Earlier this week, I sat in on a set of focus groups for one of the agency’s clients, and I left with an insight into my own work.
When you spend day in and day out working for your clients, whether your goal is to get someone quoted in a top-tier media pub (or keep them out of it!), plan an event, manage their social media campaign, whatever – there’s one thing that’s easy to forget. Not everyone knows who the heck your client is.
As I was monitoring this particular focus group, the moderate asked, “Now who here has heard of [insert client’s name]?” I waited as one or two hands – out of 10 – were hesitantly raised in the air.
WHAT? You’ve never heard of [insert client’s name]??
So here’s my moment of truth. I’m so immersed in my clients’ worlds that it’s easy for me to forget there are people out there who don’t have a clue who they are or what they do.
So next time you think you don’t need to pitch the big picture – what your client’s products are, what their mission is, what type of services they provide – just remember that someone out there is hearing it for the first time.
Weird.
As design director at Cookerly, Tim serves as the creative lead in the development of branding campaigns, print collateral and digital media for clients across a broad range of industries, including consumer, professional services, healthcare and technology.
As a senior vice president at Cookerly, Mike Rieman is a strategic communications leader specializing in media relations and reputation management. With a proven track record of securing high-profile placements in top-tier outlets such as The New York Times, The Wall Street Journal, CNN and USA Today, he excels at crafting compelling narratives that resonate across print, broadcast and digital platforms.
Mike Touhill is vice president at Cookerly Public Relations, where he helps lead traditional, social and digital media programs for B2B and B2C clients in packaging, telecommunications and technology, among other industries. As a communication leader, he develops and executes public relations strategy, provides proactive and reactive counsel to C-level executives and secures earned media coverage for client initiatives and product.
Andrew Agan is a vice president at Cookerly Public Relations, overseeing the agency’s internship program and leading media relations, content strategy and social media initiatives. He provides counsel and executes campaigns for clients across various sectors, including finance, healthcare, hospitality, technology, automotive and many others. Andrew excels at crafting compelling stories and building media relationships, resulting in clients being featured in notable outlets such as CNBC, Associated Press, Business Insider, Fox Business, HBO, Inc. Magazine, Sirius XM, The Wall Street Journal and USA Today, among others.
As vice president of Cookerly, Sheryl Sellaway uses her extensive corporate communications background to lead consumer PR efforts, deliver strategy for marketing programs and share expertise about community initiatives.
I don't know why I'm just now reading this post, but YES! I thought the exact same thing. What a reality check we all need sometimes!