navigating public accountability, transparency requirements and stakeholder engagement.
That combination helps me understand both the technical side of projects and the importance of clear communication with the communities and customers that clients serve.
Agency Challenges: Learning Abbreviations and Time Slips
The two biggest challenges so far have been learning all the abbreviations and figuring out time slips. Here are some of the abbreviations we use every day at Rasor.
- BRT – Bus Rapid Transit
- BSB – Brent Spence Bridge
- WHV – Western Hills Viaduct
- DDI – Diverging Diamond Interchange
- SPUI – Single Point Urban Interchange
- RCUT – Restricted Crossing U-Turn
- CFI – Continuous Flow Intersection
I’m starting to catch on, which means meetings with the Rasor team, engineers and planners feel less like solving puzzles.
Time slips. Where do I begin? Of course, I have kept a time sheet or timecard at every job I’ve had since my high school days at Long John Silver’s. But time slips are completely different.
At Rasor and most agencies, we track our time in 15-minute increments. Whether it’s 15 minutes catching up on emails, a 30-minute call with a client or an hour writing a blog post, it is recorded. This allows us to show clients exactly how we spent time working on their projects.
Why is this so challenging? I must remember to do it and be accurate.
What I’ve Enjoyed About Agency Life at Rasor
I definitely think of myself as a lifelong learner, so I’ve loved learning more about transportation, infrastructure and that Mr. Monopoly’s given name is Rich Uncle Pennybags. I’ve also enjoyed getting to know our clients and communicating their messages.
What I’ve appreciated most about Rasor is learning from and getting to know the creative people on our team. Everyone supports each other, which makes going into the office a few days a week something I genuinely look forward to.
This woman-owned agency truly values work-life balance, empathy and teamwork. And the fridge is always stocked with Diet Coke.
I can’t wait to see what the next 90 days have in store.
Rasor is an award-winning marketing agency in Cincinnati, delivering communications, design and public relations strategies to industries including healthcare, municipal and infrastructure and B2B/B2C. Contact us at info@gorasor.comor 513-793-1234 to find out how Rasor can help your organization with its communication needs.