So often people ask how did I pick the business name for my public relations firm, The PNP Agency™. To give a quick answer, I came up with the business name, by 1st defining my business brand, format, and service of advocacy, mission, and purpose in providing public relations needs for my clients. Every day, I work effortlessly, and tirelessly demonstrate for my clients, “Prosperity, Nurturing, and Persistency” = “PNP.”
So as you progress in the public relations industry, I ask you, “What is your advocacy, mission, and purpose in servicing your clients?”
In having success working in the public relations industry is to know success does not the come overnight. The achievements and accomplishments are all part of success; however, success is measured on diligence upon years of faith, passion, hard work and dedication. In the public relations industry, a very competitive industry, success is being well-known for consistency in what you do and the effortless performance in how you demonstrate your craft, talents and skill sets. You can measure success by a few highs, but at no time discount the lows. In working in public relations, success has many measurable results; whereas, it only can be defined by grasping the dominate change of the success analysis spectrum, which is never becoming complacent. In public relations and having a career in other professions, success is a lateral progression.
As a publicist, priority is to protect your clients and their brands. Every day, we handle their personal and business affairs. We have to ensure their brand tells the “true” essence of their story, even if the story is ugly. Over the years, I’ve come to find out many publicists (will remain nameless….) are reporting stories about their clients to the media. Publicists are selling their souls, taking bribes and offered money in exchange to destroy their client’s reputation. This baffles me because I wonder why many are in the industry. The Internet is vital and full of negative stories about athletes, celebrities, public figures, and companies. It’s disturbing to know the growing rate of client’s information being leaked results from someone the client knows professionally or personally. This is someone from the “inside” of the respective client’s circle privately and secretly leak information to the public and media. In the sports and entertainment industry, the new trend, publicists are now becoming “reality” TV stars/personalities at the expense of their clients. A publicist should not be seeking “celebrity” status while representing a client.
The public relations industry has fallen due to the massive and quick access in finding and leaking information, but not for all the right reasons. It appears public relations have become corrupted and is all about seeking publicity “by all means necessary” in pitching and selling negative stories and content.
A true publicist has integrity, morals, high value and upholds a respectful ethical practice and demonstrates fair business practices in representing their business and clients. A publicist should fight “tooth and nail” to protect, and NOT destroy their clients.
Public Relations Society of America
Ethical Guidance for Public Relations Practitioners
I am a successful independent publicist who has been in the business of sports and entertainment for over 25 years. I am very passionate about public relations, marketing, and communications. Since I was 15, I’ve dreamed of a career in working with A-List celebrities and athletes. Over time, the tireless ordeal to achieve success in a competitive industry has taken a toll on me. While I was in college, it was extremely difficult to find employment in the field of public relations. I was eager and determined; however, I was hitting a brick wall. While working in Corporate America, I decided to build my skill sets and utilize career development programs while progressing to complete college. At that time, I was focused on completing an Associates in Business Accounting and Bachelors in Management. In conjunction with working and attending college, I’ve explored and secured many volunteer and freelance opportunities in public relations, marketing and communications working at many sports and entertainment organizations, seminars, conferences, and annual events. Through the years, I was developing myself into a respective public relations expert with an accomplished track record of measurable results in media placements. Over time, I become well-known, respected and recognized as a top-tier publicist.
My journey was not easy. There were times no one wanted to give me a chance or a platform to showcase my skills, creative ideas, and talents. I had to push and knock down many doors and barriers. Today, I have two master degrees, and my business and clientele have reached national success. Although I had adversities along the way, my faith, passion and perseverance are what got me through the hard times.
My word of advice to women pursuing a career in public relation, do what makes you happy and keep the faith as your primary fuel to push, carry you through, and over the rainbow.
A publicist must become a master at networking. Networking is essential in my business. Each and every day, a publicist has to set out to meet, greet and seek opportunities for their business and clients. When I am networking via social media, I provide short advisements on public relations, marketing, and communications. I utilize many social media spectrums such as Facebook, Twitter, Instagram, and Pinterest to showcase my skills, creative ideas, talents and expertise by advertising and marketing my business and clients during events. Instagram is the new social media trend; whereas, it gives people the quick eye “visual” of what you say you do. You can be creative with displaying short videos and pictures to demonstrate your product and services. After Super Bowl XLVIII in New York, I have received over 17 inquiries about my public relations services, and I am in the process of securing several new clients. This all has resulted from the consistency of showcasing as a publicist during Super Bowl while attending events and providing public relations to a few NFL players.
In the business of public relations, you have to stand in demonstrating yourself as a master networker. You must be flexible and not hide behind social media. You have to get out and be about, explore different events to meet prospective business associates and clients. Lastly, you have to remember, “Pick up the phone” and speak to people – it goes a long way.
As a publicist, my #1 marketing tool that is effective and profitable is utilizing social media to advertise, market and promote my public relations services as well share information about my clients. It has been a great marketing tool to reach a massive, large audience of celebrities, and athletes who are seeking public relations services. In using social media, I have achieved securing clients. My public relations business is heavily dependent on social media.
Today, many small and large public relations firms are utilizing social media as an advertising platform to reach a large target market of consumers in marketing their products and services. The social media spectrums that are growing rapidly to reach consumers via Facebook, Tumbler, Pinterest, Twitter and Instagram. PR firms are becoming more creative with their marketing campaign by demonstrating short brief video clips to showcase their product and services. Social media is a huge venue in reaching a large population “live” and all at one time. Social media will continue to become a massive informatics antigenic part of marketing and advertising. It is essential to grasp the social influence medium of marketing and advertising in reaching teens. PR Firms are researching consumer’s interest by applying new infomercial concepts that will attract and capture the interest, and prompt awareness to buy into product and services. Every day, a publicist must be able to adapt quickly to change and understand the data metric in following consumer’s interests. As social media continues to dominate the analysis of marketing and advertising, publicists will have to remain strongly competitive in reaching their target audience. A publicist has to be consistent in their social media marketing campaign. However, a publicist needs to have a strategic plan on their content of marketing – to not oversell or become overly compaction in illustrating their product and services to its consumers. Lastly, in utilizing social media there needs to be a mixture of content, such as engage consumers “live” with several incentives and respond to Q&A.
During Super Bowl XLVIII in New York City, I had the pleasure of attending the 5th Annual John Wooten Leadership Awards. The event honored executive leader, Jerry Reese, Senior Vice President and General Manager of the New York Giants. He has paved, broke and set many barriers in the NFL. He is one of the most successful executives in NFL history leading victories in Super Bowl XLII and XLVI, and during his tenure with the New York Giants has won two NFL East Championships. I asked Mr. Reese, “What is the importance of leadership? He responded, “Set the example of what you want to see.” Furthermore, also honored during the event was NFL Leader, D’Brickshaw Ferguson, left tack for the New York Jets. I was truly impressed with his diligence, determination and focus while playing in the NFL.
In addition, his is a philanthropist in giving back to his community through various community relations campaigns, such as United Way Team NFL. He established the D’Brickashaw Ferguson Foundation, www.dbrickshawfergusonfoundation.org. An organization devoted to offering scholarships to deserving students and granting of assistance to food banks, clothing ministries and provides funding for needed church repairs. I asked Mr. Ferguson, “What is his leadership advocacy? He stated, “To give back means to service others.” The event also honored James Brown, CBS Sports Anchor with the Lifetime Achievement award, and Kevin J. Davis, Attorney, Garvey Schubert Barer with the Community Leader award.
Mr. John Wooten is an influential African American figure in the NFL. He was a football player; thereafter, became Director of Pro Scouting for Dallas Cowboys from 1975-1991. In 1991, he created the Player Program/Player Development programs for the NFL. He has been involved with the NFL for over forty-eight years as a prevalent leader who works to ensure the fairness to minority hiring in coaching, scouting and front office positions. The essence of the John Wooten Leadership award was created to give spotlight recognition to those in the sports industry who go over and beyond in giving deep commitment to their respective communities and understand the true value of giving back.
In 2002, I started my career in sports public relations. I manage the careers of NFL players in providing public relations, marketing and behavioral prevention advisement. This was my 12th consecutive Super Bowl attendance and by far one of the best. The City of New York has truly prepared the city for this large event by having great volunteers through the Super Bowl Host Committee, fully staff of the New York Police Department and additional resources to get easily access about all festivities. The traffic was not has hectic as one would imagine. All the networking events and parties were elite and grand. The NFL partnered with many non-profit organizations and corporate sponsors to promote giving back to neighboring communities through an engaging serious about outreach initiatives and star-studded fundraisers with A-List athletes and celebrities. This year’s Super Bowl has grossed over $550 – $600 million in revenue to New York and New Jersey. Overall, I would say; it was a successful Super Bowl.