Diary of a PR Amateur

A Bite

September 5, 2010
Leave a Comment

Well … well … well.

We all knew it was just a matter of time, didn’t we? I mean, I’m like the George Clooney of the PR world right now. That’s right, we’re talking most eligible PR manager.

So it won’t come as much of a surprise to you that I’ve been asked to come back for a second interview with a major software company. (I can’t give you the name for obvious reasons.)

They want me to come in to speak with the VP of Marketing and the VP of Corporate Communications. This is fine with me, given that I’ve always felt that PR should report into both the CEO’s office and the marketing department (with a dotted-line to the latter, of course).

In any case, the meeting (I don’t call it an interview, since I’m evaluating them as much as they are evaluating me) is scheduled for Tuesday, 9 a.m. sharp.

Now, I wore a suit for the first meeting I had with them, since I always learned (and am now teaching you!) that you want to always wear a suit to a first interview (meeting, for me) so that there is no doubt in the employer’s mind that you are to be taken seriously.

I think that wearing my Superman cufflinks will send the right message.

This time, I’m going to wear something more casual, while still demonstrating that I’m an upper-crust kind of guy. I’m not going to go too crazy, but I need to send a message that I will be establishing the reputation for this company.

I’ve put together a checklist of things to better prepare me for this big day:

1. Do research of the last three months of press releases issued by the company.
2. Shine shoes

Artis Gilmore. Great Facial Hair? Yes. PR guy? No.

3. Determine what kind of facial hair I will have for the interview. Goatee? Little bit of hair under bottom lip? Mustache? Mutton-chops? (kidding about that last one)
4. Do research on background of VP of Marketing and of VP of Corporate Communications.
5. Figure out where I will be eating lunch after the meetings.
6. Come up with “sick-guy voice” for calling in sick at my current job.

If I can do all those things successfully, I’m as good as in.

I’ll let you know how it goes.


Back … With a Vengeance

June 13, 2010
Leave a Comment

Well, I returned to the office on Friday (You always want to return to the office on a Friday. It’s a nice way to demonstrate to your bosses that you are not just packing it in for the weekend …), and called my agency to find out the latest.

John: John (last name).

Me: Hey, John. It’s Joe, from (my company).

John: Joe … how are you feeling? I hope you appreciated that we left you alone so you could get better.

Me: Really, John? You’re going to pull that with me? I know the facts. I’ve been in your shoes. You’ve not been leaving me alone. You’ve been slacking off. I’m trying to figure out whether you guys are actually going to get anything done for us.

(Now, you must understand that I didn’t actually think that about John and his team. But I’ve learned that if I wildly exaggerate my disappointment in my agency, it makes them work all that much harder for me.)

John: Well, we are trying to get results. Did you see the pieces we secured for you with c|Net, ZDNet and TechCrunch? If not, I can re-send the emails.

Me: Listen, John. We can all get stuff in lame on-line magazines. But I want the big stuff. I want BusinessWeek. I want the Wall Street Journal. The New York Times. That’s what I’m paying you for.

John: Actually, in our initial brief, you talked about how the world is changing, and that you expect us to demonstrate that we’ve changed with it. I distinctly remember you mentioning TechCrunch as a key for us. Well, we got it for you. If you want us to shift our focus to business media, we’ll do it, but …

Me: I think you know what I want from you. Listen, I have to go to a meeting, but we’re going to talk more about this. Talk to you then.

John: Uh, okay, bye.

You see, the key is to always keep them off-balance. That’s the only way to be sure that you keep the upper-hand in the client-agency relationship.

Five minutes later, John called me back on my cell phone.

Me: John, I’m in the middle of a meeting right now. Can we talk later?

John: Joe, no problem, but I think it might make sense for you and me to get together one-on-one and figure out where things are and where they should be going.

Me: You sure you want to do that, John? Maybe we ought to get the whole team together.

John: Yes, I’m sure. Why don’t you come to our office Monday and I’ll take you out to lunch. Then, we can talk.

Me: Oh! Is this because of the popcorn tin?

John: What? What’s a popcorn tin?

Me: Never mind. Sure, I’ll see you Monday at noon.


Sick-Day Reflections

June 8, 2010
1 Comment

I realize I haven’t posted for a while. I have been out sick and just today began on the road back from what was a horrible debilitating virus, even for someone as tough as I am.

But you can learn a lot about your position in a company and your relationship with your agency when you are out sick.

For example, I haven’t received a single email from management since I let them know a few days ago that I was sick. That can only mean one thing: that they have total confidence in my abilities, even when I am laid up in bed.

On the other hand, I have my agency, which, as you know, I work with reluctantly given how they were selected. You would think that they would send me something, maybe some flowers or one of those awesome trash cans divided into three sections and filled with regular, cheese and caramel flavored popcorn, just to let me know they care.

But no, they sent nothing.

And when I get back in, which could be as soon as tomorrow, they will pay dearly.


    Enter your email address to subscribe to this blog and become MUCH smarter about PR.

    Join 27 other followers