Palmetto PR Diva Dish – Nicole Cendrowski, owner of Big Gnome

Liza and I would like to welcome Nicole Zokan Cendrowski to Greenville!  She and her husband moved from Charleston and – while they are still getting settled – she was nice enough to meet us yesterday for coffee to tell us her story.  We had a blast and look forward to seeing her around town more often!  Here’s the scoop:

Nicole Zokan Cendrowski

 

o        Please provide title and a brief description of what you do:

 

I’m the owner of Big Gnome, a full-service public relations and marketing communications firm. 

 

o        How did you become interested in the public relations/advertising industry?

 

I loved writing and majored in English, but I didn’t want to work in academia or become a journalist. I landed a writing and account management job with a public relations and marketing firm. They pretty much took a chance on an unknown kid.

 

o        What changes have you seen in the industry that is the most interesting to you?

 

Social media on the Web and determining if and when to use it. It can be a PR nightmare. If there are major problems within an organization, they’ll be exposed even more quickly. That’s not necessarily a bad thing, because it demands accountability and change.

 

o        Are you involved in any professional associations?  If so, what are they and what do you learn by being involved?

 

I attend PRSA and AMA meetings. I’ve learned how invaluable networking is with other people in the industry, made several life-long friends, and built strong working relationships. Young Professionals happy hours are fun, too.

 

o        What is the one piece of advice you would give students that are interested in pursuing a career in the public relations/investor relations/marketing industry?

 

Create your own internship, volunteer opportunity, or job. Volunteer with an organization that you love or a cause that you believe in. Offer your skills to their PR committee, marketing department, or development/fundraising office. Pitch stories and do freelance writing for local/regional publications, or whomever you want. It’s amazing what can happen when you take that step on your own.

 

o        What is the best thing about your job?

 

Being my own boss. Once you’re used to taking a break to go for a bike ride, run, nap whenever you want (or need to), the idea of ever returning to a traditionally structured job is unattractive.

 

o        What is the thing you like least about your job?

 

Being my own boss (haha). Actually, what I like least is dealing with people that are dishonest and/or seem to thrive on drama or crisis. Running my own business, I can make the decision to walk away, take action, and do whatever is needed to eliminate/minimize exhaustive relationships.

 

o        Are there any exciting announcements you’d like to tell us about (either with your company or one of your clients)?

 

Big Gnome is going green – Greenville, S.C., that is! My husband and I recently moved from Charleston to the Upstate. I won’t be a stranger to the Lowcountry though. I’m stoked about possibly working on some craft beer-related events down there later this year. I’m a bit crazy about beer. If anyone wants to meet up at Barley’s in Greenville sometime, call me.

 

o        How do you balance your professional career with your personal life?

 

Prayer and exercise. I’m a driven and committed person, so I naturally throw myself into client work. I have to cut myself off. The work will always be there. Step away, take a deep breath, and have fun. Also, having a husband who can help me slow down is such a gift.

 

o        Anything else you would like to add?

 

Many thanks to Jacque Riley with Riley Communications for nominating me for this week’s profile.

 

Big Ups!!

What kind of PR person would I be if I didn’t brag on my beloved clients every once in a while??

A big, giant congratulations goes out to Brains on Fire for bringing home a Gold Effie award last night in NYC, for their work with “Rage Against the Haze,” South Carolina’s youth-led anti-tobacco movement.

This is the first Effie for Brains on Fire, and was one of the few true word of mouth movements to receive an award last night. The Effies judge not just on creative talent, but also on measurable results.

Over the past six years, Rage Against the Haze has grown from 92 to 4,000 youth across South Carolina speaking and acting out against tobacco use, despite continued program budget cuts and the state having the cheapest cigarette tax in the nation.

I know all of the folks at Brains on Fire, as well as at SC DHEC, have worked tremendously hard on this movement and are so proud of their success (as well they should be!).

So, congratulations all around. The Palmetto PR Divas are so proud of you!!

PRSA IPA virtual conference – Big Business Solutions for Small Agencies (Wednesday, July 30)

I’m really excited to announce that PRSA’s Independent Practitioners Alliance has developed a half-day “virtual” conference for Wednesday, July 30, from 1 p.m. to 4:30 p.m. that will feature an exciting lineup of sessions.

Created to offer real solutions to everyday issues facing solo practitioners, counselors and agency leaders, the conference promises that participants will learn:

• Tips for self-marketing success
• Proven methods to grow your business
• Secrets to managing virtual teams

Due to the cost – ($289 for non-PRSA members, $229 for PRSA members and $169 for IPA section members) – it seems like a good idea for IPs from around the state to gather in a central location to share both the registration fee, while benefiting from the camaraderie of learning together.

Kelly Davis, APR, (SCPRSA Midlands region) is exploring locations for individuals interested in meeting in Columbia.  Additionally, folks here in Greenville are kicking around the idea of meeting in the Upstate area to narrow down the per-person cost.

If there is anyone interested in participating in the virtual conference and would like to meet with others in either Greenville or Columbia, please let me know so I can facilitate this information to the appropriate people. Thanks and please let me know if you have any questions. Kim

 

What sets you apart?

Liza and I sometimes get in a rut when we meet. We typically go to the same coffee shops for morning meetings and regurlarly visit the same old haunts during lunchtime. Admittedly, we like routines, and it’s also convienient for both of us to meet in certain areas at certain times…not that there’s anything wrong with that.

But I was pleasantly surprised when someone suggested I meet them at Liquid Highway – a Greenville-based coffee shop that I had never experienced before – this morning.  I got there a few minutes early and started to read the paper with my tall brew in hand.  And when the rest of my party got there, we ordered shots at 9 in the morning!  (They are actually yummy, great-way-to-start-your-day espresso shooters.)

http://www.liquidhighway.com/main/espresso-shooters.html

What a great way to break the ice while getting a little extra caffeine into your system. Not only does Liquid Highway allow you to take shots before noon, but every cent of profit after taxes supports medical clinics, missionaries and schools around the world.  Essentially, by supporting the local business, you are also helping other communities in need.

You know, there are a bazillion coffee shops out there – one on every corner it seems. And I’m sure you’ve read articles that contain practical marketing tips where the author tells you to it’s crucial that you differentiate yourself from your competitors. They might even ask you the question, “What makes you so different from the rest of the bunch?” Well, I think Liquid Highway can answer this question in a heartbeat.

What comes to your mind when you think of organizations that have done a great job in building their brand? Do you know of companies that rise above the rest because they have a unique story to tell? Tell us about it! (And if you stop in to try an espresso shooter at Liquid Highway, let me know what you think!)

Palmetto PR Profile – Brett Turner with Jackson-Dawson

It’s Friday, and you know what that means! We are featuring a public relations practitioner to share thoughts about the industry, as well as provide firsthand suggestions to those just starting out. To be fair, Liza and I agreed to call the “dudes” PR Profiles. So here we go!

(Next week, we will feature Allison Skipper, public relations associate for the S.C. State Ports Authority in Charleston, S.C.)

Brett Turner is Manager of Public Relations for Jackson-Dawson Marketing Solutions. His responsibilities include strategic planning and daily oversight of all of JD’s PR clients, including BMW, Michelin, Milliken, the BMW Charity Pro-Am golf tournament and Piaggio America.

Turner has extensive experience in sports journalism and public relations, having covered the North Carolina men’s basketball team and the NFL’s Carolina Panthers from 1994-1997. He then managed public relations accounts for NASCAR Winston Cup and Busch Series teams from 1997 through the end of the 2000 season, before being named Director of Public Relations for SailNet.com in Charleston, S.C. Turner joined JD in 2001.

Turner is a 1993 graduate of Clemson University and holds a Bachelor of Arts degree in History with a minor in Communications/Journalism. He is married to the former Suzanne Spaulding of Charleston and has a son, William, and Truxton, the family Chesapeake Bay Retriever.

Please provide title and a brief description of what you do:
o Manger of Public Relations for Jackson-Dawson Marketing Solutions. I oversee a five-person department that represents clients such as BMW Manufacturing Co., The BMW Charity Pro-Am golf tournament, Bloom and Food Lion Grocery stores, The Palmetto Bank, Milliken Napery and one of the world’s largest tire manufacturers.

How did you become interested in the public relations industry?
o I was a sports journalist in Charlotte covering the NFL’s Carolina Panthers and North Carolina’s men’s basketball team. I enjoyed writing, but met a lot of people on the PR side of the business and knew that was what I wanted to do. I started working for a NASCAR-specific agency in Charlotte before settling in Greenville at Jackson-Dawson.

What changes have you seen in the industry that are the most interesting to you?
o The speed in which news flows, is sent and is received. I can still remember reporters that brought typewriters into the media center and dictated stories back to news rooms. I also remember when the fax machine was the greatest invention of its time.

Are you involved in any professional associations? If so, what are they and what do you learn by being involved?
o Yes. I’m a big believer in getting involved. I am very passionate about PRSA and our profession. I serve as the state’s Accreditation chair and am currently the chapter’s President-Elect. I also am involved in my church’s marketing/PR efforts, work with Anderson and Clemson Universities, and volunteer with A Child’s Haven, Meals on Wheels and Big Brothers and Big Sisters.

What is the one piece of advice you would give students that are interested in pursuing a career in the public relations/investor relations industry?
o Learn to write correctly and use proper grammar! I can’t stress this enough. I see a lot of talented young people that graduate from college that can’t write and don’t speak correctly. What’s worse is that they’ve been allowed to get away with it for so long that it has become a bad habit. All the good that you will do in the profession – great ideas, building relationships, etc. – will be forgotten the minute you send out a poorly written press release or stand up to speak in front of an audience and use improper grammar/English.

Please describe your experience in obtaining your APR. Was it different than you thought? How has it made a difference in your professional career?
o Obtaining accreditation in public relations has been the greatest professional decision that I have ever made. I use what I’ve learned every day. To pass the test, it takes discipline. You have to set goals and work to achieve those goals. The experience was great, too. It was like taking a graduate-level course at your local college/university. It was a lot harder than I thought, but also a lot more rewarding, too. It is the number one greatest business decision that I’ve made. It has helped me advance, has gained me publicity when I speak to new clients and others in the profession, and has provided me with many tools that I use every day.

What is the best thing about your job?
o The people that I work with.

What is the thing you like least about your job?
o I hate sitting behind a desk. I like to be outside and running around.

Are there any exciting announcements you’d like to tell us about (either with your own practice or one of your clients)?
o We are continuing to grow, which is always good news.

How do you balance your professional career with your personal life?
o It’s very tough and I’m not very good at it. I typically refuse to take work home with me, but that means that there are many nights and weekends that I spend in the office. I’m just not wired to be able to “shut things down,” when things aren’t completed. Like most of us in the professional, I’m also a perfectionist and very detailed oriented. As a 36-year-old husband and father, my day consists of work and family, with an average work day being 11-12 hours. But I’m happy and love what I do. I’m very fortunate to have a loving and understanding wife.

Anything else you would like to add?
o I really like this blog. Keep it up.  (editor’s note:  Thanks, Brett!)

Newsflash: Local newspapers are not obselete!

I recently read a post by Richard Edelman of Edelman PR about the fact that local newspapers are still relevant. I’m not shocked. I still love to read my local daily, The Greenville News. One of my luxuries in life is sitting down on a Sunday morning with a cup of coffee and reading the newspaper cover to cover.

I think it’s important to remember how relevant local news media still is, because it’s easy to forget in the midst of the social media influx. People will still pick and choose what they want to read and watch, but my guess is they still care about what goes on in their own communities.

Thanks for the reminder, Richard, to make sure local media is a consideration inclients’ strategic media plans.

I heart Greenville

Whenever family or friends come and visit Greenville, they are completely stunned by how beautiful the city is, as well as how friendly everyone in it seems.  There are great parks, a waterfall along the river, and a downtown that offers everything from unique restaurants to shops and from art exhibits to nightly entertainment.  My aunt is visiting next week and I’m taking her to see a play at Greenville Little Theatre, which I have read and heard great things about (the power of PR and third party credibility is so important)!

And for my husband, no matter what season it is, he always takes visitors by the baseball stadium (which is now Fluor Field) where the minor league baseball team, the Greenville Drive, plays.

I think he partly shows the field off because it’s modeled after Fenway Park – the dimensions around the outfield wall are the same specifications as Fenway (Fluor Field even has its own “Green Monster,” a 30-foot high wall in left field, equipped with a manual scoreboard).

But the other reason is because we always have such a great time at these games.  It’s nestled in a part of the city that was recently revitalized and the food is good, the games are fun, there’s a lot of action going on around the game and it’s just an all around fun time.  Plus, it’s friendly on the wallet.  We went to a game last night and the tickets were $7 a piece!

Even thought I’m singing Greenville’s praises from the rooftops, there has been a lot of other, larger efforts made to position this area as not only a vacation destination but a great place to live. Erwin-Penland organizers created the “I was blown away” campaign, www.iwasblownaway.com, and I also recently read about the bounce agency’s marketing blitz, timetothaw.com, and I couldn’t be more thrilled.  As a resident, I want everyone to know just how special this area is.  (If any EPers or bounce folks out there can keep us posted on the success of these campaigns, please let us know!)

Here is a picture from last night’s game!  How can you not love it?!

 

Happy anniversary to PJPR!

Many people ask me how Liza and I met.  And since you probably don’t know that this month is her one-year anniversary of starting Payne Jones Public Relations, I thought this would be a good time to tell that story here.

 

While I was living and working in Charlotte, I came down to Greenville to interview for a position as public relations supervisor at Erwin-Penland.  Liza, also a PR supervisor, was looking for someone to work with, share ideas on how to grow the public relations department, manage junior- to mid-level staff members and pursue new business opportunities. 

 

We got along great and I was really excited to join the team…Liza was seven months pregnant so we thought it would be good timing for me to join EP, shadow her for a few weeks and learn the ropes so I would be “up to speed” when she had her baby…Flash forward to July 2006 – I moved to Greenville on a Sunday, started work on a Monday and Liza had her baby that Monday evening.  I didn’t even get to spend ONE DAY with Liza!  Talk about being baptized by fire.   What do they say about the best laid plans??? 

 

At the end of six very long weeks, Liza finally came back to EP and we made plans on how we would start off exactly where we left when I had interviewed a couple months before.  However, like many mothers, she found it challenging to juggle the responsibilities with being a first-time-mom while working 40+ hours in an agency environment without a lot of flexibility to schedule in doctor’s appointments, daycare activities, etc. 

 

So, on April 19, 2007 she said goodbye to EP and started her own venture, Payne Jones Public Relations.  I was very happy for her but really bummed I didn’t have my “partner in crime” at work anymore. 

 

Three months later, she supported me in my decision to go out on my own, as well.  I owe Liza a lot of things – she brought me down here to Greenville so I could be closer to my boyfriend (who is now my husband), she supported me when I was unsure if I could be successful on my own, and she is a really great friend and colleague who I can share successes and also vent to her when I need to.

 

According to the U.S. Small Business Administration, 50 percent of small businesses fail after the first year!  I just wanted to give props to Liza for making it a whole year – she’s still going strong – and wish her much success for many years to come!  Happy One-Year Anniversary to Payne Jones PR!  Where is the cake?

 

 

 

 

Report from NYC

Liza and I were able to catch up this morning as she was cabbin’ it from a breakfast meeting with Peter Shankman to the trade show in NYC. 

Not only is she busy working to promote her client, she pitched the “Day in the life of a journalist piece” to a PR trade journal and they are interested in my story!  Now I just have to get some shadow experiences lined up…Thanks, Liza!

Also, for those of you who aren’t familiar with Shankman, check out his helpareporterout.com (or HARO as he calls it).  Read below for more information.  I haven’t found any queries that I can respond to yet, but his daily e-mails are fun to read and a good way to start the day.  Also, he’s received some great coverage for HARO over the past week on ragan.com and in the New York Times.

Just as an FYI, Liza and I are having lunch with a PR colleague in Greenville on Monday, so if we hear of anything interesting, like job opportunities or any big news, we’ll report back.

HARO info:

If you’re not already using www.helpareporter.com, check it out. It’s a service much like that other one that connects PR people and journalists looking for sources, but this one is free. It used to be on Facebook, but grew too large for it. Once you subscribe, you receive about three (sometimes two, no more than four, ever) emails
a day with reporter, editor and freelance writer queries, written so you can quickly and easily scan the topics for relevance.

If the topics do not apply to you or your clients, just hit delete. If they do, you may contact the reporter or editor directly, as instructed.

Note that Peter Shankman, the list facilitator, is very strict about helping out these reporters. Respond only if your
information (or your client’s info) is relevant and on target. If not, and you send non-relevant emails more than once, you’ll get bumped off the list. Quickly. I’ve seen it happen. He’s a big believer in good Karma, and he’s also quite funny, and tends to also include a link to a fun site, or a funny story about his day in the emails.

Reporters can post queries at www.helpareporter.com/press, and sources can sign up at www.helpareporter.com – As I said, it’s free. Peter asks that if you find it useful, then you make a donation to any animal rescue charity or animal hospital.

You can forward the queries to others who are a fit, but do not post any queries (or the editor/reporter contact info) on any blogs or public websites. I received permission from Peter to send you this note, since this is a private group and I’m helping to spread the word to both subscribers and media to sign up.

www.helpareporter.com – The more people who use it, the better it
becomes.

 

 

Inspirational day

Yesterday, I had the privilege of attending the second annual F.I.R.E. session at Brains on Fire, a branding and identity agency based in Greenville, S.C.  (Disclaimer: Brains on Fire is one of my PR clients). 

Scott Ginsberg, the “name tag guy,” and Richard Tait, one of the co-founders of the awesome game Cranium, spoke at the event, along with some of the leaders from Brains on Fire.  I didn’t come away with just one of those ‘Let’s Go Make a Difference!’ feelings.  I had that, but also a rejuvenation for what I do.  It’s fun to be around people who truly enjoy what they do for a living, and all of these people were living examples of folks who, for the most part, seem to like getting out of bed and going to work every day. 

I feel so fortunate to be able to do what I do.  My dad told me once, “The two most important decisions you’ll ever make in your life are who you marry, and what you choose as your career.”  I’ve taken that to heart (see Dad, I do listen every once in a while).  I think I married the best guy around, and I’ve tried to make career choices that inspire me and make me excited to go to work.  Ever since I started my own business last year, I’ve had sense of excitement.

Don’t get me wrong – there are good days and bad days, just like any career.  But after attending the F.I.R.E. session yesterday, I’m reminded why I do what I do, and why I think it’s fun.

I hope you’re doing something you think is fun, too.  Do it with purpose and make it count. 

Oh, and as a side note, I also attended Greenville’s TALK Magazine “Talk Live” luncheon yesterday, where Lauren Hutton was the keynote speaker.  Even at 64, this woman is a knock out!  Quite the character.  She was nice enough to have her picture taken with me.

I’m headed to NYC later today for a tradeshow and to meet with some great media outlets while I’m there.  I’ll report back if anything interesting happens!