I’ve written, and rewritten, this blog post in my head the past two months and, now that the time is here to announce our news, I don’t have the perfect post yet.
So…I’m just going to write it.
Arment Dietrich is no longer a PR firm.
Yes, I’m serious. We are no longer a PR firm.
So what happened? Well, a few things (including the economy), but the two big game changers were:
1. We had nearly half of our clients tell me at some point that they missed working with me on very strategic projects; and
2. I wasn’t enjoying my job anymore – the reason I started my own business was to do PR the way I thought it should be done and, instead, I was sucked into running a business and no longer doing what I loved.
I did some soul searching. What is it I love to do? Why do I get out of bed and come to work every day? The answers surprised me.
I love to write. I love to speak. And I love working with clients. Other than blog writing, I wasn’t doing any of those things.
So, in September, I began to test the waters. The speaking and working with clients starting picking up and, almost overnight, I was doing what I loved to do. And, through my speaking came writing inspiration and the ability to work with clients every day. But I didn’t have a business that supported this model.
It won’t come as a surprise to you, if you read this blog, that I’ve been solely focused on social media for the past 18 months. And it’s turning into something we can build a business around
As of today, Arment Dietrich allows me to write (with the goal of being published in the next 12 months), but it also allows us to build a business around speaking and coaching. Our focus is a bit different than most – we understand how online communication affects growth to the bottom line and we’ve created a process around how to make that happen for our clients. We now work with executives to incorporate online communication (right now it’s social media, but that will evolve) into their companies in order to: Build their communities, generate leads, cultivate those leads, and then convert those leads into sales/customers/clients for business growth.
Will we do some traditional PR as part of a bigger, overall plan? Sure. But if the majority of your program isn’t focused on digital communication, we’re not the right company for you. In most cases, we won’t do your online communication for you; we’ll help you incorporate it into your business so you eventually fly on your own.
Courtney Lawrence and Molli Megasko are here to help build this new business model. And, of course, we couldn’t do any of it without Patti Knight. Everyone else, though, has moved on to PR positions where they don’t have to change careers.
We are communicators, innovators, and thought leaders. Now we can officially claim our expertise goes beyond PR. But how do we encompass that into one quick answer when someone asks “What do you do?”
How would you answer that question if you were us?
Tags: Arment Dietrich, Business Model, Courtney Lawrence, Molli Megasko, Patti Knight
Good for you, Gini!
If you’re a communications pro of any discipline — PR, marketing, advertising, whatever — and you haven’t done some serious soul searching this year, you might want to look around. Our industries are changing. The old buckets we used to sort ourselves don’t work anymore.
Life’s too short to chase and maintain relationships, structures and habits that cut against our personal grains. Sinatra was on to something when he sang “I did it my way.”
Congrats, Gini. Here’s hoping we team up in 2010!
Hi Gini,
Congratulations on the big news! You’re definitely a go getter and I know that you’ll be successful.
- Cindy
Bottom line communication. You help clients create communication patterns that produce produce core business results.
Congrats, Gini! A bold move.
Since you’re crowd-sourcing, here’s my take: A D is a digital communications advocacy practice.
-Bob
Oh Gini! I’m so happy for you! I think you are amazing doing this. Best of luck.
Congratulations on this decision, Gini! You’re a very talented individual, a thought leader and I see nothing but success for you & Arment Dietrich with this change! If you’re ever in KC, let’s do lunch!
Hey Gini! Happy for you in your transition, so will you be referred to as a Communication Firm?
Ces
This is very exciting news! At our firm we’ve expanded our focus and for me, (and I think you and I are alike in our love of social media) the digital communications component has a much larger chunk of the business than any other discipline. We have rebranded ourselves as a reputation management firm. You may consider that as well.
Gini – Very courageous move. I think you’re ahead of the curve in thinking. Traditional PR firms are encumbered by cost structures and employees that make rapidly changing a business model difficult.
The challenge I see (and have participated first hand in) is that you’re trying to solve for two problems:
1. Create a market. Educate firms to why they need the new way of doing things.
2. Develop business.
Developing a new market is tough, and the risk is to sell services cheaply to build up a client base. From your writing and insight, I think you’re wise enough to avoid that. It sounds like the structural changes to your business have been made, so you’re in position.
You posed a question, “how would we explain this.” I’d avoid the use of any technology or medium shifts. That’s not the largest shift taking place in the space. New technologies will constantly emerge. The bigger shift is that consumers expect engagement with businesses, and your firm is helping build community and engagement. Technologies will help foster that, but low-tech ways are often as effective. If you’re a local coffee shop, what better engagement than handouts and participation in neighborhood events?
Will be very interested to see how this works. I think it’s the right direction. The industry will be there soon enough.
Good luck!
During my brief tenure at a large PR agency in NY, I can appreciate your rethinking of what you do. What is public relations if not working with clients as real people, rather than as businesses? Part of why I left was because the people aspect was lost in the shuffle of “doing” PR.
Best of luck to you and your staff!
This is not a “going out of business” announcement but a re-birth announcement! Very exciting to start a new business, but more so when it is cutting edge! Enjoy the challange and the passion around doing the things that you love to do…
Steven
Boy, oh boy, oh boy! I am so thrilled that you took the time to stop and assess what gets you jazzed. The courage to say that the path you and your company were on wasn’t firing you up. And the willingness to let go of what you don’t love so you can focus on what you do love. I wish I’d been your coach to support you on that! How fun that would have been! And I revel in your success at getting there however you did.
As for putting a label on it: What label existed for social media when it was just beginning? There was no label. Whatever you do will be a success, because that is who you are. And I’m proud and tickled to know you!
Congrats Gini! From what I know about you and your company, I think this is a great move. Your insight has helped me quite a bit the past couple months and I’m sure I’m not the only one who can say that. Best of luck to you in 2010!
Bravo on this bold move forward. The definition of “public relations” and “public relations firms/agencies/professionals” has been debated and tossed around for decades. What is “pure” public relations anyway? At its essence is communicating and delivering a message to reach a goal. That message should be based on strategies built upon objectives delivered through tactics. This process will not and should not change, in my opinion. Why not call your new company a “strategic digital communications consultancy.”
Gini – Congratulations!! I think this is a perfect niche for your talents and interest.
I may be bucking the trend here, but I would steer away from using “communications” or another such generic term for this quite specialized business. My inclination is divided in two ways:
1. Use a widely understood term, such as digital communications (which you used in your post to describe the business) so potential clients “get it” quickly and easily. Your specialties and case studies will help you define the expertise further.
2. Create a catchy and fun name! You’re in communications, after all. Something that’ll get people talking. But this still has to be relatable enough that clients won’t go, huh?
Regardless of what you do, there are thousands of “communications” firms and specialists. Your core strength is in relating what you do very well that’s different than your competitors.
Gini- Sorry I didn’t catch this one sooner. Wow, and congrats, glad you’re making moves to make yourself happier (which should only make you more productive).
What’s in a name? PR, Social Media, Marketing and Communications: as long as you’re providing a valuable, rewarding service to clients i.e. getting the job DONE, the name doesn’t matter.
Gini, you are amazing! And an inspiration!
This is exactly what I’ve been talking about as I’m starting my new agency. Self-proclaimed social networking experts are popping up all over the place. But do they know anything about business objectives? Executive leadership? Key messages? Understanding target audiences? I fear that most do not.
You are an expert in all of these things AND social networking. You are definitely addressing a need in the market. I’m sure you will continue to be wildly successful! As I start down the path of a new agency that is being built on blending traditional PR and social, I’ll likely need to call on you for some advice!
Congratulations!
Way to go, Gini!
What I still find surprising is that there still exists a line of distinction between “traditional PR firms” and “social media agencies.” I keep wondering when the traditionalists are going to wake up and realize that they NEED to enter the digital age and develop these skills too…or perish.
I wish you nothing but the best as you pursue what set you on your entrepreneurial path in the first place!
Congrats Gini!
I haven’t know you that long, but I already thought you were a social media firm! I guess all you need to change was your naming! So glad you are getting to do what you love!