Laurel Tielis – Background
I grew up, went to college, got married in my senior year and never gave any serious thought to working. I always loved writing though (and even managed to be named editor-in-chief of my sixth grade yearbook!), so I was lucky to back into a career in
Laurel Tielis
journalism.
I was vacationing on Harbour Island in the Bahamas and wrote a travel diary that I sent off to a few publications with a note saying, “I loved it here and think your readers will as well.” The story led the travel section of the Chicago Sun-Times, gave me a wonderful credential as a writer, and enabled me to begin a career journeying around the world and contributing to newspaper and magazines in the U.S. and Canada.
Traveling for a living has its highs and lows, though, and when I reached the point where the thought of having to pack one more time left me in tears, I was fortunate to be offered a job as a wire service reporter in Miami for Fairchild Publications. Fairchild publishes Women’s Wear Daily and W, as well the Daily News Record (a men’s wear publications), Footwear News, Home Furnishings News, and Supermarket News, and I got to contribute to all of them.
Attending fashion shows, going to shareholders meetings, covering trade shows, writing about store openings, and interviewing manufacturers, retailers, and major designers such as Oscar de la Renta, gave me a strong background in retail. But it was covering the glitterati for the Eye column in WWD that got me my next position.
The Miami Herald hired me to write a society column. On the Scene ran for three years. I met everyone from Warren Buffett to Jimmy Buffett; I was Henry Kissinger’s dinner partner at a private party, chatted with Mob mastermind Meyer Lansky (the model for Hyman Roth in The Godfather) at a charity ball, and was serenaded one evening by Julio Iglesias. It was a great time.
From there, I became People magazine’s Miami correspondent, which if anything, was even more fun. I wrote about everything from an elephant in a bikini, to a dog with his own newspaper column, to stories on names in the news including Martha Stewart and Dave Barry. When I moved to New York, I continued to freelance for People, mostly writing for the Chatter page at the back of the book.
I moved into public relations for two reasons: One, because I had clear insight into what a journalist needs from a publicist and two, because the pay was better. I headed the PR division of Nature’s Elements, a 45-store chain of personal care products, and of Stott Pilates, the third largest Pilates company in the world, and ran my own agency, Allure Communications, for several years. I worked on accounts as diverse as the Zagat Survey, the best-selling restaurant guides, to R. G. Barry, a market leader in comfort footwear. In addition, I taught courses on journalism and public relations at the Fashion Institute of Technology and Pace University.
Currently I present seminars around the country to women’s groups, trade associations, conventions, financial institutions, universities, and corporations, helping small business owner’s work on their publicity efforts. I spoke recently at Nordstrom, Stanford University’s Graduate School of Business, and New York’s Science, Industry, and Business Library. Two new speaking venues for me this year are the San Francisco Home Furnishings Show at the San Francisco Mart and the 2007 Juvenile Products Manufacturers Association Convention in Orlando.
“The Girls’ Guide to Getting on Top: Positioning your Business through Media Placements”
The book came out of the handouts that accompany my presentations. It gives women more information than I can provide in a speech or workshop, and becomes a sourcebook for them.
Its frame of reference is women. Most things—including most books—are geared to men. The assumption is that if it works for them, it will work for women as well. We’ve been finding out that’s just not true, in everything from medicine to business.
The thought processes and the examples used in the book are all from a woman’s point of view. Saks and Bloomingdale’s are referred to; Compaq and Hewlett-Packard aren’t.
* Who should read “The Girls’ Guide to Getting on Top: Positioning your Business through Media Placements”? What are the benefits readers can expect from your book?
Women entrepreneurs and small business owners who understand the value of getting the word out, but don’t have the budget to hire a publicist, will find it a PR bible. Business owners who are ready to hire an agency will benefit from it, because they’ll learn what they should be getting for the fees they’re paying. It’s useful for women who want to climb the corporate ladder—articles about them in newspapers, magazines, or online, as we’ll as radio and TV appearances, will make them front of mind. Lastly, I hope men, who want to understand how women think, will read it and learn.
My background as a journalist made it possible for me to do more than share information about how to go about contacting the media. In the book I explain the strategy behind the work and the mindset of the reporters and editors they’ll be dealing with.
I suggest that women approach the media the way they do their families or friends—by putting them first. This works because women are often uncomfortable about promoting themselves but are very comfortable acting as caretakers. By turning around typical business-think of “What’s in it for me?” to “What’s in it for readers, viewers or listeners?” they can create story ideas that will benefit the media and in turn benefit themselves as they get them more media attention.
It addresses everything in a marketing plan—from advertising to direct mail to the Internet to public relations. There are do-it-on-a-dime marketing suggestions, like sending birthday cards, Valentine’s Day cards—“I (We) love doing business with you” or Thanksgiving cards—“I am (We are) thankful to be working with you” in lieu of Christmas cards to break out from the pack; or calling a C.A.B. to form a monthly roundtable (creating a customer advisory board that gives the business owner ideas about what works and what doesn’t, while getting special prices and other benefits).
There’s useful advice about warming up cold calling, tips on using sense instead of dollars when buying advertising, and advice on writing direct mail that won’t be perceived as junk mail. There’s a chapter on successful special events on a small budget, and another on newsletter know-how.
But because I believe that publicity is the most effective, least expensive way to get the word out, I focus on working with both mainstream and new media. There are examples of everything in a press kit, from press releases to tip sheets, with how-to-do-it spelled out for readers. There’s even a glossary of terms used in PR and journalism.
Women who read the book and follow the suggestions can get their name in the news and build larger, more lucrative businesses.
Manage it all…or not?
* What are the advantages of using a professional and how to choose one?
I believe you can manage it all if you manage or delegate things, rather than do it all yourself. Think about business the way you think about your appearance. For example, you’re probably not going to want to cut your own hair because you won’t be satisfied with the results, but you are more than capable of combing it out every day.
In terms of doing your own PR, do the parts you can do well, and get help for those things that are not your strengths. If you work in sales, you don’t need a publicist to pitch for you. You probably need someone in the beginning though, to help you create your pitch.
If you’re a strong writer, write the press kit. If writing makes you feel as though you’re wearing chafing pantyhose, hire someone to do it. It doesn’t necessarily have to be a publicist. It can be someone in your family or someone who’s recently graduated from business school and whose fees are more affordable.
There are advantages to working with a professional. They will do the work, which will give you more time to do the things that are specific to your business.
If your budget allows you to hire a publicist or bring an agency onboard, remember they generally work on a monthly retainer fee. To make sure you get value for money, just as you would ask around when you’re looking for a new hairstylist or gynecologist, ask friends or colleagues who they’ve worked with and how successful it was for them.
When you meet with the agency, ask a lot of questions. One of the most important is, “Who will be working on my account?” Sometimes agencies send out heavy hitters to bring in business, but then the day-to-day work is done by less experienced people. You want someone very knowledgeable on your account.
* Do you offer PR services to entrepreneurs? If yes, please tell us about the services you provide.
Rather than offering typical PR services to women, I work with them by phone on an hourly basis, like a coach, so they can learn to do the writing and pitching themselves. This approach makes it more affordable, and it offers the opportunity to see if we work well together.
Specific things we work on include deciding which media outlets to contact; creating talking points, so they feel comfortable and know what to say when they get in touch, and crafting ideas for any of the written materials that go in a media kit.
I also read and edit materials they’ve written and help them understand how to make the pieces stronger. The goal is always for them to understand the strategy and be capable of doing it themselves.
Future Plans and Advice
Any one who wants to work for herself should remember that the operative word is “work.” Unless you have very deep pockets, in the beginning you’re “it.” You’re the receptionist, the sales force, the marketing team, and the accounting department. There is no downtime, so you have to be passionate about your business.
I have that passion. In addition to continuing to travel around the country as a speaker, I’ve got a radio program in the works, as well as two new books in The Girl’s Guide to Getting On Top series.
Capitalizing on my background in fashion, I’m putting together a dress for success book, and because I’m always looking for ways to chill out, I have an outline for a book on how women in business can learn to finesse stress. If you have suggestions about slowing down and enjoying life, I‘d love to hear them. I can be reached at gettingontop@yahoo.com or at 917.325.3963.
Additional Thoughts and Comments
I have some words to live by. Hillel, a Jewish sage who lived during the time of King Herod, said, “If I am not for myself, who then is for me? If I am only for myself, who am I? If not now, then when?”
That to me summarizes business. “If I am not for myself, who then will be for me?” As women in business, we need to remember that we’re worth getting the word out, and we need to get past the point where we feel it’s not feminine or that it’s boastful to promote our businesses and ourselves.
“If I am only for myself, who am I?” Business doesn’t have to be aggressive and unpleasant; it’s amazing how well being nice works. Think about taking care of others, and soon your business grows and your life gets better.
“If not now, then when?” Today is the best day to begin getting to the top. Go for it.
For more information about Laurel Tielis contact her at gettingontop@yahoo.com or at 917.325.3963. Purchase The Girl’s Guide to Getting on Top: Positioning Your Business Through Media Placements at local bookstores or at Amazon.com.