Editorial - Interviews

 Jennifer Farris, founder of Z Dennis Marketing and Public Relations (www.zdennismarketing.com ), an Atlanta based boutique agency that develops public relations and marketing campaigns for art, music, lifestyle, pop culture and community driven projects. Ms. Farris has an extenisve background in the entertainment industry and her passion about culture and the arts allows her to offer her clients to take advantage of diversity versus the same approaches that have become so routine in this business. Ms. Farris has solid ties within the media and broadcasting community which is an essential component to any PR Firm. Our following interview allows us to get a deeper look into her company and perspective of the entertainment business especially in her field.

• What brought into the PR World?

I have always been asked if I was in the Public relations field. After attaining my Master Degree in Media management, I feel in love with Public Relations. I think I also initially caught the ?bug? when I worked with MCA Records in regional promotions. Although we did not pitch stories to the media there... we did use creative ways to influence people to support the music.

• Today there are so many people that are wanting to enter the entertainment business and one popular ?Title? is PR. What should a good PR Firm or Person be able to do or perform?

First I think that it is very important to understand that pushing non-newsworthy stories is counterproductive. If there is nothing ?there? (after careful consideration and brainstorming) then it is not something that you should bother media professionals with.

Secondly I think that a media plan should be established with goals that are achievable. Also I am a strong believer that advertising in a publication should not be the reason that your story makes it into the press. Although supporting with advertising is very positive... it should not be the determining factor or where and if your story gets placed.

Lastly, publicity and press releases are only a tiny part of Public Relations. Many times the success of a firm depends upon the relationships that are in place.

Ultimately a PR person?s role is to persuade public opinion and create goodwill for the client.

• What qualifies someone to work in PR, is it just one day making up your mind or is there a process.

I may have answered some of this in #2 but I think that these things must always remain true:

Always use integrity and fairness as criteria when making business decisions; Never make untruthful statements ? always provide your audience with the truth (never spin stories); Emphasize quality; Remain loyal to your beliefs; Remain available to open feedback and be responsive to concerns that may arise.

I think that some people actually have the qualities within them to be great PR people...and decide upon a career change? But so long as they understand that it is about managing relationships (there is a difference between networking and managing relationships) and being an advocate. Believing in something passionately is definitely a first step.

• What are the challenges within the industry and in what you do.

The first challenge is to share with new clients that media/press is never 100% guaranteed. Many times understanding that there are editorial calendars and processes within a media organization that we (as PR people) must follow (i.e. Media Calendars, Press Lead Time) ?However, I am a strong believe that there is always a ?back door? and the more creative you are... sometimes you can find a way to get your ?way? without disrespecting the media.

Technology has created a greater challenge. I love all of the technology that is available, however with it brings more competition and increased scrutiny. PR professionals have to find new creative methods in order to reach larger audiences. I am constantly reading and trying to better my knowledge of all of the vast technologies that are out there (i.e. Podcasts, Viral Marketing, Blogs)

• How do you choose clients, can anybody just pay you or do you carefully select them, if you do what are some of the things you pay attention to.

Personally, I have to be passionate about everything that I touch. If I do not like it?I am not sure that I can sell it well (a full public relations plan). I tend to lean towards the ARTS (visual, music, entertainment, youth-based, or education). I am more of a creative person so I like things that are also creative and/or educational.

However I can offer smaller things that are very important to someone like copywriting and editing. Making sure that a person ?reads well? is crucial to the success of any organization, in my opinion.

• Are there any misconceptions of what PR is and what it is suppose to do?

I am not 100% certain of misconceptions but some people think that the only role is to event plan. Although I LOVE event planning and offer that as one of the services of ZDennis Marketing, it is not the only thing that PR people do. I think that a PR Firm should be maximized and that PR has the power to solve a company?s problems and to help make a business better.

• How would differentiate a good PR person/firm from a bad one? What are some of the key points that can allow some to pinpoint if they are qualified

#3 may have already answered this

• Who would you recommend to go in the business and what type of traits or experience do they need in order to excel

I believe that great PR people are not only organized, detailed, great writers and great listeners, but they should also have skills in supervision, be able to assess public attitudes well and be able to maintain mutual relations.

• You cover various aspects in the entertainment industry, are there any differences between them or what to expect. Do people treat you differently across the various genres?

I am a strong believer the product and client will change (i.e. the client?s work style, the genre of music, demographics of an audience)... but the BASICS of PR should never change. Consistency of how the job is executed should be the standard.

• Is there anything that you would want to change or wish it could change for your jobs sake?

There is not anything that I can think of that I wish to change immediately. Just send us more money. LOL!! :0)

Seriously I WISH that I could change the state of the music industry. I was so fortunate to be able to witness the TAIL END of industry when radio personalities wore suits to work and urban radio supported more R&B music (the 1990?s) and when urban music conferences had meaning, respect and results. Older seasoned artists were on ?top? and I wish that traditional ?storytelling? R&B music in America was more requested.

American (PR) plans seem to be shifting to non-priority and we seem to be looking overseas first instead of focusing on America. That is definitely unfortunate to me. I wish I could reverse that. That is very sad to me.

• Do you want to say anything that stimulated you during this interview?

Everyday I feel like I need to learn something. There is so much ?out there? that I am constantly striving to know and perfect. I like to win so I am always reading and striving to make myself the best. Or as Ricky Bobby says it best? ?If you?re not first, you?re last.? (smile)

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