Stanley Hurwitz, Creative Communications

You’re at a business meeting and, as an experienced networker, you know how to quickly gauge whether people you meet may benefit from your products or services – and vice versa. Since you live and breathe your business 24/7, upon introduction, you assume new acquaintances understand what you do. My response: “I do public relations and marketing.” Most often, the listener knowingly nods. Sometimes I think they don’t really know what that means, or they think they know and the conversation moves on. What business person wants to admit they really don’t “get” what PR is?

One description that I like on the difference between PR and advertising: Advertising is the cardboard box that perfume comes in; PR is the fragrance. A creative pro often handles both. A few examples of what this PR pro actually does:

A commercial real estate developer had begun the renovation and repositioning of a former textile mill. Once the first three tenants were signed - leasing 60,000 s/f of the building’s 190,000 s/f - the landlord retained me to create a news story to stir up interest for the remaining space. Many uses for the story: local and regional media, posted on their website, sent by leasing department to other brokers, handed out at chamber and other events, included in proposal packages, and given to prospective tenants.

Another client: Orthodontists with nine offices wanted to differentiate their practice from the competition. (Every Orthodontist straightens teeth, improves your smile.) They retained me (pun intended) to “tell their story” from a range of unique angles. Each week, I create a news story on topics such as the importance of mouth guards for teen athletes, small orthotic devices to remedy sleep apnea, patient contests (I often devise), charitable donations, and new staff. Stories are displayed in waiting rooms, sent to local media, posted on their website and Facebook page, sent to referral dentists, included in invoice mailings, and more. I also develop their print, cable TV and radio ads and host cable TV interviews.

The maker of a patented stress-reduction system (NuCalm) retained me to promote the system in general news and industry media to get them known among the general population, dentists, professional athletes, cancer therapists, pilots, and others who deal with anxiety. Using a subscription media database, it’s possible to build their brand on a national scale.

A creative, well-planned, multi-pronged, ongoing PR program implemented by a proven pro can result in lots of mileage for a relatively small investment.

Stanley Hurwitz is principal of Stanley Hurwitz / Creative Communications, Stoughton, Mass.