Ready to grow

This is a call for people tired of the old and looking for something new in the marketing/communications/PR business. The industry is moving in a dangerous direction – commoditization, becoming an off-the-shelf item to be dissected and sold to the lowest bidder. For too long, PR has been the fireman who drops in to put out the fire or the traffic cop, controlling the flow of information with an imposing sign. It’s time for real change – it’s time for PR to become the conductor of the orchestra that guides the story of your team, company, product. It’s time for elegance, smarts, creativity and passion in telling these great stories, PR should be something layered over every part of a company.

Having this holistic infusion of PR in everything a company does isn’t a factor of what PR can do, it’s an indicator for a company that you really could do something great. If you look around and can’ t find the amazing things about your business that you need to shout from the rooftops, do a sick graph about or chat about over cocktails, no amount of good PR will help. You need to find your story. PR is communications – if done right, it will change your business. It is an important, tangible, real way to make a company grow across the board.

I just started my own business after 10 years on the agency side of PR – from a small, family-owned team to the largest agency in the world, I’ve seen my fair share of what this business is all about. And, I have learned so much, from so many smart people. In 2010, among the smartest people in this business and others I interact with, I am sensing a sea change – a desire to work together to find a new way to do things, a collaborative effort to bring the best ideas to light. In the PR community specifically, it’s refreshing to see so many people really push for strategy-driven metrics that make a difference to a business instead of getting mired in metrics-driven strategy that is short-sighted and lacking creative confidence.

Who knows if we should even call ourselves PR people – I know what I think it means but the issue is a semantic one. Do I want to do what so many people think PR does, not what I think it should mean? I mean, if you were all going to start calling Lobsters, “sea rats,” I might not like to eat them so much either.

Well, whether we decide to fix the business or just abandon ship and start something new, I’d like to be part of this change. Reach out to me if you want to create a new kind of PR company, an un-agency, where we can focus on doing what we love and be better because of it. Why not only work with partners whose products we truly have a passion for? When a company hires someone, they make sure the person will love what they’ll be doing. The PR agency business has primarily become a place where you’re made to feel lucky if you have real passion for even 30 percent of what you work on. I don’t think it needs to be that way – there are enough smart companies, doing amazing things. Why work with the highest bidder when you’ll need to spend a third of their budget just polishing the turd. There are diamonds in them there hills… who’s with me? Drop me an email at or tell me what you think @julzie on Twitter.

~ by Julie Crabill on January 25, 2010.

7 Responses to “Ready to grow”

  1. ^5, Julie! I will vouch that you are great to work with AND have crazy, innovative, wonderful ideas about a new model of communications…

  2. Julie:

    I think you are on to something. If I can help I am more than happy to join in.

    That said, I think that you are ahead of the pack and I am not certain where the forward thinking companies are that would benefit from such an enlightened mental mind set.

    Please keep me posted.

    Best regards,


    • Thanks for the offer, Gerry – I’d love to chat about how we might partner. I’ve already found said enlightened companies and I am working with them as we speak. They are the reason I am ready to hire. In fact, there are more lining up as we speak… the time is right.

  3. Julie – Rock on! Good luck in 2010 and beyond.

  4. Please keep me in the loop.

  5. Hey Julie,
    Great to see this post of yours! We should chat soon. Let me know a good time. :)

  6. Hi Julie,
    I fully endorse the need to do things differently in the PR world. It’s time. One will have to empty a cup before filling it with new content….unlearn and learn with an eye to deliver meaningfully. Good to see you getting ready to lead the way. Let me know how I can pitch in. I am ready. Cheers.

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