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Industry
Watch: Public Relations Agency
June 2005
Q: You've worked in public relations for 18 years. How did you enter this field?
After receiving a bachelor's degree in public relations and journalism, I relocated from the East Coast to Chicago. I began my career coordinating a corporate sponsored national comedy tour. For my next position I landed my dream job - managing publicity and promotion for Universal Pictures' Midwest office.
Q: What was your pathway to running your own PR agency?
After spending five years promoting more than 80 nationally released films, I felt that it was time to try something new. For the next few years, I gained valuable experience working steadily as an independent consultant for a number of well-known PR agencies and promotion companies. Then, at the height of the dot com boom, I challenged myself by making the switch to technology PR and went to work at a large global agency. That experience convinced me that my interests and strengths were definitely grounded in consumer PR; and I preferred shaping my own future.
Q: It seems like when you have your own PR agency, you do double duty vis a' vis promotions - your clients' and your own. How do you promote your agency?
That is a very good question. SWPR is promoted through an integrated approach including Internet, mailings, sponsorships, networking and word-of-mouth.
Q: What does a typical workday/week look like for you?
Each morning usually starts the same way - checking email, phone messages and reading the news of the day. From there, it depends what is on my to-do list. Items range from writing a new business proposal, developing a strategic plan, making media calls, coordinating event logistics, research, writing various communication materials, or conducting a conference call with clients or my virtual team.
Q: What are some of the unique challenges you face when working for your particular clientsWhat are some of the unique challenges you face when working for your particular clients?
- Making the client understand that not everyone gets on Oprah.
- Educating the client about what is newsworthy.
- Explaining that tactics are as important as strategy. You have to be able to execute a plan to get results.
Q: You've coordinated some really fun events, such as the Chicago and Boston Baby Faires, Marshall Field's Jingle Elves and the openings for Michael Jordan's Restaurant and for Planet Hollywood Chicago. Do you have a favorite event that you've worked on?
Recently, I planned and executed the "5-Minute Hunt for the Perfect Babysitter" in Chicago and New York. The event is like speed-dating; except we helped match parents and babysitters together. We hit the ball out of the park with more than 50 television segments in 20 major markets.
Q: What would you describe as the high point of your career? How about the low point?
High point: The independence of having my own business.
Low point: The disappointment of working with people that lack integrity.
Q: What are some of the best practices you see being used in PR today? Are these best practices different from those of 15 to 20 years ago?
Some of the best practices used today include a desire to consistently satisfy the needs and expectation of the client and respond quickly and fully to problems that arise. Technology has changed the way we conduct business. Whether dealing with the media or a client, I believe it is crucial to make personal connections and not just rely on email or instant messaging.
Q: What changes do you predict for the PR industry over the next few years?
I see a more positive shift in how people perceive PR and what it can bring to an organization. Perhaps PR may even be the number one contributor to an organization's success. Additionally, I see the development of a unified system of PR measurement and evaluation methods.
Susan Weiss
Susan began her PR career 18 years ago managing publicity and promotions for Universal Pictures' Midwest office. In 2002, Susan formed SWPR, a boutique agency specializing in media relations and event management to bring personalized senior-level service to a broad range of clients in consumer, hospitality, entertainment and technology. She has built awareness and visibility for myriad blue chip and emerging companies, including AT&T, Baby Faire, Chicago Scenic Studios, Discover, Jim Beam Brands, M&M/Mars, Marshall Field's, Michael Jordan's Restaurant, Planet Hollywood, Red Bull, Sears, Sittercity, Smart Living Products, Sorrento Cheese, TruePoints and Yesmail. She won three Golden Trumpet awards in the Special Events and Observances category from the Publicity Club of Chicago for the inaugural "Marshall Field's Jingle Elves" promotion; "Red Bull Wings Over Chicago," a three-day skydiving, paragliding swoop competition; and Sittercity's "5-Minute Hunt for the Perfect Babysitter" event.
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All content ©2008 FWP Acquisition Corp.,Inc.
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