By Yvonne Dutchover – Lance Armstrong Foundation
The 2012 Get Smart Conference has the honor of hosting Elizabeth Christian as this year’s keynote speaker. On September 21, 2012, attendees will learn about Building a Better Toolbox: Exploring Communication Strategy, Trends and Technology. The conference will include morning break-out sessions on multi-medium strategy, strategic SEO for online content, techniques for difficult face-to-face meetings, and proven strategies for online writing.
The highlight of the day is a luncheon keynote address by Elizabeth Christian, president of Elizabeth Christian & Associates Public Relations (ECPR). Elizabeth has a 34-year career in public relations, journalism and political affairs. In addition to her role leading a vibrant team of public relations experts, she has led several major pro bono projects of significant impact, including the 2007 Tribute to Lady Bird Johnson. She also spearheaded a massive school bonds campaign in 1996 and the campaign to build the Long Center for the Performing Arts.
Elizabeth took time out of her busy schedule to talk with AWC about her career, starting your own business, and to give advice for freelancers.
Q: You had a successful career in journalism before you entered into the PR industry. How has that affected your media relations practice?
A: At the core of success for both journalists and public relations professionals is the skill of writing. Both must be able to communicate a story in a way that is clear and compelling. Being a news editor at the Los Angeles Times and publishing my own weekly newspaper, the Mendocino Grapevine, gave me another key trait—a nose for news. I know how to think like a journalist and give them a hook about our clients that really works as a good story. In other words, we don’t just pitch puff pieces. I think this discipline permeates my entire team here at ECPR.
Q: In your 30-plus years in communications, what campaign or work do you consider to be your greatest accomplishment?
A: Every campaign is important to the clients for whom we execute it, so I can’t really choose among the paying projects we’ve handled. But two things we handled pro bono really stand out: the 1996 campaign that passed almost $400 million in school bonds for AISD—at that time, the largest bond issue ever passed in Texas; and the 2007 Tribute to Lady Bird Johnson, during which we handled global media coverage upon the death of the beloved former First Lady.
Q: How have you managed to stay current throughout your career?
A: I am surrounded by very smart people of all generations, all of whom educate me every day about the latest and greatest technological advances. I read and watch news coverage as much as I can so that I’m current on what’s going on in the world. I learn from the projects we do for every client—what works? What doesn’t? How can we do things better, measure success more effectively, be the best possible partner to our clients we can be?
Q: What is your advice for women looking to start their own business?
A: Make sure you have something to offer that differentiates you from other companies. Think through—hard—how you are going to market yourself, and budget real money to promote yourself and your business. Then…just do it!
Q: Many of AWC’s members are freelancers. How does a one-woman business or small firm convince a client that she can deliver the same results as a large firm?
A: We refer business to freelancers all the time. I think the secret is NOT to try to say that you can do everything a larger firm can do—that’s not realistic. But what a freelancer can do for the appropriate client is deliver very personal, one-on-one service and probably considerably more hours for the client’s dollar. That’s what can differentiate you.
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