Tag Archives: Edelman

Dec 07

What do professional services firms such as Booz Allen Hamilton, Deloitte and Peppercom have in common?

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Firms ranging from Korn Ferry and Egon Zehnder to Hewitt and KPMG all have something in 51wvzE9LivL common. So, too, do Booz Allen Hamilton, Deloitte and, yes, Peppercom. What is it, you ask? Well, it turns out we're all featured in a brand new book entitled, “The Art of Managing Professional Services” by Maureen Broderick (disclosure: we're helping to publicize the book).

Broderick's tome is a veritable treasure trove of war stories from leaders of the very best run firms in the world.

In the book you'll learn the common characteristics of successful firms, how to make values stick, mastering the client management lifestyle (my kingdom for a clue as to how best to do that) and the ways in which top firms plan and budget.

There's a case study on how Korn/Ferry changed its culture on the fly. Another one focuses on Ogilvy PR's global growth strategy (bring it on, Ogilvy). And, there's a fascinating section all about two simultaneous mega-crises that shook KPMG to its very roots.

“The Art of Managing Professional Services” should be on the reading list of any public relations firm owner or executive, as well as anyone who aspires to one day lead an Edelman, Makovsky or Golin Harris. Truth be told, I wish I'd read the book when Ed and I first opened shop in his squalid, one bedroom apartment. I would have avoided many mistakes.

Author Maureen Broderick's insights were gleaned from in-depth interviews of more than 130 leaders. I can state that reading it has made me smarter and more attuned to 'what's next' and 'what could be.'  And, for any leader, regardless of the sector in which he toils, that's huge.

Now, if only Ms. Broderick could author a book entitled, “The Art of Managing the U.S. Government.” Oh well, such is the stuff of dreams.

Aug 31

Try keeping them down on the farm after this

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A recent Gallup survey finds most Americans think more highly of farmers than they do public Hollandtown -Holland-Farm -Corn-Harvest_00a relations people.

Now, I'm OK with a tinker, a tailor, a soldier or a spy finishing ahead of a PR executive in these annual rankings, but a farmer? Are you telling me Americans think more highly of someone who has just finished plowing the back 40 than a publicist who knows Hollywood's 40 hottest party spots? Say it ain't so.

The findings actually heartened a few AdWeek readers since advertising and PR rose a few points year-to-year. That's akin to a BP employee pumping his fist in the air because a few less Gulf pelicans died in August than July. C'mon.

I, for one, am a tad disappointed that Americans think more highly of Mr. Green Jeans than they do of Messrs. Burson, Golin and Edelman. How far has PR fallen if American Gothic trumps American Party Planner? (That would be a great name for a new, TV reality show.)

The Gallup findings are just the latest confirmation that our industry's image is being defined by Hollywood. For every 'seat at the table' earned, it seems to me the average American sees us wallowing ever further in the mud. Now, a certain licensing type who posts regularly on Repman, believes an industry's image and reputation really doesn't matter. I couldn't disagree more. Until, and unless, we do a better job of educating Americans about the serious, senior counseling being provided by top public relations officers, the more likely we are to be stuck recruiting talent from the bottom of the gene pool.

It's a serious problem that, for reasons known best to them, remains unaddressed by our various trade journals and industry associations. It's akin to fiddling while Rome burns. Or, in this case, reaping what Hollywood has sown.