In a business context we often forget that others are human beings. Too often we lump everyone into buckets: co-worker, customer, prospect, vendor, boss, etc... But everyone is a person first and that means they have emotional responses to everything. When you fail to connect with them at the level of their soul you are vulnerable to a charismatic competitor who can come in and take their attention.
Both companies and individuals struggle with how to tell their story. This has gotten more complicated in the social media world as we are constantly facing new venues where we need to present ourselves (live and online). Marketing has become very data focused and the importance of the story seems to be lost on some. Yet those who are excelling in every industry usually have got a firm grasp on how to position themselves via how they tell their own story.
Since the beginning of time people have gathered to hear stories. Ancient tribes relied on the power of the story for education, entertainment, social engagement and survival. They did not share graphs and statistics around the fire. Parents tell their children bed-time stories, not bed-time spreadsheets and PowerPoints. It is natural for us to be drawn to a story. There is nothing primal about marketing speak that has been cleared by the legal department.
If you are not able to communicate your story you lose. We all know the difference between a great book or movie and a lousy book or movie. People want to be inspired. Many professionals have forgotten this and allowed corporate communications to abandon style for substance? It sounds good to tell the CEO that you are all about high-level content marketing (CEO's love to hear that), but if nobody in your community cares then the company will fail.
Telling stories is how successful sales organisations win market-share. We need to look no further than Apple. Steve Jobs weaves captivating stories around every product launch. People question why he has such power on the stage that moves people to buy his latest gadgets, and yet the answer is simple.... he is a storyteller. While his presentations are wonderfully produced, it is not the bells and whistles that matter. Other CEO's have great visuals and yet suck the energy out of the room when they open their mouth.
If your organization has never had a meeting to discuss your corporate story then my belief is that your company is not being heard. I find it fascinating when I work with clients, as often there is no consistency in what is being said about the company. The CEO has one message, while finance has another. Marketing and sales are in total disconnect around messaging. Most employees have no idea what to say, so they say nothing. The business has gag order on the story and they wonder why nobody in their community cares about their latest press release.
This is not just about PR and marketing. Knowing how to tell your story to each audience and why they even care is paramount to your success and the bottom line. If your company is lagging it might be because there is no story.... or worse, you are abdicating the story of your industry (and your company) to be told by your competition. Guess what, when your competition tells the story, you do not shine.
Is your company lacking a story? Are you tossing out jargon, facts and figures without any emotional connections to your audiences. Are you boring people? You can expand your reach into your business community via the art of telling your corporate story.
Are you an individual who is out of work or feeling stuck in your job? Why would anyone offer you an opportunity? Do you think a resume or a LinkedIn profile is all you need to capture the attention of a potential employer? Without a compelling story you are just a face in the crowd.
The good news is that everyone has an interesting story. Who is telling yours? Anyone? Your story will not happen by accident.
Have A Great Day.
thom singer
***Contact me to help you find your corporate story. thom(at)thomsinger.com
Showing posts with label PR. Show all posts
Showing posts with label PR. Show all posts
Friday, May 27, 2011
Friday, March 26, 2010
Law Firm, Banks, and Professional Services Business Development Coaching and Training
After years of pulling back on spending, there is a renewed interest in training, coaching and business education in law firms, banks and other professional service firms.
Several years ago there was push-back on the topics of marketing, networking, business development, and branding. Firms were so busy working with clients that they laughed off the thoughts that the future could ever be different from the land of milk and honey. Business was rolling in, and they never thought it would change.
Then the recession hit. It hit hard. Deals dried up and prospective clients held on tight to their current vendors. The risk of making a change was too great for most customers. Professional service providers found that there was not much in their pipeline and new business was allusive.
The new clients they did find came through their trusted referral partners. Suddenly the power of long-term mutually beneficial relationships became clear. They are now hungry to cultivate connections with others in their business communities.
I have had many conversations with law firms and other organizations the last several weeks who are seeking ways to create better marketing and business development plans. There is an interest in getting both partners and associates (senior and junior employees) engaged in creating a far reaching reputation that will lead the organization to more business.
My "Integrated Visibility" program (which combines Marketing, Sales, Business Development, Advertising, PR, Networking, Social Media, and Personal Branding) is suddenly of interest to many firms who in the past had ignored the power of business relationships. Some are looking for a short-cut or an automated system, but I have never a consultant who promises "nirvana" that can actually deliver the goods. In the end nobody can do this for you. The members of an organization need to own a visibility plan that will produce results. They must work, collectively and independently, to put the pieces together..... Some Assembly IS Required!!!
Second quarter is the ideal time to embrace a culture shift within a firm. The year is underway, and if they wait too long the year will be lost. Smart firms are addressing these topics now before 2010 is gone.
Have A Great Day.
thom
Several years ago there was push-back on the topics of marketing, networking, business development, and branding. Firms were so busy working with clients that they laughed off the thoughts that the future could ever be different from the land of milk and honey. Business was rolling in, and they never thought it would change.
Then the recession hit. It hit hard. Deals dried up and prospective clients held on tight to their current vendors. The risk of making a change was too great for most customers. Professional service providers found that there was not much in their pipeline and new business was allusive.
The new clients they did find came through their trusted referral partners. Suddenly the power of long-term mutually beneficial relationships became clear. They are now hungry to cultivate connections with others in their business communities.
I have had many conversations with law firms and other organizations the last several weeks who are seeking ways to create better marketing and business development plans. There is an interest in getting both partners and associates (senior and junior employees) engaged in creating a far reaching reputation that will lead the organization to more business.
My "Integrated Visibility" program (which combines Marketing, Sales, Business Development, Advertising, PR, Networking, Social Media, and Personal Branding) is suddenly of interest to many firms who in the past had ignored the power of business relationships. Some are looking for a short-cut or an automated system, but I have never a consultant who promises "nirvana" that can actually deliver the goods. In the end nobody can do this for you. The members of an organization need to own a visibility plan that will produce results. They must work, collectively and independently, to put the pieces together..... Some Assembly IS Required!!!
Second quarter is the ideal time to embrace a culture shift within a firm. The year is underway, and if they wait too long the year will be lost. Smart firms are addressing these topics now before 2010 is gone.
Have A Great Day.
thom
Tuesday, March 23, 2010
Some Assembly IS Required: Connecting the dots of Branding, Marketing, Sales, Business Development, PR, Social Media, Advertising, Networking, etc...
Nobody can ignore the need to establish their brand. Both individuals and companies need to take ownership of their reputations in the business community if they want to find the greatest possible levels of success.
A brand, put simply, is a promise of what customers, prospects, referral sources and others can expect from doing business with you. In good times and bad times your brand screams to the world who you are and what you do. All the little things you do impact how others think of you.
Even if you are not actively promoting a brand, your brand is promoting itself. People in your business community are always watching your actions and jumping to conclusions about you and your product or service. Even when you are having a bad day you are forging your reputation in the minds of those watching (and everyone they tell).
Some people think it is not fair that they are being judged. Too bad. Who told you life was fair? Who you are inside... your character.... really, really matters. As you are being observed all the time.
Large corporations have entire departments with dozens of "brand managers" who work tirelessly to protect and promote the image of the company. As a small business or sole proprietor, you cannot afford legions of people to manage your brand -- thus you must oversee this process all on your own.
Further more you must worry about marketing, sales, business development, public relations, social media, advertising, networking, and customer services. Each of these disciplines are bound together. Again, big companies allow them to float separately in silos, but you must put them all together in one big puzzle. Some Assembly IS Required! You cannot leave these important areas of business to chance.
Too often people want to take shortcuts in their career and then they sit on the sideline scratching their head wondering why they did not climb up the ladder as they had hoped.
Success takes a combination of skill and talent in your area of expertise in conjunction with a brand and reputation. If you are good and nobody knows you exist you are leaving money on the table. Being the best kept secret in your industry will leave you short of your potential. You must create buzz that will cause others to become active referral sources to help bring opportunities.
At the same time you must remain humble and continue to be genuine. Nobody wants to recommend a pompous ass.
Develop a "long-run strategy" where you are consistent in your efforts to do great work and still find time to get engaged in your business community so that you can establish that brand that excites other people into wanting to become part of your support team.
The best way to get a support team? Be a support team. Everyday find a way to help promote other people. Be a contributor and an active part of your community. If you want to have career success and gain higher levels of attention in your industry, do not do it behind closed doors.
Consistent work product, community involvement and collaboration is the only path to the top.
Serve. Contribute. Love. Accept. Be real.
Have A Great Day.
thom
A brand, put simply, is a promise of what customers, prospects, referral sources and others can expect from doing business with you. In good times and bad times your brand screams to the world who you are and what you do. All the little things you do impact how others think of you.
Even if you are not actively promoting a brand, your brand is promoting itself. People in your business community are always watching your actions and jumping to conclusions about you and your product or service. Even when you are having a bad day you are forging your reputation in the minds of those watching (and everyone they tell).
Some people think it is not fair that they are being judged. Too bad. Who told you life was fair? Who you are inside... your character.... really, really matters. As you are being observed all the time.
Large corporations have entire departments with dozens of "brand managers" who work tirelessly to protect and promote the image of the company. As a small business or sole proprietor, you cannot afford legions of people to manage your brand -- thus you must oversee this process all on your own.
Further more you must worry about marketing, sales, business development, public relations, social media, advertising, networking, and customer services. Each of these disciplines are bound together. Again, big companies allow them to float separately in silos, but you must put them all together in one big puzzle. Some Assembly IS Required! You cannot leave these important areas of business to chance.
Too often people want to take shortcuts in their career and then they sit on the sideline scratching their head wondering why they did not climb up the ladder as they had hoped.
Success takes a combination of skill and talent in your area of expertise in conjunction with a brand and reputation. If you are good and nobody knows you exist you are leaving money on the table. Being the best kept secret in your industry will leave you short of your potential. You must create buzz that will cause others to become active referral sources to help bring opportunities.
At the same time you must remain humble and continue to be genuine. Nobody wants to recommend a pompous ass.
Develop a "long-run strategy" where you are consistent in your efforts to do great work and still find time to get engaged in your business community so that you can establish that brand that excites other people into wanting to become part of your support team.
The best way to get a support team? Be a support team. Everyday find a way to help promote other people. Be a contributor and an active part of your community. If you want to have career success and gain higher levels of attention in your industry, do not do it behind closed doors.
Consistent work product, community involvement and collaboration is the only path to the top.
Serve. Contribute. Love. Accept. Be real.
Have A Great Day.
thom
Saturday, December 05, 2009
Up In The Air
While I have not seen the new George Clooney movie, Up In the Air, I must compliment the PR Firm who is handling the press coverage for this movie. Whomever is on this account should get a raise, as they have had the actors and director (and theme of the film) getting a lot of ink and air time from the media.
Friday alone week I ran across five articles about this film. Three separate mentions were in USA Today, and two others in the American Airlines magazine. Earlier in the week I saw TV interviews and other print coverage. I know this, because I travel a lot, and I enjoy reading... thus such publications and Cable TV were in my view over the last several days as I traveled to both Las Vegas and Detroit in three days.
I am often in airports, planes and hotels, so I look forward to seeing the movie. I am sure there are things I will relate to when I watch it....although, unlike Clooney's character... I am fortunate to have a family to rush home to after each trip!
Back to the PR person for the film.... I admire anyone who excels in their job. PR is a tough field, and even when your product is George Clooney it takes work to find the angle that gets anything that much press! Kudos!!
Have A Great Day.
thom
Friday alone week I ran across five articles about this film. Three separate mentions were in USA Today, and two others in the American Airlines magazine. Earlier in the week I saw TV interviews and other print coverage. I know this, because I travel a lot, and I enjoy reading... thus such publications and Cable TV were in my view over the last several days as I traveled to both Las Vegas and Detroit in three days.
I am often in airports, planes and hotels, so I look forward to seeing the movie. I am sure there are things I will relate to when I watch it....although, unlike Clooney's character... I am fortunate to have a family to rush home to after each trip!
Back to the PR person for the film.... I admire anyone who excels in their job. PR is a tough field, and even when your product is George Clooney it takes work to find the angle that gets anything that much press! Kudos!!
Have A Great Day.
thom
Sunday, November 15, 2009
ROI = Rely On Instincts
Several years ago some marketing consultants got smart and realized that CFO's and other finance centric professionals live in a world that is focused on ROI (Return on Investment) and want to run spreadsheets that show the outcomes of dollars spent before committing to the expenditures. Since the money people make many decisions, these consultants and other "gurus" created programs that spoke the language of the finance department and created "ROI" algorithms to sell their services to these decision makers.
By speaking their language they were able to appear more intelligent (key word: appear) and win the business. Left-brainers everywhere rejoiced, as now these disciplines were under their control.
For too long marketing, business development, networking, direct mail, advertising, branding, PR (and more recently social media) were viewed by the left brain professionals as "the Black Arts". They admitted that these were necessary, but since they were more creative and not always predictable, that they were some how less important to the success of a company than the more predictable departments on the org chart.
However, while this trend toward analyzing "return on investment" on everything makes people feel good -- it has paralyzed many companies.
During a job interview years ago I told a CFO that sometimes to find success in marketing you have to try a variety of tactics. I used the old saying "throw some spaghetti against the wall and see what sticks!" The CFO responded that if a marketing campaign could not prove out results in advance, then his company would not do it. "No spaghetti could hit the floor!" The company hired a "ROI" oriented marketing manager (they did not hire me) and the company had minimal success in growing its image. The person they hired lasted 14 months on the job before the company changed direction, yet again.
While you do not want to waste dollars in promoting the image of your company, if you think there is a magic formula that will guarantee success, you will spend your life over thinking every opportunity and you will miss out on the allusive successes you seek. There is a difference between throwing money around and having an instinctive feeling on how to have an impact on your company's positioning in the marketplace.
Instead of spending hours looking at the return on every investment on a spreadsheet, you should redefine the definition of ROI in regards to marketing.
ROI = Rely On Instincts.
Raising the visibility and brand of your company is not as easy as building a new website, joining Twitter, or sponsoring an industry conference. You need to fine tune your instincts or hire someone who knows the landscape of how all the "black arts" actually work together.
Take social media for an example: The term is getting a lot of attention in business circles, but it is not magic. Just like advertising, PR, networking, marketing, or branding alone will not make you rich.... social media is just another tool (although a trendy tool as this is being written). There are many "experts" advising companies on ROI in this medium, but I have seen few who can deliver the goods they present in a brochure. The real success here comes from hands on involvement of the company's executives. You can't outsource authenticity.
In a vacuum none of these marketing related disciplines will rocket your success toward the sky. But when strategically used together, they will have the long lasting power to help bring in new business.
If your instincts are rusty on these right-brain activities, then you need to do a little work and experimentation. You can learn to understand how to help promote the image of your firm by paying attention to the world around you. A good lawyer does not stop studying new laws and statutes that come into play and just rely on what they learned in school. They keep fine tuning their practice. (Note that it is called a "practice", which means they never master it... but keep working on the whole process!). Likewise an accountant will not rely on tax law from 1989 to prepare their client's return this year (at least you would hope not!).
Embrace the marketing world for the power it has to help your company, rather than try to cram it into a pre-structured spreadsheet. If the world worked that way then you would not be frustrated by lack of marketing success... and your competitors could buy the same structured program as you, and thus make you both a commodity, anyway!!! (Feeling like your product or service is becoming a commodity? Hmmmm, maybe there is a connection to the lack of creativity in your efforts!!!)
I expect this post will not be well accepted by those who want the world to be viewed in black and white... and by those who use fancy words and spreadsheets to win the business from left brain decision makers. But I am not attacking, as much as I am asking people to love the gray area for the possibilities for growth that are living there.
What do you think?
Have A Great Day
thom
By speaking their language they were able to appear more intelligent (key word: appear) and win the business. Left-brainers everywhere rejoiced, as now these disciplines were under their control.
For too long marketing, business development, networking, direct mail, advertising, branding, PR (and more recently social media) were viewed by the left brain professionals as "the Black Arts". They admitted that these were necessary, but since they were more creative and not always predictable, that they were some how less important to the success of a company than the more predictable departments on the org chart.
However, while this trend toward analyzing "return on investment" on everything makes people feel good -- it has paralyzed many companies.
During a job interview years ago I told a CFO that sometimes to find success in marketing you have to try a variety of tactics. I used the old saying "throw some spaghetti against the wall and see what sticks!" The CFO responded that if a marketing campaign could not prove out results in advance, then his company would not do it. "No spaghetti could hit the floor!" The company hired a "ROI" oriented marketing manager (they did not hire me) and the company had minimal success in growing its image. The person they hired lasted 14 months on the job before the company changed direction, yet again.
While you do not want to waste dollars in promoting the image of your company, if you think there is a magic formula that will guarantee success, you will spend your life over thinking every opportunity and you will miss out on the allusive successes you seek. There is a difference between throwing money around and having an instinctive feeling on how to have an impact on your company's positioning in the marketplace.
Instead of spending hours looking at the return on every investment on a spreadsheet, you should redefine the definition of ROI in regards to marketing.
ROI = Rely On Instincts.
Raising the visibility and brand of your company is not as easy as building a new website, joining Twitter, or sponsoring an industry conference. You need to fine tune your instincts or hire someone who knows the landscape of how all the "black arts" actually work together.
Take social media for an example: The term is getting a lot of attention in business circles, but it is not magic. Just like advertising, PR, networking, marketing, or branding alone will not make you rich.... social media is just another tool (although a trendy tool as this is being written). There are many "experts" advising companies on ROI in this medium, but I have seen few who can deliver the goods they present in a brochure. The real success here comes from hands on involvement of the company's executives. You can't outsource authenticity.
In a vacuum none of these marketing related disciplines will rocket your success toward the sky. But when strategically used together, they will have the long lasting power to help bring in new business.
If your instincts are rusty on these right-brain activities, then you need to do a little work and experimentation. You can learn to understand how to help promote the image of your firm by paying attention to the world around you. A good lawyer does not stop studying new laws and statutes that come into play and just rely on what they learned in school. They keep fine tuning their practice. (Note that it is called a "practice", which means they never master it... but keep working on the whole process!). Likewise an accountant will not rely on tax law from 1989 to prepare their client's return this year (at least you would hope not!).
Embrace the marketing world for the power it has to help your company, rather than try to cram it into a pre-structured spreadsheet. If the world worked that way then you would not be frustrated by lack of marketing success... and your competitors could buy the same structured program as you, and thus make you both a commodity, anyway!!! (Feeling like your product or service is becoming a commodity? Hmmmm, maybe there is a connection to the lack of creativity in your efforts!!!)
I expect this post will not be well accepted by those who want the world to be viewed in black and white... and by those who use fancy words and spreadsheets to win the business from left brain decision makers. But I am not attacking, as much as I am asking people to love the gray area for the possibilities for growth that are living there.
What do you think?
Have A Great Day
thom
Monday, October 19, 2009
As Seen On TV
While in Charlotte, North Carolina last week I was a guest on the Fox News Rising morning television show.
I was in the Queen City to speak at two seminars, one of which was hosted by the Charlotte Business Journal.
Charlotte is a great town!!!
Here is the clip from the interview.
Have A Great Day.
thom
I was in the Queen City to speak at two seminars, one of which was hosted by the Charlotte Business Journal.
Charlotte is a great town!!!
Here is the clip from the interview.
Have A Great Day.
thom
Tuesday, May 29, 2007
Top Ten Reasons Why PR Doesn't Work - Apparently 100% The Client's Fault
Super Blogger Guy Kawasaki has a post up on May 24th written by his friend Margie Zable Fisher called "The Top Ten Reasons Why PR Doesn't Work".
We all know that PR is an important, valuable and mysterious tool to the success of any product, service, company, book, movie, politician, etc..... and her article is full of very important points. However, it also hits to the core of my frustration with most public relations professionals:
Anything that does not work is ALWAYS the fault of the client and their lack of commitment or understanding!!!
She is right, clients do not grasp how PR really works or the scope of how long it can take to reach the tangible results that most people desire. However, what you never hear from most PR executives is that their craft is as much art as it is science. This means that even the best in the business cannot guarantee results. It is a crap shoot on many levels...and an expensive crap shoot at that.
I had a PR person ask me for $3000 per month for a year to help promote my books. While I am very interested in working with an experienced public relations person, $36,000 is more than I can invest at this time. Additionally, there is nothing that can predict what kind of results we would have at the end of the program. There is a chance that she could bring results, but there is also a chance that we would come up short.
Why is it that there are no public relations executives who are willing to work on a sliding scale based on the results they actually produce for the client? I would be excited to partner with someone who would get a piece of the action for helping me grow my business, and be rewarded by what they accomplish. The problem with this way of doing business is two fold:
1. It is hard to quantify the exact value of PR to sales. Thus there are many clients who would never fairly compensate the PR person. The PR firm wants to insure that they are paid, thus the system exists where there is no way for the client to be guaranteed any results, yet the PR firm always gets paid. Not a bad deal if you are the PR firm.
2. Many PR campaigns fail to produce meaningful results. I know, they do not tell you this in their brochures, but sometimes competent PR executives invest a lot of time and effort, and nobody in the media cares about your product or service. Bummer, but true. Thus, again, the PR firm wants to be paid for their time, so the system exists where the client pays the bill no matter what. Not a bad deal if you are the PR firm.
I do not want to discredit Ms. Zable Fisher's points, as I agree with them.....but they are only one sided. I know many great PR folks who I wish I could afford to hire, because I know that they would produce stronger media attention than I can in my own bootstrap efforts. But for today, I am a bootstrapper!!! (I welcome any advice on doing my own PR...email with your suggestions! Or if you know someone who is just starting out in PR who wants to cut their teeth and grow up together with an aspiring author/speaker...I would welcome having a conversation!!! Fun it be to bootstrap together and see amazing results that are mutually beneficial.)
Have A Great Day.
thom
http://www.thomsinger.com/
Note: After writing the above I checked out theprsite.com (A division of Zable Fisher Public Relations). Ms. Zable Fisher has some WONDERFUL advice and resources available on this website and she is clearly an expert in the field. I do not want the above to seem like I am discrediting her, as I am impressed with what I see in her and her company. But I stand by my beliefs that PR is an expensive crap shoot that does not always produce results worthy of the money spent. If successful, it will be worth every penny, and finding the right PR executive is the most important step. Ms. Zable Fisher will help match your company's needs to a qualified firm. I have added her blog to my blogroll, as I see she has wonderful insight to anyone interested in PR.
We all know that PR is an important, valuable and mysterious tool to the success of any product, service, company, book, movie, politician, etc..... and her article is full of very important points. However, it also hits to the core of my frustration with most public relations professionals:
Anything that does not work is ALWAYS the fault of the client and their lack of commitment or understanding!!!
She is right, clients do not grasp how PR really works or the scope of how long it can take to reach the tangible results that most people desire. However, what you never hear from most PR executives is that their craft is as much art as it is science. This means that even the best in the business cannot guarantee results. It is a crap shoot on many levels...and an expensive crap shoot at that.
I had a PR person ask me for $3000 per month for a year to help promote my books. While I am very interested in working with an experienced public relations person, $36,000 is more than I can invest at this time. Additionally, there is nothing that can predict what kind of results we would have at the end of the program. There is a chance that she could bring results, but there is also a chance that we would come up short.
Why is it that there are no public relations executives who are willing to work on a sliding scale based on the results they actually produce for the client? I would be excited to partner with someone who would get a piece of the action for helping me grow my business, and be rewarded by what they accomplish. The problem with this way of doing business is two fold:
1. It is hard to quantify the exact value of PR to sales. Thus there are many clients who would never fairly compensate the PR person. The PR firm wants to insure that they are paid, thus the system exists where there is no way for the client to be guaranteed any results, yet the PR firm always gets paid. Not a bad deal if you are the PR firm.
2. Many PR campaigns fail to produce meaningful results. I know, they do not tell you this in their brochures, but sometimes competent PR executives invest a lot of time and effort, and nobody in the media cares about your product or service. Bummer, but true. Thus, again, the PR firm wants to be paid for their time, so the system exists where the client pays the bill no matter what. Not a bad deal if you are the PR firm.
I do not want to discredit Ms. Zable Fisher's points, as I agree with them.....but they are only one sided. I know many great PR folks who I wish I could afford to hire, because I know that they would produce stronger media attention than I can in my own bootstrap efforts. But for today, I am a bootstrapper!!! (I welcome any advice on doing my own PR...email with your suggestions! Or if you know someone who is just starting out in PR who wants to cut their teeth and grow up together with an aspiring author/speaker...I would welcome having a conversation!!! Fun it be to bootstrap together and see amazing results that are mutually beneficial.)
Have A Great Day.
thom
http://www.thomsinger.com/
Note: After writing the above I checked out theprsite.com (A division of Zable Fisher Public Relations). Ms. Zable Fisher has some WONDERFUL advice and resources available on this website and she is clearly an expert in the field. I do not want the above to seem like I am discrediting her, as I am impressed with what I see in her and her company. But I stand by my beliefs that PR is an expensive crap shoot that does not always produce results worthy of the money spent. If successful, it will be worth every penny, and finding the right PR executive is the most important step. Ms. Zable Fisher will help match your company's needs to a qualified firm. I have added her blog to my blogroll, as I see she has wonderful insight to anyone interested in PR.
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