Diary of a PR Amateur

Making An Impression

September 14, 2010
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Well, the interview went as expected. I hit the ball out of the park, and they were, of course, duly impressed.

They asked me what kind of media contacts I had. I successfully answered by talking about how I have a gift for making new contacts all the time because of my electric personality.

They asked me whether I am a strong writer. I responded by referring them to the many press releases I have written during my time as PR manager of (my current company).

I'm the Domino's Pizza of Plan Development - 30 Minutes or Less

They asked me to talk about my abilities, in terms of putting together plans of action. I asked them to give me a scenario and I’d be happy to create a plan in 30 minutes or less.

They asked me my salary requirements. I answered firmly and quickly, without hesitation.

In short, I was on my game, and there was nothing they could do other than being WOWed.

When we finished up, however, they gave me some rotten news. It seems the VP of Marketing is Jewish, so he will be in and out of the office over these few weeks, and they won’t be able to get back to me with any kind of update until the first week of October. How annoying is that?

Anyone Can Say They Are Jewish, Because There is No Specific Jewish Look

But it also gave me an idea. When he told me he was Jewish, I told him I was, too. That way, when I’m hired, and the Jewish holidays come around in the future, I’ll be able to take days off without it counting against my vacation time.

And that, my friends, is what you call quick-thinking.

Meanwhile, my company is bugging me to send out a press release soon. To paraphrase my boss, the market is forgetting about us.

Well, I’d forget about us, too. After all, the slick PR guy is on his way out. Where is the company going to go from here?

I am so out of here, and it looks like this company I interviewed with last week is the ticket I need.


A Bite

September 5, 2010
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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.


A New Chapter

August 16, 2010
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Well, folks. I thought I had a fool-proof way of getting a raise, but it turns out it’s not fool-proof because my fool-of-a-boss and the CEO both turned it down.

You see, I had done some research into the average salary for in-house PR people. It was simple, really. I just went to PR Week and O’Dwyer’s, and each of them had a survey of salaries. So I took the average of both averages, and that turned out to be higher than the salary I have been making.

I took the surveys into my boss’s office and said, “If you think I’m lower than average, you can keep my salary as is. If not, I would like an increase.”

He smiled and said, “I’ll have to discuss this with (the CEO’s name), and will get back to you.”

You’re darn right, you should be discussing it. I’m the last guy they want to make unhappy.

Well, it wasn’t even 15 minutes later that he came back to me with their answer.

“We believe that you are currently worth less than the average PR person, but that you do have potential, Joe. Therefore, we are keeping your salary the same.”

I'm not feeling too good right now. But that's about to change.

So I responded, “If you don’t think I’m worth what I think I’m worth, I may have to leave the company.”

“I understand,” he said, and walked out of my cube.

So that’s it. I’m now definitely moving on. In fact, I have my first interview scheduled for tomorrow.

And I’m particularly excited, because it’s with an agency. Imagine how impressed they will be when I outline my client-side experience to them.


Media Tour Revisited

August 5, 2010
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For any good PR person, life is divided in half:

First half: Doing amazing things and achieving great results; and
Second half: Telling the world how great a job you are doing.

Well, you all know that I’ve got the first half covered. But I haven’t been paying as much attention to the second half as perhaps I should.

Well, today that all changes. From now on, I’m cc’ing our CEO on all my emails. And I mean ALL. In fact, I sent an email at the end of yesterday to our agency asking them for an update on the results of the media tour, and I cc’ed him. His reply?

“Joe, please let me know how they respond.”

You see? He now knows I’m on top of things. And here we are, nearly 8 a.m., and I still haven’t heard back from the agency.

So I just sent the following:

“John – I was surprised to check my email first-thing this morning and not see a response from you to my email about the media/analyst tour. Are you ignoring me?

And I cc’ed our CEO again. This is a great tactic, because it makes me look good and the agency look bad at the same time. That way, they will be on their heels and wanting to kiss up to me in the coming days so that I will be nicer to them.

Anyway, I hope they get back to me about the tour today so I can report back to our CEO.

And if you are wondering why I don’t feel the need to cc my boss (the VP of marketing), well, let’s just say I believe in cutting out the middle-man.


I Hate Delays

August 2, 2010
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I’m a little embarrassed to let you know, because I really built it up and I’m sure you have all been checking this blog on a daily basis, but the big announcement – on which my raise and promotion were riding – has been postponed indefinitely.

Apparently, (my company) has not exactly done what is necessary to make this particular customer feel loved. You know, sometimes I think that I’m the only person in this company who knows how to do his job.

I wonder how (my company) would do if we sent out a satisfaction survey to our customers.

In any case, we are officially delayed, which means I have to figure out a different way to prove that I am promote-able.

I’ve got a few tricks up my sleeve, and I think it all starts with taking some of the pressure off my boss. Of course, this will involve having to work a little harder than usual, but I think it’s worth the short-term effort for the sake of the long-term.

By the way, it has come to my attention that there is a Facebook Fan Page devoted to me, which is not entirely surprising, given the quality of the information I generally provide here. You should check it out.


The Big Day

July 29, 2010
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I couldn’t even sleep last night. I was too excited.

Well, here I am, at 7:30 in the morning, sitting in my office taking one last look at this gem of a press release that I plan to send out in about an hour and a half. If you don’t remember why I’m so excited, you have to read this.

Okay, now that you are up-to-speed, here’s the plan of action for today:

9:15 – Send out the release over PRNewswire, while also distributing it via Pitch Engine.

9:26 – Pay a visit to my boss to let him know that I changed the headline slightly to be more compelling to the media.

9:27 – Listen to him freak out on me about changing the headline. I plan to wait out his tirade and then explain calmly why I did what I did.

9:31 – Explain calmly to my boss why I did what I did. Specifically, I will outline to him that the attention we receive will far outweigh any backlash from the customer. I will also offer to him that I am willing to take the fall, rather than leaving the blame on his and our CEO’s shoulders.

9:36 – Accept the praise he will heap upon me once he realizes the brilliance of my idea.

My mom will be as proud as a mom whose son has joined the Navy.

9:37 – Request a raise and promotion.

9:40 – Return to my cube to call my mother and tell her I’ve been promoted.

As I said above, I’m quite excited. Wouldn’t you be?

If all goes as planned, I will post again after it happens and let you know how well I predicted the scenario.

Then, there certainly wouldn’t be anything wrong with sending me an email congratulating me on the achievement. I can be reached at pr.amateur@gmail.com.


A Hero-Making Announcement

July 28, 2010
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Well, it had been a while since we actually had something to announce, but tomorrow, we will finally put out a press release.

And considering the ho-hum nature of the last announcement, tomorrow’s will be much better. Here’s the headline:

(MY COMPANY) SIGNS $10 MILLION DEAL WITH (NAME OF CUSTOMER)

Agreement Puts (MY COMPANY) In Industry Driver’s Seat

Now, you may be thinking, “Wow, this is a great announcement.” But what you don’t know is that I found out what the value of the deal was, and plugged it into the release. The original read as follows:

(MY COMPANY) SIGNS MAJOR DEAL WITH (NAME OF CUSTOMER)

By the end of the day tomorrow, I'm going to be a hero around here.

I did a little snooping around, as any great PR person should, and found out that the deal was worth $10 million. So I threw it in the headline – since we all know that the big media are always looking for numbers to back up the story. And I figure I will be the “fall guy,” whom our CEO and sales director can both blame if the customer is angry that we publicized the numbers. Meanwhile, we’ll still get an avalanche of coverage.

So tomorrow is the big day … the day my company’s name is going to get the big headlines in the world’s major business and technology media. And at the end of the day, even though our customer may be angry, I’m going to be the hero.

In fact, they may even promote me.


The Brainstorming Session

July 15, 2010
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Oh, what a session it was yesterday. Ben & Jerry’s. Pringles. Great ideas. But there was a much more important outcome as well.

Here’s a minute-by-minute rundown:

10:00 – I am sitting in the conference room by myself, with all 12 pints of Ben & Jerry’s and all nine tube-cans of Pringles open and ready to be eaten. In addition, I have set up the room by basically wallpapering the room with those oversized post-it poster-pages. We are ready to roll.

We had the Ben & Jerry's, but would we get the ideas?


10:03 – The product marketing guys walk in. As expected, they go straight to the Pringles, each grabbing a tube-can and dumping out a hand-full of crisps. Strangely, neither says hello to me. They just sit down at the table.

10:04 – The VP of Marketing (and my boss) walks in. His jaw immediately drops, and he has a shocked look on his face as he takes his seat.

10:05 – The R&D head walks in and grabs one of the pints of Ben & Jerry’s. Chunky Monkey, I believe.

10:07 – I begin the session: “Thanks for coming, everyone. As you can see, we have a lot of snacks that will hopefully encourage your creativity. And you should feel comfortable helping yourselves … but only after you have said something that I will wrrite down on one of the poster-pages. So, Greg, please put back the Ben & Jerry’s. And Dennis and Chris, hand back the Pringles.

“Okay, the first issue we want to address is our logo. Do we like it? If not, how do you think it needs to be changed?”

10:08 – My boss points out that the company’s logo is not up for discussion, as well as mentioning that it’s not even my responsibility, so I should move on to the next topic. I quickly write this down, unshackling him from not being allowed to eat the snacks. And it pays immediate dividends, as he reaches for a tube-can of Pringles.

10:10 – After a bit of debate about whether we are free to discuss the logo – after all, it is a brainstorming session and anything should be fair game – we move on to the next topic, which is one of my favorites: the website.

10:11 – My boss once again points out that the company’s website is not part of my responsibility. I respond by asking him, “Fine, then what should we discuss?” The room is getting a little warm.

10:11:30 – My boss suggests we discuss press release ideas.

10:12 – The product marketing guys begin to rattle off a bunch of ideas, reaching for the Pringles as they speak. “Not so fast,” I say. “I’m not so impressed with these ideas.”

This is no environment for creativity. You have to spice it up ... and stick poster-paper on the walls!


10:13 – My boss corrects me and says that all four of their ideas would make solid announcements. I grudgingly add the four ideas to the poster-paper behind me.

10:14 – The head of R&D, who minutes earlier picked up a pint of Ben & Jerry’s without my permission, and kept holding it, even when I told him to put it down, adds three ideas of his own, concerning development milestones that are coming up. I add them to the list.

10:15 – My boss asks me why I had to use money from his budget to buy so much junk-food, when I could have just as easily just walked around to the participants’ offices to obtain the same information.

10:16 – “Any other ideas?” I ask around.

10:16:05 – My boss leaves the room, and then everyone else begins to shuffle out as well, grabbing pints and tube-cans on their way out with one hand … and high-fiving me with the other. “Great party,” adds Chris.

10:18 – I remove all the poster-pages from the walls and take stock of how much food is left. We still have 10 pints of Ben & Jerry’s that have not been opened, and six tube-cans of Pringles left over. I smile.

You see, a brainstorm isn’t so much about how many ideas can be generated. It’s about instilling a jolt of energy into the team. And if upper management is not going to do it, I sure as heck will. The guys left that room smiling yesterday.

And I’m smiling, too, because all the extra food came home with me.

I’d say that’s a success. Wouldn’t you?


You’re a Free Agent

July 1, 2010
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Just a quick post today, in honor of the opening of the NBA free agency season.

What? You didn’t think I followed sports? Listen, I may work in tech, but I’m no geek. I was athlete of the year in my fraternity back in college.

Anyway, I think it’s important for all PR professionals to think of ourselves as free agents. If we have great media contacts (check!), are strategic thinkers (check!) and are able to talk-the-talk with the best of ’em (check!), we really are able to write our own ticket to success.

So the next time your boss gives you a hard time, remember, you are a just like LeBron James, at the end of the day, as long as you meet the criteria I set above, of course.

That’s the way I’ve run my career so far, and you see where it’s gotten me, right?


Not Surprised … But Shocked!

June 30, 2010
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I always knew it would happen, and I suppose the timing is acceptable, although I would have expected these kinds of accolades a bit earlier, considering the service I’m providing the PR industry. I mean, where else will PR professionals be able to learn – from the inside – how to go about their craft?

Anyway, all this is just an introduction to the following link, which proves that this blog/service I am providing is as useful as I expected it to be: http://bit.ly/8YWyr4

Do I think that this content is worthy of a book? Of course.

I could see my book becoming quite popular.

But it bothers me to no end that this particular blogger considers my professional life to be a satire. What exactly is this supposed to mean:

“This man called Joe (I’m really not sure if he’s a real person or just doing a satire)…”

Excuse me!?

Perhaps when s/he reads this post, s/he will fix his/her own blog post and apologize to me for thinking my life is a joke.


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