Noemi Pollack
Noemi Pollack, Founder & CEO of The Pollack PR Marketing Group (PPMG), founded the agency three decades ago. Under her guidance, it has grown into a full service PR and marketing firm, working with start-ups, organizations and Fortune 500 companies alike. About 16 years ago, the agency became a partner in the Worldcom Public Relations Group, which afforded PPMG international capabilities. Under Noemi’s leadership, the agency has implemented corporate and consumer public relations campaigns for regional, national and international companies and organizations.
You have reached a milestone in your career – a 30-year anniversary of the agency you founded. Do you find this daunting?
NP: Well yes, especially when you consider how I started, with one partner, two credit cards, one Mac, no email, no cell phones and one client with billing not sufficient in revenue to sustain the agency for one month. In looking back, I guess what sustained us was optimism and confidence that our concept of never wavering from senior-level involvement on a day-to-day basis with each client, would prove to be the “great differentiator.”
Considering all the technological changes of the last 30 years, what in particular impacted you the most?
NP: We are privileged to have been a witness over our 30 years to some of the most accelerated changes in our industry – ones that have impacted the PR consciousness and subsequently changed the ‘way it was’ – forward. Really hard to say which one in particular, since at each step of change, it all had a ripple effect. But still, I think a couple things stand out. For example, when email became ubiquitous, communication happened in real time and sped it all up. Of course, cell phones opened up a whole different communication medium, freeing us up from being tethered to a brick and mortar place. With the advent of social media and digital communications, it all changed again. Yes, it’s really daunting — our journey over the decades.
To what in particular do you attribute the longevity of your agency?
NP: I like to think that it is about staying current and adapting to change and embracing it. It also takes a village, really and for this very reason I joined PRSA to find like colleagues even before I opened my business, as well as to have access to the valuable interaction with my colleagues, and to gain knowledge from the many programs offered. Many brains are always better than one and I found that special camaraderie at our local chapter. I later became very active in the Counselors’ Academy and even headed the local chapter. I was particularly proud of having lured the heads of the local offices of the multi-national agencies to join me in leading the group and being there for the younger members.
Is there any change on the horizon that will have like impact?
NP: Yes, but maybe in a less accelerated way… It will now be more about crafting the customer experience for people “not necessarily like you, (the brand) ” – people who are generational, culturally and geographically different, in order to stand out in a “sea of sameness,” and in order to foster long-term loyalty and brand preference. It will be about getting into a customer’s head and creating programs that successfully use content to define a company, content that resonates with the customer and finding ways to give a company or brand, meaning that connects him/her with the brand in some emotional way. It will be about having your customer “liking” the experience of using your brand or service.
Looking back at the road you took, what advice would you give to a person considering the same journey today?
NP: Start with a vision and don’t look back. It is about imagining what could be and then making it happen. Never consider that it might not work out. Probably most of all don’t waver from your determination and combine it with a resolute stance to stay on the current edge of whatever is lurking around the corner that could impact your business. Also staff your business with those that have a high level of curiosity in building their own sphere of influence that they can bring to your business. Find people that offer different perspectives — and listen. No one needs clones…
