Executive vice president, national director
Q: In an age when anyone, anywhere, at any time can disseminate information, how can a modern-day public affairs or public relations firm break through the noise and deliver the message of its clients to the masses?
William Murray (MikeWorldWide): Public relations always has been more about strategic messaging and targeting — and that certainly has become more important today. Even in crowded social platforms, there are messaging and paid tactics that allow us to reach the right audience with messaging that resonates.
Q: What are you doing now that you may not have been doing one, three, five years ago?
William Murray (MikeWorldWide): In the communications field, a year is a lifetime. Five years ago is ancient history. Social and digital platforms develop rapidly, and you need to stay engaged. There are platforms that didn’t even exist or weren’t fully developed just a few years ago that we use every day now. Tomorrow, there will be an even more effective vehicle that reaches the right audiences.
Q: What is your best sales pitch to a potential client who currently is not using a PR/PA firm?
William Murray (MikeWorldWide): Oscar Wilde said it best: ‘There is only one thing in life worse than being talked about, and that is not being talked about.’ In today’s business, you need to manage your reputation and your visibility, or someone else may do that for you, and not necessarily in the best light.