Effective PR, really.

Why is it that so many professionals don’t understand public relations? I mean real PR, effective PR. And they don’t get newsworthy or leverage and strategic placements. It eats me up when I see very experienced professionals trying to sell something that is not a fit. Don’t waste your time. Instead work harder on the sell. Make the connection.

Just because you build it, does not mean they will come.

Here are a few tips:
1. Read. Read. Read.
2. Know your media inside and out.
3. Do the litmus test. Show your pitch to someone not familiar with the concept at all. Do they look stupefied after you finish? Or do they have a look of interest? If the first, then head back to the think tank.
4. Customize your pitch. Make it connect with each person you are reaching out to. No mass marketing with pitching.
5. Know your elevator pitch. Make it to the point, relative and newsworthy.
6. Follow up. But, don’t be annoying. Give ideas and be flexible. Ask what would interest them. Trust me it will work if you engage the reporter. They get pitched all day long.
7. Finally, even after you think you have the placement. Follow up and confirm and verify.

Agency Blues

I gotta say one thing about an ad agency. It should be a house of ideas. A lot of ideas. No single person has all the answers, which is how agencies came to be. If you work at an agency, you expect creative outlets. If the outlets are not present, you will likely move on. So why is it, time and time again, agency owners want to have so much control?

My husband said something to me yesterday that made complete sense, and if – no when – I have my own shop, I will live by this motto.

Someone who fosters great talent, mentors and allows growth of those around them builds a company, in fact a legacy. Someone who does all the work and does not delegate, or spread opportunities to others, or is a control freak, is only building a job for life.

This is soooooo true!

Every agency I have worked with I see owners and partners that can go so much further. Make so much more money. Attract and retain real talent. If only they would foster their creative talent. Not their own talent, but those around them.

I believe that you only learn by teaching. And that means mentoring, knowing when to shut your mouth and when to direct others. I have grown enormous amounts by mentoring other young professionals. Coming up with off the wall ideas and not being afraid to say them out loud, being a sounding board, helping others through difficult dilemmas and situations has all made me as good as I am today.

Now, I don’t think I am high on my self. Trust me I know I don’t know it all. But, I know a lot, enough to be very good. And I want others around me to think this same way. I want confident, hard nosed, passionate people.

So why am I saying this? Because for the love of God can all us agency folk help make agencies more successful by doing this. Otherwise, turnover will stay as high as it is and shit work will continue to get produced.