So…a few people have mentioned to me that they would be freelancer by now if they only knew how to make it happen. I’m here to tell you, there’s no magic formula: but talent and persistence will certainly get you far.
I was inspired to post this by one particular PR pro who I know is going to light the Midwest ablaze as soon as she figures out how awesome she is. If you’re looking for help getting started with a new business idea, or as a freelance copywriter or marketing/public relations professional, you may benefit from my experience. It’s certainly not a road map for everyone, but for those looking for a little direction, it may be a start.
Name: Marc Silverstein Current City: Washington, DC and environs Job Title: President and CEO Company: On The Marc Media Length of Time in this Role: 5 Years Twitter: @onthemarcmedia Mopwater: Describe your path to PR. How did you wind up in this field? MS: I was a crusty but lovable TV news reporter for close to 20 years, so skepticism of all spokespeople, PR folks and spinmeisters was in my DNA. Over time, I came to appreciate the few who “got it.” They knew how to successfully spar with reporters, leak stories, get out their message—and when they had to—take one for the team (usually a critical story) without too much whining.
Then I left news and hosted a long-running show about restaurants on Food Network called The Best Of. Many of the places we profiled had publicists, some of whom were incredibly helpful, and succeeded in making good stories better. But far too often, we had to deal with what I nicknamed Philadelphia-type PR, based on a company in Philly whose reps were so inept that we stopped covering their clients. They got in the way, raised tension levels with the crew and consistently made the process so difficult that even eating the free food offered by the chefs became a chore. That takes some doing.
From both the news and entertainment experiences, I saw there was an opportunity—to offer the kind of PR that provides a more effective bridge between clients and the media. Clients need public relations people who know how to:
• Understand reporters, their pressures and their personalities—and make their lives easier. (Like providing “one –stop-shopping,” and not calling to pitch stories when reporters are under deadline).
• Speak the language of news reporters (Forget the elevator speech; you’re lucky if you get to ride one floor while you’re pitching them).
• Identify what their client does that’s newsworthy, and figure out every way we can to get it in front of an audience.
• Write short, dynamic news releases that don’t waste anyone’s time.
• Use a lot of bullet points.
After Food Network, I hosted a show on Discovery Channel. After shooting the episodes, I was under contract and couldn’t work elsewhere in TV for several months. Much to my disdain, my wife wouldn’t let me sit home in semi-retirement. That’s when On The Marc Media actively started going after PR clients—and since then, we’ve been successfully getting them on TV, in print and on the Internet, in addition to providing a vast array of other marketing services. Read the full story
Burke & Company Public Relations Account Executive (New York, NY)
