Skip to main content

Q&A With Fauzia Burke, President Of FSB Associates

Fauzia Burke

Many of the leadership books I read and sometimes review on my blog I first learn about from FSB Associates, a digital publicity and marketing firm specializing in creating awareness for books and authors.

Fauzia Burke is the Founder and President of FSB Associates, and because she's marketed leadership books for 20 years, she was a natural for me to ask her the following questions about:

  • trends in leadership books
  • the leadership books that excite her the most
  • why books in print are still relevant
But, first a little more about Burke:

1.  What is your title?

Burke: I am the President of FSB Associates, and have worked in book marketing and publicity for all of my professional life. I started in the marketing departments of John Wiley & Sons and Henry Holt.

2. How long have you worked at FSB Associates, Inc.?

Burke: In 1995, I founded FSB Associates, one of the first firms to specialize in Internet publicity and marketing for publishers and authors.

3. What are your primary duties at work?

Burke: Everything. (Kidding). As President, I am involved in all aspects of running the business but a great percentage of my time is spent working closely with my clients to develop a strategy, shape a consistent message, work with our media relationships, and create exposure for our clients. I lead my team to help build digital platforms, online brands, and launch books on the web. We call our process Social Publicity, because it integrates social media and online publicity in a fundamental way. It's a unique and proprietary model of publicity. As a result of influential social media tools, the responsibility of a publicist is moving and growing, creating a very robust and exciting time for the industry. I also speak nationally, consult, and write for national publications.

4. How long have you been promoting books about leadership?

Burke: We have worked on leadership titles since FSB Associates began.

5. What are the recent trends in leadership books?

Burke:
Trend 1: Millennials in the workplace.
I think the millennials in the workplace is a trending story, specifically millennials in leadership roles. I have worked with young CEOs (sometimes under 30), and it changes the dynamics of the workforce. Millennials are tech savvy and want their work to be meaningful and make an impact. Millennials want more inclusion (more team-oriented than top-down companies), diversity and transparency in the workplace.


Trend 2: Transparency.
Transparency is an important area and I think changes the way leaders interact with employees as well as customers. Leaders today are more apt to train, teach and engage with their teams informally. Businesses that establish a mission statement and proactively establish a culture for their business is another aspect of transparency that we are seeing more of today. People become part of a company's culture and position their strengths to make a business successful because they feel like they have more of a stake in the business.

Trend 3: Women Taking Lead.
As we see from the success of Sheryl Sandberg's book, Lean In: Women, Work, and the Will to Lead there is more talk about getting women into power positions, specifically getting a larger percentage of women to the top of their industries and breaking through that glass ceiling. We are seeing more of a push for women to go after what they want and claim their power. As Sheryl Sandberg says, "Real change will come when powerful women are less of an exception." Or, as she says, when women are known as "leaders" not "women leaders."

6. How best should today's leadership book authors compete with the vast array of other non-book leadership advice options on the Internet?

Burke: Leadership books are no different than all the other non-fiction categories. There is a lot of information available for free, and although people are reading more, the rate of reading online is steadily increasing. However, it is also true that we are all drowning in content. Sit to watch something on Netflix and 20 minutes go by before you find something of value. Start to look for information on the web and you can spend hours chasing down valuable information. Which is why, I think, curation is more valuable than ever. We don't have time to waste, so if an author has built trust with their readers by providing valuable information, readers, specifically business leaders, would rather spend the money than spend the time looking for what they need from an overwhelming amount of mediocre information. Good content is valuable content and content is always king.

7. What new leadership books are you most excited about and why?

Burke: I am a big fan of my clients' books, of course. There is a really interesting book coming from Robbie Bach who was the President of Xbox and worked at Microsoft for 22 years. Robbie's book, Xbox Revisited is part memoir, part strategy, part inspirational call to action. Robbie's book works because he's really honest about his own challenges. He even put in his resignation letter to his boss. I don't think I have ever read that in a book. His book challenges every citizen to become a civic engineer, addressing the challenges we face in our communities and across the country.


Tom Rath, a leadership expert and former senior scientist at Gallup, is another client of ours who recently released a book called Are You Fully Charged? The Three Keys to Energizing Your Work and Life. This fall, he is actually releasing a documentary about the important information in his book about how we can how to help people identify their natural strengths and gifts, live their potential, and shift from a pursuit of happiness to a life of meaning. He reveals that the foundation of living your best life is to put your own health first.

Another interesting book we are representing is Endless Encores: Repeating Success Through People, Products, and Profits. This little parable by Ken Goldstein is the story of a man who has accomplished much, but now fears exposure as a fraud and the woman, who, as a CEO with multiple successes for her credit, shows him the secret to consistent achievement.


Another important and empowering title we represent is Leading Women: 20 Influential Women Share Their Secrets to Leadership, Business, and Life by Dr. Nancy O'Reilly. Her book encourages women to claim their power and respect, conquer internal barriers, and change the world by helping other women do the same. This book has stories from 21 women business leaders such as New York Times bestselling author Marci Shimoff and advocacy leader Gloria Feldt. It's incredibly inspiring.

8. If you could recommend only one best book about leadership so far this year, what would it be and why?

Burke: Early this year I read Driven to Distraction at Work by Ned Hallowell, and found it very helpful. Dealing with distraction at work and life has been a big theme for me for several years so this book resonated with me. I wrote a blog several years ago called Looking for Balance in a 24/7 World and just came back from a week's vacation where I was able to unplug from email, blogs and social media. It was a bit of an effort at first, but totally worth it.

9. Why are books in print still relevant?

Burke: I am a big fan of ebooks, although format of books is less interesting to me. How we read (or listen) to books is less important than the fact that we read good books with curated information. None of us have time to waste, so books that provide content of high value are more important than ever. For many people who love to read, print books will be the only type of book they will ever love. I don't think this is likely to change. Printed books often have more substance to the reader; there is something about smelling a book, holding it in your hand, having it remind you of libraries, or just being able to physically collect books on your shelf. There is something about owning a book in physical form (not just the access to read it.) Really, ebooks and print books are apples and oranges -- two entirely different experiences and one doesn't have to replace the other. People can freely choose when and what type of book to read. As long as they are reading!

Burke is a nationally-recognized speaker and digital branding expert.  She writes regularly for Huffington Post, MariaShriver.com and MindBodyGreen. To talk with Fauzia and ask your online publicity questions, please reach her on Twitter and Facebook.


Comments

Popular posts from this blog

Important Questions To Ask New Hires Within The First 90 Days

  In  Paul Falcone ’s book,  75 Ways For Managers To Hire, Develop And Keep Great Employees , he recommends asking new employees the following questions 30, 60 and 90 days after they were hired:   30-Day One-on-One Follow-Up Questions Why do you think we selected you as an employee? What do you like about the job and the organization so far? What’s been going well? What are the highlights of your experiences so far? Why? Tell me what you don’t understand about your job and about our organization now that you’ve had a month to roll up your sleeves and get your hands dirty. Have you faced any unforeseen surprises since joining us that you weren’t expecting?   60-Day One-on-One Follow-Up Questions Do you have enough, too much or too little time to do your work? Do you have access to the appropriate tools and resources? Do you feel you have been sufficiently trained in all aspects of your job to perform at a high level? How do you see your job relating to the organization’s mission and vis

The Seven Elements Of Meaningful Work

There are so many good things to learn in the book,  Helping People Win At Work , by  Ken Blanchard  and  Garry Ridge . Among those is the section about how to  define meaningful work . Their definition consists of these  seven attributes. Work is meaningful when it : It is conducted in a manner that is "good and proper" in all respects. It positively affects our company and our communities, giving our work an impact that extends beyond ourselves. It provides learning and growth, offers challenges, requires creativity, pushes us to surpass limits, and creates exciting results. It provides recognition and rewards for our achievements. It allows us to succeed as a team while excelling as individuals. It allows us to enjoy the ride, bringing humor and fun into our work. It fuels passion!

How To Be A Good Leader

Author  Melissa Greenwell  interviewed many top business executives while doing research for her book,  Money on the Table . When she asked them to list characteristics of their best leaders, those who work well as a team,  collaborative  was almost always first and foremost. The full list is: Collaborative Good listener Asks thorough questions and seeks new information or is curious and innovative Risk taker Sense of urgency or takes action Subject matter experts Not afraid to challenge Participatory Intuitive Wants or seeks feedback Empathetic Respectful

How To Inspire And Energize People Every Day

Today, I bring back one of my most-read blog posts from 2017. It read as follows: At the end of each year, I select my choice for the  best new leadership book  for that year, and then highlight that book on my blog. Well, we're only five months into 2017 and there is a new leadership book so good that I can't wait until year-end to share it with you. And, it's likely to be among the select few options for best new leadership book of 2017. It's called,  The Inspiration Code , by  Kristi Hedges . Perhaps now more than any other time, the need for inspirational leadership is critical in the workplace. Filled with profound insights and compelling data, and based on a commissioned survey on who and what inspires people, Hedges uncovers a set of consistent, learnable behaviors that dramatically enhance leadership success. And, shows you  how to inspire those you lead. And, how to energize people every day . Kristi Hedges But, first, what exactly is inspiration? Hedges explai

The 10 Essential Elements Of Dignity

In their book,  Millennials Who Manage , authors  Chip Espinoza  and  Joel Schwarzbart , quote Donna Hicks's explanation about how  dignity is different from respect . Dignity is different from respect in that it is not based on how people perform, what they can do for us, or their likability. Dignity is a feeling of inherent value and worth. Therefore, Espinoza and Schwarzbart recommend that leaders treat those they are leading with dignity and follow Hick's  10 Essential Elements of Dignity : Acceptance of Identity  - Approach people as being neither inferior nor superior to you. Assume that others have integrity. Inclusion  - Make others feel that they belong, whatever the relationship. Safety  - Put people at ease at two levels: physically, so they feel safe from bodily harm, and psychologically, so they feel safe from being humiliated. Acknowledgment  - Give people your full attention by listening, hearing, validating, and responding to their concerns, feelings, and experi

Effective Listening: Do's And Don'ts

Here are some great tips from Michelle Tillis Lederman's book, The 11 Laws of Likability .  They are all about: what to do and what not to do to be a leader who's an effective listener : Do : Maintain eye contact Limit your talking Focus on the speaker Ask questions Manage your emotions Listen with your eyes and ears Listen for ideas and opportunities Remain open to the conversation Confirm understanding, paraphrase Give nonverbal messages that you are listening (nod, smile) Ignore distractions Don't : Interrupt Show signs of impatience Judge or argue mentally Multitask during a conversation Project your ideas Think about what to say next Have expectations or preconceived ideas Become defensive or assume you are being attacked Use condescending, aggressive, or closed body language Listen with biases or closed to new ideas Jump to conclusions or finish someone's sentences

Seven Ways To Be A Collaborative Leader

Edward M. Marshall 's book,  Transforming The Way We Work -- The Power Of The Collaborative Workplace , remains relevant today, more than a decade after Marshall wrote it. Particularly useful is the book's section that teaches readers how to be a collaborative leader. Marshall says that there are  seven different, important roles and responsibilities of collaborative leaders when leading teams , and those leaders should select the appropriate style to meet the team's needs. The seven roles are : The leader as sponsor  -- You provide strategic direction, boundaries and coaching for the team. You also monitor progress and ensure integrity in the team's operating processes. The leader as facilitator  -- You ensure that meetings, team dynamics, and interpersonal relationships function effectively. You also ensure internal coordination of activities among team members. The leader as coach  -- You provide support and guidance and you serve as a sounding board. The leader as c

How To Make One Bold Move A Day

  Shanna A. Hocking ’s new book, One Bold Move A Day , is all about meaningful actions women can take to fulfill their leadership and career potential.   Specially, Hocking reveals the transformative mindsets needed to make one Bold Move a day. Those are: Gratitude Mindset And Mindset Happiness Mindset Progress Mindset   “Each of these four mindsets individually plays a special role in the process of continuously showing up for yourself and others,” explains Hocking. “Each mindset contributes in a different way to your success, but they all complement each other and together they will become the foundation to your Bold Move Mindset.”   Hocking explains in her book that a Bold Move is one that challenges you to grow . “Sometimes it’s about capitalizing on an opportunity, and sometimes it’s about creating that opportunity for yourself,” explains Hocking.   Keep in mind, too, that a Bold Move for you might not be the same as someone else’s.   Book chapters cover: Beli

6 Ways To Seek Feedback To Improve Your Performance In The Workplace

Getting feedback is an important way to improve performance at work. But sometimes, it can be hard to seek out, and even harder to hear.  “Feedback is all around you. Your job is to find it, both through asking directly and observing it,” says David L. Van Rooy, author of the new book,  Trajectory: 7 Career Strategies to Take You From Where You Are to Where You Want to Be . As today's guest post, Van Rooy offers these  six tips for how to get the feedback you need to improve performance at work . Guest Post By David L. Van Rooy 1.       Don’t forget to as k :  One of the biggest mistakes people make is assuming things are going perfectly (until they make a catastrophic mistake). By not asking, you’re missing out on opportunities for deep feedback: the difficult, critical feedback that gives you constructive ways to improve. 2.       Make sure you listen :  Remember, getting feedback is about improving your performance, not turning it into a “you versus the

Sample Of Solid Business Guiding Principles

I really like these  10 guiding business principles  that San Antonio, TX headquartered insurance company  USAA has lived by: Exceed customer expectations Live the Golden Rule (treat others with courtesy and respect) Be a leader Participate and contribute Pursue excellence Work as a team Share knowledge Keep it simple (make it easy for customers to do business with us and for us to work together) Listen and communicate Have fun Too many companies don't make it simple for their customers to do business with them. Is it easy for your customers to: Buy from you? Make returns? Get pricing and terms? Receive timely responses to their e-mails? Quickly get answers when phoning your company? You can find more examples of companies with impressive guiding principles in the book,  1001 Ways To Energize Employee s .