Bob Zito
Founder
Zito Partners
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?
Bob Zito (Zito Partners): It’s not “break through.” And it’s not “masses.” It’s “know your target.” Understand who you need to reach, and focus on that target. Not the masses! The bifurcation of media — whether traditional, social, or other forms — means targeting is vital. Especially in financial, where most of our clients reside.
Q: What are you doing now that you may not have been doing one, three, five years ago?
Bob Zito (Zito Partners): Content, content, content. In real estate, it’s location, location, location. Now, content is key. We knew it at Sony when I was there and we bought CBS Records and Columbia Pictures. We preach it today. Develop content aimed at your most important clients. It’s our job to deliver it. That last piece hasn’t changed.
Q: What is your best sales pitch to a potential client who currently is not using a PR/PA firm?
Bob Zito (Zito Partners): Fortunately, we really don’t need one. All our business has been by referral. Our experience helps. I’ve had 20-plus years of management committee experience inside major companies. Companies appreciate that I’ve been in their shoes. Managing Director Deborah Kostroun’s 13 years of experience broadcasting on financial television and Christina Scolaro’s 20 years in financial news speaks volumes.
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