Twenty-three years ago, at 27, I started my own PR agency, not because I wanted to be an entrepreneur, but because I had run out of options. I needed to make a living. I [can thank] my former boss for putting me in that position, for the success that followed, and for unknowingly planting a passion for mentorship that I carry to this day. Our final interaction—when she discarded me to the curb like trash and didn’t even pay my last paycheck—was a painful and humiliating experience, yet it shaped the way I lead today.
In business, we often talk about ROI or return on investment. We measure it financially, comparing gains to costs. But rarely do we talk about ROI in human terms, even though our businesses are built, run and sustained by people.
After spending nearly half of my life creating, developing and leading Pitch Publicity, I’ve learned an important lesson: Your people are your most valuable return. How you treat them, communicate with them, and help them grow directly shapes your own success. This “people ROI” isn’t immediate, it demands time, resources and intention, but it has been the most rewarding part of my career.
My team members and mentees over the years, whom I affectionately call my “Pitch Stars,” have been central to everything we’ve built at Pitch Publicity. Managing people has been the hardest part of being a business owner, but also the most important. When I realized I could combine my passion for mentoring with management, I discovered a way to help others soar in their careers while elevating my own.
Starting a business was never on my goal list. Writing a book wasn’t either. In fact, I once vowed I would never write one. Yet life has a way of nudging us toward the very things we swore we’d never do. In 2023, as I celebrated Pitch Publicity’s 20th anniversary, the story took root in my heart of how I built Pitch Publicity with a dual purpose—to make success happen for my mentees and for me. These are the behind-the-scenes stories of the “Pitch Stars,” the moments many of them never realized, that shaped our company and my leadership style. It’s the story I’ve been called to tell—how to lift others as you rise. A formula for success anyone can apply, whether in a business, at home, or anywhere they can elevate someone else.
After two and a half years of writing and refining, my book Lift: 10 Mentorship Touchpoints to Empower Your Team and Accelerate Your Career will be released Feb. 25. In honor of National Mentoring Month, I’m offering an advance look at a few of the mentorship touchpoints. While space doesn’t allow for full chapters, this abbreviated preview provides a glimpse of the principles that have guided my approach to leadership. These lessons come from real experiences, filled with moments of challenge, growth and connection that have shaped Pitch Publicity and the careers of the people I’ve had the privilege to mentor. Each touchpoint illustrates how intentional mentorship can transform both a company and the individuals within it. I hope this preview inspires you to join me and my “Pitch Stars” in the movement we call Lift.
Touchpoint 1: Show Up
The hiring process takes a lot of time, which is why many companies rely on technology to solve the problem. But relying on technology for interviews often removes the human connection between candidates and their leaders. I’ve had applicants arrive at Pitch Publicity and be shocked that the owner of the company was personally conducting the interview.
I vividly remember one sharp student, Ryan, who told me he ultimately chose the internship I was offering over opportunities at larger agencies because I showed up and personally interviewed him. His other interviews involved answering written questions on video or participating in timed virtual interviews where no one was present. Simply showing up made all the difference. Had I not shown up for the interview, I might have missed out on this strong candidate who became one of my “Pitch Stars.” Your future superstar is more likely to choose your company over others if you just show up in the interview process.
Today’s talent may not explicitly seek mentorship, but they are drawn to environments where they can grow, interact and learn from experienced leaders. After years of technology-induced isolation, they crave real connections and a sense of belonging. By being present in the interview, you signal to top talent that your company offers a more engaging opportunity than those relying on technology to do the vetting. Embracing the human element in hiring helps attract better talent, including people who will be high performers because they see that your commitment to them begins from the very first conversation.
If you want a team of loyal superstars, showing up from Day 1 is essential. Showing up is not just a gesture; it’s the beginning of a valuable relationship that can build your success and theirs.
Touchpoint 4: Build Confidence
So far, I’ve only lost one intern to an unexpected hurdle: making phone calls. When she told me she couldn’t talk to strangers, and by “strangers,” she meant journalists, I thought to myself, “How will she ever survive out there in the real world?”
As a society, we are out of practice with our verbal communication skills, because we don’t have to use them as much anymore. In my industry, public relations professionals are pitching journalists on email, text, or by sliding into their direct messages on social media platforms to grab their attention. Picking up the phone and calling a journalist is now considered “old school,” which is exactly why we still do it at Pitch Publicity to build confidence.
Technology has removed many spontaneous, unscripted moments, making authentic engagement less common. For leaders, this presents a challenge and an opportunity. We can create spaces where team members can flex their confidence muscles, accelerating both individual growth and the momentum of the entire company. Confidence grows when people are encouraged to speak their thoughts aloud, explain their ideas, and even stumble along the way.
Small, intentional steps can make a big difference. Consider regular brainstorming sessions where everyone shares at least one idea aloud or limit the use of laptops and phones during in-person meetings to encourage full participation. In virtual settings, pause for open discussion rather than relying solely on chat boxes, which often become the default for quieter voices. These adjustments signal that input matters and that everyone’s voice is welcome.
Regular conversation is essential when building confidence in others. Just like any skill, conversation improves with practice, yet many of us are out of practice. For younger team members especially, conversation may feel awkward and like a lost art. But here’s the good news: As their leader, you can bring it back.
Touchpoint 5: Create Connection
The purpose of connection isn’t just to have “warm and fuzzy” experiences with your team; it’s a necessary ingredient for success. When your team feels a real connection to you and to each other, the dynamic changes. Team members become more loyal because they aren’t just showing up for a paycheck; they’re showing up for a relationship, something that all human beings crave. When there’s a strong relationship in place, they are invested in you and the work because they feel seen, valued and part of a greater purpose.
Connection also builds camaraderie, turning colleagues into teammates who work with each other and for each other. And when you, as a leader, take the time to connect in a human way, such as sharing a personal challenge, bonding over a funny moment, or showing up as your unfiltered self, you become less intimidating. You’re no longer just “the boss” anymore; you’re someone they trust.
But connection doesn’t happen accidentally. It requires intention.
When I interview students for our internship mentorship program at Pitch Publicity, many tell me they want to join specifically because it “feels different.” Their stories about remote internships elsewhere paint a bleak picture. They describe seeing their supervisors during Zoom client meetings and then vanish the moment the meeting ends. They complete tasks alone, without guidance, support, or meaningful interaction. While technology has allowed us to stay productive and efficient, it has inadvertently eroded one of the most essential elements of effective leadership: connection. This disconnect poses a serious challenge for leaders striving to create cohesive high-performing teams.
As leaders, we must routinely ask ourselves whether we are intentionally creating environments where people feel seen, supported and connected, or unintentionally allowing isolation to take root. By leading with a mentorship mindset, it becomes our responsibility to cultivate these connections, showing up not just as taskmasters but as partners in the success and growth of the individuals we are leading. The more we nurture these relationships, the stronger and more empowered our collective efforts become in an environment where everyone wins and succeeds.
Let’s Lift Together
These three touchpoints—showing up, building confidence, and creating connection—are only the entry point. Lift goes deeper, offering real metamorphosis moments, structured frameworks and step-by-step guidance to help you turn mentorship into a natural, daily leadership habit. It’s a playbook for anyone who wants to build stronger teams, accelerate potential, and lead with greater purpose.
If these touchpoint previews sparked something in you, they’re just the beginning. The full book is designed to elevate how you lead, whether you’re guiding a team, shaping a company culture, or developing the next generation of talent. And if you’re looking to bring these principles to your organization or event, I’d be excited to help you introduce a new way of leading that is grounded in humanity, connection and impact.
Leadership evolves when mentorship becomes a lifestyle. I hope you’ll join me, and my “Pitch Stars,” in this Lift movement and discover how powerful it can be when we all rise together. NIE Ready for more communication and pitching tips? Subscribe to “Pitch Live with Amy Summers” podcast on YouTube, or wherever you consume podcasts, for direct access to the secrets, strategies and success stories that prove the power of “The Pitch” www.pitchpublicitynyc.com/podcast.
Amy Summers, founder and president of Pitch Publicity®, has three decades of experience working with major clients in the natural products industry to increase national publicity exposure across all mass media outlets, while also developing key strategic communication strategies. As a pioneer in remote work and virtual mentorship, Summers launched INICIVOX to help individuals improve a wide range of soft skills centered on the complexity of communications. This work has earned her business, education and communication awards in entrepreneurship, corporate social responsibility, and diversity, equity and inclusion from PR News and Nutrition Business Journal. Headquartered in New York, NY, Summers is committed to supporting, nurturing and lifting the growth of the natural products industry that has served her well throughout her career. Her book, Lift: 10 Mentorship Touchpoints to Empower Your Team and Accelerate Your Career (Page Two, February 2026), offers a modern approach to leadership grounded in presence, purpose, confidence, and connection. Learn more at: LiftToLead.com.
